event chatter: how to engage your audience before, during & after your event

Event Chatter:How to Engage Your Audience Before, During & After Your Event

#EventChatter

Introducing Our Speakers

Sara Altier Community Manager

Eventbrite sara@Eventbrite.com

@saraaltier

Dan Kurzner Analyst

Mashwork daniel@Mashwork.com

@DKurzner#EventChatter

4.5 years old

> Located in Flatiron

clients including:

100+ custom reports

in 2014

Mashwork team consists of:

Developers Data Scientists

Strategists Designers Analysts 60+ 75+

press features in 2014

Mashwork: A Social Insights Firm

Agenda

Overview of Study

Before the Event:

Breakdown & Learnings

During the Event:

Breakdown & Learnings

After the Event:

Breakdown & Learnings

Key Takeaways

and Q&A

#EventChatter

Overview of Study and Methodology

Analyzed over 25 million posts across Twitter, Facebook, blogs and forums

Across 60 different events

Across 6 different kinds of events

Over the span of a year: July 28th, 2013 - July 27th, 2014

#EventChatter

When is the conversation taking place?

18%

42%

40%

Before the event During the event After the event#EventChatter

Before the Event: What is the conversation about?

0%2%4%6%8%

10%12%14%

Anticipation FOMO Ticket Promotion Event Prep Media Analysis Ticket Purchase

40%

#EventChatter

Before the Event: How do events compare to one another?

Topic High Medium Low

Anticipation (14%) Endurance, Political Events

Music Festivals, Festivals/Consumer Shows

Conferences/Tradeshows, Fundraisers

FOMO (8%) Music Festivals/Consumer Events Endurance, Conferences, Fundraisers, Political Events

Ticket Promotion (8%) Endurance, Fundraisers Music Festivals, Festivals/Consumer Shows

Conferences/Tradeshows, Political Events

Event Preparation (5%) Endurance Festivals/Consumer Shows, Political Events

Music, Conferences/Tradeshows, Fundraisers

Media Analysis/Announcement (3%)

Endurance, Conferences/Tradeshows

Festivals/Consumer Shows, Fundraisers Music Festivals, Political Events

Ticket Purchase (2%) Fundraisers - Everything Else

#EventChatter

Build excitement that leads to free promotion

#EventChatter

Fuel Anticipation: Create sharable content & give them something to talk about

BriteTip: Tweets with images get 18X more engagement

Embrace FOMO: Include people with #FOMO in the conversation

• Daily tips related to your brand or product

• Weekly program or course announcements

• Weekly sponsor or speaker announcements

• Regular city or area guides and tips

• Short packing tips

Prep them for the event: Create habit with consistency

Promote: Drive word of mouth with a seamless experience

Value of Social Media

Visits/Share $/Share

Facebook 6 $3.22

Twitter 38 $5.30

#EventChatter

During the Event: What is the conversation about?

0%

10%

20%

30%

40%

Quotes & Media Discussing Experience

42%

#EventChatter

Quotes & Media:The breakdown of each type of content

8%

14%

78%

Pictures Videos Quotes#EventChatter

During the Event: How do events compare to one another?

Topic High Medium Low

Discussing the Experience

(6%)Political Events, Fundraisers, Conferences & Tradeshows Festivals/Consumer Events Music Festivals, Endurance

Events

Quotes & Multimedia (36%)

Festivals/Consumer Shows, Music Festivals, Fundraisers

Endurance, Conferences/Tradeshows, Political Events

#EventChatter

Create & facilitate sharable content at the event

#EventChatter

During the Event: Make it visual, digestible & consistent

During the Event: Facilitate the Kodak Moment

After the Event: What is the conversation about?

0%

3%

6%

9%

Media Analysis Negative Feedback Positive Feedback

18%

#EventChatter

Topic High Medium Low

Media Analysis (9%) Political Events, Conferences/Tradeshows Festivals/Consumer Shows Music Festivals, Endurance

Events, Fundraisers

Positive Commentary (4%) Conferences/Tradeshows Political Events, Festivals/

Consumers ShowsEndurance Events, Music Festivals, Political Events

Negative Commentary (5%)

Political Events, Music Festivals -

Festivals/Consumer Shows, Endurance Events,

Conferences/Tradeshows, Fundraisers

After the Event: How do events compare to one another?

#EventChatter

Curate content and gather feedback to keep the conversation going

#EventChatter

After the Event: Curate content

#EventChatter

After the Event: Amplify positive feedback

#EventChatter

After the Event: Be tactful with negative feedback

Turn negative into positive

Be mindful of your bandwidth

You can’t make everyone happy all the time

#EventChatter

During the Event: Push content that is visual & digestible, facilitate the Kodak Moment

Key Takeaways

Before the Event: Fuel Anticipation, Embrace FOMO, prep them for the event, make it easy for attendees to share their ticket purchase

After the Event: Keep the conversation with curated content & amplifying positive feedback. Tactfully manage negative feedback.

18%

42%

40%

#EventChatter

Q&A

Sara Altier sara@Eventbrite.com

@saraaltier

Dan Kurzner daniel@Mashwork.com

@DKurzner

Visit the Event Academy for more resources and studies on the events industry: !eventbrite.com/Academy

#EventChatter