This document summarizes key findings from a study on the use of social media for sold out galas and events. The summary includes: 1) The study analyzed over 25 million social media posts across various platforms related to 60 different events from July 2013 to July 2014. 2) Conversation about events was highest before (40%) and during (42%) the event, with 18% after the event. 3) Key recommendations are to fuel anticipation before events, share visual and digestible content during events, and keep the conversation going after events by curating content and amplifying positive feedback.

1. News
Chat Like
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Behind the Tweet:
How to Use Social Media for Sold Out Galas and Events

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 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 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 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 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 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 www.sm4np.org/blog
Fuel Anticipation:
Create sharable content & give them something to talk about
ExpertTip: Tweets with
images get 18X more
engagement

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

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

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

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

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

21. Create & facilitate shareable content
at the event
“
“

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

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

24. After Fundraising Events
EventEvent Event
Before During After

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

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

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