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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 events.

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How to host a tweetup: Lessons from #NASATweetup

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

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