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How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
How to Host a Tweetup
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How to Host a Tweetup

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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. National Aeronautics and Space Administration Creating a Community: #NASATweetups http://www.nasa.gov/tweetup Stephanie Schierholz, Office of Communications 1
    • 2. National Aeronautics and Space Administration Stephanie L. Schierholz Social Media Manager, NASA Headquarters @NASA @NASATweetup @schierholz http://www.nasa.gov/connect 2
    • 3. National Aeronautics and Space Administration First Tweets from Space Tweeting from space now: @AstroCoastie @Astro_Pettit @Astro_Andre 3
    • 4. National Aeronautics and Space Administration NASA Social Media Today http://www.nasa.gov/connect 4
    • 5. National Aeronautics and Space Administration What is a #NASATweetup? An in-person gathering of @NASA followers. Range from two hours to two days in length. http://www.nasa.gov/tweetup 5
    • 6. National Aeronautics and Space Administration 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 http://www.nasa.gov/connect 6
    • 7. National Aeronautics and Space Administration Successful Tweetups are special and memorable Provide unique or exclusive:  Information  Speakers  Access  Setting http://www.nasa.gov/tweetup 7
    • 8. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 8
    • 9. National Aeronautics and Space Administration What Will Your Tweetup Look Like? • 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? http://www.nasa.gov/tweetup 9
    • 10. National Aeronautics and Space Administration Successful Tweetups Rock Logistics • How many people will the room accommodate? • Tables and chairs • Power • WiFi • Audio • Refreshments? http://www.nasa.gov/tweetup 10
    • 11. National Aeronautics and Space Administration 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? http://www.nasa.gov/tweetup 11
    • 12. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 12
    • 13. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 13
    • 14. National Aeronautics and Space Administration 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? http://www.nasa.gov/tweetup 14
    • 15. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 15
    • 16. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 16
    • 17. National Aeronautics and Space Administration 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? http://www.nasa.gov/tweetup 17
    • 18. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 18
    • 19. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 19
    • 20. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 20
    • 21. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweeetup 21
    • 22. National Aeronautics and Space Administration 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? http://www.nasa.gov/tweetup 22
    • 23. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweeetup 23
    • 24. National Aeronautics and Space Administration Badges of Tweetup Success • Create name badges • Banners and backdrops • Tweetup programs • Swag bags http://www.nasa.gov/tweetup 24
    • 25. National Aeronautics and Space Administration 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 http://www.nasa.gov/tweetup 25
    • 26. National Aeronautics and Space Administration Beyond Numbers: Moving people from… ADVOCATES, Fans, EVANGELISTS, Followers, CREATORS, Consumers COLLABORATORS http://www.nasa.gov/connect 26
    • 27. National Aeronautics and Space Administration Foster the community 27 http://www.nasa.gov/connect
    • 28. National Aeronautics and Space Administration But don’t own the community 28
    • 29. National Aeronautics and Space Administration “You may not have a spaceship, but your company has a fan base. They wont think of themselves as fans until theyre in a room with like-minded people. They wont think of themselves as members of a community until YOU bring them together.” - David Rosen, @davidhrosen (Director, Burson-Marsteller) 29
    • 30. http://www.nasa.gov/connectYour Title Here 30

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