Three Steps to a Kick@$$ Presentation
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Transcript of Three Steps to a Kick@$$ Presentation
Grow Your Festival with Social
Media
Meet the speakers
Keiko Tokuda
Director of Marketing
m
Sara Altier
Community Manager
Festivals are perfect for social
media
How do I get the most for
my time and effort?
Today, we’ll cover…
5
Establishing & growing your social presence
Building momentum to increase sales
Engaging your community at the event
Tracking results & learning with data
Creating a loyal following
Establishing and Growing Your
Social Presence
6
Get to know your audience
7
• Age, gender, household
income, family status
• Personal interests
• Reason for attending
• Proximity to your event
Listen! Listen! Listen!
Submerge yourself in the culture
8
Where are “like” communities
gathering offline
• Groups or clubs, Meetup.com
• Classes: craft making, culinary, music
• Wine tastings and other related events
Where are conversations
happening online
• Special interest blogs: food, travel, etc
Follow like minded people within
that community
Creating your online presence
9
Just because “everyone”
has…
Facebook page
Twitter handle
Google + account
Pinterest board…
Start with what you know and
what you’re comfortable with
Don’t bite off more than you
can chew – it takes time to build
an online presence
10
Question for the audience
What social media platforms have you found to
be most successful for marketing your festival?
a) Facebook
b) Twitter
c) Instagram
d) Pinterest
e) Google+
f) Other
11
Building momentum to
increase sales
Announcing your festival—make it exciting!
• Promote your on-sale date
• Use social channels to
communicate the juicy
details
• Keep the conversation going
A “social” event page increases conversion
13
Your
brandSeeing
others
saved the
event
Your social
info
Social
sharing
Leverage the power of social influence
14
Let people see
friends that are going
and
rally their friends on
your behalf
Give people a taste of the experience
15
Get people talking & sharing with friends
16
~40% share events
before committing to
going
Measurable sales impact from social sharing
$4.15* in additional ticket sales, on average,
every time an event is shared on Facebook
*Average incremental revenue from social sharing. Source: internal data
28 additional
visits to the
event page
15 additional
visits to the
event page
Sharing patterns and values differ across
events
18
Source: internal data
Make it super simple to buy tickets
20
Building Excitement with
Your Community
Set goals, work backwards
21
Define what success looks like – Tickets sold?
Amount raised? # of Likes? RTs?
Create a social media calendar – make sure to note
any milestones or special dates leading up to the race.
Adopt tools to get started and manage the
process – here are some of our favorites!
What to say, and when
22
Be mindful of your message take time to craft your words, don’t
repeat the same post over and
over!
Decide your frequency based
on the platform. Twitter vs
Facebook?
Remember your audience! Let your target audience guide you.
AM vs PM, hashtags, etc.
Great additional tools to test
23
Great additional tools to test
24
Great additional tools to test
25
Create urgency with contests &
promotions
26
Use contests as a way to
engage with your audience
and spark action
Tie contest themes and
giveaways back to your
“true north”, and what
makes your event stand
out
Additional acquisition tools to build your fan
base
27
**Remember – Start small, you don’t
have to spend a lot of money to get
started!
28
Question for the audience
How do you get people excited
for your event using
social media?
29
Engaging your community
at the event
The right infrastructure is key
30
Let attendees download
the app and pull up tickets
right from the gate
Let them connect with
friends both present and
online
Increase the FOMO effect
within their networks!!
Put a # on it
31
KISS (Keep it Simple, Stupid) - Create a hashtagthat is relevant to your event and easy to remember.
Don’t Go Overboard - Limit your event to one-two hashtags max.
Do Your Research - Be mindful of anyone else ‘squatting’ on your hashtag, could impact metrics
Be Smart - Keep your hashtag under 10 characters to allow room for attendees to Tweet, be RT’ed!
Capitalize on FOMO effect
32
33
Tracking results and learning
with data
Glean key insights from your data
34
Track all of your promotions
35
36
Great insight for geo targeted
advertising and PR!
37
Create a loyal following
The conversation lives on—don’t drop off!
38
Create and share recaps on
the event and event experience
Post event pictures, and
encourage your attendees to also
add their own
Thank your fans, and
celebrate with them again and
again
Update the community on
your progress (i.e. donations)
Enroll your community to curate new ideas
39
• Ask for feedback
• Share a survey
• Listen to your attendees
• Take notes on how you
can improve your next
event!
Wrap up
40
Decide which social media channels are right for
your event, and your business
Make ticketing super easy, available everywhere,
and ensure it’s sharable
Give attendees reasons to engage before, during
and after your event
Analyze which marketing efforts are most
effective and double down
41
Question for the audience
Would you like more information
and resources from Eventbrite?
Thank you!Sara Altier
Keiko Tokuda
