Tip Sheet: Use social media to drive registrationsEVENTBRITE EDUCATION SERIES FOR RACE DIRECTORS

Your participants can be the greatest source of promotion for your event. Using social media to get the word out is easy and effective, with every “share” and “like” translating into real cash for your bottom line. Check out these tips to fan the flames of excitement around your race.

Establish or beef up your online presence. Facebook Pages is one of the most popular platforms. Others to consider: Twitter, Google +, Pinterest, Spotify, Storify, SparkReel, and more.

Create a calendar of milestones leading up to your race that can be used to create messages, such as the last day for early bird registration.

Plan for social

�

�

1

Make sure all your online assets - race website, registration page, social media accounts - allow athletes to sign-up from wherever they are.

Use of registration widgets and plugins like EventBistro for Facebook, shown here, to enable registration across multiple social media platforms and websites online.

Ensure registration is mobile optimized to increase event discovery and conversion on devices.

Lower the hurdles

�

�

�

3

Start with an event page that captures the spirit of your race. Include your logo, color scheme, and all the registration details. Spending time up front increases conversion when traffic comes to your page through social sharing.

Make sure to enable social tools on your registration page so participants can see who’s going and share their excitement with others.

Take advantage of features that encourage sharing both before and after attendees commit to your race.

Turn it on

�

�

�

2

For more expert insights and guidance to event planning, promotions, and operation, check out blog.eventbrite.com.

Create urgency through incentives and promotions such as group discounts, daily deals, and early registration.

Solicit personal stories and pictures from registrants as they prepare for your race.

Spur interest with contests and giveaways relevant to your race and audience base.

Build excitement by posting helpful training tips, interesting factoids, and a race day countdown, such as shown here.

Keep ‘em engaged

�

�

�

�

4

Look at helpful social metrics such as number of retweets on Twitter, increase in Facebook likes, repins on Pinterest to evaluate impact of your social activities.

Dig into registration data, as shown here, to see where visitors are coming from. Use tracking links for any additional marketing activities you pursue, such as online or radio advertising.

Pay attention to time of day and days of the week you’re seeing the most registrations and social chatter, and time your messages accordingly.

Learn about the geographic location of your registrants and explore opportunities for location-based ad targeting.

Double down on what promotional activity is working best.

Analyze and adjust

�

�

�

�

�

5