Grow Your Festival with Social

Media

Meet the speakers

Keiko Tokuda

Director of Marketing

keiko@eventbrite.co

m

Sara Altier

Community Manager

sara@eventbrite.com

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

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Get to know your audience

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• Age, gender, household

income, family status

• Personal interests

• Reason for attending

• Proximity to your event

Listen! Listen! Listen!

Submerge yourself in the culture

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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

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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

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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

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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

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Your

brandSeeing

others

saved the

event

Your social

info

Social

sharing

Leverage the power of social influence

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Let people see

friends that are going

and

rally their friends on

your behalf

Give people a taste of the experience

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Get people talking & sharing with friends

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~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

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Source: internal data

Make it super simple to buy tickets

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Building Excitement with

Your Community

Set goals, work backwards

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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

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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

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Great additional tools to test

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Great additional tools to test

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Create urgency with contests &

promotions

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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

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**Remember – Start small, you don’t

have to spend a lot of money to get

started!

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Question for the audience

How do you get people excited

for your event using

social media?

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Engaging your community

at the event

The right infrastructure is key

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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

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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

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Tracking results and learning

with data

Glean key insights from your data

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Track all of your promotions

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Great insight for geo targeted

advertising and PR!

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Create a loyal following

The conversation lives on—don’t drop off!

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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

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• Ask for feedback

• Share a survey

• Listen to your attendees

• Take notes on how you

can improve your next

event!

Wrap up

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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

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Question for the audience

Would you like more information

and resources from Eventbrite?

Thank you!Sara Altier

sara@eventbrite.com

Keiko Tokuda

Keiko@eventbrite.com