1. Nominate Your Event Tweeter
The perfect live Tweeter is:
- Six foot one
- Around 180 to 200 lbs
- Incredibly witty
…okay, I’m lying. But still, It’s important to nominate someone to be your event tweeter for the day. You know, that person who’s only job for the day is to tweet the who, what, when, where and why’s of the event.
If you’ve got a company or event account, that’s easily done. You just grab Dave from Marketing, list his duties for the day, and explain there is free cake at the end if he does a good job.
But, whether you’re working on business or personal accounts, make sure the tweeter’s profile gives you the most exposure possible.
That can be anything from including your hashtag (more on that soon) to linking back to the event organiser, like in the picture above.
Another nice-to-know idea from Social Media Examiner to help you get trending is to create an event landing page, with free download, and include that link in your bio. This might only work for certain events, but get creative and you could boost your exposure for little effort or expense.
2. Create A Compelling Hashtag…
The next step in the process is to create a hashtag that people will want to interact with. Now, not only is this essential to get trending on Twitter, it’s also based in science too.
There’s plenty of research to suggest that hashtags, no matter how silly they might sound (#susanalbumparty anyone?), are incredibly important to social media users. Because not only are they a part of social media, they’ve become a part of life, too.
And they get more retweets than tweets without them, which just adds extra fuel to your trending fire:
So what makes a hashtag compelling? For events, it comes down to:
- Brevity: Studies show that the optimal length of a Hashtag is six characters, but if it needs to be longer, try not to go over three or four words.
- Relevance: Does it fit your event? Try creating abbreviations, or a fun phrase, that suits the event your throwing. Or you could take the really literal approach like this one for the next Super Bowl…
- Uniqueness: Don’t jump on a Hashtag that is already out there. Make it unique to you and your event.
- Fun: If nothing else, make it a Hashtag that people want to Tweet about. For example, Kendal Calling festival in the UK gain a lot of attention with their #seeyouinthefields hashtag. Not only is it fun, but it’s easy to remember, too.
3. …And Get Everyone Involved With It
Before your event even starts, think about all the people who are already there, primed and ready to interact with you on Twitter:
- Event Staff
Make it recommended (or compulsory, if you have that kind of power) to include your hashtag in any Tweets they write at your event. Every little helps when it comes to trending, and here are tens or hundreds of people who can help you make it happen.
4. Give All Of Your Tweets An Informative Angle
Research from Rutgers University found that social media is split into two different types of users: Meformers, and informers.
A Meformer is your friend, Linda, who only posts pictures of her baby and filtered pictures of her lunch (Sushi, again? How original, Linda).
An Informer is someone who writes tweets that add value and information to the reader. Like articles, event updates or useful links.
The research also showed that Informers have 2x more followers than Meformers and get more likes, comments and retweets. Which is great information for your event tweeter(s) to know. Because it’s easy to leverage.
5. …And Be Sure To Evoke One Of These Emotions
The boffin’s at Harvard Business also took a look into what emotions make a marketing campaigns go viral. They found the most popular marketing campaigns contained one of these five emotions:
So, while you’re creating those informative Tweets, be sure to look at evoking one of these five emotions as well.
6. Respond To As Many Tweets As Possible Within One Hour
Depending on the size of your event, this could be a mammoth task. But it’s one that will pay off in the long run, trust me.
Research from Lithium found that consumers expect to be responded to within one hour of a tweet. If they aren’t responded to in that time, they’ll punish you. Either by disengaging with you, or taking a negative view of your brand.
But, what does this have to do with events? I’ll tell you…
If you do respond to them, they’ll be 42% more likely to mention you and your event to their friends and family. That’s more uses of your Hashtag and more talk about your event. Which leads to more exposure and a higher chance of trending.
Now for an event, this doesn’t have to be a written response, people will understand you have a lot on your plate. But, even a simple favourite (or like, if you’re into the new twitter lingo) will go a long way:
7. Make It A Visual Campaign
You want the people who are there to know what’s going on. And the people who aren’t there to know what they’re missing.
The best way to do that is with visual content.
In a study of 4,000,000 tweets, Stone Temple Consulting found that tweets with images on them get more than double the retweets, and almost double the amount of favourites.
Images like speakers on a podium, people using products or anything else that people might want to do at your event are great ways to get people salivating for more.
8. Find A Power User Who Can Live Tweet
There are going to be people at your event with large twitter followings. It could be an attendee, a speaker, a brand, or Colin from sales.
As long as their audience is relevant to your event, which if they’re in attendance there is a good chance it will be, you should try and get them on board. Get them to tweet or update about their day using your Hashtag.
9. Run A Competition
People love competitions. Even though I never win, I still enter them all the time. And you’ve probably got a lottery ticket or two (hundred) behind you as well. So, why not leverage them to help you get trending on Twitter?
There are two types of contest you’re legally allowed to run on Twitter:
- Sweepstakes: Where a winner is chosen randomly and by chance.
- Competition: That requires a level of input from the person(s) involved.
Luckily for you both of them are really effective for getting your event trending on Twitter.
If you’re worried about this being a slow starter, you can make people aware of this competition at your event too. Create signs, or announcements, that let people know this is happening and how to enter. Make a fuss about it, or create a big enough incentive, and people will by dying to enter.