Learn how to utilize organic and paid social media strategies to improve event awareness and attendance. This presentation is targeted to nonprofit organizations, but the tips in it can be helpful for any industry.

1. 1August 10, 2016
Social Media Marketing for Events, Elise Yahner

2. 2
Social Media Marketing
for Nonprofit Events
• Compelling social media stats
• Planning your social media strategy
• Building Facebook ads

3. 3
Social Media Stats
Out
of
the
entire
U.S.
population…
• 50.3%
are
on
Facebook
• 27.6%
are
on
Instagram
• 17.5%
are
on
Twitter
• 16.9%
are
on
Pinterest
More than half
of the U.S. population
logs onto Facebook at
least once a month.
1 Source: eMarketer

4. 4
Social Media Stats
• 61%
of
event
planners
use
social
media
to
promote
their
events
• 78%
of
event
professionals
plan
to
increase
their
use
of
social
media
to
promote
events
• 55%
of
people
who
engage
with
causes
via
social
media
are
inspired
to
get
more
involved
Facebook
is the most effective
social media platformfor
nonprofits, followed by
Twitter and YouTube.

5. 5
50% of nonprofits spend
2 HOURS OR LESS
per week on social media marketing
50% of for-profit businesses spend
AT LEAST 6 HOURS
per week on social media marketing

6. 6
Building Your Pre-Event Strategy
Define
your
audience
Create a paid
and organic
post schedule
Event
time!
Set your
budget
Measure and
adjust

7. 7
Define Your Audience
• Facebook—widest reach,
engagement skews older
• Twitter—news junkies,
Millennials and Gen X
• Instagram—visual content,
Millennials
• Snapchat—teenagers, tech
savvy Millennials
• LinkedIn—professionals

8. 8
Set Your Budget
The more you spend,
the more you’ll reach.
• $200/month – starting point for
experimenting with event ads
• $500/month – getting serious
with your social media
marketing
• $1000/month – multiple
campaigns and big results

9. 9
Paid vs. Organic
• Organic: Posts on your social
media outlets that do not
have any paid backing
• Paid: Social media ads
(boosted posts, sponsored
posts, etc)
• Algorithmic Feed: Posts are
shown to the user based on
past behavior and preferences
instead of in chronological
order.
• Facebook organic reach is as
low as 2.7% for some pages

10. 10
Paid vs. Organic
• Facebook organic reach is as
low as 2% for some pages
9,699 people
reached out of
413,342 page
fans! 2.3%!

11. 11
Facebook Ads
• Largest user base
• Most extensive targeting
capabilities
• Options specific for event
marketing

12. 12
Facebook Ads

13. 13
Facebook Ads Manager
• Create ads for different
objectives, including website
clicks, event responses,
engagement, and leads
• Run ads on Facebook’s mobile
and desktop feed, Instagram’s
feed, Facebook’s Audience
Network
• Select from a variety of creative
options, including carousel,
video, and photo slideshow
• facebook.com/ads/manager

14. 14
Create Your Ad

15. 15
Raise Attendance at Your Event Ads
• Optimized for Facebook event responses
• Facebook event must be created before you
start building these ads
• Placement is only on Facebook (not on
Instagram or Facebook Audience Network
• Facebook events can integrate with Eventbrite
Results:
• 574 responses
• 71,334 unique impressions
• $0.52 cost per response

16. 16
Send People to Your Website Ads
• Optimized for clicks to your website
• Creatives can be individual photos, photo
slideshow, or video
• Placement is on Facebook, Instagram, Facebook
Audience Network
Results:
• 352 website clicks
• 24,397 unique impressions
• $0.28 cost per click

17. 17
Facebook Audience Targeting
• Geography
• Age
• Gender
• Demographics
• Interests
• Behaviors
• Facebook pixel
• Email lists
• Living within a 25-mile radius of
Cleveland AND
• Interested in charities or causes
OR
• Has made any charitable
donation in the past year
• Living within a 25-mile radius of
Cleveland AND
• Is a parent of a child age 0-18 OR
• Has made a charitable donation in
the past year to children’s or
healthcare causes

18. 18
Facebook Ad Creative

19. 19
Selecting an Image
• Image sources: Your image library,
upload from your computer,
Facebook stock images
• Select up to 6 images
• Recommended image size is
1200x628
• Keep the text to a minimum—images
with higher amounts of text will
receive less or no delivery at all

20. 20
Adding Copy
Each point of copy will not show up in
every placement, but be sure to fill out
all copy spaces:
• Headline
• Text
• News Feed Link Description

21. 21
Measure and Adjust
• Cost per click is a good metric
to judge the success of your
Facebook ad campaign.
• You can add or adjust the
campaign creative and budget
while it is running.
• You can adjust the ad targeting
while a campaign is running, but
Facebook recommends that you
start a new campaign instead.

22. 22
References
• Advance Ohio blog:
– http://www.advance-ohio.com/marketingresources/marketing-tips/
• Advance Ohio social media marketing resource page:
– https://www.advance-ohio.com/marketingsolutions/social-media-marketing/
• Facebook Ads Guide:
– https://www.facebook.com/business/ads-guide
• Social Media Examiner:
– http://www.socialmediaexaminer.com/
• This presentation:
– http://www.slideshare.net/AdvanceOhio

23. 23
Advance
Ohio uses
data
to
implement
industry-­‐proven
solutions
to
drive
measurable
results
for
our
customers.
We couple
this
approach
with
cutting-­‐edge
marketing
solutions,
uniquely
crafted
for
every
client
to
ensure
the
right
message
reaches
the
right
audience
at
the
right
time
and
place.
DATA + PROVEN INDUSTRY SOLUTIONS = MEASURABLE RESULTS

24. 24
Thank you
Elise Yahner, Social Media Coordinator
eyahner@advance-ohio.com | 216.310.6099