Twitter and Emerging Media for Nonprofits
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Twitter engagement strategies, tools, and measurement. Tools to identify and cultivate relationships with influencers. Creative online campaigns and nonprofit use of emerging media.
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Twitter and Emerging Media for Nonprofits
- 1. Consumers Union Social Media Training Avi Kaplan - Rad Campaign
- 2. Agenda • Goals and Value • Writing for the Web • Twitter Engagement • Twitter Tools • Emerging Media
- 3. GOALS & VALUE Strengthen relationships Continue theConversation Build Trust Intimacy and Transparency
- 4. 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.
- 5. Twitter Glossary • Following • @Reply • Retweet • DM • Favorite • #hashtag • Twitter Clients • Mobile client • Desktop client
- 6. Content Pyramid Social Informal Right Media Now Blog Posts News Articles Features Evergreen Content Formal 3 years from now
- 7. 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?
- 8. 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
- 9. TWITTER ENGAGEMENT Weekly rituals
- 10. 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
- 11. TWITTER ENGAGEMENT Multimedia
- 12. 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?”
- 13. TWITTER ENGAGEMENT Ask Questions
- 14. TWITTER ENGAGEMENT Ask Questions
- 15. TWITTER ENGAGEMENT Hashtags: Aggregate Conversations Hashtags: Descriptive Fun
- 16. TWITTER ENGAGEMENT Thank and Promote Others
- 17. TWITTER ENGAGEMENT Thank and Promote Others
- 18. TWITTER ENGAGEMENT Hashtags: Twitter Chats
- 19. TWITTER ENGAGEMENT Hashtags: Twitter Chats
- 20. TWITTER ENGAGEMENT Engage Your Network
- 24. DEALING WITH MISTAKES Correcting the Oops!
- 25. DEALING WITH MISTAKES Find Humor and Take Advantage of the Oops!
- 26. TWITTER STATS Tooting your own horn
- 28. TWITTER STATS Tweet Length
- 29. TWITTER STATS Time of Day
- 31. MAKE IT WORK FOR YOU There’s no one way to do social media
- 32. CULTIVATE INFLUENCERS - TWITTER LISTS
- 33. CULTIVATE INFLUENCERS - TWITTER LISTS
- 34. CULTIVATE INFLUENCERS - TWITTER LISTS
- 35. CULTIVATE INFLUENCERS - DIRECTORIES Topics
- 42. Twitter Tools
- 43. Twitter Tools
- 44. Twitter Tools
- 45. Twitter Tools
- 46. Twitter Tools
- 47. Twitter Tools
- 48. Twitter Tools @JohnHaydon’s auto DM welcome message. If you are going to send auto DMs you can use SocialOomph to rotate the message.
- 49. Twitter Mobile
- 50. Twitter Measurement Monitor
- 53. Twitter Display
- 54. Twitter Display
- 55. Live streaming
- 56. TIME MANAGEMENT
- 57. 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.
- 58. TWITTER AND SOCIAL MEDIA CAMPAIGNS
- 59. #ReasonstoBeatYourGirlfriend Trends as #1 hashtag globally on Twitter July 31, 2011 for 2 days.
- 60. #ReasonstoBeatYourGirlfriend • 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.
- 61. #ReasonstoBeatYourGirlfriend Twitter’s CEO Responds (Kind Of)
- 62. #ReasonstoBeatYourGirlfriend Founder of Rad Campaign says “Lame response. Time to put Twitter in the hot seat.”
- 63. #ReasonstoBeatYourGirlfriend Petition to @Twitter to Remove the Trend
- 64. #ReasonstoBeatYourGirlfriend Results: • Petition goes “viral” • Close to 3K signatures in less than 24 hours • @WomenWhoTech’s following grow quickly. Why didn’t a Domestic Violence • Earned media organization take the lead? • Hashtag “disappears” as a Don’t miss opportunities to use Twitter trend Monday. trends that relate to Consumer • Twitter management team Union’s core issues. rethinking their policies Be prepared for rapid response around these issues. using social media.
- 65. #BlameDrewsCancer - Drew Olanoff, Micromarketer Why me? What for? Why now? Who says?
- 66. 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.
- 67. Citizen Gulf CitizenEffect 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.
- 68. Citizen Gulf
- 69. APP STORE NONPROFIT POLICY DON’T FORGET MULTI-CHANNEL FOR CAMPAIGNS
- 70. APP STORE NONPROFIT POLICY
- 71. APP STORE NONPROFIT POLICY
- 72. Mission and Vision Epic 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. America’s Giving Epic Change TweetsGiving Challenge
- 73. Epic Change in Tanzania Mama 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 America’s Giving Epic Change TweetsGiving Challenge
- 74. America’s Giving Challenge 1st 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 Epic Change TweetsGiving Challenge
- 75. 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. America’s Giving Epic Change TweetsGiving Challenge
- 76. TweetsGiving – Epic Thanks 2008 Successes 2009 • #1 trending topic on Twitter • Over 30 live gratitude parties worldwide so far, from Tel • Over 15,000 site visits Aviv to Silicon Valley, • Over 3,000 “tweets” of gratitude including college campuses • Coverage in hundreds of blogs • Over $11K raised in 48 hours 2010-2011 • 360 donors, 98% new • $30.92 average gift • 1 new classroom America’s Giving Epic Change TweetsGiving Challenge
- 77. TweetsGiving – Epic Thanks America’s Giving Epic Change TweetsGiving Challenge
- 78. TweetsGiving – Epic Thanks America’s Giving Epic Change TweetsGiving Challenge
- 79. EMERGING MEDIA
- 80. Mobile Media
- 81. Mobile Media
- 82. Mobile Media
- 83. Mobile Media
- 84. Content Curation
- 85. Content Curation
- 86. Content Curation
- 87. Content Curation
- 88. Content Curation #Squirrels4Good - @NWF 9K mentions in a couple of weeks and $9K raised
- 90. Content Curation Occupy Wall Street http://wearethe99percent.tumblr.com/
- 91. Social Context
- 92. Social Context
- 93. Collaboration & File Sharing
- 94. Collaboration & File Sharing
- 95. Questions
- 96. Avi Kaplan Senior Strategist, Rad Campaign avi@radcampaign.com twitter.com/@MeshugAvi www.radcampaign.com
- 97. Photo Credits Flickr users: Improbable Roach League of Women Voters of California Popofatticus COG LOG LAB. dirkjankraan.com Aswirlymatrix btmspox Mlibrarianus Lukas Vermeer Darren Mckeeman Kevin H. Ramereth HikingArtist.com Oberazzi alancleaver_2000 ThomasHawk DogFromSPACE Mal Cubed Matt McGee johnhaydon Raquel Camargo Greenfaerietree
Notas del editor
- If you wouldn’t say it in front of your mother, don’t say it online.Keep it appropriate and polite. It can be easy for people to use the anonymity of a screen and keyboard as an excuse to be mean, rude, and offensive. It’s important not to fall into that trap, especially when disagreeing with others’ opinions.It can be hard to read people’s tone. Go overboard to communicate your openness to listen.
- Informal does not mean fabricated or under-researched. It simply means you are giving more of a voice to your content than you would if it was a scientific paper.
- Sets an expectation for how to respond. Gives you an easy post at your fingertips.
- Sets an expectation for how to respond. Gives you an easy post at your fingertips.
- Not every question needs to be about the meaning of life.
- In Hootsuite – can set up which layout of RTs you want
- In Hootsuite – can set up which layout of RTs you want
- No rules of hashtags – can use it for your own, use it for a chuckleJournchat – for journalism students, pose questions; people who have relevant responses will do that behind the scenes; Twitter chats:Good to announce ahead of time; a tool called row feeder, will give you a record of the whole chat; will give you tweets in xcl file—at the end you can download the record and then go back and follow all the ppl who you may have not known earlier Keep it topic related; Invite privately 5 people to plan to be there with you; It’s ok if it’s small; whoever shows up, people help you tell the story yesterdayIf it’s high volume chat:1) let ppl moderate it themselves; sub conversations are fine; if you are getting more to 20/tweets a minute, high volume; prepare five questions for the hour or half hour; if getting off-topic remind ppl topic2) recurring 2 wks, every month, they grow slowly
- No rules of hashtags – can use it for your own, use it for a chuckle
- Think of informal moments – some of the most communal things you can do on Twitter; Things that get most attention are when you show your personality/creativity; What you can do to come up with your own twist; unique things get tweeted the most; Doesn’t have to be about your work all the time;HSUS – responded to person who wanted help getting ideas
- They say twitter is about engagement; some of things that get retweeted the most are links to articles (doing reading for them);
- DanZarrella of Hubspot (got bought by Salesforce) – social media scientistNo one wants to hear you talk about yourself
- Tweets with more action words more retweetable; keeping tweets short; Title, link, via
- Spike at noon, spike at 3, when people will click through on your tweets; click-through might be higher because volume went down;
- Weekend: volume goes down, but click through goes up;
- Biggest influences can be ppl with 500-2,000 followers; someone active on Twitter, have replies going on; probably pretty engaged with the people who do follow them; if they are following you, there’s going to be seeing what you say, than someone following 100,000 ppl; they have ability to read tweets from last few days, unrealistic for someone who follows 100,000; another list to curate could be people who retweeted us;
- Listorious: will search lists that other people have created publicly; you can curate something like “great health publications” as a list; well, here’s my list and you can see it;
- KLOUT: good for finding people talking about topics; can search topics and can scroll down and click through and add them to your list; gives an authority level of tweeters according to KLOUT; Parody site: klouchebaghttp://klouchebag.com/
- Twellow: can search patient safety; can do a score of influence; click through before you follow them;
- Wefollow: another tool to find influentials
- Muckrack; most free; certain search features cost; probably more long term investment building a repoire with people, might be more likely to take your calls;
- Muckrack; most free; certain search features cost; probably more long term investment building a repoire with people, might be more likely to take your calls;
- Muckrack; most free; certain search features cost; probably more long term investment building a repoire with people, might be more likely to take your calls;
- O'Reilly case study about Twitter petition
- Need to choose one @twitteruser target for your Act.ly petition
- There is advertising on Twitter; barrier is high; right now: to promote one at all, have to spend at least $5,000
- Used Twitter and other social media channels to crowd source events and spread photos and videos. No PR/Ad budget.
- Survey released showing that 76% of Facebook Users Find BP Irresponsible or Criminal .
- Care2 - to get Apple to open up the app store for nonprofits so that they can take donations. Craig Newmark. http://www.thepetitionsite.com/1/iphone-nonprofit-donations/Over 41K signatures. Identified influencers in the nonprofit community like Beth Kanter, Amy Sample Ward, etc who were irked about Apple's position to write more about it and add the petition widget. The petition's goal was 30K signatures and it generated 41K signatures.http://www.bethkanter.org/iphone-donation/http://amysampleward.org/2010/12/03/petition-apple-to-support-nonprofits/
- Care2 - to get Apple to open up the app store for nonprofits so that they can take donations. Craig Newmark. http://www.thepetitionsite.com/1/iphone-nonprofit-donations/Over 41K signatures. Identified influencers in the nonprofit community like Beth Kanter, Amy Sample Ward, etc who were irked about Apple's position to write more about it and add the petition widget. The petition's goal was 30K signatures and it generated 41K signatures.http://www.bethkanter.org/iphone-donation/http://amysampleward.org/2010/12/03/petition-apple-to-support-nonprofits/This led to private discussions with Apple’s management team about how to open up the app store to nonprofits.
- Tweetsgiving for influencer strategy, fundraising through social, etc.
- Tweetsgiving for influencer strategy, fundraising through social, etc.
- Instagram: got bought for a million dollars; can upload photos in the app, create visual filters, if you connect your facebook account, shows as prominent photos not a link, photos on FB are really engaging; likes within instagram;
- The instagram of video: viddy; can’t post a video longer than 15 secs; Incredibly hot for the under 20 set; college kids too; more fleating; would be surprised what you can video in 15 secs; Over 25 million users. Their biggest competitions, Socialcam has over 35 million users.
- Cinch: audio capture, mobile
- Q&A