Some Advice for the #NZOZTVNeedOutlander Event
Our goals for this event are two-fold: 1) Getting the attention of the networks in Australia and New Zealand, resulting in the purchase of the series. 2) Getting #NZOZTVNeedOutlander to trend.
IMPORTANT NOTE: The hash-tag needs to be exact. (There is no “s” anywhere in it.)
In the UK event, Outlander fans got our hash-tag to trend in both the UK and the US for 40 minutes, making it the #74 topic on Twitter that day. Although we have no proof, we believe we also succeeded in getting the attention of the networks in the UK.
The two goals need to be approached differently.
Do NOT “spam” the networks. We’ll be targeting 10 network Twitter handles. 2-4 tweets from each of us to each of those handles, spread out over the two hours of the event, is plenty. In the UK event, we had 248 Twitter accounts participating, so 500 tweets to each network will certainly get their attention.
Make your tweets to the networks count. (No squeeing, please!) Stress original programming, excellent production values, Ron Moore’s proven track record, “Scotland’s answer to Game of Thrones,” charismatic and talented cast (with a photo link) – you get the idea.
Long reply threads will annoy the networks. Stick to original tweets – or make your replies to each other clear enough that clicking “View conversation” is not necessary.
Example: @Lady_Wolfshead tweets: @BBCOne Outlander promotes tourism in the UK. #UKTVNeedsOutlander
Right reply: @Lady_Wolfshead @BBCOne Outlander IS good for UK tourism – visiting Scotland in 2014. #UKTVNeedsOutlander
Wrong reply: @Lady_Wolfshead @BBCOne That’s right! #UKTVNeedsOutlander
DON’T retweet. Copy and paste tweets you like and tweet them as your own.
(To copy and paste in Windows: Highlight the tweet you want to copy, right-click and click on “copy.” Open the “Compose New Tweet” window. Right-click and click on “paste.” Make sure the tweet is correct – no extra stuff, nothing missing and no spaces in links – and click on “Tweet.”
To copy and paste in iOS (Mac): Highlight as above, hold down “command” and hit the letter “C” key. Open the “Compose New Tweet” window and hold down “command” and hit the letter “V” key. Proceed as above.)
Trending depends more on the number of people tweeting a given hash-tag than on the total number of tweets. 100 tweets from one account is less effective than 1 tweet each from 100 different accounts. That being said, volume does help when a lot of accounts are tweeting the same hash-tag – and if your followers join in when they see your efforts, so much the better.
Do NOT include the word “trend” in your tweets. Rumor has it that there is an algorithm in the Twitter program which nullifies any overt trending efforts.
Watch the left-hand side of your screen during the event. That’s where the trend data is. Sometimes the trend will be very short-lived. Be ready to capture a screenshot if you see a trend. (It’s not vitally important, but they are very nice to have.)
About 10 minutes before the event starts, use the grey “Search” window on Twitter to search #NZOZTVNeedOutlander. Hit “enter” and it will take you to “Results for #NZOZTVNeedOutlander.” Right under that heading, you’ll see Top/All/People you follow. Click “All.” That will give you the real-time feed of everyone tweeting that hash- tag. This is the fun part – we get to spend two hours with Outlander fans from all over sharing our love of the books. Once you’ve done your network tweets, tweet favorite book quotes, photos of cast members (I have some great photos of Sam to share), memes, links to interviews with Diana, Ron or the cast or anything else you’d like to share. Sample tweet: Your face is my heart, Sassenach and love of you is my soul. #NZOZTVNeedOutlander If you see a tweet you like in the feed, copy and paste it and tweet it. It will help the trend effort and you can save them to your profile to enjoy later. Make sure to copy, paste and tweet the Diana interviews if you haven’t seen them yet – they’re really good.
The other reason to watch the feed is to “mine” it for tweets. If you’re not particularly creative, you can copy and paste other people’s tweets, both the network tweets and the trend effort “volume” tweets.
Twitter Jail If you exceed 100 tweets in an hour or 200 tweets in 3-4 hours, you will get a black rectangle at the top of your feed with the message “You have exceeded your daily limit of tweets. Try again in a few hours.” During this time, you can watch the feed and send/receive Direct Messages, but you can’t tweet. If you go to jail early in the effort, you’re done. It’s not a permanent black mark on your account and you will not be branded a “spammer,” but it’s pretty frustrating when you are tweeting for a purpose. Our goal should be about 60-75 tweets in the first hour, 40 or so between 10:00 and 10:30 GMT and once we’ve done our last tweets to the networks, we can go to Twitter Jail if we want to. (I’ve been 6 times – 4 times in 3 days.)
One other note – before the event, go to your “Me” tab on Twitter. Click on the “gear” icon (settings) and then click on “E-mail notifications” on the left-hand side. Uncheck all of the boxes there to avoid spamming your own e-mail. After the event, you can go back and check the boxes again to receive e-mail notifications again.
This advice worked well in the UK effort and has been updated with lessons learned there. See you at the party on the #NZOZTVNeedOutlander hash-tag!