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Twitter 201 for Non-Profits

Twitter 201 for Non-Profits



Presentation to Seattle-area non-profits on how Seattle Red Cross and Fred Hutchinson Cancer Research Center use effectively use Twitter for branding, public relations and messaging.

Presentation to Seattle-area non-profits on how Seattle Red Cross and Fred Hutchinson Cancer Research Center use effectively use Twitter for branding, public relations and messaging.



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  • Katherine
  • Suna – Hutch – immediately puts in the colors, logo, favicon, tagline, iconic photograph of a scientist. Probably could do a better job explaining ourselves/using our voice. Red Cross – didn’t struggle to put up their name, but full name works in their Twitter handle (lucky!) Colors, logo, contact information. Swedish – A little light on the colors, but does a GREAT job of using words to explain themselves. Funny. The Trevor Project – has it all. Color, logo, tagline, contact information. Also, SM channels. And a direct ask, using mobile. Twitter can help with branding
  • First bullet – Suna --No. Problems with vernacular, not the same message, not the same audience. Second – Katherine Third – Absolutely necessary to follow other orgs, peers, partners, supporters, and members of your community. We follow government, sports teams, etc. Fourth – Sometimes I don’t respond – won’t help, just publicizes something that isn’t true. We really haven’t had many negative tweets. Fifth– Sure! You can use yfrog or twitpic to upload your photos.
  • Both Race for a Ride – used for soliciting donations as well as for retweeting to show support. Top Chef – Retweeted and tweeted about a local chef who appeared on a reality program. Relationship building – She uses Twitter all the time and used it to communicate with us that she was interested in helping one of our fundraisers that is a wine event. Since she’s so connected to the wine community, it ended up being quite helpful.
  • First bullet – Katherine Second – Suna. Lots of events that Third – Katherine
  • Both – Suna Hootsuite, Twitter for mobile Katherine – TweetDeck, UberTwitter
  • Suna That being said, we really do things pretty manually here. Count the number of the RT’s, followers, compile data on our own spreadsheet. (See handout.) A few other options: TweetAlarm – like Tweetbeep, sends you an email when Tweetzi – Search, possibly better than Twitter Search. MS Analytics – haven’t used these. Cision – public relations software Radion 6 – pretty cool, but also $$. Rowfeeder – don’t know much about this program, but also for cost
  • Both -- 3 rd party entity -- Bravo – wanted to control the Tweets and FB messages. Didn’t sound like us. Lost followers. -- Consultants – make sure that they really know what they are talking about AND have an idea on how to execute. We’ve been stuck more than once with someone who had a neat idea that wasn’t something that could be done, or wasn’t something that was ethical.
  • Katherine

Twitter 201 for Non-Profits Twitter 201 for Non-Profits Presentation Transcript

  • Twitter 201 How to use Twitter for fundraising, public relations and branding #NPSTwitter201 Katherine Boury, Red Cross @kdboury, @SeattleRedCross Suna Gurol Fred Hutchinson Cancer Research Center @sunag, @HutchinsonCtr
  • What is Twitter good for?
      • Great for reinforcing brand
      • Getting your message out
      • Finding your voice
      • Communication strategy
      • Storytelling
      • Easy to get started
      • Followers are social instigators
  • Branding is key
  • Some how-to ’s / best practices
      • Connecting FB & Twitter – yea or nay?
      • Hashtags useful? Yes. Helpful for events, disasters. #HelpJapan, #wasnow
      • Acknowledging and following other organizations, partners, supporters
      • Responding to negative tweets
      • Photos – yea or nay and how?
  • Fundraising examples
    • Using mobile - Text to Help – 90999
      • Japan (#HelpJapan)
    • Unplanned benefits:
      • Get Slizzard
    • Campaigns:
      • Holiday Giving
      • RaceforaRide
    • Awareness:
      • TopChef
    • Relationship building
      • SeattleWineGal
  • What else is it good for?
    • Clearing up misinformation
      • Donating goods (Red Cross)
      • Emergency housing (Habitat for Humanity)
      • Health care treatment (FHCRC)
      • Who are you? (Swedish Hospital)
    • Event logistics
      • Shore Run/Walk, Climb to Fight Breast Cancer
    • A tool, but not the only tool for PR
  • Tools
      • Hootsuite http:// www.hootsuite.com
      • Twitter for mobile
      • TweetDeck http:// tweetdeck.com (warning - drains your battery on mobile!)
      • UberTwitter for Blackberry (also drains battery!)
      • Seesmic http:// www.seesmic
  • Analysis – what to expect when you are expecting
    • Analysis is key to knowing what is working
    • Simple tools for free
      • TweetAlarm - http://www.tweetalarm.com/
      • Tweetzi – search http://tweetzi.com/
      • MS Analytics for Twitter http://www.microsoft.com/download/en/details.aspx?id=26213
    • Tools not for free
      • Cision, Radion 6, Rowfeeder
  • It’s not all a bed of roses – cautionary tales
      • Inappropriate volunteer
      • Overly controlling 3 rd party entity
      • Consultants
  • Good people to follow
    • Us of course! @HutchinsonCtr, @SeattleRedCross
    • And….
    • @ chrispirillo
    • @melissatizon – Swedish Hospital
    • @shaunacausey – Nordstrom (formerly from ComcastCares)
    • @prsapugetsound
    • @ moniguzman – formerly PI Big Blog, Intersect
    • @ evonnebenedict – King 5
    • @king5seattle
    • @JenniHogan
    • @SMCSea
  • Questions?