This tweet for a movie preview of The Amazing Spiderman 2 is an example of how to embed into a conversation, even as widely followed as the Super Bowl
"To make great content, make it for your customer or your audience, not for yourself." -Gary Vaynerchuk
That Gary Vaynerchuk quote can easily capture the essence of a "Positive TwitterDrop" - when an Twitter follower inserts a comment that ties into an event stream or ongoing related conversation. Admittedly the phrase Twitterdrop has a negative connotation - it is used for poor-behaving Twitter users who pretend to be in conversation with someone when they are not.
But to be positive in most people's eyes, apply a festive mood to events in which the conversation is taking place. The images in this post contain positive examples to join a conversation. The key to success is selecting events based on the persona of your desired customers.
Does your customers enjoy American Football? The Super Bowl is fast becoming the event of choice. Or does your customer enjoy "Football" - aka soccer? The World Cup fits the bill.
But if your events are on a smaller local scale, the same technique applies. Consider joining the conversation about that event.
Here are a few other ideas on how to do a PT - a Positive TwitterDrop
- First develop a list of events that are covered in Twitter - determine if those event are worth establishing TwitterDrop coverage. Embed on event with a collective shared value of your target demographic. An event can have a local collective meaning well suited to build awareness in a local market, or a national collective meaning well suited for your products and services.
- Use Twitter Analytics geography reporting to see if your followers matches closely in location with the events location. You can also determine if follower interest is a potential match. If possible, take time prior to a elected event to engage people from the regions or associated topics that
- You can also use Bottlenose to search any associated hashtags - for example, the SuperBowl typically uses a variation of #sbXX where XX is the number of the super bowl. Thus Super Bowl 49 is #sb49
- Have live support ready - be it yourself for a solopreneur, selecting panels at an expo to participate, or having a support team that handles your social media. The purpose it to spot and respond to comments shared online. Use a dashboard such as Hootsuite or Tweetdeck to create a dedicated twittersteam bases on the event hashtag.
- That aforementioned support must be creative relative to the event. The embed team should have a sensibility about the event in which the campaign will be embedded in. That awareness helps to not only spot an opportunity but to create a witty insertion.
- Monitor website analytics to see if participation in a Twitter-based event lead to better exposure to conversion goals. Use social reports in Google Analytics and set annotations notes that coincide with the dates of TwitterDrop events. Doing so highlights the best
- Despite an urge to mention a product, consider subtle tactics and avoid hard sells. Aim for humorous reminders of what makes your product or service worthwhile.
