south wired twitter chats oct 2014
TRANSCRIPT
Extending Reach & Improving Engagement: Best Practices for Conducting Successful Twitter Chats
Presenters: Melissa Beaupierre, Associate Managing Director @mpbeau
Carlos Chapman, Partnership & Outreach Coordinator Katie Mooney, Health Communication Specialist @theweisermooney
1 @DanyaIntl
@DanyaIntl
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• How to research & develop content for a Twi;er chat • What to include in a Twi;er chat guide
• How to measure the success of a Twi;er chat
• Best pracAces for Twi;er chat engagement
• “PracAce” Twi;er Chat (find your buddy)
#WiredChat
Overview
@DanyaIntl
Topics The Basics 1
Chat Benefits 2
Script Development & Day of Chat 4
Measurement 5
Pre-Planning: Topic Selection & Guests
3
Best Practices & Sample Chat
6
3
The Basics
Twitter Chats SecAon
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Twitter Basics
5 @DanyaIntl
What’s a Chat?
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• Public scheduled meeAng • People gather around a certain topic and create an online discussion on Twi;er
• ConversaAon “tracked” by using a unique hashtag
@DanyaIntl
Chat Benefits
Twitter Chats SecAon
2 7
Benefits
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• Promote awareness of and parAcipaAon in your organizaAon’s acAviAes
• Increase conversaAons about certain topics, available resources and tools on Twi;er
• Expand depth of organizaAonal conversaAons in your network and develop new relaAonships
• Build your own organizaAon reach and reputaAon on Twi;er
@DanyaIntl
Pre-Planning: Topic Selection & Guests
Twitter Chats
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SecAon
3
Topic Selection
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• Area of experAse/ social media goals
• Consider your Audience • Are your Experts Available? • Do you offer a Unique View? • Who Else Already Addresses it?
@DanyaIntl
Creating the Hashtag
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• Hashtags should be – Short – Unique and creaAve – Easy to type – Focused around the topic – Memorable – Avoid double le;ers and symbols
• Hashtag search Web sites – www.twubs.com – www.hashtags.org – www.symplur.com – www.Twi;er.com
Bad Hashtag: #call_team
Really Bad Hashtag #stoopid2014!
Nice Hashtag: #UWYKChat
Good Hashtag: #NPINChat
#WiredChat
Scheduling the Chat
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• Select best day & Ame • Avoid conflicts with other pre -‐ scheduled chats
• Have a set schedule • Include the Ame zone • Use tools like Twitvite to promote and invite people
#WiredChat
Adding a Guest
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• OpAon to increase engagement/add new perspecAve
• Subject Ma;er Experts
• Provide quesAons in advance
• Offer Twi;er tutorials
@DanyaIntl
Twitter Chats
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SecAon
4 Script Development & Day of
Script Development
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• Roles/Staff • PromoAonal Tweets
Scheduling tweets • Topic QuesAons • Aim for no more than 120 characters per tweet
• Protocol guidelines (T1. A1. ) • Resource links • Include hashtag in all tweets • Script approval
@DanyaIntl
Day of the Chat
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• Final script • MeeAng space prepared
TV Monitor Conference line
• Suggested tools to run chat or follow one www.tweetchat.com www.twubs.com www.hootsuite.com www.twi;er.com www.Twi;erfall.com www.sees.aw
@DanyaIntl
After the Chat
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• Thank guests and parAcipants • Announce the next chat • Follow-‐up on outstanding quesAons • IdenAfy influencers, potenAal guests for future chats
• Archive the chat Storify and other tools
• Evaluate and measure
@DanyaIntl
Twitter Chats
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SecAon
5 Measuring Outcomes
Why Evaluate?
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• EvaluaAng enables you to: Understand what’s working and what’s not Adjust and improve your chat topics
Demonstrate the value of Twi;er outreach via the Twi;er chat
Understand your audience and influencers
@DanyaIntl
How to Evaluate
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• Set goals and objecAves • Align metrics to objecAves
• Collect metrics
• Analyze – Did you meet or exceed your goals? – If not, why?
• Compare chat metrics over Ame
@DanyaIntl
Metrics
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• Retweets/favorites • Unique sources • ConversaAon cloud • Top contribuAng parAcipants • Most influenAal parAcipants
• Geographic distribuAon • Web metrics (click-‐throughs)
• Transcript @DanyaIntl
Analytic Tools
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• NaAve Twi;er AnalyAcs • Twi;erAnalyzer • TweetStats • Hashtracking • Tweetreach • Twi;erCounter • Tweriod • PeopleBrowsr * • Socialbro * • Radian 6 *
* Paid service
@DanyaIntl
Twitter Chats
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SecAon
6 Best Practices & Practice Chat
Best Practices
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• Prepare topic quesAons and content early • Cross channel promoAon • Share quesAons with guests in advance
• Establish protocols at start of chat • Greet parAcipants • Acknowledge menAons
• Keep tweets under 140 characters
@DanyaIntl
Best Practices
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• Shorten links (www.bitly.com, www.Anyurl.com)
Test all your links before sending
• Include pictures/videos to increase engagement
• Include hashtags to help people follow the conversaAon
• Stay open to new formats
• Consider mulAmedia
• Take the chat beyond Twi;er
@DanyaIntl
Let’s Practice
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• T1. Have you hosted/parAcipated in a chat before? If so what was the topic? #WiredChat
• T2. What’s your favorite chat or did you find an interesAng one to join? #WiredChat
• T3. What topic area(s) might you cover in your chat(s)? #WiredChat
• T4. What chat Aps would you share with others? #WiredChat
@DanyaIntl #WiredChat
Thank You
27 @DanyaIntl
Carlos KaAe Melissa