Ruth Galpine, a marketer on one of our exhibitions TFM&A, had set up a Twitter account but it was evidently not thriving (disclosure: my colleague). So we asked ourselves six questions of her Twitter activity. Within days, leading people in her community were reTweeting her Tweets.
This is her story.
We decided to start using Twitter as an additional “channel to market” for our forthcoming exhibition. With little previous experience of social media marketing or of Twitter, it started as a learn-as-you-go immersion. And, as we discovered, full of the classic social media ‘marketing’ blunders!
At first we naively saw Twitter as an additional marketing channel through which to push our event messages. Our initial Tweets were dry snippets of information about the show. All was good, we thought, as our initial followers were people already on our show database. But we didn’t seem to be getting any viral growth.
“Why not?” we thought.
“How can we get more reach into Twitter; how can we build a community and how can we encourage them to push TFM&A to their communities?” So we went through the following process. Why don’t you try it?
1 Have you asked yourself “what is your community”?
Our initial assumption on our community was that it was “anyone who is interested in TFM&A”.
Hmm, that’s not really a community, is it? TFM&A has a diverse range of audience groups within its attendees and any one of them is a community. We chose to focus on the marketers who would be interested in the show, and within them, those with an interest in social media. After all, they were more than likely to be on Twitter already!
2 Have you done research so that you do not overlook the social network the community is already in?
We hadn’t had time to do much research into this. So we went with our intuition and reckoned that social media marketers were more likely to be already on or interested in Twitter than your average person.
So that was that! A quick look at our followers on Twitter Sheep just 2 weeks later reassured us our assumption was a good one!
3 Have you been listening to the conversation in your community?
Again, we hadn’t been doing enough of this but now we have, we know how invaluable it is!
A few quick look-ups on Twitter Search showed us a wealth of “chatter” about our show – from exhibitors discussing what they were doing at the show; potential visitors asking if each other would be there; plus people asking us questions on what was at the show. Great – now that we knew who was talking about us, we could join in the conversations!
4 Have you been sending out only Tweets pushing the brand?
Yes, we had… guilty again!
We read John’s post on his blog – Six types of Tweets if you Twitter every day. We also realised that the TFM&A website already boasts a social media news feed of real value to our community. We realised we could send out Tweets linking to that. And, it worked! Three reTweets from just the first few Tweets.
We had finally gone viral!
5 Have you set up a hash tag identifier?
A what? A hash tag identifier is a short word or acronym that you attach to every Tweet you make – you encourage those tweeting about you and re-tweeting you to use it, helping you to track ‘chatter’ on Twitter Search.
We went with #tfma but people were using TFM&A as well – that is what the show is commonly named. Having both enables us to cover our bases.
6 Have you thought how you will assess your effectiveness?
A quick five-minute check each morning on Twitter Search and typing in our show keywords – TFM&A, tfma_event and #tfma – and we can see the increasing growth of the TFMA Twitter in our community.
See how well TFMA is doing in real time.
Do you have a story about how you have changed your use of Twitter?
Photo credit: Dappers