leveraging social media for events
DESCRIPTION
Darian Rodriguez Heyman from Social Media for Nonprofits and Laura Coltrin from Eventbrite co-present on using social media for events.TRANSCRIPT
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Leveraging Social Media for Faith-Based Fundraising Events
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Who are we?
Darian Rodriguez Heyman Co-Founder
[email protected] @dheyman
www.sm4np.org
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Laura Huddle
Sr. Marketing Manager [email protected]
@lauracoltrin
Eventbrite.com/npo
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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
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Defining Event & Social Media ROI
ROI = Increasing donations + Raising awareness + Maximizing ticket sales
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Average Ticke>ng Lifecycle
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On average, fundraiser tickets go on sale 4-6 weeks before the event.
(Hint: People procrastinate. Don’t let them.)
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Ticke>ng Lifecycle
You can influence the 1cke1ng lifecycle!
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Editorial/Content Calendar
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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
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Sample Content Calendar
Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
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Create your Registra>on Page
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Drive Every “Touch” to Registration
Registration Twitter
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Create a Facebook Event
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Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps 12
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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
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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
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pre-purchase 40%
post-purchase 60%
The motivation to share is higher once the purchase has been made.
Facebook Shares
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• Post 6-7 times a day
• Reach out to influencers
• Retweet & thank!
• Use a Hashtag- a word preceded by # sign – keep it short! (6 – 8 characters)
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#sm4np
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TwiKer Direct Message Campaign
Step 1: Create Twitter List
Hootsuite Publisher Window
Download all your twiHer followers in an excel sheet & segment by loca1on.
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Step 2: Draft Direct Message
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
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Step 3: Upload to Hootsuite
TwiKer Direct Message Campaign
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• 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
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Ask Questions
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Become a Curator
Think 50/50
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Timing is Everything • Morning: 8 – 9AM • Lunch: 12 – 1PM • End of Day: 4:30 – 6PM • Night: 9:30 – 11PM • Weekends vs. Wednesday
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Committees & Captains • Goals, Training, Materials • 5 Minutes/Week • Mapped to Impact
• Facebook • TwiKer • TBD
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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
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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
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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
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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
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Track your Sales Sources 1
• 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
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Produc>vity Tools Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
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Schedule icon
Facebook Scheduling
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Produc>vity Tools
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Wrap Up
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• 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
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Darian Rodriguez Heyman Co-Founder [email protected] Social Media for Nonprofits
Laura Coltrin Product Marketing Manager [email protected] Eventbrite