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