10 Steps To Non Profit Success On Twitter Givezooks And John Haydon


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This a webinar presentation for givezooks.com gave on July 22nd, 2009.

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10 Steps To Non Profit Success On Twitter Givezooks And John Haydon

  1. 1. Host Guest Presenter
  2. 2. Housekeeping Questions We’ll take questions via Twitter • include the hashtag #givezooks. • You can direct the question to: • @johnhaydon or @givezooks We will answer those questions at the end of the presentation or throughout the day
  3. 3. 10 Steps - Overview 1 Clarify Expectations Organization Buy-in 2 3 Listen Learn Lingua Twitter 4 Setup your Profile 5 Basic Communications Methods 6 7 Tools Conversation 8 9 Connect Impact 10 Measure
  4. 4. Clarify Expectations
  5. 5. Step 2 - Clarify Expectations Silver ≠ Bullet 1. Twitter is not a silver bullet (nothing is, really).You need to have the basics covered (website, donation processing and email marketing) prior to spending a lot of time with social media. 2. Search for your audience - You need to listen and determine if your audience is even using Twitter. It may be OK just to monitor and not Tweet yourself right now. Searching can be done at http:// search.twitter.com (more on this later).
  6. 6. Step 2 - Clarify Expectations Twitter and Conversation Sharing with friends of @givezooks on a webinar
  7. 7. Step 2 - Clarify Expectations So...What are you doing? Creating a conversation on the issue vs. Talking about your Nonprofit
  8. 8. Step 2 - Clarify Expectations Twitter and Cultivation Take your audience on a journey
  9. 9. Step 2 - Clarify Expectations Twitter and Contributions Educate your audience
  10. 10. Organization Buy-In
  11. 11. Step 2 - Organization Buy-in How do we control these Not a good idea... people? Wait. Not a good idea... You want to do what? don’t let them
  12. 12. Step 2 - Organization Buy-in Understand the list of Fears • It’s still too new. It’s just a fad, right? • Overwhelming, Confusing, too many options • Fear of transparency, loss of control • Distraction for employees to participate in social media • Not right fit for our organization • Not ready for a new strategy • Don’t see ROI. Not worth the investment
  13. 13. Step 2 - Organization Buy-in Other Orgs are incorporating it... 80 74.0 60 46.5 40 43.2 32.9 26.1 20 If it is a fad - it’s a big one 0 Facebook YouTube Twitter LinkedIn MySpace * NTEN Nonprofit Social Network Survey Report 2009
  14. 14. Step 2 - Organization Buy-in Have clear strategy - What are your goals? • Build Brand Refine your messaging overtime by testing out how people react to your posts. • Get Feedback Post questions on articles or projects to get the feedback of followers or supporters • Direct Traffic Let followers know about , other twitter posts, sites, news or articles that might be of interest. Trade promotion with other related organizations in your community • Broadcast News Provide updates about the organization’s programs, impact, ways to get involved • Fundraising Promotion
  15. 15. Listening and Monitoring
  16. 16. Step 3 - Listening and Monitoring Monitoring Gather Information Regarding Keywords
  17. 17. Step 3 - Listening and Monitoring Listening People want to be heard People want to Connect What do people want to talk about? • Organizational Impact • Success Stories • Learn more about organization • Info on Cause of interest • Info on Financial Accountability
  18. 18. Learn Lingua Twitter
  19. 19. Step 4 - Learn Lingua Twitter Tweet - Is your POST or UPDATE. Up to 140 characters that immediately is broadcast to your individuals that follow you Re-Tweet (RT) - A repeat of a tweet of someone you follow or found that you found interesting enough to want to share with your followers. By using the @<profile name> you also give credit and introduce your followers to someone else Reply - A public response to someone. The ‘@’ (pronounced AT sign) specifies the person that you are replying to, and provides an easy link to get to their profile.
  20. 20. Step 4 - Learn Lingua Twitter Direct Message (DM) - If you want to send someone a private post, just start your tweet with a D and only they will see it. They can also reply privately with a DM. You can only DM a Follower that you Follow Mention - By using the @<profile name> you introduce your followers to someone else. Hashtag - A tag, topic or Key Word. Always prefaced with a ‘#’ (Hash) Good #Education #Cancer #Arts #Environment examples are causes, people you serve, #Youth #Elderly #Elderly events or initiatives. Makes it easy to search. Using hashtags is a great way to find #Volunteer #fundraise #FollowFriday #CharityTuesday new followers that care about your cause
  21. 21. Step 4 - Learn Lingua Twitter People can ‘follow’ your tweets - they are called Follower - Someone who subscribes to ‘followers’ your Twitter Posts or Tweets But you don’t have to follow them Follow back - This is when you Follow a Follower. You would do this to see their posts and also so that you can DM them URL Shortener - With the limitation of 140 Chars., sites have emerged to help you get TinyURL, bit.ly, Snurl, tr.im, is.gd the most of your limited space - some have the added benefit of providing stats.
  22. 22. Step 4 - Learn Lingua Twitter People can ‘follow’ your tweets - they are called ‘followers’ But you don’t have to follow them This is a block of pics of some of your followers RSS feed lets you send content to other sites (your blog, your site)
  23. 23. Setup your Profile
  24. 24. Step 5 - Setting up your Profile
  25. 25. Step 5 - Setting up your Profile
  26. 26. Step 5 - Setting up your Profile Username: Pick a username that is your actual name or the as your other usernames. If you chose something like Funkyboy5454, you’ll be considered spam as you request to follow others. If you use your real name, you’ll be treated well. Background Picture: Create an attractive background image in photoshop (File Dimensions: 2048 by 1707 pixels total; Branding Dimensions: 80 pixels by 587). Use the same colors that you have on your blog or website for marketing consistency. If you have many people tweeting on behalf of your organization, make sure you all have similar backgrounds
  27. 27. Step 5 - Setting up your Profile Your avatar - logo or photo? Who do you party with? Logos or people? “When people view a stream of tweets, your avatar (and therefore your tweet) should stand out.” - Guy Kawasaki
  28. 28. Suggestions on how to organize... Organization Profile This allows you to: • Listen to supporters Follow • Direct Message supporters Staff Thought • Easily Forward relevant Leaders tweets of staff to followers Supporters • Learn from sector leaders
  29. 29. Step 5 - Setting up your Profile Connector vs. Broadcaster accounts The collateral damage of “high output” events: 1. Your current Twitter relationships with may be turned off by sudden broadcasting. 2. Users that find you in a search may choose not to follow you if they see a high amount of broadcast posts. 3. Any new connections won’t won’t get the attention they deserve. http://www.blogforprofit.com/social-media/combining- broadcaster-and-connector-twitter-accounts/
  30. 30. Basic Communication Methods
  31. 31. Step 6 - Basic Communication Methods Four Post Types • Plain or “Web 1.0″ Post • Re-Tweet or “Good Karma” Post • Reply Post or “Social” Post • Direct Message or “Email” Post
  32. 32. Step 6 - Basic Communication Methods Plain or “Web 1.0” Post Pro Con Clearly communicates that Folks could perceive you your post is intended for all as self-centered if the followers. Very inviting majority of your posts are (unless the content is crap). all one-way (Web 1.0).
  33. 33. Step 6 - Basic Communication Methods Re-Tweet or “Good Karma” Post Pro Con Creates good Karma by Can create a Karmic drain if forwarding valuable articles to you do this a lot. Asking other Twitter users. Huge someone to re-post something potential for a great article to be to their followers is asking seen by thousands (truly viral). them a big favor.
  34. 34. Step 6 - Basic Communication Methods Reply Post or “Social” Post Pro Con This post says that your If most of your posts start social - you’re connecting with ”@yourfriend“, you with others and being could alienate other users. helpful.
  35. 35. Step 6 - Basic Communication Methods Direct Message or “Email” Post Pro Con Couldn’t think of a con for this Facilitates a private, more one - I’m a big believer in one- personal conversation between on-one communication (more two users. Could lead to than 70% of my posts are via developing a new client. direct message).
  36. 36. Tools
  37. 37. Finding Supporters Who is interested in your cause locally 1 Go to Nearby Tweets http://nearbytweets.com/ 2 Keyword search for your causes, people you serve or initiatives 3 Follow local people that care about your cause
  38. 38. Step 7 - Tools Desktop/web Posting and Monitoring Let’s you easily manage posts, searches, mentions, groups and direct messages
  39. 39. Step 7 - Tools Mobile Applications Great for giving real-time updates during events, or out in the community Most Apps will also let you post a picture
  40. 40. Conversation
  41. 41. But what do we talk about... Start by understanding what others are currently talking about... • On Twitter • In the News • On Blogs This is the part of conversation that most of us need to remember
  42. 42. Finding relevant things to talk about... What are others talking about and what’s in the news.... Keep on top of issues, news that impacts your sector, or OR what others are blogging about yourname@gmail.org These become things that you can tweet about or comment on.
  43. 43. Examples Educate
  44. 44. Examples Thank supporters
  45. 45. Examples Promote others that tell your story
  46. 46. Connection to Impact
  47. 47. Connection to Impact 3 simple questions to answer... Why does it matter? What can I do to help make that impact?
  48. 48. Connection to Impact How it applies to Fundraising... Your Actionable It’s Impact Programs Information tweet Example Directed Giving Our after-school program participants Program impact + link to have a 50% increase in graduation specific wish list item rates http://bit.ly/H4I390 aka: Wish Lists
  49. 49. Example
  50. 50. Measure
  51. 51. Step 10 - Measure It’s not just about the dollars... • Followers This is not the only goal, but it’s good to know it’s not shrinking • Tweets over time Are you consistently posting Updates? • Mentions Are people including you in their posts? - There is a link on your profile page - Tools like TweetDeck also have it. • Re-Tweets Are people spreading your message? Always thank them. • Click-Thrus If you are using a URL shortener, they will have stats
  52. 52. Step 10 - Measure bit.ly statistics
  53. 53. Summary Get others Involved • Encourage all Staff to create a twitter profile and Follow your organization • Follow key influencers of your cause or sector • Invite Supporters to Follow your organization Make it part of your daily routine • Take 10 minutes to: • Tell Followers what is happening within the organization (successes, impact, needs, etc.) • Re-Tweet interesting Tweets of the individuals that you Follow • Educate - Post links to other related articles, sites, blog, new stories ALWAYS include a comment Include in overall communications plan • Let Existing Supporters know they can find you on twitter • For all future communication, how will you incorporate twitter?
  54. 54. Thanks About givezooks! About John Haydon www.givezooks.com www. johnhaydon.com @givezooks @johnhaydon facebook.com/givezooks facebook.com/johnhaydon