Twitter 101 For Nonprofits

Twitter for Nonprofits
By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)
Twitter – Fastest growing social media platform in the world

Twitter for Nonprofits
Using real-world case studies drawn from the nonprofit and
commercial sectors, we'll answer the following questions:
What is Twitter and where did it come from?
How does Twitter work?
How big is the Twitter base?
How are nonprofits and commercial groups using Twitter?
Is Twitter really valuable?
Does it really work for online community building, advocacy, and fundraising?
What's the future of Twitter?

Who’s Talking?
Jeff Patrick
President
Common Knowledge
@commonknow ^jp
Frank Barry
Managing Consultant
Blackbaud
@franswaa

What is Twitter?
4

My 1st Tweet
http://myfirsttweet.com/1st/franswaa

What is Twitter?
Twitter describes itself as, “a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?”
Microblogging (huh?)
Outbound Communication
Listening/research
Conversation
Community building
Sales
Customer Service
Marketing
And more …
Source: http://commoncraft.com/twitter

How does Twitter work?
7

How does Twitter work?: The Basics …
Source: http://commoncraft.com/twitter

How does Twitter work?: Anatomy …
# of people you are following
# of people following you
# of tweets you’ve sent
Where you add your “tweet”
@ messages sent to you
The timeline to view what you and your followers are saying
Direct (private) messages sent to you
Tweets marked favorite
Search
Top trending topics

How does Twitter work?: Terms to know …

How does Twitter work?: Terms to know …
Tweet
Message “@”
ReTweet “RT”
Hashtag “#”

How does Twitter work?: Search …
Resource: http://commoncraft.com/twitter-search

How does Twitter work?: Conversation …
Follow interesting and conversational people
Share “what you’re interested in” or “what has your attention”
Ask and answer questions
Participate in conversations
Be …
Human
Interesting
Helpful
Newsworthy
Conversational
Source: http://www.flickr.com/photos/dominicspics/1135876473/sizes/l/

How big is the Twitter base? Show me the stats
14

How big is the Twitter base?: By the Numbers …
In January 2009, Twitter.com clocked in with 4.5 million unique visitors in the US.
More than 7 million unique visitors in the US for the month of February 2009 (note: this number represents visitors to www.Twitter.com and does not include API or mobile Twitter usage)
The service grew 1,382% year-over-year in February 2009
21 mil US visitors in July 09
27 fold growth in one (1) yr
35-54 is largest segment
12-17 & 18-24 segments growing
Source: http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html

How big is the Twitter base?: By the Numbers …
Source: Social Networking Survey for Nonprofits by NTEN, The Port and Common Knowledge

How big is the Twitter base?: CNN vs. Ashton …
Source: http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html

Commercial Names on Twitter …
19

CNN
20

Ashton Kutcher
21

Oprah
22

Adventure Girl
23

Starbucks

Comcast Cable

Nonprofits Doing it Right …
28

Nonprofits Doing it Right …
Resource: http://mashable.com/2009/03/19/twitter-nonprofits/

American Red Cross
30

American Civil Liberties Union (ACLU)
31

The American Cancer Society
32

Greenpeace
33

The Humane Society
34

The Leukemia & Lymphoma Society (LLS)
35

Lance Armstrong Foundation (LIVESTRONG)
36

Lance Armstrong
37

National Wildlife Foundation
38

ChildFund

Athletes for a Cure

Twitter Fundraising …Some real life examples
41

Christmas Future
Campaign:
Tweetmas Future
Fundraising Goal:
$20,000
Actual:
$17,535
Time Period:
Dec 16 – 25 2008

Epic Change
Campaign:
Tweetsgiving
Fundraising Goal:
$10,000
Actual:
$11,131
372 contributors
$29.92 avg gift
Time Period:
Nov 25 – 27 2008

12for12k
Campaign:
Tweet-a-Thon
Fundraising Goal:
$12,000
Actual:
$15,549.69
Time Period:
Dec 1 – 31 2008
Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/

Charity : Water
Campaign:
Twestival
Actual:
$250+k

Operation Smile
Campaign:
140Smiles
Fundraising Goal:
$33,000
Actual:
$9,120
In-Process
Time Period:
May 31 -- ?

Operation Smile
September 09
47

Operation Smile
September 09
48

Operation Smile
September 09
49

140 Characters for 140 Smiles Campaign
September 09
50

Twitter Tips …
51

It’s not just another megaphone to yell at people with
Twitter Tips – STOP!
Source: http://www.flickr.com/photos/william-hamon/1658466013/sizes/o/

Twitter Tips - 101
There are some basics you need to know to get started
Answer the question “Why am I on Twitter?”
Think about how Twitter fits into your overall online/offline strategy
Identify staff participants
Identify your audience
Find people to follow
Determine how often you will participate
Know your tone, identity, language, interests, relationship
Source: http://www.flickr.com/photos/ekinarabaci/2858427273/sizes/l/

Being human is key to succeeding in Twitterville
Fill out your entire profile
Use a human picture
Speak in a human voice
Be a person and an organization
Present the personal angle to org. issues
Sincerity, transparency, and democracy
Twitter Tips – Humanize it!
Source: http://www.flickr.com/photos/kk/14450415/sizes/l/in/set-514662/

It’s about the people, relationships and community
Listen
Participate regularly
Engage with your followers & fellow tweeters
Be ready to learn from your followers
Retweet, respond, ask, and follow
Twitter Tips – Participate!
Source: http://www.flickr.com/photos/notsogoodphotography/503637906/sizes/o/

Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
56

How does Twitter work?: Resources …
Twitter Help
Twitter’s Getting Started Guide
Twitter’s How-To Guides
Twitter’s Troubleshooting Guides
Twitter in plain English
Twitter search in plain English

The End … We appreciate your time!
Frank Barry
Managing Consultant
Blackbaud
www.blackbaud.com
frank.barry@blackbaud.com
@franswaa (http://twitter.com/franswaa)
Jeff Patrick
President & Founder
Common Knowledge
www.commonknow.com
jpatrick@commonknow.com
Ph: 415.543.7600
@commonknow (http://twitter.com/commonknow)
58

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Twitter 101 For Nonprofits

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