Twitter engagement strategies, tools, and measurement. Tools to identify and cultivate relationships with influencers. Creative online campaigns and nonprofit use of emerging media.
2. Agenda
• Goals and Value
• Writing for the Web
• Twitter Engagement
• Twitter Tools
• Emerging Media
3. GOALS & VALUE
Strengthen relationships Continue theConversation
Build Trust Intimacy and Transparency
4. WRITING FOR SOCIAL MEDIA
• Keep it appropriate and polite.
• Remember it’s a Conversation
• Be Human. Use your Authentic Voice.
You can be the facilitator and still show
personality.
• There is no delete.
• If it gives you pause, pause.
• Nobody’s Perfect
• Give credit where it’s due.
6. Content Pyramid
Social Informal Right
Media Now
Blog Posts
News Articles
Features
Evergreen Content Formal 3 years
from
now
7. TWITTER ENGAGEMENT
Current events
• Are you more concerned about your
privacy now that Facebook is a public
company?
• How has last week’s earthquake
changed your feelings about public
safety?
8. TWITTER ENGAGEMENT
Weekly rituals
• Monday prompt – What ideas and
thoughts came to you over the weekend?
• Share a links to your favorite news
stories, videos, things you came across
on the web each week related to your
issues. Keep a lookout for relevant
articles.
• What surprised you this week?
• #FollowFriday
10. TWITTER ENGAGEMENT
Multimedia
• Share pictures/video from events,
group discussions (get permission),
other organizations
• Interview a volunteer
• Ask for captions to a picture you
share
12. TWITTER ENGAGEMENT
Ask Questions
• Ask about preferences, opinions,
and advice.
• Open ended or specific, Fill in the
blank, True or False
“What grocery stores do you buy your
meat from?”
“Students - What scares you most
about your future after graduation?”
57. TIME MANAGEMENT
• Keep a running list of post ideas in a
text document or Google Doc.
• You can set up a regular posting
schedule with posts in order so you
have ideas on hand to post
regularly.
• Schedule some posts in advance.
• Post from your mobile.
60. #ReasonstoBeatYourGirlfriend
• Started out as “dark humor”
• What’s funny about
violence against women?
• 25% of tweets cited
reasons to beat women.
• Rest of community was
appalled.
64. #ReasonstoBeatYourGirlfriend
Results:
• Petition goes “viral”
• Close to 3K signatures in less
than 24 hours
• @WomenWhoTech’s
following grow quickly.
Why didn’t a Domestic Violence • Earned media
organization take the lead? • Hashtag “disappears” as a
Don’t miss opportunities to use Twitter trend Monday.
trends that relate to Consumer • Twitter management team
Union’s core issues. rethinking their policies
Be prepared for rapid response around these issues.
using social media.
66. Planned Parenthood Action Fund
@PPact
Challenge: Increase awareness and drive petition signatures for a
birth control initiative.
Solution: Promoted Tweets in timelines with the hashtag #bcrefusal
to increase awareness about the initiative with a link to a website
with the petition to gather signatures.
Results:
• Over 3,700 users clicked on the link. 57% of Twitter users who
clicked through to the website, signed the petition.
• 1,427 Twitter users retweeted. Planned Parenthood Action
Fund actively engaged in the conversation by responding to
nearly every Retweet.
67. Citizen Gulf
CitizenEffect identifies influential
bloggers and social media luminaries to
organize 400 events in one night across
the country to benefitCatholic Charities of
New Orleans After School Program.
Raised $10K.
Budget $0 – All volunteer effort.
Bloggers and social media strategists
volunteer to go to New Orleans on fact
finding mission and document
experiences through photos on flickr and
videos on YouTube.
72. Mission and Vision
Epic Change amplifies the voices and impact of grassroots
changemakers and social entrepreneurs. We share their stories
in ways that raise visibility and funds to support their
extraordinary efforts to create hope in our world.
We believe that people's stories are assets that can be used as
resources to improve their lives. We help changemakers share
their "epic" true stories in innovative, creative and profitable
ways to help them acquire the financial resources they need to
create positive "change" in their communities.
A 2-year-old startup nonprofit, we have been widely recognized for
our innovative use of social media in creating social change.
America’s Giving
Epic Change TweetsGiving
Challenge
73. Epic Change in Tanzania
Mama Lucy sold chickens & turned her income into
the school that will transform her community.
With Epic’s investment, she:
• Tripled the size of her student body to over 300
children
• Qualified to participate in national exams for
the first time & scored #1 of 117 local schools
• Secured land & built 5 classrooms
• Purchased a new school bus
• Installed solar power, a well, running water and
flushable toilets
America’s Giving
Epic Change TweetsGiving
Challenge
74. America’s Giving Challenge
1st Social Media Experiment
• 12/17/07 – 1/31/08
• Total # of Donations: 279
• Total of Donations: $6,159.00
• Average Donation: $22.08
• #21 in US; >600 total organizations
• Award from the Case Foundation: $1,000
America’s Giving
Epic Change TweetsGiving
Challenge
75. TweetsGiving – Epic Thanks
Created by Epic Change in
November 2008 as a 48-hour
Twitter celebration of gratitude
& giving. Built in six days by
six volunteers, the event raised
over $11,000 to build a
classroom in Tanzania, where
the Twitter handles of donors
are now painted on the walls.
America’s Giving
Epic Change TweetsGiving
Challenge
76. TweetsGiving – Epic Thanks
2008 Successes 2009
• #1 trending topic on Twitter • Over 30 live gratitude parties
worldwide so far, from Tel
• Over 15,000 site visits Aviv to Silicon Valley,
• Over 3,000 “tweets” of gratitude including college campuses
• Coverage in hundreds of blogs
• Over $11K raised in 48 hours 2010-2011
• 360 donors, 98% new
• $30.92 average gift
• 1 new classroom
America’s Giving
Epic Change TweetsGiving
Challenge
97. Photo Credits
Flickr users:
Improbable Roach League of Women Voters of
California
Popofatticus
COG LOG LAB.
dirkjankraan.com
Aswirlymatrix
btmspox
Mlibrarianus
Lukas Vermeer
Darren Mckeeman
Kevin H.
Ramereth
HikingArtist.com
Oberazzi
alancleaver_2000
ThomasHawk
DogFromSPACE
Mal Cubed
Matt McGee
johnhaydon
Raquel Camargo
Greenfaerietree
Hinweis der Redaktion
If you wouldn’t say it in front of your mother, don’t say it online.Keep it appropriate and polite. It can be easy for people to use the anonymity of a screen and keyboard as an excuse to be mean, rude, and offensive. It’s important not to fall into that trap, especially when disagreeing with others’ opinions.It can be hard to read people’s tone. Go overboard to communicate your openness to listen.
Informal does not mean fabricated or under-researched. It simply means you are giving more of a voice to your content than you would if it was a scientific paper.
Sets an expectation for how to respond. Gives you an easy post at your fingertips.
Sets an expectation for how to respond. Gives you an easy post at your fingertips.
Not every question needs to be about the meaning of life.
In Hootsuite – can set up which layout of RTs you want
In Hootsuite – can set up which layout of RTs you want
No rules of hashtags – can use it for your own, use it for a chuckleJournchat – for journalism students, pose questions; people who have relevant responses will do that behind the scenes; Twitter chats:Good to announce ahead of time; a tool called row feeder, will give you a record of the whole chat; will give you tweets in xcl file—at the end you can download the record and then go back and follow all the ppl who you may have not known earlier Keep it topic related; Invite privately 5 people to plan to be there with you; It’s ok if it’s small; whoever shows up, people help you tell the story yesterdayIf it’s high volume chat:1) let ppl moderate it themselves; sub conversations are fine; if you are getting more to 20/tweets a minute, high volume; prepare five questions for the hour or half hour; if getting off-topic remind ppl topic2) recurring 2 wks, every month, they grow slowly
No rules of hashtags – can use it for your own, use it for a chuckle
Think of informal moments – some of the most communal things you can do on Twitter; Things that get most attention are when you show your personality/creativity; What you can do to come up with your own twist; unique things get tweeted the most; Doesn’t have to be about your work all the time;HSUS – responded to person who wanted help getting ideas
They say twitter is about engagement; some of things that get retweeted the most are links to articles (doing reading for them);
DanZarrella of Hubspot (got bought by Salesforce) – social media scientistNo one wants to hear you talk about yourself
Tweets with more action words more retweetable; keeping tweets short; Title, link, via
Spike at noon, spike at 3, when people will click through on your tweets; click-through might be higher because volume went down;
Weekend: volume goes down, but click through goes up;
Biggest influences can be ppl with 500-2,000 followers; someone active on Twitter, have replies going on; probably pretty engaged with the people who do follow them; if they are following you, there’s going to be seeing what you say, than someone following 100,000 ppl; they have ability to read tweets from last few days, unrealistic for someone who follows 100,000; another list to curate could be people who retweeted us;
Listorious: will search lists that other people have created publicly; you can curate something like “great health publications” as a list; well, here’s my list and you can see it;
KLOUT: good for finding people talking about topics; can search topics and can scroll down and click through and add them to your list; gives an authority level of tweeters according to KLOUT; Parody site: klouchebaghttp://klouchebag.com/
Twellow: can search patient safety; can do a score of influence; click through before you follow them;
Wefollow: another tool to find influentials
Muckrack; most free; certain search features cost; probably more long term investment building a repoire with people, might be more likely to take your calls;
Muckrack; most free; certain search features cost; probably more long term investment building a repoire with people, might be more likely to take your calls;
Muckrack; most free; certain search features cost; probably more long term investment building a repoire with people, might be more likely to take your calls;
O'Reilly case study about Twitter petition
Need to choose one @twitteruser target for your Act.ly petition
There is advertising on Twitter; barrier is high; right now: to promote one at all, have to spend at least $5,000
Used Twitter and other social media channels to crowd source events and spread photos and videos. No PR/Ad budget.
Survey released showing that 76% of Facebook Users Find BP Irresponsible or Criminal .
Care2 - to get Apple to open up the app store for nonprofits so that they can take donations. Craig Newmark. http://www.thepetitionsite.com/1/iphone-nonprofit-donations/Over 41K signatures. Identified influencers in the nonprofit community like Beth Kanter, Amy Sample Ward, etc who were irked about Apple's position to write more about it and add the petition widget. The petition's goal was 30K signatures and it generated 41K signatures.http://www.bethkanter.org/iphone-donation/http://amysampleward.org/2010/12/03/petition-apple-to-support-nonprofits/
Care2 - to get Apple to open up the app store for nonprofits so that they can take donations. Craig Newmark. http://www.thepetitionsite.com/1/iphone-nonprofit-donations/Over 41K signatures. Identified influencers in the nonprofit community like Beth Kanter, Amy Sample Ward, etc who were irked about Apple's position to write more about it and add the petition widget. The petition's goal was 30K signatures and it generated 41K signatures.http://www.bethkanter.org/iphone-donation/http://amysampleward.org/2010/12/03/petition-apple-to-support-nonprofits/This led to private discussions with Apple’s management team about how to open up the app store to nonprofits.
Tweetsgiving for influencer strategy, fundraising through social, etc.
Tweetsgiving for influencer strategy, fundraising through social, etc.
Instagram: got bought for a million dollars; can upload photos in the app, create visual filters, if you connect your facebook account, shows as prominent photos not a link, photos on FB are really engaging; likes within instagram;
The instagram of video: viddy; can’t post a video longer than 15 secs; Incredibly hot for the under 20 set; college kids too; more fleating; would be surprised what you can video in 15 secs; Over 25 million users. Their biggest competitions, Socialcam has over 35 million users.