Today, we’ll cover… 5
Establishing & growing your social presence Building momentum to increase sales Engaging your community at the event Tracking results & learning with data Creating a loyal following
Get to know your audience
7 • Age, gender, household income, family status • Personal interests • Reason for attending • Proximity to your event Listen! Listen! Listen!
Submerge yourself in the culture
8 Where are “like” communities gathering offline • Groups or clubs, Meetup.com • Classes: craft making, culinary, music • Wine tastings and other related events Where are conversations happening online • Special interest blogs: food, travel, etc Follow like minded people within that community
Creating your online presence 9
Just because “everyone” has… Facebook page Twitter handle Google + account Pinterest board… Start with what you know and what you’re comfortable with Don’t bite off more than you can chew – it takes time to build an online presence
10 Question for the audience
What social media platforms have you found to be most successful for marketing your festival? a) Facebook b) Twitter c) Instagram d) Pinterest e) Google+ f) Other
Measurable sales impact from social
sharing $4.15* in additional ticket sales, on average, every time an event is shared on Facebook *Average incremental revenue from social sharing. Source: internal data 28 additional visits to the event page 15 additional visits to the event page
Set goals, work backwards 21
Define what success looks like – Tickets sold? Amount raised? # of Likes? RTs? Create a social media calendar – make sure to note any milestones or special dates leading up to the race. Adopt tools to get started and manage the process – here are some of our favorites!
What to say, and when
22 Be mindful of your message take time to craft your words, don’t repeat the same post over and over! Decide your frequency based on the platform. Twitter vs Facebook? Remember your audience! Let your target audience guide you. AM vs PM, hashtags, etc.
Create urgency with contests &
promotions 26 Use contests as a way to engage with your audience and spark action Tie contest themes and giveaways back to your “true north”, and what makes your event stand out
The right infrastructure is key
30 Let attendees download the app and pull up tickets right from the gate Let them connect with friends both present and online Increase the FOMO effect within their networks!!
Put a # on it
31 KISS (Keep it Simple, Stupid) - Create a hashtag that is relevant to your event and easy to remember. Don’t Go Overboard - Limit your event to one-two hashtags max. Do Your Research - Be mindful of anyone else ‘squatting’ on your hashtag, could impact metrics Be Smart - Keep your hashtag under 10 characters to allow room for attendees to Tweet,
The conversation lives on—don’t drop
off! 38 Create and share recaps on the event and event experience Post event pictures, and encourage your attendees to also add their own Thank your fans, and celebrate with them again and again Update the community on your progress (i.e. donations)
Enroll your community to curate
new ideas 39 • Ask for feedback • Share a survey • Listen to your attendees • Take notes on how you can improve your next event!
Wrap up 40 Decide
which social media channels are right for your event, and your business Make ticketing super easy, available everywhere, and ensure it’s sharable Give attendees reasons to engage before, during and after your event Analyze which marketing efforts are most effective and double down