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ì
	
  
Using	
  Twitter	
  Town	
  Halls	
  as	
  a	
  Tool	
  to	
  Reach	
  and	
  Engage	
  Key	
  Populations	
  
	
 ...
Agenda	
  
ì Introduc8ons:	
  Who’s	
  in	
  the	
  room?	
  
ì What	
  is	
  TwiLer	
  and	
  why	
  use	
  it?	
  
ì ...
Introductions	
  
ì Who	
  are	
  you	
  in	
  140	
  
characters	
  or	
  less?	
  
ì What’s	
  one	
  thing	
  you	
  ...
ìLet’s	
  get	
  started	
  with	
  the	
  basics!	
  
What’s	
  Twitter?	
  
ì Online	
  social	
  networking	
  service	
  that	
  enables	
  users	
  to	
  send	
  and	
  
r...
Why	
  Twitter	
  for	
  Health	
  Promotion?	
  
ì Top	
  10	
  most	
  popular	
  website	
  worldwide	
  	
  
ì Acces...
What’s	
  a	
  Twitter	
  Town	
  Hall?	
  
ì Online	
  event	
  where	
  a	
  
group	
  of	
  people	
  all	
  tweet	
  ...
Planning	
  a	
  Twitter	
  Event	
  
Start	
  with	
  a	
  Plan	
  
What	
  do	
  you	
  want	
  to	
  achieve	
  and	
  	
  
how	
  will	
  you	
  measure	
  ...
Case	
  Study	
  
ì NASTAD	
  TwiLer	
  Town	
  Hall	
  on	
  HIV-­‐related	
  S8gma	
  and	
  Gender	
  
Performance	
  ...
Case	
  Study	
  
ì  2012	
  Young	
  Black	
  Gay	
  Men’s	
  Leadership	
  Ini8a8ve	
  (YBGLI)	
  Town	
  Hall	
  
on	
...
ìKnow	
  Your	
  Audience	
  
Who	
  do	
  you	
  want	
  to	
  reach	
  and	
  what	
  do	
  you	
  want	
  them	
  to	
...
ì
	
  
	
  
Engage	
  Participants	
  
Case	
  Study	
  
ì  PrEP	
  TwiLer	
  Aler	
  Dark	
  Discussion	
  with	
  the	
  hashtag	
  #SexPrEPLove	
  
ì  Goals...
Key	
  Questions	
  to	
  Ask	
  
ì  What’s	
  your	
  budget?	
  
ì  How	
  much	
  people	
  power	
  and	
  experienc...
Advantages	
  of	
  Online	
  Only	
  Events	
  
ì Ability	
  to	
  host	
  small-­‐scale	
  event	
  
ì Engage	
  with	...
Disadvantages	
  of	
  Online	
  Only	
  Event	
  
ì Limits	
  audience	
  par8cipa8on	
  to	
  text	
  only	
  
ì Canno...
Advantages	
  of	
  Live	
  Event	
  +	
  Online	
  Participation	
  	
  
ì  Audience	
  is	
  both	
  virtual	
  and	
  ...
Disadvantages	
  of	
  Live	
  Event	
  +	
  Online	
  Participation	
  
ì Must	
  have	
  a	
  dedicated	
  moderator	
 ...
Things	
  to	
  Consider	
  
ì  Who	
  will	
  moderate	
  your	
  
event?	
  
ì  How	
  will	
  you	
  manage	
  Q&A?	
...
Equipment	
  You	
  May	
  Need	
  
ì  Computer	
  or	
  mobile	
  device	
  
ì  Internet	
  access	
  
ì  Video	
  str...
Tools	
  
ì  TwiLerfall	
  
ì  Tweetdeck	
  
ì  Hootsuite	
  
ì  Storehouse	
  	
  
ì  Storify	
  	
  
ì  TwiLerCoun...
Promoting	
  Your	
  Event	
  	
  
ì  Suggested	
  to	
  promote	
  event	
  at	
  least	
  2-­‐3	
  weeks	
  in	
  advan...
Promotion	
  Examples	
  
The	
  Big	
  Event	
  
ì  Research,	
  research,	
  research!	
  
ì  No	
  subs8tute	
  for	
  planning	
  
ì  Have	
 ...
ìNot	
  so	
  fast!	
  It’s	
  not	
  over	
  yet!	
  
POST	
  EVENT	
  
Post	
  Event	
  
Monitoring/Evalua;on/Reports	
  
ì  Hootsuite	
  keyword	
  tabs	
  for	
  men8ons	
  
ì  bit.ly	
  or...
Post	
  Event	
  
Follow-­‐up	
  
ì Compile	
  all	
  ques8ons	
  raised	
  by	
  par8cipants	
  	
  
ì Answer	
  unansw...
Post	
  Event	
  
Lessons/Learned	
  and	
  Best	
  Prac;ces	
  
ì Compile	
  and	
  share	
  lessons	
  learned/best	
  ...
Exercise:	
  Planning	
  Your	
  Event	
  
1.  Who	
  is	
  your	
  audience?	
  
2.  What	
  are	
  your	
  goals	
  and	...
Q&A	
  
Resources	
  
ì  hLps://www.aids.gov/using-­‐new-­‐media/	
  
ì  hLp://www.pewinternet.org	
  
Contact	
  Us	
  
Anthony	
  Roberts	
  Jr.,	
  MS	
  @arobjr	
  
anthony@arobertsjr.com	
  	
  
Digital	
  Marke8ng	
  Di...
Anthony Roberts Jr. & Meico Whitlock - Using Twitter Town Halls as a Tool to Reach and Engage Key Populations
Anthony Roberts Jr. & Meico Whitlock - Using Twitter Town Halls as a Tool to Reach and Engage Key Populations
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Anthony Roberts Jr. & Meico Whitlock - Using Twitter Town Halls as a Tool to Reach and Engage Key Populations

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Presented by Anthony Roberts Jr., MS, & Meico Whitlock, MS, on March 12, 2015 at the fifth Center for Health Literacy Conference: Plain Talk in Complex Times.

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Anthony Roberts Jr. & Meico Whitlock - Using Twitter Town Halls as a Tool to Reach and Engage Key Populations

  1. 1. ì   Using  Twitter  Town  Halls  as  a  Tool  to  Reach  and  Engage  Key  Populations    Anthony  Roberts  Jr.,  MS  @arobjr   anthony@arobertsjr.com     Digital  Marke8ng  Director   ARJR,  LLC       Meico  Whitlock,  @MeicoWhitlock   mwhitlock@NASTAD.org     Senior  Manager,  Communica8ons   Na8onal  Alliance  of  State  and  Territorial  AIDS  Directors  (NASTAD),  @NASTAD    
  2. 2. Agenda   ì Introduc8ons:  Who’s  in  the  room?   ì What  is  TwiLer  and  why  use  it?   ì What  is  a  TwiLer  town  hall?   ì Planning  and  execu8on   ì Making  your  own  plan   ì Q&A  
  3. 3. Introductions   ì Who  are  you  in  140   characters  or  less?   ì What’s  one  thing  you   want  to  learn  today?  
  4. 4. ìLet’s  get  started  with  the  basics!  
  5. 5. What’s  Twitter?   ì Online  social  networking  service  that  enables  users  to  send  and   read  short  140-­‐character  messages  called  "tweets"     ì Allows  users  to  share  ideas  and  informa8on  instantly  and   engage  in  real-­‐8me  conversa8ons   ì Registered  users  can  read  and  post  tweets,  but  unregistered   users  can  only  read  them  
  6. 6. Why  Twitter  for  Health  Promotion?   ì Top  10  most  popular  website  worldwide     ì Accessible  any8me,  anywhere  on  any  Internet-­‐enabled  device   ì Popular  among  key  popula8ons   ì  27%  of  TwiLer  users  are  Black   ì  25%  are  La8no   ì  37%  are  between  the  ages  18-­‐29  
  7. 7. What’s  a  Twitter  Town  Hall?   ì Online  event  where  a   group  of  people  all  tweet   about  the  same  topic   using  a  specific  tag  (#)   called  a  hashtag  that   allows  it  to  be  followed  on   TwiLer       ì The  town  halls  are  at  a   specific  8me  and  usually   have  a  theme  and  a   moderator   ì Also  known  as  TwiLer   chats  or  conversa8ons  or   Tweetups  
  8. 8. Planning  a  Twitter  Event  
  9. 9. Start  with  a  Plan   What  do  you  want  to  achieve  and     how  will  you  measure  success?      
  10. 10. Case  Study   ì NASTAD  TwiLer  Town  Hall  on  HIV-­‐related  S8gma  and  Gender   Performance   ì  Goal:  Engage  young  Black  gay  men  18-­‐29  in  the  U.S.  in  a   conversa8on  about  gender  iden8ty  and  performance  and  s8gma   ì  Objec;ve:     ì  Engage  S8gma  Summit  par8cipants  (in-­‐person  and  virtual)  via   TwiLer  and  video  livestream    
  11. 11. Case  Study   ì  2012  Young  Black  Gay  Men’s  Leadership  Ini8a8ve  (YBGLI)  Town  Hall   on  Connec8ng  Community  to  End  the  HIV/AIDS  Epidemic   ì  Goal:  To  increase  dialogue  among  YBMSM  represen8ng  diverse   backgrounds  and  varied  experiences  and  to  educate  and  increase   awareness  of  health  policy  issues  affec8ng  YBMSM   ì  Objec;ves:   ì  To  develop  best  prac8ces  and  new  strategies  for  reaching  YBMSM   ì  To  mobilize  Black  gay  men  to  prevent  new  infec8ons  and  end  the   epidemic  
  12. 12. ìKnow  Your  Audience   Who  do  you  want  to  reach  and  what  do  you  want  them  to  do?  
  13. 13. ì     Engage  Participants  
  14. 14. Case  Study   ì  PrEP  TwiLer  Aler  Dark  Discussion  with  the  hashtag  #SexPrEPLove   ì  Goals:  To  inform  and  educate  YBMSM  on  PrEP  what  it  is  and  to   encourage  a  dialogue  around  its  use     ì  Objec;ves:   ì  Held  at  night  8me  to  engage  individuals  in8mately,  and  when  they’re   most  likely  to  actually  be  on  TwiLer   ì  Increase  knowledge  and  awareness  of  PrEP  with  the  assistance  of   community  partners  and  organiza8ons      
  15. 15. Key  Questions  to  Ask   ì  What’s  your  budget?   ì  How  much  people  power  and  experience  do  you  have?   ì  Who  are  your  partners?   ì  What  type  of  event  is  it?     ì  Online  only?   ì  Online  with  a  live  audience?  
  16. 16. Advantages  of  Online  Only  Events   ì Ability  to  host  small-­‐scale  event   ì Engage  with  audience  members  worldwide   ì Low  overhead  cost   ì Modera8on  can  be  conducted  via  TwiLer,  Hootsuite  or  similar   plamorm    
  17. 17. Disadvantages  of  Online  Only  Event   ì Limits  audience  par8cipa8on  to  text  only   ì Cannot  control  audience  par8cipa8on   ì Number  of  audience  members  aLending  is  unknown  unless   there’s  registra8on   ì Par8cipa8on  is  limited  to  those  who  know  of  the  event  except   when  using  a  popular  hashtag  
  18. 18. Advantages  of  Live  Event  +  Online  Participation     ì  Audience  is  both  virtual  and  physical   ì  Ability  to  gauge  audience  par8cipa8on  and  frame  ques8ons  to   enhance  discussion   ì  Audience  can  directly  interact  with  each  other  (online  and  offline)   ì  Audience  can  fuel  par8cipa8on/awareness  for  event  by  par8cipa8ng   online/offline    
  19. 19. Disadvantages  of  Live  Event  +  Online  Participation   ì Must  have  a  dedicated  moderator  to  work  room/online  ac8vity     ì Technology  failures   ì Set-­‐up/take  down  
  20. 20. Things  to  Consider   ì  Who  will  moderate  your   event?   ì  How  will  you  manage  Q&A?   ì  Who  will  promote  the  event?   ì  Who  who  will  manage  the   technical  equipment?  
  21. 21. Equipment  You  May  Need   ì  Computer  or  mobile  device   ì  Internet  access   ì  Video  streaming  solware   ì  Video  camera   ì  Audio  equipments  (e.g.  speakers,  microphones,  etc.)     ì  Someone  who  knows  how  to  use  the  equipment!  
  22. 22. Tools   ì  TwiLerfall   ì  Tweetdeck   ì  Hootsuite   ì  Storehouse     ì  Storify     ì  TwiLerCount   ì  Tweetreach  
  23. 23. Promoting  Your  Event     ì  Suggested  to  promote  event  at  least  2-­‐3  weeks  in  advance   ì  Central  loca8on  on  blog  or  website  with  event  informa8on   ì  Crea8on  of  a  flyer  to  circulate  online  and  share     ì  Use  of  a  popular  and  dedicated  hashtag  used  by  all  to  follow  conversa8ons   via  TwiLer   ì  Providing  panelists,  organizers  and  moderators  with  sample  to  help  cross-­‐ promote  
  24. 24. Promotion  Examples  
  25. 25. The  Big  Event   ì  Research,  research,  research!   ì  No  subs8tute  for  planning   ì  Have  con8ngency,  right  equipment  and  back-­‐up  plans   ì  Do  a  run  through   ì  Who’s  doing  what,  when,  where,  why,  and  how?   ì  Have  minute-­‐by-­‐minute  script   ì  Predict  ques8ons/prescript,  if  appropriate  
  26. 26. ìNot  so  fast!  It’s  not  over  yet!   POST  EVENT  
  27. 27. Post  Event   Monitoring/Evalua;on/Reports   ì  Hootsuite  keyword  tabs  for  men8ons   ì  bit.ly  or  similar  plamorm  to  measure  reach  of  links  shared   ì  Survey  aLendees  to  gauge  sen8ment  about  event  and  feedback  for   improvement    
  28. 28. Post  Event   Follow-­‐up   ì Compile  all  ques8ons  raised  by  par8cipants     ì Answer  unanswered  ques8ons  received  during  event  via  email      
  29. 29. Post  Event   Lessons/Learned  and  Best  Prac;ces   ì Compile  and  share  lessons  learned/best  prac8ces  from  all  who   organized  event   ì What  went  well?  What  could  have  been  improved?   ì Host  mee8ng  dedicated  to  discussing  analy8cs  and  feedback   from  aLendees/panelists/organizers    
  30. 30. Exercise:  Planning  Your  Event   1.  Who  is  your  audience?   2.  What  are  your  goals  and  objec8ves?   3.  Which  event  type  will  you  have?     4.  What  is  the  topic  of  the  conversa8on?   5.  When  will  the  event  be  held?   6.  How  will  you  plan  and  execute  the  event?  What  resources  and  people  will  you  need?   7.  How  will  you  measure  success?  
  31. 31. Q&A  
  32. 32. Resources   ì  hLps://www.aids.gov/using-­‐new-­‐media/   ì  hLp://www.pewinternet.org  
  33. 33. Contact  Us   Anthony  Roberts  Jr.,  MS  @arobjr   anthony@arobertsjr.com     Digital  Marke8ng  Director   ARJR,  LLC       Meico  Whitlock,  @MeicoWhitlock   mwhitlock@NASTAD.org     Senior  Manager,  Communica8ons   Na8onal  Alliance  of  State  and  Territorial  AIDS  Directors  (NASTAD),  @NASTAD    

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