Behind the Tweet: Social Media for Sold Out Galas and Events

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Behind the Tweet:How to Use Social Media for Sold Out Galas and Events

Introducing Our Speakers

Ritu SharmaFounder & CEO

Social Media 4 Nonprofitsritu@sm4np.org

@ritusharma1

Tracy KosolcharoenMarketing Manager

Eventbritetracy@Eventbrite.com

@tkosol

Bring the world together through live experiences

#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

#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

#sm4np www.sm4np.org/blog

When is the conversation taking place?

Before the event

During the event

After the event

40%

42%

18%

?!---

Before Fundraising Events

EventEvent Event

Before During After

#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%

#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%

Build excitement that leads to free promotion

#sm4np www.sm4np.org/blog

Fuel Anticipation: Create sharable content & give them something to talk about

ExpertTip: Tweets with images get 18X more

engagement

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

#sm4np www.sm4np.org/blog

Bring on the Humble Brag:Encourage attendees to publicly show their support for your

event

#sm4np www.sm4np.org/blog

Hold Promotions:Build conversation with giveaways and prizes

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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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Find Your Best Promoters:Use custom tracking URLs to identify top registration drivers

During Fundraising Events

EventEvent Event

Before During After

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During Fundraising Events: What is the conversation about?

Quotes & Media Discussing Experience0%

10%

20%

30%

40%

42%

#sm4np www.sm4np.org/blog

During Fundraising Events: Conversation Relative to All Events

Quotes & Media Discussing Experience0%

2%

4%

6%

8%

10%

#sm4np www.sm4np.org/blog

Quotes & Media:The breakdown of each type of content

78%

14%

8%

Pictures

Videos

Quotes

Create & facilitate shareable content at the event

““

#sm4np www.sm4np.org/blog

During the Event: Make it visual, digestible & consistent

#sm4np www.sm4np.org/blog

During the Event: Share Quotes, Content, and Photos

After Fundraising Events

EventEvent Event

Before During After

#sm4np www.sm4np.org/blog

After Fundraising Events: What is the conversation about?

Positive Feedback Negative Feedback Media Analysis0%

1%

1%

2%

3%

18%

#sm4np www.sm4np.org/blog

After Fundraising Events: Conversation Relative to All Events

Positive Feedback Negative Feedback Media Analysis-11%

-8%

-5%

-3%

0%

Curate content and gather feedback to keep the conversation going

---

!

?

---

!?

--- !!

#sm4np www.sm4np.org/blog

After the Event: Curate content

#sm4np www.sm4np.org/blog

After the Event: Encourage and amplify positive feedback

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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

- +

#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

#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

#sm4np www.sm4np.org/blog

Ritu Sharma@ritusharma1

ritu@sm4np.org@SM4Nonprofits

Learn more: www.sm4np.org/blog

Tracy Kosolcharoen@tkosol

tracy@eventbrite.com@eventbrite

Learn more: Eventbrite.com/academy