Behind The Tweet: Using Social Media for Sold Out Galas and Events

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



Ritu Sharma Founder & CEO

Social Media 4 Nonprofits [email protected] @ritusharma1

Tracy Kosolcharoen Marketing Manager

Eventbrite [email protected]

@tkosol

Bring the world together through live experiences

#sm4np www.sm4np.org/blog

Agenda

Overview of Study

Study conducted by Mashwork

Before the Event:

Breakdown & Learnings

During the Event:


After the Event:


Key Takeaways

and Q&A


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


When is the conversation taking place?

Before the event

During the event

After the event

40%

42%

18%

?! -‐-‐-‐

Before Fundraising Events

Event Event Event

Before During After


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%


Before Fundraising Events: Conversation Relative to All Events



-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




Fuel Anticipation: Create sharable content & give them something to talk about



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




Bring on the Humble Brag: Encourage attendees to publicly show their support for your event






Hold Promotions: Build conversation with giveaways and prizes


Promote: Encourage social sharing with a seamless experience



Value of Social Media Visits/Share $/Share

Facebook 6 $3.22

Twitter 38 $5.30


Find Your Best Promoters: Use custom tracking URLs to identify top registration drivers



During Fundraising Events

Event Event Event

Before During After




During Fundraising Events: What is the conversation about?

0%

10%

20%

30%

40%

Quotes & Media Discussing Experience

42%




During Fundraising Events: Conversation Relative to All Events

0%

2%

4%

6%

8%

10%

Quotes & Media Discussing Experience




Quotes & Media: The breakdown of each type of content

78%

14%

8%

Pictures

Videos

Quotes

Create & facilitate shareable content at the event



“ “


During the Event: Make it visual, digestible & consistent


During the Event: Share Quotes, Content, and Photos

After Fundraising Events

Event Event Event

Before During After




After Fundraising Events: What is the conversation about?

0%

1%

1%

2%

3%

Positive Feedback Negative Feedback Media Analysis

18%




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



-‐-‐-‐

!

?

-‐-‐-‐

!?

-‐-‐-‐ !!


After the Event: Curate content


After the Event: Encourage and amplify positive feedback


After the Event: Be tactful with negative feedback



Turn negative into positive

Be mindful of your bandwidth

You can’t make everyone happy all the

time

- +


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


Key Takeaways



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




Ritu Sharma @ritusharma1

[email protected] @SM4Nonprofits

Learn more: www.sm4np.org/blog

Tracy Kosolcharoen @tkosol

[email protected] @eventbrite

Learn more: Eventbrite.com/academy

Questions?

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Behind The Tweet: Using Social Media for Sold Out Galas and Events

Government & Nonprofit

Transcript of Behind The Tweet: Using Social Media for Sold Out Galas and Events