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Social Media for Nonprofits and Eventbrite will present clear strategies, tactics, and resources for using social media to ensure the success of nonprofit events.
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Sponsored by: A Service
Of:
Leveraging Social Media for Nonprofit Events
Dawn Andreas & Ritu Sharma
August 15, 2012
Sponsored by: A Service
Of:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
INTEGRATED PLANNING
Sponsored by: A Service
Of:
www.mission.do
Sponsored by: A Service
Of:
Today’s Speakers
Dawn Andreas Event Evanglist Program Manager
Eventbrite
Hosting:
Tara Jensen, Good Done Great Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
Ritu Sharma Co-Founder & Executive Director
Social Media for Nonprofits
Leveraging Social Media for
Nonprofit Events
Who are we?
Ritu Sharma
Co-Founder & Executive Director
@ritusharma1
Eventbrite.com/npo
6
Dawn Andreas
Marketing Program Manager
@britedawn
SM4NP.org
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
7
Defining Event & Social Media
ROI
ROI = Increasing donations
+ Raising awareness +
Maximizing ticket sales
8
Ticketing Lifecycle On average, fundraiser tickets go on sale 4-6
weeks before the event.
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Ticket Lifecycle At what point has an event sold ½ its tickets?
38%
33%
29% In the week
prior to the
event
2 weeks prior
to the event
1 week prior to the
event
10
Events are Inherently Social
Increase your reach
Relatively low cost
Viral effect: Reach friends of
friends | Networks
11
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
12
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
13
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
14
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
15
Create your Registration Page
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Create a Facebook Event
17
Create a LinkedIn Event
18
Don’t Think of Your Event as
Just as an Event
2
Use the event as a data collection opportunity
Consider the long term vs. short term gains
Create direct donation option for non-attendees
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Let 1,000 Flowers Bloom
20
Invite all your friends and followers on respective
platforms
Invite via multiple channels: Email, LinkedIn,
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…
Tic
ke
t s
ale
s p
er
sh
ar
e
E v e n t t y p e
Prompt attendees to share event information with a powerful call to action
21
Promote
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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
Promote
23
Facebook Ads
Target your demographic narrowly
Target each VIP / Key partner organization
Target all nonprofits (relevant)
Target based on Facebook Insights
pre-purchase
40% post-purchase
60%
The motivation to share is
higher once the purchase has
been made.
Facebook Shares
24
Promote
25
Create a hashtag for your event (“SM4NP”)
www.tagal.us
www.twubs.com
Hashtag =
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• 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!
It’s About the Conversation
27
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!
Keep the Conversation Going
28
During the event:
• Provide a twitter wall
• Prominently display the #hashtag
• Display the conversation
• Use free services like tweetchat.com
or twitterfall.com
The Conversation Lives On
29
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
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
30
Track your Sales Sources 1 2 3
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Productivity Tools:
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Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
Do not use for Facebook!
Productivity Tools:
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Sprout Social
Manage conversations with one tool
Publish and schedule update across multiple social channels
Measure efforts with reporting and analytics
Productivity Tools:
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Simply Measured/RowFeeder/Exportly
Gather data rich worksheets
See who is following you
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
35
36
Ritu Sharma
Co-Founder and Executive
Director [email protected]
Social Media for Nonprofits
Dawn Andreas
Marketing Program Manager
Eventbrite
Sponsored by: A Service
Of:
Find listings for our current season of webinars and register at:
NonprofitWebinars.com