Pro Tips to Event Marketing on Facebook and Instagram

HELLO.MIKE SCATURO & BRIAN RAUSCHENBACH

PRO-TIPS FOR EVENT MARKETING ON

FACEBOOK AND INSTAGRAM

Why Facebook & Instagram?

5 Million Active Advertisers on Facebook

Social Media Brands Used Most Often

per day Buy new tote to take to Coachella 11:15am

Browse festival styles on YouTube7:15pm

At bus stop, listen to The Flavr Blue’s 365 song on Spotify 8:30am

On bus, check email for holiday sales this weekend5:29pm

At lunch, play Candy Crush while enjoying a beer at Lucky Envelope Brewing12:33pm

Take Lyft over to Foundation Nightclub11:09pm

Use maps to get directions to Papa Bois food truck 1:13pm

At work, book Coachella tickets9:01am

Wake up and read Twitter6:50am

On the bus, read Coachella lineup announcement8:42am

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Part I: Technical Setup

Things You Need To Do

Create Facebook Page & Event

Setup Ad Account (For Your Business)

■ Required to run ads on Facebook & Instagram

■ Umbrella ad account for your brand(s) will

allow easier access for employees, etc.

Facebook Pixel Implementation

■ Track Conversions + Purchase Value

■ Create Retargeting Audiences

Event Pages on Facebook

■ Eventbrite API Integration

■ Re-market to Event RSVPs

■ Creates Interest

■ Events Show in Newsfeed

■ Posts Notify Users

Facebook Business Account Setup

Business Manager

Account

Ad Account

Facebook Page Your Team Instagram Account

Pixel Implementation■ Purchase

■ Lead

■ Complete Registration

■ Initiate Checkout

■ Add to Cart

■ Add to Wishlist

■ Search

■ View Content

Part II: Targeting & Strategy

Targeting Pillars

Website Traffic

CRM Lists

Social Engagers

Video Viewers

1ST PARTY

DATA

E-mail/CRM List Segmentation

■ Genre based

■ Repeat/Lapsed Customers

■ Ticket Type (GA vs. VIP)

Custom Audiences

▪ Create and target custom

audiences based off engagement

with your page, event RSVPs,

lead form or video.

What is a Lookalike?Let Facebook’s algorithm make your

1st party data work harder

MUST HAVE: Content Calendar

■ Save the Date

■ Launch Event Page on FB

■ Presale Tickets On Sale

■ General On Sale

■ Headliners / Keynote Announcements

■ Full Lineup Announcement

■ Schedule Announcement

■ Countdown / Urgency Push

Budget Allocation & Pacing

Earlybird

On Sale

Lineup

Announcement

75% Sold Post

RO

AS

Week

What if there arebudget constraints?

Part III: Creative & Messaging

Boosting Organic Content vs. Leveraging

Dark Posts?

Boosting Organic Content

PROS

■ Aggregated engagement on the

post (organic & paid)

■ Creates more activity on your fan

page

CONS

■ Some limitations on creative

■ Messaging must be broad (an offer

for one is an offer for all)

Leveraging Dark Posts

PROS

■ Allows you to tailor messaging and creative to

a specific audience

■ Expanded creative/copy testing ability

■ More ad unit options

CONS

■ Only shown to those who you are targeting

■ Engagement lives on the ad, not on your page

■ Use your brand voice - speak to your audience, not at it

■ Keep ad copy short and punchy, include at least one CTA

■ Create copy with sense of urgency or shareability

Messaging Insights

Ad Types

Single Image

Video

Carousel

Other Ad Types

Slideshow

Cinemagraphs / GIFs

Canvas

360

Stories

Messenger

Collection Ads

Utilizing Artists,

Sponsors & Influencers

■ Reach Fans Directly

■ Lends Brand Credibility

■ Endoresment

■ Sponsorship Impressions

Cross Channel Promotion

Key Takeaways

Takeaways

▪ Review past ticket purchase trends

▪ Set budget and create a content calendar

▪ Create your event on FB, invite fans, promote to drive RSVPs

▪ Promote your organic posts using the PostID for higher engagement

▪ Create image and video repository that lines up with content calendar

▪ Your 1st party data is your most valued asset

▪ Keep branding consistent across all channels

Links and Resources

▪ Facebook Business Manager:

https://business.facebook.com

▪ Facebook Audience Pixel:

https://www.facebook.com/events_manager/pixel/events

▪ Facebook Custom Audiences:

https://www.facebook.com/business/a/custom-audiences

▪ Lookalike Audiences: https://www.facebook.com/business/a/lookalike-

audiences

▪ CRM List Prep:

https://www.facebook.com/business/help/606443329504150?helpref=faq_

content#

Q&A

@add3com info@add3.com