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Ritu Sharma: Leveraging Social Media for Nonprofit Events

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Social Media for Nonprofits
Social Media for Nonprofits

Explore how to effectively harness social media to drive traffic and attendance for your nonprofit 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.

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Leveraging Social Media for Nonprofit Events Ritu Sharma Co-Founder & Executive Director Ritu@sm4np.org @RituSharma1 www.sm4np.org
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 2
Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 3
Average Ticketing Lifecycle 4 On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.)
Ticketing Lifecycle You can influence the ticketing lifecycle! 5
Communication & Content Calendar 6 Create a communication plan • Work backwards from the date of the event until the first invite goes out strategic times to email? • 9-11am, Tuesday-Thursday Where to post information? • Your website, Facebook, Twitter, LinkedIn, local community calendars
Sample Content Calendar Event Date: June 25th— Calendar Highlights Content Plan Leading up to the Event
Sample Content Calendar
Create your Registration Page 9
Create a Facebook Event 10
Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps 11
The Agenda Understanding the event ticketing lifecycle Social media tips, tricks & time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 12
Promote 1. Post regular updates: Pictures, performers, VIPs, auction items, partners & 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 13
pre- purchase 40%post- purchase 60% The motivation to share is higher once the purchase has been made Facebook Shares 14
• Post 6-7 times a day • Reach out to influencers • Retweet & thank! • Use a Hashtag- word preceded by # sign – keep it short! (6 – 8 characters) 15 #sm4np
Twitter Direct Message Campaign Step 1: Create Twitter List Hootsuite Publisher Window Download all your twitter followers in an excel sheet & segment by location
Step 2: Draft Direct Message Twitter Direct Message Campaign d @Twitteruser Join us in Vancouver for Our Social Media Marketing Conf 6/25, save $20 w/code SM4NP http://bit.ly/sfshoih33
Step 3: Upload to Hootsuite Twitter Direct Message Campaign
• Create Groups & Cultivate Community for your Members • Pre-approve/Invite all Attendees to LI • Share Exclusive Content on LI • Host Post Event Chats/Discussions • Participate in Industry Groups
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 20
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 to display tweets about the event 21
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
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
Track your Sales Sources 1• Create unique links for each of your sales sources • Monitor throughout the promotion process • Review which sources not only brought in traffic, but ultimately sales and donations 24
Productivity Tools Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) 25
Productivity Tools 26 www.simplymeasured.com
Wrap Up 27 • 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, & after your event • Analyze which social media efforts Work
28 Questions? Ritu Sharma Co-Founder & Executive Director Ritu@sm4np.org @RituSharma1 www.sm4np.org

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Ritu Sharma: Leveraging Social Media for Nonprofit Events

  • 1. Leveraging Social Media for Nonprofit Events Ritu Sharma Co-Founder & Executive Director Ritu@sm4np.org @RituSharma1 www.sm4np.org
  • 2. 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 2
  • 3. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 3
  • 4. Average Ticketing Lifecycle 4 On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.)
  • 5. Ticketing Lifecycle You can influence the ticketing lifecycle! 5
  • 6. Communication & Content Calendar 6 Create a communication plan • Work backwards from the date of the event until the first invite goes out strategic times to email? • 9-11am, Tuesday-Thursday Where to post information? • Your website, Facebook, Twitter, LinkedIn, local community calendars
  • 7. Sample Content Calendar Event Date: June 25th— Calendar Highlights Content Plan Leading up to the Event
  • 10. Create a Facebook Event 10
  • 11. Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps 11
  • 12. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks & time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data 12
  • 13. Promote 1. Post regular updates: Pictures, performers, VIPs, auction items, partners & 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 13
  • 14. pre- purchase 40%post- purchase 60% The motivation to share is higher once the purchase has been made Facebook Shares 14
  • 15. • Post 6-7 times a day • Reach out to influencers • Retweet & thank! • Use a Hashtag- word preceded by # sign – keep it short! (6 – 8 characters) 15 #sm4np
  • 16. Twitter Direct Message Campaign Step 1: Create Twitter List Hootsuite Publisher Window Download all your twitter followers in an excel sheet & segment by location
  • 17. Step 2: Draft Direct Message Twitter Direct Message Campaign d @Twitteruser Join us in Vancouver for Our Social Media Marketing Conf 6/25, save $20 w/code SM4NP http://bit.ly/sfshoih33
  • 18. Step 3: Upload to Hootsuite Twitter Direct Message Campaign
  • 19. • Create Groups & Cultivate Community for your Members • Pre-approve/Invite all Attendees to LI • Share Exclusive Content on LI • Host Post Event Chats/Discussions • Participate in Industry Groups
  • 20. 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 20
  • 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 to display tweets about the event 21
  • 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. 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. Track your Sales Sources 1• Create unique links for each of your sales sources • Monitor throughout the promotion process • Review which sources not only brought in traffic, but ultimately sales and donations 24
  • 25. Productivity Tools Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) 25
  • 27. Wrap Up 27 • 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, & after your event • Analyze which social media efforts Work
  • 28. 28 Questions? Ritu Sharma Co-Founder & Executive Director Ritu@sm4np.org @RituSharma1 www.sm4np.org

Editor's Notes

  1. Laura
  2. Owner: Laura Donation Option
  3. Owner: Spark
  4. 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