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HHSNetworkCA --- Twitter for US

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    HHSNetworkCA --- Twitter for US HHSNetworkCA --- Twitter for US Presentation Transcript

    • Making Twitter Work for the CA HHSNetwork Using Twitter to Make Social Change * Lifetime guarantee included
    • Dan Cohen, Principal Full Court Press Communications [email_address] 510-271-0640 @dcstpaul / @FullCourtPress
    • Today
      • Today
      • Twitter in a nutshell
      • What it is
      • How to listen
      • Take the plunge and tweet
      • See what happens
      • Listening Tools
      • Tag-teaming the Twitterverse
      HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us Let’s Share: How am I currently advocating? Who are my key audiences? What do I want them to do?
    • HHS Network CA --- Twitter for Us
    • Failure IS an Option www.youtube.com/watch?v=-Vo4M4u5Boc HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us Only YOU can find what works for you & your organization
    • HHS Network CA --- Twitter for Us HELP is out there – tons of it BethKanter.org
    • We can all do this! Take one step…
      • In the next 5-7 days:
      • For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools
      • For YOU: Try one new media tool to “listen” & use social media tools to connect.
      • For all of us – as a NETWORK: Find and listen to your peers on-line
      HHS Network CA --- Twitter for Us
    • Congratulations! You now own your own network & newspaper
    • But before we start…Be Strategic
      • Communications Goals should rule
      • What is your near-term goal?
      • Long-term?
      • What is your strategy?
      • How do these tools fit?
      • Are you the right messenger?
      • Are you listening?
      Photo source: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/ HHS Network CA --- Twitter for Us
    • Take me to the Social Web: Beth Kanter, Beth’s Blog What is your burning question about Twitter? Write it in 140 characters or less. http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdf HHS Network CA --- Twitter for Us Another option: Open twitter.com & just start typing
    • What is twitter HHS Network CA --- Twitter for Us
    • What is twitter
      • 15 Billion messages sent – 140 characters or less
      • Millions of individual broadcasting networks – built by the users themselves
      • A new way to speak directly to the people you care about – and that want to hear from you… or
      • A giant and total time – suck away from what is really important? You be the judge
      HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us
    • Twitter Basics
      • Messages – 140 characters – a “ Tweet ”
      • Messages available to anyone – but sent directly to your “ followers ” accounts
      • Messages from the people you “ Follow ” sent to your account – all messages accessible through searching
      • Individual users have account names – identified by “@NAME”
      HHS Network CA --- Twitter for Us
    • Why Twitter? HHS Network CA --- Twitter for Us
    • What is a Tweet? BANAL HHS Network CA --- Twitter for Us
    • What is a Tweet? Head’s Up! HHS Network CA --- Twitter for Us
    • What is a Tweet? Look at Me! I’m a part of this! HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us
    • Begin at the Beginning – Twitter.com
      • Sign up for a free account and fill out your profile by adding an image and one-line bio and include a link to your site.
      • You can read on the web or send messages to your phone or IM client. Decide what works best for your working style.
      • You can "protect your updates" or "open." Pros/cons to each.
      • Decide whether you want an organizational account or individual account.
      • Share the workload - should not just be one person. Listening on Twitter can take 5 or ten minutes of your day each day.
      http://socialmedia-listening.wikispaces.com/Project+1 HHS Network CA --- Twitter for Us
    • Step One - Listen
      • Counter-intuitive – listen first
      • Follow 5 new people – see who they “listen” to, then five more, then five more – watch the conversation happen
      • Try a search – Search.Twitter.com
      • Try “California Budget” “Immigrant” “p2”
      • Read the conversation – who is saying what? Follow some interesting folks.
      Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php HHS Network CA --- Twitter for Us
    • Listening Options HHS Network CA --- Twitter for Us
    • Looking is Listening… HHS Network CA --- Twitter for Us
    • Listening Options – Watching the River Flow HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us Listening Options – Watching what one person says…and finds important
    • Listening by Referral
      • How do you find people?
      • Who do YOU trust ?
      • Who do they listen to?
      • Where do those names take you?
      HHS Network CA --- Twitter for Us
    • Access Lists of Others
      • Search for “Lists” on topic areas that matter to you
      • Search for lists created by people you want to hear more from
      HHS Network CA --- Twitter for Us
    • Listen… Search a “hashtag” HHS Network CA --- Twitter for Us
    • What have you learned by listening?
      • What conversations are out there?
      • Who is having them?
      • Is there a voice missing from the discussion?
      • Is there information missing?
      • What value can you add?
      HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us Now What? For some – the scariest screen on earth…
    • What Makes a Story?
      • Controversy. The worse it is, the better for the media.
      • Conflict. Between groups of people, industries, issues or ideas.
      • Problem/Solution Dynamic. If you want to talk about a problem, YOU’D BETTER tell them a solution.
      • Timeliness & competitive advantage (Is it an exclusive to that paper or TV station?).
      • Access to & reliability of sources – often just knowing there is someone who can educate a reporter on an issue is reason enough for them to feel comfortable enough to do a story.
      • People/Personalities. Large mistakes by little people or Small mistakes by big people.
      Author’s Note: These next three slides come from Media 101 presentation by FCP – but are instructive for us HHS Network CA --- Twitter for Us
    • What Makes a Story?
      • Dramatic Human Interest. Include the stories of real people, their triumphs, tragedies, and anecdotes.
      • Trends. Stories that suggest new opinions, behavior patterns and attitudes. Three is a trend; find at least three examples to assert that a new trend is emerging.
      • New Announcement. “Unprecedented” or “groundbreaking” or “first-ever”. Reporters are only interested in new news, not old news. Make it fresh.
      • Localize national story (and vice versa). Take a nationally breaking story and emphasize its local impact
      HHS Network CA --- Twitter for Us
    • What Makes a Story?
      • Anniversaries/ Milestones. One year later, 5 or 10.
      • Fresh angle on old story. Take old story add fresh twist.
      • Stories. Individuals, community leaders, or galvanizing spokespersons who may become news themselves.
      • Special event. A huge conference, rally, or gathering. Frame event to capture the issue and importance.
      • Rapid Response. React & OWN news others have made.
      • Celebrity. If you have a celebrity on your side, someone known in your community, make sure they are included in the story.
      • Strange Bedfellows. Have unlikely allies come together in solidarity over your issue? Highlight it in your story.
      HHS Network CA --- Twitter for Us
    • So – what do you have to say?
      • Personal thoughts and reflections that meet your goal?
      • Are you first? The only? The most trusted to share it?
      • Replies (@twittername) - this comes from listening to your followers (you have to follow back to see their tweets). The more personal the reply, the higher the impact.
      • Direct replies (d twittername) - this isn’t in the public timeline, but it helps build deeper bonds to talk directly to someone like this.
      • New blog posts – yours & promote other people’s blog posts that are of interest
      • Announcements - if it is interesting, tweet it
      • Shout outs - @twittername rocks! Thanks for the great link: http://insertlink.com These make people feel great, too.
      HHS Network CA --- Twitter for Us Adapted from http://www.horsepigcow.com/2008/04/tweeting-for-companies-101/
    • Fear-free Tweeting
      • How could you message your peers in 140 characters or less?
      • How would it be different than how you communicate now?
      HHS Network CA --- Twitter for Us
    • Step Two – Take the Plunge
      • John Myers, KQED –
      • “… I think the broader the focus of the tweets, the harder it gets. I sometimes find myself straying a bit beyond what I think is most valuable. I think folks who tweet anything and everything tend to water down their value. “
      HHS Network CA --- Twitter for Us /
    • Step Two – Take the Plunge
      • @ShaneGoldmacher, LATimes
      • “ I would say that Twitter can be most effective to cover live, as they are happening events.
      • Also, can be most useful to point out stories or things people would otherwise miss.”
      • He added, “Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.”
      HHS Network CA --- Twitter for Us Step Two – Take the Plunge
    • So… Write it in 140 characters or less. http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdf HHS Network CA --- Twitter for Us
    • What do we do next? Twitter for Us – Part II Listening Tools & Collaboration
    • Did Twitter feel like this to anyone? HHS Network CA --- Twitter for Us
    • But with all this data flowing by…
      • There are tools to help you manage
      • Help is a few clicks away
      • Tools to help you listen, sort, and manage your tweets
      HHS Network CA --- Twitter for Us
    • TweetDeck hootsuite HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us
    • Type 140 here HHS Network CA --- Twitter for Us
    • Twitter – on hootsuite HHS Network CA --- Twitter for Us A mention… A message…
    • Twitter – on hootsuite A twitter list… A search term… HHS Network CA --- Twitter for Us A Scheduler
      • Multiple users on one twitter account – good for organizations
      • You can set tweets to go out at certain time
      • Considered to have BEST tracking tools of any free software
        • How many people retweeted?
        • Who adopted my link – but tweeted their own message?
      • Uses url shortener owl.ly
      HHS Network CA --- Twitter for Us
    • How do we work together? HHS Network CA --- Twitter for Us
    • MAKE IT EASY HHS Network CA --- Twitter for Us
    • MAKE IT EASY HHS Network CA --- Twitter for Us @HHSNetworkCA - Let California Vote Sample Tweets:   #JerryBrown signed the cuts. Now it’s time to stand up for Democracy and #LetCAVote on these modest #cabudget revenues!   We paid our fair share in #cabudget cuts! #LetCAVote on #Jerry Brown revenues and invest in California’s future! Californians deserve the opportunity to have a say in their future. We accepted $12 bill in #cabudget cuts – #LetCAVote NOW!   If opponents think voters will reject these #cabudget revenue proposals, then what harm could come by putting them to a vote? #LetCAVote   We will not accept $12 billion in #cabudget cuts WITHOUT the opportunity to vote on #JerryBrown revenue package. #cabudget cuts = lost jobs, hungry children & out-of-work families. #LetCAVote on #JerryBrown revenues NOW!   Californians accepted life-threatening #cabudget cuts. Now it’s time to let constituents have a say and #LetCaVote on the modest revenues.   Californians have suffered $16 billion in HHS #cabudget cuts over the last 3 yrs. Time to make smart investments with revenues. #LetCAVote   Haven’t the most vulnerable Californians suffered enough? It’s time to #LetCAVote and put #cabudget revenues to the voters!   Californians deserve the chance to weigh in on their own future. #LetCAVote on the Governor’s modest #cabudget revenues!
    • JUST ADD IT IN… HHS Network CA --- Twitter for Us
    • Here’s the Talking Points… HHS Network CA --- Twitter for Us
    • Now, Take it to Facebook… HHS Network CA --- Twitter for Us
    • Now, Take it to Twitter… HHS Network CA --- Twitter for Us
    • Some next steps for us…
      • Pre-tweets – can we send out some common messaging?
      • Re-tweets – can we try to retweet when peers send tweets?
      • Tweet Days – can we work with our allies?
      • Test a Hashtag – #(you name it)
      HHS Network CA --- Twitter for Us
    • Some next steps for you…
      • Keep listening – and then listen more
      • Try stuff – tweet, see if anyone retweets & learn
      • Use a tool – to help manage the data flow
      HHS Network CA --- Twitter for Us
    • Your Homework HHS Network CA --- Twitter for Us
      • Sign up for Twitter
      • Follow 5 new people/day for 7 days (@dcstpaul, @Kanter, @healthaccess, @HHSNetworkCA)
      • Watch twitter for 5 minutes each day (weekends too!)
      • Learn 5 new things while watching (from banal to critical)
      • Find one new person out there – you didn’t already know – that may be a resource to you
      • Send one tweet that “only you” could send
      • Use Hashtag #CABudget
    • Dan Cohen, Principal Full Court Press Communications [email_address] 510-465-8294 @dcstpaul / @FullCourtPress
    • Social Media Efforts Peer Learning
    • My E-Patient Twitter Success Story When I arrived at the Mayo Clinic in Rochester, Minnesota a few weeks ago, I was asked: "Who referred you to us?" My answer was …"Twitter." Twitter leads to diagnosis and treatment: The Story of Erin Turner HHS Network CA --- Twitter for Us
      • Mother reads story USA Today re: wrist pain
      • Tells daughter about news story
      • Daughter participates in #wristpain tweet chat hosted by Mayo Clinic
      • Talks with same doctor from news story and reviews Mayo site for information
      • Makes appointment with doc
      • Diagnosis made, surgery within 24 hrs
      • Blog post about experience, which further spreads information…
      Twitter leads to diagnosis and treatment The Story of Erin Turner Dr. Richard Berger HHS Network CA --- Twitter for Us
    • New Media Success HHS Network CA --- Twitter for Us http://www.youtube.com/watch?v=1tWmfRSGoMc
    • RESULTS: Hospital Helps Someone, gets GREAT PR, demonstrates leadership & experience HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us “ It Gets Better” – Putting the tools to work Candor Timeliness Ease of access
    • LIST BUILDING
    • Story Telling HHS Network CA --- Twitter for Us
    • My California Story.org Story Telling HHS Network CA --- Twitter for Us
    • Using Video – Educating (through humor) www.youtube.com/watch?v=ZHRC30ZWGHA HHS Network CA --- Twitter for Us Microtargeting a community
    • Building your Broadcast Network - Advocacy Lobby Day 2010 A Tree Falls & Everyone Hears HHS Network CA --- Twitter for Us
    • Building your Broadcast Network - Education HHS Network CA --- Twitter for Us
    • Try Something New on Lots of Platforms for Fundraising HHS Network CA --- Twitter for Us
    • New Ways To Engage & Build Teams / Community HHS Network CA --- Twitter for Us
    • Twitter Celebrity Website Payoff HHS Network CA --- Twitter for Us
    • Piece by Piece…. HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us
    • HHS Network CA --- Twitter for Us
    • Dan Cohen, Principal Full Court Press Communications [email_address] 510-271-0640 @dcstpaul / @FullCourtPress