On-Line Events on Twitter: Long-Live the Tweetchat

By some accounts, the last year has seen digital transformation accelerate by anywhere from 7 to 10 years from where we were in early 2020 at the start of the global COVID-19 pandemic.

We have seen the proliferation of on-line events, meetings conducted on Zoom, and the maturation of the “modern webinar” to a new level of customer engagement.

Thinking back to much earlier in my marketing career, there was a time when things like this were novel and unique; no more!

The Tweetchat Event

One thing that caught my attention recently was a discussion of the “Tweetchat” Event – using Twitter to conduct a conversation between participants with virtually no cost and not requiring an events platform.

A tweetchat is scheduled in advance and may often re-occur on a regular basis at a specific time and day.  A specific discussion topic is chosen, and a moderator manages the conversation and focuses the Tweetchat upon that specific topic.

The “secret sauce” is a specific Twitter event hashtag.  By logging onto Twitter, and searching for the Tweetchat’s unique hashtag, we have a Tweetchat event with little effort (and cost) required.

Of course, promotion in advance is great, using not only Twitter but Linked in, Instagram, and emails. And like webinars and on-line conferences, Tweetchats can be a great “offer” in demand generation including tele and inside marketing/SDRs.

We can share graphics such as charts from research reports, the results of a marketing campaign; basically, anything captured in a graphic image, and video as well.

Tweetchat participants actively engage with other Tweetchat participants using the specific hashtag, and the moderator can easily respond to and add commentary and dialogue as the Tweetchat progresses.

 

And as we enter the post-COVID19 pandemic era, we will see lots of opportunities to continue to leverage Tweetchat events either on a standalone basis or as part of hybrid events, being in-person events and physical events together in a hybrid event model.

Plus, the Tweetchat can be yet another “channel” in our event model as we further embrace true 360 marketing.  Long-Live the Tweetchat!

Best Practice: Dresner Advisory Services #BIWisdom Tweetchat

Dresner Advisory Services has been using Tweetchats for over ten years, likely one of the longest running events of this type in our industry.

At one point done weekly, the team moved to an every other week format recently.

The Tweetchat event uses the #BIWisdom Twitter hashtag and brings a bit of branding with it as well. The Dresner Advisory Services rotates moderators from the analyst team and has included guest moderators, and is joined by a group of participants across many different organizations.

While the bi-weekly Dresner Advisory Services, LLC Tweetchat is now on their annual “summer break”, you can go back and view some of our recent Tweetchat events:

And be sure to check out the 2021 Real Business Intelligence On-line Conference September 21st and 22nd featuring a great faculty of external thought leaders and Dresner Advisory Services analysts.  All ticket sales help benefit charity.  And be sure to join the Dresner Advisory Services team for their free educational Luncheon Learning webinars.

Fred Isbell is Associate Director, Portfolio Marketing for Compliance Solutions Marketing & Strategy Team Wolters Kluwer. He was formerly a Research Director for Dresner Advisory Services. Fred was with SAP Global Marketing as Senior Marketing Director & BMO Lead. He also led SAP Services North America Field Marketing, SAP Services Thought Leadership, SAP Services Field Engagement programs and Channels Marketing for SAP Small and Midsize Enterprises (SME). Previous to SAP, Fred held a variety of senior solutions and services marketing roles with Compaq and Digital Equipment Corporation (DEC). He is a graduate of Yale University with honors and has an MBA from the Duke Fuqua School of Business where he was a Fuqua Scholar and received the Fuqua Alumni Exemplary Leadership Award.

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