facebook marketing for events

Successful Facebook Marketing for Events

© amiando GmbH

amiando GmbH I Sandstr. 33 I 80335 Munich I GermanyTel: +49 (89) 552 73 58-11 I [email protected] I www.amiando.com

Europe’s leading tool for online event registration

event registration & ticketing

Page 2: Introduction – Facts and Figures

Page 3-5: How – The best tools and strategies

Page 6: Why – What’s in it for you?

Page 7: Future Prospects – Challenges & Opportunities

Page 8: References – Resources and Contact

Contents:

We all have a routine when we go online with around 7 web-pages we always visit. At least one of these is bound to be a Social Network page. As the most powerful Social Network, Facebook not only keeps millions of people around the globe connected, it has also become a crucial marketing channel for businesses. If you can target your audience via their routine websites, you’re exactly where you need to be. Shares, Likes and Status Updates allow Facebook users to spread the word about their interests and activities. And since events are a so-cial experience, what better way to promote them than via a Social Network? In the following, we show you:

Facebook Facts:Social Media Facts:

Introduction – Facts and Figures


Significant part of people’s lives is now spent online

2 billion online users, meaning a huge potential audience

Social Media offers an engaging two-way communication process

People are likely to show interest in something their friends have recommended

Of the 1000 event organizers we questioned, 72% con-sidered Social Media to be important or very important for event marketing

Number 1 social network

2nd most visited website and 2nd largest source of user traffic to other sites

800 million active users of which 50% log on every day

Average user has 230 friends and is connected to 80 pa-ges, groups and events

30 billion pieces of content shared each month

Which social media channels are most used for promoting events?

How Facebook can help you to gain maximum publicity for your event,

Why you should not miss out on using Face-book as a channel for marketing your event and

What the future of Event Marketing holds for you, including challenges and opportunities

amiando – Europe’s online tool for event registration

Facebook

84%

61%

47%44%

35% 35%

7%

Twitter Xing YouTube LinkedIn Blogs MySpace

How important is Social Media as a marketing tool for event organizers?

2

2 billion internet users 800 million Facebook users


Event Marketing with a Facebook Fan Page / Facebook Event is suitable for:

How – The Best Tools and Strategies

Facebook Fan Page Facebook Event

1. Go to http://www.facebook.com/pages/create.php

2. Select a category (e.g. company, brand)

3. Choose a profile picture, enter the basic info and

get fans by inviting friends or importing contacts

1. Go to http://www.facebook.com/events/create

2. Select an event name, date, location and image

3. Select guests and post the event on your fan page

to let non-friends join

Build your Network – to ensure popularity

Be Eye-Catching – use a recognizable image and slogan

Keep it fresh – Update regularly with relevant content

Viral Marketing3 – Encourage fans to comment on your page and share it – it will then appear in their friends’ newsfeeds

Monitor your popularity, e.g. using Facebook Insights4

or an external provider such as AllFacebook Stats5

Be Eye-Catching – always include a recognizable image

Stay Active – Update regularly and send a reminder in the run up to your event

Viral Marketing – Encourage attendees to comment on, RSVP to and share your event – this will appear in their friends’ newsfeeds

Post-event marketing – Get attendees to post on your page after your event

How To How To

Best Practices Best Practices

Small, medium and large-scale events

Events for which you wish people to RSVP on Facebook

Events you wish to promote for free


3


Event Marketing with Facebook Social Ticketing is suitable for:


Small, medium and lar-ge-scale events requi-ring payment handling

Events requiring registration forms (e.g. conferences) or ticket sales (e.g. concerts)

Events with an existing Facebook Fan Page

Engage your audience visually and include relevant and interesting information surrounding your event Update regularly and encourage attendees to buy, share and ‘like’ – this will appear in their network’s newsfeed

For maximum user traffic, post your ticket shop on your Facebook Fan Page or external homepage

Use amiando’s Viral Tickets7 and get people to recommend their friends for your event – it’s a win-win situation as they’ll both receive a discount

Advertise your Ticket Shop with Facebook Ads to target specific audiences (see next page)

How To

Best Practices

Facebook Ticket Shop


1. Go to www.amiando.com, log on and create your amiando event

2. Activate your

event, then go to

Facebook’s

amiando Social

Ticketing page6

3. Click on ‘Add to

my Page’, select the

page you wish to

integrate, then click

on ‘Add to Page’

4. Your ticket shop

will now be integrated.

Log on using your

amiando account

5. Almost done!

Select your amiando

event from the list.

Your Facebook Ticket

Shop is now ready

1. 2. 3. 4. 5.

4

http://info.amiando.com/facebook_app

http://info.amiando.com/facebook_app


Event Marketing via Facebook Ads suitable for:


Medium to large-scale events

Events whose marketing you are willing to pay for

Events with an external web-page or Facebook Ticket Shop you wish to promote

Identify your goals and tailor your strategy: are you trying to drive ticket sales or create awareness of your event/brand?

Keep your ad text short, catchy and relevant

Stand out by using an ad image which people will recognize and remember

Change and rotate your event ads regularly – don’t display the same ad again and again

Monitor your ad campaign’s success and make continuous adjustments to gain the maximum ROI – use Fb’s guidelines8

for this

Use a Facebook Social Plug-In9 for your external event page allowing attendees to post on your event website and via their own Facebook account

How To

Best Practices

Facebook Ads


1. Go to www.facebook.com/

advertising and click on ‘Crea-

te an Advert’

1. 2. Enter your event’s URL

and select a title, text body

and image

2. 3. Define your target

audience (by location,

age, gender, ‘likes’)

3. 4. Set your daily budget

for the ad; Fb will suggest

a bid amount

4.

People living in France

Interested in IT & Social Media

Aged 18-40

Comparison: Defined social media goals vs. realized goals

incr

ease

aw

aren

ess

new

com

mun

icat

ion

med

ium

lead

gen

erat

ion

incr

ease

cus

tom

er lo

yalty

new

sup

port

cha

nnel

sin

crea

se ti

cket

sal

es

othe

r77%

60% 59%51%

37%

28%

17%

6% 3%

22%

44%40%

45%

66%

5

A Network of Marketing Tools

= Promontion

Event Page / Fan

Page

Ticket Shop via

External

Event Website

Adsfacebook

facebookfacebook





Free – interaction for both you and your attendees (with the exception of Facebook Ads)

Fast – Shares, ‘likes’ and status updates can help you go viral within minutes

Flexible – Update and adjust any time at no additional cost

Specific – Target your audience (e.g. with Facebook Ads)

Exposure – Reach a huge audience and increase the potential for qualified leads

Measurable – Track how many people are sharing your event and measure the generated value

Network Effect – the more people use FB, the more valuable it becomes to both users and businesses

Why – The Benefits of Facebook Marketing

6


1.248

Prospects – Challenges and Opportunities


Many businesses are still opposed to the idea of marketing via a social media platform. FB’s fan base is growing, however, and even your conference guests are likely to have an account. The rapidly increasing number of business pages is a testimony to this deve-lopment.

Facebook is not for Businesses?

FB’s two-way communication channel allows you to build close and lasting relationships with your customers. Consi-der a loyalty program which rewards fans who visit or com-ment on your page regularly, e.g. through FB credits11.

The Loyalty Factor

7

65 million people now use a mobile device to access FB and Mobile Ads are becoming in-creasingly important – consider Mobile Ads for marketing your event!

Mobile Ads10

Facebook is innovating its features every day. Now, people can check into events (not just official locations) with their phones – this way, par-ticipants promote your event while it’s happening, creating a real-time marketing effect.

Check into an Event

Social Media Networks represent an increasingly competitive landscape for businesses. Money is no longer the most impor-tant factor for successful marketing. Anybody can build their brand at no or little cost by using the right strategy. Make your event a true success by posting regular and relevant content and engaging your audience!

Growing Competition


References & Resources


References:1 amiando Social Media Report: http://www.amiando.com/resources2 Facebook Fan Page: Promote your brand/event; get ideas on: http://www.facebook.com/pages/browser.php 3 Viral Marketing: A marketing technique which uses social networks to increase brand awareness through a self-replicating ‘viral’ process, i.e. word of mouth promotion 4 Facebook Insights: http://www.facebook.com/help/search/insights5 AllFacebook Stats: https://www.allfacebookstats.com/6 Facebook Social Ticketing Page: http://info.amiando.com/facebook_app7 amiando Viral Tickets: http://www.amiando.com/info/viralTickets.html 8 Facebook Ads Guidelines: http://on.fb.me/ads-guidelines9 Social Plug-In: http://developers.facebook.com/docs/plugins/10 Mobile Ads: http://facebookadtactics.com/category/facebook-mobile-advertising/11 Facebook Credits: http://www.facebook.com/help/credits

Aboutamiando is a pioneer in online event registration and ticketing. Since its foundation in 2006, amiando has become a leading software-as-a-service platform for professional events.

amiando’s products help event organizers to reach a professional level of event organization which,

until now, was only reserved for large corporations and event agencies. All tools are online-based and immedia-tely available for use, without the need for software ins-tallation. Over 100,000 event organizers worldwide use amiando, including prestigious names such as Facebook, BMW, UNESCO, and Telefónica O2.

amiando has been awarded numerous prizes for its inno-vative products, among them the “Technology Pioneer of 2010” at the World Economic Forum, and the “eco Inter-net Award” as the best business client portal. amiando has been part of XING AG since December 2010, an ope-rator of the business network XING.

For further information visit:amiando: http://www.amiando.com

amiando features: http://www.amiando.com/features

amiando press: http://newsroom.amiando.com

amiando blog: http://blog.amiando.com

amiando facebook: http://facebook.com/amiando

Contact amiando GermanyDennis von FerenczySandstraße 33, 80335 Munich Phone: +49 89 5 52 73 58 [email protected]

Contact amiando UKSpencer Cohen1 Fetter Lane, London EC4A 1BR Phone: +44 0203 002 [email protected]

Contact amiando FranceVerena GladiatorLe Tank, 50 Rue de la Montreuil, 75011 ParisPhone: +33 143 14 46 [email protected]

Contact amiando Asia PacificBoris BarreckSilver Fortune Plaza, 19/F, 1 Wellington StreetCentral Hong Kong Phone: +852 3182 75 [email protected]

Or call us on +49 89 552 73 58-11. We’ll show you how it works or

do it for you.


8

facebook marketing for events

Documents