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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
  • Transcript

    • 1. Creating a Community: #NASATweetups National Aeronautics and Space Administration Stephanie Schierholz, Office of Communications http://www.nasa.gov/tweetup
    • 2.
      • Stephanie L. Schierholz
      • Social Media Manager, NASA Headquarters
      • @NASA @NASATweetup @schierholz
      National Aeronautics and Space Administration http://www.nasa.gov/ connect
    • 3. First Tweets from Space National Aeronautics and Space Administration Tweeting from space now: @AstroCoastie @Astro_Pettit @Astro_Andre
    • 4. NASA Social Media Today National Aeronautics and Space Administration http://www.nasa.gov/ connect
    • 5. 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
    • 6. 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
    • 7. Successful Tweetups are special and memorable
      • Provide unique or exclusive:
      • Information
      • Speakers
      • Access
      • Setting
      National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
    • 8. 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
    • 9.
      • 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
    • 10. 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
    • 11. 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
    • 12. 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
    • 13. 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
    • 14. 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
    • 15. 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
    • 16. 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
    • 17. 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
    • 18. 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
    • 19. 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
    • 20. 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
    • 21. 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
    • 22. 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
    • 23. 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
    • 24. Badges of Tweetup Success
      • Create name badges
      • Banners and backdrops
      • Tweetup programs
      • Swag bags
      National Aeronautics and Space Administration http://www.nasa.gov/ tweetup
    • 25. 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
    • 26. Beyond Numbers: Moving people from… National Aeronautics and Space Administration http://www.nasa.gov/ connect
    • 27. Foster the community National Aeronautics and Space Administration http://www.nasa.gov/ connect
    • 28. But don’t own the community National Aeronautics and Space Administration
    • 29.
      • “ 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
    • 30. SignOffPage Your Title Here http://www.nasa.gov/ connect