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Consumers Union SocialMedia TrainingAvi Kaplan - Rad Campaign
Agenda• Goals and Value• Writing for the Web• Twitter Engagement• Twitter Tools• Emerging Media
GOALS & VALUE  Strengthen relationships   Continue theConversation       Build Trust           Intimacy and Transparency
WRITING FOR SOCIAL MEDIA    • Keep it appropriate and polite.    • Remember it’s a Conversation    • Be Human. Use your Au...
Twitter Glossary • Following • @Reply • Retweet • DM • Favorite • #hashtag • Twitter Clients    • Mobile client    • Deskt...
Content Pyramid            Social         Informal   Right            Media                     Now          Blog Posts   ...
TWITTER ENGAGEMENT  Current events  • Are you more concerned about your    privacy now that Facebook is a public    compan...
TWITTER ENGAGEMENT Weekly rituals   • Monday prompt – What ideas and     thoughts came to you over the weekend?   • Share ...
TWITTER ENGAGEMENT Weekly rituals
TWITTER ENGAGEMENT  Multimedia    • Share pictures/video from events,      group discussions (get permission),      other ...
TWITTER ENGAGEMENT  Multimedia
TWITTER ENGAGEMENT Ask Questions   • Ask about preferences, opinions,     and advice.   • Open ended or specific, Fill in ...
TWITTER ENGAGEMENT Ask Questions
TWITTER ENGAGEMENT Ask Questions
TWITTER ENGAGEMENT Hashtags: Aggregate Conversations Hashtags: Descriptive Fun
TWITTER ENGAGEMENT  Thank and Promote Others
TWITTER ENGAGEMENT  Thank and Promote Others
TWITTER ENGAGEMENT Hashtags: Twitter Chats
TWITTER ENGAGEMENT Hashtags: Twitter Chats
TWITTER ENGAGEMENT  Engage Your Network
ENGAGEMENT VS. BROADCAST
DEALING WITH MISTAKES
DEALING WITH MISTAKES
DEALING WITH MISTAKESCorrecting the Oops!
DEALING WITH MISTAKESFind Humor and Take Advantage of the Oops!
TWITTER STATS Tooting your own horn
TWITTER STATS ActionWords
TWITTER STATS Tweet Length
TWITTER STATS Time of Day
TWITTER STATS Weekends
MAKE IT WORK FOR YOUThere’s no one way to do social media
CULTIVATE INFLUENCERS -TWITTER LISTS
CULTIVATE INFLUENCERS -TWITTER LISTS
CULTIVATE INFLUENCERS -TWITTER LISTS
CULTIVATE INFLUENCERS -DIRECTORIES            Topics
CULTIVATE INFLUENCERS -DIRECTORIES
CULTIVATE INFLUENCERS -DIRECTORIES
CULTIVATE INFLUENCERS -DIRECTORIES
CULTIVATE INFLUENCERS -DIRECTORIES
CULTIVATE INFLUENCERS -DIRECTORIES
CULTIVATE INFLUENCERS -DIRECTORIES
Twitter Tools
Twitter Tools
Twitter Tools
Twitter Tools
Twitter Tools
Twitter Tools
Twitter Tools    @JohnHaydon’s auto DM welcome message.    If you are going to send auto DMs you can use    SocialOomph to...
Twitter Mobile
Twitter Measurement                      Monitor
Twitter MeasurementTweet Stats
Twitter Measurement
Twitter Display
Twitter Display
Live streaming
TIME MANAGEMENT
TIME MANAGEMENT   • Keep a running list of post ideas in a     text document or Google Doc.   • You can set up a regular p...
TWITTER AND SOCIAL MEDIACAMPAIGNS
#ReasonstoBeatYourGirlfriend  Trends as #1 hashtag globally on  Twitter July 31, 2011 for 2 days.
#ReasonstoBeatYourGirlfriend                • Started out as “dark humor”                • What’s funny about             ...
#ReasonstoBeatYourGirlfriend    Twitter’s CEO Responds (Kind Of)
#ReasonstoBeatYourGirlfriend Founder of Rad Campaign says “Lame response. Time to put Twitter in the hot seat.”
#ReasonstoBeatYourGirlfriend    Petition to @Twitter to Remove the Trend
#ReasonstoBeatYourGirlfriend                                  Results:                                  • Petition goes “v...
#BlameDrewsCancer - DrewOlanoff, Micromarketer Why me? What for? Why now? Who says?
Planned Parenthood Action Fund@PPact Challenge: Increase awareness and drive petition signatures for a   birth control ini...
Citizen GulfCitizenEffect identifies influentialbloggers and social media luminaries toorganize 400 events in one night a...
Citizen Gulf
APP STORE NONPROFIT POLICY  DON’T FORGET MULTI-CHANNEL FOR CAMPAIGNS
APP STORE NONPROFIT POLICY
APP STORE NONPROFIT POLICY
Mission and VisionEpic Change amplifies the voices and impact of grassroots      changemakers and social entrepreneurs. We...
Epic Change in TanzaniaMama Lucy sold chickens & turned her income into     the school that will transform her community.W...
America’s Giving Challenge1st Social Media Experiment • 12/17/07 – 1/31/08 • Total # of Donations: 279 • Total of Donation...
TweetsGiving – Epic Thanks                                         Created by Epic Change in                              ...
TweetsGiving – Epic Thanks 2008 Successes                                  2009 • #1 trending topic on Twitter            ...
TweetsGiving – Epic Thanks               America’s Giving Epic Change                      TweetsGiving                 Ch...
TweetsGiving – Epic Thanks               America’s Giving Epic Change                      TweetsGiving                 Ch...
EMERGING MEDIA
Mobile Media
Mobile Media
Mobile Media
Mobile Media
Content Curation
Content Curation
Content Curation
Content Curation
Content Curation#Squirrels4Good - @NWF9K mentions in a couple of weeks and $9K raised
Content CurationUser submissions
Content CurationOccupy Wall Streethttp://wearethe99percent.tumblr.com/
Social Context
Social Context
Collaboration & File Sharing
Collaboration & File Sharing
Questions
Avi KaplanSenior Strategist, Rad Campaignavi@radcampaign.comtwitter.com/@MeshugAviwww.radcampaign.com
Photo Credits Flickr users:  Improbable Roach   League of Women Voters of                       California  Popofatticus  ...
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Twitter and Emerging Media for Nonprofits

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Twitter engagement strategies, tools, and measurement. Tools to identify and cultivate relationships with influencers. Creative online campaigns and nonprofit use of emerging media.

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Twitter and Emerging Media for Nonprofits

  1. 1. Consumers Union SocialMedia TrainingAvi Kaplan - Rad Campaign
  2. 2. Agenda• Goals and Value• Writing for the Web• Twitter Engagement• Twitter Tools• Emerging Media
  3. 3. GOALS & VALUE Strengthen relationships Continue theConversation Build Trust Intimacy and Transparency
  4. 4. WRITING FOR SOCIAL MEDIA • Keep it appropriate and polite. • Remember it’s a Conversation • Be Human. Use your Authentic Voice. You can be the facilitator and still show personality. • There is no delete. • If it gives you pause, pause. • Nobody’s Perfect • Give credit where it’s due.
  5. 5. Twitter Glossary • Following • @Reply • Retweet • DM • Favorite • #hashtag • Twitter Clients • Mobile client • Desktop client
  6. 6. Content Pyramid Social Informal Right Media Now Blog Posts News Articles Features Evergreen Content Formal 3 years from now
  7. 7. TWITTER ENGAGEMENT Current events • Are you more concerned about your privacy now that Facebook is a public company? • How has last week’s earthquake changed your feelings about public safety?
  8. 8. TWITTER ENGAGEMENT Weekly rituals • Monday prompt – What ideas and thoughts came to you over the weekend? • Share a links to your favorite news stories, videos, things you came across on the web each week related to your issues. Keep a lookout for relevant articles. • What surprised you this week? • #FollowFriday
  9. 9. TWITTER ENGAGEMENT Weekly rituals
  10. 10. TWITTER ENGAGEMENT Multimedia • Share pictures/video from events, group discussions (get permission), other organizations • Interview a volunteer • Ask for captions to a picture you share
  11. 11. TWITTER ENGAGEMENT Multimedia
  12. 12. TWITTER ENGAGEMENT Ask Questions • Ask about preferences, opinions, and advice. • Open ended or specific, Fill in the blank, True or False “What grocery stores do you buy your meat from?” “Students - What scares you most about your future after graduation?”
  13. 13. TWITTER ENGAGEMENT Ask Questions
  14. 14. TWITTER ENGAGEMENT Ask Questions
  15. 15. TWITTER ENGAGEMENT Hashtags: Aggregate Conversations Hashtags: Descriptive Fun
  16. 16. TWITTER ENGAGEMENT Thank and Promote Others
  17. 17. TWITTER ENGAGEMENT Thank and Promote Others
  18. 18. TWITTER ENGAGEMENT Hashtags: Twitter Chats
  19. 19. TWITTER ENGAGEMENT Hashtags: Twitter Chats
  20. 20. TWITTER ENGAGEMENT Engage Your Network
  21. 21. ENGAGEMENT VS. BROADCAST
  22. 22. DEALING WITH MISTAKES
  23. 23. DEALING WITH MISTAKES
  24. 24. DEALING WITH MISTAKESCorrecting the Oops!
  25. 25. DEALING WITH MISTAKESFind Humor and Take Advantage of the Oops!
  26. 26. TWITTER STATS Tooting your own horn
  27. 27. TWITTER STATS ActionWords
  28. 28. TWITTER STATS Tweet Length
  29. 29. TWITTER STATS Time of Day
  30. 30. TWITTER STATS Weekends
  31. 31. MAKE IT WORK FOR YOUThere’s no one way to do social media
  32. 32. CULTIVATE INFLUENCERS -TWITTER LISTS
  33. 33. CULTIVATE INFLUENCERS -TWITTER LISTS
  34. 34. CULTIVATE INFLUENCERS -TWITTER LISTS
  35. 35. CULTIVATE INFLUENCERS -DIRECTORIES Topics
  36. 36. CULTIVATE INFLUENCERS -DIRECTORIES
  37. 37. CULTIVATE INFLUENCERS -DIRECTORIES
  38. 38. CULTIVATE INFLUENCERS -DIRECTORIES
  39. 39. CULTIVATE INFLUENCERS -DIRECTORIES
  40. 40. CULTIVATE INFLUENCERS -DIRECTORIES
  41. 41. CULTIVATE INFLUENCERS -DIRECTORIES
  42. 42. Twitter Tools
  43. 43. Twitter Tools
  44. 44. Twitter Tools
  45. 45. Twitter Tools
  46. 46. Twitter Tools
  47. 47. Twitter Tools
  48. 48. Twitter Tools @JohnHaydon’s auto DM welcome message. If you are going to send auto DMs you can use SocialOomph to rotate the message.
  49. 49. Twitter Mobile
  50. 50. Twitter Measurement Monitor
  51. 51. Twitter MeasurementTweet Stats
  52. 52. Twitter Measurement
  53. 53. Twitter Display
  54. 54. Twitter Display
  55. 55. Live streaming
  56. 56. TIME MANAGEMENT
  57. 57. TIME MANAGEMENT • Keep a running list of post ideas in a text document or Google Doc. • You can set up a regular posting schedule with posts in order so you have ideas on hand to post regularly. • Schedule some posts in advance. • Post from your mobile.
  58. 58. TWITTER AND SOCIAL MEDIACAMPAIGNS
  59. 59. #ReasonstoBeatYourGirlfriend Trends as #1 hashtag globally on Twitter July 31, 2011 for 2 days.
  60. 60. #ReasonstoBeatYourGirlfriend • Started out as “dark humor” • What’s funny about violence against women? • 25% of tweets cited reasons to beat women. • Rest of community was appalled.
  61. 61. #ReasonstoBeatYourGirlfriend Twitter’s CEO Responds (Kind Of)
  62. 62. #ReasonstoBeatYourGirlfriend Founder of Rad Campaign says “Lame response. Time to put Twitter in the hot seat.”
  63. 63. #ReasonstoBeatYourGirlfriend Petition to @Twitter to Remove the Trend
  64. 64. #ReasonstoBeatYourGirlfriend Results: • Petition goes “viral” • Close to 3K signatures in less than 24 hours • @WomenWhoTech’s following grow quickly.Why didn’t a Domestic Violence • Earned mediaorganization take the lead? • Hashtag “disappears” as aDon’t miss opportunities to use Twitter trend Monday.trends that relate to Consumer • Twitter management teamUnion’s core issues. rethinking their policiesBe prepared for rapid response around these issues.using social media.
  65. 65. #BlameDrewsCancer - DrewOlanoff, Micromarketer Why me? What for? Why now? Who says?
  66. 66. Planned Parenthood Action Fund@PPact Challenge: Increase awareness and drive petition signatures for a birth control initiative. Solution: Promoted Tweets in timelines with the hashtag #bcrefusal to increase awareness about the initiative with a link to a website with the petition to gather signatures. Results: • Over 3,700 users clicked on the link. 57% of Twitter users who clicked through to the website, signed the petition. • 1,427 Twitter users retweeted. Planned Parenthood Action Fund actively engaged in the conversation by responding to nearly every Retweet.
  67. 67. Citizen GulfCitizenEffect identifies influentialbloggers and social media luminaries toorganize 400 events in one night acrossthe country to benefitCatholic Charities ofNew Orleans After School Program.Raised $10K. Budget $0 – All volunteer effort.Bloggers and social media strategistsvolunteer to go to New Orleans on factfinding mission and documentexperiences through photos on flickr andvideos on YouTube.
  68. 68. Citizen Gulf
  69. 69. APP STORE NONPROFIT POLICY DON’T FORGET MULTI-CHANNEL FOR CAMPAIGNS
  70. 70. APP STORE NONPROFIT POLICY
  71. 71. APP STORE NONPROFIT POLICY
  72. 72. Mission and VisionEpic Change amplifies the voices and impact of grassroots changemakers and social entrepreneurs. We share their stories in ways that raise visibility and funds to support their extraordinary efforts to create hope in our world.We believe that peoples stories are assets that can be used as resources to improve their lives. We help changemakers share their "epic" true stories in innovative, creative and profitable ways to help them acquire the financial resources they need to create positive "change" in their communities.A 2-year-old startup nonprofit, we have been widely recognized for our innovative use of social media in creating social change. America’s Giving Epic Change TweetsGiving Challenge
  73. 73. Epic Change in TanzaniaMama Lucy sold chickens & turned her income into the school that will transform her community.With Epic’s investment, she: • Tripled the size of her student body to over 300 children • Qualified to participate in national exams for the first time & scored #1 of 117 local schools • Secured land & built 5 classrooms • Purchased a new school bus • Installed solar power, a well, running water and flushable toilets America’s Giving Epic Change TweetsGiving Challenge
  74. 74. America’s Giving Challenge1st Social Media Experiment • 12/17/07 – 1/31/08 • Total # of Donations: 279 • Total of Donations: $6,159.00 • Average Donation: $22.08 • #21 in US; >600 total organizations • Award from the Case Foundation: $1,000 America’s Giving Epic Change TweetsGiving Challenge
  75. 75. TweetsGiving – Epic Thanks Created by Epic Change in November 2008 as a 48-hour Twitter celebration of gratitude & giving. Built in six days by six volunteers, the event raised over $11,000 to build a classroom in Tanzania, where the Twitter handles of donors are now painted on the walls. America’s Giving Epic Change TweetsGiving Challenge
  76. 76. TweetsGiving – Epic Thanks 2008 Successes 2009 • #1 trending topic on Twitter • Over 30 live gratitude parties worldwide so far, from Tel • Over 15,000 site visits Aviv to Silicon Valley, • Over 3,000 “tweets” of gratitude including college campuses • Coverage in hundreds of blogs • Over $11K raised in 48 hours 2010-2011 • 360 donors, 98% new • $30.92 average gift • 1 new classroom America’s Giving Epic Change TweetsGiving Challenge
  77. 77. TweetsGiving – Epic Thanks America’s Giving Epic Change TweetsGiving Challenge
  78. 78. TweetsGiving – Epic Thanks America’s Giving Epic Change TweetsGiving Challenge
  79. 79. EMERGING MEDIA
  80. 80. Mobile Media
  81. 81. Mobile Media
  82. 82. Mobile Media
  83. 83. Mobile Media
  84. 84. Content Curation
  85. 85. Content Curation
  86. 86. Content Curation
  87. 87. Content Curation
  88. 88. Content Curation#Squirrels4Good - @NWF9K mentions in a couple of weeks and $9K raised
  89. 89. Content CurationUser submissions
  90. 90. Content CurationOccupy Wall Streethttp://wearethe99percent.tumblr.com/
  91. 91. Social Context
  92. 92. Social Context
  93. 93. Collaboration & File Sharing
  94. 94. Collaboration & File Sharing
  95. 95. Questions
  96. 96. Avi KaplanSenior Strategist, Rad Campaignavi@radcampaign.comtwitter.com/@MeshugAviwww.radcampaign.com
  97. 97. Photo Credits Flickr users: Improbable Roach League of Women Voters of California Popofatticus COG LOG LAB. dirkjankraan.com Aswirlymatrix btmspox Mlibrarianus Lukas Vermeer Darren Mckeeman Kevin H. Ramereth HikingArtist.com Oberazzi alancleaver_2000 ThomasHawk DogFromSPACE Mal Cubed Matt McGee johnhaydon Raquel Camargo Greenfaerietree

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