1. LIVE TWEETING CASE
STUDIES

2. Case #1 - Canadian Tourism
 Challenge :
 When Canadians wanted to tell the Americans
over the boarder to come and visit them they
didn’t use traditional advertising but instead
created an interactive billboard that showed
tweets sharing what fun people were having
there and placed it right in the middle of New
York.

3. What Happened
 They Installed Giant interactive screen in New
York and Los Angeles
 Displaying Live tweets and photos from
Travelers in Canada
 People passing by could interact with tweeters
and ask questions about their experiences
 This allowed them to TRULLY experience what
was happening in Canada

4. Lessons Learned
 People are more responsive when they
receive immediate feedback
 Through LIVE interaction – people are more
willing to take an action ( purchase / donate )

5. Case #2
Tweeting from the Operating Room
 Rex Healthcare in North Carolina live tweeted
an event from the operating room at Rex
Healthcare commemorated the hospital’s
2000th da Vinci Robot procedure.

6. The Challenge
 Privacy Issues
 Too Extreme
 Content
Management
 Ethical Issue

7. The Result
 They reached 13,954 people via 47 total
tweets (32 tweets, 2 replies, 13 retweets)
 31 of the tweets originated from Rex
Healthcare or UNC Health Care (Rex’s parent
brand)
 Total potential exposure of 55,333 impressions

8. The Result

9. Lessons Learned
 When tweeting about a sensitive issue make
sure you are monitoring/ replying to tweets as
soon as possible.
 Choose the proper terminology
 Manage the aftermath .

10. Case #3 Boston Fashion Week
Tweetup
 Boston Fashion week - there
was a lot of talk about it both on
and offline.
The TheSwapaholics team
wanted to combine Fashion with
Social Media.

11. Their challenge :
“We thought we were “advanced” users when it
came to using and tracking social media, but
knew that we needed better tools for tracking
& measuring the impact, reach, and influence
of our events”

12. What They Did
 Determine what the event goal is ?
 Determine how many people spoke about
event
 Make sure all the sponsors were recognized
with their proper twitter name
 Quantify the success of the event via social
media
 Reach as many people as possible
 Ideally be one of the most talked about events
during Boston Fashion Week

13. The Result
 275 stylish Boston ladies produced 385 total
tweets using the #BFWSwap hashtag
 Sponsors mentioned by correct handles 81
times
 The Stylish Boston ladies collectively
increased mentions for our sponsors 800%
over past events
 58, 303 people reached via twitter!
 Determined that the Top Tweet for all of
#BFW11 on Thursday was from a beauty
company in Florida!

14. Best Practices- Live Tweeting
 Use a hashtag #
 Play to your strengths- Tweets only YOU
can create
 Add photos- give it some life
 How many Tweets?