event chatter: how to engage your audience before, during & after your event
TRANSCRIPT
Event Chatter:How to Engage Your Audience Before, During & After Your Event
#EventChatter
Introducing Our Speakers
Sara Altier Community Manager
Eventbrite [email protected]
@saraaltier
Dan Kurzner Analyst
Mashwork [email protected]
@DKurzner#EventChatter
4.5 years old
> Located in Flatiron
clients including:
100+ custom reports
in 2014
Mashwork team consists of:
Developers Data Scientists
Strategists Designers Analysts 60+ 75+
press features in 2014
Mashwork: A Social Insights Firm
Agenda
Overview of Study
Before the Event:
Breakdown & Learnings
During the Event:
Breakdown & Learnings
After the Event:
Breakdown & Learnings
Key Takeaways
and Q&A
#EventChatter
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
#EventChatter
When is the conversation taking place?
18%
42%
40%
Before the event During the event After the event#EventChatter
Before the Event: What is the conversation about?
0%2%4%6%8%
10%12%14%
Anticipation FOMO Ticket Promotion Event Prep Media Analysis Ticket Purchase
40%
#EventChatter
Before the Event: How do events compare to one another?
Topic High Medium Low
Anticipation (14%) Endurance, Political Events
Music Festivals, Festivals/Consumer Shows
Conferences/Tradeshows, Fundraisers
FOMO (8%) Music Festivals/Consumer Events Endurance, Conferences, Fundraisers, Political Events
Ticket Promotion (8%) Endurance, Fundraisers Music Festivals, Festivals/Consumer Shows
Conferences/Tradeshows, Political Events
Event Preparation (5%) Endurance Festivals/Consumer Shows, Political Events
Music, Conferences/Tradeshows, Fundraisers
Media Analysis/Announcement (3%)
Endurance, Conferences/Tradeshows
Festivals/Consumer Shows, Fundraisers Music Festivals, Political Events
Ticket Purchase (2%) Fundraisers - Everything Else
#EventChatter
Build excitement that leads to free promotion
#EventChatter
Fuel Anticipation: Create sharable content & give them something to talk about
BriteTip: Tweets with images get 18X more engagement
Embrace FOMO: Include people with #FOMO in the conversation
• Daily tips related to your brand or product
• Weekly program or course announcements
• Weekly sponsor or speaker announcements
• Regular city or area guides and tips
• Short packing tips
Prep them for the event: Create habit with consistency
Promote: Drive word of mouth with a seamless experience
Value of Social Media
Visits/Share $/Share
Facebook 6 $3.22
Twitter 38 $5.30
#EventChatter
During the Event: What is the conversation about?
0%
10%
20%
30%
40%
Quotes & Media Discussing Experience
42%
#EventChatter
Quotes & Media:The breakdown of each type of content
8%
14%
78%
Pictures Videos Quotes#EventChatter
During the Event: How do events compare to one another?
Topic High Medium Low
Discussing the Experience
(6%)Political Events, Fundraisers, Conferences & Tradeshows Festivals/Consumer Events Music Festivals, Endurance
Events
Quotes & Multimedia (36%)
Festivals/Consumer Shows, Music Festivals, Fundraisers
Endurance, Conferences/Tradeshows, Political Events
#EventChatter
Create & facilitate sharable content at the event
#EventChatter
During the Event: Make it visual, digestible & consistent
During the Event: Facilitate the Kodak Moment
After the Event: What is the conversation about?
0%
3%
6%
9%
Media Analysis Negative Feedback Positive Feedback
18%
#EventChatter
Topic High Medium Low
Media Analysis (9%) Political Events, Conferences/Tradeshows Festivals/Consumer Shows Music Festivals, Endurance
Events, Fundraisers
Positive Commentary (4%) Conferences/Tradeshows Political Events, Festivals/
Consumers ShowsEndurance Events, Music Festivals, Political Events
Negative Commentary (5%)
Political Events, Music Festivals -
Festivals/Consumer Shows, Endurance Events,
Conferences/Tradeshows, Fundraisers
After the Event: How do events compare to one another?
#EventChatter
Curate content and gather feedback to keep the conversation going
#EventChatter
After the Event: Curate content
#EventChatter
After the Event: Amplify positive feedback
#EventChatter
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
#EventChatter
During the Event: Push content that is visual & digestible, facilitate the Kodak Moment
Key Takeaways
Before the Event: Fuel Anticipation, Embrace FOMO, prep them for the event, make it easy for attendees to share their ticket purchase
After the Event: Keep the conversation with curated content & amplifying positive feedback. Tactfully manage negative feedback.
18%
42%
40%
#EventChatter
Q&A
Sara Altier [email protected]
@saraaltier
Dan Kurzner [email protected]
@DKurzner
Visit the Event Academy for more resources and studies on the events industry: !eventbrite.com/Academy
#EventChatter