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News
Chat Like
Share Friends
Behind the Tweet:How to Use Social Media for Sold Out Galas and Events
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Introducing Our Speakers
Ritu SharmaFounder & CEO
Social Media 4 [email protected]
@ritusharma1
Tracy KosolcharoenMarketing Manager
@tkosol
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Bring the world together through live experiences
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#sm4np www.sm4np.org/blog
Agenda
Overview of Study
Study conducted by Mashwork
Before the Event:
Breakdown & Learnings
During the Event:
Breakdown & Learnings
After the Event:
Breakdown & Learnings
Key Takeaways
and Q&A
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#sm4np www.sm4np.org/blog
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
25
+million
60
events
6kinds
1year
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#sm4np www.sm4np.org/blog
When is the conversation taking place?
Before the event
During the event
After the event
40%
42%
18%
?!---
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Before Fundraising Events
EventEvent Event
Before During After
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#sm4np www.sm4np.org/blog
Before Fundraising Events:What is the conversation about?
Ticket Purchase Ticket Pro-motion
Anticipation Event Prep Media Analysis FOMO0%
3%
7%
10%
13%
16%
20%
TICKET40%
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#sm4np www.sm4np.org/blog
Before Fundraising Events: Conversation Relative to All Events
Ticket Purchase Ticket Pro-motion
Anticipation Event Prep Media Analysis FOMO-15%
-10%
-5%
0%
5%
11%
16%
21%
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Build excitement that leads to free promotion
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#sm4np www.sm4np.org/blog
Fuel Anticipation: Create sharable content & give them something to talk about
ExpertTip: Tweets with images get 18X more
engagement
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www.sm4np.org/blog#sm4np
Share Ongoing Progress and Build MomentumCreate habit with consistency
Bring your audience along for the ride when you reach key milestones to drum up anticipation and make them truly feel like a part of the event! Share:
• Auction items secured as you secure them
• New speakers and sponsors
• Other internal preparation
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#sm4np www.sm4np.org/blog
Bring on the Humble Brag:Encourage attendees to publicly show their support for your
event
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#sm4np www.sm4np.org/blog
Hold Promotions:Build conversation with giveaways and prizes
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#sm4np www.sm4np.org/blog
Promote:Encourage social sharing with a seamless experience
Value of Social Media
Visits/Share $/Share
Facebook 6 $3.22
Twitter 38 $5.30
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#sm4np www.sm4np.org/blog
Find Your Best Promoters:Use custom tracking URLs to identify top registration drivers
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During Fundraising Events
EventEvent Event
Before During After
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#sm4np www.sm4np.org/blog
During Fundraising Events: What is the conversation about?
Quotes & Media Discussing Experience0%
10%
20%
30%
40%
42%
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#sm4np www.sm4np.org/blog
During Fundraising Events: Conversation Relative to All Events
Quotes & Media Discussing Experience0%
2%
4%
6%
8%
10%
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#sm4np www.sm4np.org/blog
Quotes & Media:The breakdown of each type of content
78%
14%
8%
Pictures
Videos
Quotes
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Create & facilitate shareable content at the event
““
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#sm4np www.sm4np.org/blog
During the Event: Make it visual, digestible & consistent
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#sm4np www.sm4np.org/blog
During the Event: Share Quotes, Content, and Photos
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After Fundraising Events
EventEvent Event
Before During After
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#sm4np www.sm4np.org/blog
After Fundraising Events: What is the conversation about?
Positive Feedback Negative Feedback Media Analysis0%
1%
1%
2%
3%
18%
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#sm4np www.sm4np.org/blog
After Fundraising Events: Conversation Relative to All Events
Positive Feedback Negative Feedback Media Analysis-11%
-8%
-5%
-3%
0%
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Curate content and gather feedback to keep the conversation going
---
!
?
---
!?
--- !!
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#sm4np www.sm4np.org/blog
After the Event: Curate content
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#sm4np www.sm4np.org/blog
After the Event: Encourage and amplify positive feedback
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#sm4np www.sm4np.org/blog
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
- +
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#sm4np www.sm4np.org/blog
After the Event: Be tactful with negative feedback
Delete Trolls, Profanities and
Irrelevant Status Jacking
Acknowledge all feedback
Address Negative Feedback with Empathy
and Professionalism even if You Disagree
Delete
Don’t Delete Negative
Comments
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#sm4np www.sm4np.org/blog
Key Takeaways
40%
42%
18% Before the Event: Fuel Anticipation, Embrace the Humble Brag, prep them for the event, encourage ticket purchase sharing
During the Event: Push content that is visual & digestible, facilitate the Kodak Moment
After the Event: Keep the conversation with curated content & amplifying positive feedback
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#sm4np www.sm4np.org/blog
Ritu Sharma@ritusharma1
[email protected]@SM4Nonprofits
Learn more: www.sm4np.org/blog
Tracy Kosolcharoen@tkosol
[email protected]@eventbrite
Learn more: Eventbrite.com/academy