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  • I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and have been Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
  • I’ll be talking about a couple of themes from my book, The Networked Nonprofit.
  • It isn’t a nonprofit with an Internet Connection and a Facebook Profile …Networked Nonprofits are simple and transparent organizations. They are easy for outsiders to get in and insiders to get out. They engage people to shape and share their work in order to raise awareness of social issues, organize communities to provide services or advocate for legislation. In the long run, they are helping to make the world a safer, fairer, healthier place to live.Networked Nonprofits don’t work harder or longer than other organizations, they work differently. They engage in conversations with people beyond their walls -- lots of conversations -- to build relationships that spread their work through the network. Incorporating relationship building as a core responsibility of all staffers fundamentally changes their to-do lists. Working this way is only possible because of the advent of social media. All Networked Nonprofits are comfortable using the new social media toolset -- digital tools such as email, blogs, and Facebook that encourage two-way conversations between people, and between people and organizations, to enlarge their efforts quickly, easily and inexpensively.
  • The transition from working like this to this – doesn’t happen over night, can’t flip a switch
  • The transition of how a nonprofit goes from institution to looking like and working more like a network is what our book is aboutThe transition isn’t an easy, flip a switch – and it happens – it takes time Some nonprofits, newer ones like Mom’s Rising have networked nonprofit in their DNA, while others – institutions – make the change slowly.Way of being transforms into a way of doing
  • Avinash recently tweeted this overheard quote that sums up what many experience with their social media strategy and finding the value.
  • Notes: Profiles are for individual people – not for organizations. For orgs – create a Page. Many orgs also have Groups and Causes. Be aware of search engine optimization when you are setting up your page’s title and description; include both the acronym AND the full name of your org along with a link back to your main website.Walls have their own newsfeeds where Page activity and threaded discussion are shown. Pages also have tabs for Page Info, Photos, Notes, Applications, and other customizable boxes. You can also use FBML (like HTML) to customize your page tabs.You can create Facebook applications that appear both as a tab on your page and elsewhere in FB.
  • But what is different about Twitter and social media tools is the networked effect –
  • Don’t do anything stupid – Social MediaDon’t moon anyone with camera
  • Testing of the policy – and there may be things that you didn’t think
  • Steve Norris, ex-Tory Mayoral contender and adviser to Boris Johnson, says: “Not only do I not want the Southbank Centre to be listed — I think the National Theatre should have a Compulsory Demolition Order!” The Londoner, however, has a soft spot for Sir Denys Lasdun’s National. So there.
  • Amy Boroff (@njdevmgr), development manager for Junior Achievement of NJ in Princeton [emphasis added], discovered one of her new Twitter followers was Kate Specchio (@ecsfoundation), co-founder of Morris County-based The Emily C. Specchio Foundation. Through their tweets, Amy recognized the potential for working together. They continued to communicate on Twitter in real-time, after working hours, to learn more about each respective organization. After several weeks, JANJ submitted a proposal to ECS for funding for an inaugural event: the Women's Future Leadership Forum. The ECS Foundation accepted the proposal and granted funds to help support aspiring female high school students become future leaders.
  • Andy WarholEstablish a 15 minute work flow and do it every day for 21 daysWork Flow: (Sticky Note on Computer) -Scan tweets on your list or from followers for RT -Compose or post your Tweets -Respond to @replies and DM
  • 2. Overcoming Twitter's BlockWeekly Review: Plan out your content for the weekCreate Your Formula:5 tweets a day x 5 days = 25 tweets per week5= Talk about yourself (steal from your colleagues)5= RT 5=Share link to news relevant to your field or communications objective5=Inspirational Quote, Something Funny, One thought, Two words5=Answer questions, Ask Questions (to influencer)
  • Weekly Review: Plan out your content for the week
  • Create Your Formula:5 tweets a day x 5 days = 25 tweets per week5= Talk about yourself (steal from your colleagues)5= RT 5=Share link to news relevant to your field or communications objective5=Inspirational Quote, Something Funny, One thought, Two words5=Answer questions, Ask Questions (to influencer)
  • 3. Office HoursPre-schedule your tweets on MondayCheck everyday
  • http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/

Habits of Highly Effective Tweeple Habits of Highly Effective Tweeple Presentation Transcript

  • 10 Habits of Highly Effective Tweeple
    Beth KanterOctober, 2010
  • Beth Kanter
    http://www.bethkanter.org@kanter
  • Just Two Words …..
  • What I’m going to cover ..
    • Illustrate a few concepts in the Networked Nonprofit with examples of nonprofits on Twitter
    • Share some tips about using Twitter effectively
  • The Networked Nonprofit
  • What is a Networked Nonprofit?
  • In a networked world, nonprofits need to work less like this
    Source: David Armano The Micro-Sociology of Networks
  • And more like this ….
    With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  • Social Culture: Not Afraid of Letting Go Control
  • The Networked Nonprofit
  • Habits of Highly Effective Tweeple
  • 1. Clear Objective and Target Audience
  • Twitter for Buzz
  • Networked Effect
  • 2. Clearly Defined Twitter Brand
  • The Nonprofit Brand
  • Staffer with Nonprofit Affiliation
  • Hybrid: Shared Twitter Account
  • 3. Organizational Social Media Policy
  • Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
    Codify A Social Culture: Social Media Policy
  • Testing the policies: Refining, Educating
  • Operational guidelines need to be specific and include examples
  • 4. Learn from Mistakes
  • Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
  • Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.
  • Do experiments to see what works
    #speciesday
  • Source: @clairew
  • Source: @clairew
  • Source: @clairew
  • Source: @clairew
  • 5. Listen, Engage, Build Relationships
  • Listen on Twitter By Keyword Search
  • Influencer complaining …
    Customer service issue
    Relationship building
  • When you put relationship building on staff’s to do list, it fundamentally changes their job descriptions ….
  • You want me to start Tweeting too?
    6. They make it a habit …..
  • They Integrate daily Tweeting into their work routine.
  • What is your 15 minute a day Twitter work flow?
    Scan Tweets from your lists, followers, or search for RTCompose and post TweetsRespond to @replies and DM
  • 7. They avoid Tweeter’s Block
  • Build Off Existing Programs
    @wildlifeaction
  • Spent 15-20 to plan Tweets for the week
  • They have a Twitter formula …
  • 5 tweets a day x 5 days = 25 tweets per week
    5= Talk about yourself (steal from your colleagues)5= RT 5=Share link to news relevant to your field or communications objective5=Inspirational Quote, Something Funny, One thought, Two words5=Answer questions, Ask Questions (to influencer)
  • They Keep Regular Office Minutes
  • They Write Tweets Like Hemingway Wrote Sentences
    Baby Shoes for Sale. Never Worn.
  • Omit Needless Words
    Describe, Simplify, Avoid
    One thought per Tweet
  • “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”
    Danielle Brigida
  • 8. Embrace the art and science of Retweet
  • 120 is the new 140
    110 is the new 120
  • The Science of Re-tweeting
    @DanZarrella
    Ask for Retweet
    Use Nouns
    Colons Rule!
  • Ask for the ReTweet
  • ReTweets are Noun Heavy
  • ReTweets have More Punctuation: Colons Rule
  • 9. Get To Know Their Followers One By One and keep organized on lists
  • Exploring the Relationship
    Are you even listening to me?
    How well do I really know you?
    Do we have anything in common?
    Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)
  • 10. They Use Twitter Tools
    • Desktop Tweeting
    • Mobile Tweeting
    • Tracking
  • Desktop Tweeting
  • TweetDeck.com
    78
    Twitter for Us - Part II
  • SEED
    Track the
    Whole Funnel
    Identify Influencers
    ATTENTION
    Tweet Impressions
    ENGAGEMENT
    Click Thrus
    Retweets
    CONVERSION
    Sign ups
    Donations
  • 10 Habits of Highly Effective Tweeple
    Beth KanterOctober, 2010
    Thank you!