10 steps to nonprofit success on twitter
DESCRIPTION
John Haydon was the guest presenter as we covered the "Whys" and the "Hows" of including Twitter in your Social Media Strategy. Topics range from setting expectations to the mechanics and tools to help you reach constituents, both new and existing. If your organization is just embarking on Twitter - this is a must, and if you already have a following - we'll cover topics that help refine your organization’s use of Twitter for social fundraising.TRANSCRIPT
Guest Presenter
Host
Housekeeping
QuestionsWe’ll take questions via Twitter• include the hashtag #givezooks. • You can direct the question to:
• @johnhaydon or @givezooks
We will answer those questions at the end of the presentation or throughout the day
10 Steps - Overview
Clarify Expectations
Organization Buy-in
Listen
Learn Lingua Twitter
Setup your Profile
Basic Communications Methods
Tools
Conversation
Connect Impact
Measure
3
4
5
6
7
8
1
2
9
10
Clarify Expectations
Step 2 - Clarify Expectations
≠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 this later).
SilverBullet
Step 2 - Clarify Expectations
Twitter and Conversation
Sharing with friends of @givezooks on a webinar
Step 2 - Clarify Expectations
So...What are you doing?
Creating a conversation on the issue
Talking about your Nonprofit
vs.
Step 2 - Clarify Expectations
Twitter and Cultivation
Take your audience on a journey
Step 2 - Clarify Expectations
Twitter and Contributions
Educate your audience
Organization Buy-In
Step 2 - Organization Buy-in
Wait.You want to do what?
Not a good idea...Not a good idea...
don’t let them
How do we control these
people?
Step 2 - Organization Buy-in
• It’s still too new. It’s just a fad, right?
• Overwhelming, Confusing, too many options
• Fear of transparency, loss of control
• Distraction for employees to participate in social media
• Not right fit for our organization
• Not ready for a new strategy
• Don’t see ROI. Not worth the investment
Understand the list of Fears
Step 2 - Organization Buy-in
If it is a fad - it’s a big one0
20
40
60
80
Facebook YouTube Twitter LinkedIn MySpace
26.1
32.9
43.246.5
74.0
* NTEN Nonprofit Social Network Survey Report 2009
Other Orgs are incorporating it...
Step 2 - Organization Buy-in
• Build BrandRefine your messaging overtime by testing out how people react to your posts.
• Get FeedbackPost questions on articles or projects to get the feedback of followers or supporters
• Direct TrafficLet followers know about , other twitter posts, sites, news or articles that might be of interest. Trade promotion with other related organizations in your community
• Broadcast NewsProvide updates about the organization’s programs, impact, ways to get involved
• Fundraising Promotion
Have clear strategy - What are your goals?
Listening and Monitoring
Step 3 - Listening and Monitoring
MonitoringGather Information Regarding Keywords
Step 3 - Listening and Monitoring
ListeningPeople want to be heard
People want to Connect
• Organizational Impact• Success Stories• Learn more about organization• Info on Cause of interest• Info on Financial Accountability
What do people want to talk about?
Learn Lingua Twitter
Step 4 - Learn Lingua Twitter
Tweet - Is your POST or UPDATE. Up to 140 characters that immediately is broadcast to your individuals that follow you
Re-Tweet (RT) - A repeat of a tweet of someone you follow or found that you found interesting enough to want to share with your followers. By using the @<profile name> you also give credit and introduce your followers to someone else
Reply - A public response to someone. The ‘@’ (pronounced AT sign) specifies the person that you are replying to, and provides an easy link to get to their profile.
Step 4 - Learn Lingua Twitter
Direct Message (DM) - If you want to send someone a private post, just start your tweet with a D and only they will see it. They can also reply privately with a DM. You can only DM a Follower that you Follow
Mention - By using the @<profile name> you introduce your followers to someone else.
Hashtag - A tag, topic or Key Word. Always prefaced with a ‘#’ (Hash) Good examples are causes, people you serve, events or initiatives. Makes it easy to search. Using hashtags is a great way to find new followers that care about your cause
#Youth #Elderly#Education #Cancer #Environment#Arts
#Volunteer #fundraise #FollowFriday #CharityTuesday
#Elderly
Step 4 - Learn Lingua Twitter
Follower - Someone who subscribes to your Twitter Posts or Tweets
URL Shortener - With the limitation of 140 Chars., sites have emerged to help you get the most of your limited space - some have the added benefit of providing stats.
TinyURL, bit.ly, Snurl, tr.im, is.gd
Follow back - This is when you Follow a Follower. You would do this to see their posts and also so that you can DM them
People can ‘follow’ your tweets - they are called ‘followers’
But you don’t have to follow them
Step 4 - Learn Lingua Twitter
People can ‘follow’ your tweets - they are called ‘followers’
But you don’t have to follow them
This is a block of pics of some of your followers
RSS feed lets you send content to other sites(your blog, your site)
Setup your Profile
Step 5 - Setting up your Profile
Step 5 - Setting up your Profile
Step 5 - Setting up your Profile
Username: Pick a username that is your actual name or the as your other usernames. If you chose something like Funkyboy5454, you’ll be considered spam as you request to follow others. If you use your real name, you’ll be treated well.
Background Picture: Create an attractive background image in photoshop (File Dimensions: 2048 by 1707 pixels total; Branding Dimensions: 80 pixels by 587). Use the same colors that you have on your blog or website for marketing consistency.If you have many people tweeting on behalf of your organization, make sure you all have similar backgrounds
Step 5 - Setting up your Profile
“When people view a stream of tweets, your avatar (and therefore your tweet) should stand out.” - Guy Kawasaki
Your avatar - logo or photo?
Who do you party with? Logos or people?
Suggestions on how to organize...
Organization Profile
Staff
Follow
Thought Leaders
Supporters
This allows you to:
• Listen to supporters
• Direct Message supporters
• Easily Forward relevant tweets of staff to followers
• Learn from sector leaders
Step 5 - Setting up your Profile
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.
http://www.blogforprofit.com/social-media/combining-broadcaster-and-connector-twitter-accounts/
Basic Communication Methods
Step 6 - Basic Communication Methods
Four Post Types
• Plain or “Web 1.0″ Post
• Re-Tweet or “Good Karma” Post
• Reply Post or “Social” Post
• Direct Message or “Email” Post
Step 6 - Basic Communication Methods
Plain or “Web 1.0” Post
Pro ConFolks could perceive you as self-centered if the majority of your posts are all one-way (Web 1.0).
Clearly communicates that your post is intended for all followers. Very inviting (unless the content is crap).
Step 6 - Basic Communication Methods
Re-Tweet or “Good Karma” Post
Pro ConCan 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.
Creates good Karma by forwarding valuable articles to other Twitter users. Huge potential for a great article to be seen by thousands (truly viral).
Step 6 - Basic Communication Methods
Reply Post or “Social” Post
Pro ConIf most of your posts start with ”@yourfriend“, you could alienate other users.
This post says that your social - you’re connecting with others and being helpful.
Step 6 - Basic Communication Methods
Direct Message or “Email” Post
Pro ConCouldn’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).
Facilitates a private, more personal conversation between two users. Could lead to developing a new client.
Tools
Finding Supporters
Who is interested in your cause locally
2 Keyword search for your causes, people you serve or initiatives
http://nearbytweets.com/
1Go to Nearby Tweets
3 Follow local people that care about your cause
Step 7 - Tools
Desktop/web Posting and Monitoring
Let’s you easily manage posts, searches, mentions, groups and direct messages
Step 7 - Tools
Mobile Applications
Great for giving real-time updates during events, or out in the community
Most Apps will also let you post a picture
Conversation
But what do we talk about...
Start by understanding what others are currently talking about...• On Twitter • In the News• On Blogs
This is the part of conversation that most of us need to remember
Finding relevant things to talk about...
Keep on top of issues, news that impacts your sector, or what others are blogging about
These become things that you can tweet about or comment on.
What are others talking about and what’s in the news....
OR
Examples
Educate
Examples
Thank supporters
Examples
Promote others that tell
your story
Connection to Impact
Connection to Impact
3 simple questions to answer...
What can I do to help make that impact?
Why does it matter?
Connection to Impact
How it applies to Fundraising...
Your Programs It’s Impact Actionable
Information
Directed Giving
aka: Wish Lists
Our after-school program participants have a 50% increase in graduation rates http://bit.ly/H4I390
Example
Program impact + link to specific wish list item
tweet
Example
Measure
Step 10 - Measure
It’s not just about the dollars...• Followers
This is not the only goal, but it’s good to know it’s not shrinking
• Tweets over timeAre you consistently posting Updates?
• MentionsAre people including you in their posts? - There is a link on your profile page - Tools like TweetDeck also have it.
• Re-TweetsAre people spreading your message? Always thank them.
• Click-ThrusIf you are using a URL shortener, they will have stats
Step 10 - Measure
bit.ly statistics
Summary
Get others Involved• Encourage all Staff to create a twitter profile and Follow your organization• Follow key influencers of your cause or sector• Invite Supporters to Follow your organization
Include in overall communications plan• Let Existing Supporters know they can find you on twitter
• For all future communication, how will you incorporate twitter?
Make it part of your daily routine• Take 10 minutes to:
• Tell Followers what is happening within the organization (successes, impact, needs, etc.)
• Re-Tweet interesting Tweets of the individuals that you Follow
• Educate - Post links to other related articles, sites, blog, new stories ALWAYS include a comment
ThanksAbout givezooks! About John Haydon
@givezooks
facebook.com/givezooks facebook.com/johnhaydon
@johnhaydon
www.givezooks.com www. johnhaydon.com