The document discusses leveraging social media for nonprofit events. It provides tips for maximizing engagement on social media before, during and after an event. These include creating a content calendar and communication plan weeks in advance, promoting the event regularly on multiple platforms, encouraging attendees to RSVP and share, hosting discussions on social media after the event ends, and analyzing data to understand which social media efforts were most effective. The overall goal is to increase donations, raise awareness, and maximize ticket sales through strategic social media promotion across the event lifecycle.
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Leveraging Social Media for Nonprofit Events
1. Leveraging Social Media for
Nonprofit Events
Ritu Sharma
Co-Founder & Executive Director
Ritu@sm4np.org
@RituSharma1
www.sm4np.org
2. 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
2
3. Defining Event & Social Media
ROI
ROI =
Increasing donations + Raising
awareness + Maximizing ticket
sales
3
4. Average Ticketing Lifecycle
4
On average,
fundraiser
tickets go on
sale 4-6 weeks
before the event.
(Hint: People procrastinate. Don’t let them.)
6. Communication & Content
Calendar
6
Create a communication plan
• Work backwards from the date of the event until the
first invite goes out
strategic times to email?
• 9-11am, Tuesday-Thursday
Where to post information?
• Your website, Facebook, Twitter, LinkedIn, local
community calendars
11. Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps
11
12. The Agenda
Understanding the event ticketing
lifecycle
Social media tips, tricks & time savers
to maximize engagement
Leveraging social media before,
during and after your event
Tying it all together with data
12
13. Promote
1. Post regular updates: Pictures, performers,
VIPs, auction items, partners & 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
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15. • Post 6-7 times a day
• Reach out to
influencers
• Retweet & thank!
• Use a Hashtag- word
preceded by # sign – keep it
short!
(6 – 8 characters)
15
#sm4np
16. Twitter Direct Message
Campaign
Step 1: Create Twitter
List
Hootsuite Publisher Window
Download all your twitter followers in an excel sheet &
segment by location
17. Step 2: Draft Direct
Message
Twitter Direct Message Campaign
d @Twitteruser Join us in Vancouver for Our Social Media Marketing
Conf 6/25, save $20 w/code SM4NP http://bit.ly/sfshoih33
18. Step 3: Upload to
Hootsuite
Twitter Direct Message Campaign
19. • Create Groups & Cultivate Community
for your Members
• Pre-approve/Invite all Attendees to LI
• Share Exclusive Content on LI
• Host Post Event Chats/Discussions
• Participate in Industry Groups
20. 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
20
21. 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 to display
tweets about the event
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22. 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
22
23. 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
23
24. Track your Sales Sources
1• Create unique links
for each of your sales
sources
• Monitor throughout
the promotion process
• Review which
sources not only brought
in traffic, but ultimately
sales and donations
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27. Wrap Up
27
• Decide which channels are right for you &
your Organization
• Encourage early ticket purchasing
• Collect donations from those who can’t attend
• Encourage post-purchase sharing
• Give attendees A reason to engage before, during, & after
your event
• Analyze which social media efforts Work
Owner: SparkThis an example of well coordinated social media strategy:Eventbrite ticketing page with social media tools turned onFacebook Event Page where people can talk about the event, and includes Eventbrite for Pages