Behind the Tweet: Using Social Media for
Sold Out Galas & Events
8/13/15 1pm Eastern
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Behind the Tweet: What Marketers and Fundraising Professionals can Learn
from Social Media Event Behavior
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Introducing Our Speakers
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Ritu Sharma Founder & CEO
Social Media 4 Nonprofits [email protected] @ritusharma1
Tracy Kosolcharoen Marketing Manager
Eventbrite [email protected]
@tkosol
#sm4np www.sm4np.org/blog
Agenda
Overview of Study
Study conducted by Mashwork
Before the Event:
Breakdown & Learnings
During the Event:
Breakdown & Learnings
After the Event:
Breakdown & Learnings
Key Takeaways
and Q&A
#sm4np www.sm4np.org/blog
Overview of Study and Methodology
Analyzed over 25 million posts across Twitter,
Facebook, blogs and forums
Across 60 different events
Across 6 different kinds of events
Over the span of a year: July 28th, 2013 -
July 27th, 2014
25 + million
60 events
6 kinds
1 year
#sm4np www.sm4np.org/blog
When is the conversation taking place?
Before the event
During the event
After the event
40%
42%
18%
?! -‐-‐-‐
#sm4np www.sm4np.org/blog
Before Fundraising Events: What is the conversation about?
0% 2% 3% 5% 7% 8%
10% 12% 13% 15% 16% 18% 20% 21%
Ticket Purchase Ticket Promotion Anticipation Event Prep Media Analysis FOMO
TICKET 40%
#sm4np www.sm4np.org/blog
Before Fundraising Events: Conversation Relative to All Events
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-15% -12% -10% -7% -5% -2% 1% 3% 6% 8%
11% 13% 16% 18% 21% 23%
Ticket Purchase Ticket Promotion Anticipation Event Prep Media Analysis FOMO
Build excitement that leads to free promotion
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#sm4np www.sm4np.org/blog
Fuel Anticipation: Create sharable content & give them something to talk about
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ExpertTip: Tweets with images get 18X more
engagement
www.sm4np.org/blog #sm4np
Share Ongoing Progress and Build Momentum Create habit with consistency
Bring your audience along for the ride when you reach key milestones to drum up anticipation and make them truly feel like a part of the event! Share:
• Auction items secured as you secure them
• New speakers and sponsors
• Other internal preparation
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#sm4np www.sm4np.org/blog
Bring on the Humble Brag: Encourage attendees to publicly show their support for your event
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#sm4np www.sm4np.org/blog
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Hold Promotions: Build conversation with giveaways and prizes
#sm4np www.sm4np.org/blog
Promote: Encourage social sharing with a seamless experience
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Value of Social Media Visits/Share $/Share
Facebook 6 $3.22
Twitter 38 $5.30
#sm4np www.sm4np.org/blog
Find Your Best Promoters: Use custom tracking URLs to identify top registration drivers
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#sm4np www.sm4np.org/blog
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During Fundraising Events: What is the conversation about?
0%
10%
20%
30%
40%
Quotes & Media Discussing Experience
42%
#sm4np www.sm4np.org/blog
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During Fundraising Events: Conversation Relative to All Events
0%
2%
4%
6%
8%
10%
Quotes & Media Discussing Experience
#sm4np www.sm4np.org/blog
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Quotes & Media: The breakdown of each type of content
78%
14%
8%
Pictures
Videos
Quotes
Create & facilitate shareable content at the event
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“ “
#sm4np www.sm4np.org/blog
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After Fundraising Events: What is the conversation about?
0%
1%
1%
2%
3%
Positive Feedback Negative Feedback Media Analysis
18%
#sm4np www.sm4np.org/blog
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After Fundraising Events: Conversation Relative to All Events
-11%
-8%
-5%
-3%
0%
Positive Feedback Negative Feedback Media Analysis
Curate content and gather feedback to keep the conversation going
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-‐-‐-‐
!
?
-‐-‐-‐
!?
-‐-‐-‐ !!
#sm4np www.sm4np.org/blog
After the Event: Be tactful with negative feedback
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Turn negative into positive
Be mindful of your bandwidth
You can’t make everyone happy all the
time
- +
#sm4np www.sm4np.org/blog
After the Event: Be tactful with negative feedback
Delete Trolls, Profanities and Irrelevant Status
Jacking
Acknowledge all feedback
Address Negative Feedback with Empathy and Professionalism even
if You Disagree
Delete
Don’t Delete Negative
Comments
#sm4np www.sm4np.org/blog
Key Takeaways
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40%
42%
18%
Before the Event: Fuel Anticipation, Embrace the Humble Brag, prep them for the event, encourage ticket purchase sharing
During the Event: Push content that is visual & digestible, facilitate the Kodak Moment
After the Event: Keep the conversation with curated content & amplifying positive feedback
#sm4np www.sm4np.org/blog
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Ritu Sharma @ritusharma1
[email protected] @SM4Nonprofits
Learn more: www.sm4np.org/blog
Tracy Kosolcharoen @tkosol
[email protected] @eventbrite
Learn more: Eventbrite.com/academy
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