anthony roberts jr. & meico whitlock - using twitter town halls as a tool to reach and engage...
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Using Twitter Town Halls as a Tool to Reach and Engage Key Populations
Anthony Roberts Jr., MS @arobjr [email protected] Digital Marke8ng Director
ARJR, LLC
Meico Whitlock, @MeicoWhitlock [email protected]
Senior Manager, Communica8ons Na8onal Alliance of State and Territorial AIDS Directors (NASTAD), @NASTAD
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
Introductions
ì Who are you in 140 characters or less?
ì What’s one thing you want to learn today?
ì Let’s get started with the basics!
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
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
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
Planning a Twitter Event
Start with a Plan
What do you want to achieve and
how will you measure success?
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
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
ì Know Your Audience Who do you want to reach and what do you want them to do?
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Engage Participants
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
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?
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
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
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
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
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?
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!
Tools
ì TwiLerfall
ì Tweetdeck
ì Hootsuite
ì Storehouse
ì Storify
ì TwiLerCount
ì Tweetreach
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
Promotion Examples
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
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 similar plamorm to measure reach of links shared
ì Survey aLendees to gauge sen8ment about event and feedback for improvement
Post Event
Follow-‐up
ì Compile all ques8ons raised by par8cipants
ì Answer unanswered ques8ons received during event via email
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
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?
Q&A
Resources
ì hLps://www.aids.gov/using-‐new-‐media/
ì hLp://www.pewinternet.org
Contact Us
Anthony Roberts Jr., MS @arobjr [email protected] Digital Marke8ng Director ARJR, LLC Meico Whitlock, @MeicoWhitlock [email protected] Senior Manager, Communica8ons Na8onal Alliance of State and Territorial AIDS Directors (NASTAD), @NASTAD