Understanding The Twitter Rule

Understanding the Twitter Rule: How to Make Twitter Work for Your Organization

October 13, 2010

Debra Askanase

use Twitter hashtag

#npweb

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Understanding the Twitter Rule: How to Make Twitter Work for Your Organization

October 13, 2010

Debra Askanase

use Twitter hashtag

#npweb

Special Thanks To Our Sponsors

A Proud Sponsor of NonprofitWebinars.com

Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.

Today’sSpeaker:DebraAskanaseCommunityEngagementManager,FirstGiving

FormerexecuBvedirector,fundraiser,programmanager,businessconsultant

HosBng:SamFrank,SynthesisPartnershipAssisBngwithchatquesBons:ChrisDumas,FirstGiving

CommunityOrganizer2.0(blog)www.communityorganizer20.com

hDp://www.flickr.com/photos/thecampbells/5042764163/

SocialmediaandengagementTheoriesofengagementUnderstanding@tweets

TheTwi/erRuleTwi/eravatars

EngagingPrac=cesTwi/erInfluence

Tools

Today’sAgenda

SocialM

edia

Engage Creates

Trust

Moveto

AcBon

TheSocialMediaFunnel

EffectsofNonprofitSocialMediaEfforts

Opportunitytolearnaboutnewissues–85%Anotherwaytosupportafavoritecause–80%Usedsomeformofonlinemediatosupportacause–60%

Advocateforacause(forwardmessages)‐36%Personalbehaviorchange–34%Purchasingcause‐relatedproducts–23%

Source:2009ConeConsumerNewMediaStudy:hDp://www.coneinc.com/content2615

UsingSocialMediatoMeetNonprofitGoalshDp://idealware.org/sm_survey/

UsingSocialMediatoMeetNonprofitGoalshDp://idealware.org/sm_survey/

EngagementTheory

hDp://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/

Par=cipa=onInequality**Increaseengagementtobreaktherule

Source:JakobNielsenhDp://www.useit.com/alertbox/parBcipaBon_inequality.html

hDp://forrester.typepad.com/groundswell/2010/01/conversaBonalists‐get‐onto‐the‐ladder.html

LadderofEngagement

HappyBystandersSpreadersDonorsEvangelistsInsBgators

TheNetworkedNonprofitbyAllisonFineandBethKanter(p.68)

hDp://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

Photo:hDp://www.flickr.com/photos/thecampbells/5042764163/

Masteringthetweet

hDp://www.slideshare.net/joshuabaer/twiDer‐replies‐who‐really‐sees‐the‐tweet‐you‐just‐sent

All@biztechday’sfollowerswillseethistweet

plus@sue_anneonlyand@biztechdayonlyseeit

OnlypeoplewhofollowBOTH@sue_anneand@MSchechter

Allof@GautamGhosh’sfollowers,plus@sue_anneand@askdebraand@mashable


1:7broadcasBngtoengaging

MinimalBroadcas=ng,FocusonEngaging

TheTwi/erRule

How?

Bearealhuman,infrontorbehindtheavatar

CreaterealrelaBonships

Givemorethanyoutalkaboutyourself

Thinkaboutwithwhomyouwanttotalk

Knowwhatyouwanttotalkabout

*Bonus:customizeyourtwiDerbackground!

Appealstothosewhowanttofeelmostup‐to‐date,intheknow.Wanttoconnecttorealpeopleandbepartofatribe.

Twi/erPar=cipantsandFeatures

@messages,DM,hashtagsTinyURL,personaltouch,newsTwiDer#chats,tag,twitpics,peBBons,oneforty.com(apps)

Par=cipants

Features

InFrontofOrBehindtheAvatar?

WhowillbetweeBng?

ForwhatorganizaBon?

Howwillyoumashthemup?

You=YourOrganiza=on

YourOrganiza=on=You

YourOrganiza=onIncludesYou

YourOrganiza=onOnly

RealinteracBons:personalengagementValue‐addedcontentParBcipateinTwiDerChatsRTs,h/t,tweetothers’contentBeyourself,notthebrandAskquesBons(crowdsourcing)CreatelistsShout‐outs,#FF,#WW(WoofWednesday), #charitytuesday

OffercongratulaBonsandencouragement

EngagingPrac=ces

Alwaysgivecredit!It’soktobargeintoconversaBonsIntroduceyourselfinaTwiDerchat

ThankpeopleconstantlyBeyourself,notthebrand

It’soktoaskquesBons(encouraged)DonotRTsomethingw/oreadingitfirst

DonottweetasifyoufoundthearBclefirst…ifyoudidnot

Twi/erE=que/e


1:7broadcasBngtoengaging

FindnewstakeholdersTwi/erchatsAddVALUECrowdsourceResearchFundraise

UsingTwi/er

IdeasthatwilladdValue!

AwesomePar=cipatoryPrac=ces

hDp://www.flickr.com/photos/intersecBonconsulBng/3469011212/sizes/o/in/photostream/

WhatismorepersonalthantheTwiDerKidstweeBng?

Screenshottakenon10/10/10earlyintheday.

Moreinfo:hDp://dianascimone.typepad.com/diana_scimone/

Born2fly.orgTwi/erthon2010

Tweetsgiving2009

Twi/erInsights:@and@’snetwork



Twi/erTools(Resources)

Influenceandusagemetrics:Twitalyzer.comScheduletweets,track@menBons,autofollow:socialoomph.com/UserInterfaces:TweetDeck.com,hootsuite.com,cotweet.comFindingtweetsolderthan10days:hDp://snapbird.org/Lists:wefollow.com,twellow.com,listorious.comNonprofittwiDerlist:hDp://twiDerpacks.pbworks.com/Non‐Profits(awiki)Researchingwhenpeopletweet,whotheytalkto:hDp://xefer.com/twiDer/FollowingtwiDerchatsinrealBme:hDp://tweetchat.com/ScheduleandlistofalltwiDerchats:hDps://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0NoBfiesyouwhenyourwebsite/blogistweetedw/omenBoningyou:hDp://backtweets.com/TwiDersearch:twazzup.com,search.twiDer.comPosBngphotos:twitpic.comTwiDerapplicaBons:oneforty.comTwiDerpeBBons:actly.com


SocialmediaandengagementTheoriesofengagementUnderstanding@tweets

TheTwi/erRuleTwi/eravatars

EngagingPrac=cesTwi/erInfluence

Tools

ReviewingtheAgenda

DebraAskanase,CommunityEngagementManager

[email protected]:@askdebraskype:daskanase

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Understanding The Twitter Rule

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