guidestar webinar (01/14/14) - leveraging social media for nonprofit events
DESCRIPTION
As part of GuideStar USA's webinar series, Social Media for Nonprofits and Eventbrite will present clear strategies, tactics, and resources for using social media to ensure the success of nonprofit events. Join us for this free webinar and learn: How to use Facebook, Twitter, LinkedIn, and other tools to maximize results for fundraising events. Practical recommendations to implement before, during, and after your event. How to use scheduling, analysis, and optimization tools to help you work more efficiently and drive performance. Sign up now for this free, interactive workshop and learn how to harness the power of social media to drive results in the real world! Presenters: Ritu Sharma, Co-Founder & Executive Director, Social Media for Nonprofits; Laura Huddle, Senior Category Manager, Eventbrite; and Lindsay J.K. Nichols, Communications Director, GuideStar USA (moderator)TRANSCRIPT
Leveraging Social Media for Nonprofit Events
Who are we?
Ritu Sharma
Co-Founder & Executive Director [email protected] @ritusharma1
Eventbrite.com/npo 2
Laura Coltrin
Product Marketing Manager [email protected] @lauracoltrin
SM4NP.org
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
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Defining Event & Social Media ROI
ROI = Increasing donations + Raising awareness +
Maximizing ticket sales
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Ticketing Lifecycle
On average, fundraiser tickets go on sale 4-6 weeks before the event.
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(Hint: People procrastinate. Don’t let them.)
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
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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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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 Where to post information? • Your website, Facebook, Twitter, LinkedIn, local
community calendars
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You can influence the ticketing lifecycle!
Ticketing Lifecycle
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
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Create your Registration Page
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Drive Every “Touch” to Registration
Registration
Pro Tip: Bit.ly is a great website to help you shorten links for posts across different social media channels
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Create a Facebook Event
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Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps.
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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
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Let 1,000 Flowers Bloom
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Invite all your friends and followers on respective platforms
Invite via multiple channels: Email, LinkedIn, Facebook
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1 “Share” =
$6.00
in future
donations + 11 views of your event page
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Understand the Value of a Share
pre-purchase
40% post-purchase
60%
The motivation to share is higher once the purchase has been made.
Facebook Shares
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Promote
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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
• Post 6-7 times a day
• Reach out to influencers
• Retweet & thank!
• Use a Hashtag- a word preceded by # sign – keep it short! (6 – 8 characters)
• Unifies tweets from mul2ple people on same subject
#sm4np
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Keep the Conversation Going
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During the event: • Provide a twitter wall • Prominently display the #hashtag • Display the conversation • Use free services like tweetchat.com
or twitterfall.com
The Conversation Lives On
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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
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
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Track your Sales Sources 1 2
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• Create unique links for each of your sales sources
• Monitor throughout the promo2on process
• Review which sources not only brought in traffic, but ul2mately sales and dona2ons
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Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
Do not use for Facebook!
Productivity Tools:
Productivity Tools:
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Sprout Social
Manage conversations with one tool
Publish and schedule update across multiple social channels
Measure efforts with reporting and analytics
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Productivity Tools:
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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Ritu Sharma
Co-Founder and Executive Director [email protected] Social Media for Nonprofits
Laura Coltrin
Product Marketing Manager [email protected] Eventbrite