Bootstrapping Your Social Media Engagement

Presented by Debra Askanase, Engagement StrategistBootstrapping Your Social MediaEngagement

It’s all about Bootstrapping Bootstrapping Twitter Facebookengagement engagement engagement

It’s all about engagement Think about the conversation

The social media funnel Move to Action Creates TrustSocial Media Engage

It’s about RELATIONSHIPS, not broadcasting

Facebook is about the conversation and value-added content, not broadcasting

Engaging Practices Value-added content Regular programming Participation entry pathsReal interactions: personal engagement hhh Conversation starters Open-ended questions

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 http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online

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 http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online

Understand the Ladder of EngagementHappy BystandersSpreadersDonorsEvangelistsInstigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

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?

Bootstrapping Twitterengagement Research and Examples

Know what the conversation is about http://www.flickr.com/photos/89888346@N00/179760033/

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?

Can a logo have this kind of conversation? http://www.flickr.com/photos/57038784@N00/2215481444/

Who would you rather tweet to?

Personalize the official profile

Combine personal/professional profile

Be an avid conversationalist http://www.flickr.com/photos/moriza/2565606353/

Really connecting as an entity means Be genuine Be honest Really engage in conversation Invest in developingletting individuals shine relationships http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/

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?

When to tweet http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

When to tweet http://www.whentotweet.com/

Use hashtags to be in the conversation #nonprofit #ff #followfriday #woofwednesday #fundraising #nptech #socent #activsm #advocacy #causes #charitytuesdayhttp://www.bethkanter.org/hashtags-snowflakes/http://www.companykmedia.com/2011/05/18/30-super-useful-nonprofit-hashtags-twitter-chats-too/

Get involved in twitter chats #nptalk #ynpnchat #fundchat #smNPchat #vivanistachat #socentchat #cmgrchat For a continuously updated list of twitter chats, go tohttps://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en_US#gid=0

Curate your own lists (private and public)

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

Twitter tools that rock

Bootstrapping FacebookEngagement View your slides from anywhere!

When to post to Facebook http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

ROE of Facebook posting frequency

Research: engaging through posts http://www.emarketer.com/Article.aspx?R=1008328

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” questionshttp://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html

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 http://socialmediatoday.com/steve-olenski/361639/facebook-autoposting-social-media-no-no

http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

Content calendar: community question

Own the conversation: youth business

Cross-post with strategic partners

Welcome them strategically

Give them unique content, thematically

Unique offersonly found onthe FacebookPage!

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

ResourcesTwitter and Facebook resources:http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits-using-twitter/http://www.socialbrite.org/2011/09/26/8-nonprofit-twitter-superstars/http://tweepi.com/blog/2011/09/10-valuable-tips-for-ngos-on-twitter/http://mashable.com/2011/10/28/best-time-to-tweet/http://www.socialbrite.org/2011/10/10/top-tools-to-measure-performance-influence-on-twitter/http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-onlinehttp://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

Debra Askanase Engagement Strategist debra@communityorganizer20.com Twitter: @askdebraLinkedin: www.linkedin.com/in/debraaskanase Slideshare: www.slideshare.net/debask Google Plus: http://gplus.to/askdebra

Thank you Feel free to stay in touch!

Bootstrapping Your Social Media Engagement

by Debra Askanase on Nov 02, 2011

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Bootstrapping Your Social Media Engagement — Presentation Transcript