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How to host a tweetup: Lessons from #NASATweetup
 

How to host a tweetup: Lessons from #NASATweetup

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Presentation at What's Next DC on Jan. 23, 2012, from NASA's Social Media Manager Stephanie L. Schierholz about how to plan and run a tweetup based on lessons learned from NASA's 31 #NASATweetup ...

Presentation at What's Next DC on Jan. 23, 2012, from NASA's Social Media Manager Stephanie L. Schierholz about how to plan and run a tweetup based on lessons learned from NASA's 31 #NASATweetup events.

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  • http://twitter.com/Astro_Wheels/status/28413369438
  • Find and connect with your fan base and bring them into a community Where to find NASA’s social media accounts. Who is tweeting? Everyone! Centers, Leadership, Programs, Spacecraft, Astronauts, Education Programs More than 200 social media accounts across the agency
  • Important thing to remember is it is TWO=way which is different from most of our media tools, such as news releases.
  • NASA Presentation Sign-Off Page

How to host a tweetup: Lessons from #NASATweetup How to host a tweetup: Lessons from #NASATweetup Presentation Transcript

  • Creating a Community: #NASATweetups National Aeronautics and Space Administration Stephanie Schierholz, Office of Communications http://www.nasa.gov/tweetup
    • Stephanie L. Schierholz
    • Social Media Manager, NASA Headquarters
    • @NASA @NASATweetup @schierholz
    National Aeronautics and Space Administration http://www.nasa.gov/ connect
  • First Tweets from Space National Aeronautics and Space Administration Tweeting from space now: @AstroCoastie @Astro_Pettit @Astro_Andre
  • NASA Social Media Today National Aeronautics and Space Administration http://www.nasa.gov/ connect
  • What is a #NASATweetup?
    • An in-person gathering of @NASA followers.
    • Range from two hours to two days in length.
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • How does a Tweetup Help NASA?
    • Spread the word as widely as possible by going directly to the public to tell our own story
    • More “traditional” news coverage…
    • … in more places
    • Diversity of audiences
    • Building a community of advocates
    • Worldwide in person AND virtual participation
    • ENGAGEMENT
    National Aeronautics and Space Administration http://www.nasa.gov/ connect
  • Successful Tweetups are special and memorable
    • Provide unique or exclusive:
    • Information
    • Speakers
    • Access
    • Setting
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Tweetup Planning
    • 12 weeks before: begin planning meetings to identify a date and time, theme, venue, etc.
    • 10 weeks before: Draft news release, web page, agenda; review logistics requirements
    • 9 weeks before: Announce tweetup
    • 8 weeks before: Open registration
    • 7 weeks before: 1st round selection notifications
    • 5 weeks/30 days before: Finalize list of non-US citizen participants
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
    • Number of participants (buzz, exclusivity, opportunity to build community)
    • Type of event
    • Length of event
    • Location of event
    • Who is going to speak?
    • Can you provide a tour of some sort?
    • Will you invite non-U.S. citizens? Minors?
    What Will Your Tweetup Look Like? National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Successful Tweetups Rock Logistics
    • How many people will the room accommodate?
    • Tables and chairs
    • Power
    • WiFi
    • Audio
    • Refreshments?
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Making a Tweetup Agenda
    • Senior level manager
    • Social media team representative
    • Subject matter expert(s)
    • Participant introductions
    • Breaks and time to share
    • Can you provide a tour or go behind the scenes?
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Tweetup Participants
    • Requirements (following your account, level of activity, age, citizenship?)
    • Will you allow a guest? If so, is there an age requirement for the guest? Must guests have a Twitter account? Be sure to include guests in your final count
    • Guest pros and cons
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Announcing the Tweetup
    • Give time for the buzz to build - announce ahead of when registration will open (1 week)
    • News release/media advisory + Twitter
    • Have an online FAQ page with more info
    • Post to all your social channels regularly to remind people registration is coming
    • Reach out to key influencers to ensure they see the announcement
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Tweetup FAQ page
    • When is registration and what is required?
    • Who can register?
    • When is the event?
    • What is the event?
    • What does registration include/not include?
    • When will registrants be notified?
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Tweetup Registration
    • Online registration
    • OMB-approved form: first and last name, Twitter handle, email and citizenship
    • Optional fields: age, city, state, accounts followed
    • Confirmation the registration went through (recommend email vs web page)
    • Keep registration open for a set period of time instead of first come, first serve (monitor Twitter!)
    • Check boxes to ensure they agree to certain things
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Tweetup Registration Form
    • *First Name: City:
    • *Last Name: State:
    • *Twitter Account: Age:
    • * Your Email Address:
    • *Citizenship:
    • Favorite NASA twitter accounts (ex. @NASA, etc.):
    • Do you need any special accommodations?
    • I acknowledge registration is for one person only, is non-transferrable, and that NASA cannot accommodate guests.
    • I confirm I am 18 years old or older.
    • * Denotes mandatory field
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Tweetup Participant Selection
    • Random or not?
    • Proprietary selection process
    • Did you stipulate any requirements? Ensure they meet the requirement. Remove those who do not.
    • Will you allow prior participants to re-apply for future events?
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Tweetup Participant Notifications
    • Everyone who registered should be notified: selected, not selected, on the waiting list
    • We require those selected to reply to confirm their intent to participate; after confirmation, they receive a second email with additional information and instructions
    • Our waiting list is about the same number as those selected
    • Sometimes we have a standby list of people who have cleared security and can fill a spot with little notice
    • Create a Twitter list of participants
    • Send the agenda and details about one week in advance
    • Create a list serve for easy communication
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Enable the Conversation
    • Designate a hashtag like #NASATweetup
    • Do you want the same hashtag for future events, or a separate one for each event?
    • Plan to capture all the hashtag traffic? Set it up in advance
    • Q&A
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Introduce Tweetup Participants
    • Let them write their own intros to tweet
    • Online interaction (e.g. Facebook groups)
    • When you get on site, in person introductions
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • On-Site Tweetup Tips
    • Create a staffing schedule and contact information for the team
    • Our most intense time is registration and check in and getting everyone online
    • Be prepared to troubleshoot
    • Build in free time in the agenda
    National Aeronautics and Space Administration http://www.nasa.gov/ tweeetup
  • Remote Participation
    • Encourage use of the hashtag; can you create a discussion landing page?
    • Can you broadcast the event or a portion of it? If not, can you record it to post later?
    • If you Ustream, do you take questions from Ustream?
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Tweetup Coverage
    • Media release announcement and a news release about those selected and what they will get to experience (encourage participants to pitch their local press)
    • Engage with key influencers on related social media platforms
    • Video, webstream, photos
    • Real time posting to social media
    National Aeronautics and Space Administration http://www.nasa.gov/ tweeetup
  • Badges of Tweetup Success
    • Create name badges
    • Banners and backdrops
    • Tweetup programs
    • Swag bags
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Measuring Tweetup Success
    • What was your goal? Did you reach it?
    • Number and reach of tweets
    • Stories in “traditional” press
    • Did the opinions of your attendees change?
    • Is there an action participants can take?
    • How do you continue the conversation?
    • Get feedback to improve next time; experiment with what works
    National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
  • Beyond Numbers: Moving people from… National Aeronautics and Space Administration http://www.nasa.gov/ connect
  • Foster the community National Aeronautics and Space Administration http://www.nasa.gov/ connect
  • But don’t own the community National Aeronautics and Space Administration
    • “ You may not have a spaceship, but your company has a fan base . They won't think of themselves as fans until they're in a room with like-minded people . They won't think of themselves as members of a community until YOU bring them together .”
    • David Rosen, @davidhrosen
      • (Director, Burson-Marsteller)
    National Aeronautics and Space Administration
  • SignOffPage Your Title Here http://www.nasa.gov/ connect