TBEX BUSINESS, Michael Collins loves to travel. That’s why he works in the travel industry. It’s as simple as that. Michael started out in the travel industry as a travel publisher with Backpacker, Abroad and Irish Business Traveller magazines. In 2006 he started TravelMedia.ie, a specialist travel PR and trade representation company, working with airlines, tour operators, travel agents, hoteliers and tourist boards, assisting them with all their travel media needs, from media buying, social media, PR, SEO and strategy.

1. How to Trend on Twitter
Michael Collins
@travelmedia_ie

2. Resources
• SLIDESHARE – presentation on SlideShare.
http://www.slideshare.net/TravelMediaie
• BLOG: http://www.travelmedia.ie/blog/travel-
hashtags/
• BLOG: http://www.travelmedia.ie/blog/how-to-trend-
on-twitter/

3. @travelmedia_ie - #tbex

4. Trending?
• ‘father of trending’
• Abdur Chowdhury
• 2006 Summize
• 2008 Twitter
• main stream media
• media look to Twitter
• ‘spikes’
"Thank you @abdur for being the coolest scientist I know
and for building Twitter search and Trends" - Jack Dorsey.
BBC http://www.bbc.com/news/technology-36608936

5. Spikes
•Not the most / number
•But a spike – short shift or change
•Ephemeral
•Anyone can trend on Twitter

6. size doesn’t matter

8. 7P’s• Proper
• Prior
• Planning
• Prevents
• Piss
• Poor
• Performance

9. 7P’s• Proper
• Prior
• Planning
• Prevents
• Piss
• Poor
• Performance

10. It’s all in the
planning

11. Think of trending as an
event
- plan, prep, execute.
e.g. conference, wedding, party, trip

12. Build and plan your
campaign
around an event, pick a
moment in time.
spikes - ephemeral

13. How to Trend on Twitter
• 3P’s. Preparation, Preparation, Preparation.
• Research handles and hashtags in advance.
• Engage with audience in advance. Prep them for the
event. Get them involved. Make them feel part of the
event.
• Write 90% all Tweets in advance.
• Dedicated team. Managing tweets, engagement, RTs
etc.

14. How to Trend on Twitter
• Be ready to react – it will happen very fast.
• Team: separate roles. One tweeting, one reacting,
another real-time/quotes/sound bites.
• Prizes, Best Tweet.
• Ask for questions.
• Keep you audience briefed – “we are trending no 4 on
Twitter”……………………

19. It’s all in the
planning

20. 38 pages of pre-
written tweets

21. * 21/38 page doc
* every tweet written
* every handle/hashtag

22. open Word doc.

23. Share Hashtags and Handles in Advance

24. Use the Correct Hashtags
• Do the research.
• Find out which hashtags have the biggest reach.
• Which hashtags are appropriate.
• Use established hashtags to promote your event,
to promote your hashtag.

25. Use the Correct Hashtags
• http://www.travelmedia.ie/blog/travel-hashtags/
• BLOG: What are the most popular and widely used
travel hashtags on Twitter?
• Which are the top travel hashtags used on Twitter?

26. TweetReach
HashTracking

27. Expect Mistakes

28. RT with the
correct
hashtag

29. Audience
• Define and research in advance.
• Follow well in advance. Time to follow back.
• Engage in advance.
• Let them know in advance.
• Get them involved. Invite them. Buy-in.
• Call in favors. Ask in advance.
• Complement people.
• Pics / photos. Photographer and videographer.

30. Good Tweet?
• Clever, relevant, engaging, sharp, snappy, poingnant.
• 1-3 hashtags.
• Send variations many times (5).
• Twitter is ephemeral.
• Max 24 hours repeat.
• Tag people / organisations in text.
• Tag accounts via pics. Max of 10. >140.
• Pics, photos, images, native video.

31. Good Tweet?

32. Take-aways
1. 3ps, 7ps.
2. Write 90% of your tweets in advance.
3. You need a team to manage Twitter on the day.
Dedicated roles.
4. Research handles in advance.
5. Use the correct/appropriate hashtags. Research
reach.

33. Thank you
• SLIDESHARE – presentation on SlideShare.
http://www.slideshare.net/TravelMediaie
• BLOG: http://www.travelmedia.ie/blog/travel-
hashtags/
• BLOG: http://www.travelmedia.ie/blog/how-to-trend-
on-twitter/
@travelmedia_ie