Bootstrapping Your Social Media Engagement


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Take Facebook and Twitter engagement to the next with proven tactics for increasing engagement. This presentation includes research on when and how often to tweet and post Facebook status updates, what type of tweets and updates are most shared and commented on, how to create an engaging online identity, who tweets, and why people share online. Also includes specific engagement tactics from nonprofit organizations, including why these tactics were successful and how you can replicate them. Many examples specific to nonprofit organizations, but applicable to all.

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  • Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
  • The more interactive through likes, tags, comments, more likely it is to show up in Top News feeds. Likes can turn into Shares with a comment. Shares have more weight.
  • Bootstrapping Your Social Media Engagement

    1. 1. Presented by Debra Askanase, Engagement StrategistBootstrapping Your Social MediaEngagement
    2. 2. It’s all about Bootstrapping Bootstrapping Twitter Facebookengagement engagement engagement
    3. 3. It’s all about engagement Think about the conversation
    4. 4. The social media funnel Move to Action Creates TrustSocial Media Engage
    5. 5. It’s about RELATIONSHIPS, not broadcasting
    6. 6. Facebook is about the conversation and value-added content, not broadcasting
    7. 7. Engaging Practices Value-added content Regular programming Participation entry pathsReal interactions: personal engagement hhh Conversation starters Open-ended questions
    8. 8. Why people share online: motivations 1. To bring valuable and entertaining content to others 2. To define ourselves to others 3. To grow and nourish our relationships 4. Self-fulfillment 5. To get the word out about causes and/or brands
    9. 9. Tips for getting your content shared 1. Appeal to motivation to connect with others, not the organization 2. Keep messages simple 3. Appeal to personal reasons for sharing 4. Embrace a sense of urgency 5. Understand why they follow you
    10. 10. Understand the Ladder of EngagementHappy BystandersSpreadersDonorsEvangelistsInstigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
    11. 11. Questions to Get You Started1. Why are people interested in your organization or cause?2. What content creates conversation?3. What content could create community?4. What can the community create for your content? (Collaborate and empower)5. What content or ideas can you open up?6. What added value can your content offer?7. What does the medium dictate?
    12. 12. Bootstrapping Twitterengagement Research and Examples
    13. 13. Know what the conversation is about
    14. 14. Create a content calendarDaily content: Within your messaging themesSpecial types of tweets on certain days of the week?Twitter chats you participate in as you, not the orgRegular question of the day, contest, photo of theday, etc. How often?
    15. 15. Can a logo have this kind of conversation?
    16. 16. Who would you rather tweet to?
    17. 17. Personalize the official profile
    18. 18. Combine personal/professional profile
    19. 19. Be an avid conversationalist
    20. 20. Really connecting as an entity means Be genuine Be honest Really engage in conversation Invest in developingletting individuals shine relationships
    21. 21. 50-30-20 Rule Don’t talk about yourself! 50% retweets 30% original content (links) 20% your own news + conversation!What is that people care about? What is YOUR conversation theme?
    22. 22. When to tweet
    23. 23. When to tweet
    24. 24. When to tweet
    25. 25. When to tweet
    26. 26. Use hashtags to be in the conversation #nonprofit #ff #followfriday #woofwednesday #fundraising #nptech #socent #activsm #advocacy #causes #charitytuesday
    27. 27. Get involved in twitter chats #nptalk #ynpnchat #fundchat #smNPchat #vivanistachat #socentchat #cmgrchat For a continuously updated list of twitter chats, go to
    28. 28. Curate your own lists (private and public)
    29. 29. Tweetathon: USA for UNHCR •258 people/1,524 tweets with #bluekey • 169% increase in web traffic #bluekey Tweetathon • led to >50% of key purchases that weekUsed with permission from USA for UNHCR
    30. 30. Twitter tools that rock
    31. 31. Twitter tools that rock
    32. 32. Twitter tools that rock
    33. 33. Bootstrapping FacebookEngagement View your slides from anywhere!
    34. 34. When to post to Facebook
    35. 35. When to post to Facebook
    36. 36. ROE of Facebook posting frequency
    37. 37. Research: engaging through posts
    38. 38. Research: engaging through posts • Post a question and ask for a response. It works! • Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.” • Asking a question at the end of a post drives engagement • “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions
    39. 39. Autoposting hurts your pageOn average, Facebook Pages that show postsvia a third party app such as HootSuite orTweetDeck, as opposed to linking the oldfashioned manual way, receive 70% fewerlikes and commentsThird parties don’t pull images, either
    40. 40.
    41. 41. Content calendar: community question
    42. 42. Own the conversation: youth business
    43. 43. Cross-post with strategic partners
    44. 44. Welcome them strategically
    45. 45. Give them unique content, thematically
    46. 46. Unique offersonly found onthe FacebookPage!
    47. 47. Engage with personal touches•Send personal messages through FB to fans that postand thank them• Post messages from your organization on theirFacebook Pages• Create groups• Don’t be afraid to become FB friends with some ofyour best fans• Always be commenting – answer every one
    48. 48. ResourcesTwitter and Facebook resources:
    49. 49. Debra Askanase Engagement Strategist Twitter: @askdebraLinkedin: Slideshare: Google Plus:
    50. 50. Thank you Feel free to stay in touch!