Lindsay Tredent Mauch
How To Leverage Live Tweeting During Events
Hi, my name is Lindsay Tredent Mauch, and today I’m going to be talking to you about live Tweeting during events. Most of you probably already know what live tweeting is, but if you don’t, here’s a definition.
It’s pretty self-explanatory, but live tweeting is essentially, well, tweeting on Twitter in real time.
What type of events can you live tweet? You can live tweet virtually anything. I’ve even seen people live tweet their childbirth. I’m not even kidding. Everyone has their smartphones out and concerts and festivals these days, and so many influencers are live tweeting from the events. You can even see in this photo right here how many smartphones are out when a person is performing at a concert.
Sporting events are another great way to live tweet. You can live tweet whether you’re on the field at the game or watching from home. It’s a great way for fans to connect. I live tweet a lot as I watch soccer games, I’m a huge soccer fan, and I love to live tweet during USA soccer games and L.A. Galaxy games. It’s great.
It’s so much fun to go back and forth with fans and interact with people. If you’re a brand, live tweeting from a tradeshow or convention is a great way to drive visitors and people to your booth and stand out on a crowded show floor.
People are also live tweeting from home. They’re watching television shows and live tweeting from smartphones or computers, or even their tablets, as they’re watching the show. It’s become the new prime time and given an interesting take on live television.
Scandal is an example of a show that does this really well, and they have an active Twitter following with their ScandalThursdays hashtag, and TGIT, which means thank god it’s Thursday. Panels and educational seminars are another great way to live tweet.
You can live tweet funny moments, quotes that panelists say or anything interesting that’s happening. In the spirit of this conversation, I would like to invite you all to live tweet with us. Please live tweet while you’re watching this presentation. Let me know if you find something interesting, something you might not understand and have a question about, or just general feedback and comments.
I’d love to hear from you. You can use the hashtag OutreachMarketing. That’s the hashtag for the conference, and you can tag GroupHigh on Twitter, at GroupHigh or myself. Please, actually tag us both.
I can be found on Twitter @LTsurf, as you can see here on the screen, and GroupHigh is @GroupHigh. Why would someone want to live tweet? That’s a question that I get a lot.
A big reason that you would want to live tweet is it’s a great way to gain new followers. You not only are gaining new followers, but you’re gaining followers that have similar interests to yourself or your brand.
That brings me to my next point, which is you are connecting with likeminded people. There’s no better way to connect with people that have the same interests as you as connecting with them on Twitter in real time. The other great thing is it bridges the gap between the offline and the online, so what I was talking about earlier with sporting events and people watching television and using their smartphones as a second screen, you’re really able to connect with the people that are live, at the event, and the people that are home following along via the event hashtag.
There’s a term that has been coined in recent years. It’s called FOMO. F O M O, and it means fear of missing out. There’s nothing like following along to an event hashtag on Twitter and realizing, darn, I should have gone to that event, that looks fun. You also get real time feedback, so you get people that find you and are interested in what you have to say, and you can get their feedback on anything in real time. It’s great.
What to live tweet is a question that a lot of people have. They don’t know necessarily what they should be live tweeting. Here’s some examples of different content that I’ve found have worked well for live tweeting. Behind the scenes content is really great from a brand perspective, because you have unique insight that most consumers don’t usually get to see, so I encourage you to show your consumers that the behind the scenes content that they normally wouldn’t have access to. Show them via Twitter, show them a picture of something that’s happening that they might not otherwise see.
It goes a long way. If someone says something funny or insightful, quote them. Use quotes and tag them on Twitter. That’s a great way to get retweets and get people to share your own content. I highly recommend that you always try and use images when you can, because images index in your Twitter photo gallery, and they show up better in search.
Whenever you can, please use an image. You don’t always have to use an image, but whenever you can would be great. Commentary. People want to hear what you have to say, so let them know your thoughts. On that same token, retweet other peoples’ thoughts.
If you think someone says something that’s interesting, retweet them. Give them props. Favorite their tweets. Interact with other people in the conversation.
Video is something that’s still new to the scene. There’s a couple livestreaming video apps that are gaining a lot of popularity recently. One is Twitter’s Periscope, and the Meerkat, so a very popular app at South by Southwest this past year.
It’s interesting, because these apps allow anyone to livestream video on Twitter in real time. Virtually anyone can become a broadcaster. There’s other types of video streaming live services available, too, such as Google Plus Hangout, and Hangout With. They can be used here in these situations as well.
It’s really early to tell what the future of video livestreaming is going to be, but I think it’s going to be pretty interesting. If you haven’t downloaded these apps yet and tried them out, I highly encourage you to do so.
Here’s a picture you might recognize. This is a famous example of live tweeting, and this is Ellen at the Oscars last year, in 2014. She took a selfie with all her celebrity friends, and this photo went viral, and it, at the time, was one of the most retweeted tweets ever.
It was a very popular photo and a great example of how a celebrity can be used to live tweet an event. This is—obviously Ellen is a large celebrity and not all brands can have a celebrity of Ellen’s caliber, but it doesn’t mean you can’t have influencers live tweeting on behalf of your brand.
I know Myspace used to have influencers live tweet events, such as the Oscars, for them, and it can be a real effective way to have people get involved with your brand and bring a new audience to your brand, because you’re bringing those followers over, who follow that person, over to your brand as well, and if you find the right influencer, who aligns well with your brand, go for it. Get them to live tweet on behalf of your brand, and that helps your social media manager out as well.
This is what I call the formula for a good live tweet, and these are the components you’re going to want to have when you live tweet. The first thing here is the event hashtag. This is a tweet from Social Media Week L.A. last year. This is a panel that I live tweeted that was part of Social Media Club Los Angeles. I’m on the board of directors there.
The event hashtag was SMWLA, so you see I have that there, and then the panel itself had a hashtag. I’m going to call this the secondary hashtag. As you can see, I’ve got both the SMWLA hashtag, and I’ve got the SMWNEWS hashtag, which is the secondary hashtag, and then I also call out all the panelists, so as you can see, there are four people in this picture and I called them all out on Twitter, and I at mentioned them.
I include an image, so try and include all of these components when you can. I know you’re going to be limited on space, but when you can tag people in your content, it goes a long way and gives you a better shot at getting your content retweeted and shared.
This is what I call the tricks of the trade and what I recommend you bring for your event. Obviously you’re going to need a smartphone with the Twitter app installed, make sure your battery is fully charged before you get to the event, because live tweeting is going to drain that battery. Because it’s going to drain that battery, you’re going to want to make sure you have a battery backup, especially if you’re tweeting on behalf of a brand, you’re going to want to make sure you got a lot of juice.
I don’t recommend a wall plug, because that limits you. You’ve got to find a plug somewhere where you can go plug in your phone. They make external battery chargers now where you don’t need a wall plug that are really great.
The picture here—this orange piece right here is from Jackery, and Mofi makes a great external battery charger, and also Antler, so you can do a search—Google search for external battery charger, do a search on Amazon, you can find something, but they’re really great and all you need is a USB cable for your phone.
You’re also going to want to make sure that you check out the Wi-Fi situation for your event beforehand, especially if you’re tweeting on behalf of a brand. You’re going to want to make sure you have access to good Wi-Fi, and if not, I recommend you bring a hotspot.
You’re also going to want to make sure you bring a backup device, either a laptop or tablet, depending on what your preference is. I sometimes don’t like bringing a laptop to live events because it can get heavy to carry around, so if you are comfortable using a tablet, that’s a great backup device, and lastly, I recommend you bring a backpack to carry everything in, because you’re going to be that awkward person with their head down tweeting on their phone, and you’re going to want to have access to your hands, hands free, so bring a backpack and store all your goodies.
There’s a couple things you can do before the event to prepare yourself, and the number one thing is to set your goals. Figure out what you want to accomplish at the event, and then figure out your tweet plan and schedule accordingly. You’re also going to want to make sure that you know the hashtag.
If you’re at an event that already has a hashtag, make sure you use that hashtag on all your pre-event tweets. If you’re hosting your own event, make sure you create a hashtag that’s short, to the point and easy for people to type. Also make sure that hashtag is on all of your marketing collateral.
Figure out who your audience is before your event. Who are you going to target? What type of people do you want to connect with? Do you want to connect with bloggers in a certain area? Do you want health and fitness bloggers? Do you want food bloggers? Lifestyle bloggers?
If you want to reach out to certain people, figure it out beforehand, so you can have the best chance of getting their attention. To that effect, I would also recommend that you begin your outreach before the event, especially if you’re going to be doing outreach at a big show, like a tradeshow, or anything where people are going to be super busy, it’s best to try and get their attention as early as you can before the event.
Weeks before the event, if you can, just to make sure that your outreach can be the most effective it can be.
Here are some—couple pre-event tweet examples. This is Expo West that happened last month here in Anaheim, California. It’s the largest natural foods industry show in the U.S., if not the world. They had 70,000 attendees this year, and over 2,500 exhibitors, so I was selected to be an official blogger for the event.
Here are some examples of the pre-event tweets I sent out. You can see here, this tweet to the left, it says I’m honored to join the blogging team at Expo West this year. I tag Expo West, I have my secondary hashtag, which is WeBlog Team. That was a blogger team.
I’ve tagged NewHope360, which is the producer of Expo West, and I’ve included an image as well. The second type of tweet here is a retweet. This is a fellow blogger who created an eBook for the show, and I’m retweeting her content, because, again, that’s a great way to help promote other people and increase your outreach.
The night before I go to an event I always like to do a tweet that announces I’m going somewhere, and I like to do a roll call. You know, saying who’s going to be there tomorrow? Who wants to meet up? Things like that.
I’ve met up with some really great people by doing that, and from a brand perspective, you can be very effective doing that as well. During the event, there’s a couple things you’re going to want to make sure you do.
You’re going to want to make sure you tweet frequently. The lifespan of a tweet is only 30 seconds, so keep that in mind as you’re tweeting and use your best judgment. Tweet as often as you think you have something interesting to say.
Make sure you respond to at mentions. A great way to get seen in other peoples’ feeds when you’re responding to other people is by retweeting them or putting a period in front of the at name on Twitter.
For example, if I was responding to GroupHigh, I would say period at sign GroupHigh in my response, and that way I would be seen in everyone’s feed instead of just the friends of GroupHigh’s feed.
Use the event hashtag. That’s the way people are going to be searching for the event, live tweet, so every tweet you send from the event, make sure you use that hashtag. Can’t emphasize that enough.
…and interact with other attendees. I can’t even tell you how many times I’ve been live tweeting an event somewhere and I’m live tweeting with the person sitting in front of me and we end up connecting, so really try and interact with other event attendees. Make the effort to try to meet them in person, or should I say, IRL, in real life.
It goes a long way. Retweet other people. People love to see other retweets, and it’s a great way to be able to interact with people and show them, hey, I like what you’re tweeting. Hopefully they’ll do the same for you.
Here are a couple real time tweet examples. This is, again, from Expo West. The image on the left is from an organic food panel at Expo West, so you can see again, I’m following that formula for a good tweet. I’ve got the Expo West hashtag, I’ve got the panel hashtag and I’ve tagged all the panelists.
This image to the right, this was a trend, Baobab, from a brand called Kaibae. It was really popular at the show this year. I used the event hashtag, the brand’s hashtag and the booth number and told people to go check them out because they are awesome.
It doesn’t stop once the event ends. After the event, post a recap and your recap can be in all sorts of different types of content. You can post a blog post talking about the event and your experience with images. You can cut a video, if you’re a video producer and have access to video editing software, which most people do these days.
You could cut a short video. You can also create a Storify, where you aggregate and collect tweets to tell a story about the event. That’s a great platform if you haven’t checked it out before, you can take a look at it at storify.com.
I know at Social Media Club Los Angeles, we really enjoy that one. You can also follow up with people you meet. Everyone you meet, send them a quick at mention on Twitter, let them know you really enjoyed meeting them at the show, and if you got their business card, send them an email, or if you’re a brand and you connected with a blogger, follow up with them.
Keep the conversation going. It’s a great way to be in touch with people. Here are a couple examples of some after event tweets of me at Expo West, just talking back and—showing here’s what I was looking for and see my top picks.
These are some tweets I sent after the show to just keep that conversation going and, again, I’m still using that hashtag. Thank you so much for taking the time to listen to this presentation today. I really enjoyed talking with you about live tweeting.
If you have any questions, feel free to reach out to me on Twitter. I’m @LTsurf at Twitter. It’s a great way to get in touch with me, and if you saw this presentation and you liked it, give me a shout out. I’d love to hear from you. Thanks and have a great day.