Twitter/FacebookBasics & StorytellingEric Melin         #EWBUSA2012@SceneStealrEric@EWBUSASunflower@Spiral16
Spiral16 OverviewSpiral16 provides a robust software platform withcustomized services for Internet tracking, analysis, and...
Nonprofit Opportunity  • Online fundraising continues to  grow with 73% of organizations  raising more in 2011 than 2010  ...
Goals on Social Media  If you haven’t started a Facebook or Twitter profile for  your nonprofit, chances are your goal is ...
Where Do You Start?
Fundamentals of TwitterName Twitter account according to org conventions, but…Make it easy to remember.1. Upload a square ...
Fundamentals of TwitterBe honest and real.Use your own voice.Stay positive.11/3/2012             #EWBUSA2012     7
Fundamentals of TwitterTweet interesting newsfrom across the web.If it’s not directly relatedto your cause, find away to d...
Fundamentals of Twitter60% of your contentshould be from othersources.30% should beconversation.10% should be yourown cont...
Fundamentals of TwitterFollow and engagestrategically.Twitter has a greatsuggestion tool now, butyou can also useadvanced ...
Fundamentals of TwitterLive-tweet your eventsand others’.Meeting people in thereal world and followingthem on Twitter canc...
Fundamentals of TwitterSpread out your tweets.Don’t do a bunch in a row.Decide a frequency and stick withit.Schedule tweet...
Support others andthey’ll support you.RespondEngageRetweetFollow11/3/2012              13
Support others andthey’ll support you.RespondEngageRetweetFollow11/3/2012              14
Fundamentals of Twitter                What is a retweet and how can I do it?             An RT is a simple way to share o...
Fundamentals of Twitter            If you RT within Twitter, you can’t add your own              comment, so I prefer the ...
Fundamentals of TwitterWhat are hashtags?Think of a hashtag as a livechatroom on a specific subject.Click to discover disc...
Fundamentals of Twitter                                 Expand your reach.                                 When you use a ...
Fundamentals of Twitter                                 Add a Twitter                                 plugin to your      ...
Fundamentals of Facebook Upload logo as profile photo first, than an eye-catching                    photo for cover.     ...
Fundamentals of FacebookSelect a custom URL for your page so it’s easy for people                       to find it.       ...
Fundamentals of FacebookDecide how many administrators from your organization            you will need and add them.Admins...
Fundamentals of Facebook                     Tell your story!   You must engage fans and members of your group to         ...
Fundamentals of Facebook                 Use photos and videos! People are more likely to comprehend a message quicklythro...
Fundamentals of FacebookCreate FacebookEventsInvite people. Discussthe event.Invited people can seeposts on that page,whic...
Fundamentals of Facebook       Engage other groups/orgs and always tag them                       (which means “like” them...
How to Engage? People will forget what you said. People will forget what you did. But people will never forget how you mad...
Stories Convey Passion11/3/2012         #EWBUSA2012    28
Stories AreInspirationalStories ConnectPeople to Your CauseStories Raise MoreMoney and MoreAwareness11/3/2012             ...
Storytelling Tips Nonprofit stories have the unique ability to allow people to feel and want to be a part of something big...
Telling a Story With PicturesMay/June 2012Site AssessmentTrip toGuatemala11/3/2012         #EWBUSA2012   31
Challenge: Explaining What We Do    What works better? This:AboutOur PASSION is to make a difference! Engineers Without Bo...
Challenge: Explaining What We Do   Or This:11/3/2012      #EWBUSA2012       33
Reach = # of people who have seen postEngaged Users = # of people who have clicked on postTalking About This = # of people...
Human Interest w/ Captions11/3/2012      #EWBUSA2012    35
Tapping Into Curiosity11/3/2012          #EWBUSA2012       36
How Culture is Different11/3/2012           #EWBUSA2012    37
11/3/2012   #EWBUSA2012   38
Daily Averages for Guatemala Photo Album:Reach: 355 (+277 people)Engaged Users: 116 (+112.3 people)Talking About This: 26 ...
Before & After Photo Album Stats    700                              Matasano photo album begins    600    500            ...
steps to tell great stories
1. Connect the string of facts to find the          story.      2. Push beyond the facts. Tell a simple      truth    of y...
Effective Storytelling              “The Force” Volkswagen commercial11/3/2012             #EWBUSA2012                 43
Using the 4 Steps1. Facts: Passat demo – nice house, family, children of the     70s. Benefit: remote start.2. Push beyond...
Social Media Case Study     Storytelling & Call to Action    The Goal:              The Hurdle: A two-step    Win the cont...
Social Media Case Study     Storytelling & Call to Action   Goal: Get more online votes than the other four bands.   Strat...
4 Steps1. Facts: The Dead Girls are big KISS fans and would     make an excellent opener.2. Push beyond the facts: They ar...
How to Make Story Resonate?                          It’s a good story, but how                          do you tell it?  ...
Visuals Make the Story            Eden Prairie, MN at Granny’s HouseWe had yet to hear KISSmusic, but I knew themfrom the ...
Tapped Into Nostalgia            and Basic Human EmotionsWe knew the SpaceAce, Catman, andDemon, but no onewanted to be Pa...
Put a Face on the Campaign (Or a Blank Slate Anyone Could Identify With)Placemats fordrums, crayons for sticks,Lite Brite ...
The Result? Dreams Do Come True     /11/3/2012   #EWBUSA2012    52
Eric Melin         #EWBUSA2012@SceneStealrEric@EWBUSASunflower@Spiral16
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Twitter, Facebook Basics & Storytelling

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http://www.spiral16.com What are the basic best practices for nonprofits on Twitter and Facebook? If you haven’t started a Facebook or Twitter profile for your nonprofit, chances are your goal is probably very simple. You want to engage people, make connections, and be able to leverage that following for fundraising.

Here are some fundamentals for accomplishing that goal on the two biggest and most-used social networks for nonprofits. If you are a beginner and you haven’t even put a profile together before, these tips for nonprofits will be very useful.

The last half of the presentation covers storytelling (especially through photos) and some steps to make sure you are connecting with people online to drive advocacy and community.

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Twitter, Facebook Basics & Storytelling

  1. 1. Twitter/FacebookBasics & StorytellingEric Melin #EWBUSA2012@SceneStealrEric@EWBUSASunflower@Spiral16
  2. 2. Spiral16 OverviewSpiral16 provides a robust software platform withcustomized services for Internet tracking, analysis, andreporting.Spiral16 gives companies the key insights they needfrom the web and social media to make smarterdecisions and gain a competitive edge.11/3/2012 #EWBUSA2012 2
  3. 3. Nonprofit Opportunity • Online fundraising continues to grow with 73% of organizations raising more in 2011 than 2010 • Online giving continues to grow fastest for small organizations • Advocacy continues to play a key role in online engagement - 2012 Convio Online Marketing Nonprofit Benchmark Index™ Study11/3/2012 #EWBUSA2012 3
  4. 4. Goals on Social Media If you haven’t started a Facebook or Twitter profile for your nonprofit, chances are your goal is probably very simple. You want to: • Engage people • Make connections And then… Leverage followings for fundraising and advocacy11/3/2012 #EWBUSA2012 4
  5. 5. Where Do You Start?
  6. 6. Fundamentals of TwitterName Twitter account according to org conventions, but…Make it easy to remember.1. Upload a square logo2. Upload an appealing header image that doesn’t contain your logo.11/3/2012 #EWBUSA2012 6
  7. 7. Fundamentals of TwitterBe honest and real.Use your own voice.Stay positive.11/3/2012 #EWBUSA2012 7
  8. 8. Fundamentals of TwitterTweet interesting newsfrom across the web.If it’s not directly relatedto your cause, find away to do that.Know your audienceand the outlying topicsthey’d be interested in.11/3/2012 #EWBUSA2012 8
  9. 9. Fundamentals of Twitter60% of your contentshould be from othersources.30% should beconversation.10% should be yourown content.When sharing links,remember to @ peopleand give them credit.11/3/2012 #EWBUSA2012 9
  10. 10. Fundamentals of TwitterFollow and engagestrategically.Twitter has a greatsuggestion tool now, butyou can also useadvanced search to findpeople talking aboutpertinent subjects.https://twitter.com/search-advanced11/3/2012 #EWBUSA2012 10
  11. 11. Fundamentals of TwitterLive-tweet your eventsand others’.Meeting people in thereal world and followingthem on Twitter cancement relationships.P.S. Don’t “protect” youraccount!11/3/2012 #EWBUSA2012 11
  12. 12. Fundamentals of TwitterSpread out your tweets.Don’t do a bunch in a row.Decide a frequency and stick withit.Schedule tweets using free toolslike HootSuite or TweetDeck.11/3/2012 #EWBUSA2012 12
  13. 13. Support others andthey’ll support you.RespondEngageRetweetFollow11/3/2012 13
  14. 14. Support others andthey’ll support you.RespondEngageRetweetFollow11/3/2012 14
  15. 15. Fundamentals of Twitter What is a retweet and how can I do it? An RT is a simple way to share others’ content. You can do that manually by placing an RT before somebody’s tweet or within the Twitter system. RT within Twitter – hit button Manual RT – type RT, copy/paste11/3/2012 #EWBUSA2012 15
  16. 16. Fundamentals of Twitter If you RT within Twitter, you can’t add your own comment, so I prefer the manual RT method. When adding a comment/question, do it before the RT.11/3/2012 #EWBUSA2012 16
  17. 17. Fundamentals of TwitterWhat are hashtags?Think of a hashtag as a livechatroom on a specific subject.Click to discover discussions ontopics you’re interested in andfind people to follow who arealso interested in those topics.11/3/2012 #EWBUSA2012 17
  18. 18. Fundamentals of Twitter Expand your reach. When you use a hashtag in your tweet, it goes out to anyone following it … not just your followers.11/3/2012 #EWBUSA2012 18
  19. 19. Fundamentals of Twitter Add a Twitter plugin to your website. It promotes your content and encourages follows!11/3/2012 #EWBUSA2012 19
  20. 20. Fundamentals of Facebook Upload logo as profile photo first, than an eye-catching photo for cover. The cover image will have to be larger and hi-res.11/3/2012 #EWBUSA2012 20
  21. 21. Fundamentals of FacebookSelect a custom URL for your page so it’s easy for people to find it. http://www.facebook.com/username11/3/2012 #EWBUSA2012 21
  22. 22. Fundamentals of FacebookDecide how many administrators from your organization you will need and add them.Admins can suggest to friends that they like a page, which is a great way to get started building an audience.11/3/2012 #EWBUSA2012 22
  23. 23. Fundamentals of Facebook Tell your story! You must engage fans and members of your group to like, comment, share.This is the only way your posts will ever be seen by others.Interaction boosts the likelihood that others will see you in their News Feed.To boost engagement, ask questions of your audience and respond to them when they leave comments. Make them feel welcome and supported and they’ll keep coming back.11/3/2012 #EWBUSA2012 23
  24. 24. Fundamentals of Facebook Use photos and videos! People are more likely to comprehend a message quicklythrough a photo and way more likely to like, comment or share a photo than a link or text-only post. Videos take a bit more investment in time, but they often include images and are also attractive to share.11/3/2012 #EWBUSA2012 24
  25. 25. Fundamentals of FacebookCreate FacebookEventsInvite people. Discussthe event.Invited people can seeposts on that page,which may help themmake up their mind.Invite peoplestrategically.Don’t spam. 25
  26. 26. Fundamentals of Facebook Engage other groups/orgs and always tag them (which means “like” them first). If you want people to spread your content, spread theirs. If your goals are similarly aligned, your supporters will enjoy hearing about other orgs as well.11/3/2012 #EWBUSA2012 26
  27. 27. How to Engage? People will forget what you said. People will forget what you did. But people will never forget how you made them feel. - Maya Angelou11/3/2012 #EWBUSA2012 27
  28. 28. Stories Convey Passion11/3/2012 #EWBUSA2012 28
  29. 29. Stories AreInspirationalStories ConnectPeople to Your CauseStories Raise MoreMoney and MoreAwareness11/3/2012 29
  30. 30. Storytelling Tips Nonprofit stories have the unique ability to allow people to feel and want to be a part of something bigger. • Think about the stories that surround your mission. • Share inspiring stories at meetings. • Create an organizational story bank to record them. • Be patient. The best stories aren’t always the ones that jump out at you. Sometimes the real stories are the ones you only notice after interacting with people several times. http://www.socialbrite.org/11/3/2012 #EWBUSA2012 30
  31. 31. Telling a Story With PicturesMay/June 2012Site AssessmentTrip toGuatemala11/3/2012 #EWBUSA2012 31
  32. 32. Challenge: Explaining What We Do What works better? This:AboutOur PASSION is to make a difference! Engineers Without Borders-USA: Sunflower State Professionals is a non-profit humanitarianorganization of Kansas professionals established to supportcommunity-driven development programs worldwide.MissionEWB-USA supports community-driven development programsworldwide by collaborating with local partners to design andimplement sustainable engineering projects, while creatingtransformative experiences and responsible leaders.11/3/2012 #EWBUSA2012 32
  33. 33. Challenge: Explaining What We Do Or This:11/3/2012 #EWBUSA2012 33
  34. 34. Reach = # of people who have seen postEngaged Users = # of people who have clicked on postTalking About This = # of people who shared, liked, commentedVirality = % of people who have created a story from postLate April/Early May Daily Averages:Reach: 78Engaged Users: 3.7Talking About This: 1.8Virality: 3.1%11/3/2012 #EWBUSA2012 34
  35. 35. Human Interest w/ Captions11/3/2012 #EWBUSA2012 35
  36. 36. Tapping Into Curiosity11/3/2012 #EWBUSA2012 36
  37. 37. How Culture is Different11/3/2012 #EWBUSA2012 37
  38. 38. 11/3/2012 #EWBUSA2012 38
  39. 39. Daily Averages for Guatemala Photo Album:Reach: 355 (+277 people)Engaged Users: 116 (+112.3 people)Talking About This: 26 (+24.2 people)Virality: 7.2% (+4.1%)Photos introduce then reinforce the message of the group and… humanize both the organization and the Ch’orti’ Maya.11/3/2012 #EWBUSA2012 39
  40. 40. Before & After Photo Album Stats 700 Matasano photo album begins 600 500 Daily People Talking About This 400 Daily Page Engaged Users 300 Daily Total Reach 200 Daily Viral Reach 100 0 5/2/12 5/7/12 6/1/12 6/6/12 4/22/12 4/27/12 5/12/12 5/17/12 5/22/12 5/27/12 6/11/12 11/3/2012 #EWBUSA2012 40
  41. 41. steps to tell great stories
  42. 42. 1. Connect the string of facts to find the story. 2. Push beyond the facts. Tell a simple truth of your organization and/or humanity. Get creative. 3. Think of the difference you make as a movie—with a beginning, middle and end. 4. What is catalytic? What brings people together? - Dan Portnoy, The Non-Profit Narrative11/3/2012 #EWBUSA2012 42
  43. 43. Effective Storytelling “The Force” Volkswagen commercial11/3/2012 #EWBUSA2012 43
  44. 44. Using the 4 Steps1. Facts: Passat demo – nice house, family, children of the 70s. Benefit: remote start.2. Push beyond the facts: Passat makes people feel goodabout themselves, can create special moments with yourfamily.3. Beginning: Kid with imagination. Middle: Kid struggles tofeed imagination. End: Kid succeeds and is stunned!4. Truth about being human: Imagination rewarded:Moments like this bring people closer together. 11/3/2012 #EWBUSA2012 44
  45. 45. Social Media Case Study Storytelling & Call to Action The Goal: The Hurdle: A two-step Win the contest registration process & single- to open for vote limit.11/3/2012 #EWBUSA2012 45
  46. 46. Social Media Case Study Storytelling & Call to Action Goal: Get more online votes than the other four bands. Strategy: Mobilize friends and family to spread the word on Facebook/Twitter Assets: Links to our music, blogs on my site, band site Problems: Voters have to register as a FoxFanatic first and confirm through their email. Then they could only vote once. Not easy to explain, too many steps, not easy-to-share instructions. Bottom Line: We needed to tell a story that would resonate enough to make strangers want to register, vote, and share.11/3/2012 #EWBUSA2012 46
  47. 47. 4 Steps1. Facts: The Dead Girls are big KISS fans and would make an excellent opener.2. Push beyond the facts: They are all huge KISSfans, have been since they were kids. Help make adream come true.3. Beginning: 7-year-old kid dresses up as KISS.Middle: KISS inspires him to play music, which hedoes for almost 20 years. End: Give the story ahappy ending.4. Truth about being human: As cheesy as itsounds, you can make a dream come true. 11/3/2012 #EWBUSA2012 47
  48. 48. How to Make Story Resonate? It’s a good story, but how do you tell it? Saying “Please vote for us!” With pictures of the band an mp3s of the music ain’t gonna do it.11/3/2012 #EWBUSA2012 48
  49. 49. Visuals Make the Story Eden Prairie, MN at Granny’s HouseWe had yet to hear KISSmusic, but I knew themfrom the KISS cards I hadgotten at the grocerystore.So we lip-synced andmimed our "instruments"to the only 45 record Ihad--Glen Campbells"Rhinestone Cowboy."11/3/2012 #EWBUSA2012 49
  50. 50. Tapped Into Nostalgia and Basic Human EmotionsWe knew the SpaceAce, Catman, andDemon, but no onewanted to be Paul Stanleycuz he only had a star onhis face and we didntknow his name (It wasStarchild!).Our cousin Julie had totake his role, it wasdecided, and we calledhis character"Poopyman."11/3/2012 #EWBUSA2012 50
  51. 51. Put a Face on the Campaign (Or a Blank Slate Anyone Could Identify With)Placemats fordrums, crayons for sticks,Lite Brite logo:Ready to rock!11/3/2012 #EWBUSA2012 51
  52. 52. The Result? Dreams Do Come True /11/3/2012 #EWBUSA2012 52
  53. 53. Eric Melin #EWBUSA2012@SceneStealrEric@EWBUSASunflower@Spiral16
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