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Bootstrapping Your Social Media
                     Engagement
                     Debra Askanase
                       November 2, 2011




A Service
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INTEGRATED PLANNING
 Advising nonprofits in:        www.synthesispartnership.com
 • Strategy
 • Planning                                    (617) 969-1881
 • Organizational Development   info@synthesispartnership.com



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Affordable collaborative data
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Today’s Speaker




                                       Debra Askanase
                                 Founder and Engagement Strategist,
                                      Community Organizer 2.0
Assisting with chat questions:                                                                Hosting:
April Hunt, Nonprofit Webinars                                        Sam Frank, Synthesis Partnership

A Service
   Of:                                                    Sponsored by:
Presented by Debra Askanase,
                             Engagement Strategist



Bootstrapping Your Social Media
Engagement
It’s all about   Bootstrapping   Bootstrapping
                    Twitter        Facebook
engagement        engagement      engagement
It’s all about engagement



        Think about the conversation
The social media funnel




                                          Move to
                                                    Action


                        Creates
                                  Trust
Social Media



               Engage
It’s about RELATIONSHIPS, not
          broadcasting
Facebook is about the conversation
    and value-added content,
        not broadcasting
Engaging Practices
          Value-added content
         Regular programming
        Participation entry paths
Real interactions: personal engagement

               hhh

        Conversation starters
        Open-ended questions
Why people share online: motivations



   1. To bring valuable and entertaining content to
      others
   2. To define ourselves to others
   3. To grow and nourish our relationships
   4. Self-fulfillment
   5. To get the word out about causes and/or
      brands


           http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
Tips for getting your content shared



 1. Appeal to motivation to connect with others,
    not the organization
 2. Keep messages simple
 3. Appeal to personal reasons for sharing
 4. Embrace a sense of urgency
 5. Understand why they follow you



         http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
Understand the Ladder of Engagement

Happy Bystanders
Spreaders
Donors
Evangelists
Instigators




    The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)

                             http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
Questions to Get You Started
1. Why are people interested in your
   organization or cause?
2. What content creates conversation?
3. What content could create community?
4. What can the community create for your
   content? (Collaborate and empower)
5. What content or ideas can you open up?
6. What added value can your content offer?
7. What does the medium dictate?
Bootstrapping Twitter
engagement


           Research and Examples
Know what the conversation is about




                   http://www.flickr.com/photos/89888346@N00/179760033/
Create a content calendar

Daily content: Within your messaging themes

Special types of tweets on certain days of the week?


Twitter chats you participate in as you, not the org

Regular question of the day, contest, photo of the
day, etc. How often?
Can a logo have this kind of conversation?




                     http://www.flickr.com/photos/57038784@N00/2215481444/
Who would you rather tweet to?
Personalize the official profile
Bootstrapping Your Social Media Engagement
Combine personal/professional profile
Be an avid conversationalist




              http://www.flickr.com/photos/moriza/2565606353/
Really connecting as an
     entity means
                                            Be genuine

                                            Be honest

                                            Really engage in
                                            conversation

                                            Invest in
                                            developing
letting individuals shine                   relationships

                 http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
60-30-20 Rule

      Don’t talk about yourself!

                60% retweets
             30% original content
             20% your own news



What is that people care about? What is YOUR
             conversation theme?
When to tweet




  http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
When to tweet




  http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
When to tweet




  http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
When to tweet




  http://www.whentotweet.com/
Use hashtags to be in the conversation
                                                #nonprofit
                                                #ff #followfriday
                                                #woofwednesday
                                                #fundraising
                                                #nptech
                                                #socent
                                                #activsm
                                                #advocacy
                                                #causes
                                                #charitytuesday
http://www.bethkanter.org/hashtags-snowflakes/
http://www.companykmedia.com/2011/05/18/30-super-useful-
nonprofit-hashtags-twitter-chats-too/
Get involved in twitter chats
                                  #nptalk
                                  #ynpnchat
                                  #fundchat
                                  #smNPchat
                                  #vivanistachat
                                  #socentchat
                                  #cmgrchat

      For a continuously updated list of twitter chats, go to
https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en_US#gid=0
Curate your own lists (private and public)
Tweetathon:                                USA for UNHCR
  • 258 people/1,524 tweets with #bluekey
  • 169% increase in web traffic
                                             #bluekey Tweetathon
  • led to >50% of key purchases that week




Used with permission from USA for UNHCR
Twitter tools that rock
Twitter tools that rock
Bootstrapping Your Social Media Engagement
Twitter tools that rock
Bootstrapping Facebook
Engagement


          View your slides from anywhere!
When to post to Facebook




        http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
When to post to Facebook




        http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
ROE of Facebook posting frequency
Research: engaging through posts




            http://www.emarketer.com/Article.aspx?R=1008328
Research: engaging through posts
     • Post a question and ask for a response. It works!
     • Fans are happier engaging in contests with the
       words “winning” and “events” than the words
       “contest” or “promotion.”
     • Asking a question at the end of a post drives
       engagement
     • “Where,” “when,” “would,” and “should” drive
       the highest engagement rates. Avoid asking
       “why” questions


http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
Autoposting hurts your page

On average, Facebook Pages that show posts
via a third party app such as HootSuite or
TweetDeck, as opposed to linking the old
fashioned manual way, receive 70% fewer
likes and comments

Third parties don’t pull images, either




    http://socialmediatoday.com/steve-olenski/361639/facebook-autoposting-social-media-no-no
http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
Bootstrapping Your Social Media Engagement
Bootstrapping Your Social Media Engagement
Bootstrapping Your Social Media Engagement
Bootstrapping Your Social Media Engagement
Content calendar: community question
Own the conversation: youth business
Cross-post with strategic partners
Welcome them strategically
Bootstrapping Your Social Media Engagement
Give them unique content, thematically
Unique offers
only found on
the Facebook
Page!
Bootstrapping Your Social Media Engagement
Bootstrapping Your Social Media Engagement
Engage with personal touches

• Send personal messages through FB to fans that post
and thank them
• Post messages from your organization on their
Facebook Pages
• Create groups
• Don’t be afraid to become FB friends with some of
your best fans
• Always be commenting – answer every one
Bootstrapping Your Social Media Engagement
Bootstrapping Your Social Media Engagement
Resources

Twitter and Facebook resources:
http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits-
using-twitter/
http://www.socialbrite.org/2011/09/26/8-nonprofit-twitter-superstars/
http://tweepi.com/blog/2011/09/10-valuable-tips-for-ngos-on-twitter/
http://mashable.com/2011/10/28/best-time-to-tweet/
http://www.socialbrite.org/2011/10/10/top-tools-to-measure-
performance-influence-on-twitter/
http://socialmediatoday.com/jillian-ney/325175/why-people-share-
content-online
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
Debra Askanase
         Engagement Strategist

      debra@communityorganizer20.com
              Twitter: @askdebra
Linkedin: www.linkedin.com/in/debraaskanase
    Slideshare: www.slideshare.net/debask
     Google Plus: http://gplus.to/askdebra
Thank you
  Feel free to stay in touch!
Find listings for our current season
          of webinars and register at:

            NonprofitWebinars.com


A Service
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Bootstrapping Your Social Media Engagement

  • 1. Bootstrapping Your Social Media Engagement Debra Askanase November 2, 2011 A Service Of: Sponsored by:
  • 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.com A Service Of: Sponsored by:
  • 3. Affordable collaborative data management in the cloud. A Service Of: Sponsored by:
  • 4. Today’s Speaker Debra Askanase Founder and Engagement Strategist, Community Organizer 2.0 Assisting with chat questions: Hosting: April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership A Service Of: Sponsored by:
  • 5. Presented by Debra Askanase, Engagement Strategist Bootstrapping Your Social Media Engagement
  • 6. It’s all about Bootstrapping Bootstrapping Twitter Facebook engagement engagement engagement
  • 7. It’s all about engagement Think about the conversation
  • 8. The social media funnel Move to Action Creates Trust Social Media Engage
  • 9. It’s about RELATIONSHIPS, not broadcasting
  • 10. Facebook is about the conversation and value-added content, not broadcasting
  • 11. Engaging Practices Value-added content Regular programming Participation entry paths Real interactions: personal engagement hhh Conversation starters Open-ended questions
  • 12. Why people share online: motivations 1. To bring valuable and entertaining content to others 2. To define ourselves to others 3. To grow and nourish our relationships 4. Self-fulfillment 5. To get the word out about causes and/or brands http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
  • 13. Tips for getting your content shared 1. Appeal to motivation to connect with others, not the organization 2. Keep messages simple 3. Appeal to personal reasons for sharing 4. Embrace a sense of urgency 5. Understand why they follow you http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
  • 14. Understand the Ladder of Engagement Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
  • 15. Questions to Get You Started 1. Why are people interested in your organization or cause? 2. What content creates conversation? 3. What content could create community? 4. What can the community create for your content? (Collaborate and empower) 5. What content or ideas can you open up? 6. What added value can your content offer? 7. What does the medium dictate?
  • 16. Bootstrapping Twitter engagement Research and Examples
  • 17. Know what the conversation is about http://www.flickr.com/photos/89888346@N00/179760033/
  • 18. Create a content calendar Daily content: Within your messaging themes Special types of tweets on certain days of the week? Twitter chats you participate in as you, not the org Regular question of the day, contest, photo of the day, etc. How often?
  • 19. Can a logo have this kind of conversation? http://www.flickr.com/photos/57038784@N00/2215481444/
  • 20. Who would you rather tweet to?
  • 24. Be an avid conversationalist http://www.flickr.com/photos/moriza/2565606353/
  • 25. Really connecting as an entity means Be genuine Be honest Really engage in conversation Invest in developing letting individuals shine relationships http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
  • 26. 60-30-20 Rule Don’t talk about yourself! 60% retweets 30% original content 20% your own news What is that people care about? What is YOUR conversation theme?
  • 27. When to tweet http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
  • 28. When to tweet http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
  • 29. When to tweet http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
  • 30. When to tweet http://www.whentotweet.com/
  • 31. Use hashtags to be in the conversation #nonprofit #ff #followfriday #woofwednesday #fundraising #nptech #socent #activsm #advocacy #causes #charitytuesday http://www.bethkanter.org/hashtags-snowflakes/ http://www.companykmedia.com/2011/05/18/30-super-useful- nonprofit-hashtags-twitter-chats-too/
  • 32. Get involved in twitter chats #nptalk #ynpnchat #fundchat #smNPchat #vivanistachat #socentchat #cmgrchat For a continuously updated list of twitter chats, go to https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en_US#gid=0
  • 33. Curate your own lists (private and public)
  • 34. Tweetathon: USA for UNHCR • 258 people/1,524 tweets with #bluekey • 169% increase in web traffic #bluekey Tweetathon • led to >50% of key purchases that week Used with permission from USA for UNHCR
  • 39. Bootstrapping Facebook Engagement View your slides from anywhere!
  • 40. When to post to Facebook http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
  • 41. When to post to Facebook http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
  • 42. ROE of Facebook posting frequency
  • 43. Research: engaging through posts http://www.emarketer.com/Article.aspx?R=1008328
  • 44. Research: engaging through posts • Post a question and ask for a response. It works! • Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.” • Asking a question at the end of a post drives engagement • “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
  • 45. Autoposting hurts your page On average, Facebook Pages that show posts via a third party app such as HootSuite or TweetDeck, as opposed to linking the old fashioned manual way, receive 70% fewer likes and comments Third parties don’t pull images, either http://socialmediatoday.com/steve-olenski/361639/facebook-autoposting-social-media-no-no
  • 52. Own the conversation: youth business
  • 56. Give them unique content, thematically
  • 57. Unique offers only found on the Facebook Page!
  • 60. Engage with personal touches • Send personal messages through FB to fans that post and thank them • Post messages from your organization on their Facebook Pages • Create groups • Don’t be afraid to become FB friends with some of your best fans • Always be commenting – answer every one
  • 63. Resources Twitter and Facebook resources: http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits- using-twitter/ http://www.socialbrite.org/2011/09/26/8-nonprofit-twitter-superstars/ http://tweepi.com/blog/2011/09/10-valuable-tips-for-ngos-on-twitter/ http://mashable.com/2011/10/28/best-time-to-tweet/ http://www.socialbrite.org/2011/10/10/top-tools-to-measure- performance-influence-on-twitter/ http://socialmediatoday.com/jillian-ney/325175/why-people-share- content-online http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
  • 64. Debra Askanase Engagement Strategist debra@communityorganizer20.com Twitter: @askdebra Linkedin: www.linkedin.com/in/debraaskanase Slideshare: www.slideshare.net/debask Google Plus: http://gplus.to/askdebra
  • 65. Thank you Feel free to stay in touch!
  • 66. Find listings for our current season of webinars and register at: NonprofitWebinars.com A Service Of: Sponsored by: