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
hDp://www.flickr.com/photos/thecampbells/5042764163/
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
hDp://www.flickr.com/photos/thecampbells/5042764163/
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/erInsights:@and@’snetwork
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
hDp://www.flickr.com/photos/thecampbells/5042764163/
SocialmediaandengagementTheoriesofengagementUnderstanding@tweets
TheTwi/erRuleTwi/eravatars
EngagingPrac=cesTwi/erInfluence
Tools
ReviewingtheAgenda
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