Last week I blogged about implementing a paid search campaign to market your events. As most event planners (and marketers) know, however, a successful marketing campaign will utilize several channels to reach your audience. One of the hottest channels for doing this right now is Twitter.
For those still unfamiliar with this social networking tool, Twitter is basically a micro-blogging service where users can send and read updates (or tweets) that more or less answer the question, "What are you doing?" These text updates can be up to 140 characters in length. Users of all kinds have found a home on Twitter, and now you can find anyone from from Joe Smith to Dell Computers. A large number of meetings and events are also now on Twitter.
Now that you have some background on what it is, let's consider how to make the most of Twitter for your event promotion. Here are my five tips:
1. Post updates about your event website/online registration. This may seem like a no-brainer, but because it's one of the most critical ways for event marketers to use Twitter, it has to be mentioned. First, when you set up a Twitter account for your event, make sure to enter your event website into the URL section. That way your website will be visible on your profile at all times.
Remember that tweets about your website and registration should not be a one-time occurrence. Keep followers updated about when you've added your event agenda to your website, or when the deadline for early-bird registration is about to expire. Include the relevant links (event website or online registration page) every time, too—you don't want to make your followers work to find the relevant content your posting about.
2. Offer special promotions. Especially in today's economy, deals and promotions can be a great way to garner buzz (and registrants) for your event. For example, ASAE & The Center's Springtime Expo published a Tweet about a special discount code for registrants to sign up and get free brunch.
3. Ask for feedback and suggestions from followers. Attendees like to know they have a part in the shaping of an event. After all, they are the ones paying the registration fees, travel costs, etc.—shouldn't they be guaranteed to get something valuable out of attending?
Twitter can be a great way to get input from attendees. Ask questions about anything from what dish should be served at dinner to suggested topics for breakout sessions. You can solicit "Yes" or "No" answers or ask open-ended questions. Applications like twtpoll make it easy for you to survey your followers.
4. Post content, not just marketing speak. I know this post is about marketing your events on Twitter, but the fact is that marketing on Twitter and marketing in, say, a newspaper, are different. Twitter provides a continuous stream of information. If you want people to get interested in that information, it better be timely, interesting and varied.
Don't make your entire Twitter profile full of "Register here," "Attend this," and "Sign up today." Let your followers know what your doing, whether it be debating between two venues or checking the registration numbers for the day. Better yet, share resources and post links that are relevant to your event and its purpose. This will foster a discussion among you and your followers, who will look forward to your updates, not just see them as marketing spam.
5. Monitor you event in the Twittersphere. If you're asking for feedback and posting interesting content on Twitter, then it's likely other Twitter users will be talking about your event, asking you questions or offering feedback. Twitter should not be a one-way conversation! So make sure you keeping track of what's being said about your event and join in the conversation when it makes sense. It can be as simple as answering a question about a session time or letting users know you appreciate their attendance. ACTECONNECT did a great job of responding to its followers.
You can monitor your events and meetings on Twitter using its search feature or services such as Twilert. Real-time applications such as Monitter are also a great way to stay in the know.
For those still unfamiliar with this social networking tool, Twitter is basically a micro-blogging service where users can send and read updates (or tweets) that more or less answer the question, "What are you doing?" These text updates can be up to 140 characters in length. Users of all kinds have found a home on Twitter, and now you can find anyone from from Joe Smith to Dell Computers. A large number of meetings and events are also now on Twitter.
Now that you have some background on what it is, let's consider how to make the most of Twitter for your event promotion. Here are my five tips:
1. Post updates about your event website/online registration. This may seem like a no-brainer, but because it's one of the most critical ways for event marketers to use Twitter, it has to be mentioned. First, when you set up a Twitter account for your event, make sure to enter your event website into the URL section. That way your website will be visible on your profile at all times.
Remember that tweets about your website and registration should not be a one-time occurrence. Keep followers updated about when you've added your event agenda to your website, or when the deadline for early-bird registration is about to expire. Include the relevant links (event website or online registration page) every time, too—you don't want to make your followers work to find the relevant content your posting about.
2. Offer special promotions. Especially in today's economy, deals and promotions can be a great way to garner buzz (and registrants) for your event. For example, ASAE & The Center's Springtime Expo published a Tweet about a special discount code for registrants to sign up and get free brunch.
3. Ask for feedback and suggestions from followers. Attendees like to know they have a part in the shaping of an event. After all, they are the ones paying the registration fees, travel costs, etc.—shouldn't they be guaranteed to get something valuable out of attending?
Twitter can be a great way to get input from attendees. Ask questions about anything from what dish should be served at dinner to suggested topics for breakout sessions. You can solicit "Yes" or "No" answers or ask open-ended questions. Applications like twtpoll make it easy for you to survey your followers.
4. Post content, not just marketing speak. I know this post is about marketing your events on Twitter, but the fact is that marketing on Twitter and marketing in, say, a newspaper, are different. Twitter provides a continuous stream of information. If you want people to get interested in that information, it better be timely, interesting and varied.
Don't make your entire Twitter profile full of "Register here," "Attend this," and "Sign up today." Let your followers know what your doing, whether it be debating between two venues or checking the registration numbers for the day. Better yet, share resources and post links that are relevant to your event and its purpose. This will foster a discussion among you and your followers, who will look forward to your updates, not just see them as marketing spam.
5. Monitor you event in the Twittersphere. If you're asking for feedback and posting interesting content on Twitter, then it's likely other Twitter users will be talking about your event, asking you questions or offering feedback. Twitter should not be a one-way conversation! So make sure you keeping track of what's being said about your event and join in the conversation when it makes sense. It can be as simple as answering a question about a session time or letting users know you appreciate their attendance. ACTECONNECT did a great job of responding to its followers.
You can monitor your events and meetings on Twitter using its search feature or services such as Twilert. Real-time applications such as Monitter are also a great way to stay in the know.
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