Dawn Andreas: Leveraging Social Media for Events
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The document outlines strategies for leveraging social media to enhance nonprofit event engagement and increase ticket sales. It emphasizes the importance of a structured communication plan, timely promotion, and active use of social media platforms to create awareness and maximize reach. Key techniques include creating event pages, using hashtags, encouraging attendee sharing, and analyzing the effectiveness of various social media efforts.
Dawn Andreas: Leveraging Social Media for Events
- 1. Leveraging Social Media for Nonprofit Events
- 2. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize event engagement Tying it all together with data 2
- 3. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 3
- 4. Ticketing Lifecycle On average, fundraiser tickets go on sale 4-6 weeks before the event. 4
- 5. Ticket Lifecycle At what point has an event sold ½ its tickets? 2 weeks prior In the week to the event prior to the event 29% 38% 1 week prior to the event 33% 5
- 6. Events are Inherently Social Increase your reach Relatively low cost Viral effect: Reach friends of friends | Networks 6
- 7. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize event engagement Tying it all together with data 7
- 8. Open Communication Create a communication plan • Work backwards from the date of the event until the first invite goes out • 88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter 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. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize event engagement Tying it all together with data 9
- 10. Create your Registration Page 10
- 11. Create a Facebook Event 11
- 12. Create a LinkedIn Event 12
- 13. 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 13
- 14. More Social, More Revenue On average, 1 Facebook share generates $2.52 in future sales and 11 page views back to your event page; however… Prompt attendees to share event information with a powerful call to action Ticket sales per share Event type 14
- 15. Facebook Shares pre- purchase post- 40% purchase 60% The motivation to share is higher once the purchase has been made. 15
- 16. Promote Create a hashtag for your event (“SM4NP”) www.twubs.com www.tagal.us 16
- 17. Hashtag = • A word preceded by a #sign – Used to unify tweets from multiple people on the same subject • Easy to search and catalogs your event • Keep it short! • Brand all posts about your event with the same hashtag • Encourage attendee participation! 17
- 18. 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 18
- 19. 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 19
- 20. Capture the Experience: Build social stories into a coherent narrative 20
- 21. The Agenda Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize event engagement Tying it all together with data 21
- 22. Track your Sales Sources 1 2 3 22
- 23. Productivity Tools: Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) Do not use for Facebook! 23
- 24. Productivity Tools: Sprout Social Manage conversations with one tool Publish and schedule update across multiple social channels Measure efforts with reporting and analytics 24
- 25. 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 25
- 26. Questions? Dawn Andreas Marketing Program Manager [email protected] Eventbrite @eventbrite @britedawn Eventbrite.com/npo 26
Editor's Notes
- #14: Add transitions
- #15: Copy is your friend!
- #23: With tracking links you’ll know what marketing channels are driving the most sales and be able to adapt your marketing strategy as needed. Eventbrite makes it easy to quickly create and assign unique tracking links for email campaigns, Facebook Advertisements, or anything else requiring online analytics.