Shares, Likes
and Status Updates allow Facebook users to spread the word
about their interests and activities. And since events are a social
experience, what better way to promote them than via a
Social Network? Check out amiando's Facebook Marketing for Events Whitepaper.
2. event registration & ticketing
Introduction – Facts and Figures
We all have a routine when we go online with around 7 web- How Facebook can help you to gain maximum
pages we always visit. At least one of these is bound to be a publicity for your event,
Social Network page. As the most powerful Social Network,
Facebook not only keeps millions of people around the globe Why you should not miss out on using Face-
connected, it has also become a crucial marketing channel for book as a channel for marketing your event and
businesses. If you can target your audience via their routine
websites, you’re exactly where you need to be. Shares, Likes What the future of Event Marketing holds for
and Status Updates allow Facebook users to spread the word you, including challenges and opportunities
about their interests and activities. And since events are a so-
cial experience, what better way to promote them than via a
Social Network? In the following, we show you:
Social Media Facts: Facebook Facts:
How important is Social Media as a marketing Which social media channels are most used
tool for event organizers? for promoting events?
2 billion internet users
84%
800 million Facebook users
61%
47%
44%
35% 35%
7%
Facebook Twitter Xing YouTube LinkedIn Blogs MySpace
Significant part of people’s lives is now spent online Number 1 social network
2 billion online users, meaning a huge potential audience 2nd most visited website and 2nd largest source of user
traffic to other sites
Social Media offers an engaging two-way communication
process 800 million active users of which 50% log on every day
People are likely to show interest in something their Average user has 230 friends and is connected to 80 pa-
friends have recommended ges, groups and events
Of the 1000 event organizers we questioned, 72% con- 30 billion pieces of content shared each month
sidered Social Media to be important or very important
for event marketing
amiando – Europe’s online tool for event registration 2
3. event registration & ticketing
How – The Best Tools and Strategies
Event Marketing with a Facebook Fan Page / Facebook Event is suitable for:
Small, medium and Events for which you wish Events you wish to
large-scale events people to RSVP on Facebook promote for free
Facebook Fan Page Facebook Event
How To How To
1. Go to http://www.facebook.com/pages/create.php 1. Go to http://www.facebook.com/events/create
2. Select a category (e.g. company, brand) 2. Select an event name, date, location and image
3. Choose a profile picture, enter the basic info and 3. Select guests and post the event on your fan page
get fans by inviting friends or importing contacts to let non-friends join
Best Practices Best Practices
Build your Network – to ensure popularity Be Eye-Catching – always include a recognizable image
Be Eye-Catching – use a recognizable image and slogan Stay Active – Update regularly and send a reminder in the
run up to your event
Keep it fresh – Update regularly with relevant content
Viral Marketing – Encourage attendees to comment on,
Viral Marketing3 – Encourage fans to comment on your RSVP to and share your event – this will appear in their
page and share it – it will then appear in their friends’ friends’ newsfeeds
newsfeeds
Post-event marketing – Get attendees to post on your
Monitor your popularity, e.g. using Facebook Insights4 page after your event
or an external provider such as AllFacebook Stats5
amiando – Europe’s online tool for event registration 3
4. event registration & ticketing
How – The Best Tools and Strategies
Event Marketing with Facebook Social Ticketing is suitable for:
Small, medium and lar- Events requiring registration Events with an existing
ge-scale events requi- forms (e.g. conferences) or Facebook Fan Page
ring payment handling ticket sales (e.g. concerts)
Facebook Ticket Shop
How To
1. Go to
1. 2. Activate your
2. 3. Click on ‘Add to
3. 4. Your ticket shop
4. 5. Almost done!
5.
www.amiando.com, event, then go to my Page’, select the will now be integrated. Select your amiando
log on and create Facebook’s page you wish to Log on using your event from the list.
your amiando event amiando Social integrate, then click amiando account Your Facebook Ticket
Ticketing page6 on ‘Add to Page’ Shop is now ready
Best Practices
Engage your audience visually and include relevant and interesting
information surrounding your event
Update regularly and encourage attendees to buy, share and ‘like’ – this
will appear in their network’s newsfeed
For maximum user traffic, post your ticket shop on your Facebook Fan
Page or external homepage
Use amiando’s Viral Tickets7 and get people to recommend their friends
for your event – it’s a win-win situation as they’ll both receive a discount
Advertise your Ticket Shop with Facebook Ads to target specific
audiences (see next page)
amiando – Europe’s online tool for event registration 4
5. event registration & ticketing
How – The Best Tools and Strategies
Event Marketing via Facebook Ads suitable for:
Medium to large-scale Events whose marketing Events with an external web-
events you are willing to pay for page or Facebook Ticket
Shop you wish to promote
Facebook Ads
People living
in France
Aged 18-40
Interested in IT &
Social Media
How To
1. Go to www.facebook.com/
1. 2. Enter your event’s URL
2. 3. Define your target
3. 4. Set your daily budget
4.
advertising and click on ‘Crea- and select a title, text body audience (by location, for the ad; Fb will suggest
te an Advert’ and image age, gender, ‘likes’) a bid amount
Best Practices 77%
66%
Identify your goals and tailor your strategy: are you trying to 60% 59%
drive ticket sales or create awareness of your event/brand? 51%
44% 45%
40%
Keep your ad text short, catchy and relevant 37%
28%
22%
Stand out by using an ad image which people will 17%
recognize and remember 6% 3%
Change and rotate your event ads regularly –
don’t display the same ad again and again
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Monitor your ad campaign’s success and make continuous
me
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tic
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or
sto
adjustments to gain the maximum ROI – use Fb’s guidelines8
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ica
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for this
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Use a Facebook Social Plug-In9 for your external event page
w
ne
allowing attendees to post on your event website and via their
own Facebook account
Comparison: Defined social media goals vs. realized goals
amiando – Europe’s online tool for event registration 5
6. event registration & ticketing
Why – The Benefits of
Facebook Marketing
A Network of Marketing Tools
= Promontion
facebook
Ads
External facebook facebook
event registration & ticketing
Ticket Shop Event
Event via Page / Fan
Website Page
event registration & ticketing
Free – interaction for both you and your attendees Exposure – Reach a huge audience and increase the
(with the exception of Facebook Ads) potential for qualified leads
Fast – Shares, ‘likes’ and status updates can help you Measurable – Track how many people are sharing
go viral within minutes your event and measure the generated value
Flexible – Update and adjust any time at no additional cost Network Effect – the more people use FB, the more
valuable it becomes to both users and businesses
Specific – Target your audience (e.g. with Facebook Ads)
amiando – Europe’s online tool for event registration 6
7. event registration & ticketing
Prospects – Challenges
and Opportunities
Mobile Ads10 Facebook is not for Businesses?
65 million people now Many businesses are still opposed to the
use a mobile device to idea of marketing via a social media platform.
access FB and Mobile FB’s fan base is growing, however, and even
Ads are becoming in- your conference guests are likely to have an
creasingly important – account. The rapidly increasing number of
consider Mobile Ads for business pages is a testimony to this deve-
marketing your event! lopment.
Check into an Event The Loyalty Factor
Facebook is innovating its FB’s two-way communication
features every day. Now, channel allows you to build
people can check into events close and lasting relationships
(not just official locations) with with your customers. Consi-
their phones – this way, par- der a loyalty program which
ticipants promote your event
while it’s happening, creating
rewards fans who visit or com-
ment on your page regularly,
1.248
a real-time marketing effect. e.g. through FB credits11.
Growing Competition
Social Media Networks represent an increasingly competitive
landscape for businesses. Money is no longer the most impor-
tant factor for successful marketing. Anybody can build their
brand at no or little cost by using the right strategy. Make your
event a true success by posting regular and relevant content
and engaging your audience!
amiando – Europe’s online tool for event registration 7
8. event registration & ticketing
References & Resources
References:
1
amiando Social Media Report: http://www.amiando.com/resources
2
Facebook Fan Page: Promote your brand/event; get ideas on:
http://www.facebook.com/pages/browser.php
3
Viral Marketing: A marketing technique which uses social networks to increase brand
awareness through a self-replicating ‘viral’ process, i.e. word of mouth promotion
4
Facebook Insights: http://www.facebook.com/help/search/insights
5
AllFacebook Stats: https://www.allfacebookstats.com/
6
Facebook Social Ticketing Page: http://info.amiando.com/facebook_app
7
amiando Viral Tickets: http://www.amiando.com/info/viralTickets.html
8
Facebook Ads Guidelines: http://on.fb.me/ads-guidelines
9
Social Plug-In: http://developers.facebook.com/docs/plugins/
10
Mobile Ads: http://facebookadtactics.com/category/facebook-mobile-advertising/
11
Facebook Credits: http://www.facebook.com/help/credits
For further information visit:
amiando: http://www.amiando.com
amiando features: http://www.amiando.com/features Or call us on +49 89 552 73 58-11.
amiando press: http://newsroom.amiando.com We’ll show you how it works or
amiando blog: http://blog.amiando.com do it for you.
amiando facebook: http://facebook.com/amiando
About event registration & ticketing
amiando is a pioneer in online event Contact amiando Germany
registration and ticketing. Since its Dennis von Ferenczy
foundation in 2006, amiando has Sandstraße 33, 80335 Munich
become a leading software-as-a- Phone: +49 89 5 52 73 58 32
service platform for professional dennis.ferenczy@amiando.com
events.
Contact amiando UK
amiando’s products help event Spencer Cohen
organizers to reach a professional 1 Fetter Lane, London EC4A 1BR
level of event organization which, Phone: +44 0203 002 8026
until now, was only reserved for large corporations and spencer.cohen@amiando.com
event agencies. All tools are online-based and immedia-
tely available for use, without the need for software ins- Contact amiando France
tallation. Over 100,000 event organizers worldwide use Verena Gladiator
amiando, including prestigious names such as Facebook, Le Tank, 50 Rue de la Montreuil, 75011 Paris
BMW, UNESCO, and Telefónica O2. Phone: +33 143 14 46 25
verena.gladiator@amiando.com
amiando has been awarded numerous prizes for its inno-
vative products, among them the “Technology Pioneer of Contact amiando Asia Pacific
2010” at the World Economic Forum, and the “eco Inter- Boris Barreck
net Award” as the best business client portal. amiando Silver Fortune Plaza, 19/F, 1 Wellington Street
has been part of XING AG since December 2010, an ope- Central Hong Kong
rator of the business network XING. Phone: +852 3182 75 11
boris.barreck@amiando.com
amiando – Europe’s online tool for event registration 8