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Leveraging Social Media: Twitter - Peer Session #1

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  • Official Welcome
  • Twitter Content (10 minutes) ObjectivesAudienceSetting Up/Enhancing Profiles
  • Momsrising uses their log – you don’t want the “egg”
  • Some design points: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. List your web-page, short bio, LinkedIn Url, Stumbleupon address. Include An “Interesting Fact” on your background image or bullet points about your programs or tag line. Location: Under the “Account” tab within the “Settings” area, enter your real name, city and state. This way, people will be more likely to find you.One line bio:Write a bio that’s under seven words so people can get your organization much faster. Also, keep in mind this how the search people also picks up Twitter ids. Short Url:Keep your web-site address short by using bit.ly You can also track who is clicking through to your web site or landing page. Don’t Scare Them Away: Use a Twitter landing page on your web site that gives the 101 on your organization and links to content that people following you might be interested in.
  • http://www.bethkanter.org/1-step-0It’s really important to fill out the information in your Twitter profile especially the  “Bio” field  where you sum up in a few words who you are and make it sound interesting.    It’s like an elevator speech.  It grabs attention and says a lot in a few words.  It should leave your audience wanting more, while answering the essential questions about your organization.  A great place to start your elevator speech is to adapt your marketing boilerplate.Here’s some questions to help you craft that brief sentence for your Twitter profile.1.  Why should someone care about your? When possible, leverage an emotional connection.2.  Be distinctive. For example were you the first or only one to do something? Perhaps you are the largest or oldest. These distinctives help set you apart and provide credibility.3. Don’t forget the basics. Who does your organization/endeavor benefit? How does your  organization benefit someone?4. Finish with an ‘ask’ to follow.It may take you some time to boil it down to just a few words and you may not be able to get all those concepts in the bio line.Here’s a template to get you started.[YOUR ORG NAME] helps [TWITTER FOLLOWERS] to [BENEFIT/VALUE YOUDELIVER ON TWITTER FEED].1/
  • 1.  Why should someone care about your? When possible, leverage an emotional connection.2.  Be distinctive. For example were you the first or only one to do something? Perhaps you are the largest or oldest. These distinctives help set you apart and provide credibility.3. Don’t forget the basics. Who does your organization/endeavor benefit? How does your  organization benefit someone?4. Finish with an ‘ask’ to follow.
  • Peer Discussion (35 minutes)Now It is Time for Us To Ask/Answer Questions and Share TipsLet’s go in alphabetical order by organization name. I want to give everyone a chance to speak for a few minutes. So, please be brief as possible. If you don’t want to talk that’s okay too – just let me know.Call out the organization, tell them to unmute – and ask:What is the objective of your Twitter experiment? What’s the audience you want to reach?What are some thoughts or questions you have about setting up your profile or enhancing it? Other questions?Answer their question, point them to a resource, and ask others to share.
  • Reflection and Closing (5 minutes)I want everyone to take a silent minute and reflect on what steps you need to do this month before we meet again for your Twitter experiment. Type it into the chat.Just a reminder, for the next call, we’re going to cover the art of Tweeting.
  • Transcript

    • 1. LEVERAGING SOCIAL MEDIA:
      BECOMING A NETWORKED ARTS NONPROFIT
      Twitter Cohort GroupConference Call 1: May 3, 2011
      Track 1: Beginner
      Call 1
      Beth Kanter and Julie Pippert, Zoetica
    • 2. Beth Kanter
      Julie Pippert
      Photo by Geoff Livingston
    • 3. Agenda
      Roll Call (5 minutes)Quick Wiki Pointers (5 minutes)Twitter Experiment: First Step (15 minutes)Peer Assist  (30 minutes)
      Reflection and Homework
    • 4. Roll Call: Phone/Voice
      When I call your name, #Unmute by #7, say hello and Mute by #6
      Type Into Chat
      Your organization’s name and why you selected the Twitter experiment …..
    • 5. Demo: Adding Notes To Your Journal
      http://zoetica-training.wikispaces.com/
      Your Turn: Add Your Twitter Handle To Your Experiment Journal
    • 6. A reminder about where
      to get “just in time” help ….
      http://zoetica-training.wikispaces.com/help
      http://www.facebook.com/Beth.Kanter.Blog
    • 7. Twitter Experiment: First Steps
      • SMART Objectives
      • 8. Audience
      • 9. Your Profile
    • Joe GoodeGroup’s Twitter Profile Has A Clear Objective!
    • 10. Objectives
      More personal presence w/ audience, more insight into the art form.
      Intended for balance of fans + actual (orgs, friends, and colleagues).
      Non-journalistic coverage, social interaction for marketing and touring plan, tangible benefits for marketing partners.
    • 11. Twitter Objectives: What’s Yours?
      Keep current supporters engaged
      Inspire conversation to support communications goal
      Create buzz around an offline event before, during, and after
      Get new ideas and feedback on programs and services
      Program support to clients
      Drive traffic to web site or blog (Google)
      Recruit volunteers
      Coordinate meetings with officials and policy leaders
      Identify Influencers like journalists using Twitter and encourage them to use you as a source
      Identify and build relationships with allies & supporters
      Tweeting key points about your issue
      Type it into the Chat
      Add it to Your Wiki Journal
    • 12. Who Will You Reach on Twitter?
      3-4% of U.S. population uses it as a two way form (same as tablets)
      Public, search makes it attractive for communications and content
      Nonprofits average 4,632, 2010 eNonprofit Study from M+R Strategic Services and NTEN
      Devon’s Arts Benchmarking: 700 followers average
      http://zoetica-training.wikispaces.com/Social-Media-Arts
    • 13. A Complete Profile Is Important
    • 14. 1
      2
      Basics Take Five Minutes
    • 15. Basics
      Location: Under the “Account” tab within the “Settings” area, enter your real name, city and state. This way, people will be more likely to find you.One line bio: Write a bio that’s is a brief elevator speech so people can get understand your organization and follow you. Also, keep in mind this how the search people also picks up Twitter IDS.Short Url: Keep your web-site address short by using bit.ly You can also track who is clicking through to your web site or landing page.
      Logo: In the profile settings, you can upload your logo or photo as JPG, GIF, or PNG. Maximum size: 700k.
    • 16. Background Images: Make Your Profile Pretty, But Link It To Your Branding
    • 17. http://www.twitip.com/custom-twitter-backgrounds/
    • 18. What’s Your Twitter Elevator Speech?
      160 characters
      [YOUR ORG NAME] helps [AUDIENCE] to [BENEFIT/VALUE YOU DELIVER ON TWITTER FEED]
      160 characters
      [YOUR ORG NAME] helps [AUDIENCE] to [BENEFIT/VALUE YOUR ORG DELIVERS]
      More Tips Here: http://freelancefolder.com/how-to-write-a-great-twitter-bio-to-get-targeted-followers/
    • 19.
    • 20. Five Minute Exercise: Craft Your Twitter Elevator Speech
      1.  Why should someone care about your? When possible, leverage an emotional connection.
      2.  Be distinctive. For example were you the first or only one to do something? Perhaps you are the largest or oldest. These distinctives help set you apart and provide credibility.
      3. Don’t forget the basics. Who does your organization/endeavor benefit? How does your  organization benefit someone?
      4. Finish with an ‘ask’ to follow.
    • 21. Peer Assist
      #6 mute
      #7 unmute
    • 22. Reflection and Closing
      • One minute of silence
      • 23. Type into Chat: What is one thing you are going to do for your Twitter experiment before we meet again?
      Check out the Twitter experiment on the wiki: http://zoetica-training.wikispaces.com/twitter
      Step 3:
      Notes on the Wiki, Next June 6th