Leveraging Social Media For Events
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Darian Rodriguez Heyman from Social Media for Nonprofits and Laura Coltrin from Eventbrite co-present on using social media for events.
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Leveraging Social Media For Events
- 1. Leveraging Social Media for Faith-Based Fundraising Events
- 2. Who are we? Darian Rodriguez Heyman Co-Founder darian@sm4np.org @dheyman Laura Huddle Sr. Marketing Manager laura@eventbrite.com @lauracoltrin www.sm4np.org Eventbrite.com/npo 2
- 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. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 4
- 5. Average Ticke>ng Lifecycle On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.) 5
- 6. Ticke>ng Lifecycle You can influence the 1cke1ng lifecycle! 6
- 7. Editorial/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 7
- 8. Sample Content Calendar Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
- 9. Create your Registra>on Page 9
- 10. Drive Every “Touch” to Registration Facebook LinkedIn Registration Twitter Email 10
- 11. Create a Facebook Event 11
- 12. Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps 12
- 13. 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 13
- 14. Promote 1. Post regular updates: Pictures, performers, VIPs, auc1on items, partners and even aHendee stories 2. Post more pictures & videos (cute stuff helps!) 3. Invite aHendees to RSVP as they register 4. Be sure to tag aHendees, VIPs, partners, and others 14
- 15. Facebook Shares post-purchase 60% pre-purchase 40% The motivation to share is higher once the purchase has been made. 15
- 16. • Post 6-7 times a day • Reach out to influencers #sm4np • Retweet & thank! • Use a Hashtag- a word preceded by # sign – keep it short! (6 – 8 characters) 16
- 17. TwiKer Direct Message Campaign Hootsuite Publisher Window Download all your twiHer followers in an excel sheet & segment by loca1on. Step 1: Create Twitter List
- 18. TwiKer Direct Message Campaign d @TwiHeruser Join us in Chicago for our 2nd Social Media Marke1ng Conf 9/19, save $20 w/code SM4NP hHp://bit.ly/sfshoih33 Step 2: Draft Direct Message
- 19. TwiKer Direct Message Campaign Step 3: Upload to Hootsuite
- 20. • Create Groups & Cul1vate Community for your Members • Pre-‐approve/Invite all AHendees to LI • Share Exclusive Content on LI • Host Post Event Chats/Discussions • Par1cipate in Industry Groups
- 21. Ask Questions
- 22. Become a Curator Think 50/50
- 23. Timing is Everything • Morning: 8 – 9AM • Lunch: 12 – 1PM • End of Day: 4:30 – 6PM • Night: 9:30 – 11PM • Weekends vs. Wednesday
- 24. Committees & Captains • Goals, Training, Materials • 5 Minutes/Week • Mapped to Impact • Facebook • TwiKer • TBD
- 25. 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 25
- 26. Keep the Conversa>on Going During the event: • • • • Provide a twitter wall Prominently display the #hashtag Display the conversation Use free services like tweetchat.com or twiHerfall.com to display tweets about the event 26
- 27. The Conversa>on 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 27
- 28. 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 28
- 29. 1 Track your Sales Sources • Create unique links for each of your sales sources • Monitor throughout the promo1on process • Review which sources not only brought in traffic, but ul1mately sales and dona1ons 29
- 30. Produc>vity Tools Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) 30
- 33. Wrap Up • Decide which channels are right for you and your organization • Encourage early ticket purchasing to get the wheel in motion • Collect donations from those who can’t attend • Encourage post-purchase sharing • Give attendees reason to engage before, during and after your event • Analyze which social media efforts are most effective 33
- 34. Laura Coltrin Product Marketing Manager laura@eventbrite.com Eventbrite Darian Rodriguez Heyman Co-Founder darian@sm4np.org Social Media for Nonprofits 34