On Thursday, April 30th, the day of the event, I distributed a short 3-question anonymous survey. The survey was geared towards finding out if our promotional efforts (mainly, our social media efforts) were successful in attracting attendees to the event. The survey was also meant to reveal attendees’ true motivation for coming to the event.
Out of the 116 survey participants, about 53% say that they found out about Party at the Puddle via social media while about 41% found out via friend. These findings confirm my initial belief that social media is RUPA’s primary means of promotion with word-of-mouth trailing closely behind. It goes to show what a digital world we live in today when over half of the survey attendees (61 to be exact) heard about the event through the Internet/social media.
The next question on the survey is meant to reveal attendees’ preferences in order to best improve future promotional plans. By far, social media seems to be how people mainly want to find out about future events. Survey results show that people dominantly rely on social media to find out about brands’ events. Mirroring results from the first question of the survey, the next preferred method of finding out about events is also through a “friend.” From both of these questions, we can assume that having some sort of network, both online and in-person, is imperative in finding out about various events.
To investigate even deeper into what social media accounts are most helpful to users when finding out about events, I broke the data down from question #1 even further. According to survey results, Facebook seems to be users’ most helpful social media network when trying to find out about events. While Twitter may convey the same information as Facebook, Twitter event promo is usually set up to promote the event, but ultimately leads to another page (i.e., a Facebook event page) via attached link. It is worth noting that a very select amount of people (4 to be exact) found out about the event through Snapchat, meaning that they presumably saw the live snaps of the events and decided it looked fun and worthwhile enough to attend. This provides further proof that Snapchat is useful to a brand, especially when it comes to events.
Finally, the last question I was curious about was what actually made attendees come out to the event; was it the live music? The free food? The carnival games? Friends? I wanted to know what motivated people most to attend the event. Survey results show that a slight majority of the 161 survey-takers came to the event for the free food (broke college students, am I right?!). The second reason people attended the event was for the live music, according to the results. Following closely behind “live music” was “friends.”
These results are interesting, although not that surprising. The results do not really provide me with any new knowledge, but instead, reaffirms my beliefs that social media can affect event discovery, attendance, and experience. If anything, this collection of data solidifies the importance of social media promotion in today’s digital world.
Limitations. In distributing the survey, only a small portion of attendees was able to get surveyed. Out of about 2,000-3,000 attendees (give or take), only 116 attendees were able to be surveyed. This study also draws data from a limited audience- college students. It would be difficult/almost impossible to apply these findings to a global audience. If a music festival were to conduct a similar study, it would be interesting to see the difference between a college audience and a global audience. Lastly, the survey questions focused mainly on social media preferences and habits, however, I would have liked to include a question or two about whether or not social media enhances user experience during an event. Nonetheless, the data collected is still valid data that can be used to improve future promotional plans.