Sandra Vogel editor-in-residence issues her survival guide for live tweeting.
- 500 million tweets are sent every day
- 5,787 tweets are sent every second
- 326 million people use Twitter every month
There are some more mind-blowing stats here.
Now, of course we’re not all exposed to every tweet. But sometimes it is necessary to tweet on behalf of a client, and these are useful stats to bear in mind. Here are two more:
- The half-life of a tweet is apparently 24 minutes. If people haven’t read your tweet within half an hour, then the averages suggest they are not likely to get to it, because a tweet gets half of all its interactions within half an hour of being posted.
- Tweets with an image get 55% more engagement. So the image can matter even more than the words.
Nowhere is tweeting for a client quite so important and quite as stressful as when you are live tweeting an event. There will be a lot riding on what you do because live tweeted events can deliver great profile and original and interesting content. Events can be fast and furious, and it’s not easy to stay on top of everything. You only have one opportunity to get things right – or wrong.
Ten things you can do before you go live so you don’t die trying:
- Get the detailed insider version of the event programme, including whether there are to be any special announcements or launches that the public won’t be privy to till they happen because they won’t be on the public programme. You can pre-prepare a tweet or two with appropriate images so you are not caught on the hop.
- Know exactly who is speaking or otherwise on stage at every moment. Prepare a file that includes their name – spelt correctly – their job title in full, their Twitter handle and any other Twitter handles associated with them – the obvious one is their employer, but there may be others as well. Include any nuggets of info that might be useful for a tweet. Make this file something you can easily access at the event so you can flick in and out of it when you need to.
- Get the lowdown on any special announcements taking place both within and outside of scheduled sessions. If awards are being given get the list of winners, nominees and runners up – whatever is going to be announced live. Get photos of the people in case it’s not possible to take or otherwise obtain live shots at the time. Pre write your tweets and they will be ready to check through and fire off as announcements are made.
- Get as many graphics as you can. Are there slides from presentations that will be useful in a tweet? Get them. You don’t need to have tweet prepared and ready to go for every image, but the images may prove useful to have when you are live tweeting especially if it is tricky getting live photos.
- Prepare at least one tweet for every session you are covering. You might not use it on the day, but then again it might just be what you need to get you out of a problem moment.
- Sort out your hashtags. There will likely be several hashtags that will be in use over the course of the event. Agree the list with your client and anyone who you expect to be tweeting the event live from the client side. If some hashtags must be used in particular sessions, make a note of that beforehand in the same document you’re using to store the speaker details. Keep it structured so it’s easy to find what you need when you need it at speed.
- Set some standards for language and tone. The client may already have some agreed forms of words or phrases – make sure you are fully aware of them and if you think you might lose touch with them in the heat of the moment during the event, put them in your handy reference document. Agree too on the use of punctuation (exclamation marks are the domain of 13 year olds, not professionals), any acceptable or non-acceptable abbreviations, and any words that are never to be used and so on.
- Have an open discussion with the client about logistics – Have an open discussion with the client about logistics – who is tweeting, what are they tweeting, how are you going to divide and conquer? When are you going to get your breaks? Sometimes a client is looking for back-to-back live session coverage. Is that practical? Plan your schedule carefully. You can’t be in two places at once – so where will you be? If two or more sessions running at the same time need to be live tweeted how is that going to happen? Get full sign off on the schedule.
- Do you need access to a backup person or even two – maybe back at the office – who you know will be on hand to do whatever you need from double checking facts to doing on the spot research or taking over from you if there is an emergency?
- Finally, think about what might go wrong and set things in place to head problems off before they happen. Preparation will help you deal with on the day problems either because you’ve already thought of them so they’re not problems at all, or because the process of all that preparation has given you added confidence that you can handle anything.
Eria Odhuba, resident analyst relations lead reviews the ‘dos and don’ts’ for getting the best out of the mighty trade show.
|Sibos – comes round quicker than Christmas|
So I’ve just been to a couple of big industry events, and it got me thinking about the preparation exhibitors need to do to make them worthwhile. I am going to use Sibos 2014, this year in Boston, as an example here as I have shed so many tears getting clients Sibos-ready over the years.
Obviously there are many exhibitors who have got Sibos running through their veins and if they had time, could write this post with their eyes shut, but here’s a guide for Sibos newbies, or a useful checklist for the seasoned salts.
What are some of the issues with events like Sibos 2014?
- ROI – if you’re going to exhibit, you want to make sure you recoup your costs and some! It’s a very expensive line item, the return needs to be quantifiable and equally impressive.
- Poor preparation before the event – If you don’t plan your communications and resources properly, you will look amateurish and it will show compared to those companies that have this event down pat.
- Being heard above the white noise – if you don’t know your key message, if it’s not relevant, fresh and exciting, then you won’t get heard.
- Thinking lead generation begins at the event – People come to Sibos to continue conversations, not to start them, Sibos needs to be the culmination of a campaign that results in a face to face meeting.
- Recruitment consultants – not much you can do about this. I remember a consultant at Sibos who told me, at a party, that he had received or processed CVs for about 25 people in the room. The recession is over; it’s a seller’s market.
What should you NOT do before Sibos 2014?
- Panic (!) i.e. wait until it is too late before preparing for the event.
- Keep your head in the sand and ignore industry trends leading up to the event – you need to know what pain delegates are feeling so you know what your products and services best address it.
- Miss the opportunity to try and connect with signed-up delegates before the event (more on this later).
- Prepare conference material that is bland or off topic.
How should you prepare for Sibos 2014?
- First of all, you need a three-month activity timeline with specific actions and deadlines, allocating responsibility for each action. So, with Sibos 2014 in October, you need to start planning now, July.
- If you’re reading this and you haven’t booked your hotels and flights yet, suggest you stop reading right now and get on it 🙂
- To stay ahead of the game, read the Sibos 2013 summary by Aite Group here and other post-event summaries.
- Read Sibos Issues and other news to understand what people will be talking about this year. Don’t repeat the last year’s messages or themes – find something new and relevant to attract attention in the lead up to the event. If you can’t figure out how to articulate your value proposition, get help.
- Think how this event falls into your sales funnel. Identify key prospects from the delegate list, and plan multi-step communications or lead generation activities to get them to want to talk to you at the event. Each step should add value to the relationship, so use content to increase interest. Get delegates to self-select themselves to contact you for a meeting based on the content you have provided BEFORE the event.
- Plan your press and industry analyst engagements now. Influencers don’t have time to speak to everyone so make sure you know how and what to pitch to them. If you don’t know how, get an expert in. Don’t be unprofessional about this and ignore the value of great influencer meetings.
- Focus on meeting influencers you rarely see, rather than those that are down the road from you who you can catch up with any time.
- Go for feature opportunities that get you in the news the week of Sibos, and make sure whatever news announcement you have is actually informative and not simply white noise.
- Contribute or link to pre-event social media communications to help build your profile before the event.
- Plan your post-Sibos steps now – what content or steps will you follow up with and who will be responsible for these steps? What you do after the event is even more important if you want to convert prospects into sales?
What to do at Sibos 2014?
- Make sure you set time and proper spaces aside to speak to delegates you have meetings planned with.
- Document your meetings and make someone responsible for managing follow up actions.
- Plan how each contact will be communicated with after the event and when.
- Get someone to walk the floor to see what other exhibitors are displaying. You need to understand what competitors are saying and how they might be getting their message across.
- Have content that is sharp and precise enough for someone to read in two minutes that would make them want to ask questions.
- Enjoy yourself; ergo no rest for the wicked!