Key Takeways • How is social sharing different before, during, and after fundraising events? • What are the latest best practices for fundraisers on social media? • How can you boost engagement and encourage ticket sales with social media? • What are the tools and tactics for engaging with influencers?

1. News
Chat Like
Share Friends
Behind the Tweet:
What Marketers and Fundraising Professionals can Learn
from Social Media Event Behavior

2. Introducing Our Speakers
Ritu Sharma
Founder & CEO
Social Media 4 Nonprofits
ritu@sm4np.org
@ritusharma1
Tracy Kosolcharoen
Marketing Manager
Eventbrite
tracy@Eventbrite.com
@tkosol

3. Bring the world together through live
experiences

4. #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

5. #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
60events
6kinds
1year

6. #sm4np #eventbrite www.sm4np.org/blog
When is the conversation taking place?
Before the
event
During the
event
After the
event
40%
42%
18%
?!---

7. Before Fundraising Events
EventEvent Event
Before During After

8. #sm4np #eventbrite www.sm4np.org/blog
Before Fundraising Events:
What is the conversation about?
0%
2%
3%
5%
7%
8%
10%
12%
13%
15%
16%
18%
20%
21%
Ticket Purchase Ticket Promotion Anticipation Event Prep Media Analysis FOMO
40%

9. #sm4np #eventbrite www.sm4np.org/blog
Before Fundraising Events:
Conversation Relative to All Events
-15%
-12%
-10%
-7%
-5%
-2%
1%
3%
6%
8%
11%
13%
16%
18%
21%
23%
Ticket Purchase Ticket Promotion Anticipation Event Prep Media Analysis FOMO

10. Build excitement that leads to
free promotion

11. #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

12. www.sm4np.org/blog#sm4np #eventbrite
Share Ongoing Progress and Build Momentum
Create 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

13. #sm4np #eventbrite www.sm4np.org/blog
Bring on the Humble Brag:
Encourage attendees to publicly show their support for your event

14. #sm4np #eventbrite www.sm4np.org/blog
Hold Promotions:
Build conversation with giveaways and prizes

15. #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

16. #sm4np #eventbrite www.sm4np.org/blog
Find Your Best Promoters:
Use custom tracking URLs to identify top registration drivers

17. During Fundraising Events
EventEvent Event
Before During After

18. #sm4np #eventbrite www.sm4np.org/blog
During Fundraising Events:
What is the conversation about?
0%
10%
20%
30%
40%
Quotes & Media Discussing Experience
42%

19. #sm4np #eventbrite www.sm4np.org/blog
During Fundraising Events:
Conversation Relative to All Events
0%
2%
4%
6%
8%
10%
Quotes & Media Discussing Experience

20. #sm4np #eventbrite www.sm4np.org/blog
Quotes & Media:
The breakdown of each type of content
78%
14%
8%
Pictures
Videos
Quotes

21. Create & facilitate sharable content
at the event
“
“abc

22. #sm4np #eventbrite www.sm4np.org/blog
During the Event:
Make it visual, digestible & consistent

23. #sm4np #eventbrite www.sm4np.org/blog
During the Event:
Share Quotes, Content, and Photos

24. After Fundraising Events
EventEvent Event
Before During After

25. #sm4np #eventbrite www.sm4np.org/blog
After Fundraising Events:
What is the conversation about?
0%
1%
1%
2%
3%
Positive Feedback Negative Feedback Media Analysis
18%

26. #sm4np #eventbrite www.sm4np.org/blog
After Fundraising Events:
Conversation Relative to All Events
-11%
-8%
-5%
-3%
0%
Positive Feedback Negative Feedback Media Analysis

27. Curate content and gather feedback to
keep the conversation going
---
!
?
---
!?
--- !!

28. #sm4np #eventbrite www.sm4np.org/blog
After the Event:
Curate content

29. #sm4np #eventbrite www.sm4np.org/blog
After the Event:
Encourage and amplify positive feedback

30. #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
- +

31. #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

32. #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

33. #sm4np #eventbrite www.sm4np.org/blog
Ritu Sharma
@ritusharma1
ritu@sm4np.org
@SM4Nonprofits
Learn more: www.sm4np.org/blog
Tracy Kosolcharoen
@tkosol
tracy@eventbrite.com
Learn more: Eventbrite.com/academy