2. Leveraging Social Media for
Nonprofit Events
With Ritu Sharma and Dawn Andreas
Hosted by Evonne Heyning
3. Who are we?
Ritu Sharma Dawn Andreas
Co-Founder & Executive Director Marketing Program Manager
ritu@sm4np.org dawn@eventbrite.com
@ritusharma1 @britedawn
SM4NP.org Eventbrite.com/npo
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4. 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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5. Defining Event & Social Media ROI
ROI = Increasing donations
+ Raising awareness +
Maximizing ticket sales
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7. Ticket Lifecycle
At what point has an event sold ½ its tickets?
2 weeks prior
In the week to the event
prior to the
event 29%
38%
1 week prior to the
event
33%
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8. Events are Inherently Social
Increase your reach
Relatively low cost
Viral effect: Reach friends of
friends | Networks
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9. 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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10. 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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11. Open Communication
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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12. 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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16. 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
2
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17. Let 1,000 Flowers Bloom
Invite all your friends and followers on respective
platforms
Invite via multiple channels: Email, LinkedIn,
Facebook
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18. More Social, More Revenue
On average, 1 Facebook share generates $2.52 in future sales and 11 page
views back to your event page; however…
Prompt attendees to share event information with a powerful call to action
Ticket sales per share
Event type
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19. Promote
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
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20. Promote
Facebook Ads
Target your demographic narrowly
Target each VIP / Key partner organization
Target all nonprofits (relevant)
Target based on Facebook Insights
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21. Facebook Shares
pre-
purchase
post- 40%
purchase
60%
The motivation to share is
higher once the purchase has
been made.
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22. Promote
Create a hashtag for your event (“SM4NP”)
www.twubs.com
www.tagal.us
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23. Hashtag =
• A word preceded by a #sign
– Used to unify tweets from multiple people on the same subject
• Easy to search and catalogs your event
• Keep it short!
• Brand all posts about your event with the same hashtag
• Encourage attendee participation!
•
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24. It’s About the Conversation
Schedule regular event or important deadline-related tweets
Post tweets that showcase the work/organizations of your
partners, speakers, attendees and sponsors
ReTweet and reply (@) religiously!
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25. 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
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26. 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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27. 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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29. Productivity Tools:
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
Do not use for Facebook!
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30. Productivity Tools:
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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31. Productivity Tools:
Simply Measured/RowFeeder/Exportly
Gather data rich worksheets
See who is following you
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32. 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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33. Dawn Andreas
Marketing Program Manager
dawn@eventbrite.com
Eventbrite
Ritu Sharma
Co-Founder and Executive
Director ritu@sm4np.org
Social Media for Nonprofits
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34. Questions?
Thank you for joining us!
Please take a moment to fill out the post-event survey and ask any
Questions in the TechSoup Forums for help with your great events
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Notes de l'éditeur
Early Bird SpecialsAllow people to buy tickets early for a 5 or 10% discountCreate a Referral ProgramAllow your audience to sell more tickets for you via affiliate / referral codes that gives them discounts or rewardsCan you give something away for a milestone ticket sale?T-Shirts for the first 30 people that buy their tickets?VIP Reception Upgrade Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
Know your Audience.- Gather information on your attendees - Geography - Demographics - Survey Questions- Access all data through our real time reports- View charts, graphs and heat maps for visual representation of ticket sales data - Page views - Overall ticket sales - Sales by ticket type- Track which buyers are buying through which channelsOne thing every organizer wants to know is who is their audience? Eventbrite empowers event organizers with visibility and control over your guest list with graphical dashboards to track sales and attendees. Some of the capabilities are:Capturing demographic information (city-level)Creating custom survey questions – how did you hear about this event? Capture email or any other data?Segmenting buyers based on ticket type (VIP, GA, Early Bird, etc.) – Send custom messages to different ticket buyersMembership Great way to gain insight on your attendeesThink about the long tail approach of your organizationWhat Data can I collect at my event to make this organization be more effective, responsive, and smarterMost organizations will choose the path of least resistance and then wish they were able to have collected certain information after the fact.Is Your Event Free?Ask for a donation!
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With tracking links you’ll know what marketing channels are driving the most sales and be able to adapt your marketing strategy as needed. Eventbrite makes it easy to quickly create and assign unique tracking links for email campaigns, Facebook Advertisements, or anything else requiring online analytics.