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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
150x
Confidential + Proprietary
Nomophobianoun
Fear of being without your mobile phone or being unable to use your phone for some reason.
IT’S PAY TO PLAY NOW
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#
