Virtual Event Success

A few weeks ago, I used a Twitter Hashtag called #smmb during my virtual event called Social Media Marketing Blueprint. Towards the end of the live call, it became a trending topic on Twitter Search. That means it was one of the Top 10 most talked about topics on Twitter.

Making the top 10 trending list on Twitter is key as it brings additional traffic to your event. If it makes the trending list, it means that there’s a buzz going on and people will want to know about it. The curiosity prompts people to follow the conversation on Twitter which then prompts them to register for your event.

About 2 weeks after the Social Media Marketing Blueprint teleclass, I ran another virtual event called Social Media With Curves using the hashtag #smwc. This event also become a trending topic on Twitter Search.

Here’s the screenshot from Current.fm which tracks trending topics on Twitter on a hour by hour basis. You’ll see my event #smwc listed below under Blu-ray, Dark Knight and Santa.

I’ve been trying to figure out the best practices when using hashtags as this is now the 2nd event I’ve hosted that has made the top 10 trending list.

The problem is that both events had totally different factors:

1. Both were run at different times. I ran the Social Media Marketing Blueprint call in the morning at 11am EST, while the Social Media With Curves was held in the evening at 8pm EST.
2. Both had different price points. The Social Media Marketing Blueprint call was free while the Social Media With Curves event was $27.
3. Both had different number of participants. Over 300 people registered for the Social Media Marketing Blueprint and we maxed out all 200 phone lines. The Social Media With Curves had just under 100 people registered with half calling into the live event.

How does one then become a trending topic on Twitter so you can boost attendees to your event (virtual or offline)?

• Encourage interaction. The reality is that people are not 100% focused on any particular session at an event. So, celebrate the multi-tasker and encourage attendees and speakers to tweet their reaction to the event. In essence, encourage everyone listening to pass notes during the session.
• Teach what hashtags are all about. Not every Twitter user understands what hashtags are or why they are important. Spend a minute at the beginning of your event explaining this. Your attendees will reward you with loads of tweets.
• Just pray that a major news event doesn’t trump your “trending topic” attempts. I’ve been fortunate that there wasn’t a plane crash, an Obama muckup or a Britney Spears melt down during my events. It helped me to ascend to the Top 10 trending topic list with ease.

The first time, it’s a fluke. The second time, it’s a curiosity. The third time, it’s a system. Let’s see what happens when Part 2 of Social Media With Curves rolls around on December 16, 2008.

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