With such a wide range of discussions happening online, it can be hard to figure out how to build a social media strategy that engages your audience and builds awareness of your event before, during and after the event. Eventbrite decided to tackle this problem for event organizers by partnering with social media analytics agency Mashwork to study how and when people talk about different types of events. By analyzing over 25 million online conversations that took place over the span of a year, we discovered the type of content that event-goers are most inclined to share and when they share it. As a result, we found some surprising trends and some concrete takeaways for event organizers’ social media strategies. In this webinar, you will learn: What people are talking about online before, during and after events of all types How events across all types compare to one another and what you can learn from each How to better engage your audience before the event to increase awareness and ticket sales How to better engage your attendees during the event to enhance the experience How to keep the conversation going after the event to better engage press and amplify positive feedback

1. Event Chatter:How to Engage Your Audience
Before, During & After Your Event
#EventChatter

2. Introducing Our Speakers
Sara Altier
Community Manager
Eventbrite
sara@Eventbrite.com
@saraaltier
Dan Kurzner
Analyst
Mashwork
daniel@Mashwork.com
@DKurzner#EventChatter

4. 4.5years old
> Located
in Flatiron
clients
including:
100+
custom reports
in 2014
Mashwork team
consists of:
Developers Data Scientists
StrategistsDesignersAnalysts
60+
75+
press features
in 2014
Mashwork: A Social Insights Firm

5. Agenda
Overview of
Study
Before the
Event:
Breakdown
& Learnings
During the
Event:
Breakdown
& Learnings
After the
Event:
Breakdown
& Learnings
Key
Takeaways
and
Q&A
#EventChatter

6. 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
#EventChatter

8. When is the conversation taking place?
18%
42%
40%
Before the event During the event After the event#EventChatter

9. Before the Event:
What is the conversation about?
0%
2%
4%
6%
8%
10%
12%
14%
Anticipation FOMO Ticket Promotion Event Prep Media Analysis Ticket Purchase
40%
#EventChatter

10. Before the Event:
How do events compare to one another?
Topic High Medium Low
Anticipation (14%) Endurance,
Political Events
Music Festivals, Festivals/
Consumer Shows
Conferences/Tradeshows,
Fundraisers
FOMO (8%) Music Festivals/Consumer Events
Endurance, Conferences,
Fundraisers, Political Events
Ticket Promotion (8%) Endurance, Fundraisers
Music Festivals, Festivals/
Consumer Shows
Conferences/Tradeshows,
Political Events
Event Preparation (5%) Endurance
Festivals/Consumer Shows,
Political Events
Music, Conferences/
Tradeshows, Fundraisers
Media Analysis/
Announcement (3%)
Endurance, Conferences/
Tradeshows
Festivals/Consumer Shows,
Fundraisers
Music Festivals, Political Events
Ticket Purchase (2%) Fundraisers - Everything Else
#EventChatter

11. Build excitement that leads to
free promotion
#EventChatter

12. Fuel Anticipation:
Create sharable content & give them something to talk about
BriteTip: Tweets with images get 18X more engagement

13. Embrace FOMO:
Include people with #FOMO in the conversation

14. • Daily tips related to your brand or product
• Weekly program or course announcements
• Weekly sponsor or speaker announcements
• Regular city or area guides and tips
• Short packing tips
Prep them for the event:
Create habit with consistency

15. Promote:
Drive word of mouth with a seamless experience
Value of
Social Media
Visits/
Share
$/Share
Facebook 6 $3.22
Twitter 38 $5.30
#EventChatter

16. During the Event:
What is the conversation about?
0%
10%
20%
30%
40%
Quotes & Media Discussing Experience
42%
#EventChatter

17. Quotes & Media:
The breakdown of each type of content
8%
14%
78%
Pictures Videos Quotes#EventChatter

18. During the Event:
How do events compare to one another?
Topic High Medium Low
Discussing the
Experience
(6%)
Political Events, Fundraisers,
Conferences & Tradeshows
Festivals/Consumer Events
Music Festivals, Endurance
Events
Quotes & Multimedia
(36%)
Festivals/Consumer Shows,
Music Festivals, Fundraisers
Endurance, Conferences/
Tradeshows, Political Events
#EventChatter

19. Create & facilitate sharable content
at the event
#EventChatter

20. During the Event:
Make it visual, digestible & consistent

21. During the Event:
Facilitate the Kodak Moment

22. After the Event:
What is the conversation about?
0%
3%
6%
9%
Media Analysis Negative Feedback Positive Feedback
18%
#EventChatter

23. Topic High Medium Low
Media Analysis (9%) Political Events,
Conferences/Tradeshows
Festivals/Consumer Shows
Music Festivals, Endurance
Events, Fundraisers
Positive Commentary
(4%)
Conferences/Tradeshows
Political Events, Festivals/
Consumers Shows
Endurance Events, Music
Festivals, Political Events
Negative Commentary
(5%)
Political Events,
Music Festivals
-
Festivals/Consumer Shows,
Endurance Events,
Conferences/Tradeshows,
Fundraisers
After the Event:
How do events compare to one another?
#EventChatter

24. Curate content and gather feedback to
keep the conversation going
#EventChatter

25. After the Event:
Curate content
#EventChatter

26. After the Event:
Amplify positive feedback
#EventChatter

27. 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
#EventChatter

28. During the Event:
Push content that is
visual & digestible,
facilitate the Kodak
Moment
Key Takeaways
Before the Event:
Fuel Anticipation,
Embrace FOMO,
prep them for the
event, make it easy
for attendees to
share their ticket
purchase
After the Event:
Keep the
conversation with
curated content &
amplifying positive
feedback. Tactfully
manage negative
feedback.
18%
42%
40%
#EventChatter

29. Q&A
Sara Altier
sara@Eventbrite.com
@saraaltier
Dan Kurzner
daniel@Mashwork.com
@DKurzner
Visit the Event Academy for
more resources and studies
on the events industry:
!
eventbrite.com/Academy
#EventChatter