Behind the Tweet: How to use social media for sold out galas and events

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Behind the Tweet:What Marketers and Fundraising Professionals can Learn

from Social Media Event Behavior

Introducing Our Speakers

Ritu SharmaFounder & CEO

Social Media 4 [email protected]@ritusharma1

Tracy KosolcharoenMarketing Manager

[email protected]

@tkosol

mailto:[email protected]

mailto:[email protected]?subject=

Bring the world together through live experiences

#sm4np #eventbrite www.sm4np.org/blog

Agenda

Overview of Study

Study conducted by Mashwork

Before the Event:

Breakdown & Learnings

During the Event:


After the Event:


Key Takeaways

and Q&A


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


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


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%


Before Fundraising Events: Conversation Relative to All Events

Ticket Purchase Ticket Pro-motion

Anticipation Event Prep Media Analysis FOMO-14%

-9%

-4%

1%

6%

11%

16%

21%

Build excitement that leads to free promotion


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

BriteTip: Tweets with images get 18X more

engagement

www.sm4np.org/blog#sm4np #eventbrite

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


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

event


Hold Promotions:Build conversation with giveaways and prizes


Promote:Encourage social sharing with a seamless experience

Value of Social Media

Visits/Share $/Share

Facebook 6 $3.22

Twitter 38 $5.30


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

During Fundraising Events

EventEvent Event

Before During After


During Fundraising Events: What is the conversation about?

Quotes & Media Discussing Experience0%

10%

20%

30%

40%

42%


During Fundraising Events: Conversation Relative to All Events

Quotes & Media Discussing Experience0%

2%

4%

6%

8%

10%


Quotes & Media:The breakdown of each type of content

78%

14%

8%

Pictures

Videos

Quotes

Create & facilitate sharable content at the event

““

abc


During the Event: Make it visual, digestible & consistent


During the Event: Share Quotes, Content, and Photos

After Fundraising Events

EventEvent Event

Before During After


After Fundraising Events: What is the conversation about?

Positive Feedback Negative Feedback Media Analysis0%

1%

1%

2%

3%

18%


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

---

!

?

---

!?

--- !!


After the Event: Curate content


After the Event: Encourage and amplify positive feedback


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

- +


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


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


Ritu Sharma@ritusharma1

[email protected]@SM4Nonprofits

Learn more: www.sm4np.org/blog

Tracy Kosolcharoen@tkosol

[email protected] more: Eventbrite.com/academy



Government & Nonprofit

Behind the Tweet: How to use social media for sold out galas and events