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TBEX Europe 2016, How to Trend on Twitter, Michael Collins
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Transcript of TBEX Europe 2016, How to Trend on Twitter, Michael Collins
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How to Trend on TwitterMichael Collins@travelmedia_ie
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Resources• SLIDESHARE – presentation on SlideShare.
http://www.slideshare.net/TravelMediaie • BLOG: http://www.travelmedia.ie/blog/travel-hashtags/
• BLOG: http://www.travelmedia.ie/blog/how-to-trend-on-twitter/
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@travelmedia_ie - #tbex
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Trending?• ‘father of trending’• Abdur Chowdhury• 2006 Summize• 2008 Twitter• main stream media• media look to Twitter• ‘spikes’
"Thank you @abdur for being the coolest scientist I know and for building Twitter search and Trends" - Jack Dorsey.BBC http://www.bbc.com/news/technology-36608936
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Spikes•Not the most / number•But a spike – short shift or change• Ephemeral•Anyone can trend on Twitter
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size doesn’t matter
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7P’s• Proper• Prior• Planning• Prevents• Piss• Poor• Performance
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7P’s• Proper• Prior• Planning• Prevents• Piss• Poor• Performance
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It’s all in the
planning
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Think of trending as an
event - plan, prep,
execute.
e.g. conference, wedding, party, trip
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Build and plan your campaign
around an event, pick a moment in
time.spikes - ephemeral
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How to Trend on Twitter• 3P’s. Preparation, Preparation, Preparation.
• Research handles and hashtags in advance.• Engage with audience in advance. Prep them for the event.
Get them involved. Make them feel part of the event.• Write 90% all Tweets in advance.• Dedicated team. Managing tweets, engagement, RTs etc.
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How to Trend on Twitter• Be ready to react – it will happen very fast.
• Team: separate roles. One tweeting, one reacting, another real-time/quotes/sound bites.• Prizes, Best Tweet.• Ask for questions.• Keep you audience briefed – “we are trending no 4 on
Twitter”……………………
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It’s all in the
planning
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38 pages of pre-written tweets
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* 21/38 page doc* every tweet written* every handle/hashtag
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open Word doc.
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Share Hashtags and Handles in Advance
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Use the Correct Hashtags• Do the research.
• Find out which hashtags have the biggest reach.• Which hashtags are appropriate.• Use established hashtags to promote your event,
to promote your hashtag.
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Use the Correct Hashtags• http://www.travelmedia.ie/blog/travel-hashtags/
• BLOG: What are the most popular and widely used travel hashtags on Twitter?
• Which are the top travel hashtags used on Twitter?
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TweetReachHashTracking
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Expect Mistakes
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RT with the correct hashtag
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Audience• Define and research in advance.• Follow well in advance. Time to follow back.• Engage in advance.• Let them know in advance.• Get them involved. Invite them. Buy-in.• Call in favors. Ask in advance. • Complement people.• Pics / photos. Photographer and videographer.
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Good Tweet?• Clever, relevant, engaging, sharp, snappy, poingnant.• 1-3 hashtags.• Send variations many times (5). • Twitter is ephemeral.• Max 24 hours repeat.• Tag people / organisations in text.• Tag accounts via pics. Max of 10. >140.• Pics, photos, images, native video.
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Good Tweet?
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Take-aways1. 3ps, 7ps.2. Write 90% of your tweets in advance.3. You need a team to manage Twitter on the day.
Dedicated roles.4. Research handles in advance.5. Use the correct/appropriate hashtags. Research reach.
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Thank you• SLIDESHARE – presentation on SlideShare.
http://www.slideshare.net/TravelMediaie • BLOG: http://www.travelmedia.ie/blog/travel-hashtags/
• BLOG: http://www.travelmedia.ie/blog/how-to-trend-on-twitter/
@travelmedia_ie