Successful Facebook Marketing for Events by maxfone srl

event registration & ticketing

Successful Facebook Marketing for Events Contents: 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

Europe’s leading tool for online event registration amiando GmbH I Sandstr. 33 I 80335 Munich I Germany Tel: +49 (89) 552 73 58-11 I en-offers@amiando.com I www.amiando.com

event registration & ticketing

Introduction – Facts and Figures We all have a routine when we go online with around 7 webpages 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 social experience, what better way to promote them than via a Social Network? In the following, we show you:

How Facebook can help you to gain maximum publicity for your event, Why you should not miss out on using Facebook as a channel for marketing your event and What the future of Event Marketing holds for you, including challenges and opportunities

Social Media Facts:

Facebook Facts:

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

Which social media channels are most used for promoting events?

2 billion internet users 800 million Facebook users

84%

61% 47%

44% 35%

35%

Facebook Twitter

Xing

YouTube LinkedIn

Blogs

MySpace

Significant part of people’s lives is now spent online

Number 1 social network

2 billion online users, meaning a huge potential audience

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

Social Media offers an engaging two-way communication process

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

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

Average user has 230 friends and is connected to 80 pages, groups and events

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

30 billion pieces of content shared each month

amiando – Europe’s online tool for event registration

event registration & ticketing

How – The Best Tools and Strategies Event Marketing with a Facebook Fan Page / Facebook Event is suitable for: Small, medium and large-scale events

Events for which you wish people to RSVP on Facebook

Facebook Fan Page

How To 1. 2. 3.

Events you wish to promote for free

Facebook Event

How To

Go to http://www.facebook.com/pages/create.php Select a category (e.g. company, brand) Choose a profile picture, enter the basic info and get fans by inviting friends or importing contacts

Best Practices

1. 2. 3.

Go to http://www.facebook.com/events/create Select an event name, date, location and image Select guests and post the event on your fan page to let non-friends join

Best Practices

Build your Network – to ensure popularity

Be Eye-Catching – always include a recognizable image

Be Eye-Catching – use a recognizable image and slogan

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

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

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

amiando – Europe’s online tool for event registration

event registration & ticketing

How – The Best Tools and Strategies Event Marketing with Facebook Social Ticketing is suitable for: Small, medium and large-scale events requiring payment handling

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

Events with an existing Facebook Fan Page

Facebook Ticket Shop

How To

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

2. 2. Activate your event, then go to Facebook’s amiando Social Ticketing page6

3. 3. Click on ‘Add to my Page’, select the page you wish to integrate, then click on ‘Add to Page’

4. 4. Your ticket shop will now be integrated. Log on using your amiando account

5. 5. Almost done! Select your amiando event from the list. Your Facebook Ticket Shop is now ready

Best Practices 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)

amiando – Europe’s online tool for event registration

event registration & ticketing

How – The Best Tools and Strategies 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 webpage or Facebook Ticket Shop you wish to promote

Facebook Ads People living in France Aged 18-40 Interested in IT & Social Media

How To 1. Go to www.facebook.com/ 1.

2. Enter your event’s URL 2.

3. Define your target 3.

advertising and click on ‘Crea-

and select a title, text body

audience (by location,

for the ad; Fb will suggest

te an Advert’

and image

age, gender, ‘likes’)

a bid amount

Best Practices

4. Set your daily budget 4.

77% 66%

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

60%

59% 51% 44%

45%

40%

Keep your ad text short, catchy and relevant

37% 28% 22%

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

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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

6% 3%

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

17%

Comparison: Defined social media goals vs. realized goals

amiando – Europe’s online tool for event registration

event registration & ticketing

Why – The Benefits of Facebook Marketing A Network of Marketing Tools = Promontion

facebook Ads

External event registration & ticketing

Event Website

facebook Ticket Shop via event registration & ticketing

facebook Event Page / Fan Page

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

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

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

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

Flexible – Update and adjust any time at no additional cost

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

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

amiando – Europe’s online tool for event registration

event registration & ticketing

Prospects – Challenges and Opportunities Mobile Ads10

Facebook is not for Businesses?

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

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 development.

Check into an Event

The Loyalty Factor

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

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

1.248

Growing Competition Social Media Networks represent an increasingly competitive landscape for businesses. Money is no longer the most important 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!

amiando – Europe’s online tool for event registration

event registration & ticketing

References & Resources References: 1

amiando Social Media Report: http://www.amiando.com/resources

Facebook Fan Page: Promote your brand/event; get ideas on: http://www.facebook.com/pages/browser.php

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

Facebook Insights: http://www.facebook.com/help/search/insights

AllFacebook Stats: https://www.allfacebookstats.com/

Facebook Social Ticketing Page: http://info.amiando.com/facebook-app-en

amiando Viral Tickets: http://www.amiando.com/info/viralTickets.html

Facebook Ads Guidelines: http://on.fb.me/ads-guidelines

Social Plug-In: http://developers.facebook.com/docs/plugins/

Mobile Ads: http://facebookadtactics.com/category/facebook-mobile-advertising/

Facebook Credits: http://www.facebook.com/help/credits

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

About

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

event registration & ticketing

amiando is a pioneer in online event registration and ticketing. Since its foundation in 2006, amiando has become a leading software-as-aservice 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 immediately available for use, without the need for software installation. 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 innovative products, among them the “Technology Pioneer of 2010” at the World Economic Forum, and the “eco Internet Award” as the best business client portal. amiando has been part of XING AG since December 2010, an operator of the business network XING.

Contact amiando Germany Dennis von Ferenczy Sandstraße 33, 80335 Munich Phone: +49 89 5 52 73 58 32 dennis.ferenczy@amiando.com Contact amiando UK Spencer Cohen 1 Fetter Lane, London EC4A 1BR Phone: +44 0203 002 8026 spencer.cohen@amiando.com Contact amiando France Verena Gladiator Le Tank, 50 Rue de la Montreuil, 75011 Paris Phone: +33 143 14 46 25 verena.gladiator@amiando.com Contact amiando Asia Pacific Boris Barreck Silver Fortune Plaza, 19/F, 1 Wellington Street Central Hong Kong Phone: +852 3182 75 11 boris.barreck@amiando.com

amiando – Europe’s online tool for event registration