Twitter Fundraising Holy Grail Or Fail Whale

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Presentation I gave at Network For Good's 911 call on 4-28-09. Loads of fun - 2,200+ folks on the Teleconference:

http://www.fundraising123.org/article/twitter-fundraising-holy-grail-or-fail-whale

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Twitter Fundraising Holy Grail Or Fail Whale

  1. 1. 1 Twitter Fundraising: Holy Grail or Fail Whale? Holy Grail or Fail Whale? • John Haydon • http://twitter.com/johnhaydon
  2. 2. 2 What we’ll be talking about • Know how to explain Twitter to your grandmother • Master the 4 post types - when and how to use them • Twitter vs. email and direct mail • Twitter campaign management basics • How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
  3. 3. 3 Two things before we begin... 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 slide 32).
  4. 4. 4 What we’ll be talking about • Know how to explain Twitter to your grandmother • Master the 4 post types - when and how to use them • Twitter vs. email and direct mail • Twitter campaign management basics • How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
  5. 5. 5 How To Explain Twitter to Grandma
  6. 6. 6 If technology is clearly understood, execution of your social media strategy is more likely. How to explain Twitter to your Grandmother 6
  7. 7. 7 IM + B = T Instant Messaging + Blogging = Twitter How to explain Twitter to your Grandmother 7
  8. 8. 8 Instant Messaging + Blogging Short, quick messagesShort, quick messages Easy To UseEasy To Use Messages are archived Private MessagingPrivate Messaging SEO Friendly Public Posts
  9. 9. 9 Yeah, Grandma - lot’s of people use Twitter! 86%
  10. 10. 10 1. Go to Twitter.com 2. Watch “Twitter in Plain English Video” 3. Sign up (Name, Bio, Email, Picture) 4. Invite friends though web email service (gmail, yahoo...) How to sign up on Twitter
  11. 11. 11 What we’ll be talking about • Know how to explain Twitter to your grandmother • Master the 4 post types - when and how to use them • Twitter vs. email and direct mail • Twitter campaign management basics • How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
  12. 12. 12 Four Post Types
  13. 13. 13 Four Post Types • Plain or “Web 1.0 Post″ • Re-Tweet or “Good Karma” Post • Reply Post or “Social” Post • Direct Message or “Email” Post13
  14. 14. 14 Four Post Types • Pro: Clearly communicates that your post is intended for all followers. Very inviting (unless the content is crap). • Con: Folks could perceive you as self-centered if the majority of your posts are all one-way (Web 1.0). Plain or “Web 1.0 Post″ Example
  15. 15. 15 Four Post Types • Pro: Creates good Karma by forwarding valuable articles to other Twitter users. Huge potential for a great article to be seen by thousands (truly viral). • Con: Can create a Karmic drain if you do this a lot. Asking someone to re-post something to their followers is asking them a big favor. Re-Tweet or “Good Karma” Post Example
  16. 16. 16 Four Post Types • Pro: This post says that your social - you’re connecting with others and being helpful. • Con: If most of your posts start with ”@yourfriend“, you could alienate other users. Reply Post or “Social” Post Example
  17. 17. 17 Four Post Types • Pro: Facilitates a private, more personal conversation between two users. Could lead to developing a new client. • Con: Couldn’t think of a con for this one - I’m a big believer in one-on-one communication (more than 70% of my posts are via direct message). Direct Message or “Email” Post Example
  18. 18. 18 What we’ll be talking about • Know how to explain Twitter to your grandmother • Master the 4 post types - when and how to use them • Twitter vs. email and direct mail • Twitter campaign management basics • How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
  19. 19. 19 Twitter vs. email and direct mail
  20. 20. 20 Twitter.... and.... Email Very CheapVery Cheap High Viral PotentialHigh Viral Potential Highly targeted Organize Your BaseOrganize Your Base Behavior can be measured Highly Personalized
  21. 21. 21 Twitter.... and.... Direct Mail Very CheapVery Cheap High Viral PotentialHigh Viral Potential Highly targeted Organize Your BaseOrganize Your Base Tried and True Highly Consumable
  22. 22. 22 What we’ll be talking about • Know how to explain Twitter to your grandmother • Master the 4 post types - when and how to use them • Twitter vs. email and direct mail • Twitter campaign management basics • How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
  23. 23. 23 Twitter campaign management basics
  24. 24. 24 Twitter campaign management basics • Messaging vs. Connection • Giving vs. taking • Connector vs. Broadcaster • Your avatar - logo or photo? • Finding your advocates • Campaign “tricks” & tools • Oh, and what’s a Hashtag?
  25. 25. 25 • Twitter is a different animal. • Think of it as a community instead of a “target market”. • @ and RTs Photo: julien tromeur - Fotolia
  26. 26. 26 • The most powerful way to build relationships on Twitter happens to be a “well-kept secret” known by everyone: Don’t keep score • Enlightened Self-Interest is simple math: Seven is greater than one. http://www.corporatedollar.org/2008/11/how-to-get-the-universe-to-promote-you-on-twitter/ Photo: julien tromeur - Fotolia
  27. 27. 27 Connector vs. Broadcaster accounts Should we be ourselves on Twitter? Photos or logos? What about event-based tweeting?Photo: moodboard - Fotolia Photo: julien tromeur - Fotolia
  28. 28. 28 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. Any new connections won’t won’t get the attention they deserve. Any new connections won’t won’t get the attention they deserve. Vs. http://www.blogforprofit.com/social-media/combining-broadcaster-and-connector-tw Photo: julien tromeur - Fotolia
  29. 29. 29 • 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
  30. 30. 30 • Keyword search on http://search.twitter.com • Create alerts on http://tweetbeep.com, http://tweetscan.com/ • Real-time search on http://monitter.com/, http://tweetgrid.com/ Photo: julien tromeur - Fotolia
  31. 31. 31 Follow their followers Photo: julien tromeur - Fotolia
  32. 32. 32 Campaign “tricks” & tools TweetDeck
  33. 33. 33 Campaign “tricks” & tools 1. #hashtag based events 2. Potent content is key 3. 2nd degree is the goal 4. Tipjoy, Chipin, 12for12k 5. Twitter landing page
  34. 34. 34 Oh, and what’s a Hashtag? A Hashtag is a simple way of catagorizing content on Twitter so that users with similar interests can converse about that topic.
  35. 35. 35 What we’ll be talking about • Know how to explain Twitter to your grandmother • Master the 4 post types - when and how to use them • Twitter vs. email and direct mail • Twitter campaign management basics • How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
  36. 36. 36 How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
  37. 37. 37 Here’s what worked 1. Ashton leveraged his celeb status 2. Ashton challenged others 3. Call to action was doable and specific 4. “Remarkable” event-based marketing
  38. 38. 38 Here’s why it worked 1. Twitter’s open network allows for viral content 2. Creative and passionate people came forward 3. Actions were simple 4. Direct line of sight between giver and receiver. http://www.malarianomore.org/
  39. 39. 39 Questions? Photo: julien tromeur - Fotolia
  40. 40. 40 Follow me on Twitter at http://twitter.com/johnhaydon My blog http://rockyourweb.com

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