understanding the twitter rule
DESCRIPTION
Less broadcasting, more engagement! This presentation includes best practices and NGO examples of Twitter profiles, understanding who sees your @ messages, Twitter tools, examples of engaging practices by nonprofits, understanding Twitter influence, and theories of engagement.TRANSCRIPT
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http://www.flickr.com/photos/thecampbells/5042764163/
Understanding the Twitter Rule:
Using Twitter Effectively for Your
Nonprofit Organization
Presented by Debra Askanase, Community Organizer 2.0
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About the Presenter
“It’s all about the strategy”
Debra Askanase, MBAFormer executive director, program manager, community organizer. Social media strategy consultant.
Currently Community Engagement Manager at FirstGiving.com.
Presents and blogs about the intersection of technology, social media, and NGOs.
Blog and speaking: www.communityorganizer20.com
Twitter: @askdebra
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http://www.flickr.com/photos/thecampbells/5042764163/
Social media and engagementTheories of engagementUnderstanding @tweets
The Twitter RuleTwitter avatars
Engaging PracticesTwitter Influence
Tools
Today’s Agenda
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The Social Media Funnel
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Effects of Nonprofit Social Media Efforts
Opportunity to learn about new issues – 85%Another way to support a favorite cause – 80%Used some form of online media to support a
cause – 60%Advocate for a cause (forward messages)- 36%Personal behavior change – 34%Purchasing cause-related products – 23%
Source: 2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615
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Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
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Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/
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Engagement Theory
http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/
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Participation Inequality** Increase engagement to break the rule
Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html
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http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
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Ladder of Engagement
Happy BystandersSpreadersDonorsEvangelistsInstigators
The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
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Photo: http://www.flickr.com/photos/thecampbells/5042764163/
Mastering the tweet
http://www.slideshare.net/joshuabaer/twitter-replies-who-really-sees-the-tweet-you-just-sent
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All @biztechday’s followers will see this tweet
plus@sue_anne only and @biztechday only see it
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Only people who follow BOTH @sue_anne and @MSchechter
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All of @GautamGhosh’s followers, plus @sue_anne and @askdebra and @mashable
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http://www.flickr.com/photos/thecampbells/5042764163/
1:7 broadcasting to engaging
Minimal Broadcasting,
Focus on Engaging
The Twitter Rule
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How?
Be a real human, in front or behind the avatar
Create real relationships
Give more than you talk about yourself
Think about with whom you want to talk
Know what you want to talk about
*Bonus: customize your twitter background!http://mashable.com/2010/10/06/new-twitter-background-customize/
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Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe.
Twitter Participants and Features
@messages, DM, hashtagsTiny URL, personal touch, Twitter #chats, tag, twitpics, lists, petitions, oneforty.com (apps)
Participants
Features
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In Front of Or Behind the Avatar?
Who will be tweeting?
For what organization?
How will you mash them up?
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You = Your Organization
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Your Organization = You
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Your Organization Includes You
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Your Organization Only
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Real interactions: personal engagementValue-added contentParticipate in Twitter Chats RTs, h/t, tweet others’ contentBe yourself, not the brandAsk questions (crowdsourcing)Create listsShout-outs such as #FF, #WW (Woof Wednesday), #charitytuesdayOffer congratulations and encouragement
Engaging Practices
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Always give credit!It’s ok to barge into conversations
Introduce yourself in a Twitter chatThank people constantly
Be yourself, not the brandIt’s ok to ask questions (encouraged)
Do not RT something w/o reading it firstDo not tweet as if you found the article first
…if you did not
Twitter Etiquette
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http://www.flickr.com/photos/thecampbells/5042764163/
Remember 1:7 broadcasting to engaging
Find new stakeholdersTwitter chatsAdd VALUE
Crowdsource Research
Fundraise
Using Twitter
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Ideas that will add Value!
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Awesome Participatory Practices
http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/
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What is more personal than the Twitter Kids tweeting?
http://tweetsgiving.epicchange.org/twitterkids/
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Screen shot taken on 10/10/10 early in the day.
More info: http://dianascimone.typepad.com/diana_scimone/
Born2fly.org Twitterthon 2010
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Tweetsgiving 2009
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Twitter Insights: @ and @’s network
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Twitter Insights: @ and @’s network
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Twitter Insights: @ and @’s network
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Twitter Tools (Resources)
Influence and usage metrics: Twitalyzer.comSchedule tweets, track @mentions, autofollow: socialoomph.com/User Interfaces: TweetDeck.com, hootsuite.com, cotweet.comFinding tweets older than 10 days: http://snapbird.org/Lists: wefollow.com , twellow.com, listorious.comNonprofit twitter list: http://twitterpacks.pbworks.com/Non-Profits (a wiki)Researching when people tweet, who they talk to: http://xefer.com/twitter/Following twitter chats in real time: http://tweetchat.com/Schedule and list of all twitter chats: https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0Notifies you when your website/blog is tweeted w/o mentioning you: http://backtweets.com/Twitter search: twazzup.com, search.twitter.comPosting photos: twitpic.comTwitter applications: oneforty.comTwitter petitions: actly.com
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Debra Askanase, Community Engagement ManagerFirstGiving.com
debra@communityorganizer20.comwww.communityorganizer20.comTwitter: @askdebraskype: askdebra
THANK YOU!