Post on 07-May-2015
description
Leveraging Social Media for Events
Darian Rodriguez Heyman
Co-Founder darian@sm4np.org
@dheyman
www.sm4np.org
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The AgendaUnderstanding 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 Ticketing Lifecycle
On average, fundraiser tickets go on sale 4-6 weeks before the event.
(Hint: People procrastinate. Don’t let them.)
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Ticketing Lifecycle
You can influence the ticketing lifecycle!
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Communication & Content Calendar
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
Sample Content Calendar
Event Date: June 25th— Calendar Highlights Content Plan Leading up to the Event
Sample Content Calendar
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Create your Registration Page
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Create a Facebook Event
Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps11
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The AgendaUnderstanding 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
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Promote1. 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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pre-pur-
chase 40%
post-purchase
60%
The motivation to share is higher once the purchase has been made
Facebook Shares
• 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)
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#sm4np
Twitter Direct Message Campaign
Step 1: Create Twitter List
Hootsuite Publisher Window
Download all your twitter followers in an excel sheet & segment by location
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
Step 3: Upload to Hootsuite
Twitter Direct Message Campaign
• 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
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The AgendaUnderstanding 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 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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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
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The AgendaUnderstanding 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 Sources1• 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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Productivity ToolsHootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
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Productivity Toolswww.simplymeasured.com
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Wrap Up• 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
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Questions?
Darian Rodriguez Heyman
Co-Founder darian@sm4np.org
@dheyman
www.sm4np.org