HOWTO: Run a Twitter Tailored Audience Ad Campaign

ajay

By Ajay Mathur

Twitter recently introduced the ability to place ads in the timelines of people you specify. This can be a great way to drive registrations for your event if you have a list of twitter accounts you want to target.

Here are the steps you need to follow...

1. Go in to your Twitter Ads account, https://ads.twitter.com, and create a new campaign or edit an existing one and scroll down to "Select additional targetting criteria" and select the "+ Add tailored audiences" option.

Step 1


2. Select the "Create a list audience" option.

Step 2


3. You will be taken to a page to "Create new list audience". Give your audience a name e.g GleanIn Prospects. Under "What kind of records will you upload?" select "Twitter usernames".

Upload your datafile (if you are using GleanIn prospects this will be the file we have sent you) and leave the "the records in this data file are already normalized and hashed using...

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Case Study: The influence of speaker engagement on Twitter

Simon

By Simon Reeve

As event marketers we’re effectively salespeople, selling the prospect of attending the event and that a day out of the office will be great to find new suppliers, meet existing contacts, and get inspiration from an educational seminar programme. 

This job of event marketing is becoming increasingly difficult, prospective visitors are becoming more able to switch off our marketing messages, increasingly distracted with other things going on in their work-life, and they’re tired of being sold to.

What if those prospective visitors were more likely to listen to someone else, someone they know, they respect, and they look up to. Social media has given us this wonderful opportunity of tapping into other [influential] people’s networks, which was much more difficult to do before the rise of social media platforms such as Twitter.

This influencer marketing should be a solid approach for event marketers, and a quick browse through...

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The 5 approaches to your social marketing

Simon

By Simon Reeve

Creating a strategy for your social marketing efforts isn’t easy. Where do you start? You’re likely to have your overall marketing strategy in place, you know your goals, objectives and target audience for this year, but where does marketing through your social channels fit into the mix?

We’ve mentioned before about social media being overlooked as a bit of a nice-to-have, but we think social should be moving up the exhibition marketers priority list. If social is taking a back seat for you, knowing and understanding these 5 approaches will help you put aside more time to create meaningful objectives for your time spent on social…

1.    Brand Maintenance

This is the core approach of your social marketing efforts. Brand maintenance should be bubbling away in the background at all times. It’s all about being on the right platforms suitable to your industry, and then listening. Listening to what is being said about your...

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Twitter: The Right Approach!

Simon

By Simon Reeve

Last summer I made the move from a traditional exhibition marketing role to a client-focused community management role here at GleanIn. Since then I’ve had the unique opportunity to work on social campaigns with lots of different marketing teams.

Previously I worked in a small team across many different campaign elements, and to be honest, mainly due to resource, our social marketing strategy took a back seat! Social marketing is often misconstrued as a "nice to have" customer service channel, and is not always strategically planned out as well as other marketing communications such as email, advertising and direct mail.

This article Four Trends and Predictions for B2B Social Media in 2014  identifies a big trend for 2014 being “B2B brands to integrate social media with the overall marketing function”, I think this hits the spot and there is little evidence of this as yet in the events industry, I mean, we all plan our email...

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Ten tell-tale signs of a Twitter twit

Simon

By Jim Mortleman

Tweeting seems so simple. Surely there’s not much that could go wrong in 140 characters? But you might be surprised at how many mistakes are made by the uninitiated and unwary. We’ve covered many of them in detail in past blogs, but here we round up ten of the most common errors you’re likely to encounter.  Be sure you don’t make them yourself.

Repellent repetition

Plenty of corporate timelines are full of repeated tweets, as marketers strive to shove their latest content, press releases or promotions in the face of as many followers as possible. Even if you word them all slightly differently, it doesn’t detract from the distaste felt by anyone scanning your timeline. Don’t do it, unless for some perverse reason you want to put off any potential new followers.

Crummy conversationalism

We’ve said it before and we’ll no doubt say it again: Twitter is a conversational medium. Too many corporate accounts tweet...

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Leverage your speakers on Twitter [100 word blog]

Simon

A big pull for many exhibitions is the high calibre speaker line-up. Landing the leading industry figures is great, but how do you leverage them to provide that extra pull?

Our previous blog Get Your Speakers Tweeting gives some great detailed advice, but here are our Twitter tips:

  • Follow and listen to your speakers
  • Share their content if it's relevant to your audience
  • Ask them to engage and use your hashtag
  • Promote their presence at the show

This engagement will leverage your speakers to create a ‘buzz’ around the event and connect you to those you most want to attract.

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The Word on the Tweet...

ajay

We’re always being told social media marketing is all about tapping into the power of ‘word of mouth’. The media love to highlight viral and overnight successes fuelled by online people power. A heartfelt, independent recommendation is clearly going to carry more weight than a sales pitch - especially on social media, where traditional marketing is often frowned upon by users. But if you expect to fire off a single tweet that suddenly gives your event viral exposure, then you’re setting yourself up for disappointment.

Disastrously obsessed by going viral, the marketing team created a virus.

Disastrously obsessed by going viral, the marketing team created a virus.

In the physical world, most event professionals will have seen the word-of-mouth effect in action at their shows. Word often spreads quickly about an exciting new product being exhibited on one of the stands, or about a brilliant talk given in one of the keynote theatres. That’s hardly surprising. Events have a high concentration of people with shared interests...

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Being Human: The Key to Tweet Cred

ajay

If you want to succeed on Twitter, credibility is key. People will only follow you and read what you say if they believe it. In past blogs we’ve talked in some detail about the importance of engaging with people conversationally, and about building kudos by being a considered curator of content. However, the key to maintaining your credibility ultimately hinges on your ability to be as human as possible on the service.

People in a pantomime horse

Show off the humans not the corporate bull. Maybe get them to take stockings off their heads first.

“Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.”

 

The above quotation comes from the introduction to The Cluetrain Manifesto, a collection of statements penned and published online almost 15 years ago which outlined how the evolving Internet...

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Twitterish Allsorts

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10 Flavours of Tweet

If you’re new to Twitter, you might think 140 characters doesn’t give you much to get your teeth into. But once you’ve been dipping in for a while, you’ll realise tweets are a mixed bag. The tastiest crackle and fizz, or give people something to suck on, or chew over. Others may look strange and unappetising, but can be deceptively moreish. Meanwhile, the worst will leave a nasty taste in the mouth and you’ll quickly learn to avoid them. We’ve picked out 10 of the more common flavours of tweet and ask whether event organisers should be dishing them out to others or spitting them straight in the bin.

Take time to hand craft the occasional tweet

Hand crafting tweets. For Pigeons. Big, strong pigeons.

1. Hand-crafted tweets

When digesting tweets, the hand-crafted variety always goes down best. In the hands of the right Twitterer, they can be informational, conversational, insightful and/or witty. More than any other flavour, original tweets are what will build your...

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Simple steps to Twitter security

ajay

Q: What do the Associated Press, Russell Crowe, Sky News, ITV, the BBC, Burger King and Jamie Oliver all have in common? A: They’ve all recently had their Twitter accounts hacked.

Men laughing at ridiculous password choice

"Turns out he was using 'password' - with a zero!" 

The news organisations were victims of a spate of attacks in May by politically motivated Syrian hackers, who tweeted messages in support of President Assad. In February, Burger King’s feed fell victim to pranksters who replaced the company’s logo with that of McDonald’s and started advertising their arch rival’s food. And just last month, Jamie Oliver’s account was compromised by a spammer advertising diet pills, while Russell Crowe’s was taken over by someone who tweeted a pornographic photo.

While no high-profile events we’re aware of have yet fallen foul of headline-hitting Twitter hacks of this nature, it’s probably only a matter of time. And there are plenty of attacks...

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Share - But Not Alike

ajay

It’s hard to find a website or app these days that doesn’t scream at you to share content. Buttons and icons abound enticing you to tweet or like this, pin or +1 that. While it’s good to share, it’s also fair to say you can get too much of a good thing. If you’re relatively new to Twitter, it can be hard to understand exactly what content you should be sharing, not to mention when and how. But before we talk about sensible content-sharing strategies, it’s worth running over some of the dumber ones.

There are many ways to share

What & how you share on Twitter says a lot about you.
Erm... as does your swimwear.

The scattergun sharer

It’s easy to spot scattergun sharers. Their Twitter timelines read like a tedious log of their entire online life: ‘I just read this article...Here’s a video I just watched...I just ordered pizza...I just checked in here...I just liked this LOLcat...’ The most likely response to these brokers of banality is, of course,...

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Tweet the Press

ajay

Here at Glean.in we love to enthuse about the benefits of social media, but that doesn’t mean we think you should ignore more traditional media in the quest to promote your event. As any marketer worth his or her salt knows, a mention by a prominent journalist or outlet covering your event’s sector can be an extremely effective way of raising your show’s profile. But how do you get them to notice you in the first place?

bird of paradise display

How will you court traditional media?

The first thing to be aware of is that distinctions between traditional and social media are blurring at the edges. Plenty of ‘traditional’ outlets like trade magazine websites now incorporate social media elements - blogs, comment threads on stories, discussion forums, Twitter feeds and so on. Even where they don’t, some of their journalists are likely to be active twitterers. Likewise, many of the more influential figures in social media - prominent bloggers, tweeters, etc - have just as...

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Get Your Speakers Tweeting

ajay

Securing a great line-up of expert speakers for your event is one thing, but are you making full use of their potential to help you market the show effectively to would-be visitors? In most professional sectors, the kind of presenters you’re signing up may well be active Twitterers - particularly if they’re regulars on the speaker circuit.

Your Speakers Have Their Own Audience

Your speakers should be telling their audience they're speaking

Specialist speakers often attract a concentration of followers with a professional interest in their field of expertise. Getting them to tweet about your event can bring it to the attention of precisely the people you want to woo. Remember, it’s not about the total number of followers a speaker has, but the number matching your target demographic. A big-name celebrity might have tens of thousands of followers, but only a handful might be interested in your event. Conversely, although a specialist speaker might only have a few hundred followers, a much larger...

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Choosing an Event Hashtag

ajay

This may sound like a simple task, and if you're a Twitter aficionado confident in marketing your event on Twitter it probably is. However, if you're not confident or haven't thought about it yet, here are some simple tips for choosing and using your hashtag. Choosing a hashtag for your event is one of the easiest and most powerful things you can do to help your event on Twitter. It doesn't cost you anything, it doesn't take long, and you can do it right now. In this blog post I'm going to cover:

  1. Why you should choose a hashtag
  2. How to choose a hashtag
  3. Ideas to promote your hashtag
  4. Managing your hashtag

If you're not quite sure what a hashtag is here's Twitter's definition and one from Wikipedia. An example hashtag is #followfriday, it is used by people to recommend Twitter users to follow - originally on Fridays.

Why Choose a Hashtag?

Hashtags are how people follow the tweets on a subject. They are a part of Twitter and most users will be...

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