Darian Rodriguez Heyman: Advanced Social Media Strategy- Leveraging Social Media for Events

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Explore how to effectively harness social media to drive traffic and attendance for your charity event, plus maximize the on-site experience. Learn practical strategies, tactics, and resources to ensure maximum engagement from the communities you serve using Facebook, LinkedIn, and Twitter.

Slides from Social Media for Nonprofits- Vancouver | June 25, 2013

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  • Laura
  • Owner: Laura Donation Option
  • Owner: Spark
  • Owner: SparkThis an example of well coordinated social media strategy:Eventbrite ticketing page with social media tools turned onFacebook Event Page where people can talk about the event, and includes Eventbrite for Pages
  • Darian Rodriguez Heyman: Advanced Social Media Strategy- Leveraging Social Media for Events

    1. 1. Leveraging Social Media forEventsDarian Rodriguez HeymanCo-Founderdarian@sm4np.org@dheymanwww.sm4np.org
    2. 2. The AgendaUnderstanding the event ticketinglifecycleSocial media tips, tricks and time saversto maximize engagementLeveraging social media before, duringand after your eventTying it all together with data2
    3. 3. Defining Event & Social MediaROIROI =Increasing donations + Raisingawareness + Maximizing ticketsales3
    4. 4. Average Ticketing Lifecycle4On average,fundraisertickets go onsale 4-6 weeksbefore the event.(Hint: People procrastinate. Don’t let them.)
    5. 5. Ticketing LifecycleYou caninfluence theticketinglifecycle!5
    6. 6. Communication & ContentCalendar6Create a communication plan• Work backwards from the date of the event until thefirst invite goes outstrategic times to email?• 9-11am, Tuesday-ThursdayWhere to post information?• Your website, Facebook, Twitter, LinkedIn, localcommunity calendars
    7. 7. Sample Content CalendarEvent Date: June 25th— Calendar Highlights Content PlanLeading up to the Event
    8. 8. Sample Content Calendar
    9. 9. Create your Registration Page9
    10. 10. Create a Facebook Event10
    11. 11. Further your Facebook PresencePro Tip:Integrate ticket purchases in Facebook via apps11
    12. 12. The AgendaUnderstanding the event ticketinglifecycleSocial media tips, tricks& time saversto maximize engagementLeveraging social media before,during and after your eventTying it all together with data12
    13. 13. Promote1. Post regular updates: Pictures, performers,VIPs, auction items, partners& even attendeestories2. Post more pictures & videos(cute stuff helps!)3. Invite attendees to RSVP as they register4. Be sure to tag attendees, VIPs, partners, andothers13
    14. 14. pre-purchase40%post-purchase60%The motivation to share ishigher once the purchase hasbeen madeFacebook Shares14
    15. 15. • Post 6-7 times a day• Reach out toinfluencers• Retweet& thank!• Use a Hashtag-wordpreceded by # sign –keep itshort!(6 – 8 characters)15#sm4np
    16. 16. Twitter Direct MessageCampaignStep 1: Create TwitterListHootsuite Publisher WindowDownload all your twitter followers in an excel sheet &segment by location
    17. 17. Step 2: Draft DirectMessageTwitter Direct Message Campaignd @Twitteruser Join us in Vancouver for Our Social Media MarketingConf 6/25, save $20 w/code SM4NP http://bit.ly/sfshoih33
    18. 18. Step 3: Upload toHootsuiteTwitter Direct Message Campaign
    19. 19. • Create Groups & Cultivate Communityfor your Members• Pre-approve/Invite all Attendees to LI• Share Exclusive Content on LI• Host Post Event Chats/Discussions• Participate in Industry Groups
    20. 20. The AgendaUnderstanding the event ticketinglifecycleSocial media tips, tricks and timesavers to maximize engagementLeveraging social mediabefore, during and after your eventTying it all together with data20
    21. 21. Keep theConversation GoingDuring the event:• Provide a twitter wall• Prominently display the#hashtag• Display the conversation• Use free services liketweetchat.com ortwitterfall.comto displaytweets about the event21
    22. 22. The Conversation Lives OnAfter the event:• Ask for feedback, share asurvey• Create and share recaps• Post event pictures•Use platforms like Storify tosummarize eventexperience• Review your tracking andanalytics to know whichsocial channels were mosteffective22
    23. 23. The AgendaUnderstanding the event ticketinglifecycleSocial media tips, tricks and timesavers to maximize engagementLeveraging social mediabefore, during and after your eventTying it all together with data23
    24. 24. Track your Sales Sources1• Create unique linksfor each of your salessources• Monitor throughoutthe promotion process• Review whichsources not only broughtin traffic, but ultimatelysales and donations24
    25. 25. Productivity ToolsHootsuiteAutomatic schedulingMass tweeting (Only whenappropriate)Mass direct messaging(Be very selective)25
    26. 26. Productivity Tools26www.simplymeasured.com
    27. 27. Wrap Up27• Decide which channels are right for you&your Organization• Encourage early ticket purchasing• Collect donations from those who can’t attend• Encourage post-purchase sharing• Give attendees A reason to engage before, during, &afteryour event• Analyze which social media efforts Work
    28. 28. 28Questions?Darian Rodriguez HeymanCo-Founderdarian@sm4np.org@dheymanwww.sm4np.org

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