Twitter is an open playground which gives you a gateway to reach out to the who’s who without any major roadblocks! It has clearly emerged as one of the preferred platforms to create awareness before, during and after any significant event or launch.
Here are few steps that come in handy to make events and launches big by using Twitter: –
Step 1- Audience Mapping- Map out your key audience on Twitter by making use of relevant hashtags and looking for active handles talking about the topics similar to yours. Also pay attention to their followers and the accounts they are following as that will be enough for you to set your audience universe. Within audience mapping, I would also recommend audience segregation basis their respective domains. for example, for a Healthcare event you would want to communicate with Doctors, Pharma companies, Media and policymakers simultaneously, hence its always advisable to be clear on your audience buckets in advance!
Step 2- Content calendar – Content rules the online world! Hence sit with your client and understand the key messages they would want to shout out. Comprehend the objective whether its registrations for the event or awareness or engagements. Basis the objective and your audience bucket, design the posts. Make your posts conversational and informative in nature. It is important to draft content keeping the end user in mind.
Step 3-Bash That Hash-tag– Post deciding on your audience and content calendar, decide on a relevant, short and comprehensive hashtag. Hashtags help tie all the conversations around the event together. I personally don’t like bigger hashtags as they eat up character limit and difficult to remember. Your event hashtag will act as your online address after your handle, it will also help you know who, when and where has been talking about your event. It will help in creation of stream of tweets pertaining to your event, either done by your official handle or anyone else on Twitter. Would also advice to include your event hashtag in your handles bio as well. You also get to promote your hashtag so that your audience make use of it and associate it with your brand identity.
Step 4- Align your design– After step 1,2,3 sit with your designer and work on the following:- Cover pictures, Posters, infographs, gifs. As I swear by visual content and its use across the online platforms.
Step 5- Execution– Get down on the Twitter playground
- Pre-event tips:-
- Focus on teaser Tweets, tweet about various sessions and list of key speakers at the event, tag the speakers and prospective participants in one tweet
- Share the glory of the past event through event pictures
- Leverage the power of DM’s, send personalized DM’s to your target handles
- Think of setting up a tweet chat session with key speakers before the event
- Have a robust response mechanism in place to address any questions related to the event
- During the event tips:-
- Focus on capturing live event updates, important moment using pictures and short videos
- Don’t forget to use your event hashtag while live tweeting, also try to get the same incorporated in various event branding collaterals. Urge the audience present at the event to also make use of the same.
- Leverage the power of periscope
- Take short video bytes of the speakers and audience present at the event to showcase higher audience involvement
- Tag your location while tweeting out
- Re-tweet, like and encourage other users talking about your event
- Have a prompt response mechanism in place for any questions/queries
- Try and create a content bank for use in the post event phase
- Post event tips:-
- Don’t go silent post the event is over. Focus on keeping the momentum on by posting relevant pictures of key speakers
- Thanks all the key participants by tagging them in multiple tweets
- Cash in the power of video bytes, post the videos at regular intervals.
So go all out and leverage the power of this awesome platform and share your experience with me!