how to host a tweetup
DESCRIPTION
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.TRANSCRIPT
Creating a Community: #NASATweetups
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National Aeronautics and Space Administration
Stephanie Schierholz, Office of Communications
http://www.nasa.gov/tweetup
Stephanie L. Schierholz
Social Media Manager, NASA Headquarters
@NASA @NASATweetup @schierholz
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National Aeronautics and Space Administration
http://www.nasa.gov/connect
First Tweets from Space National Aeronautics and Space Administration
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Tweeting from space now:
@AstroCoastie @Astro_Pettit @Astro_Andre
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
NASA Social Media Today
What is a #NASATweetup?
An in-person gathering of @NASA followers.
Range from two hours to two days in length.
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
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
National Aeronautics and Space Administration
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http://www.nasa.gov/connect
Successful Tweetups are special and memorable
Provide unique or exclusive:
Information
Speakers
Access
Setting
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Tweetup Planning
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
• 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
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
• 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?
What Will Your Tweetup Look Like?
Successful Tweetups Rock Logistics • How many people will
the room accommodate?
• Tables and chairs
• Power
• WiFi
• Audio
• Refreshments?
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
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?
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Tweetup Participants
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
• 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
Announcing the Tweetup
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National Aeronautics and Space Administration
http://www.nasa.gov/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
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?
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Tweetup Registration
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
• 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
Tweetup Registration Form
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
*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
Tweetup Participant Selection
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
• 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?
Tweetup Participant Notifications
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
• 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
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
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Introduce Tweetup Participants
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National Aeronautics and Space Administration
• 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
On-Site Tweetup Tips
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National Aeronautics and Space Administration
http://www.nasa.gov/tweeetup
• 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
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?
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Tweetup Coverage
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National Aeronautics and Space Administration
http://www.nasa.gov/tweeetup
• 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
Badges of Tweetup Success
• Create name badges
• Banners and backdrops
• Tweetup programs
• Swag bags
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
Measuring Tweetup Success
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National Aeronautics and Space Administration
http://www.nasa.gov/tweetup
• 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
Beyond Numbers: Moving people from…
Fans, Followers, Consumers
ADVOCATES, EVANGELISTS,
CREATORS, COLLABORATORS
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National Aeronautics and Space Administration
http://www.nasa.gov/connect
National Aeronautics and Space Administration
Foster the community
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National Aeronautics and Space Administration
But don’t own the community
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“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.”
- David Rosen, @davidhrosen
(Director, Burson-Marsteller)
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National Aeronautics and Space Administration
Your Title Here 30
http://www.nasa.gov/connect