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Twitter for Non-Profits (Introduction)

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  • 1. And Non-ProfitsSharing Stories, Building Followers, Raising Money!
    June 8, 2011
    Juliann Grant
    Telesian Technology
  • 2. Agenda
    About Twitter
    Getting Started
    Step by Step: Launching a Twitter Profile for Your Brand
    Building an Army
    How to Tweet
    Secrets to Success: Promoting your cause/special interest
    Hash tags
    Listening tactics
    Online fundraising/crowdsourcing
    Do’s and Don’ts of Twitter: Build a positive reputation
    Best practices for tweeting
    Success stories
  • 3. Twitter is a measure of the world’s mood
  • 4. Twitter: 94.2M US Users
  • 5. The Social Media Landscape
    94.2M in US
    55% female
    18-34: 45%
    35-49: 24%
    50+: 14%
    4.6M in US
    51% male
    18-34: 26%
    35-49: 38%
    50+: 32%
    139M in US
    55% female
    18-34: 42%
    35-49: 20%
    50+: 12%
    137M in US
    50% male/female
    13-17: 21%
    18-34: 36%
    35-49: 22%
    50+: 16%
    http://www.quantcast.com
  • 6. Interesting Twitter Stats
    3 years, 2 months and 1 day. The time it took from the first Tweet to the billionth Tweet.
    1 week. The time it now takes for users to send a billion Tweets.
    50 million. The average number of Tweets people sent per day, one year ago.
    140 million. The average number of Tweets people sent per day, in the last month.
    177 million. Tweets sent on March 11, 2011.
    456. Tweets per second (TPS) when Michael Jackson died on June 25, 2009 (a record at that time).
    6,939. Current TPS record, set 4 seconds after midnight in Japan on New Year’s Day.
    12.4M tweets in one hour current record when Osama Bin Laden was killed
    #accounts572,000. Number of new accounts created on March 12, 2011.
    460,000. Average number of new accounts per day over the last month.
    182%. Increase in number of mobile users over the past year.
    http://blog.twitter.com/2011/03/numbers.html
  • 7. Twitter is NOT…
    A replacement for marketing or PR
    A megahorn for your message only
    A web site replacement
    Static
    Something to update only periodically
    A strategy unto itself
  • 8. Getting Started:Creating @ Twitter Presence
  • 9. Twitter/SocialMedia Building Blocks
    Generate
    Buzz
    Listening
    Participate
    Share a
    Story
    Community
    Building
  • 10. Key considerations
    What is your strategy?
    Who do youwant toreach?
    What will you be sharing?
    How will your brand berepresented?
  • 11. Step 1: Sign Up for An Account
    http://www.twitter.com
    Note: Only 1 unique email per Twitter account
  • 12. Step 2: Set up Profile
  • 13. Step 2: Set up Profile
    Optional
    Character counter
  • 14. Step 3: Building an Army
  • 15. Step 3: Building an Army
  • 16. Choose follows wisely
    Rules of the Road
    You don’t need to follow back everyone who follows you.
    Beware of Spammers
    High following rate
    Low tweet and follower count
    Evaluate every profile
    Do not set up Automatic Direct Messages for new followers that are overly promotional.
  • 17. Tweeting: Building your brand
    Have a giving spirit
    Offer guidance, humor, perspective, expertise whenever possible
    Make daily – weekly contributions
    Focus on sharing info that would be valuable to a customer or potential buyer
  • 18. Tweeting: Participate, Be Visible.
    Informative
    Educational
    Sharing
  • 19. Tweeting: Respond Quickly
    Most
    social
    media
    black eyes
    come from
    a slow
    response
  • 20. Secrets to Success:Use Twitter to Promote Your Non-Profit Cause
  • 21. Use #Hashtags
    Keep it short!
    Does not require registration but check for usage
    Search.twitter.com
    Hashtag.org
    Create unique topics and use for tracking conversations
    Events, Programs, Contests
    Around a cause/issue
    Geography
    General terms ex. Poverty, youth
    Create a body of knowledge #UnitedWay
    Short-lived on Twitter ~ last 7 days available
    Archive when necessary
  • 22. Listen with Twitter
    http://search.twitter.com
    Search for keywords
    Search by #hashtag
    Monitor trends/sentiment
    Create feeds in a Reader or in an tool like Hootsuite
    Consider automated tools
  • 23. Twitter Listening Tools
  • 24. Attract A Following
    Live tweeting an event:
    Participate in a TweetChat:
    Tweetchat schedule:
    http://bit.ly/9NlzoE
    • Great for finding like-minded people to follow
    • 25. Good dialog, exchange of ideas
    • 26. Start your own
  • Create valuable “Twitter Lists”
    Create any list:
  • Use Your Lists: Be Relevant
  • 30. Twitter management tools
    Other recommended applications:
    Tweetdeck: http://tweetdeck.com
    Cotweet http://cotweet.com
    Hootsuite.com
  • 31. Survey tools for Crowdsourcing
  • 32. Tips for Crowdsourcing
    Include a short personal message about a survey/poll/event within the tweet.
    Include an incentive such as “win a gift card” etc. 
    Use popular hashtags related to your survey/poll/event.
    Try to send the tweet at peak Twitter times for maximum exposure.
    Don’t be afraid to Tweet more than once.
    Use a link shortening service such at bit.ly to shorten your survey/ poll link and track the clicks.
    Ask for a Retweet from your followers.
    Send a final reminder tweet such as, “poll ends today, results to follow”.
    http://socialmediatoday.com/jasonmillerca/285521/how-use-twitter-crowdsourcing-and-simple-market-research
  • 33. Online Fundraising Tools
    http://mashable.com/2011/03/14/social-good-fundraising-tools/
  • 34. Other Campaign Components
    Blog
    Human voice
    Can be a team blog, adds more points of view
    Facebook account
    Reach the largest social network
    YouTube, Flickr, SlideShare accounts
    Store photos, PDFs, videos, PPTs webinars
    Integration points with marketing and web site
    Media page for sharing blogs and social media profiles
    Use landing pages to eliminate link to nowhere
  • 35.
  • 36. Twitter Best Practices
    Set up an organization ID
    Add brand IDs, use naming conventions to align with organization ID brand
    Even if you are not ready to dedicate time to Twitter, claim your ID now
    Build custom templates to reflect brand
    Maintain a 1:10 ratio of broadcast-type/self-promotion messages to pure participation
  • 37. Twitter Best Practices
    Participate
    Make it a priority and spend focused time weekly
    Show you are listening and adding value to the conversation, not just posting endlessly
    Reach out and start conversations
    Ask questions, answer other questions
    Get to know Twitter culture
    Get the lingo down
    RT (Retweet) HT( Hat tip) OH (Other half)
    #FollowFriday
    Don’t be afraid to experiment!
    Expand beyond Twitter to other social networks
  • 38. Twitter Best Practices
    Recognize others in your network, give credit
    Use Direct Messages for:
    One on one conversations
    Thanking followers for following
    Retweet (RT) messages you find valuable
    Refrain from sharing political positions
    Treat language as professional and personable
    Remember behind each profile is a person
  • 39. Ten things to avoid on Twitter
    Set up a profile and then ignore it.
    Follow 1,000s of people in the first few weeks
    Use Twitter to broadcast your message only.
    Using a formal, stodgy corporate tone. This is not a web site.
    Not establish a Listening Strategy first.
  • 40. Ten things to avoid on twitter
    6. Ignoring information gathered from Listening.
    Never retweet others posts
    Take false credit for information or links
    Not be transparent
    Defend against negative tweets
  • 41. Remember where Twitter fits in
    Organization Goals
    Build brand awareness
    Identify new fundraising opportunities
    Put a human face on your brand
    Deepen supporter relationships
    Organize a Strategy
    Why, who, what, when, where, how
    Schedule programs and tactics
    Identify programs and supporting content
    Plan to get the message out
    Social Media
    and Twitter
  • 42. Twitter Success
    • September 2008, a group of London Twitter users hosted an event called Harvest Twestival
    • 43. First Twestival Global was launched with a tweet on 8 January 2009
    • 44. One month later there were 202 cities around the world hosting events to benefit charity: water  
    • 45. Over 1,000 volunteers, crowdsourced through Twitter, contributed their skills
    • 46. Over 10,000 people participated globally and countless others donated or used their creativity to ensure 100% of all proceeds went direct to charity: water projects.  
    • 47. Total raised in one day was $250k + through these events and online donations;
    • 48. Resulted in 55 wells with more than 17,000 people served in Uganda, Ethiopia, and India.
    • 49. Since 2009 over 200 cities have participated by hosting offline events raising close to $1.2 million for 137 causes
  • Twitter Success
  • 50. Share Our Strength Day of Service
    Capital Area Food Bank, TX and Friendship Public Charter School
    Goal to address hunger and poverty issues. 
    The Day of Service was sponsored by Tyson Foods
    Created a team of social media volunteers who youtubing, blogging, flickring, and Twittering the work by these dedicated volunteers. 
    Resulted in 1,100 boxes of food packed and delivered to 700 + agencies
  • 51. Q&A
    Thank you for your time
    Contact Me: Juliann Grant
    julianng@telesian.com
    Blog: http://blog.telesian.com
    Twitter: www.twitter.com/julianng
    LinkedIn: http://www.linkedin.com/in/julianngrant
    Facebook: www.facebook.com/julianngrant

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