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Creating a Community: #NASATweetups 1 National Aeronautics and Space Administration Stephanie Schierholz, Office of Communications http://www.nasa.gov/tweetup

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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.

TRANSCRIPT

Page 1: How to Host a Tweetup

Creating a Community: #NASATweetups

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National Aeronautics and Space Administration

Stephanie Schierholz, Office of Communications

http://www.nasa.gov/tweetup

Page 2: How to Host a 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

Page 3: How to Host a Tweetup

First Tweets from Space National Aeronautics and Space Administration

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Tweeting from space now:

@AstroCoastie @Astro_Pettit @Astro_Andre

Page 4: How to Host a Tweetup

National Aeronautics and Space Administration

4

http://www.nasa.gov/connect

NASA Social Media Today

Page 5: How to Host a Tweetup

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

Page 6: How to Host a 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

6

http://www.nasa.gov/connect

Page 7: How to Host a Tweetup

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

Page 8: How to Host a 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

Page 9: How to Host a Tweetup

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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?

Page 10: How to Host a Tweetup

Successful Tweetups Rock Logistics • How many people will

the room accommodate?

• Tables and chairs

• Power

• WiFi

• Audio

• Refreshments?

10

National Aeronautics and Space Administration

http://www.nasa.gov/tweetup

Page 11: How to Host a 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?

11

National Aeronautics and Space Administration

http://www.nasa.gov/tweetup

Page 12: How to Host a Tweetup

Tweetup Participants

12

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

Page 13: How to Host a Tweetup

Announcing the Tweetup

13

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

Page 14: How to Host a Tweetup

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?

14

National Aeronautics and Space Administration

http://www.nasa.gov/tweetup

Page 15: How to Host a Tweetup

Tweetup Registration

15

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

Page 16: How to Host a Tweetup

Tweetup Registration Form

16

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

Page 17: How to Host a Tweetup

Tweetup Participant Selection

17

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?

Page 18: How to Host a Tweetup

Tweetup Participant Notifications

18

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

Page 19: How to Host a Tweetup

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

19

National Aeronautics and Space Administration

http://www.nasa.gov/tweetup

Page 20: How to Host a 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

Page 21: How to Host a 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

Page 22: How to Host a Tweetup

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?

22

National Aeronautics and Space Administration

http://www.nasa.gov/tweetup

Page 23: How to Host a 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

Page 24: How to Host a Tweetup

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

Page 25: How to Host a 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

Page 26: How to Host a Tweetup

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

Page 27: How to Host a Tweetup

National Aeronautics and Space Administration

Foster the community

27 http://www.nasa.gov/connect

Page 28: How to Host a Tweetup

National Aeronautics and Space Administration

But don’t own the community

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Page 29: How to Host a Tweetup

“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

Page 30: How to Host a Tweetup

Your Title Here 30

http://www.nasa.gov/connect