August 10, 2016
In part 2 of our interview with Aria Alagha we take a look at some useful tips on creating engaging content and what not to do when engaging with attendees on customer service queries.
What type of content have you found is the most engaging and helps to sell the most tickets?
I’ve found that still imagery has been really successful this year. It obviously depends on the quality of the photographs used but if you’ve got a high-quality gallery of images from your past events then these are a great way to engage your audience and also push tickets.
Creating video is also important, particularly the after movies which help to recreate the nostalgic feeling of being at the festival. These are great for engagement with your audience but in terms of selling tickets via social, I would test various images on different demographics and find what works best for each group and really push out beautiful imagery with your sales messages.
What are some common mistakes that you’d advise anyone operating a social account to avoid?
A tricky transition for anyone monitoring a social account is when you’re on site at a festival. You tend to go from a content/promotions person in the lead up, to a customer support person on site. You’re always going to come across unhappy people who complain via social media and the worst possible thing to do is get hostile with your audience and engage in petty discussions. Remember, everyone can see what’s going on! Ask for an email address or phone number and take these discussions offline so you can engage one on one to solve the problem in a professional, private manner.
I have a bit of a theory that if your content/service is good and you’re not at fault, the community will come and support you. Trust in the community you have built.
Speaking of being on site, how do you stay on top of incoming messages/tweets at festivals?
Tweetdeck is great for twitter. I can have several columns running simultaneously and it’s very good for dragging different comments/posts into collections so I can show the promoter post-event (such as bad comments/good comments from customers).
With Facebook you just need to go directly through the platform and stay on top of incoming messages. There are plenty of platforms out there which can pull in all your social accounts but these can be expensive so depending on your budget, sometimes it’s more efficient to hire an intern to keep on top of the influx.
Do you have any last nuggets of wisdom that our readers might find useful? Any hot tips?
One thing that not many people know about is that Facebook has changed the rule about only allowing 20% text on an image used for an ad. You have to dig a little to find the work-around but it’s now possible to add more text to an image which is great news.
* We found this article which explains the rule change and you might find useful.
About Aria Alagha
Aria has always had a passion for music and helping artists connect with each other through the internet. After studying Ethnomusicology (the study of non-Western music), he landed a job at a youth marketing agency who were working with various music clients. This was at a time when labels didn’t really understand social media and Facebook was just opening up its advertising channels. Aria paved his way in becoming the go-to social media expert and is today an expert in selling tickets via social to some of the most successful festivals in the UK including Lovebox, Wilderness, and The Great Escape.