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Bootstrapping Your Social Media Engagement


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Online engagement leads to action, and that’s what every organization wants from social media usage. Take your Facebook and Twitter engagement to the next level as we discuss proven tactics for increasing engagement. We’ll talk about the latest research that reveals when and how often to tweet and post Facebook status updates, what type of tweets and updates are most shared and commented on, who tweets, and why people share online. We’ll also discuss many real-life, specific engagement tactics from nonprofit organizations, including why these tactics were successful and how you can replicate them.

Published in: Business, Technology
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Bootstrapping Your Social Media Engagement

  1. 1. Bootstrapping Your Social Media Engagement Debra Askanase November 2, 2011A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speaker Debra Askanase Founder and Engagement Strategist, Community Organizer 2.0Assisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. Presented by Debra Askanase, Engagement StrategistBootstrapping Your Social MediaEngagement
  6. 6. It’s all about Bootstrapping Bootstrapping Twitter Facebookengagement engagement engagement
  7. 7. It’s all about engagement Think about the conversation
  8. 8. The social media funnel Move to Action Creates TrustSocial Media Engage
  9. 9. It’s about RELATIONSHIPS, not broadcasting
  10. 10. Facebook is about the conversation and value-added content, not broadcasting
  11. 11. Engaging Practices Value-added content Regular programming Participation entry pathsReal interactions: personal engagement hhh Conversation starters Open-ended questions
  12. 12. Why people share online: motivations 1. To bring valuable and entertaining content to others 2. To define ourselves to others 3. To grow and nourish our relationships 4. Self-fulfillment 5. To get the word out about causes and/or brands
  13. 13. Tips for getting your content shared 1. Appeal to motivation to connect with others, not the organization 2. Keep messages simple 3. Appeal to personal reasons for sharing 4. Embrace a sense of urgency 5. Understand why they follow you
  14. 14. Understand the Ladder of EngagementHappy BystandersSpreadersDonorsEvangelistsInstigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
  15. 15. Questions to Get You Started1. Why are people interested in your organization or cause?2. What content creates conversation?3. What content could create community?4. What can the community create for your content? (Collaborate and empower)5. What content or ideas can you open up?6. What added value can your content offer?7. What does the medium dictate?
  16. 16. Bootstrapping Twitterengagement Research and Examples
  17. 17. Know what the conversation is about
  18. 18. Create a content calendarDaily content: Within your messaging themesSpecial types of tweets on certain days of the week?Twitter chats you participate in as you, not the orgRegular question of the day, contest, photo of theday, etc. How often?
  19. 19. Can a logo have this kind of conversation?
  20. 20. Who would you rather tweet to?
  21. 21. Personalize the official profile
  22. 22. Combine personal/professional profile
  23. 23. Be an avid conversationalist
  24. 24. Really connecting as an entity means Be genuine Be honest Really engage in conversation Invest in developingletting individuals shine relationships
  25. 25. 60-30-20 Rule Don’t talk about yourself! 60% retweets 30% original content 20% your own newsWhat is that people care about? What is YOUR conversation theme?
  26. 26. When to tweet
  27. 27. When to tweet
  28. 28. When to tweet
  29. 29. When to tweet
  30. 30. Use hashtags to be in the conversation #nonprofit #ff #followfriday #woofwednesday #fundraising #nptech #socent #activsm #advocacy #causes #charitytuesday
  31. 31. Get involved in twitter chats #nptalk #ynpnchat #fundchat #smNPchat #vivanistachat #socentchat #cmgrchat For a continuously updated list of twitter chats, go to
  32. 32. Curate your own lists (private and public)
  33. 33. Tweetathon: USA for UNHCR • 258 people/1,524 tweets with #bluekey • 169% increase in web traffic #bluekey Tweetathon • led to >50% of key purchases that weekUsed with permission from USA for UNHCR
  34. 34. Twitter tools that rock
  35. 35. Twitter tools that rock
  36. 36. Twitter tools that rock
  37. 37. Bootstrapping FacebookEngagement View your slides from anywhere!
  38. 38. When to post to Facebook
  39. 39. When to post to Facebook
  40. 40. ROE of Facebook posting frequency
  41. 41. Research: engaging through posts
  42. 42. Research: engaging through posts • Post a question and ask for a response. It works! • Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.” • Asking a question at the end of a post drives engagement • “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions
  43. 43. Autoposting hurts your pageOn average, Facebook Pages that show postsvia a third party app such as HootSuite orTweetDeck, as opposed to linking the oldfashioned manual way, receive 70% fewerlikes and commentsThird parties don’t pull images, either
  44. 44.
  45. 45. Content calendar: community question
  46. 46. Own the conversation: youth business
  47. 47. Cross-post with strategic partners
  48. 48. Welcome them strategically
  49. 49. Give them unique content, thematically
  50. 50. Unique offersonly found onthe FacebookPage!
  51. 51. Engage with personal touches• Send personal messages through FB to fans that postand thank them• Post messages from your organization on theirFacebook Pages• Create groups• Don’t be afraid to become FB friends with some ofyour best fans• Always be commenting – answer every one
  52. 52. ResourcesTwitter and Facebook resources:
  53. 53. Debra Askanase Engagement Strategist Twitter: @askdebraLinkedin: Slideshare: Google Plus:
  54. 54. Thank you Feel free to stay in touch!
  55. 55. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: