How to Trend on Twitter - Michael Collins - TravelMedia.ie - TBEX Stockholm 2016

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Michael Collins, Founder and MD of the specialist travel PR agency TravelMedia.ie, explains how they have trended on Twitter. In this presentation Michael takes his audience through a step by step guide on how to trend, what works and what doesn't. The presentation was first given at the travel bloggers conference, TBEX, in Stockholm, July 2016.

Social Media

How to Trend on Twitter
Michael Collins
@travelmedia_ie

Resources
• SLIDESHARE – presentation on SlideShare.
http://www.slideshare.net/TravelMediaie
• BLOG: http://www.travelmedia.ie/blog/travel-
hashtags/
• BLOG: http://www.travelmedia.ie/blog/how-to-trend-
on-twitter/

Trending?
• ‘father of trending’
• Abdur Chowdhury
• 2006 Summize
• 2008 Twitter
• main stream media
• media look to Twitter
• ‘spikes’
"Thank you @abdur for being the coolest scientist I know
and for building Twitter search and Trends" - Jack Dorsey.
BBC http://www.bbc.com/news/technology-36608936

Spikes
•Not the most / number
•But a spike – short shift or change
•Ephemeral
•Anyone can trend on Twitter

7P’s• Proper
• Prior
• Planning
• Prevents
• Piss
• Poor
• Performance

Think of trending as an
event
- plan, prep, execute.
e.g. conference, wedding, party, trip

Build and plan your
campaign
around an event, pick a
moment in time.
spikes - ephemeral

How to Trend on Twitter
• 3P’s. Preparation, Preparation, Preparation.
• Research handles and hashtags in advance.
• Engage with audience in advance. Prep them for the
event. Get them involved. Make them feel part of the
event.
• Write 90% all Tweets in advance.
• Dedicated team. Managing tweets, engagement, RTs
etc.

How to Trend on Twitter
• Be ready to react – it will happen very fast.
• Team: separate roles. One tweeting, one reacting,
another real-time/quotes/sound bites.
• Prizes, Best Tweet.
• Ask for questions.
• Keep you audience briefed – “we are trending no 4 on
Twitter”……………………

* 21/38 page doc
* every tweet written
* every handle/hashtag

Use the Correct Hashtags
• Do the research.
• Find out which hashtags have the biggest reach.
• Which hashtags are appropriate.
• Use established hashtags to promote your event,
to promote your hashtag.

Use the Correct Hashtags
• http://www.travelmedia.ie/blog/travel-hashtags/
• BLOG: What are the most popular and widely used
travel hashtags on Twitter?
• Which are the top travel hashtags used on Twitter?

Audience
• Define and research in advance.
• Follow well in advance. Time to follow back.
• Engage in advance.
• Let them know in advance.
• Get them involved. Invite them. Buy-in.
• Call in favors. Ask in advance.
• Complement people.
• Pics / photos. Photographer and videographer.

Good Tweet?
• Clever, relevant, engaging, sharp, snappy, poingnant.
• 1-3 hashtags.
• Send variations many times (5).
• Twitter is ephemeral.
• Max 24 hours repeat.
• Tag people / organisations in text.
• Tag accounts via pics. Max of 10. >140.
• Pics, photos, images, native video.

Take-aways
1. 3ps, 7ps.
2. Write 90% of your tweets in advance.
3. You need a team to manage Twitter on the day.
Dedicated roles.
4. Research handles in advance.
5. Use the correct/appropriate hashtags. Research
reach.

Thank you
• SLIDESHARE – presentation on SlideShare.
http://www.slideshare.net/TravelMediaie
• BLOG: http://www.travelmedia.ie/blog/travel-
hashtags/
• BLOG: http://www.travelmedia.ie/blog/how-to-trend-
on-twitter/
@travelmedia_ie

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