2. Who are we?
Ritu Sharma Laura Coltrin
Co-Founder & Executive Director Product Marketing Manager
ritu@sm4np.org laura@eventbrite.com
@ritusharma1 @lauracoltrin
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
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5. Ticketing Lifecycle
On average, fundraiser
tickets go on sale 4-6
weeks before the event.
(Hint: People procrastinate. Don’t let them.)
5
7. 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
7
8. Be Proactive
Set an attendance goal and work backwards
Create a marketing calendar
• 88% of fundraisers sent invites when tickets go on
sale, but too many fall silent until the event
thereafter
• Over 50% of nonprofits say that frontloading ticket
sales is important to them
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9. Communication & 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 (opposite for Social
Media!)
Where to post information?
• Your website, Facebook, Twitter, LinkedIn, local
community calendars
9
10. 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
10
12. Drive Every “Touch” to Registration
Facebook
Twitter
LinkedIn Registration
Pro Tip: Bit.ly is a
great website to help
you shorten links for
Email
posts across
different social
media channels 12
14. Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps.
14
15. Don’t Think of Your Event as Just
as an Event
Use the event as a data collection opportunity
Consider the long term vs. short term gains
Create direct donation option for non-attendees
15
16. Let 1,000 Flowers Bloom
Invite all your friends and followers on respective
platforms
Invite via multiple channels: Email, LinkedIn,
Facebook
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17. Understand the Value of a Share
1 “Share” =
$6.00
in future
donations
+ 11 views of your event page
17
17
18. Facebook Shares
pre-
purchase
post- 40%
purchase
60%
The motivation to share is
higher once the purchase has
been made.
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19. Promote
1. Post regular updates: Pictures, performers, VIPs,
auction items, partners and 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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20. • Post 6-7 times a day
• Reach out to influencers
• Retweet & thank!
• Use Hashtag- a word #sm4np
preceded by # sign – keep it short! (6 –
8 characters)
• Unifies tweets from multiple
people on same subject
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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
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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 2 3
• 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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25. Productivity Tools:
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
Do not use for Facebook!
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27. Wrap Up
• Decide which channels are right for you and your organization
• Incent early ticket purchasing to get the wheel in motion
• Collect donations from those who can’t attend
• Encourage post-purchase sharing – it is most powerful
• Give attendees reason to engage before, during and after your event
• Analyze which social media efforts are most effective
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28. Laura Coltrin @lcoltrin
Product Marketing Manager
laura@eventbrite.com
Eventbrite
Ritu Sharma @Ritusharma1
Co-Founder and Executive
Director ritu@sm4np.org
Social Media for Nonprofits
28
Notas do Editor
Ritu and Laura to both own
Ritu – first twoLaura – last two
Laura
Laura
Owner: Laura
Ritu
Owner:RituEarly Bird SpecialsAllow people to buy tickets early for a 5 or 10% discountCreate a Referral ProgramAllow your audience to sell more tickets for you via affiliate / referral codes that gives them discounts or rewardsCan you give something away for a milestone ticket sale?T-Shirts for the first 30 people that buy their tickets?VIP Reception Upgrade Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
Owner:Ritu
Owner: Ritu
Owner: Laura Donation Option
Owner: Laura There are lots of other ways to drive marketing too and the key is to have every touch tie back to your registration page.
Owner:Ritu
Owner:RituThis 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
Owner: LauraKnow your Audience.- Gather information on your attendees - Geography - Demographics - Survey Questions- Access all data through our real time reports- View charts, graphs and heat maps for visual representation of ticket sales data - Page views - Overall ticket sales - Sales by ticket type- Track which buyers are buying through which channelsOne thing every organizer wants to know is who is their audience? Eventbrite empowers event organizers with visibility and control over your guest list with graphical dashboards to track sales and attendees. Some of the capabilities are:Capturing demographic information (city-level)Creating custom survey questions – how did you hear about this event? Capture email or any other data?Segmenting buyers based on ticket type (VIP, GA, Early Bird, etc.) – Send custom messages to different ticket buyersMembership Great way to gain insight on your attendeesThink about the long tail approach of your organizationWhat Data can I collect at my event to make this organization be more effective, responsive, and smarterMost organizations will choose the path of least resistance and then wish they were able to have collected certain information after the fact.Is Your Event Free?Ask for a donation!
Owner: Laura
Owner: LauraClearly we have a thing about babies…ha! But in truth, I thought this was just another great example of a customer Event Page. And in this screenshot you can see what happens when someone shares their excitement about your event – before and after the purchase.In 2011 we completed a study where we actually measured the value of 1 share in Facebook, and what we found is that when the event is associated with fundraising, its quite impressive:1 “Share” equals $11 in future donations. In other words, on average, for all the people who like, comment and share out their excitement about this event – they are bringing new people into the fold and those people are buying tickets!Source: Eventbrite Social Commerce Report: http://blog.eventbrite.com/wp-content/uploads/Screen-shot-2011-03-16-at-10.02.57-AM.png
Owner: Laura
Owner:Ritu
Owner:RituTwitter is also a great tool in addition to Facebook and it doesn’t take a lot of time.- Create an account – if you don’t already have one. It’s easy and fast- Twitter allow you to search and catalogs your event- The hash tag unifies tweets from multiple people on the same subjectIn this example, we have a fundraiser who has created the hashtag #prouty and uses Twitter as a way to not only get people excited and committed to attending her fundraising event, but also to keep all her friends engaged from the beginning of her fundraising journey all the way to her experience crossing the finish line – both on the ride and in crushing her fundraising goals.
Owner: Laura
Owner: Laura
Owner: Laura
Owner: LauraWith tracking links you’ll know what marketing channels are driving the most sales and be able to adapt your marketing strategy as needed. Eventbrite makes it easy to quickly create and assign unique tracking links for email campaigns, Facebook Advertisements, or anything else requiring online analytics.