Twitter and Emerging Media for Nonprofits

Avi Kaplan - Rad Campaign

Consumers Union Social Media Training

• Goals and Value

• Writing for the Web

• Twitter Engagement

• Twitter Tools

• Emerging Media

Agenda

GOALS & VALUE

Strengthen relationships

Build Trust

Continue the Conversation

Intimacy and Transparency

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.

• Following

• @Reply

• Retweet

• DM

• Favorite

• #hashtag

• Twitter Clients

• Mobile client

• Desktop client

Twitter Glossary

Content Pyramid

Formal

Informal Right Now

3 years from now

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?

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

TWITTER ENGAGEMENT

Weekly rituals

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

TWITTER ENGAGEMENT

Multimedia

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?”

TWITTER ENGAGEMENT

Ask Questions

TWITTER ENGAGEMENT

Ask Questions

TWITTER ENGAGEMENTHashtags: Aggregate Conversations

Hashtags: Descriptive Fun

TWITTER ENGAGEMENT

Thank and Promote Others

TWITTER ENGAGEMENT

Thank and Promote Others

TWITTER ENGAGEMENT

Hashtags: Twitter Chats

TWITTER ENGAGEMENT

Hashtags: Twitter Chats

TWITTER ENGAGEMENT

Engage Your Network

ENGAGEMENT VS. BROADCAST

DEALING WITH MISTAKES

DEALING WITH MISTAKES

DEALING WITH MISTAKES

Correcting the Oops!

DEALING WITH MISTAKES

Find Humor and Take Advantage of the Oops!

TWITTER STATS

Tooting your own horn

TWITTER STATS

Action Words

TWITTER STATS

Tweet Length

TWITTER STATS

Time of Day

TWITTER STATS

Weekends

MAKE IT WORK FOR YOU

There’s no one way to do social media

CULTIVATE INFLUENCERS - TWITTER LISTS

CULTIVATE INFLUENCERS - TWITTER LISTS

CULTIVATE INFLUENCERS - TWITTER LISTS

CULTIVATE INFLUENCERS - DIRECTORIES

Topics

CULTIVATE INFLUENCERS - DIRECTORIES

CULTIVATE INFLUENCERS - DIRECTORIES

CULTIVATE INFLUENCERS - DIRECTORIES

CULTIVATE INFLUENCERS - DIRECTORIES

CULTIVATE INFLUENCERS - DIRECTORIES

CULTIVATE INFLUENCERS - DIRECTORIES

Twitter Tools

Twitter Tools

Twitter Tools

Twitter Tools

Twitter Tools

Twitter Tools

Twitter Tools

@JohnHaydon’s auto DM welcome message.

If you are going to send auto DMs you can use SocialOomph to rotate the message.

Twitter Mobile

Monitor

Twitter Measurement

Tweet Stats

Twitter Measurement

Twitter Measurement

Twitter Display

Twitter Display

Live streaming

TIME MANAGEMENT

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.

TWITTER AND SOCIAL MEDIA CAMPAIGNS

#ReasonstoBeatYourGirlfriend

Trends as #1 hashtag globally on Twitter July 31, 2011 for 2 days.

• 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.

#ReasonstoBeatYourGirlfriend

Twitter’s CEO Responds (Kind Of)

#ReasonstoBeatYourGirlfriend

Founder of Rad Campaign says “Lame response. Time to put Twitter in the hot seat.”

#ReasonstoBeatYourGirlfriend

Petition to @Twitter to Remove the Trend

#ReasonstoBeatYourGirlfriend

Results:• Petition goes “viral”

• Close to 3K signatures in less than 24 hours

• @WomenWhoTech’s following grow quickly.

• Earned media

• Hashtag “disappears” as a Twitter trend Monday.

• Twitter management team rethinking their policies around these issues.

#ReasonstoBeatYourGirlfriend

Why didn’t a Domestic Violence organization take the lead?

Don’t miss opportunities to use trends that relate to Consumer Union’s core issues.

Be prepared for rapid responseusing social media.

#BlameDrewsCancer - Drew Olanoff, Micromarketer

Why me?

What for?

Why now?

Who says?

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.

Citizen Gulf

Citizen Effect 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.

Citizen Gulf

APP STORE NONPROFIT POLICYDON’T FORGET MULTI-CHANNEL FOR CAMPAIGNS

APP STORE NONPROFIT POLICY

APP STORE NONPROFIT POLICY

Mission and VisionEpic 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.

Epic ChangeAmerica’s Giving

ChallengeTweetsGiving

Epic Change in TanzaniaMama 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

Epic ChangeAmerica’s Giving

ChallengeTweetsGiving

TweetsGiving

America’s Giving Challenge1st 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 Challenge

Epic Change

Epic ChangeAmerica’s Giving

ChallengeTweetsGiving

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.

Epic ChangeAmerica’s Giving

ChallengeTweetsGiving

TweetsGiving – Epic Thanks

2008 Successes

• #1 trending topic on Twitter

• Over 15,000 site visits

• Over 3,000 “tweets” of gratitude

• Coverage in hundreds of blogs

• Over $11K raised in 48 hours

• 360 donors, 98% new

• $30.92 average gift

• 1 new classroom

2009

• Over 30 live gratitude parties worldwide so far, from Tel Aviv to Silicon Valley, including college campuses

2010-2011

Epic ChangeAmerica’s Giving

ChallengeTweetsGiving

TweetsGiving – Epic Thanks

Epic ChangeAmerica’s Giving

ChallengeTweetsGiving

TweetsGiving – Epic Thanks

EMERGING MEDIA

Mobile Media

Mobile Media

Mobile Media

Mobile Media

Content Curation

Content Curation

Content Curation

Content Curation

Content Curation#Squirrels4Good - @NWF9K mentions in a couple of weeks and $9K raised

Content CurationUser submissions

Content CurationOccupy Wall Street http://wearethe99percent.tumblr.com/

Social Context

Social Context

Collaboration & File Sharing

Collaboration & File Sharing

Questions

Avi Kaplan

Senior Strategist, Rad Campaign

avi@radcampaign.com

twitter.com/@MeshugAvi

www.radcampaign.com

Improbable Roach

Popofatticus

dirkjankraan.com

btmspox

Lukas Vermeer

Kevin H.

HikingArtist.com

alancleaver_2000

DogFromSPACE

Matt McGee

Raquel Camargo

Greenfaerietree

chicks57

League of Women Voters of California

COG LOG LAB.

Aswirlymatrix

Mlibrarianus

Darren Mckeeman

Ramereth

Oberazzi

ThomasHawk

Mal Cubed

johnhaydon

Flickr users:

Photo Credits