Twitter Fundraising Holy Grail Or Fail Whale

Download Twitter Fundraising  Holy Grail Or Fail Whale

Post on 17-Dec-2014

898 views

Category:

Technology

0 download

Embed Size (px)

DESCRIPTION

Presentation I gave at Network For Good's 911 call on 4-28-09. Loads of fun - 2,200+ folks on the Teleconference:http://www.fundraising123.org/article/twitter-fundraising-holy-grail-or-fail-whale

TRANSCRIPT

<ul><li> 1. Twitter Fundraising: Holy Grail or Fail Whale?Holy Grail or Fail Whale?<ul><li>John Haydon</li></ul></li></ul> <ul><li>http://twitter.com/johnhaydon </li></ul> <p> 2. What well be talking about </p> <ul><li>Know how to explain Twitter to your grandmother </li></ul> <ul><li>Master the 4 post types - when and how to use them </li></ul> <ul><li>Twitter vs. email and direct mail </li></ul> <ul><li>Twitter campaign management basics </li></ul> <ul><li>How can we do whatMalariaNoMore.Org, CNN and Ashton Kutcher did? </li></ul> <p> 3. Two things before we begin... 1. Twitter is not a silver bullet(nothing is, really). You need to have the basics covered (website, donation processing and email marketing) prior to spending a lot of time with social media. 2. Search for your audience- You need to listen and determine if your audience is even using Twitter. It may be OK just to monitor and not Tweet yourself right now.Searching can be done athttp://search.twitter.com(more on slide 32). 4. What well be talking about </p> <ul><li>Know how to explain Twitter to your grandmother </li></ul> <ul><li>Master the 4 post types - when and how to use them </li></ul> <ul><li>Twitter vs. email and direct mail </li></ul> <ul><li>Twitter campaign management basics </li></ul> <ul><li>How can we do whatMalariaNoMore.Org, CNN and Ashton Kutcher did? </li></ul> <p> 5. How To Explain Twitter to Grandma 6. </p> <ul><li>If technology is clearly understood, execution of your social media strategy is more likely.</li></ul> <p>How to explain Twitter to your Grandmother 7. </p> <ul><li>IM + B = T </li></ul> <ul><li>Instant Messaging + Blogging = Twitter </li></ul> <p>How to explain Twitter to your Grandmother 8. Instant Messaging+Blogging Short, quick messages Easy To Use Messages are archived Private Messaging SEO Friendly Public Posts 9. Yeah, Grandma - lots of people use Twitter! 86% 10. </p> <ul><li>1.Go to Twitter.com </li></ul> <ul><li>2.Watch Twitter in Plain English Video </li></ul> <ul><li>3.Sign up (Name, Bio, Email, Picture) </li></ul> <ul><li>4.Invite friends though web email service (gmail, yahoo...) </li></ul> <p>How to sign up on Twitter 11. What well be talking about </p> <ul><li>Know how to explain Twitter to your grandmother </li></ul> <ul><li>Master the 4 post types - when and how to use them </li></ul> <ul><li>Twitter vs. email and direct mail </li></ul> <ul><li>Twitter campaign management basics </li></ul> <ul><li>How can we do whatMalariaNoMore.Org, CNN and Ashton Kutcher did? </li></ul> <p> 12. Four Post Types 13. Four Post Types </p> <ul><li>Plain or Web 1.0 Post </li></ul> <ul><li>Re-Tweet or Good Karma Post </li></ul> <ul><li>Reply Post or Social Post </li></ul> <ul><li>Direct Message or Email Post </li></ul> <p> 14. Four Post Types </p> <ul><li>Pro: Clearly communicates that your post is intended for all followers.Very inviting (unless the content is crap). </li></ul> <ul><li>Con: Folks could perceive you as self-centered if the majority of your posts are all one-way (Web 1.0). </li></ul> <p>Plain or Web 1.0 Post Example 15. Four Post Types </p> <ul><li>Pro: Creates good Karma by forwarding valuable articles to other Twitter users. Huge potential for a great article to be seen by thousands (truly viral). </li></ul> <ul><li>Con: Can create a Karmic drain if you do this a lot. Asking someone to re-post something to their followers is asking them a big favor. </li></ul> <p>Re-Tweet or Good Karma Post Example 16. Four Post Types </p> <ul><li>Pro: This post says that your social - youre connecting with others and being helpful. </li></ul> <ul><li>Con: If most of your posts start with @yourfriend, you could alienate other users. </li></ul> <p>Reply Post or Social Post Example 17. Four Post Types </p> <ul><li>Pro: Facilitates a private, more personal conversation between two users. Could lead to developing a new client.</li></ul> <ul><li>Con: Couldnt think of a con for this one - Im a big believer in one-on-one communication (more than 70% of my posts are via direct message). </li></ul> <p>Direct Message or Email Post Example 18. What well be talking about </p> <ul><li>Know how to explain Twitter to your grandmother </li></ul> <ul><li>Master the 4 post types - when and how to use them </li></ul> <ul><li>Twitter vs. email and direct mail </li></ul> <ul><li>Twitter campaign management basics </li></ul> <ul><li>How can we do whatMalariaNoMore.Org, CNN and Ashton Kutcher did? </li></ul> <p> 19. Twitter vs. email and direct mail 20. Twitter....and....Email Very Cheap High Viral Potential Highly targeted Organize Your Base Behavior can be measured Highly Personalized 21. Twitter....and....Direct Mail Very Cheap High Viral Potential Highly targeted Organize Your Base Tried and True Highly Consumable 22. What well be talking about </p> <ul><li>Know how to explain Twitter to your grandmother </li></ul> <ul><li>Master the 4 post types - when and how to use them </li></ul> <ul><li>Twitter vs. email and direct mail </li></ul> <ul><li>Twitter campaign management basics </li></ul> <ul><li>How can we do whatMalariaNoMore.Org, CNN and Ashton Kutcher did? </li></ul> <p> 23. Twitter campaign management basics 24. Twitter campaign management basics </p> <ul><li>Messaging vs. Connection </li></ul> <ul><li>Giving vs. taking </li></ul> <ul><li>Connector vs. Broadcaster </li></ul> <ul><li>Your avatar - logo or photo? </li></ul> <ul><li>Finding your advocates </li></ul> <ul><li>Campaign tricks &amp; tools </li></ul> <ul><li>Oh, and whats a Hashtag? </li></ul> <p> 25. Messaging vs. Connecting </p> <ul><li>Twitter is a different animal. </li></ul> <ul><li>Think of it as a community instead of a target market. </li></ul> <ul><li>@ and RTs </li></ul> <p>Photo: julien tromeur - Fotolia 26. Giving vs. taking </p> <ul><li>The most powerful way to build relationships on Twitter happens to be a well-kept secret known by everyone:Dont keep score </li></ul> <ul><li>Enlightened Self-Interest is simple math: Seven is greater than one. </li></ul> <p>http://www.corporatedollar.org/2008/11/how-to-get-the-universe-to-promote-you-on-twitter/ Photo: julien tromeur - Fotolia 27. Connector vs. Broadcaster accounts Should we be ourselves on Twitter? Photos or logos? What about event-based tweeting? Photo: moodboard - Fotolia Photo: julien tromeur - Fotolia 28. Connector vs. Broadcaster accounts The collateral damage of high output events: 1.Your current Twitter relationships with may be turned off by sudden broadcasting. 2.Users that find you in a search may choose not to follow you if they see a high amount of broadcast posts. 3.Any new connections wont wont get the attention they deserve. Any new connections wont wont get the attention they deserve. Any new connections wont wont get the attention they deserve. Vs. http://www.blogforprofit.com/social-media/combining-broadcaster-and-connector-twitter-accounts/ Photo: julien tromeur - Fotolia 29. Your avatar - logo or photo? </p> <ul><li>Who do you party with? Logos or people? </li></ul> <ul><li> When people view a stream of tweets, your avatar (and therefore your tweet) should stand out. -Guy Kawasaki </li></ul> <p> 30. Finding your advocates </p> <ul><li>Keyword search onhttp://search.twitter.com </li></ul> <ul><li>Create alerts onhttp://tweetbeep.com ,http://tweetscan.com / </li></ul> <ul><li>Real-time search onhttp://monitter.com /,http://tweetgrid.com / </li></ul> <p>Photo: julien tromeur - Fotolia 31. Finding your advocates Follow their followers Photo: julien tromeur - Fotolia 32. Campaign tricks &amp; tools TweetDeck 33. Campaign tricks &amp; tools 1.#hashtag based events 2.Potent content is key 3.2nd degree is the goal 4.Tipjoy, Chipin, 12for12k 5.Twitter landing page 34. Oh, and whats a Hashtag? A Hashtag is a simple way of catagorizing content on Twitter so that users with similar interests can converse about that topic. 35. What well be talking about </p> <ul><li>Know how to explain Twitter to your grandmother </li></ul> <ul><li>Master the 4 post types - when and how to use them </li></ul> <ul><li>Twitter vs. email and direct mail </li></ul> <ul><li>Twitter campaign management basics </li></ul> <ul><li>How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did? </li></ul> <p> 36. How can we do whatMalariaNoMore.Org, CNN and Ashton Kutcher did? 37. Heres what worked 1.Ashton leveraged his celeb status 2.Ashton challenged others 3.Call to action was doable and specific 4.Remarkable event-based marketing 38. Heres why it worked 1.Twitters open network allows for viral content 2.Creative and passionate people came forward 3.Actions were simple 4.Direct line of sight between giver and receiver. http://www.malarianomore.org / 39. So... Questions? Photo: julien tromeur - Fotolia 40. Follow me on Twitter at http://twitter.com /johnhaydon My blog http://rockyourweb .com </p>