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

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Twitter Fundraising:
Holy Grail or Fail Whale?
Holy Grail or Fail Whale?
• John Haydon
• http://twitter.com/johnhaydon

2. 2
What we’ll be talking about
• Know how to explain Twitter to your grandmother
• Master the 4 post types - when and how to use them
• Twitter vs. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN
and Ashton Kutcher did?

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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 at http://search.twitter.com (more on slide
32).

4. 4
What we’ll be talking about
• Know how to explain Twitter to your grandmother
• Master the 4 post types - when and how to use them
• Twitter vs. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton
Kutcher did?

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How To Explain
Twitter to
Grandma

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If technology is clearly understood,
execution of your social media
strategy is more likely.
How to
explain Twitter
to your
Grandmother
6

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IM + B = T
Instant Messaging + Blogging = Twitter
How to
explain Twitter
to your
Grandmother
7

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Instant Messaging + Blogging
Short, quick messagesShort, quick messages
Easy To UseEasy To Use
Messages are archived
Private MessagingPrivate Messaging
SEO Friendly
Public Posts

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Yeah, Grandma -
lot’s of people use
Twitter!
86%

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1. Go to Twitter.com
2. Watch “Twitter in Plain English
Video”
3. Sign up (Name, Bio, Email,
Picture)
4. Invite friends though web email
service (gmail, yahoo...)
How to sign
up on Twitter

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What we’ll be talking about
• Know how to explain Twitter to your grandmother
• Master the 4 post types - when and how to use them
• Twitter vs. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton
Kutcher did?

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Four Post Types

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Four Post Types
• Plain or “Web 1.0 Post″
• Re-Tweet or “Good Karma” Post
• Reply Post or “Social” Post
• Direct Message or “Email” Post13

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Four Post Types
• Pro: Clearly communicates that your post is
intended for all followers. Very inviting (unless the
content is crap).
• Con: Folks could perceive you as self-centered if
the majority of your posts are all one-way (Web
1.0).
Plain or “Web 1.0 Post″
Example

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Four Post Types
• 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).
• 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.
Re-Tweet or “Good Karma” Post
Example

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Four Post Types
• Pro: This post says that your social - you’re
connecting with others and being helpful.
• Con: If most of your posts start with
”@yourfriend“, you could alienate other users.
Reply Post or “Social” Post
Example

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Four Post Types
• Pro: Facilitates a private, more personal
conversation between two users. Could lead to
developing a new client.
• Con: Couldn’t think of a con for this one - I’m a
big believer in one-on-one communication (more
than 70% of my posts are via direct message).
Direct Message or “Email” Post
Example

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What we’ll be talking about
• Know how to explain Twitter to your grandmother
• Master the 4 post types - when and how to use them
• Twitter vs. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton
Kutcher did?

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Twitter vs.
email and direct
mail

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Twitter.... and.... Email
Very CheapVery Cheap
High Viral PotentialHigh Viral Potential
Highly targeted
Organize Your BaseOrganize Your Base
Behavior can be
measured
Highly Personalized

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Twitter.... and.... Direct Mail
Very CheapVery Cheap
High Viral PotentialHigh Viral Potential
Highly targeted
Organize Your BaseOrganize Your Base
Tried and True
Highly Consumable

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What we’ll be talking about
• Know how to explain Twitter to your grandmother
• Master the 4 post types - when and how to use them
• Twitter vs. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton
Kutcher did?

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Twitter
campaign
management
basics

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Twitter campaign management basics
• Messaging vs. Connection
• Giving vs. taking
• Connector vs. Broadcaster
• Your avatar - logo or photo?
• Finding your advocates
• Campaign “tricks” & tools
• Oh, and what’s a Hashtag?

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• Twitter is a different
animal.
• Think of it as a community
instead of a “target
market”.
• @ and RTs
Photo: julien tromeur - Fotolia

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• The most powerful way
to build relationships on
Twitter happens to be a
“well-kept secret”
known by everyone:
Don’t keep score
• Enlightened Self-Interest
is simple math: Seven is
greater than one.
http://www.corporatedollar.org/2008/11/how-to-get-the-universe-to-promote-you-on-twitter/
Photo: julien tromeur - Fotolia

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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

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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 won’t won’t get the
attention they deserve.
Any new connections won’t won’t get the attention
they deserve.
Any new connections won’t won’t get the attention
they deserve.
Vs.
http://www.blogforprofit.com/social-media/combining-broadcaster-and-connector-tw
Photo: julien tromeur - Fotolia

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• Who do you party with? Logos or people?
• “When people view a stream of tweets, your avatar
(and therefore your tweet) should stand out.” - Guy
Kawasaki

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• Keyword search on http://search.twitter.com
• Create alerts on http://tweetbeep.com,
http://tweetscan.com/
• Real-time search on http://monitter.com/,
http://tweetgrid.com/
Photo: julien tromeur - Fotolia

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Follow their
followers
Photo: julien tromeur - Fotolia

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Campaign “tricks” & tools
TweetDeck

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Campaign “tricks” & tools
1. #hashtag based events
2. Potent content is key
3. 2nd degree is the goal
4. Tipjoy, Chipin, 12for12k
5. Twitter landing page

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Oh, and what’s a Hashtag?
A Hashtag is a simple way of catagorizing
content on Twitter so that users with
similar interests can converse about that
topic.

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What we’ll be talking about
• Know how to explain Twitter to your grandmother
• Master the 4 post types - when and how to use them
• Twitter vs. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN
and Ashton Kutcher did?

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How can we do what
MalariaNoMore.Org,
CNN and Ashton
Kutcher did?

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Here’s 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

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Here’s why it worked
1. Twitter’s 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/

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Questions?
Photo: julien tromeur - Fotolia

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Follow me on Twitter at
http://twitter.com/johnhaydon
My blog
http://rockyourweb.com