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Beauty Inc issue 08/08/2014


Ron Robinson, Diane Rankin and their team at BeautyStat know how to throw a great party—Twitter party, that is. Take the recent #RoCWrinkleRanking event, thrown to publicize RoC’s report looking at the top-50 wrinkle-causing cities in the U.S.: Held on June 17, it trended in the top five for the day on Twitter—during the World Cup—and garnered more than 43 million impressions during a four-week period. (This was no easy feat, considering RoC doesn’t even have its own Twitter handle and its target demographic is slightly more mature than the average user on Twitter). Here, Robinson and Rankin share best practices for throwing a social media soiree.

 

This story first appeared in the August 8, 2014 issue of WWD.  Subscribe Today.

#1  Use the Best Party Promoters
Just like any amazing party you need to promote, promote, promote on the front end. Picking an influential host (aka moderator) with the right target is key. For #RoCWrinkleRanking, we used Aly Walansky because she is a well-respected and highly followed content provider in both the beauty and travel circles. Promoting outside of Twitter, particularly other social channels, is also critical. Because’s RoC’s target demo is slightly more mature, we went to Facebook, blogs, Google+, Pinterest, PPC, newsletters, paid ads and LinkedIn for good measure.

#2  Invite Right
The quality of guests is more important than quantity. Invite people who best match the party’s objectives and the brand’s/retailer’s target audience. An authentic conversation will cause its own virality, resulting in meaningful impressions and take-away analytics. Having an expert or celeb is always a big draw, too. In the case of RoC the VIP happened to be the study itself, chock full of insider information that was shared and launched exclusively via the Twitter party.

#3  Everyone Loves a Goody Bag
Fun, relevant and valued prizes entice participants to make the effort to “show.” Teasers can include prizes, samples, special discounts and, as importantly, information. Whether it’s the launch of an exclusive study, tips and tricks from an expert or a retailer BOGO, the treats do draw participants. RoC offered five winners $50 Target gift cards and one full-size Retinol Correxion product; one grand-prize winner received a $100 Target gift card and all five new Retinol Correxion products.

#4  The Chatter Matters
What’s being said before and after the Twitter Party is just as important as what is said during it. Many marketers have shifted large parts of their budget from traditional to digital marketing, yet are still determining the best ways to measure new programs. Twitter parties are great burstable content moments. It is key to have a true pulse on the total conversation, including your close competitors, by using a social-listening platform provider. Knowing what, by who, how much, share of voice, overall sentiment and where the chatter is happening allows you to make meaningful adjustments and grab key insights.

#5  The After Party
Sometimes the after party is more talked about than the main event. The long tail effect of a successful Twitter party can be extended by shifting to a more “always on” flow of content. If you stop talking about your brand, others stop talking about you (or—potentially worse—control the conversation about you). You drop in relevancy, share of voice and search-engine optimization as you start getting pushed down the page in search. Consumers need to find you and you always need to be where she is looking.

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