Twitter Final

Twitter: Hype vs. Reality August 15th, 2009 Questions? [email_address] Twitter: #dfans Paid for by Democracy for America, www.democracyforamerica.com, and not authorized by any candidate or candidate’s committee. … live @

Tonight’s Trainers Matt Blizek Night School Host @dfatraining Jen Nedau Air America www.jennedeau.com @humanfolly Adam Green PCCC www.boldprogressives.com @adamgreenonline Questions? nightschool@democracyforamerica.com 2

What is Social Media
What does Social Media Offer?
Organizational efficiencies
Reduced transaction costs
Free advertising
Owning the brand on multiple platforms
Engaging new consumers
Two-way conversation
Social Media is relevant because:
Social Media is great for getting out the message
Reaches people where they are at
Interest based vs. friend based
A new way to communicate
Questions? nightschool@democracyforamerica.com 3

Social Media Stats Check out Marta Kagan’s: What the F**K is Social Media: One Year Later Questions? nightschool@democracyforamerica.com 4

Connecting to the Viral Loop of Information Visual Content Image credit: Brian Solis & @Jess3 Questions? nightschool@democracyforamerica.com 5

et al. – et alias “and others” i.e. – id est “that is” e.g. – exempli gratia “for example” Twitter is a natural extension of the way we speak. Questions? nightschool@democracyforamerica.com 6

Tweeting Basics
Tweet: The result of posting to Twitter
RT: The result of reposting someone else’s tweet
H/T: Hat-tip, give credit where it’s due
@ Message: A response or a message to a specific handle. When used at the beginning, it can be found under the replies tab (a sort of public “inbox”)
DM: Direct Message, can send only to those following you (goes into your private Direct Message “inbox”)
Hashtag: The # sign is used to denote a major topic (like tagging/categorizing on a blog)
Popular progressive hashtags: #p2 #topprog #rebelleft #woc #fem2

“ Hi, my name is Jen. And I’m addicted to Twitter.” What about you? Questions? nightschool@democracyforamerica.com 8

Questions?
Email:
[email_address]
Twitter: #dfans
9

Personal vs. Professional
Know thyself.
Know thy brand.
The personal is professional.
my passion my job my interest Questions? nightschool@democracyforamerica.com 10

Set Up A Profile. What’s Missing?
Twitter Checklist:
Short, interesting bio
Icon & background image
Link out to your website
Use @Replies
Use Bitly.com to track clicks
Follow people back
Use a real name

Slowly making progress… Denial Surprise Acceptance Addiction It takes about three months to get someone on 100% board Got Questions? nightschool@democracyforamerica.com 12

Measuring Your Brand Questions? nightschool@democracyforamerica.com 13

www.search.twitter.com Or use search on Tweetdeck  Questions? nightschool@democracyforamerica.com 14

How do I FIND Followers? Photo credit: Caroline Middlebrook How do I get people to follow me? Questions? nightschool@democracyforamerica.com 15

Online Tools for Twitter
Tweetdeck ( http:// www.tweetdeck.com )
Twhirl ( http:// www.twhirl.org / )
Digsby ( http:// www.digsby.com / )

Questions?
Email:
[email_address]
Twitter: #dfans
17

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TWITTER AS AN ORGANIZING TOOL What’s it good for? Adam Green Twitter: @AdamGreenOnline

Getting people to take action?

PCCC/DFA: Vote for our target

Twitter goes wild

Twitter Impact
330 clicks
25 sign ups
7.5% conversion

Blog Impact
CROOKS AND LIARS
2300 clicks
1141 sign-ups
49% conversion
OPEN LEFT
135 clicks
46 sign-ups
24% conversion
FLASHBACK: Twitter: 330 clicks, 25 sign ups, 7.5% conversion

Forrest The Fellow’s Impact
Posted voting link in comment sections of Daily Kos, FireDogLake, and CrooksAndLiars
84 clicks
34 sign-ups
40% conversion

Auto-Email’s Impact
1355 clicks
312 actions
23% conversion

Conversion analysis
Twitter: 7.5% conversion
Crooks and Liars blog: 49% conversion
OpenLeft blog: 24% conversion
Forrest’s blog comments: 40% conversion
Auto-email: 23% conversion
Initial DFA email: 65% conversion
Initial PCCC email: 73% conversion

WHY?
My guess: Theory of change

SO…WHAT’S TWITTER GOOD FOR?

Conference Communication

Sharing Links – No Other Action
Huffington Post:
Twitter is 1 of their top 5 link referrals.

Communicating with reporters who follow you
POLITICO REPORTER:
“I use Twitter to gather info -- polling numbers, breaking news, links to smart analysis... That info comes from all sorts of folks, in politics full-time or just intense observers.”

Communicating with reporters who follow you
JAKE TAPPER, ABC:
“I get interesting stuff from following some interesting thinkers on the L and R on twitter”

Communicating DIRECTLY with reporters
POLITICO REPORTER:
“ My suggestion would be to @ a journo when u see or hear something they may not know. Be civil. Don't demand. But say: "hey 'reporter's name' did u see this new poll in the va gov race?"  Often, we haven't. So it's a great way to highlight info and get it directly to reporters.”

JAKE TAPPER, ABC:
“ People send me stuff at @jaketapper…Sharing stories, studies, and thoughtful critiques is in my view infinitely more constructive for political advocates of any stripe than using twitter/the internet as a way to vent and insult.”

GEORGE STEPHANOPOULOS, ABC:
“Regularly I tweet out my guests, ask for questions. Get several interesting ones back.”

AMY SCHATZ, WSJ:
“I use Twitter to provide links to my stories but also to answer reader questions. I only check it a few times a day so it’s not a great way to get in touch if its urgent, but I do try to respond to folks who ask questions.”

Reporters may find you
AMY SCHATZ, WSJ:
“ I use Tweetdeck so I can keyword search stuff I cover (like FCC and "broadband stimulus") and I've found sources that way. I've also found its been a useful tool to let me see what people are doing or saying about the stuff I cover.”

EXPERIMENTATION Twitter Petitions

Twitter Petitions

“ Deal breaker”

EXPERIMENTATION Twitter Fundraising

BIG things to ask when doing Twitter activism
Is there a strategy?
Are there tangible metrics for success?
Opportunity cost?
Is clicking enough? OR Is theory of change evident?
Is there mutually reinforcing activism?

Thank you.
Any questions?
Adam Green Twitter: @AdamGreenOnline

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Twitter Final

by DemocracyforAmerica on Aug 19, 2009

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Twitter Final — Presentation Transcript