Eventbrite | Aug 15, 2012
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For event directors, the advent of social media has leveled the playing field. Effective distribution and promotion are no longer just for those who can afford expensive media buys. Social networks allow event attendees to become virtual promoters.
It’s helpful to remember that events are inherently social. It’s natural for people to tell their friends about events they love: Social media hardly invented word-of-mouth. What it does offer is game-changing acceleration, plus metrics for what’s working.
So just how much are those event shares on Facebook and Twitter worth? In October 2010, Eventbrite released a Social Commerce report that put a dollar value on shares for the first time. We discovered that on average, the Dollars Per Share (DPS) of an event on Facebook is $2.53. This means that a share on Facebook generates $2.53 in ticket sales and, in addition, 11 visits back to the event page.
Looking at additional social networks, Eventbrite discovered that a share on Twitter equals $0.43, a share on LinkedIn equals $0.90, and a share through our ”email friends” application equals $2.34.
Getting Started with Social Media
According to Alexa.com, five of the top 10 most visited sites in the United States are social networking sites. These sites have caused a sea shift in the way people purchase. And when used correctly, they’ll have a direct impact on the success of your event.
However, these sites don’t do all the work themselves. Just opening a Twitter account for your event isn’t going to get it done. It’s critical that you first understand them and decide how to deploy them.
So, what are your basic objectives? Before deciding how to use social media, you first must determine what your goals are. For example, you can leverage social media to achieve any or all of the following objectives:
• Sell out your event
• Increase awareness for your event and brand
• Gain sponsors and donors
• Establish yourself as an expert in your specific field
Check out Web sites like quantcast.com. Here you can search any Web site and discover demographic information about the traffic they receive, such as age, geographic location, income and interests. This information should be in mind before you make any marketing decision. It will help you understand where your future attendees spend time online and how to deliver correct messages to them.
This is part 1 of 3 in our Event Organizers: Social Media series. Tune back into Conference Hound next Wednesday for Part 2: How to Use Effectively Use Facebook and Twitter to Promote Your Event.
About the Author: At Eventbrite, we believe that conference registration is no longer just a monetary transaction. We see registration as an opportunity to leverage technology—to help conference directors like you get more out of every marketing dollar, generate new cash flow, and better understand your attendees. Eventbrite’s social media tools turn your attendees into instant promoters through one-click integration with Facebook, Twitter and LinkedIn. We help all conference organizers grow their events, build their brand, and ultimately increase revenue by offering the best attendee experience.