Understanding the Twitter Rule


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Less broadcasting, more engagement! This presentation includes best practices and NGO examples of Twitter profiles, understanding who sees your @ messages, Twitter tools, examples of engaging practices by nonprofits, understanding Twitter influence, and theories of engagement.

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  • Survey report published Feb 2010, results from Nov 2009. Note highest results are from Twitter and the surprise of YouTube.
  • Note the satisfaction with blogs as highest.
  • Psychographics: IOAV: Interests, activities, opinions, valuesFurther info: http://aimgroup.com/clients/2009/07/13/new-study-reveals-social-net-psychographics/http://mmx.typepad.com/mmx/psychographics/: Twitter users are more like to consume news (47% of traffic),
  • Tweetalytics article: http://www.frogloop.com/care2blog/2010/3/17/tweetlytics-monitor-your-organizations-impact-on-twitter.html
  • Understanding the Twitter Rule

    1. 1. Understanding the Twitter Rule: <br />Using Twitter Effectively for Your Nonprofit Organization<br />Presented by Debra Askanase, Community Organizer 2.0<br />http://www.flickr.com/photos/thecampbells/5042764163/<br />
    2. 2. About the Presenter<br />Debra Askanase, MBA<br />Former executive director, program manager, community organizer. Social media strategy consultant.<br />Currently Community Engagement Manager at FirstGiving.com. <br />Presents and blogs about the intersection of technology, social media, and NGOs.<br />Blog and speaking: www.communityorganizer20.com<br />Twitter: @askdebra<br />“It’s all about the strategy”<br />
    3. 3. Today’s Agenda<br />Social media and engagement<br />Theories of engagement<br />Understanding @tweets<br />The Twitter Rule<br />Twitter avatars<br />Engaging Practices<br />Twitter Influence<br />Tools<br />http://www.flickr.com/photos/thecampbells/5042764163/<br />
    4. 4. The Social Media Funnel<br />
    5. 5. Effects of Nonprofit Social Media Efforts<br />Opportunity to learn about new issues – 85%<br />Another way to support a favorite cause – 80%<br />Used some form of online media to support a cause – 60%<br />Advocate for a cause (forward messages)- 36%<br />Personal behavior change – 34%<br />Purchasing cause-related products – 23%<br />Source: <br />2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615<br />
    6. 6. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/<br />
    7. 7. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/<br />
    8. 8. Engagement Theory<br />http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/<br />
    9. 9. Participation Inequality*<br />* Increase engagement to break the rule<br />Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html<br />
    10. 10. http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html<br />
    11. 11. Ladder of Engagement<br />Happy Bystanders<br />Spreaders<br />Donors<br />Evangelists<br />Instigators<br />The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)<br />http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/<br />
    12. 12. Mastering the tweet<br />http://www.slideshare.net/joshuabaer/twitter-replies-who-really-sees-the-tweet-you-just-sent<br />Photo: http://www.flickr.com/photos/thecampbells/5042764163/<br />
    13. 13. All @biztechday’s followers will see this tweet<br />plus@sue_anne only and @biztechday only see it<br />
    14. 14. Only people who follow BOTH @sue_anne and @MSchechter<br />
    15. 15. All of @GautamGhosh’s followers, plus @sue_anne and @askdebra and @mashable<br />
    16. 16.
    17. 17. The Twitter Rule<br />Minimal Broadcasting,<br />Focus on <br />Engaging<br />1:7 broadcasting to engaging <br />http://www.flickr.com/photos/thecampbells/5042764163/<br />
    18. 18. How? <br />Be a real human, in front or behind the avatar<br />Create real relationships<br />Give more than you talk about yourself<br />Think about with whom you want to talk <br />Know what you want to talk about <br />*Bonus: customize your twitter background!<br />http://mashable.com/2010/10/06/new-twitter-background-customize/<br />
    19. 19. Twitter Participants and Features<br />Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. <br />Participants<br />@messages, DM, hashtags<br />Tiny URL, personal touch,<br />Twitter #chats, tag, twitpics, lists, petitions, oneforty.com (apps)<br />Features<br />
    20. 20. In Front of Or Behind the Avatar?<br />Who will be tweeting?<br />For what organization?<br />How will you mash them up? <br />
    21. 21. You = Your Organization<br />
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26.
    27. 27. Your Organization = You<br />
    28. 28.
    29. 29. Your Organization Includes You<br />
    30. 30.
    31. 31. Your Organization Only<br />
    32. 32.
    33. 33. Engaging Practices<br />Real interactions: personal engagement<br />Value-added content<br />Participate in Twitter Chats <br />RTs, h/t, tweet others’ content<br />Be yourself, not the brand<br />Ask questions (crowdsourcing)<br />Create lists<br />Shout-outs such as #FF, #WW (Woof Wednesday), #charitytuesday<br />Offer congratulations and encouragement<br />
    34. 34. Twitter Etiquette<br />Always give credit!<br />It’s ok to barge into conversations<br />Introduce yourself in a Twitter chat<br />Thank people constantly<br />Be yourself, not the brand<br />It’s ok to ask questions (encouraged)<br />Do not RT something w/o reading it first<br />Do not tweet as if you found the article first<br />…if you did not<br />
    35. 35. Using Twitter<br />Find new stakeholders<br />Twitter chats<br />Add VALUE<br />Crowdsource<br />Research<br />Fundraise <br />Remember 1:7 broadcasting to engaging <br />http://www.flickr.com/photos/thecampbells/5042764163/<br />
    36. 36. Ideas that will add Value!<br />
    37. 37. Awesome Participatory Practices<br />http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/<br />
    38. 38.
    39. 39.
    40. 40. http://tweetsgiving.epicchange.org/twitterkids/<br />What is more personal than the Twitter Kids tweeting?<br />
    41. 41. Born2fly.org Twitterthon 2010<br />Screen shot taken on 10/10/10 early in the day.<br />More info: http://dianascimone.typepad.com/diana_scimone/<br />
    42. 42. Tweetsgiving 2009<br />
    43. 43. Twitter Insights: @ and @’s network<br />
    44. 44. Twitter Insights: @ and @’s network<br />
    45. 45. Twitter Insights: @ and @’s network<br />
    46. 46. Twitter Tools (Resources)<br />Influence and usage metrics: Twitalyzer.com<br />Schedule tweets, track @mentions, autofollow: socialoomph.com/<br />User Interfaces: TweetDeck.com, hootsuite.com, cotweet.com<br />Finding tweets older than 10 days: http://snapbird.org/<br />Lists: wefollow.com , twellow.com, listorious.com<br />Nonprofit twitter list: http://twitterpacks.pbworks.com/Non-Profits (a wiki)<br />Researching when people tweet, who they talk to: http://xefer.com/twitter/<br />Following twitter chats in real time: http://tweetchat.com/<br />Schedule and list of all twitter chats: https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0<br />Notifies you when your website/blog is tweeted w/o mentioning you: http://backtweets.com/<br />Twitter search: twazzup.com, search.twitter.com<br />Posting photos: twitpic.com<br />Twitter applications: oneforty.com<br />Twitter petitions: actly.com<br />
    47. 47. THANK YOU!<br />Debra Askanase,<br />Community Engagement Manager<br />FirstGiving.com<br />debra@communityorganizer20.com<br />www.communityorganizer20.com<br />Twitter: @askdebra<br />skype:askdebra<br />