Leveraging Social Media for Nonprofit Events
Ritu Sharma
Co-Founder & Executive Director
@RituSharma1
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
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Defining Event & Social Media ROI
ROI = Increasing donations +
Raising awareness + Maximizing ticket sales
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Average Ticketing Lifecycle
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On average, fundraiser tickets go on sale 4-6 weeks before the event.
(Hint: People procrastinate. Don’t let them.)
Ticketing Lifecycle
You can influence the ticketing lifecycle!
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Communication Calendar
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Create a communication plan • Work backwards from the date of the
event until the first invite goes out strategic times to email? • 9-11am, Tuesday-Thursday Where to post information? • Your website, Facebook, Twitter,
LinkedIn, local community calendars
Sample Content Calendar
Event Date: June 25th— Calendar Highlights Content Plan Leading up to the Event
Sample Content Calendar
Create your Registration Page
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Create a Facebook Event
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Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps 11
The Agenda Understanding the event ticketing lifecycle
Social media tips, tricks & time savers to maximize engagement
Leveraging social media before, during and after your event
Tying it all together with data
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Promote 1. Post regular updates: Pictures,
performers, VIPs, auction items, partners & 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
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pre-purchase
40% post-purchase
60%
The motivation to share is higher once the purchase has been made
Facebook Shares
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• Post 6-7 times a day
• Reach out to influencers
• Retweet & thank!
• Use a Hashtag- word preceded by # sign – keep it short! (6 – 8 characters)
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#sm4np
Twitter Direct Message Campaign
Step 1: Create
Twitter List
Hootsuite Publisher Window
Download all your twitter followers in an excel sheet & segment by location
Step 2: Draft
Direct Message
Twitter Direct Message Campaign
d @Twitteruser Join us in Vancouver for Our Social Media Marketing Conf 6/25, save $20 w/code SM4NP http://bit.ly/sfshoih33
Step 3: Upload to Hootsuite
Twitter Direct Message Campaign
• Create Groups & Cultivate Community for your Members
• Pre-approve/Invite all Attendees to LI
• Share Exclusive Content on LI
• Host Post Event Chats/Discussions
• Participate in Industry Groups
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 20
Keep the Conversation Going
During the event: • Provide a twitter wall
• Prominently display the #hashtag
• Display the conversation
• Use free services like tweetchat.com or twitterfall.com to display tweets about the event
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The Conversation Lives On 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
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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 23
Track your Sales Sources 1 • Create unique links
for each of your sales sources
• Monitor throughout
the promotion process
• Review which sources
not only brought in traffic, but ultimately sales and donations
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Productivity Tools Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
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Productivity Tools
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www.simplymeasured.com
Wrap Up
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• Decide which channels are right for
your Organization
• Encourage post-purchase sharing
• Give attendees A reason to engage
before, during, & after your event
• Analyze which social media efforts
Work
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