Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Host a Tweetup

731 views

Published on

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.

Published in: Technology, Education
  • Be the first to comment

How to Host a Tweetup

  1. 1. National Aeronautics and Space Administration Creating a Community: #NASATweetups http://www.nasa.gov/tweetup Stephanie Schierholz, Office of Communications 1
  2. 2. National Aeronautics and Space Administration Stephanie L. Schierholz Social Media Manager, NASA Headquarters @NASA @NASATweetup @schierholz http://www.nasa.gov/connect 2
  3. 3. National Aeronautics and Space Administration First Tweets from Space Tweeting from space now: @AstroCoastie @Astro_Pettit @Astro_Andre 3
  4. 4. National Aeronautics and Space Administration NASA Social Media Today http://www.nasa.gov/connect 4
  5. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 27. National Aeronautics and Space Administration Foster the community 27 http://www.nasa.gov/connect
  28. 28. National Aeronautics and Space Administration But don’t own the community 28
  29. 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. 30. http://www.nasa.gov/connectYour Title Here 30

×