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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
@tkosol
#sm4np #eventbrite 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 #eventbrite 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 #eventbrite www.sm4np.org/blog
When is the conversation taking place?
Before the event
During the event
After the event
40%
42%
18%
?!---
#sm4np #eventbrite 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 #eventbrite www.sm4np.org/blog
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%
#sm4np #eventbrite www.sm4np.org/blog
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
#sm4np #eventbrite www.sm4np.org/blog
Bring on the Humble Brag:Encourage attendees to publicly show their support for your
event
#sm4np #eventbrite 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
#sm4np #eventbrite www.sm4np.org/blog
Find Your Best Promoters:Use custom tracking URLs to identify top registration drivers
#sm4np #eventbrite www.sm4np.org/blog
During Fundraising Events: What is the conversation about?
Quotes & Media Discussing Experience0%
10%
20%
30%
40%
42%
#sm4np #eventbrite www.sm4np.org/blog
During Fundraising Events: Conversation Relative to All Events
Quotes & Media Discussing Experience0%
2%
4%
6%
8%
10%
#sm4np #eventbrite www.sm4np.org/blog
Quotes & Media:The breakdown of each type of content
78%
14%
8%
Pictures
Videos
Quotes
#sm4np #eventbrite www.sm4np.org/blog
After Fundraising Events: What is the conversation about?
Positive Feedback Negative Feedback Media Analysis0%
1%
1%
2%
3%
18%
#sm4np #eventbrite www.sm4np.org/blog
After Fundraising Events: Conversation Relative to All Events
Positive Feedback Negative Feedback Media Analysis-11%
-8%
-5%
-3%
0%
#sm4np #eventbrite 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
- +
#sm4np #eventbrite 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 #eventbrite 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 #eventbrite www.sm4np.org/blog
Ritu Sharma@ritusharma1
[email protected]@SM4Nonprofits
Learn more: www.sm4np.org/blog
Tracy Kosolcharoen@tkosol
[email protected] more: Eventbrite.com/academy