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Understanding the Twitter Rule
 

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 ...

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 Understanding the Twitter Rule Presentation Transcript

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