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This article contain recommendations to help you use Twitter to promote your event.
Pre-Event Promotional Tactics
1. Create a unique hashtag for the event series
Heavily promote the use of Twitter and your hashtag specifically on all web pages, all social media bios, printed materials, event signage, and so on.
Use the hashtag in your pre-event tweets, live event tweets, and post-event tweets. Continue to monitor the hashtag after the event to continue engagement opportunities as long as possible after the event.
2. Create a Twitter Chat
Create and promote a Twitter Chat (using the event hashtag) in the run-up to the events to help foster engagement among the attendees. Chats would mirror the theme of the events. Email outreach with speakers, attendees, partners and stakeholders could be done in advance of the chats to encourage participation.
3. Ask for Twitter Handles on Registration Page
Consider asking for Twitter handles on the event signup page. Then create a Twitter List and follow all attendees on Twitter. Spend some time in the weeks leading up to the event engaging with those on the list.
4. Put a “Click-to-Tweet” button on the Thank-You Page
Put a “Click-to-Tweet” button on the registration Thank You page where registrants can tweet something like “I just registered for #XYZ_Event. Will we see you there?”
5. Create Several Iterations of Copy and Copy + Image Posts
Create several iterations of Twitter copy and copy + image posts promoting the event. Start posting about the event 4-6 weeks in advance of the event. Feel free to post earlier if there is an early registration promotion.
Alter the copy/images of the event tweets as the event gets closer to highlight a sense of urgency.
In addition to tweeting about registration solicitation, each week choose a sub-theme regarding the event and tweet about that as well. For example, three weeks before the event, the theme could be the speaking topics where you tweet highlights from the upcoming presentations. You can also use this as an opportunity to engage with the speakers themselves on Twitter in the run-up to the event.
Provide speakers with customized graphics (featuring them) that they can post themselves on Twitter (using your event hashtag).
6. Tweet Videos
Tweet videos from the conference organizers, the CEO, speakers etc. in the run-up to the event.
7. Pin a Great Tweet
About one month before the event, pin one of your promotional tweets to your Twitter account so that it always appears at the top of your feed. Also, consider changing the URL on your Twitter account to the registration page up to two weeks before the event. (Make sure you unpin and the event tweet and change the URL back to your website as soon as the event starts).
8. Engage with Tourism Boards and Destination Marketing Agencies
Engage with Tourism Boards, Destination Marketing Agencies, and Business Development agencies in the cities of your events. They want as many people as possible to know that their city is considered a conference destination location – and they will likely engage and retweet your content – especially if you set this up in advance via email outreach.
9. Email Outreach With Partners
Do an email outreach with other partners asking them to tweet/retweet your content. Make it easy for them to tweet your content by sending them pre-fabricated tweets via a tool like “Click-to-Tweet”. Offer to retweet their content when it’s their turn to promote an event.
10. Add Link and Hashtag to Email Signatures
Add a registration link and event hashtag to email signatures of all staff at least 1 month prior to the event. (Make sure to remove these once the event takes place).
Promotional Tactics During the Event
11. Deploy a Tweet Wall
If possible, work with your AV partner to broadcast a live Twitter stream on public-facing screens at your event. Acknowledge and tag the most active tweeters at the event.
12. Live Tweet at the Event
Live tweet at the event to generate content and interest in your events from your Twitter followers but also to engage with the in-person audience. Highlight and amplify tweets from your audience and speakers, etc. to put the focus on them (but don’t forget to use your event hashtag).
Tweet lots of interesting photos from the event. Candid shots are best – and ask subjects for their Twitter handles so you can tag them in your tweets (they are more likely to retweet your content if they are mentioned by their Twitter handles).
Post photos of the venue and the city and tag both of these entities in your tweets, as well. If you’re tweeting about the city you are in, use the most popular city-based hashtag.
Post live videos of the event and tweet live Twitter polls as well.
13. Use Storify to Collect and Broadcast Event Content
Use the free tool, Storify, to collect and broadcast event content (It requires someone monitoring event content and manually adding relevant content to the Storify “Story”). This collection can then be shared on all social channels and specific contributors can be tagged with a link to the Story on Twitter.
14. Ask for Twitter Testimonials
At the event, ask for “Twitter testimonials” from attendees. Ask for permission to re-use these quotes for future promotions of other events.
15. Tweet a “Thank-You for Attending” Message
Tweet a “Thank you for attending” message as soon as the event ends.
16. Continue Monitoring the Event Hashtag
Continue monitoring the event hashtag after the event and watch for engagement opportunities.
17. Track Engagements
Track engagements for all Twitter posts mentioning the event. Repeat what works best for subsequent event promotions.