SlideShare a Scribd company logo
1 of 21
Download to read offline
Facebook Events Playbook
A Guide to Getting the Most Out of Facebook Events
Spread the word, drive ticket sales and build a following.
The Power of Facebook Events
Facebook Events Playbook
The Power of Facebook Events
2
Each month, 500 million people use Facebook events to
connect and spend time together in the real world. Our goal
is to help event organizers and promoters like you to reach,
connect and engage with those people so they never miss
the events they’d want to attend.
This guide is designed to help you reach your community,
sell tickets and build an engaged audience through
Facebook. You’ll learn how to:
•	Create a Great Facebook Event:
Tips for creating a high-quality event that grabs people’s
attention and helps them discover your event.
•	Spread the Word with Facebook Event Tools:
Leverage built-in tools to spread the word about your
event and engage with your community.
•	Promote Your Events with Ads:
A how-to guide for using our suite of ad solutions to
create a successful campaign.
Millennials spend
25%
of their annual media content
spend on live events
(second only to TV)
41%
of Facebook users in the
US engage with public
events each month
47M
public events were
created in 2015
35M
people view a public
event each day
500M
people use Facebook
Events each month
Facebook Events Playbook
Create a Great Facebook Event
3
Most people find out about events through posts they see in News Feed. A great Facebook event provides people with information to discover your event
through friends, News Feed and event recommendations. By following these tips, you’ll ensure that your event reaches more of the right audience.
Create a Great Facebook Event
Create a Great Facebook Event
4
60% of connections to public events
happen on News Feed.
Create a Great Facebook Event
Facebook Events Playbook
Contents
5
1. 	 Cover Photo
2.		 Name
3.		 Location
4.	 Date and Time
5.		 C0-Hosts
6.		 Tickets
7.		 Description
8.		 Category
9. 	 Save Event Drafts
10. 	Schedule Events for Publication
1
8
2
10
3
4
6
7
9
5
Create a Great Facebook Event
Facebook Events Playbook
1. Cover Photo
6
•	Always add a photo. People use your photo to
understand more about the event.
•	People will also see the photo in News Feed,
notifications and more, so it’s important to choose a
photo that looks good at any size. The photo should
be 1920 x 1080 pixels (16:9 ratio) or larger. Using a
photo with a smaller ratio may cause your photo to
appear cut off or incomplete.
•	Include little or no text, so that it’s easy to
understand. This is also helpful if you plan on
creating an ad for the event, since ads with a lot of
text often get rejected for Facebook advertising.
Create a Great Facebook Event
Facebook Events Playbook
2. Name
7
•	Have a clear, short name that represents your event. Events with long names get
cut off in News Feed (especially on mobile), so people may miss some important
information. In general, events with long names get lower responses.
•	Avoid duplicating information in the name that’s already displayed in the event details
such as location and time.
•	Avoid all caps and glyphs. These make the event harder to read and feel less official,
which people tend to engage with less.
•	Avoid repeatedly changing the name of your event to make announcements. Once
events get large, you can only change the name, time or location of the event three
times. So only edit when absolutely necessary.
3. Location
•	Use a location that corresponds to a Facebook Page or a Facebook-suggested location
so that people in the area can learn about your event.
•	If a Page can’t be created, use the full address. This way our system can link to
directions for how to find the event and recommend it to people who live nearby.
4. Date and Time
•	Having events tied to their actual date and time lets people see what their friends are
doing and helps them decide if they want to go.
5. Co-hosts
•	Your co-host will be able to edit the event just like you.
•	Add all relevant pages - like artists, promoters and venues – as co-hosts of the event.
This can expand the reach of your event and lets others help keep the details up to
date. Remember, you can only add a Page as a co-host if you are an existing admin of
that Page.
•	If you aren’t a Page admin you can still add an event to your calendar. Use the Add to
Page option. Learn more on Page 14.
Create a Great Facebook Event
Facebook Events Playbook
7. Description
•	Write a clear description of your event that’s well-formatted and easy to understand.
•	Start with a sentence that sums up your event, then add more details below. That way,
even at a glance, people can get an instant idea of what your event is about.
•	You can use hashtags and mentions in the description, so people can participate in the
buzz around the event and find out more by searching the artists or performers on
Facebook.
•	Tell people why they should go, the line-up or schedule, when tickets will go on sale,
how to find the venue and anything that helps people to plan.
8. Category
•	Make sure you have the most relevant category selected. This will be used to
recommend your event to potential attendees and allow people to filter event
results when browsing.
8
6. Ticket
•	If you’re selling tickets for your event, include a link to the ticket provider or website
rather than including it in the description. This makes it easier for people to find.
•	By adding a ticket link in this field, you’ll enable additional features such as ads
optimized to drive ticket sales.
Create a Great Facebook Event
Facebook Events Playbook 9
10. Schedule Events for Publication
•	On desktop, set a publication date and time so you can control when your event goes
live.
•	Once you schedule a publication date and time, you will be able to make edits through
the publishing settings that now appear on your event page.
9
9. Save Event Drafts
•	On desktop, create and save drafts of your event so you can finalize the details before
publicly publishing your event.
•	Page admins will have access to your event drafts so you can collaborate with them on
event details.
•	Event drafts will be saved in the event tab of your Page for publication.
Facebook Events Playbook
Spread the Word with Facebook Event Tools
10
Spread the Word with Facebook Event Tools
Facebook Events Playbook
Spread the Word with Facebook Event Tools
11
You can use the tools in Facebook Events to help even more people discover and connect
with your events. Here’s how...
1. Show off events on your Page
•	Move the Event tab up: On desktop, make sure your events tab is one of the first tabs on
your Page’s Timeline. This makes it easy for people to find your calendar and see a full
list of your events. You can change the order using the Manage Tabs option in the More
dropdown menu. If the Event tab is not visible at all, you’ll need to create an upcoming
event in order to manage and reorder the tab.
•	Make upcoming events more
prominent: Highlight upcoming
events on your Page’s Timeline by
reordering the left-hand-column
sections on desktop so that
Events is at the top. The ordering
can be managed by clicking the
pencil icon that appears when
hovering over any of the units.
Spread the Word with Facebook Event Tools
Facebook Events Playbook
2. Get the word out by sharing your event
12
Capture people’s attention on Facebook and share your event to News Feed…
•	Share on your Page’s Timeline: Leading up to the event, share your event regularly to
help build buzz, post the latest updates and keep the conversation going with your
audience.
•	Share on relevant Pages: Take advantage of the combined followers of all the hosts
and people involved in the event (venues, promoters, artists, etc) by getting everyone
to share the event to their Page.
3. Invite people you know would be interested
•	The maximum number of people that any one person can invite is limited to 500
per event. Keep in mind that events with large invite lists often get reported as
spam. People respond to event invites when they’re tailored to their interests. To
get a better response rate, you should only send invites to people you know will be
interested in the event.
Spread the Word with Facebook Event Tools
4. Share your event calendar
13
•	Similar to email lists, people can stay up to date on your events by subscribing to your
event calendar. They will automatically be notified as soon as you create or add a new
event near them. So make sure to add a location to your event.
•	You can promote the link to your event calendar (this is usually www.facebook.com/
[YourPage]/events). There are a few ways you can do this:
»» Publish a post with a link to your event calendar to let your audience know
about upcoming events. This will automatically include a preview of your
latest events. To reach even more people, consider boosting the post with
an ad.
»» Send the link out through existing channels such as mailing lists and fan
clubs.
Subscribe Notifications
Spread the Word with Facebook Event Tools
Facebook Events Playbook
5. Cross-promote by using Add to Page
14
•	We know there are often many people involved in organizing and promoting an event,
from the venue, to the performer, to the promoter. Rather than creating duplicate
Facebook events for the same event, you can add any event to your Page’s calendar, even
if you aren’t hosting it, and promote it to your audience.
•	Likewise, others can add your event to their Page’s event calendar. Ask other promoters
or organizers to add your event to their Page so their audience can also discover your
event.
1
2
6. Promote off Facebook using a Social Plugin
Add a Page plugin to your website so that people can discover and interact with events
from your Page on your own website. Any changes you make to the event on your
Facebook Page are automatically updated on your website. With this plugin, people can:
•	Like your Page
•	See upcoming events in their area
•	Mark themselves as Interested or Going to events (if they’re logged into Facebook)
•	Subscribe to your event calendar
•	See if their friends are going to the same event
Spread the Word with Facebook Event Tools
Facebook Events Playbook
7. Promote with a QR code
15
•	Create a unique QR code for your event to use in promotional materials like printed
flyers, posters, email announcements and more.
•	This QR code will direct users to your Facebook event so they can easily share it with
their friends and mark themselves as Interested or Going.
2
1
Find out more: https://developers.facebook.com/docs/plugins/page-plugin
Spread the Word with Facebook Event Tools
Facebook Events Playbook
8. Engage attendees by posting to your event
16
Sharing pictures, stories or updates on your event page can help keep it top of mind
and relevant in News Feed.
•	Before your event: Post interesting content to the event to build buzz, get people
excited and communicate important updates about your event.
•	During the event: Give updates and encourage late-goers to attend.
•	After the event: Help attendees share highlights by posting photos or messages
thanking people for attending and letting them know about your next event. We do
our best to remove spam and malicious posts from your events, but remember to
regularly check new posts and remove any bad ones to ensure a better experience
for attendees.
Facebook Events Playbook
Promoting Your Event with Ads
17
Learn how you can leverage the suite of ad solutions to create successful campaigns.
Promoting Your Event with Ads
Facebook Events Playbook
1. Generate awareness by driving event responses
18
•	Get more people to see and connect to your event by creating an ad to raise attendance.
•	By default, these ads will use your Facebook event as the creative and optimize for event
connections (people who respond Interested or Going). You can also choose to optimize
for daily unique reach, impressions or clicks through Facebook advertising.
•	Create these ads by clicking Promote Event or Boost Event on the event page on desktop.
You can also create this ad on mobile by selecting Boost Event.
Promoting Your Event with Ads
Facebook Events Playbook
2.IncreaseticketsaleswiththeTicketscalltoaction
19
•	Sell more tickets by creating an ad to “send people to your website”. The Tickets call
to action will only appear for upcoming events that have a ticket URL.
•	By default, these ads will use your Facebook event as the creative with a Tickets
(mobile) or Buy Tickets (web) call to action and optimize for clicks to the ticket
website.
•	Create this ad from the event page by selecting “Promote Ticket Sales” option.
Promoting Your Event with Ads
Facebook Events Playbook
3. Get better results with improved targeting
20
When choosing the audience for your ad, reach people with a specific kind of
connection to your event:
•	People who responded Interested or Going to your event
•	Friends of people who have responded Interested or Going to your event
•	Exclude people who already responded to your event
•	People who have viewed any event of your Page
•	People who have responded to any event of your Page
Facebook Events Playbook
For more info please visit: events.fb.com/public-events

More Related Content

What's hot

Add Hashtag Power to Your Giving Day
Add Hashtag Power to Your Giving DayAdd Hashtag Power to Your Giving Day
Add Hashtag Power to Your Giving DayKimbia, Inc
 
Facebook Presentation
Facebook PresentationFacebook Presentation
Facebook Presentationethanparker61
 
Marketing for success_p3
Marketing for success_p3Marketing for success_p3
Marketing for success_p3Gordon Diver
 
Social media plan strategy & process
Social media plan   strategy & processSocial media plan   strategy & process
Social media plan strategy & processVinod Nagar
 
Social Media Strategy Plan for Tacoma Maritime Fest
Social Media Strategy Plan for Tacoma Maritime FestSocial Media Strategy Plan for Tacoma Maritime Fest
Social Media Strategy Plan for Tacoma Maritime FestUniversity Washington Tacoma
 
Google plus business page
Google plus business pageGoogle plus business page
Google plus business pageMrElshMedia
 
Siena Vista presentation
Siena Vista presentationSiena Vista presentation
Siena Vista presentationPearl Higgins
 
Realist's Guide to Social Media for Nonprofits
Realist's Guide to Social Media for NonprofitsRealist's Guide to Social Media for Nonprofits
Realist's Guide to Social Media for NonprofitsSue Spaight
 
Facebook strategy for your business
Facebook strategy for your businessFacebook strategy for your business
Facebook strategy for your businessSmartCompanyWebinars
 
TFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
TFEA 2016 - Sponsors & Social: The Art of Parnership PromotionsTFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
TFEA 2016 - Sponsors & Social: The Art of Parnership PromotionsSaffire
 
13 Nonprofit Marketing Changes to Make in 2013
13 Nonprofit Marketing Changes to Make in 201313 Nonprofit Marketing Changes to Make in 2013
13 Nonprofit Marketing Changes to Make in 2013Kivi Leroux Miller
 
Final Evaluation
Final EvaluationFinal Evaluation
Final EvaluationChaz212
 
Social Media Strategy - Facebook
Social Media Strategy - FacebookSocial Media Strategy - Facebook
Social Media Strategy - FacebookTony Passey
 
Pod camp toronto 2013 slideshare
Pod camp toronto 2013 slidesharePod camp toronto 2013 slideshare
Pod camp toronto 2013 slideshareDebbie Horovitch
 

What's hot (20)

Add Hashtag Power to Your Giving Day
Add Hashtag Power to Your Giving DayAdd Hashtag Power to Your Giving Day
Add Hashtag Power to Your Giving Day
 
Facebook Presentation
Facebook PresentationFacebook Presentation
Facebook Presentation
 
Marketing for success_p3
Marketing for success_p3Marketing for success_p3
Marketing for success_p3
 
Social media plan strategy & process
Social media plan   strategy & processSocial media plan   strategy & process
Social media plan strategy & process
 
Social Media Strategy Plan for Tacoma Maritime Fest
Social Media Strategy Plan for Tacoma Maritime FestSocial Media Strategy Plan for Tacoma Maritime Fest
Social Media Strategy Plan for Tacoma Maritime Fest
 
Google plus business page
Google plus business pageGoogle plus business page
Google plus business page
 
Siena Vista presentation
Siena Vista presentationSiena Vista presentation
Siena Vista presentation
 
Realist's Guide to Social Media for Nonprofits
Realist's Guide to Social Media for NonprofitsRealist's Guide to Social Media for Nonprofits
Realist's Guide to Social Media for Nonprofits
 
Facebook 101
Facebook 101Facebook 101
Facebook 101
 
The ultimate guide to facebook live for your event
The ultimate guide to facebook live for your eventThe ultimate guide to facebook live for your event
The ultimate guide to facebook live for your event
 
U of T march 31 2011
U of T march 31 2011U of T march 31 2011
U of T march 31 2011
 
Facebook strategy for your business
Facebook strategy for your businessFacebook strategy for your business
Facebook strategy for your business
 
Hkcba speech slides
Hkcba speech slidesHkcba speech slides
Hkcba speech slides
 
TFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
TFEA 2016 - Sponsors & Social: The Art of Parnership PromotionsTFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
TFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
 
13 Nonprofit Marketing Changes to Make in 2013
13 Nonprofit Marketing Changes to Make in 201313 Nonprofit Marketing Changes to Make in 2013
13 Nonprofit Marketing Changes to Make in 2013
 
Facebookworkshop
FacebookworkshopFacebookworkshop
Facebookworkshop
 
Final Evaluation
Final EvaluationFinal Evaluation
Final Evaluation
 
Social Media Strategy - Facebook
Social Media Strategy - FacebookSocial Media Strategy - Facebook
Social Media Strategy - Facebook
 
Smart Social Media for Busy Nonprofits
Smart Social Media for Busy NonprofitsSmart Social Media for Busy Nonprofits
Smart Social Media for Busy Nonprofits
 
Pod camp toronto 2013 slideshare
Pod camp toronto 2013 slidesharePod camp toronto 2013 slideshare
Pod camp toronto 2013 slideshare
 

Similar to Create Awesome Facebook Events Playbook via Facebook

How to Choose the Right Social Media Platform for Promoting the Event
How to Choose the Right Social Media Platform for Promoting the Event 				How to Choose the Right Social Media Platform for Promoting the Event
How to Choose the Right Social Media Platform for Promoting the Event Anagha Dorlikar
 
Event Hacks: 5 mistakes to avoid when promoting your event on Facebook
Event Hacks: 5 mistakes to avoid when promoting your event on FacebookEvent Hacks: 5 mistakes to avoid when promoting your event on Facebook
Event Hacks: 5 mistakes to avoid when promoting your event on FacebookPeatix
 
Mega Guide To Events & Event Marketing
Mega Guide To Events & Event MarketingMega Guide To Events & Event Marketing
Mega Guide To Events & Event MarketingUniverse
 
Filling Your New Home Events with Qualified Buyers
Filling Your New Home Events with Qualified BuyersFilling Your New Home Events with Qualified Buyers
Filling Your New Home Events with Qualified BuyersLeslie Bridges
 
ASOCEU - Lesson 4 - Promote an event on the social media
ASOCEU - Lesson 4 - Promote an event on the social media ASOCEU - Lesson 4 - Promote an event on the social media
ASOCEU - Lesson 4 - Promote an event on the social media A Scuola di OpenCoesione
 
Using Social Media to Promote an Event
Using Social Media to Promote an EventUsing Social Media to Promote an Event
Using Social Media to Promote an EventCaryn Brown
 
5 steps to promote your school's open house through social media
5 steps to promote your school's open house through social media5 steps to promote your school's open house through social media
5 steps to promote your school's open house through social mediaHigher Education Marketing
 
How to Successfully Promote Your Event
How to Successfully Promote Your EventHow to Successfully Promote Your Event
How to Successfully Promote Your EventUniverse
 
10 ways to make your webcast stand out
10 ways to make your webcast stand out10 ways to make your webcast stand out
10 ways to make your webcast stand outinfiniteconferencing
 
HSMAI2011 west how_tousesocialmediatodriveattendancetoyourevent
HSMAI2011 west how_tousesocialmediatodriveattendancetoyoureventHSMAI2011 west how_tousesocialmediatodriveattendancetoyourevent
HSMAI2011 west how_tousesocialmediatodriveattendancetoyoureventMarcel Media
 
Using Social Media to Promote Your Non-Profit Event or Business
Using Social Media to Promote Your Non-Profit Event or BusinessUsing Social Media to Promote Your Non-Profit Event or Business
Using Social Media to Promote Your Non-Profit Event or BusinessAnyssa Jane
 
UTRGV Developing Successful Social Media Campaigns
UTRGV Developing Successful Social Media CampaignsUTRGV Developing Successful Social Media Campaigns
UTRGV Developing Successful Social Media CampaignsAlex Garrido
 
Social media for business www.mintsocialmedia.com
Social media for business   www.mintsocialmedia.comSocial media for business   www.mintsocialmedia.com
Social media for business www.mintsocialmedia.comKabir Shaikh
 
DesignMissoula_NonProfitsandSocialMedia
DesignMissoula_NonProfitsandSocialMediaDesignMissoula_NonProfitsandSocialMedia
DesignMissoula_NonProfitsandSocialMediaDesignMissoula
 
Beginner Marketing Tips for Event Producers
Beginner Marketing Tips for Event ProducersBeginner Marketing Tips for Event Producers
Beginner Marketing Tips for Event ProducersThe Abbi Agency
 
Social Media Strategy For Event Marketers
Social Media Strategy For Event MarketersSocial Media Strategy For Event Marketers
Social Media Strategy For Event MarketersBruce Jones
 

Similar to Create Awesome Facebook Events Playbook via Facebook (20)

How to Choose the Right Social Media Platform for Promoting the Event
How to Choose the Right Social Media Platform for Promoting the Event 				How to Choose the Right Social Media Platform for Promoting the Event
How to Choose the Right Social Media Platform for Promoting the Event
 
Event Hacks: 5 mistakes to avoid when promoting your event on Facebook
Event Hacks: 5 mistakes to avoid when promoting your event on FacebookEvent Hacks: 5 mistakes to avoid when promoting your event on Facebook
Event Hacks: 5 mistakes to avoid when promoting your event on Facebook
 
Mega Guide To Events & Event Marketing
Mega Guide To Events & Event MarketingMega Guide To Events & Event Marketing
Mega Guide To Events & Event Marketing
 
Filling Your New Home Events with Qualified Buyers
Filling Your New Home Events with Qualified BuyersFilling Your New Home Events with Qualified Buyers
Filling Your New Home Events with Qualified Buyers
 
ASOCEU - Lesson 4 - Promote an event on the social media
ASOCEU - Lesson 4 - Promote an event on the social media ASOCEU - Lesson 4 - Promote an event on the social media
ASOCEU - Lesson 4 - Promote an event on the social media
 
Using Social Media to Promote an Event
Using Social Media to Promote an EventUsing Social Media to Promote an Event
Using Social Media to Promote an Event
 
5 steps to promote your school's open house through social media
5 steps to promote your school's open house through social media5 steps to promote your school's open house through social media
5 steps to promote your school's open house through social media
 
How to Successfully Promote Your Event
How to Successfully Promote Your EventHow to Successfully Promote Your Event
How to Successfully Promote Your Event
 
The Sold Out Event
The Sold Out EventThe Sold Out Event
The Sold Out Event
 
10 ways to make your webcast stand out
10 ways to make your webcast stand out10 ways to make your webcast stand out
10 ways to make your webcast stand out
 
HSMAI2011 west how_tousesocialmediatodriveattendancetoyourevent
HSMAI2011 west how_tousesocialmediatodriveattendancetoyoureventHSMAI2011 west how_tousesocialmediatodriveattendancetoyourevent
HSMAI2011 west how_tousesocialmediatodriveattendancetoyourevent
 
Using Social Media to Promote Your Non-Profit Event or Business
Using Social Media to Promote Your Non-Profit Event or BusinessUsing Social Media to Promote Your Non-Profit Event or Business
Using Social Media to Promote Your Non-Profit Event or Business
 
UTRGV Developing Successful Social Media Campaigns
UTRGV Developing Successful Social Media CampaignsUTRGV Developing Successful Social Media Campaigns
UTRGV Developing Successful Social Media Campaigns
 
Social media for business www.mintsocialmedia.com
Social media for business   www.mintsocialmedia.comSocial media for business   www.mintsocialmedia.com
Social media for business www.mintsocialmedia.com
 
Event Management
Event ManagementEvent Management
Event Management
 
DesignMissoula_NonProfitsandSocialMedia
DesignMissoula_NonProfitsandSocialMediaDesignMissoula_NonProfitsandSocialMedia
DesignMissoula_NonProfitsandSocialMedia
 
Beginner Marketing Tips for Event Producers
Beginner Marketing Tips for Event ProducersBeginner Marketing Tips for Event Producers
Beginner Marketing Tips for Event Producers
 
MICE EVENTS
MICE EVENTS MICE EVENTS
MICE EVENTS
 
Communications Process fro the ACM
Communications Process fro the ACMCommunications Process fro the ACM
Communications Process fro the ACM
 
Social Media Strategy For Event Marketers
Social Media Strategy For Event MarketersSocial Media Strategy For Event Marketers
Social Media Strategy For Event Marketers
 

More from FlutterbyBarb

30 Steps to a Stellar LinkedIn Business Profile
30 Steps to a Stellar LinkedIn Business Profile30 Steps to a Stellar LinkedIn Business Profile
30 Steps to a Stellar LinkedIn Business ProfileFlutterbyBarb
 
A Map to Branding by Natif Creative
A Map to Branding by Natif CreativeA Map to Branding by Natif Creative
A Map to Branding by Natif CreativeFlutterbyBarb
 
Template example construction company editorial calendar
Template example construction company editorial calendarTemplate example construction company editorial calendar
Template example construction company editorial calendarFlutterbyBarb
 
7 techniques to use canva to create branded graphics and collateral
7 techniques to use canva to create branded graphics and collateral7 techniques to use canva to create branded graphics and collateral
7 techniques to use canva to create branded graphics and collateralFlutterbyBarb
 
What to expect when you're expecting a nanny via Care.com
What to expect when you're expecting a nanny via Care.comWhat to expect when you're expecting a nanny via Care.com
What to expect when you're expecting a nanny via Care.comFlutterbyBarb
 
LinkedIn Publishing Playbook
LinkedIn Publishing PlaybookLinkedIn Publishing Playbook
LinkedIn Publishing PlaybookFlutterbyBarb
 
#FlutterbyChat: 6 social media trends that should shape the way you do busine...
#FlutterbyChat: 6 social media trends that should shape the way you do busine...#FlutterbyChat: 6 social media trends that should shape the way you do busine...
#FlutterbyChat: 6 social media trends that should shape the way you do busine...FlutterbyBarb
 
Endorsement Guidelines from the FTC
Endorsement Guidelines from the FTCEndorsement Guidelines from the FTC
Endorsement Guidelines from the FTCFlutterbyBarb
 
The Big Social Media Brand LookBook via Marketo
The Big Social Media Brand LookBook via MarketoThe Big Social Media Brand LookBook via Marketo
The Big Social Media Brand LookBook via MarketoFlutterbyBarb
 
Thinking Small: Bringing the Power of Big Data to the Masses
Thinking Small:  Bringing the Power of Big Data to the MassesThinking Small:  Bringing the Power of Big Data to the Masses
Thinking Small: Bringing the Power of Big Data to the MassesFlutterbyBarb
 
Customer Persona Template
Customer Persona TemplateCustomer Persona Template
Customer Persona TemplateFlutterbyBarb
 
Editorial Calendar Template via Hootsuite
Editorial Calendar Template via HootsuiteEditorial Calendar Template via Hootsuite
Editorial Calendar Template via HootsuiteFlutterbyBarb
 
Social Media Content Calendar Template via Hootsuite
Social Media Content Calendar Template via HootsuiteSocial Media Content Calendar Template via Hootsuite
Social Media Content Calendar Template via HootsuiteFlutterbyBarb
 
Staying Safe On Social Media and Managing the Information Deluge
Staying Safe On Social Media and Managing the Information DelugeStaying Safe On Social Media and Managing the Information Deluge
Staying Safe On Social Media and Managing the Information DelugeFlutterbyBarb
 
Personal Branding Playbook for LinkedIn
Personal Branding Playbook for LinkedInPersonal Branding Playbook for LinkedIn
Personal Branding Playbook for LinkedInFlutterbyBarb
 
CAN SPAM Act: A compliance guide for business
CAN SPAM Act: A compliance guide for businessCAN SPAM Act: A compliance guide for business
CAN SPAM Act: A compliance guide for businessFlutterbyBarb
 
Step by Step Guide and Checklist for Strategy for Creating a Winning Podcast ...
Step by Step Guide and Checklist for Strategy for Creating a Winning Podcast ...Step by Step Guide and Checklist for Strategy for Creating a Winning Podcast ...
Step by Step Guide and Checklist for Strategy for Creating a Winning Podcast ...FlutterbyBarb
 
Hootsuite 5 step guide to social media security
Hootsuite 5 step guide to social media securityHootsuite 5 step guide to social media security
Hootsuite 5 step guide to social media securityFlutterbyBarb
 
SEOMoz The Beginners Guide To SEO
SEOMoz The Beginners Guide To SEOSEOMoz The Beginners Guide To SEO
SEOMoz The Beginners Guide To SEOFlutterbyBarb
 
Identifcation Engagement and Measurement - Putting it all together for Word o...
Identifcation Engagement and Measurement - Putting it all together for Word o...Identifcation Engagement and Measurement - Putting it all together for Word o...
Identifcation Engagement and Measurement - Putting it all together for Word o...FlutterbyBarb
 

More from FlutterbyBarb (20)

30 Steps to a Stellar LinkedIn Business Profile
30 Steps to a Stellar LinkedIn Business Profile30 Steps to a Stellar LinkedIn Business Profile
30 Steps to a Stellar LinkedIn Business Profile
 
A Map to Branding by Natif Creative
A Map to Branding by Natif CreativeA Map to Branding by Natif Creative
A Map to Branding by Natif Creative
 
Template example construction company editorial calendar
Template example construction company editorial calendarTemplate example construction company editorial calendar
Template example construction company editorial calendar
 
7 techniques to use canva to create branded graphics and collateral
7 techniques to use canva to create branded graphics and collateral7 techniques to use canva to create branded graphics and collateral
7 techniques to use canva to create branded graphics and collateral
 
What to expect when you're expecting a nanny via Care.com
What to expect when you're expecting a nanny via Care.comWhat to expect when you're expecting a nanny via Care.com
What to expect when you're expecting a nanny via Care.com
 
LinkedIn Publishing Playbook
LinkedIn Publishing PlaybookLinkedIn Publishing Playbook
LinkedIn Publishing Playbook
 
#FlutterbyChat: 6 social media trends that should shape the way you do busine...
#FlutterbyChat: 6 social media trends that should shape the way you do busine...#FlutterbyChat: 6 social media trends that should shape the way you do busine...
#FlutterbyChat: 6 social media trends that should shape the way you do busine...
 
Endorsement Guidelines from the FTC
Endorsement Guidelines from the FTCEndorsement Guidelines from the FTC
Endorsement Guidelines from the FTC
 
The Big Social Media Brand LookBook via Marketo
The Big Social Media Brand LookBook via MarketoThe Big Social Media Brand LookBook via Marketo
The Big Social Media Brand LookBook via Marketo
 
Thinking Small: Bringing the Power of Big Data to the Masses
Thinking Small:  Bringing the Power of Big Data to the MassesThinking Small:  Bringing the Power of Big Data to the Masses
Thinking Small: Bringing the Power of Big Data to the Masses
 
Customer Persona Template
Customer Persona TemplateCustomer Persona Template
Customer Persona Template
 
Editorial Calendar Template via Hootsuite
Editorial Calendar Template via HootsuiteEditorial Calendar Template via Hootsuite
Editorial Calendar Template via Hootsuite
 
Social Media Content Calendar Template via Hootsuite
Social Media Content Calendar Template via HootsuiteSocial Media Content Calendar Template via Hootsuite
Social Media Content Calendar Template via Hootsuite
 
Staying Safe On Social Media and Managing the Information Deluge
Staying Safe On Social Media and Managing the Information DelugeStaying Safe On Social Media and Managing the Information Deluge
Staying Safe On Social Media and Managing the Information Deluge
 
Personal Branding Playbook for LinkedIn
Personal Branding Playbook for LinkedInPersonal Branding Playbook for LinkedIn
Personal Branding Playbook for LinkedIn
 
CAN SPAM Act: A compliance guide for business
CAN SPAM Act: A compliance guide for businessCAN SPAM Act: A compliance guide for business
CAN SPAM Act: A compliance guide for business
 
Step by Step Guide and Checklist for Strategy for Creating a Winning Podcast ...
Step by Step Guide and Checklist for Strategy for Creating a Winning Podcast ...Step by Step Guide and Checklist for Strategy for Creating a Winning Podcast ...
Step by Step Guide and Checklist for Strategy for Creating a Winning Podcast ...
 
Hootsuite 5 step guide to social media security
Hootsuite 5 step guide to social media securityHootsuite 5 step guide to social media security
Hootsuite 5 step guide to social media security
 
SEOMoz The Beginners Guide To SEO
SEOMoz The Beginners Guide To SEOSEOMoz The Beginners Guide To SEO
SEOMoz The Beginners Guide To SEO
 
Identifcation Engagement and Measurement - Putting it all together for Word o...
Identifcation Engagement and Measurement - Putting it all together for Word o...Identifcation Engagement and Measurement - Putting it all together for Word o...
Identifcation Engagement and Measurement - Putting it all together for Word o...
 

Recently uploaded

Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial managementHazel Johnson
 
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"SocioCosmos
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...Riches General marchandise
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealSocioCosmos
 
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịUreka Media Vietnam CO., LTD
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.lindseyjanelladuran
 

Recently uploaded (6)

Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial management
 
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
 
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
 

Create Awesome Facebook Events Playbook via Facebook

  • 1. Facebook Events Playbook A Guide to Getting the Most Out of Facebook Events Spread the word, drive ticket sales and build a following.
  • 2. The Power of Facebook Events Facebook Events Playbook The Power of Facebook Events 2 Each month, 500 million people use Facebook events to connect and spend time together in the real world. Our goal is to help event organizers and promoters like you to reach, connect and engage with those people so they never miss the events they’d want to attend. This guide is designed to help you reach your community, sell tickets and build an engaged audience through Facebook. You’ll learn how to: • Create a Great Facebook Event: Tips for creating a high-quality event that grabs people’s attention and helps them discover your event. • Spread the Word with Facebook Event Tools: Leverage built-in tools to spread the word about your event and engage with your community. • Promote Your Events with Ads: A how-to guide for using our suite of ad solutions to create a successful campaign. Millennials spend 25% of their annual media content spend on live events (second only to TV) 41% of Facebook users in the US engage with public events each month 47M public events were created in 2015 35M people view a public event each day 500M people use Facebook Events each month
  • 3. Facebook Events Playbook Create a Great Facebook Event 3
  • 4. Most people find out about events through posts they see in News Feed. A great Facebook event provides people with information to discover your event through friends, News Feed and event recommendations. By following these tips, you’ll ensure that your event reaches more of the right audience. Create a Great Facebook Event Create a Great Facebook Event 4 60% of connections to public events happen on News Feed.
  • 5. Create a Great Facebook Event Facebook Events Playbook Contents 5 1. Cover Photo 2. Name 3. Location 4. Date and Time 5. C0-Hosts 6. Tickets 7. Description 8. Category 9. Save Event Drafts 10. Schedule Events for Publication 1 8 2 10 3 4 6 7 9 5
  • 6. Create a Great Facebook Event Facebook Events Playbook 1. Cover Photo 6 • Always add a photo. People use your photo to understand more about the event. • People will also see the photo in News Feed, notifications and more, so it’s important to choose a photo that looks good at any size. The photo should be 1920 x 1080 pixels (16:9 ratio) or larger. Using a photo with a smaller ratio may cause your photo to appear cut off or incomplete. • Include little or no text, so that it’s easy to understand. This is also helpful if you plan on creating an ad for the event, since ads with a lot of text often get rejected for Facebook advertising.
  • 7. Create a Great Facebook Event Facebook Events Playbook 2. Name 7 • Have a clear, short name that represents your event. Events with long names get cut off in News Feed (especially on mobile), so people may miss some important information. In general, events with long names get lower responses. • Avoid duplicating information in the name that’s already displayed in the event details such as location and time. • Avoid all caps and glyphs. These make the event harder to read and feel less official, which people tend to engage with less. • Avoid repeatedly changing the name of your event to make announcements. Once events get large, you can only change the name, time or location of the event three times. So only edit when absolutely necessary. 3. Location • Use a location that corresponds to a Facebook Page or a Facebook-suggested location so that people in the area can learn about your event. • If a Page can’t be created, use the full address. This way our system can link to directions for how to find the event and recommend it to people who live nearby. 4. Date and Time • Having events tied to their actual date and time lets people see what their friends are doing and helps them decide if they want to go. 5. Co-hosts • Your co-host will be able to edit the event just like you. • Add all relevant pages - like artists, promoters and venues – as co-hosts of the event. This can expand the reach of your event and lets others help keep the details up to date. Remember, you can only add a Page as a co-host if you are an existing admin of that Page. • If you aren’t a Page admin you can still add an event to your calendar. Use the Add to Page option. Learn more on Page 14.
  • 8. Create a Great Facebook Event Facebook Events Playbook 7. Description • Write a clear description of your event that’s well-formatted and easy to understand. • Start with a sentence that sums up your event, then add more details below. That way, even at a glance, people can get an instant idea of what your event is about. • You can use hashtags and mentions in the description, so people can participate in the buzz around the event and find out more by searching the artists or performers on Facebook. • Tell people why they should go, the line-up or schedule, when tickets will go on sale, how to find the venue and anything that helps people to plan. 8. Category • Make sure you have the most relevant category selected. This will be used to recommend your event to potential attendees and allow people to filter event results when browsing. 8 6. Ticket • If you’re selling tickets for your event, include a link to the ticket provider or website rather than including it in the description. This makes it easier for people to find. • By adding a ticket link in this field, you’ll enable additional features such as ads optimized to drive ticket sales.
  • 9. Create a Great Facebook Event Facebook Events Playbook 9 10. Schedule Events for Publication • On desktop, set a publication date and time so you can control when your event goes live. • Once you schedule a publication date and time, you will be able to make edits through the publishing settings that now appear on your event page. 9 9. Save Event Drafts • On desktop, create and save drafts of your event so you can finalize the details before publicly publishing your event. • Page admins will have access to your event drafts so you can collaborate with them on event details. • Event drafts will be saved in the event tab of your Page for publication.
  • 10. Facebook Events Playbook Spread the Word with Facebook Event Tools 10
  • 11. Spread the Word with Facebook Event Tools Facebook Events Playbook Spread the Word with Facebook Event Tools 11 You can use the tools in Facebook Events to help even more people discover and connect with your events. Here’s how... 1. Show off events on your Page • Move the Event tab up: On desktop, make sure your events tab is one of the first tabs on your Page’s Timeline. This makes it easy for people to find your calendar and see a full list of your events. You can change the order using the Manage Tabs option in the More dropdown menu. If the Event tab is not visible at all, you’ll need to create an upcoming event in order to manage and reorder the tab. • Make upcoming events more prominent: Highlight upcoming events on your Page’s Timeline by reordering the left-hand-column sections on desktop so that Events is at the top. The ordering can be managed by clicking the pencil icon that appears when hovering over any of the units.
  • 12. Spread the Word with Facebook Event Tools Facebook Events Playbook 2. Get the word out by sharing your event 12 Capture people’s attention on Facebook and share your event to News Feed… • Share on your Page’s Timeline: Leading up to the event, share your event regularly to help build buzz, post the latest updates and keep the conversation going with your audience. • Share on relevant Pages: Take advantage of the combined followers of all the hosts and people involved in the event (venues, promoters, artists, etc) by getting everyone to share the event to their Page. 3. Invite people you know would be interested • The maximum number of people that any one person can invite is limited to 500 per event. Keep in mind that events with large invite lists often get reported as spam. People respond to event invites when they’re tailored to their interests. To get a better response rate, you should only send invites to people you know will be interested in the event.
  • 13. Spread the Word with Facebook Event Tools 4. Share your event calendar 13 • Similar to email lists, people can stay up to date on your events by subscribing to your event calendar. They will automatically be notified as soon as you create or add a new event near them. So make sure to add a location to your event. • You can promote the link to your event calendar (this is usually www.facebook.com/ [YourPage]/events). There are a few ways you can do this: »» Publish a post with a link to your event calendar to let your audience know about upcoming events. This will automatically include a preview of your latest events. To reach even more people, consider boosting the post with an ad. »» Send the link out through existing channels such as mailing lists and fan clubs. Subscribe Notifications
  • 14. Spread the Word with Facebook Event Tools Facebook Events Playbook 5. Cross-promote by using Add to Page 14 • We know there are often many people involved in organizing and promoting an event, from the venue, to the performer, to the promoter. Rather than creating duplicate Facebook events for the same event, you can add any event to your Page’s calendar, even if you aren’t hosting it, and promote it to your audience. • Likewise, others can add your event to their Page’s event calendar. Ask other promoters or organizers to add your event to their Page so their audience can also discover your event. 1 2
  • 15. 6. Promote off Facebook using a Social Plugin Add a Page plugin to your website so that people can discover and interact with events from your Page on your own website. Any changes you make to the event on your Facebook Page are automatically updated on your website. With this plugin, people can: • Like your Page • See upcoming events in their area • Mark themselves as Interested or Going to events (if they’re logged into Facebook) • Subscribe to your event calendar • See if their friends are going to the same event Spread the Word with Facebook Event Tools Facebook Events Playbook 7. Promote with a QR code 15 • Create a unique QR code for your event to use in promotional materials like printed flyers, posters, email announcements and more. • This QR code will direct users to your Facebook event so they can easily share it with their friends and mark themselves as Interested or Going. 2 1 Find out more: https://developers.facebook.com/docs/plugins/page-plugin
  • 16. Spread the Word with Facebook Event Tools Facebook Events Playbook 8. Engage attendees by posting to your event 16 Sharing pictures, stories or updates on your event page can help keep it top of mind and relevant in News Feed. • Before your event: Post interesting content to the event to build buzz, get people excited and communicate important updates about your event. • During the event: Give updates and encourage late-goers to attend. • After the event: Help attendees share highlights by posting photos or messages thanking people for attending and letting them know about your next event. We do our best to remove spam and malicious posts from your events, but remember to regularly check new posts and remove any bad ones to ensure a better experience for attendees.
  • 17. Facebook Events Playbook Promoting Your Event with Ads 17 Learn how you can leverage the suite of ad solutions to create successful campaigns.
  • 18. Promoting Your Event with Ads Facebook Events Playbook 1. Generate awareness by driving event responses 18 • Get more people to see and connect to your event by creating an ad to raise attendance. • By default, these ads will use your Facebook event as the creative and optimize for event connections (people who respond Interested or Going). You can also choose to optimize for daily unique reach, impressions or clicks through Facebook advertising. • Create these ads by clicking Promote Event or Boost Event on the event page on desktop. You can also create this ad on mobile by selecting Boost Event.
  • 19. Promoting Your Event with Ads Facebook Events Playbook 2.IncreaseticketsaleswiththeTicketscalltoaction 19 • Sell more tickets by creating an ad to “send people to your website”. The Tickets call to action will only appear for upcoming events that have a ticket URL. • By default, these ads will use your Facebook event as the creative with a Tickets (mobile) or Buy Tickets (web) call to action and optimize for clicks to the ticket website. • Create this ad from the event page by selecting “Promote Ticket Sales” option.
  • 20. Promoting Your Event with Ads Facebook Events Playbook 3. Get better results with improved targeting 20 When choosing the audience for your ad, reach people with a specific kind of connection to your event: • People who responded Interested or Going to your event • Friends of people who have responded Interested or Going to your event • Exclude people who already responded to your event • People who have viewed any event of your Page • People who have responded to any event of your Page
  • 21. Facebook Events Playbook For more info please visit: events.fb.com/public-events