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event registration & ticketing




© amiando GmbH


Successful Facebook
Marketing for Events
Contents:
   Page 2: Introduction – Facts and Figures

   Page 3-5: How – The best tools and strategies

   Page 6: Why – What’s in it for you?

   Page 7: Future Prospects – Challenges & Opportunities

   Page 8: References – Resources and Contact




                       Europe’s leading tool for online event registration
                         amiando GmbH I Sandstr. 33 I 80335 Munich I Germany
                 Tel: +49 (89) 552 73 58-11 I en-offers@amiando.com I www.amiando.com
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
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
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
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
                                                                                 ss




                                                                                                  m




                                                                                                                   n




                                                                                                                                   y




                                                                                                                                                   ls




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                                                                                                                                                 an
                                                                              are



                                                                                            nm




                                                                                                                                                               ke
                                                                                                                                             ch
                                                                                                              en




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   Monitor your ad campaign’s success and make continuous
                                                                                                                            me
                                                                            aw




                                                                                                                                                              tic
                                                                                                          dg




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                                                                                          tio




                                                                                                                                            or
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   adjustments to gain the maximum ROI – use Fb’s guidelines8
                                                                          se




                                                                                                                                                            se
                                                                                                                                            pp
                                                                                       ica




                                                                                                         lea
                                                                          rea




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                                                                                                                                                         rea
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   for this
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                                                                                                                                                        inc
                                                                                     mm




                                                                                                                                       w
                                                                                                                     rea




                                                                                                                                       ne
                                                                                 co




                                                                                                                   inc




   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
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
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
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

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Facebook Marketing for Events

  • 1. event registration & ticketing © amiando GmbH Successful Facebook Marketing for Events Contents: Page 2: Introduction – Facts and Figures Page 3-5: How – The best tools and strategies Page 6: Why – What’s in it for you? Page 7: Future Prospects – Challenges & Opportunities Page 8: References – Resources and Contact Europe’s leading tool for online event registration amiando GmbH I Sandstr. 33 I 80335 Munich I Germany Tel: +49 (89) 552 73 58-11 I en-offers@amiando.com I www.amiando.com
  • 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 ss m n y ls s er alt ale tio ne iu oth ne loy ed era ts an are nm ke ch en r Monitor your ad campaign’s success and make continuous me aw tic dg t tio or sto adjustments to gain the maximum ROI – use Fb’s guidelines8 se se pp ica lea rea cu rea su un for this inc se inc mm w rea ne co inc 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