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
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.
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
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
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
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
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