Archive for the ‘Events’ Category
The United Nations (UN) recently celebrated 69 years of global service, and they celebrated with an awareness campaign using the hashtags #UNDay and #happybirthdayUN across social media. While not every non-profit enjoys the name recognition and historical establishment of the UN, non-profits of any size can take some tips away from this campaign to use for their own.
1. Using #UNDay to highlight the work they consistently do.
Non-profits constantly have to prove that they are worth continuing to support- even those as established as the UN- and it can be an exhausting process to generate consistent content on a limited budget that captures attention and encourages donations, or even just sharing. The UN took #UNDay as an opportunity to remind their followers of the work they do on a daily basis to improve the world, reinforcing the need for their nearly seven decade existence.
And they did so from more than just their main account:
— UNICEF (@UNICEF) October 24, 2014
— UN Human Rights (@UNrightswire) October 24, 2014
Using a hashtag in this way across properties is a fantastic educational opportunity; some followers might not have realized that UNICEF was formed by the UN. These also happened to be three of the most retweeted tweets using the #happybirthdayUN hashtag.
2. Tapping into related organizations to boost their potential exposure, and therefore potential engagement.
Many non-profits are small and do not have several accounts to cross-promote their mission and work from. However, they still have the opportunity to reach out to similar organizations to help them promote their campaigns (a promise to do the same for them in the future could set up a healthy reciprocal social relationship for both, and even lead to future collaborative projects that would enhance the reach of both organizations!).
Alternatively, non-profits can reach out to government officials and news organizations to help boost their message. The UN had a lot of contribution to the UN Day conversation from these types of accounts; using something like the TweetReach Pro top contributors list can highlight who helped spread the word from requests, and who spread it of their own volition. Be sure to thank both kinds of contributors!
3. Using platforms other than Twitter, but not in a way that strains resources.
The UN posted to their Instagram account about #UNDay as well, but repurposed a lot of the images and copy they used on Twitter and Facebook. The best approach to cross-platform campaigns with limited resources is to start with fantastic visual content and general copy, then tweak each of those things to fit each platform the content is being shared on.
For example, a photo from this video posted on Twitter. . .
— United Nations (@UN) October 24, 2014
. . .was repurposed as a still on Instagram with similar, but tailored, information on it about how they work for peace.
Similarly, they used the same image in a banner for their Facebook page that discussed UN Day.
BONUS: Tap into established hashtags like #TBT that have spread across the web.
The UN shared the same Throwback Thursday (#TBT) image on Instagram and Twitter, in slightly different ways. Using established and popular hashtags with appropriate content puts your message in front of new eyes who might not have known about your non-profit, but could now be inspired to learn more.
3 ways to use TweetReach snapshot reports to complement real-time Twitter monitoring for your events
For monitoring tweets about large events we always recommend creating a plan and setting up TweetReach Pro Trackers ahead of time so that you capture the full set of tweets for your analysis. That doesn’t mean, however, that our snapshot reports can’t act as a great complement to your in-depth tracking. Here are three reasons why:
1. Get the big picture quickly
Before you have time to dig into all of the information in your TweetReach Pro Tracker, you can grab a snapshot report for quick insight into the size of the conversation around an event hashtag, who the top contributors were, and which tweets were the most retweeted. Here’s a great example of a snapshot from Communications Week, which took place in New York last week:
2. Build relationships with attendees
From the lists of top contributors and most retweeted tweets in your snapshot, make sure you’re following active event participants. You can also use these lists to engage with or thank them for their contribution to the event conversation. Pay attention to who these accounts also follow and retweet to help further build your own network on Twitter; these are good target accounts as they are likely to be a part of or interested in your industry. Building strong relationships with the right people can lead to reciprocal partnerships in the future, even if it’s just giving each other little PR boosts through retweets down the line.
To make this even easier, every Twitter username mentioned in your snapshot report is a clickable link that takes you to their Twitter account. You can also retweet or reply directly from your snapshot. Here’s an example from a snapshot of SocialMedia.org, whose summit started yesterday:
3. Easily share stats with attendees
Since snapshot reports are so quick to run, you can easily share a snapshot report at the end of each day of your event, or even at the end of a big panel or keynote to give everyone in attendance – and those watching via Twitter – an idea of how that conversation went. Attendees can share the report with their followers, or use it in writing their own recap posts of their experiences. This also gives others interested in your event a better idea of what kind of content and conversation it produces, encouraging them to book for the next year if it lines up with their business.
Want more on event tracking with TweetReach?
Be sure you’re getting the most out of your snapshot reports by keeping things simple. And if you want more on how to track social media engagement with your events with Union Metrics, check out some of our other posts on marketing your conference across platforms: Twitter, Instagram, and Tumblr, as well as marketing your conference across platforms: Snapchat and Pinterest.
Casual watchers of the World Series may have noticed some interesting signs popping up in the broadcasts of the games; signs aimed at San Francisco Giants player Hunter Pence. Giants fans may have noticed that these signs started popping up in August, and that they even have their own hashtag: #HunterPenceSigns.
We took a full snapshot report to get an idea of what the conversation around this hashtag looks like:
Our full snapshot reports max out at 1,500 tweets, but you can see that you reach that limit in around two days with this specific hashtag. The conversation is mostly tweets and retweets, with the fewest amount of tweets being replies. This suggests it’s more about creating and sharing these jokes than critiquing them.
The top contributors to the hashtag within the confines of this snapshot were San Francisco news station KTVU, and the “official” Hunter Pence Signs account. A Kansas City news station holds the top spot for most retweeted tweets, however, keeping the rivalry going in every way possible.
— Brandon Behle (@bbehle) October 28, 2014
The above tweet was retweeted by KTVU
Hunter Pence thinks you bunt by throwing the bat #HunterPenceSigns
— FOX 4 News (@fox4kc) October 27, 2014
What does Hunter Pence himself think about all of this?
— Hunter Pence (@hunterpence) September 16, 2014
He seems to be a pretty good sport about it.
Sometimes we leave the office, and we like to let you know what we’re up to when we do. Here’s what’s on our calendars right now.
Panels have been announced for SXSW 2015 and we wanted to thank everyone who voted for ours! Co-Founder Jenn Deering Davis’ panel proposal How the future of independent film depends on social media has been accepted as a Future15 for SXSW Film and we are all excited!
SXSW is still a few months away, but Digital Hollywood is happening right now in LA. Catch Director of Customer Success Jenna Broughton on Thursday, October 23rd at the Marketing Primetime Hollywood Content – Using Twitter, Facebook, Smartphone and Tablets session from 11am to 12:20pm.
Will you be at Digital Hollywood this week or SXSW in the spring? Let us know in the comments, and come say hi in person!
Austin Startup Week kicked off yesterday, and we were excited to be a part of the Built In Austin Startup Career Fair!
Miss us? Don’t worry, you can catch us again on Thursday morning at the Austin Open Coffee Club and again that evening at the Startup Crawl. We’ll be in the lobby of the Omni hotel downtown from 5-10pm, so be sure to stop by our table and say hi, drop off a resume, talk analytics, and grab a Merle sticker.
Wondering what positions are open? We’re currently hiring for a Data Engineer, Full Stack Engineer, Support Engineer, and Inbound Sales Rep, all in Austin. Feel free to read more about the company and the team here, and we’ll see you on Thursday!
The Social Shake-Up (TSSU) 2014 went down in Atlanta, Georgia, last week and we sent our Content Marketing Specialist Sarah Parker to check it out. She came back with new connections and a bunch of fantastic insights! We’ve pulled together her favorite insights from each of the panels, discussions, and keynotes from her two days at TSSU 2014 for your benefit.
The Social Shake-Up | Day One
Day one’s opening conversation with Brian Solis covered the changing digital landscape, and how it is more important than ever to put people first.
— Brian Solis (@briansolis) September 16, 2014
Many highlights of the two-day conference were captured by the talented people behind Ludic Creatives.
Two of the standout sessions on day one covered visual marketing and the art and science of storytelling. We already shared a quick tip on crisis communication picked up in the visual marketing session, but what other memorable information was there? Here are five of day one’s big takeaways:
- Choose organic hashtags over branded hashtags. Find a way to incorporate your brand message with an already popular or trending hashtag; just be sure you double and triple check the meaning of that hashtag before you use it.
- Use the newsroom approach. Oreo’s Super Bowl Oreo Moment happened because they were prepared and they had set up a command center to quickly capitalize on the big game’s moments and execute content. Build your own version of this to maximize on big social moments, but don’t force your way in to a conversation that doesn’t make sense for your brand.
- Take a content selfie. Measure how your content is performing beyond vanity metrics to those that really impact your business and your business goals.
- Make your information bite-size. Long form content can easily get lost in a world of short attention spans; break off smaller bits of the longer content you have for easily-digestible tweets and more.
- Consistent brand personality is important. But that doesn’t mean that your brand’s personality can only strike one note. Human personalities cover the spectrum from the serious to the silly and it’s possible for brands to pull this off if they put their voice in the right hands.
The Social Shake-Up | Day Two
Day two’s morning keynote from Jeremiah Owyang covered the collaborative economy and what it means for the future of business. Where does social fit into all of this?
How else would we communicate about all the pieces of The Honeycomb? Day two’s sessions included a case study from Coca-Cola on real-time analysis and storytelling, social audience targeting, and a panel discussion on crisis communication. Here are five of the day’s big takeaways:
- Listening to the existing conversation around your brand gives you openings to become a part of it. Brands should look for these serendipitous openings, but also be strategic in when and how they join conversations. For example, the sentiment around Coke’s #AmericaIsBeautiful big game advertisement on social media was ultimately positive, because the marketing team released the behind-the-scenes videos of the making of the commercial once the backlash against it started. This helped turn the conversation around.
- Show your audience that you’re listening by actually addressing their concerns. Coke was sponsoring an event with a health-focused track that was unhappy with their presence, so Coke replaced their opening promotional, sponsor speech with a video interview from their lead scientist addressing the health concerns that had been aired to them on Twitter.
- Audience targeting methods will vary depending on your industry. Luxury markets focus on keeping organic followers, because they want those who come to them to stay. Any outreach will be very targeted, because it’s about reaching the right people over the most people possible. This isn’t true for non-luxury brands. Research and emulate the approach of other brands in your field, then test slightly different approaches to see what works for your brand.
- Target lookalike audiences: What do your best customers look like? Build out that profile, then target those that look just like them on previously untapped platforms.
- Never leave out a platform in your monitoring of a crisis. You never know where people prefer to receive- or distribute- their information.
The closing keynote on day two from Baratunde Thurston conveyed with humor that digital storytelling doesn’t, in fact, have to be boring.
— Ludic Creatives (@LudicCreatives) September 17, 2014
Check out the posts published on Social Media Today about various aspects of TSSU 2014 from networking to other attendee’s takeaways, as well as the conversation on Twitter. Don’t have time to dig through the whole hashtag? Here’s a Storify from Insightpool, sponsor of the opening night party.
Where you at The Social Shake-Up? Leave your highlights and takeaways in the comments!
We sent our Content Marketing Specialist Sarah A. Parker to The Social Shake-Up in Atlanta, and in her first session she caught this great tip from Andrea Harrison of Rebel Mouse (paraphrased) for crisis communication strategies:
Buy promoted tweets based on the keywords associated with the crisis; that way the first thing people see when they search Twitter for more information is your apology tweet.
That means your first step is still, obviously, to write an apology.
Are you at The Social Shake-Up? If you spot Sarah, be sure to say hi!
Want more on crisis communication tactics on Twitter? Here are 3 ways DiGiorno reacted well to their recent Twitter crisis, as well as some specific tips for airlines and cruise lines dealing with a crisis (part one and part two).
It happens. Brands tweet first and check the meaning behind a hashtag or topic later; never a good idea. The latest installment came from DiGiorno Pizza when they jumped on a trending hashtag without checking its origin first:
Unfortunately, it was a hashtag on which women were sharing their experiences with domestic violence. When many who saw the tweet reacted with the kind of snark DiGiorno is known for, saying there would soon be an opening for a new social media manager, the brand took action immediately. While it’s important to have a social media crisis communication plan in place, brands also have to act on any unique situation that presents itself in a way that best reflects their brand values.
DiGiorno did three things right immediately to take control of this potential social media crisis.
1. Deleted the offensive tweet, immediately.
Although things can never be permanently deleted in an age of screenshots- like the one taken from the Huffington Post article detailing the offensive tweet in question, above- taking the action alone signals that a brand understands that they have done something wrong and that they are taking action to right it. An important first step in the right direction, provided it is done immediately. Waiting to delete a tweet until intense backlash builds signals that a brand doesn’t think they’ve done anything wrong, or doesn’t care enough to do anything about it.
2. Apologized, and then reiterated the apology.
Immediately after deleting the tweet, DiGiorno followed up with an appropriate apology:
A million apologies. Did not read what the hashtag was about before posting.
— DiGiorno Pizza (@DiGiornoPizza) September 9, 2014
And a day later they reiterated it:
We heard from many of you, and we know we disappointed you. We understand, and we apologize to everyone for this mistake.
— DiGiorno Pizza (@DiGiornoPizza) September 9, 2014
DiGiorno is working to communicate that they understand the magnitude of their mistake, and they know it cannot be fixed in a single tweet. Or even with two. Which brings us to the third thing they did right.
3. Personally responded to those who were offended, individually.
Most brands delete an offensive tweet, apologize, and lay low before moving forward when enough time has passed. DiGiorno took things a step further and reached out individually to Twitter users offended by their tweet:
That takes a lot of time, and shows that DiGiorno takes their fans, followers and customers seriously. They are willing to respond to those who have reached out to them with concerns – and not simply with a canned, repeated answer.
The bottom line.
This is a powerful lesson for brands: Take the time to research any trending hashtag or topic before joining the flow of conversation. As DiGiorno said above in one of their individual response tweets, that’s an inexcusable and highly avoidable mistake. But mistakes happen; and DiGiorno owned up and made amends as quickly as possible. DiGiorno did that part right.
Want to make TweetReach a part of your social media crisis plan? We can help: Using TweetReach to monitor a social media crisis. And talk to us if you’d like to start monitoring tweets about your brand.
We’re proposing two panels for next year’s SXSW conference, and if you like the sound of either one, we’d love your vote!
At SXSWi 2013, Jenn Deering Davis, one of our founders, gave a presentation about how Twitter has changed how we watch TV. (Miss it? Listen to it here.) At SXSW V2V 2014, she spoke on how to Market Like The Movies (Without the Studio Budget). For SXSW 2015 she’d like to take it further and discuss Why the future of film depends on social media.
So why should you vote for her panel proposal? Below is a quick interview that answers just that question, and more:
1. What inspired you to propose a panel around this subject?
We talk a lot about social media and TV. But the film industry has just as important a relationship with social media as television does. I’m interested in discussing the particular challenges and opportunities movie marketers face with social media. What impact do sites like Instagram, Snapchat, Tumblr, Facebook and Twitter have on how fans engage with their favorite movies? How can we use social media better to market movies? How is #SocialFilm different from #SocialTV?
2. What makes you qualified to discuss it?
At Union Metrics, we’ve worked with thousands of brands and agencies to help them measure and improve their social media activities. I’ve personally dealt with many entertainment brands, including TV networks, movie studios, production companies and agencies, to help them understand Twitter, Tumblr and Instagram. I also have a Ph.D. in Organizational Communication & Technology from the University of Texas at Austin, where, among other things, I studied the intersection of pop culture and technology. Not to mention, I love movies and probably watch way more than I should.
3. What would you hope attendees take away from your panel?
I hope attendees will better understand how they can use social media to help promote their film projects, maybe be inspired to develop creative social campaigns of their own.
If that sounds good, you can vote for it here. And look out for an interview with Union Metrics CEO Hayes Davis on his panel proposal: Something from Nothing: Bootstrapping Your Startup.
While Twitter, Instagram, and Tumblr are the main three platforms brands tend to work with, other brands are making strides in places like Snapchat and on Pinterest. If you have the resources to play around with these platforms in addition to the big three- or if you know that’s where you audience spends a large amount of their time- take the opportunity to see what you can do in these places to supplement and enhance everything you’re doing elsewhere. They’re particularly fun platforms to utilize in a cross-platform campaign.
We’ve covered the basics and specifics for brands on Snapchat, as well as showing which brands are using it well. Snapchat is a perfect way to keep in touch with event attendees in a lighthearted way throughout a conference; you can send snaps showing upcoming events, or recapping a session or a cocktail party. You can ask for snaps back in order to share free drink tickets or admission to a packed keynote; your creativity is the limit on Snapchat in terms of interaction with your followers. Like Instagram, it’s a great way to show off the atmosphere and get future attendees more interested in booking their trip for the next year.
It’s also a great way to foster conversations between attendees; intimidating names in a field can seem more approachable to build a connection with when they’re willing to send a silly snap.
A snap from Mashable attending a Google event in San Francisco.
Just be sure you’re letting attendees know ahead of time across your other platforms that you’re on Snapchat, because most won’t think to look for you there. Having signage up around your conference will also let attendees know where to find you across platforms, and keep official hashtags in play, making post-event tracking easier for you!
Pinterest is a great way to help attendees get organized around a conference; build boards for them so they know what to pack, and what sites to see around town if they decide to come a few days early or stay a few days after. You could even encourage speakers to build their own boards around their areas of expertise, driving traffic back to their sites and letting attendees have a better idea of who they are and what their professional and personal focuses are.
An example of a Pinterest board from SXSW, showing off photos from Instagram and helping attendees figure out what to pack.
The number and variety of boards you want to build up for your event is up to your creativity, time, and resources. Also keep in mind that Pinterest is great at driving sales, so pinning books your speakers have written after an event is a good idea as well as the same kind of snappy visual reminders you put on Instagram around deadlines for ticket prices.
The bottom line
The bottom line remains the same as in our previous post covering the big three social marketing platforms (aside from Facebook): Play to the strengths of every platform you have a presence on, but especially with these two, don’t be afraid to get creative and have fun.
If you have any questions or examples of great conference marketing we missed, please leave it in the comments!