How to host a tweetup: Lessons from #NASATweetup

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

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

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?

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?

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

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

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?

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

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

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?

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

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

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

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?

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

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

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

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How to host a tweetup: Lessons from #NASATweetup

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