event registration & ticketing

amiando GmbH

Successful Facebook Marketing for Events

Contents:
Page 2: Introduction Facts and Figures Page 3-5: How The best tools and strategies Page 6: Why Whats in it for you? Page 7: Future Prospects Challenges & Opportunities Page 8: References Resources and Contact

Europes 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, youre 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:

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

Facebook Facts:
Which social media channels are most used for promoting events?

84%

2 billion internet users 800 million Facebook users

61% 47% 44% 35% 35%

7%

Facebook Twitter

Xing

YouTube LinkedIn

Blogs

MySpace

Significant part of peoples 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% considered 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 pages, groups and events 30 billion pieces of content shared each month

amiando Europes 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 Events you wish to promote for free

Facebook Fan Page

Facebook Event

How To
1. 2. 3. 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

How To
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 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

Best Practices
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

amiando Europes 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 Facebooks 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 networks newsfeed For maximum user traffic, post your ticket shop on your Facebook Fan Page or external homepage Use amiandos Viral Tickets7 and get people to recommend their friends for your event its a win-win situation as theyll both receive a discount Advertise your Ticket Shop with Facebook Ads to target specific audiences (see next page)

amiando Europes 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. advertising and click on Create an Advert 2. Enter your events URL 2. and select a title, text body and image 3. Define your target 3. audience (by location, age, gender, likes) 4. Set your daily budget 4. for the ad; Fb will suggest a bid amount

Best Practices
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 dont display the same ad again and again Monitor your ad campaigns success and make continuous adjustments to gain the maximum ROI use Fbs 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
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event registration & ticketing

Why The Benefits of Facebook Marketing

A Network of Marketing Tools
= Promontion

facebook
Ads

External
event registration & ticketing

facebook
Ticket Shop via
event registration & ticketing

facebook
Event Page / Fan Page

Event Website

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

amiando Europes online tool for event registration

event registration & ticketing

Prospects Challenges and Opportunities

Mobile Ads10
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!

Facebook is not for Businesses?

Many businesses are still opposed to the idea of marketing via a social media platform. FBs 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

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 its happening, creating a real-time marketing effect.

The Loyalty Factor

FBs 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 Europes online tool for event registration

event registration & ticketing

References & Resources

References:
1 2

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

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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

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

About

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. amiandos 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 Telefnica 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 Sandstrae 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 Europes online tool for event registration