HHSNetworkCA --- Twitter for US

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  • 1. Making Twitter Work for the CA HHSNetwork Using Twitter to Make Social Change * Lifetime guarantee included
  • 2. Dan Cohen, Principal Full Court Press Communications [email_address] 510-271-0640 @dcstpaul / @FullCourtPress
  • 3. 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
  • 4. 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?
  • 5. HHS Network CA --- Twitter for Us
  • 6. Failure IS an Option www.youtube.com/watch?v=-Vo4M4u5Boc HHS Network CA --- Twitter for Us
  • 7. HHS Network CA --- Twitter for Us Only YOU can find what works for you & your organization
  • 8. HHS Network CA --- Twitter for Us HELP is out there – tons of it BethKanter.org
  • 9. 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
  • 10. Congratulations! You now own your own network & newspaper
  • 11. 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
  • 12. 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
  • 13. What is twitter HHS Network CA --- Twitter for Us
  • 14. 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
  • 15. HHS Network CA --- Twitter for Us
  • 16. 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
  • 17. Why Twitter? HHS Network CA --- Twitter for Us
  • 18. What is a Tweet? BANAL HHS Network CA --- Twitter for Us
  • 19. What is a Tweet? Head’s Up! HHS Network CA --- Twitter for Us
  • 20. What is a Tweet? Look at Me! I’m a part of this! HHS Network CA --- Twitter for Us
  • 21. HHS Network CA --- Twitter for Us
  • 22. 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
  • 23. 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
  • 24. Listening Options HHS Network CA --- Twitter for Us
  • 25. Looking is Listening… HHS Network CA --- Twitter for Us
  • 26. Listening Options – Watching the River Flow HHS Network CA --- Twitter for Us
  • 27. HHS Network CA --- Twitter for Us Listening Options – Watching what one person says…and finds important
  • 28. 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
  • 29. 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
  • 30. Listen… Search a “hashtag” HHS Network CA --- Twitter for Us
  • 31. 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
  • 32. HHS Network CA --- Twitter for Us Now What? For some – the scariest screen on earth…
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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/
  • 37. 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
  • 38. 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 /
  • 39. 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
  • 40. So… Write it in 140 characters or less. http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdf HHS Network CA --- Twitter for Us
  • 41. What do we do next? Twitter for Us – Part II Listening Tools & Collaboration
  • 42. Did Twitter feel like this to anyone? HHS Network CA --- Twitter for Us
  • 43. 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
  • 44. TweetDeck hootsuite HHS Network CA --- Twitter for Us
  • 45. HHS Network CA --- Twitter for Us
  • 46. Type 140 here HHS Network CA --- Twitter for Us
  • 47. Twitter – on hootsuite HHS Network CA --- Twitter for Us A mention… A message…
  • 48. Twitter – on hootsuite A twitter list… A search term… HHS Network CA --- Twitter for Us A Scheduler
  • 49.
    • 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
  • 50. How do we work together? HHS Network CA --- Twitter for Us
  • 51. MAKE IT EASY HHS Network CA --- Twitter for Us
  • 52. 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!
  • 53. JUST ADD IT IN… HHS Network CA --- Twitter for Us
  • 54. Here’s the Talking Points… HHS Network CA --- Twitter for Us
  • 55. Now, Take it to Facebook… HHS Network CA --- Twitter for Us
  • 56. Now, Take it to Twitter… HHS Network CA --- Twitter for Us
  • 57. 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
  • 58. 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
  • 59. 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
  • 60. Dan Cohen, Principal Full Court Press Communications [email_address] 510-465-8294 @dcstpaul / @FullCourtPress
  • 61. Social Media Efforts Peer Learning
  • 62. 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
  • 63.
    • 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
  • 64. New Media Success HHS Network CA --- Twitter for Us http://www.youtube.com/watch?v=1tWmfRSGoMc
  • 65. RESULTS: Hospital Helps Someone, gets GREAT PR, demonstrates leadership & experience HHS Network CA --- Twitter for Us
  • 66. HHS Network CA --- Twitter for Us “ It Gets Better” – Putting the tools to work Candor Timeliness Ease of access
  • 67. LIST BUILDING
  • 68. Story Telling HHS Network CA --- Twitter for Us
  • 69. My California Story.org Story Telling HHS Network CA --- Twitter for Us
  • 70. Using Video – Educating (through humor) www.youtube.com/watch?v=ZHRC30ZWGHA HHS Network CA --- Twitter for Us Microtargeting a community
  • 71. Building your Broadcast Network - Advocacy Lobby Day 2010 A Tree Falls & Everyone Hears HHS Network CA --- Twitter for Us
  • 72. Building your Broadcast Network - Education HHS Network CA --- Twitter for Us
  • 73. Try Something New on Lots of Platforms for Fundraising HHS Network CA --- Twitter for Us
  • 74. New Ways To Engage & Build Teams / Community HHS Network CA --- Twitter for Us
  • 75. Twitter Celebrity Website Payoff HHS Network CA --- Twitter for Us
  • 76. Piece by Piece…. HHS Network CA --- Twitter for Us
  • 77. HHS Network CA --- Twitter for Us
  • 78. HHS Network CA --- Twitter for Us
  • 79. HHS Network CA --- Twitter for Us
  • 80. Dan Cohen, Principal Full Court Press Communications [email_address] 510-271-0640 @dcstpaul / @FullCourtPress