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This is a basic "why" and "how to" presentation for the Washington Foundation Center on March 13, 2012 by Annie Lynsen.

This is a basic "why" and "how to" presentation for the Washington Foundation Center on March 13, 2012 by Annie Lynsen.

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  • Traditional media is about getting your message out.\nPeople liken it to shouting\nUsing a bullhorn\netc.\nYou're broadcasting.\nTossing your net to sea and hoping you catch something. \nOne way communication\nThink TV, billboards, newspapers, advertising, radio before talk radio, etc.\nAnother way to think of it is yodeling from a mountaintop. \nWe'll be coming back to that visual in a minute.\n
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  • When people know your nonprofit is about more than a building, more than a mailing, more than a volunteer phone banking...when they feel like a part of your mission...that’s when they become not only a donor, but an inspired donor who tells other people about your nonprofit.\n
  • When people know your nonprofit is about more than a building, more than a mailing, more than a volunteer phone banking...when they feel like a part of your mission...that’s when they become not only a donor, but an inspired donor who tells other people about your nonprofit.\n
  • When people know your nonprofit is about more than a building, more than a mailing, more than a volunteer phone banking...when they feel like a part of your mission...that’s when they become not only a donor, but an inspired donor who tells other people about your nonprofit.\n
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  • A few years ago, social media was just a catchy phrase, a buzz word that no one was really sure how to use. As it becomes rooted in the work place, several themes have emerged that harness the incredible power of social media.\n\nSocial media can used as:\n\nPR & FUNDRAISING TOOL\n-it’s like word of mouth—on steroids. News moves virally as quickly as others take interest.\n-Global Giving:\nHaiti campaign raised over 20K and reached nearly one million Twitter users\niPad tweet: raised over 1,200K from one tweet about iPad/girls in Uganda\n\nUnique donors:\n-Miriam’s Kitchen Twestival: Raised 10K dollars, all from unique donors, by participating in Twestival: a series of events that are promoted solely through Twitter.\n
  • A few years ago, social media was just a catchy phrase, a buzz word that no one was really sure how to use. As it becomes rooted in the work place, several themes have emerged that harness the incredible power of social media.\n\nSocial media can used as:\n\nPR & FUNDRAISING TOOL\n-it’s like word of mouth—on steroids. News moves virally as quickly as others take interest.\n-Global Giving:\nHaiti campaign raised over 20K and reached nearly one million Twitter users\niPad tweet: raised over 1,200K from one tweet about iPad/girls in Uganda\n\nUnique donors:\n-Miriam’s Kitchen Twestival: Raised 10K dollars, all from unique donors, by participating in Twestival: a series of events that are promoted solely through Twitter.\n
  • A few years ago, social media was just a catchy phrase, a buzz word that no one was really sure how to use. As it becomes rooted in the work place, several themes have emerged that harness the incredible power of social media.\n\nSocial media can used as:\n\nPR & FUNDRAISING TOOL\n-it’s like word of mouth—on steroids. News moves virally as quickly as others take interest.\n-Global Giving:\nHaiti campaign raised over 20K and reached nearly one million Twitter users\niPad tweet: raised over 1,200K from one tweet about iPad/girls in Uganda\n\nUnique donors:\n-Miriam’s Kitchen Twestival: Raised 10K dollars, all from unique donors, by participating in Twestival: a series of events that are promoted solely through Twitter.\n
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  • Have your purpose ready. Get this ready ahead of time (go back to the strategy section!).\n \n2. Create a profile. Make it personal. Fill out all of the information, make your tweets public, and get ready to look around. Think hard about your @name. Who do you want to be? What is your mission? Does the name of your mission say it all, or is something more general a better idea (aka @developnica or @childrenshealth)? Create a personal profile first, if you feel more comfortable experimenting there. \n\n3. “Lurk” Check out some of your peers, some organizations you admire. Search for some of your bigger donors. Look at what other organizations are doing and saying. Search keywords that pertain your org (think peaceplayers example). What messages draw you in? What turns you off? Be a student. Write down anything that doesn’t make sense. What’s a # sign? What does @ mean, when followed immediately by letters, like @kateyhays or @smallactguy? Then look them up in our glossary.\n\n4. Experiment with communication. After doing some lurking, and armed with our glossary, send some messages. Don’t stop at 2! Many people do. The more you use it, the easier it will get. And you’ll get follows; follow people back. \n\n5. Interact. Look at messages people send you. (we’ll show you where this is). Look at messages people post on their own. Ask a question! \n
  • Have your purpose ready. Get this ready ahead of time (go back to the strategy section!).\n \n2. Create a profile. Make it personal. Fill out all of the information, make your tweets public, and get ready to look around. Think hard about your @name. Who do you want to be? What is your mission? Does the name of your mission say it all, or is something more general a better idea (aka @developnica or @childrenshealth)? Create a personal profile first, if you feel more comfortable experimenting there. \n\n3. “Lurk” Check out some of your peers, some organizations you admire. Search for some of your bigger donors. Look at what other organizations are doing and saying. Search keywords that pertain your org (think peaceplayers example). What messages draw you in? What turns you off? Be a student. Write down anything that doesn’t make sense. What’s a # sign? What does @ mean, when followed immediately by letters, like @kateyhays or @smallactguy? Then look them up in our glossary.\n\n4. Experiment with communication. After doing some lurking, and armed with our glossary, send some messages. Don’t stop at 2! Many people do. The more you use it, the easier it will get. And you’ll get follows; follow people back. \n\n5. Interact. Look at messages people send you. (we’ll show you where this is). Look at messages people post on their own. Ask a question! \n
  • Have your purpose ready. Get this ready ahead of time (go back to the strategy section!).\n \n2. Create a profile. Make it personal. Fill out all of the information, make your tweets public, and get ready to look around. Think hard about your @name. Who do you want to be? What is your mission? Does the name of your mission say it all, or is something more general a better idea (aka @developnica or @childrenshealth)? Create a personal profile first, if you feel more comfortable experimenting there. \n\n3. “Lurk” Check out some of your peers, some organizations you admire. Search for some of your bigger donors. Look at what other organizations are doing and saying. Search keywords that pertain your org (think peaceplayers example). What messages draw you in? What turns you off? Be a student. Write down anything that doesn’t make sense. What’s a # sign? What does @ mean, when followed immediately by letters, like @kateyhays or @smallactguy? Then look them up in our glossary.\n\n4. Experiment with communication. After doing some lurking, and armed with our glossary, send some messages. Don’t stop at 2! Many people do. The more you use it, the easier it will get. And you’ll get follows; follow people back. \n\n5. Interact. Look at messages people send you. (we’ll show you where this is). Look at messages people post on their own. Ask a question! \n
  • Have your purpose ready. Get this ready ahead of time (go back to the strategy section!).\n \n2. Create a profile. Make it personal. Fill out all of the information, make your tweets public, and get ready to look around. Think hard about your @name. Who do you want to be? What is your mission? Does the name of your mission say it all, or is something more general a better idea (aka @developnica or @childrenshealth)? Create a personal profile first, if you feel more comfortable experimenting there. \n\n3. “Lurk” Check out some of your peers, some organizations you admire. Search for some of your bigger donors. Look at what other organizations are doing and saying. Search keywords that pertain your org (think peaceplayers example). What messages draw you in? What turns you off? Be a student. Write down anything that doesn’t make sense. What’s a # sign? What does @ mean, when followed immediately by letters, like @kateyhays or @smallactguy? Then look them up in our glossary.\n\n4. Experiment with communication. After doing some lurking, and armed with our glossary, send some messages. Don’t stop at 2! Many people do. The more you use it, the easier it will get. And you’ll get follows; follow people back. \n\n5. Interact. Look at messages people send you. (we’ll show you where this is). Look at messages people post on their own. Ask a question! \n
  • Have your purpose ready. Get this ready ahead of time (go back to the strategy section!).\n \n2. Create a profile. Make it personal. Fill out all of the information, make your tweets public, and get ready to look around. Think hard about your @name. Who do you want to be? What is your mission? Does the name of your mission say it all, or is something more general a better idea (aka @developnica or @childrenshealth)? Create a personal profile first, if you feel more comfortable experimenting there. \n\n3. “Lurk” Check out some of your peers, some organizations you admire. Search for some of your bigger donors. Look at what other organizations are doing and saying. Search keywords that pertain your org (think peaceplayers example). What messages draw you in? What turns you off? Be a student. Write down anything that doesn’t make sense. What’s a # sign? What does @ mean, when followed immediately by letters, like @kateyhays or @smallactguy? Then look them up in our glossary.\n\n4. Experiment with communication. After doing some lurking, and armed with our glossary, send some messages. Don’t stop at 2! Many people do. The more you use it, the easier it will get. And you’ll get follows; follow people back. \n\n5. Interact. Look at messages people send you. (we’ll show you where this is). Look at messages people post on their own. Ask a question! \n
  • Have your purpose ready. Get this ready ahead of time (go back to the strategy section!).\n \n2. Create a profile. Make it personal. Fill out all of the information, make your tweets public, and get ready to look around. Think hard about your @name. Who do you want to be? What is your mission? Does the name of your mission say it all, or is something more general a better idea (aka @developnica or @childrenshealth)? Create a personal profile first, if you feel more comfortable experimenting there. \n\n3. “Lurk” Check out some of your peers, some organizations you admire. Search for some of your bigger donors. Look at what other organizations are doing and saying. Search keywords that pertain your org (think peaceplayers example). What messages draw you in? What turns you off? Be a student. Write down anything that doesn’t make sense. What’s a # sign? What does @ mean, when followed immediately by letters, like @kateyhays or @smallactguy? Then look them up in our glossary.\n\n4. Experiment with communication. After doing some lurking, and armed with our glossary, send some messages. Don’t stop at 2! Many people do. The more you use it, the easier it will get. And you’ll get follows; follow people back. \n\n5. Interact. Look at messages people send you. (we’ll show you where this is). Look at messages people post on their own. Ask a question! \n
  • Have your purpose ready. Get this ready ahead of time (go back to the strategy section!).\n \n2. Create a profile. Make it personal. Fill out all of the information, make your tweets public, and get ready to look around. Think hard about your @name. Who do you want to be? What is your mission? Does the name of your mission say it all, or is something more general a better idea (aka @developnica or @childrenshealth)? Create a personal profile first, if you feel more comfortable experimenting there. \n\n3. “Lurk” Check out some of your peers, some organizations you admire. Search for some of your bigger donors. Look at what other organizations are doing and saying. Search keywords that pertain your org (think peaceplayers example). What messages draw you in? What turns you off? Be a student. Write down anything that doesn’t make sense. What’s a # sign? What does @ mean, when followed immediately by letters, like @kateyhays or @smallactguy? Then look them up in our glossary.\n\n4. Experiment with communication. After doing some lurking, and armed with our glossary, send some messages. Don’t stop at 2! Many people do. The more you use it, the easier it will get. And you’ll get follows; follow people back. \n\n5. Interact. Look at messages people send you. (we’ll show you where this is). Look at messages people post on their own. Ask a question! \n
  • Lastly, it’s important to MEASURE your social media interactions:\n \n-Measuring is something we do with our technology, but there are many other tools as well. \n-Measuring will tell you: \n-what kinds of messages does your audience really gravitate towards\n-What gets their attention\n-For example: show tweets\n\nMeasuring the response of your audience will let you determine if your social media efforts have been successful. \n
  • Lastly, it’s important to MEASURE your social media interactions:\n \n-Measuring is something we do with our technology, but there are many other tools as well. \n-Measuring will tell you: \n-what kinds of messages does your audience really gravitate towards\n-What gets their attention\n-For example: show tweets\n\nMeasuring the response of your audience will let you determine if your social media efforts have been successful. \n
  • So with those three things in mind, you are ready to start setting up your profiles!\n \nCLICK\n \n \n\nWhen setting up your accounts, be sure to:\n \nHumanize your profile:-social media is about connecting with people, not just organizations. \n-Add a fun description and picture to your social media profiles. Give it some spark! \n \nCLICK\n \nBe personal in your messaging:\n-SM is different than traditional communications: you don’t want to send mass messages. Try to tailor your comments and postings to the audience you’re talking to. \n-Strike a friendly, conversational tone, as if you were out to coffee with the person\n \nCLICK\n \nContribute:\n-Social media is about interacting and adding to the community. If no one contributed, social media wouldn’t survive for very long!\n-Not sure how to contribute? Start by commenting on a blog, even if it’s a simple \n ‘Hey, Kate. I love reading your blog about shoes. Thanks for the tip on where to find red leather heels’ \n \nCLICK\n \nContent is King: No matter how snazzy your profile is, it’s your content that will keep people coming back and listening to what you are saying. \n \nSo what should you say?\n \nCLICK\n\nDO NOT ask for promotion or talk only about yourself: \n-We like to use the analogy of a car salesman at a dinner party. If you walk up to everyone saying ‘hey, hey, wanna buy a car? Wanna buy a car?’ no one is going to want you at their party. People want to swap stories, share ideas, and get to know each other.\n-It’s the same in social media. If your content resonates with people, they will promote it on their own. \n \n \n \n \nCLICK\n \nDO promote others:\n-This is a good way to let other organizations know you’re paying attention to them and that you appreciate the information they’re sharing.\n-If you promote them, they’ll be more inclined to promote your content in return.\n \nCLICK\n \nRelevant:\n-keep your content relevant and timely. Social media is immediate and news fades quickly. \n-For example, if I run a sports blog and I posted something today about the US / Canada hockey game, I’m not going to get anyone’s attention. And they may think I’ve been hiding under a rock for the past couple weeks. \n \nCLICK\n \n10:1 rule:\n-What this means is that for every call to action request you make, send 10 stories or articles or messages to your audience to balance out that ‘ask.’\n-Think of it this way: a friend who constantly asks you for favors is not much fun to be around!\n
  • So with those three things in mind, you are ready to start setting up your profiles!\n \nCLICK\n \n \n\nWhen setting up your accounts, be sure to:\n \nHumanize your profile:-social media is about connecting with people, not just organizations. \n-Add a fun description and picture to your social media profiles. Give it some spark! \n \nCLICK\n \nBe personal in your messaging:\n-SM is different than traditional communications: you don’t want to send mass messages. Try to tailor your comments and postings to the audience you’re talking to. \n-Strike a friendly, conversational tone, as if you were out to coffee with the person\n \nCLICK\n \nContribute:\n-Social media is about interacting and adding to the community. If no one contributed, social media wouldn’t survive for very long!\n-Not sure how to contribute? Start by commenting on a blog, even if it’s a simple \n ‘Hey, Kate. I love reading your blog about shoes. Thanks for the tip on where to find red leather heels’ \n \nCLICK\n \nContent is King: No matter how snazzy your profile is, it’s your content that will keep people coming back and listening to what you are saying. \n \nSo what should you say?\n \nCLICK\n\nDO NOT ask for promotion or talk only about yourself: \n-We like to use the analogy of a car salesman at a dinner party. If you walk up to everyone saying ‘hey, hey, wanna buy a car? Wanna buy a car?’ no one is going to want you at their party. People want to swap stories, share ideas, and get to know each other.\n-It’s the same in social media. If your content resonates with people, they will promote it on their own. \n \n \n \n \nCLICK\n \nDO promote others:\n-This is a good way to let other organizations know you’re paying attention to them and that you appreciate the information they’re sharing.\n-If you promote them, they’ll be more inclined to promote your content in return.\n \nCLICK\n \nRelevant:\n-keep your content relevant and timely. Social media is immediate and news fades quickly. \n-For example, if I run a sports blog and I posted something today about the US / Canada hockey game, I’m not going to get anyone’s attention. And they may think I’ve been hiding under a rock for the past couple weeks. \n \nCLICK\n \n10:1 rule:\n-What this means is that for every call to action request you make, send 10 stories or articles or messages to your audience to balance out that ‘ask.’\n-Think of it this way: a friend who constantly asks you for favors is not much fun to be around!\n
  • So with those three things in mind, you are ready to start setting up your profiles!\n \nCLICK\n \n \n\nWhen setting up your accounts, be sure to:\n \nHumanize your profile:-social media is about connecting with people, not just organizations. \n-Add a fun description and picture to your social media profiles. Give it some spark! \n \nCLICK\n \nBe personal in your messaging:\n-SM is different than traditional communications: you don’t want to send mass messages. Try to tailor your comments and postings to the audience you’re talking to. \n-Strike a friendly, conversational tone, as if you were out to coffee with the person\n \nCLICK\n \nContribute:\n-Social media is about interacting and adding to the community. If no one contributed, social media wouldn’t survive for very long!\n-Not sure how to contribute? Start by commenting on a blog, even if it’s a simple \n ‘Hey, Kate. I love reading your blog about shoes. Thanks for the tip on where to find red leather heels’ \n \nCLICK\n \nContent is King: No matter how snazzy your profile is, it’s your content that will keep people coming back and listening to what you are saying. \n \nSo what should you say?\n \nCLICK\n\nDO NOT ask for promotion or talk only about yourself: \n-We like to use the analogy of a car salesman at a dinner party. If you walk up to everyone saying ‘hey, hey, wanna buy a car? Wanna buy a car?’ no one is going to want you at their party. People want to swap stories, share ideas, and get to know each other.\n-It’s the same in social media. If your content resonates with people, they will promote it on their own. \n \n \n \n \nCLICK\n \nDO promote others:\n-This is a good way to let other organizations know you’re paying attention to them and that you appreciate the information they’re sharing.\n-If you promote them, they’ll be more inclined to promote your content in return.\n \nCLICK\n \nRelevant:\n-keep your content relevant and timely. Social media is immediate and news fades quickly. \n-For example, if I run a sports blog and I posted something today about the US / Canada hockey game, I’m not going to get anyone’s attention. And they may think I’ve been hiding under a rock for the past couple weeks. \n \nCLICK\n \n10:1 rule:\n-What this means is that for every call to action request you make, send 10 stories or articles or messages to your audience to balance out that ‘ask.’\n-Think of it this way: a friend who constantly asks you for favors is not much fun to be around!\n
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  • Thank!– Thanking is one of the hardest parts to nail as a nonprofit. Yet on social media, it’s easy, public and free. People, whether advocates or soon to be advocates, love to be thanked for everything from a message they sent out that inspired you, to a direct mention of your nonprofit. Share the love: thank.\n\nFacts, stats, and trivia – 80 percent of content that gets shared on social media has a link attached. The things that go really viral? Virtual tidbits of information that make others want a little more. New stats on your target population? 80% of kids are scared of the dark? Share them.\n \nMission success – Everyone loves good news. Send updates when your organization reaches an important milestone in fundraising or a project.\n \nEvent promotion – Nothing wrong with some self promotion here and there, especially if it’s something people can get involved with. Tweet public event invitations to all of your followers. Face-to-face public gatherings can highlight the community aspect of your organization. And, again, a great opp to promote other org’s events that would be of interest to your followers. Share the wealth!\n \nPhotos– who doesn’t love seeing a picture of your cause in action? Not all causes lend themselves to picture taking, but if they do? Click away. One of CNMC’s most popular tweets of the past yr was a picture of Jennifer lopez and Marc Anthony visiting. Click it & share it.\n
  • Thank!– Thanking is one of the hardest parts to nail as a nonprofit. Yet on social media, it’s easy, public and free. People, whether advocates or soon to be advocates, love to be thanked for everything from a message they sent out that inspired you, to a direct mention of your nonprofit. Share the love: thank.\n\nFacts, stats, and trivia – 80 percent of content that gets shared on social media has a link attached. The things that go really viral? Virtual tidbits of information that make others want a little more. New stats on your target population? 80% of kids are scared of the dark? Share them.\n \nMission success – Everyone loves good news. Send updates when your organization reaches an important milestone in fundraising or a project.\n \nEvent promotion – Nothing wrong with some self promotion here and there, especially if it’s something people can get involved with. Tweet public event invitations to all of your followers. Face-to-face public gatherings can highlight the community aspect of your organization. And, again, a great opp to promote other org’s events that would be of interest to your followers. Share the wealth!\n \nPhotos– who doesn’t love seeing a picture of your cause in action? Not all causes lend themselves to picture taking, but if they do? Click away. One of CNMC’s most popular tweets of the past yr was a picture of Jennifer lopez and Marc Anthony visiting. Click it & share it.\n
  • Thank!– Thanking is one of the hardest parts to nail as a nonprofit. Yet on social media, it’s easy, public and free. People, whether advocates or soon to be advocates, love to be thanked for everything from a message they sent out that inspired you, to a direct mention of your nonprofit. Share the love: thank.\n\nFacts, stats, and trivia – 80 percent of content that gets shared on social media has a link attached. The things that go really viral? Virtual tidbits of information that make others want a little more. New stats on your target population? 80% of kids are scared of the dark? Share them.\n \nMission success – Everyone loves good news. Send updates when your organization reaches an important milestone in fundraising or a project.\n \nEvent promotion – Nothing wrong with some self promotion here and there, especially if it’s something people can get involved with. Tweet public event invitations to all of your followers. Face-to-face public gatherings can highlight the community aspect of your organization. And, again, a great opp to promote other org’s events that would be of interest to your followers. Share the wealth!\n \nPhotos– who doesn’t love seeing a picture of your cause in action? Not all causes lend themselves to picture taking, but if they do? Click away. One of CNMC’s most popular tweets of the past yr was a picture of Jennifer lopez and Marc Anthony visiting. Click it & share it.\n
  • Thank!– Thanking is one of the hardest parts to nail as a nonprofit. Yet on social media, it’s easy, public and free. People, whether advocates or soon to be advocates, love to be thanked for everything from a message they sent out that inspired you, to a direct mention of your nonprofit. Share the love: thank.\n\nFacts, stats, and trivia – 80 percent of content that gets shared on social media has a link attached. The things that go really viral? Virtual tidbits of information that make others want a little more. New stats on your target population? 80% of kids are scared of the dark? Share them.\n \nMission success – Everyone loves good news. Send updates when your organization reaches an important milestone in fundraising or a project.\n \nEvent promotion – Nothing wrong with some self promotion here and there, especially if it’s something people can get involved with. Tweet public event invitations to all of your followers. Face-to-face public gatherings can highlight the community aspect of your organization. And, again, a great opp to promote other org’s events that would be of interest to your followers. Share the wealth!\n \nPhotos– who doesn’t love seeing a picture of your cause in action? Not all causes lend themselves to picture taking, but if they do? Click away. One of CNMC’s most popular tweets of the past yr was a picture of Jennifer lopez and Marc Anthony visiting. Click it & share it.\n
  • Thank!– Thanking is one of the hardest parts to nail as a nonprofit. Yet on social media, it’s easy, public and free. People, whether advocates or soon to be advocates, love to be thanked for everything from a message they sent out that inspired you, to a direct mention of your nonprofit. Share the love: thank.\n\nFacts, stats, and trivia – 80 percent of content that gets shared on social media has a link attached. The things that go really viral? Virtual tidbits of information that make others want a little more. New stats on your target population? 80% of kids are scared of the dark? Share them.\n \nMission success – Everyone loves good news. Send updates when your organization reaches an important milestone in fundraising or a project.\n \nEvent promotion – Nothing wrong with some self promotion here and there, especially if it’s something people can get involved with. Tweet public event invitations to all of your followers. Face-to-face public gatherings can highlight the community aspect of your organization. And, again, a great opp to promote other org’s events that would be of interest to your followers. Share the wealth!\n \nPhotos– who doesn’t love seeing a picture of your cause in action? Not all causes lend themselves to picture taking, but if they do? Click away. One of CNMC’s most popular tweets of the past yr was a picture of Jennifer lopez and Marc Anthony visiting. Click it & share it.\n
  • Thank!– Thanking is one of the hardest parts to nail as a nonprofit. Yet on social media, it’s easy, public and free. People, whether advocates or soon to be advocates, love to be thanked for everything from a message they sent out that inspired you, to a direct mention of your nonprofit. Share the love: thank.\n\nFacts, stats, and trivia – 80 percent of content that gets shared on social media has a link attached. The things that go really viral? Virtual tidbits of information that make others want a little more. New stats on your target population? 80% of kids are scared of the dark? Share them.\n \nMission success – Everyone loves good news. Send updates when your organization reaches an important milestone in fundraising or a project.\n \nEvent promotion – Nothing wrong with some self promotion here and there, especially if it’s something people can get involved with. Tweet public event invitations to all of your followers. Face-to-face public gatherings can highlight the community aspect of your organization. And, again, a great opp to promote other org’s events that would be of interest to your followers. Share the wealth!\n \nPhotos– who doesn’t love seeing a picture of your cause in action? Not all causes lend themselves to picture taking, but if they do? Click away. One of CNMC’s most popular tweets of the past yr was a picture of Jennifer lopez and Marc Anthony visiting. Click it & share it.\n
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  • How do you communicate on Twitter?\n How do you know when someone is trying to get your attention? @, dm, rt\nWhat language barriers might I have on Twitter?\n @, #, bitly, RT? And communication threads. “Tweet”. “Follow”\nHow do I find people or causes on Twitter?\n Search, find people… if in doubt, google!\n
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  • USED IN COMMUNITY CULTIVATION\n\n-lets you build a community, listen to them, respond to them, hear their thoughts\n\n-CNMC: \n(Twitter) Great example of how a local hospital has created a larger, nation-wide community of people concerned with health of children. \n(Facebook) CNMC has built a network on their Fan page of people sharing their family stories, thanking doctors, etc.\nThey keep it real & content rich, and their advocates flock to their page to share. We’ll talk more about this in a bit in terms of etiquette, but they do a great job of sharing general news and information, then communicating back with those who post responses. They didn’t start out with 8000 fans, all contributing. This doesn’t happen overnight. But if you keep posting content your advocates care about (build it), people will come (they will come).\n
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  • USED IN LOYALTY BUILDING\n\n-engaging on the personal level that SM dictates makes your audience feel heard,which will result in longer lasting and more productive relationships\n\n-Comcast: Comast Cares has created an incredibly robust team of CSRs that ‘listen’ on twitter and contact any disgruntled users to solve their cable woes. They are taking unhappy, complaining customers and turning them into loyal, happy customers simply by monitoring tweets.\n
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Transcript

  • 1. Twitter Basics, From @ to #
  • 2. n ie Ly n senAn @ sm a l l ac t a l l ac t.c om a n n ie @sm
  • 3. Who the heck is Annie Lynsen?
  • 4. Who the heck is Annie Lynsen?• Director of Awesomeness at Small Act
  • 5. Who the heck is Annie Lynsen?• Director of Awesomeness at Small Act• Worked in the nonprofit sphere since 2001 doing electronic & print communications
  • 6. Who the heck is Annie Lynsen?• Director of Awesomeness at Small Act• Worked in the nonprofit sphere since 2001 doing electronic & print communications• Voice behind: @smallact (professional) @thinklynsen (personal) @GoodEasyEats (recipes)
  • 7. Who the heck is Annie Lynsen?• Director of Awesomeness at Small Act• Worked in the nonprofit sphere since 2001 doing electronic & print communications• Voice behind: @smallact (professional) @thinklynsen (personal) @GoodEasyEats (recipes)• Enjoys cooking, crochet, board games, and singing in a pirate band.
  • 8. Who the heck is Annie Lynsen?• Director of Awesomeness at Small Act• Worked in the nonprofit sphere since 2001 doing electronic & print communications• Voice behind: @smallact (professional) @thinklynsen (personal) @GoodEasyEats (recipes)• Enjoys cooking, crochet, board games, and singing in a pirate band.
  • 9. Agenda
  • 10. Agenda• (Note: This is a 101 class.)
  • 11. Agenda• (Note: This is a 101 class.)• What is Twitter?
  • 12. Agenda• (Note: This is a 101 class.)• What is Twitter?• Why use Twitter?
  • 13. Agenda• (Note: This is a 101 class.)• What is Twitter?• Why use Twitter?• How do you get started?
  • 14. Agenda• (Note: This is a 101 class.)• What is Twitter?• Why use Twitter?• How do you get started?• Twitter glossary
  • 15. Agenda• (Note: This is a 101 class.)• What is Twitter?• Why use Twitter?• How do you get started?• Twitter glossary• Examples of nonprofits using Twitter well
  • 16. What is Twitter?
  • 17. What is Twitter?• Twitter is a website which lets you send and read messages called tweets.
  • 18. What is Twitter?• Twitter is a website which lets you send and read messages called tweets.• Tweets are text-based posts of up to 140 characters.
  • 19. What is Twitter?• Twitter is a website which lets you send and read messages called tweets.• Tweets are text-based posts of up to 140 characters.• Users “follow,” or subscribe, to various people’s tweets so they can read their updates.
  • 20. OK, so...
  • 21. OK, so...WHY??
  • 22. OK, so...
  • 23. Why would a nonprofit waste itstime with Twitter?
  • 24. Why would a nonprofit waste itstime with Twitter?If done well, Twitter can help your org...
  • 25. Why would a nonprofit waste itstime with Twitter?If done well, Twitter can help your org...• Build awareness for your cause with a new audience.
  • 26. Why would a nonprofit waste itstime with Twitter?If done well, Twitter can help your org...• Build awareness for your cause with a new audience.• Get more supporters.
  • 27. Why would a nonprofit waste itstime with Twitter?If done well, Twitter can help your org...• Build awareness for your cause with a new audience.• Get more supporters.• Acquire more petition signatures.
  • 28. Why would a nonprofit waste itstime with Twitter?If done well, Twitter can help your org...• Build awareness for your cause with a new audience.• Get more supporters.• Acquire more petition signatures.• Find more donors and engage your existing donors in a new, more personalized way (read: more donations!).
  • 29. Why would a nonprofit waste itstime with Twitter?If done well, Twitter can help your org...• Build awareness for your cause with a new audience.• Get more supporters.• Acquire more petition signatures.• Find more donors and engage your existing donors in a new, more personalized way (read: more donations!).
  • 30. But we don’t have time todo it well!
  • 31. But we don’t have time todo it well!• Twitter has plenty of time for your organization.
  • 32. But we don’t have time todo it well!• Twitter has plenty of time for your organization.• Do you want to create an account when times are good, or when a crisis or major event hits?
  • 33. But we don’t have time todo it well!• Twitter has plenty of time for your organization.• Do you want to create an account when times are good, or when a crisis or major event hits? • Miriam’s Kitchen (@miriamskitchen)
  • 34. But we don’t have time todo it well!• Twitter has plenty of time for your organization.• Do you want to create an account when times are good, or when a crisis or major event hits? • Miriam’s Kitchen (@miriamskitchen) • Jan-Michael (@aspanlink)
  • 35. Twitter:It’s about relationships.
  • 36. Twitter:It’s about relationships.• Relationships ➡ inspiration ➡ expanding your network.
  • 37. Twitter:It’s about relationships.• Relationships ➡ inspiration ➡ expanding your network.• Provide value to the masses, but speak to individuals as individuals when you can. (Know your donors!)
  • 38. Twitter:It’s about relationships.• Relationships ➡ inspiration ➡ expanding your network.• Provide value to the masses, but speak to individuals as individuals when you can. (Know your donors!)• Bottom line: More supporters, more money.
  • 39. Online giving trends (2011) Blackbaud.com/onlinefundraising
  • 40. Online giving trends (2011)• Online giving grew 13%. Blackbaud.com/onlinefundraising
  • 41. Online giving trends (2011)• Online giving grew 13%.• 87% of nonprofits had at least one online gift of $1,000 or more. Blackbaud.com/onlinefundraising
  • 42. Online giving trends (2011)• Online giving grew 13%.• 87% of nonprofits had at least one online gift of $1,000 or more.• The largest online gift made was $260,000 - up from $100,000 in 2010. Blackbaud.com/onlinefundraising
  • 43. Example
  • 44. ExampleFundraising...in an unconventional way
  • 45. ExampleFundraising...in an unconventional way
  • 46. ExampleFundraising...in an unconventional way
  • 47. But...
  • 48. But...
  • 49. How do we get started?
  • 50. How do we get started?• Have your purpose ready
  • 51. How do we get started?• Have your purpose ready• Get internal buy-in
  • 52. How do we get started?• Have your purpose ready• Get internal buy-in• Create a profile
  • 53. How do we get started?• Have your purpose ready• Get internal buy-in• Create a profile• “Lurk”
  • 54. How do we get started?• Have your purpose ready• Get internal buy-in• Create a profile• “Lurk”• Experiment with messaging
  • 55. How do we get started?• Have your purpose ready• Get internal buy-in• Create a profile• “Lurk”• Experiment with messaging• Interact
  • 56. ...and measure (and learn)
  • 57. ...and measure (and learn)
  • 58. ...and measure (and learn)
  • 59. Etiquette
  • 60. Etiquette• Be personal, and be a person
  • 61. Etiquette• Be personal, and be a person• Promote other people more than yourself • Retweet their content • Thank them • Answer questions
  • 62. Etiquette• Be personal, and be a person• Promote other people more than yourself • Retweet their content • Thank them • Answer questions• This is not a place for press releases!
  • 63. How do I get people to follow me?
  • 64. How do I get people to follow me?• Find people talking about your topic and follow them
  • 65. How do I get people to follow me?• Find people talking about your topic and follow them• Post messages with hashtags related to your cause (try #nonprofit, etc.)
  • 66. How do I get people to follow me?• Find people talking about your topic and follow them• Post messages with hashtags related to your cause (try #nonprofit, etc.)• Post compelling content
  • 67. How do I get people to follow me?• Find people talking about your topic and follow them• Post messages with hashtags related to your cause (try #nonprofit, etc.)• Post compelling content• Google “Twitter directory” and add yourself to as many as you can in related categories
  • 68. How do I get people to follow me?• Find people talking about your topic and follow them• Post messages with hashtags related to your cause (try #nonprofit, etc.)• Post compelling content• Google “Twitter directory” and add yourself to as many as you can in related categories• Include your Twitter handle on stationery, email signatures, etc.
  • 69. Ideas for Tweets
  • 70. Ideas for Tweets• Thank people!
  • 71. Ideas for Tweets• Thank people!• Facts, stats and trivia
  • 72. Ideas for Tweets• Thank people!• Facts, stats and trivia• Mission success
  • 73. Ideas for Tweets• Thank people!• Facts, stats and trivia• Mission success• Event promotion
  • 74. Ideas for Tweets• Thank people!• Facts, stats and trivia• Mission success• Event promotion• Photos
  • 75. Ideas for Tweets• Thank people!• Facts, stats and trivia• Mission success• Event promotion• Photos• Questions
  • 76. @username
  • 77. Direct Message (DM)
  • 78. Follow vs. Follower
  • 79. Retweet (RT)
  • 80. Retweet (RT)
  • 81. Retweet (RT)
  • 82. Hashtag (#)
  • 83. Trending topic
  • 84. Lists
  • 85. ExamplesCommunitycultivation
  • 86. ExamplesCommunitycultivation
  • 87. ExamplesAppreciation
  • 88. ExamplesProviding resources / driving traffic
  • 89. ResourcesBrogan, Chris and Julien Smith. Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust Wiley, 2009.Weinberg, Tamar. The New Community Rules: Marketing on the Social Web O’Reilly, 2009.Qualman, Erik. Socialnomics: How Social Media Transforms the Way We Live and Do Business Wiley, 2009.
  • 90. ResourcesAmy Sample Ward, @amyrsward, amysampleward.orgAlison Fine @afine, allisonfine.comBeth Kanter @kanter, beth.typepad.comMashable @mashable, mashable.comHolly Ross, NTEN @ntenhross, nten.orgTamar Weinberg @tamar, www.techipedia.com
  • 91. Thanks!Thanks!