twitter and emerging media for nonprofits
Post on 18-Oct-2014
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DESCRIPTION
Twitter engagement strategies, tools, and measurement. Tools to identify and cultivate relationships with influencers. Creative online campaigns and nonprofit use of emerging media.TRANSCRIPT
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Avi Kaplan - Rad Campaign
Consumers Union Social Media Training
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• Goals and Value
• Writing for the Web
• Twitter Engagement
• Twitter Tools
• Emerging Media
Agenda
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GOALS & VALUE
Strengthen relationships
Build Trust
Continue the Conversation
Intimacy and Transparency
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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.
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• Following
• @Reply
• Retweet
• DM
• Favorite
• #hashtag
• Twitter Clients
• Mobile client
• Desktop client
Twitter Glossary
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Content Pyramid
Formal
Informal Right Now
3 years from now
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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?
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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
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TWITTER ENGAGEMENT
Weekly rituals
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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
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TWITTER ENGAGEMENT
Multimedia
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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?”
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TWITTER ENGAGEMENT
Ask Questions
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TWITTER ENGAGEMENT
Ask Questions
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TWITTER ENGAGEMENTHashtags: Aggregate Conversations
Hashtags: Descriptive Fun
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TWITTER ENGAGEMENT
Thank and Promote Others
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TWITTER ENGAGEMENT
Thank and Promote Others
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TWITTER ENGAGEMENT
Hashtags: Twitter Chats
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TWITTER ENGAGEMENT
Hashtags: Twitter Chats
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TWITTER ENGAGEMENT
Engage Your Network
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ENGAGEMENT VS. BROADCAST
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DEALING WITH MISTAKES
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DEALING WITH MISTAKES
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DEALING WITH MISTAKES
Correcting the Oops!
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DEALING WITH MISTAKES
Find Humor and Take Advantage of the Oops!
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TWITTER STATS
Tooting your own horn
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TWITTER STATS
Action Words
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TWITTER STATS
Tweet Length
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TWITTER STATS
Time of Day
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TWITTER STATS
Weekends
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MAKE IT WORK FOR YOU
There’s no one way to do social media
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CULTIVATE INFLUENCERS - TWITTER LISTS
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CULTIVATE INFLUENCERS - TWITTER LISTS
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CULTIVATE INFLUENCERS - TWITTER LISTS
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CULTIVATE INFLUENCERS - DIRECTORIES
Topics
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CULTIVATE INFLUENCERS - DIRECTORIES
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CULTIVATE INFLUENCERS - DIRECTORIES
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CULTIVATE INFLUENCERS - DIRECTORIES
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CULTIVATE INFLUENCERS - DIRECTORIES
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CULTIVATE INFLUENCERS - DIRECTORIES
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CULTIVATE INFLUENCERS - DIRECTORIES
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Twitter Tools
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Twitter Tools
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Twitter Tools
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Twitter Tools
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Twitter Tools
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Twitter Tools
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Twitter Tools
@JohnHaydon’s auto DM welcome message.
If you are going to send auto DMs you can use SocialOomph to rotate the message.
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Twitter Mobile
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Monitor
Twitter Measurement
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Tweet Stats
Twitter Measurement
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Twitter Measurement
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Twitter Display
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Twitter Display
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Live streaming
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TIME MANAGEMENT
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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.
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TWITTER AND SOCIAL MEDIA CAMPAIGNS
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#ReasonstoBeatYourGirlfriend
Trends as #1 hashtag globally on Twitter July 31, 2011 for 2 days.
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• 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
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Twitter’s CEO Responds (Kind Of)
#ReasonstoBeatYourGirlfriend
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Founder of Rad Campaign says “Lame response. Time to put Twitter in the hot seat.”
#ReasonstoBeatYourGirlfriend
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Petition to @Twitter to Remove the Trend
#ReasonstoBeatYourGirlfriend
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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.
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#BlameDrewsCancer - Drew Olanoff, Micromarketer
Why me?
What for?
Why now?
Who says?
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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.
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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.
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Citizen Gulf
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APP STORE NONPROFIT POLICYDON’T FORGET MULTI-CHANNEL FOR CAMPAIGNS
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APP STORE NONPROFIT POLICY
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APP STORE NONPROFIT POLICY
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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
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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
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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
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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.
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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
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Epic ChangeAmerica’s Giving
ChallengeTweetsGiving
TweetsGiving – Epic Thanks
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Epic ChangeAmerica’s Giving
ChallengeTweetsGiving
TweetsGiving – Epic Thanks
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EMERGING MEDIA
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Mobile Media
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Mobile Media
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Mobile Media
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Mobile Media
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Content Curation
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Content Curation
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Content Curation
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Content Curation
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Content Curation#Squirrels4Good - @NWF9K mentions in a couple of weeks and $9K raised
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Content CurationUser submissions
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Content CurationOccupy Wall Street http://wearethe99percent.tumblr.com/
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Social Context
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Social Context
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Collaboration & File Sharing
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Collaboration & File Sharing
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Questions
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Avi Kaplan
Senior Strategist, Rad Campaign
twitter.com/@MeshugAvi
www.radcampaign.com
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