Feeling the need to stand out in the overly crowded world of event businesses? Did you know that LinkedIn can help build awareness around your event business? With nearly 470 million registered users and spread over 200 countries, LinkedIn is more than just a resume-displaying platform. Utilizing LinkedIn for your event business is essential if you want to grow. In fact, it is an often overlooked but powerful marketing avenue for small-to-large event businesses, conferences, and event planners in general.
Wouldn’t it be amazing if the event pages of your website performed better organically in the major search engines? Our Schema.org Structured Data feature may help.
What is Schema.org Structured Data?
In its simplest sense, structured data is information formatted in a way that can be universally understood. For web pages, this means search engines are more easily able to tell what a page is about, and the different elements it contains, allowing them to return more useful results to searchers.
Schema.org is the result of collaboration between Google, Bing, Yandex, and Yahoo! to help you provide the information their search engines need to understand your content and provide the best search results possible. Adding Schema markup to your HTML improves the way your page displays in Search Engine Results Pages (SERPS) by enhancing the rich snippets shown beneath the page title.
For example, the first search result above contains both a star rating and a publication date. Both of these can be added using Schema. The second example does not have rich snippets and instead displays either the meta description or other information chosen by Google.
Here is an search specific to “events in chicago”. The result are specific to the events happening now in Chicago, and the format is special for events.
Schema.org Structured Data Markup for Events
Without structured data, a web page is essentially all information with no context; adding structured data gives it that context.
Schema markup takes the form of code that you can add to your web page to define what the different elements – like dates, images, opening hours or reviews – all mean.
Typically, you would add the schema markup code to your pages. However, nothing more is needed to implement the event schema feature in Event Espresso 4. The event schema feature became available in EE4 Core on January 17, 2017, when we released Event Espresso 4.9.26 and will be automatically generated for each event page.
Tips for best results
Since there are no code changes needed on your part, please be sure to include featured images and venue information with your event details. Event schema markup data for the event dates, name, prices, and URL is automatically added to each event post.
Want to Get Familiar with Schema Markup?
I’m sure you are anxious to learn more about schema markup and how it can help boost your search engine rankings and overall search engine optimization. So here are some articles for when you are ready:
How to Boost Your SEO by Using Schema Markup — One of the latest evolution’s in SEO is called schema markup. This new form of optimization is one of the most powerful, but least-utilized forms of SEO available today. Once you grasp the concept and method of schema markup, you can boost your website in the search engine result pages (SERPs).
Learn about Schema Structured Data — Schema.org (often called Schema) is a specific vocabulary of tags (or microdata) that you can add to your HTML to improve the way your page is represented in SERPs.
Have Questions About the Schema Markup?
Please let us know in the comments below if you have any questions, comments, or concerns about the event schema markup feature. Our community chat room is also available for open discussion about Event Espresso features and best practices.
This week we’ll be taking a deep dive into using Twitter marketing to build awareness around your events. I’ll try to cover everything related to Twitter marketing and how to employ it as a tool for event marketing. I’ve included a lot of information in this post, so if you already know about Twitter, or don’t care about seeing Twitter stats, please feel free to skip ahead. I’ve outlined the topics for you below.
Here are all the different Twitter Marketing topics I’ll cover:
Last week I covered Facebook Marketing in great detail. Make sure you check it out, especially if you to reach a wider audience than what’s on your email list.
What is Twitter?
If you aren’t already aware, Twitter is a social networking and microblogging service, enabling registered users to read and post short messages, so-called tweets. Tweets are limited to 140 characters and users are also able to upload photos or short videos.
Founded in 2006, Twitter turns 11 years old this year, making it one of the oldest of the social networking family. The platform’s 313 million monthly active users send more than 500 million Tweets every day. More importantly for marketers, Twitter users are actively discovering and interacting with businesses through the social network.
Twitter has an enormous international presence, with 79 percent of its users living outside the US. It’s supported by 35 languages around the world, and the platform has also recently switched away from a live feed for a more tailored experience. It was found in 2016 that Twitter had approximately 320 million active users visiting on a monthly basis.
Notable Twitter Stats
Here are some interesting Twitter stats:
Daily active users (DAUs) – DAUs were approximately 110.6 million
Monthly active users (MAUs) – MAUs are around 320 million
The approach you take to every social media site should be different for each platform. For example, your Twitter marketing strategy isn’t going to be the same as your Facebook marketing strategy. Understanding how Twitter works and where it fits in the social media landscape will help shape the way you use it.
Some of the main ways many businesses use Twitter include:
Sharing information and content
Driving engagement for promotional activities
Raising awareness around all types events (live and virtual)
Interacting with consumers
As you can see, most of these activities have to do with interactions. It’s not necessarily just about broadcasting your content like Facebook, Instagram or Pinterest, for example. Twitter flourishes off of communication.
Twitter Marketing is Great for Events
How can using Twitter marketing help your event marketing strategy? Twitter can help your event marketing strategy by allowing you to build interest in your events, as well as your event business. On Twitter, the follower relationship is not two-way; you don’t have to wait for someone to approve “your” follow request and vice versa. Your Twitter updates are public as well, meaning non-Twitter users can also view them. For event organizers, this means you can easily get a quick message out to people who are interested in your upcoming events, activities, or products. You can also use Twitter to get real-time feedback from event attendees, members, and customers.
When you follow someone on Twitter, you’ll see that person’s tweets in real time on your personal Twitter page, along with updates from everyone else you follow. If you follow many people, this can get a bit noisy, especially if those people are heavy users of the site. That said, another beauty of Twitter from a business perspective is the ability to search all updates for a specified term or phrase (using http://search.twitter.com), as the search spans the entire public “Twittersphere” and not just your followers. (This is especially useful when looking to keep tabs on customer service issues at all stages of your event.)
Pros & Cons
Nothing should stop you from using Twitter in your event marketing strategy. However, I think it’s fun to share a few pros, and cons about each social media tool I review.
Easy to use – It’s easy to craft a post, and with the limited character amount, it can take less than a minute to get your event details out into the Twitter universe.
Twitter is one of the best platforms for increasing brand awareness.
Tweets that include an image have an 18% more click through rate, which is a highly effective tool to increase event engagement before, and after the event. (Source: Buffer)
81% millennial’s check Twitter at least once a day. (Source: Twitter)
A limited amount of space – Twitter only allows 140 characters, so if you have a lot to say it can be hard to squeeze it all into one short post.
About 71% of tweets get ignored, and only 23% generate a reply. (Source: DataMentors)
People sometimes find it a bit confusing, with the @ signs, #tags, Twitter Lists, RTs, moments, trending topics, followers, stream, replies, mentions.
Tips on Using Twitter Marketing for Events
Here are some tips I’ve compiled to help you use Twitter marketing for your events (and your event business).
Create a single Twitter page for your event
If your event happened twice a year, keep the same page and only adjust the cover photo and profile image to reflect the upcoming show. Make sure to keep your page title and URL generic, and not unique to one year.
Engage your attendees before, during and after your event
While Twitter is fantastic for in-event engagement, you’ll need to use it before and after your event to maximize your social ROI with the platform. One of the many benefits of using Twitter is that it allows you to build and strengthen the many relationships that you have with your audience. Just make sure that you are taking the necessary steps to engage your followers throughout all stages.
Here are some tips to help at the different stages:
Leading up to your event, Twitter is a great resource to help gain additional followers, attract attendees, conduct customer service inquiries, and give your attendees something to look forward to by offering sneak a peek at what’s to come.
Here are some pre-event Tweet ideas to get you started:
Early-bird registration is ending soon
Countdown: “Just X days until the event! #[Event Hashtag]”
Reminder of time and location
Mention Sponsors: “Shout out to [Sponsor Name] for sponsoring our [Event Name] @[Sponsor Twitter Handle] #[Event Hashtag]”
Mention Registrants: “See you at the event! @[Registrant Name] @[Registrant Name] @[Registrant Twitter Handle] #[Event Hashtag]”
Mention Anyone Who Shared: “@[Twitter Handle] Thanks for sharing, posting and re-tweeting”
Tweets with a testimonial quotes about a speaker (find these on LinkedIn or Twitter profile)
Tweet the pre-event blog post using a quote from an interview with a speaker (mention speaker)
During the event itself, use Twitter to interact with attendees that are physically present at the event by live tweeting and using event-related hashtags. This also helps to keep non-attendees (those who weren’t able to attend the event in person) engaged and informed. For example, when I can’t physically attend an event I am interested in, such as a WordCamp, I can easily follow the Twitter stream, using a hashtag to keep up with the live event happenings.
After the event, you can use Twitter to share content, solicit feedback from attendees, reflect on the overall experience and create an impression that will last far beyond the event itself.
Use Twitter lists to connect with speakers and sponsors
From the Twitter website, a list is a curated group of Twitter accounts. You can create your lists or subscribe to lists created by others. Viewing a list timeline will show you a stream of Tweets from only the accounts on that list.
The right Twitter list can help you locate, monitor and interact with the right people quickly. You can sort individuals or brands that interest you into Twitter lists (which can be public or private). Once you’ve added a user to one of your Twitter lists, you can easily see what they’re posting and sharing.
You can even create Twitter lists of invited, proposed, and registered attendees, and then engage with them by retweeting their comments or mentioning them in your Tweets. (For more information about creating a list on Twitter, please view the documentation.)
Here are some additional ideas on how to leverage Twitter lists:
Staff directory for your team — Find all your employees who are on Twitter, and collect them into a list.
Client list (keep it private) — You may want to put together a collection of your past attendees/customers so that you can stay abreast of their activities and what they’re sharing on social media. For agencies and marketers especially, it could be very helpful to see the types of updates—both the quality and the content.
“Notice me” list — This is a list of Twitter users whom you wish would see you and, eventually, follow you. Putting them here on this list is your way of tracking with their updates, engaging with their tweets, and hopefully getting a follow.
Competitors list (keep it private) — Keep tabs on the others in your industry who do what you do. See what type of content they share on social media, and take inspiration from the way that they compose their updates.
Industry sector — Similar to the competitor’s list, the industry sector includes any and all Twitter users who work in your field, not just the ones you directly compete with for customers.
Thought leaders in your industry — Who are the people in your industry/niche who always seem to be on the bleeding edge with ideas and articles? Add these thought leaders to a list.
Your fellow event professionals/designers/coders/etc. — The idea is to get insight and feel a connection with others who are doing the same day-to-day job as you. It’s likely that you’ll share a lot of the same workflows, tools, and highs and lows, and collecting these accounts into one list makes it all the easier to connect and engage.
Attendees and customers you’d like to recognize and reward — Each time you add someone to a list, they receive a notification. The “recognize and reward” list can also be helpful for organizing a community campaign to engage some of your most valued customers with favorites, retweets, or @-mentions. If you can follow and track these accounts quickly, chances are you’ll be able to catch the tweets that make sense to “recognize and reward.”
Your interests and categories — Twitter lists are the perfect way to group together users and accounts based on the topics you’re interested in and the categories you follow. These lists can be sports teams, comedians, authors, deal websites, and anything in between. Whatever you’re interested in, make a list out of it so that you never miss a tweet.
Encourage sharing a Tweet after registration/ticket purchase
After someone registers for your event, encourage them to share that they’re participating on Twitter. “Make it easy by including a ‘lazy tweet’ — a link with a pre-populated tweet including the desired copy and hashtag — for people to share instantly to maximize your social reach before the event,” writes Taylor Carrado at Hubspot. (If you’re an Event Espresso user, check out the Events Social Sharing add-on.)
Help your attendees stay engaged with an event hashtag
Hashtags (ex. #MyGreatEvent) help attendees find others on social media who are talking about your event. When coming up with a hashtag, make sure to choose one that isn’t already in use by someone else, that is memorable (which usually means short), and that describes your event. Once you’ve picked your hashtag, make sure to include it in all event-related content, even paper invitations or flyers, to make sure people know how to follow along with your event online. (If you’re running a WordPress website, plugins like Better Click to Tweet are ideal for creating tweetable content for your website visitors.)
Unlike most social networks, Twitter doesn’t curate the content you see by using an algorithm. Instead, the reverse chronological timeline displays Tweets from everyone you follow in one continuous stream. The sheer volume of tweets means that a single tweet about your upcoming event is expected to be missed by a large number of your followers.
Don’t be afraid of tweeting the same content more than once. In fact, one study suggests that the second or third tweet relating to a particular topic may perform better than the first.
While it may be a good idea to publish several tweets pointing to the same event content, making sure the text and image of the tweet are different each time ensures that your feed looks more engaging and entertaining. This method of sharing also allows you to analyze the types of Tweet that are most successful, by looking at clicks and engagement in an analytics platform, such as Google Analytics or Twitter Analytics.
Live Tweet the day of your event
A majority of your attendees may be live-Tweeting throughout the day, so this is also an excellent opportunity to engage your participants and leave a lasting impression of your event. As mentioned above, in the previous tip, it’s also a great strategy to get those involved that weren’t able to attend in person. Overall, keeping your company’s Twitter feed active throughout your live event is essential to ensuring the success of your Twitter campaign.
On the day of your event, you may want to designate a person (or people) to manage your company’s Twitter account. This individual will have several responsibilities, including posting tweets, quoting speakers, answering attendee questions, sharing photos and videos, making announcements, re-tweeting good posts, and more.
Best Times to Post on Twitter
Last, but not least, find out the best time to post for your business. People log in to Twitter on both mobile devices and desktop computers, both at work and at home.
According to Hubspot, the best time to post on Twitter is 12:00-3:00 p.m. on Mondays through Thursdays, and 5:00-6:00 p.m. on Wednesdays. However, these might not be the best times to post for you, especially if you want to engage with potential attendees. Which brings us to.
The most popular time to send out a tweet Buffer, a scheduling and analytics app for the major social platforms, analyzed all of the tweets that have been sent through their service since October 2010, giving them over 4.8 million tweets to examine. What they found, is that people love to tweet and eat. Noon to 1 p.m. is probably the most popular time to tweet. However, it’s not necessarily the most productive time to tweet. With so many tweets blasted out every minute, it’s easy for yours to get lost in the mix. As you can see in the related image, the most popular times to tweet seems to be 8:00-9:00 a.m. Pacific Time and 12:00-1:00 p.m. in Mountain, Central, and Eastern Time. So you need to know your delegates fairly well.
Clicks should be your goal when Tweeting about upcoming events “In many cases, 70 to 80 percent of total engagement comes from clicks,” says Kevan Lee of Buffer. The highest amount of engagement per tweet occurs between 11 p.m. and 5 a.m., peaking between 2 a.m. and 3 a.m.Tweet when fewer people are tweeting to increase your chances of being noticed.
Best time for clicks worldwide
For those with global audiences, here’s a list of the best times to tweet for clicks in 10 major time zones. Adjust your tweets accordingly:
Los Angeles, San Francisco, etc. (Pacific Time): 2 a.m.
Denver, Salt Lake City, Pocatello, etc. (Mountain Time): 7 p.m.
Chicago, Detroit, etc (Central Time): 2 a.m.
New York, Boston, Atlanta, Miami, etc. (Eastern Time): 11 p.m.
Madrid, Rome, Paris, Berlin, etc. (Central European): 7 p.m.
Cape Town, Cairo, Istanbul, etc. (Eastern European): 2 a.m.
Sydney (Australian Eastern): 2 a.m.
Hong Kong (Hong Kong Time): 5 a.m.
Shanghai, Taipei, etc. (China Time): Noon
Tokyo (Japan Time): 8 a.m.
Tools to Help With your Twitter Marketing Strategy
Here’s a list of instruments I’ve compiled to help you tweet efficiently. We use many of these tools in our Twitter marketing strategy as well.
Buffer — As I mentioned above, this tool is a scheduling and analytics app for the major social platforms. We use Buffer to schedule and post tweets to our @EventEspresso Twitter account.
TweetDeck — A social mediadashboard application for management of Twitter accounts. TweetDeck consists of a series of customizable columns, which can be set up to display your Twitter timeline, mentions, direct messages, lists, trends, favorites, search results, hashtags, or all tweets by or to a single user.
HootSuite — A social media management platform. The free version gives you a few basic analytics and the ability to schedule posts, similar to Buffer.
FollowerWonk — This tool allows you to search Twitter profiles using queries like job title, location, or keywords mentioned in a user’s Twitter bio, which can be useful if you’re looking to grow your events community or find additional attendees for your event or connect with new influencers in your niche.
Better Click to Tweet — For WordPress users, this plugin allows you to create tweetable content for your readers quickly. By using a simple shortcode, your selected text is highlighted and made tweetable. We use this tool on our website (eventespresso.com).
If you’ve made it this far, there’s no question that you know the importance of keeping everyone engaged before, during, and after your event. You know that sharing information about your events, at all stages of your event can, and will increase exposure and build awareness around your event. Hopefully, you have a deeper understanding of Twitter marketing and can see how effective Twitter can be for sharing information about your events, updates with your attendees, and keeping everyone engaged before, and after your event.
Do you actively make an effort to integrate Twitter Marketing with your events? I’d love to hear why or why not in the comments below.
Well, another year is behind us, and we’ve moved on to 2017. As we wrap up an incredible 2016, we feel grateful to be able to partner with our customers and together push the boundaries of event registration and ticketing. We can’t help but get excited for what 2017 will bring.
An Ongoing Commitment to Customers
In 2016 we saw a continued commitment to the success of our clients, significant new product innovations, and a shared team passion for giving back. We released dozens of new features, payment gateways, and integration’s that made our event registration tools more powerful. We doubled down on patching holes, fixing bugs, and optimizing code.
A short list of things we accomplished in 2016:
Attendee Mover Add-on — Easily move attendees between different events. Works perfect for those times when someone registers for the wrong event.
REST API added to Event Espresso 4 Core — As soon as the WP REST API went into WordPress Core, we were ready with our REST API. Adding the REST API opened the door to scaling core features of WordPress and Event Espresso 4.
Added PayPal Express to Event Espresso 4 Core — Due to inconsistencies and bugs in the PayPal Standard payment processing service, we ended up replacing our PayPal Standard integration with another PayPal product, PayPal Express. PayPal Express is now the default PayPal payment method in Event Espresso 4.
Our development and support teams were very busy writing great code, implementing new systems, and helping customers. The rest of the team doesn’t blog much, so I’ve compiled some things they’ve accomplished over the last year.
We never lost sight of what’s important to our company — giving back. In 2016 our team spent roughly 120 hours giving back to the WordPress communities, attending, sponsoring and volunteering at WordCamp throughout the US.
A few ways we’ve given back to the WordPress community in 2016:
Attended WordCamp San Diego — Another one of my favorite WordCamps. Why? Not just because the location is so great, but because of all the beautiful WordPress peeps that attend! With big names like, Adam Silver, Carrie Dils, and Chris Lema on the speaker’s list. You can’t go wrong.
Attended/Sponsored WordCamp Salt Lake City — As always, WordCamp Salt Lake City was a fairly small and informative event. Since this WordCamp is in my home state, and one of our ex-employees, Chris Reynolds organizes the event, I always make it a point to show our support.
Attended/Sponsored WordCamp Phoenix — This is probably one of my favorite WordCamp’s this side of the Rio Grande! My favorite part of the 2016 WordCamp Phoenix was the visit to GoDaddy Headquarters, where I got to slide down an adult-sized green slide, see their brightly colored desks, bikes, and pedal-powered go carts.
Attended WordCamp Vancouver — Our developer Michael Nelson boarded a ferry, a seaplane, and rode in a taxi, both ways, just to attend.
Sponsored Sunday Breakfast at Website Weekend Los Angeles — We decided to reach out to the organizers of Website Weekend Los Angeles and sponsor the Sunday Breakfast expenses at their event.
Conducted a Hosting Survey — I already mentioned this above, however, I feel this is something worth mentioning again, as the hosting survey helps the WordPress community in general.
Sponsored Kitchen Sink WP — When Adam Silver asked if I wanted to sponsor one of his podcasts, I jumped on the opportunity in a flash. We didn’t receive much traffic from the sponsorship, but it gave us the warm and fuzzies to help out.
Developer Contributions — Combined, our developers spent approximately 80 hours communicating with various WordPress developers, submitting patches, and participating in WP REST API development in 2016.
Going Into 2017
We are all looking forward to 2017 and releasing great new features for Event Espresso. In my opinion, we spent too much time focusing on things outside of our core product in 2016. For instance, we spent a lot of time making Event Smart better, working on a secret project, and fine-tuning Event Espresso 4 core. Don’t get me wrong, these are great uses of time. However, it didn’t help improve our core product, nor allow us much time to work on things that matter to our customer’s, such as recurring events and automated email reminders.
We love producing great event booking software and are committed to improving the quality and reliability of the core product. Therefore, our primary focus going into 2017 is making Event Espresso better. Better than ever before. The Event Espresso 4 core developers have already begun planning the next phase of Event Espresso, started refactoring core systems and preparing for the next major features. I am honestly looking forward to a fantastic year in 2017.
What would you like to see in 2017?
Let us know in the comments below what your most anticipated features are or cast your vote on your most wanted feature on the feature roadmap.
It’s becoming increasingly less useful to promote your events, classes, or conferences using offline methods, such as print or local television ads. In this day in age, even online methods of advertising, such as Google Ads and Facebook Marketing, are becoming less effective. It’s hard to cut through all of the noise when we get constantly bombarded with messaging about new products, services, and 21st-century gimmicks. Sometimes I wish we could go back to a time like when we were young.
Facebook Marketing Overview
Today we are going to talk about the importance of Facebook Marketing, which is currently the oldest, and largest of today’s social media marketing channels. I’ll start off by giving a minor overview of why Facebook is important, then discuss the different tools offered by Facebook, such as Facebook Events, Pages, and Groups. Then finish off by covering a few tips you can use to increase your exposure on the world’s largest social media platform for business. If you’re already aware of the importance of Facebook, please feel free to skip ahead.
Here are all the different Facebook Marketing subjects I’ll cover:
What’s the difference between Facebook Events, Pages, and Groups? I’ll briefly explain the differences below. However, it will be up to you to choose which tools work best for your needs. Let’s get started:
Facebook Events is one of Facebook’s longest running features and boasts 650 million active users, over 47 million public events, with over 35 million events viewed each day. This feature allows Facebook users and page owners to create a calendar-based invitation to an event. A Facebook event can be sent to a select group of people and will include information about the event, the time and date of the event and even images related to the event.
In addition to the above, a Facebook event provides a simple, hands-off way for Facebook users to send invitations to their friends. Because of the interactive nature of Facebook, a Facebook event can also help create commenting and buzz about a particular event.
Pros & Cons
Nothing should stop you from using Facebook in your event marketing strategy. However, I think it’s fun to share a few interesting pro, and cons about each social media tool I review.
Facebook Events are significantly easier to add people and act as a central place to field any questions or queries that people have about the particular event.
Facebook Events are very easy to set up and are particularly useful for free events. If you’re running free events, you can get an idea of RSVP numbers and see at a glance who is attending and who isn’t.
Sharing of photos and videos on a Facebook Event provides a convenient, central point where attendees can collect memories of the occasion and keep a permanent record, which is particularly valuable for significant events like weddings and birthdays.
Facebook Events are difficult to find on Facebook. If we have a hard time finding them, then our guests will have a hard time, too.
Event Pages are not ideal for paid events as the number of attendees RSVP to the Facebook Event can be completely different to what your ticket sales resemble.
Relying on Facebook to plan an event means you run the risk of forgetting about friends and relatives who aren’t signed up to the network, or who are signed up but rarely use it.
How Can Event Planners Use Facebook Events?
Facebook has become ubiquitous for those planning more than the occasional Backyard BBQ, too, whether you ‘like’ it or not.
Add your event’s website link to the Ticket URL field – When you use this feature, your event page will show a “Tickets” button. This button makes it easier for people to buy tickets and unlocks the ability to create ads optimized to drive ticket sales. If you’re an event organizer that uses Official Events through Ticketmaster or Eventbrite, you can sell tickets directly on Facebook through the Facebook Official Events API. Event Espresso users can copy and paste the event URL from their website directly into the Ticket URL field.
Invite everyone you know on Facebook to the event– When you invite someone to an event, it builds excitement in the people you’ve asked to attend. People are more likely to accept the event invite and share with their friends that might be interested. Yes, you can “suggest” a page to friends, but that’s not as friendly as an invitation to an event.
Easily keep attendees informed of updates – People marked as attending, or invited to the event will receive event updates via Facebook when you post updates to the event page. If you’ve pre-registered attendees on your website using Event Espresso, or a cloud based ticketing service such as Event Smart, just Invite your pre-registered participants to join the Facebook event to help keep them informed of updates and build excitement around the event. People that haven’t pre-registered via your website can be encouraged to register using the “Tickets” button mentioned above.
Events can be made public or private – If you select Public: Anyone on Facebook will be able to see the event, even if you are not friends with them. If you choose Private: Only people invited to the event will be able to see it. If you decide not to ask someone to join, don’t worry – won’t be able to see anything about the event in their feed, and they will never get any notifications about it. Ever.
Please Note: No matter where you create the event from (personal profile or page), you can only invite people who are from your own friend’s list. If you need to reach more people, consider paying for promotion on Facebook and adding a link to the public event (on Facebook) after someone pays for a ticket on your website.
If you’re an active Facebook user, you’ve most likely viewed, or liked many Facebook Business Pages. Similar to a friend’s Facebook profile, Facebook Pages enable public figures, businesses, organizations and other entities to create an authentic and public presence on Facebook. Page owners can also post stories, add a cover photo, host events and more.
Unlike (no pun intended) personal profiles, pages do not gain “friends,” but “fans” – which are people who choose to “like” a Page. Facebook user’s who have “liked” a Page will see the Page’s updates in their News Feeds.
Pros & Cons
A few pros, and cons about Facebook Pages.
A Facebook Page gives you insights and the tools to advertise, which aren’t available to Group owners. That’s pretty handy if you want to promote an upcoming event, class, or conference.
Facebook Pages are ideal for two-way communication: from you to your members and from your members to you (if you allow it), but not so much between members. They are suitable for companies and organizations who want to make announcements to large groups of people.
Visitors of a Page become members simply by “liking” the Page. No interaction from you is required.
Facebook Messenger for business pages makes it easy to offer prompt one-on-one customer service while keeping a record of the conversation.
Pages are mostly a broadcast (and advertising) tool. It can be hard to get your content seen unless you’re willing to pay.
It is hard to engage with Facebook users who don’t like or comment on your page. Facebook user’s need to subscribe to page updates to keep receiving them if they don’t frequently engage with a page.
Lack of interaction on Facebook and not publishing regular content can reflect very poorly on your business. A Facebook page is not just something to create and then forget. You must remain committed — post regular updates to your fans and provide useful content.
How Can Event Planners Use Facebook Pages?
It’s possible your potential attendees/customers use Facebook, so a Facebook Page gives you the opportunity to run ads, promote events, and build an email list. Plus, it helps build credibility when potential customers search for your business online. After the event, your Facebook page will be an excellent platform to thank all of the attendees, volunteers, sponsors, and everyone who helped make the event such a success.
Create a Facebook Page for your event – A Facebook Page especially useful if you plan to present an event more than once. Create the page as you would a business page and title it the name of your event. Don’t use the year (as you can’t change a page name once you create it). The page can have as many administrators as you would like. If it’s a smaller meeting, a private Facebook Group will work as well. You just have to invite people individually as they buy tickets from your website.
Populate the Facebook Page with content related to your event or business – Your content should be fun and engaging! Facebook is not a business platform. People will be there to follow friends, share stories, and explore new things. Your fans will love to comment on how awesome your event will be. Visual media is important. Photos and video are often best because they are interesting and engaging. The Event Planners Association and Special Events Facebook pages are great examples.
Add Facebook widgets and links to join – There’s no reason to spend the time to create a Facebook page if you don’t spend as much time efficiently using points of contact to promote things like:
Treat the Facebook page much like a contact form – briefly tell people about the great conversation happening. Add a Call to Action: “Join your fellow attendees on our Facebook page to find out the latest news on our upcoming film festival!”
Engage and interact with others – To be truly successful, you must commit and interact with like-minded people. Think of it as virtual networking. Liking and commenting on attendee posts can be great. Reach out to other Facebook pages with related content (industry, fan, speaker, exhibitor, etc.) and participate in discussions. Think long-term, not just about awareness for the current event, but an engagement strategy that will make your event a vital component of the community and a significant accentuation point in the relationship with your audiences, whether they be speakers, patrons, vendors, press or otherwise. It’s all about the conversation.
Content is king; connect your peers with great content – Some example topics for discussion on your Facebook Page include:
Ask where people work and what projects they’re working on
Why they are attending; talk about the event
Finding a carpool partner
Meeting places near the venue
Weather at the venue
Facebook Groups are the place for small group communication and for people to share their common interests and express their opinion. Groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content.
Groups are also a great way for connecting family, peers, teammates, co-workers or people with a common interest. Members can ask and answer questions, post about events or job openings and follow conversations about topics that interest them. Additionally, groups allow you to send mass messages directly to the team members’ inbox.
When you create a group, you can decide whether to make it publicly available for anyone to join, require administrator approval for members to join or keep it private and by invitation only. Like with Pages, new posts by a group will show in the News Feeds of its members and members can interact and share with one another from the group.
Visitors of a group can become members by “joining” the group and waiting for approval from a Group administrator. Visitors to a group can’t post to the Group wall until they become members (i.e., after an administrator has approved them), even in “open” groups.
Groups currently have three privacy options. Here’s an overview of what they are and what they mean:
Public: Anyone can join or be added or invited by a member
Closed: Anyone can ask to join or be added or invited by a member
Secret: Anyone can join, but they have to be added or invited by a member
Pros & Cons
Yes, there’s pros, and cons here.
Facebook groups are active with many discussions and promote online community.
Participation is optional, only the people who want to be there show up.
Facebook Groups allow regular communication between all members of the group, which is ideal for friends or enthusiasts who want to talk between themselves with no one person or organization dominating.
Unlike pages, groups don’t allow you to add on any additional applications for promotions or aesthetics
For business purposes, it’s harder to keep track of what you’re doing in a group, because Facebook Insights is not available in this format
Facebook Groups are tough for other people to find unless they’re already part of a group or have a friend who joins
How can Event Planners use Facebook Groups?
You may already use Facebook groups for networking, but you can also create your Facebook groups to grow your event business and nurture customer relationships.
Starting your own Facebook Group – Let’s say you teach art classes, you can start a group that centers on paint and wine parties. Other art lovers will join; people will talk about their painting styles and their favorite artists. They’ll post pictures, share experiences, and you’ll be at the center of it all.
Using groups to show your expertise – When you grow a thriving community, people look to you for expertise. If you’re looking for community engagement and want to share ideas and feedback with your customers/attendees, you might try starting a Facebook Group. The most successful Facebook Groups have several thousand members, and they’re very active. The questions and advice are in abundance.
Don’t join groups to promote yourself – Joining a Facebook group only for the sake of promoting yourself and your business looks spammy, and is not classy. People in these Facebook groups are always asking questions and in need of help. If you can assist in any way, be sure to write something useful. If posting a link is necessary (such as a step by step tutorial), then you can add it. Don’t make it spammy by just throwing your link out there. Solve the problem and then suggest they check your link for instructions.
Read and respect the rules of the Facebook group – Almost every Facebook group has rules and regulations they have put in place to help run the organization efficiently. You might find that some of the groups are strictly for promos and others require you to participate and show your expertise. Don’t get yourself kicked out of the group by not following the rules. Before posting, quickly read the rules to ensure you are on the right track.
Tips on using Facebook Marketing to Boost Events
Here are a few insider tips I’ve compiled to help you use Facebook for your business and events:
Best Times to Post on Facebook – Find out the best time to post for your business. People log in to Facebook on both mobile devices and desktop computers, both at work and at home. According to HubSpot, the best time to post on Facebook is 3:00 p.m. on Wednesday. Other optimal times include 12:00–1:00 p.m. on Saturdays and Sundays and 1:00–4:00 p.m. on Thursdays and Fridays.
Create a single Facebook Page for your event – If your event happened twice a year, keep the same page and just adjust the cover photo and profile image to reflect the upcoming show. Make sure to keep your page title and URL generic, and not unique to one year.
Treat your event wall like your page’s wall – Be sure to add your address, info about your event, the date and post links, photos and videos on the event wall. Facebook doesn’t yet allow for a whole lot of customization for event pages, so an active wall is probably your best selling tool once people land on your event page.
Create Facebook Ads for your event – Instead of creating an ad for your registration page or ticketing website, try creating an ad for your event. The benefits are a higher click through rate and the ability for people to invite their friends directly from the ad, which makes it super easy for people to make plans around your event!
Encourage attendees to engage and share – Create a call to action on your Facebook page.Once participants have signed up for your event, encourage readers to Comment and Like your Facebook Event wall and engage through other social media channels.
Create multiple admins and have them invite friends – If you have a group of people working at your event, encourage them to become page administrators. That way they can invite their friends to the event fan page. Facebook does not allow you to send invitations to your existing fans, so your best bet is to post about it often and invite as many people as you know.
Use like-able, social media images – Attach photos or videos to text only updates. People “like” or “share” a piece content when it resonates with them, so you should be making content that’s relevant to your audience. An image is more compelling if it evokes a sensory response beyond a purely visual one. Playing to touch, taste, smell or auditory response also makes for more efficient visual marketing. Do your research, what’s trending in the visual world. Sometimes it pays off to check out what the cool kids are doing. Design apps like Canva and Pablo are perfect for “non-designers” to quickly create professional (looking) social media images, absolutely free.
Crowdsource new event and product ideas – Social media is a great place to go to find a large number of people. As you engage your customers, use the opportunity to ask for feedback and suggestions about what events and products they would like to see from you. Many businesses use this tactic use to create a two-way line of communication with their customers. Listen to what your customers have to say about you, your events and services. It’s a great way for businesses to learn what their clients want and can help improve any event you’ve organized. It’s important to show your audience that you appreciate their feedback and are willing to invest your time to answer any questions. Listening to, and acting upon customer feedback helps to build trust in your event attendees and business customers.
Facebook offers many channels to promote your events, event business, and yourself. Tying all of these things together can be a large undertaking, however, if you remain committed to the success of your event(s), you can make it work for you. I recommend spending 15 – 30 minutes a day, or more posting relevant content to your Facebook Marketing outlets. It’s okay to share related articles and tips from influence’s and vendors in your industry.
Don’t forget, to have fun, and be sure smile when you post to social media 🙂
Do you actively make an effort to integrate Facebook Marketing with your events? I’d love to hear why or why not in the comments below.
Are you planning a paid event? Are you willing to give away 2.5% of your ticket value + $0.99 per ticket sold? If so then, by all means, host your next event on Eventbrite. Hosting an event on Eventbrite means that you have to fork over a percentage of every ticket you sell. With Event Espresso you are in control of your money because your events are hosted on your website. That means no monthly fees, registration fees, or ticketing fees.
Do you value your customers’ privacy? If so, then why would you use a third party to host your events and keep all of your customers’ data? You might as well let the guy down the street host your next event and collect the money and registration data.
Event Espresso is as secure as you and your server. When you install Event Espresso on your website or blog, you are in total control of the registration data. Every registration performed on your site is stored safely in your database. Accessing and exporting the registration data is as easy as logging into the WordPress admin. With Event Espresso’s easy-to-use interface, you have immediate access to the information you need. There’s no way for our company (Event Espresso) to market to your customers.
Style and Integration
Have you ever used Eventbrite’s iframe code to showcase your events on your website? Did you ever get the colors just right for each event? I am willing to bet that you may have come close, then gave up after wasting twenty minutes of your valuable time, only to have your customers leave your website to register on the Eventbrite site.
The style of your event page is no longer an issue when you have Event Espresso installed on your website. Event Espresso fully integrates with your WordPress website or blog. That means you spend less time matching colors, passing in arbitrary code, or just trying to look professional. You can even output your iframe ticket selectors to use in other websites you own or manage.
If you manage a WordPress website or blog, stop wasting your time and money with third-party event registration systems. Event Espresso gives you all the tools you need to host, manage, and collect payments for events on your WordPress website or blog. However, if you don’t manage a WordPress website, you still don’t need to settle for Eventbrite, as you can run a professional, fully-featured, polished event website right from Event Smart.
This post was originally published on Aug 21, 2010.
Whether you plan events year round, or once a year, promoting your event is essential to it’s success. The advances in social media marketing (Facebook, Twitter, LinkedIn, etc) alone have changed the structure of event planning and promotion in unimaginable ways over the last decade. In 2016 there were some 195.7 million social network users in the U.S., the equivalent of about three quarters of the country’s population. According to estimates, the number of worldwide social media users reached 1.96 billion and is expected to grow to some 2.5 billion by 2018. On average, global internet users spend around 118 minutes per day surfing social networks.
2016 Social Media Stats
With one of the largest social media marketing advances coming from Facebook Events, which launched in 2005, is now one of Facebook’s oldest features, and now boasts over 650 million active users, over 47 million public events, with over 35 million events viewed each day. It has become very clear that promoting your events on social media is an important part of the event planning process.
Facebook Events home page as of December 2016
While many large corporations are using special events to increase their brand exposure, increase profits, and/or launch products. Many nonprofits depend on special events and fundraisers to grow revenue and build support for their cause. Finally, let’s not forget the ever increasing number of entrepreneurs that are now relying on a wide array of events, from art classes to retreats to large scale conferences as their primary revenue stream.
Social Media Marketing Helps Increase Event Exposure
Building awareness around your event and selling tickets requires a lot of time, energy, and a well-planned marketing strategy. You can’t simply send an email reminder or create a Facebook event. You need to create a well-planned marketing strategy that will connect with your audience and encourage them to register for your event.
With the right strategy and tools in place, event organizers can harness social media to attract more attendees, cultivate engagement, and extend the lifetime value of their events. Publicity in traditional news media can supplement social media promotion, but today’s event planners can’t depended upon traditional news outlets in today’s world. Especially with the cord cutter population increasingeveryyear.
While email is still a great tool for many event organizers to reach contacts from past events, social media is especially useful in promoting an event to new potential attendees. Event marketers typically cite Facebook, Twitter and LinkedIn as the best social media networks for promoting events.
The Role of Social Media in Event Marketing
Social media has emerged as a primary tool to promote most any type of event, whether your organizing a conference, seminar, fundraiser, concert, or a club or group event, social media can play an important role before, during, and after and event.
According to a 2016 Social Media and Events report from Amiando, Facebook (93%), Twitter (76%) and LinkedIn (67%) are the three most common social media channels used to promote events internationally.
Image credit Amiando Event Industry Report 2016
How do the three most popular social media networks stack up? See for yourself:
With over 1.7 billion—yes, 1.7 billion—active users, Facebook is the largest social network in the world. No matter what the event, prospective attendees are likely to be on Facebook.
Facebook Events is the perfect way to get users’ attention and keep it. With Facebook’s calendar connection, most people have their Facebook events connected to their smartphones. This means you can keep your audience in the know without doing much leg work.
It’s also a great way for businesses to connect with existing customers, make new contacts, and get the word out about their products and services. Plus, event sponsors can share different types of content, including photos, videos, surveys and links to their event web page.
Finally, we can’t forget about Facebook Pages and Groups. While making connections on Facebook is not limited to friends. Through both Facebook Pages and Facebook Groups, event organizers can stay more connected with their attendees and event sponsors.
What’s the difference between Facebook Pages and Groups?
Facebook Pages: Like a friend’s profile, Facebook Pages enable public figures, businesses, organizations and other entities to create an authentic and public presence on Facebook. Unlike your profile, Facebook Pages are visible to everyone on the internet by default. You, and every person on Facebook, can connect with these Pages by becoming a fan and then receive their updates in your News Feed and interact with them.
Facebook Groups: While Facebook Pages were designed to be the official profiles for entities, such as celebrities, brands or businesses, Facebook Groups are the place for small group communication and for people to share their common interests and express their opinion. Groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content.
Twitter is the second largest social network, with nearly 320 million active users. Twitter is a real-time information network that empowers its users to share and discover interesting content through status updates (or “tweets”). Twitter is often referred to as a micro-blogging service because it limits your status updates to 140 characters.
Twitter has become increasingly important to event organizers, as it is one of the quickest ways to get a message out to people who may be interested in your activities, ideas, services— or in this case— events. Twitter provides a quick way to spread messages, and its hashtags help organize interests and generate conversations. It’s the most public of all major networks, since users can view content of others with requests or approvals.
Twitter is especially popular among event attendees, which use an event “hashtag” to generate a conversation around your event. Hashtags are used to mark keywords or topics on Twitter, as a way of organizing content.
Also, because Twitter is the most “public” of the social networks (users do not have to send requests to view the content of other users) Twitter makes it easy to generate word-of-mouth for your event. So adding Twitter to your event strategy could help introduce your event to a whole new audience.
With over 467 million members (~120 million active users), LinkedIn is the largest professional social network and is now pretty mainstream for people in many types of businesses, so the chances that any of your prospective delegates are not on there is pretty remote.
Are you currently using LinkedIn to get the word out about your business events? If not, you should be, as LinkedIn offers its members a variety of appealing features. LinkedIn can be valuable for promoting business events, such as training seminars, professional conferences, and networking gatherings. Just like Facebook Groups, event organizers can use LinkedIn Groups through all stages of the event, including planning, promotion and post-event follow up.
A survey undertaken in May 2014, gave an insight into the most popular features used by LinkedIn company page owners. The most popular feature, with 59.78 percent of respondents, was the ability to share status updates with company followers. Another popular feature, with 57.88 percent of respondents was the ability to review company followers.
Social Media Marketing has become a must-have method to promote business and not-for-profit events. An intensive event promotion campaign on social media networks can build buzz about the event, attract attendees, and help keep attendees informed as the event approaches. It can also build your email list for future events.
We enjoy hearing from our members about the exciting projects they’re working on. Please let us know in the comments below if you have any social media marketing best practices, tips & tricks, or how you’re implementing social media to promote your event(s).
We’re happy to present you with the Attendee Mover add-on for Event Espresso 4. With this add-on, you can easily shaving a few minutes off the current attendee reassignment process!
Mistakes happen and sometimes you may have people register for the wrong event…or if there are multiple tickets for the event, they may purchase the wrong ticket. This add-on makes it easy to move attendees from one event/ticket to another event/ticket, within the same event or a different event.
If you’ve ever had a registrant sign up for the wrong event, then you know how important it can be to be able to move them to a the correct event; it can become a very time consuming process. With the Attendee Mover add-on for EE4, you can now move attendees to the correct, or different events with ease.
As an event manager, the attendee mover allows you to:
Easily move attendees between events
Easily reassign tickets to attendees
Keep a history of reassigned attendees
Overall, save time moving attendees between events
How it Works
With the Attendee Mover add-on, it only takes four simple steps to move an attendee to a new event or ticket. From the registrations page, just choose the attendee, choose the new event, select the correct ticket, verify the changes and save.
If you’re still reading, that means you’re probably excited to check it out. Well good news! The files have been added to your account, all you have to do is login, download, then install on your website.
During Connect Week 2016, Website Weekend LA will bring in non-profits and organizations doing great work in the local Los Angeles, California community and pair them up with teams of digital professionals. Then over the course of a weekend, these teams will collaborate and build something amazing for their organization that will help them grow their outreach and positively impact how they contribute to the community.
What is Website Weekend LA?
For nonprofit organizations, Website Weekend is an amazing opportunity to consult with digital professionals to build websites that shares their stories and connects with audiences.
Digital professionals get a chance to use their skills to make the world a better place. They also get a chance to collaborate with new people and to build a new project for their portfolio. The nonprofit projects are different from everyday work, so for many it’s a refreshing change from their daily work. Lots of new relationships and friendships were formed at the first Website Weekend.
When is Website Weekend LA?
Nonprofit organizations and digital professionals will gather together on October 22-23 for Website Weekend LA in Pasadena, California. Organized by Alex Vasquez and Natalie MacLees, the event will bring together developers, designers, content strategists, UX professionals, and project managers to build websites for nonprofits.
“If you could help an awesome organization using your professional skills would you do it? You have the opportunity to affect positive change and Website Weekend LA can help.”
When I saw that we could happily answer “YES” to this question, on the Website Weekend LA home page. I knew right away that we needed to get involved. So we decided to sponsor the Sunday Breakfast expenses and help out with free Event Espresso support licenses.
Are You Ready to Make a Difference?
Interested in helping us do awesome work in the community? You can make a huge difference!
In October 2013, 53 volunteers came together to create websites for seven different nonprofits. For 2016, the team is aiming to double the 2013 event. About 100 volunteers working on about 15 different projects for nonprofit organizations.
If you live in, or around the the Los Angeles, California area and are skilled in copywriting, programming, WordPress development, user experience design, or anything in between, this is an event that could use your help.
Hey Event Espresso users in Arizona! If you want to learn more about WordPress, meet great new people, and have a great time while doing so, then WordCamp Phoenix is the place to be. You might even get to meet some of the biggest names in the WordPress community, such as Aaron Campbell, Alex Vasquez, Betsy Cohen, and Mary Baum.
Don’t miss WordCamp Phoenix 2016: A Weekend of WordPress Awesomeness!
Follow all the happenings of WordCamp Phoenix on Twitter via the #wcphx hash tag and/or the @PHXWordCamp Twitter profile.
Tickets and more information about the event, speakers, and schedule can be found here.
Find Me (Seth) at WordCamp
Since we’re sponsoring WordCamp Phoenix this year, I’ll be there all day networking and handing out swag.
Follow us on Twitter to watch for free swag and discounts for WordCamp Phoenix attendees. If you’re going to be there, come say HI 🙂
What is WordCamp?
WordCamp is a conference that focuses on everything WordPress. WordCamp’s are informal, community-organized events that are put together by WordPress users like you. Everyone from casual users to core developers participate, share ideas, and get to know each other.