Leveraging Social Media for
Nonprofit Events
Who are we?

Ritu Sharma

Laura Coltrin

Co-Founder & Executive Director
ritu@sm4np.org
@ritusharma1

Product Marketing Ma...
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Le...
Defining Event & Social
Media ROI
ROI = Increasing donations +
Raising awareness +
Maximizing ticket sales

4	
  
Ticketing Lifecycle
On average, fundraiser
tickets go on sale 4-6
weeks before the event.

(Hint: People procrastinate. Do...
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Le...
Be Proactive
Set an attendance goal and work backwards
Create a marketing calendar
•  88% of fundraisers sent invites when...
Communication &
Content Calendar
Create a communication plan
•  Work backwards from the date of the event until the first
i...
Ticketing Lifecycle

You can
influence the
ticketing
lifecycle!

9	
  
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Le...
Create your Registration
Page

11	
  
Drive Every “Touch” to
Registration
Facebook

LinkedIn
Pro Tip: Bit.ly is a
great website to help
you shorten links for
po...
Create a Facebook Event

13	
  
Further your Facebook
Presence

Pro Tip: Integrate ticket purchases in
Facebook via apps.
14
Don’t Think of Your Event
as Just as an Event
Use the event as a data collection opportunity
Consider the long term vs. sh...
Let 1,000 Flowers Bloom
Invite all your friends and followers on respective
platforms
Invite via multiple channels: Email,...
Understand the Value of a
Share
1 “Share” =
$6.00
in future
donations
+ 11 views of your event page

17	
  
17
Facebook Shares
postpurchase
60%

prepurchase
40%

The motivation to share is
higher once the purchase has
been made.
18	
...
Promote
1. Post regular updates: Pictures, performers, VIPs,
auction items, partners and even attendee stories
2. Post mor...
•  Post 6-7 times a day
•  Reach out to influencers
•  Retweet & thank!
•  Use a Hashtag- a word

#sm4np

preceded by # sig...
Keep the Conversation
Going
During the event:
• 
• 
• 
• 

Provide a twitter wall
Prominently display the #hashtag
Display...
The Conversation Lives On
After the event:
• 
• 
• 
• 

Ask for feedback, share a survey
Create and share recaps
Post even...
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Le...
1

Track your Sales Sources
2

•  Create unique links for each of
your sales sources

•  Monitor throughout	
  the	
  
pro...
Productivity Tools:
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very se...
Productivity Tools:
Sprout Social
Manage conversations with one tool
Publish and schedule update across multiple social ch...
Productivity Tools:

27	
  
Wrap Up
•  Decide which channels are right for you and your organization
•  Incent early ticket purchasing to get the whee...
Laura Coltrin
Product Marketing Manager
laura@eventbrite.com
Eventbrite
Ritu Sharma
Co-Founder and Executive Director
ritu...
Upcoming SlideShare
Loading in …5
×

GuideStar Webinar (01/14/14) - Leveraging Social Media for Nonprofit Events

1,454 views

Published on

As part of GuideStar USA's webinar series, Social Media for Nonprofits and Eventbrite will present clear strategies, tactics, and resources for using social media to ensure the success of nonprofit events. Join us for this free webinar and learn:

How to use Facebook, Twitter, LinkedIn, and other tools to maximize results for fundraising events.
Practical recommendations to implement before, during, and after your event.
How to use scheduling, analysis, and optimization tools to help you work more efficiently and drive performance.
Sign up now for this free, interactive workshop and learn how to harness the power of social media to drive results in the real world!

Presenters: Ritu Sharma, Co-Founder & Executive Director, Social Media for Nonprofits; Laura Huddle, Senior Category Manager, Eventbrite; and Lindsay J.K. Nichols, Communications Director, GuideStar USA (moderator)

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,454
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
43
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

GuideStar Webinar (01/14/14) - Leveraging Social Media for Nonprofit Events

  1. 1. Leveraging Social Media for Nonprofit Events
  2. 2. Who are we? Ritu Sharma Laura Coltrin Co-Founder & Executive Director ritu@sm4np.org @ritusharma1 Product Marketing Manager laura@eventbrite.com @lauracoltrin SM4NP.org Eventbrite.com/ npo 2  
  3. 3. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 3  
  4. 4. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 4  
  5. 5. Ticketing Lifecycle On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.) 5  
  6. 6. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 6  
  7. 7. Be Proactive Set an attendance goal and work backwards Create a marketing calendar •  88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter •  Over 50% of nonprofits say that frontloading ticket sales is important to them 7  
  8. 8. Communication & Content Calendar Create a communication plan •  Work backwards from the date of the event until the first invite goes out What are the strategic times to email people? •  9-11am, Tuesday-Thursday Where to post information? •  Your website, Facebook, Twitter, LinkedIn, local community calendars 8  
  9. 9. Ticketing Lifecycle You can influence the ticketing lifecycle! 9  
  10. 10. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 10  
  11. 11. Create your Registration Page 11  
  12. 12. Drive Every “Touch” to Registration Facebook LinkedIn Pro Tip: Bit.ly is a great website to help you shorten links for posts across different social media channels Registration Twitter Email 12
  13. 13. Create a Facebook Event 13  
  14. 14. Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps. 14
  15. 15. Don’t Think of Your Event as Just as an Event Use the event as a data collection opportunity Consider the long term vs. short term gains Create direct donation option for non-attendees 15  
  16. 16. Let 1,000 Flowers Bloom Invite all your friends and followers on respective platforms Invite via multiple channels: Email, LinkedIn, Facebook 16  
  17. 17. Understand the Value of a Share 1 “Share” = $6.00 in future donations + 11 views of your event page 17   17
  18. 18. Facebook Shares postpurchase 60% prepurchase 40% The motivation to share is higher once the purchase has been made. 18  
  19. 19. Promote 1. Post regular updates: Pictures, performers, VIPs, auction items, partners and even attendee stories 2. Post more pictures & videos (cute stuff helps!) 3. Invite attendees to RSVP as they register 4. Be sure to tag attendees, VIPs, partners, and others 19  
  20. 20. •  Post 6-7 times a day •  Reach out to influencers •  Retweet & thank! •  Use a Hashtag- a word #sm4np preceded by # sign –  keep it short! (6 – 8 characters) •  Unifies tweets from  mul2ple   people  on  same  subject   20  
  21. 21. Keep the Conversation Going During the event: •  •  •  •  Provide a twitter wall Prominently display the #hashtag Display the conversation Use free services like tweetchat.com or twitterfall.com 21  
  22. 22. The Conversation Lives On After the event: •  •  •  •  Ask for feedback, share a survey Create and share recaps Post event pictures Use platforms like Storify to summarize event experience •  Review your tracking and analytics to know which social channels were most effective 22  
  23. 23. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 23  
  24. 24. 1 Track your Sales Sources 2 •  Create unique links for each of your sales sources •  Monitor throughout  the   promo2on  process   •  Review which  sources  not  only   brought  in  traffic,  but  ul2mately  sales   and  dona2ons   24  
  25. 25. Productivity Tools: Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) Do not use for Facebook! 25  
  26. 26. Productivity Tools: Sprout Social Manage conversations with one tool Publish and schedule update across multiple social channels Measure efforts with reporting and analytics 26  
  27. 27. Productivity Tools: 27  
  28. 28. Wrap Up •  Decide which channels are right for you and your organization •  Incent early ticket purchasing to get the wheel in motion •  Collect donations from those who can’t attend •  Encourage post-purchase sharing – it is most powerful •  Give attendees reason to engage before, during and after your event •  Analyze which social media efforts are most effective 28  
  29. 29. Laura Coltrin Product Marketing Manager laura@eventbrite.com Eventbrite Ritu Sharma Co-Founder and Executive Director ritu@sm4np.org Social Media for Nonprofits 29  

×