Tutto quello che cè da saperesu Twitter in 75 minutiRoberto Cobianchi(Mimulus - Owner)@intranetlife
0 About
Twitter is a short message communication toolthat allows you to send out messages(tweets) up to 140 characters long to peo...
Presentyourbrand1
2Describeyourbrand
It’s time to show cancer who’s in charge
making everyone known
3Connectyour onlinepresence
4Startfollowingpeople
5 Starttalking
Tweet: a message you send out to everyonewho follows you. This is the heart of Twittercommunication.@Reply: a message you ...
6 Talksmarter
80/20
headlineis apromise
Your headline is the first, andperhaps only, impression youmake on a prospective reader. Without aheadline or post title t...
People are scanning more ruthlessly than ever, lookingfor interesting tidbits. Your content link is competing withconversa...
7 Drivetraffic
8 Sharephotos
9 Sharevideos
Tell a story• A short ‘day in the life’ of a client.• Tour of a facility• How a donor fixed a problem• What your staff is ...
10Expandaudiencewith #
11 Gomobile
TO THENEXTLEVEL
12Organizefollowersinto Lists
13BeyondtheSearch
14Productivitytools
15Measuringperformance
Start measuring your Twitter performance. It’s much easier to get better resultswhen you have solid data about how your Tw...
Focus on building your Twitter community. There are tools that allow you toanalyze who is following youand reach out to yo...
Learn which tweets are most effective with your audience. Use Twitter tools totest alternative tweets to see which onereal...
Expand your Twitter conversation topics. Add more varietyto yourconversations and pull in more audience engagement.#1: Ans...
16Reputation
CASES
BethKanter
http://beth.typepad.com/beths_blog/2007/07/cambodia-blogge.html
http://cambodiabloggingsummit.wikispaces.com/Suitcase+Project
The Kanter’s Model• Build your credibility (trust)• Work with a tight time (1 week)• Pick up a little, but by many people(...
Social Fundraising marries fundraising and social media to transformstakeholders into fundraisers for your organization• S...
99• Susan Reynolds, Dec 05, 2007 - “DONToverreact. Do feel free to share publicly toeducate us all.Anyone w/experiencedisc...
• Dec 21: Frozen Pea Fund launches• TechCrunch, BBC and blogs...• In the first 15 hours 118 people on 3continents donated $...
Twestival is the largest grassroots social media fundraisinginitiative in the world.Twestival is a global movementthat use...
The 2009 Twestival brought together202 cities around the world for onecause.Clean and safe drinking water.Led by organizer...
On 12 February 2009, 200+international cities hosted aTwestival (Twitter + festival) to bringTwitter communities together ...
give trust to the volunteers
Procter &Gamble
 P&G’s social media experiment isa campaign called Loads of Hope,in promotion of its Tide brand andbenefiting Feeding Amer...
 Lack of credibility of P&G incampaigns for charity Lack of credibility of the“influencers” in campaigns for charity Mar...
http://www.amazon.com/Networked-Nonprofit-Connecting-Social-Change/dp/0470547979/http://www.amazon.com/Measuring-Networked-...
 http://www.forbes.com/sites/shelisrael/2012/06/25/social-media-thought-leader-goodwill-fundraiser-beth-kanter/ http://t...
“Success is not the key to happiness.Happiness is the key to success. If you lovewhat you are doing, you will be successfu...
Twitter in 75 minuti
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Twitter in 75 minuti

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Raccontare Twitter per il Non Profit in 75 minuti, il mio intervento all'edizione 2013 del Festival del Fundraising.
La prima parte descrive il livello base della gestione in 11 passi, dalla creazione dell'account all'uso degli hashtag.
La seconda parte esamina altri 5 passi per una gestione più evoluta, dalle Liste agli Analytics.
Al termine alcuni casi interessanti in cui Twitter è stato il determinante per la diffusione di campagne di fundraising.
Da ultimo due libri interessanti per le Non Profit che intendono utilizzare il Web per accompagnare e sostenere la propria attività.

Published in: Education, Technology

Twitter in 75 minuti

  1. 1. Tutto quello che cè da saperesu Twitter in 75 minutiRoberto Cobianchi(Mimulus - Owner)@intranetlife
  2. 2. 0 About
  3. 3. Twitter is a short message communication toolthat allows you to send out messages(tweets) up to 140 characters long to peoplewho subscribe to you (followers).Your tweets can include a link to any webcontent (blog post, website page, PDFdocument, etc.)People follow (subscribe) to your Twitteraccount. You follow other people and thisallows you to read, reply to and easily sharetheir tweets with your followers (retweet)
  4. 4. Presentyourbrand1
  5. 5. 2Describeyourbrand
  6. 6. It’s time to show cancer who’s in charge
  7. 7. making everyone known
  8. 8. 3Connectyour onlinepresence
  9. 9. 4Startfollowingpeople
  10. 10. 5 Starttalking
  11. 11. Tweet: a message you send out to everyonewho follows you. This is the heart of Twittercommunication.@Reply: a message you send out as a replyto a message you received. The @reply is apublic message that mentions the Twitterusername of the person. It shows up in thetweet stream of everyone who follows both ofyou, and on the @connect (mentions) page ofthe Twitter user.Mention: a message you send out thatmentions another Twitter username.Retweet (RT): a message created and sent bysomeone else that you share with thepeople who follow you. Twitter makes iteasy to share tweets.Direct message (DM): a message you sendprivately to another Twitter user. You canonly send a DM to someone who follows you
  12. 12. 6 Talksmarter
  13. 13. 80/20
  14. 14. headlineis apromise
  15. 15. Your headline is the first, andperhaps only, impression youmake on a prospective reader. Without aheadline or post title that turns a browserinto a reader, the rest of your words may aswell not even exist.But a headline can do more than simplygrab attention. A great headline can alsocommunicate a full messageto its intended audience, and it absolutelymust lure the reader into your body text.
  16. 16. People are scanning more ruthlessly than ever, lookingfor interesting tidbits. Your content link is competing withconversations, quips, and tantalizing revelations relatedto this morning’s breakfast cereal.Be USEFUL to the readerProvide him with a sense ofURGENCYConvey the idea that the mainbenefit is somehow UNIQUEDo all of the above in an ULTRA-SPECIFIC wayDirect HeadlinesIndirect HeadlineNews HeadlineHow to HeadlineQuestion HeadlineCommand HeadlineReason Why HeadlineTestimonial Headline
  17. 17. 7 Drivetraffic
  18. 18. 8 Sharephotos
  19. 19. 9 Sharevideos
  20. 20. Tell a story• A short ‘day in the life’ of a client.• Tour of a facility• How a donor fixed a problem• What your staff is working onShow a process• Trees being planted• Homeless being given beds, shelter, blankets• Person dressing up for an interview (job placement)• Stray animals being cleaned and fed• Kids (doing pretty much anything cute!)Call to action• Promote an event or blog post• Show people getting ready for a party• Collecting silent auction items• $50 buys a _____. Visit (website).• We need _____. Please send to (address).Make people think• Ask a question• Make a powerful statement• Inspirational quotesShow results• Show faces of those served today• Incoming client leaves happy• Empty truck is filled with food, thendelivered• Time-lapse of building project21 NONPROFIT USES FOR TWITTER’SVINE VIDEO APP
  21. 21. 10Expandaudiencewith #
  22. 22. 11 Gomobile
  23. 23. TO THENEXTLEVEL
  24. 24. 12Organizefollowersinto Lists
  25. 25. 13BeyondtheSearch
  26. 26. 14Productivitytools
  27. 27. 15Measuringperformance
  28. 28. Start measuring your Twitter performance. It’s much easier to get better resultswhen you have solid data about how your Twitterstrategies are working
  29. 29. Focus on building your Twitter community. There are tools that allow you toanalyze who is following youand reach out to yourtargetaudience. Together, these can make your Twitter marketing far moreeffective.
  30. 30. Learn which tweets are most effective with your audience. Use Twitter tools totest alternative tweets to see which onereally gets a better response.Step #1 – Create Your Split Test TweetStep #2 – Use Bit.ly to Create Split Test LinksStep #3 – Deploy Competing TweetsStep #4 – Analyze Your Results
  31. 31. Expand your Twitter conversation topics. Add more varietyto yourconversations and pull in more audience engagement.#1: Answers#2: Behind the Scenes#3: Case Studies#4: Events#5: Factoid#6: Hashtags#7: Interviews#8: Joint Venture#9: Keywords#10: Live Events#11: News#12: Opinion#13: Photos#14: Quotes#15: Real-time#16: Share Links#17: Updates and Announcements#18: Value#19: White Papers#20: YouTube
  32. 32. 16Reputation
  33. 33. CASES
  34. 34. BethKanter
  35. 35. http://beth.typepad.com/beths_blog/2007/07/cambodia-blogge.html
  36. 36. http://cambodiabloggingsummit.wikispaces.com/Suitcase+Project
  37. 37. The Kanter’s Model• Build your credibility (trust)• Work with a tight time (1 week)• Pick up a little, but by many people(average donation < $40)• Engage before, during and after• Use multiple tools (blog, photosharing, video sharing, wiki...)
  38. 38. Social Fundraising marries fundraising and social media to transformstakeholders into fundraisers for your organization• Set realistic expectations and objectves for pilots,focus on learning and engagemnet• Pick a campaign and platform to experiment withintegrating social fundraising, but Build your networkand get organized first• Let your stakeholders share their story and passionabout your organization• Cultivate and cheer on champions for your cause• Engage influencers and free agents• Say thank you in creative waySOCIAL FUNDRAISING
  39. 39. 99• Susan Reynolds, Dec 05, 2007 - “DONToverreact. Do feel free to share publicly toeducate us all.Anyone w/experiencediscovering a rather significant breast lump?age 50+”• Dec 07: Susan starts a cancer blog “Boobs onIce”• Cathleen, Dec 10:“Bring good vibes to@susanreynolds! Do the Pea Drive this Fridayat 7:30 AM. Donate the cost of 1 bag frozenpeas to breast cancer research”• Dec 14: first “peavatars” appear• Dec 16: Flickr group created• Dec 21: Susan has mastectomy. Frozen PeaFund launchespeavatars against cancer
  40. 40. • Dec 21: Frozen Pea Fund launches• TechCrunch, BBC and blogs...• In the first 15 hours 118 people on 3continents donated $3,500• Jan, 10:Washington Post story > Fundis at $7,000+• Frozen Pea Fund has raised $10.000for the American Cancer Society
  41. 41. Twestival is the largest grassroots social media fundraisinginitiative in the world.Twestival is a global movementthat uses social media for social good,empowering communities around the worldto organize one-of-a-kind offline events in support ofcauses.
  42. 42. The 2009 Twestival brought together202 cities around the world for onecause.Clean and safe drinking water.Led by organizer Amanda Rose, anastonishing $250,000 was raised -100% of that money going directly tothe projects.charity: water staff flew to Ethiopiaweeks later to drill the first well, andconnect the Twitter community with thepeople they served. The following fourvideos were sent via satellite from thefield.
  43. 43. On 12 February 2009, 200+international cities hosted aTwestival (Twitter + festival) to bringTwitter communities together toraise money for charity: water.The Twestival raised $250,000+ andbrought worldwide public awarenessto the global water crisis.On 11 April charity: water will drilledthe first Twestival well, postingvideos of the progress.
  44. 44. give trust to the volunteers
  45. 45. Procter &Gamble
  46. 46.  P&G’s social media experiment isa campaign called Loads of Hope,in promotion of its Tide brand andbenefiting Feeding America. 150 social media experts and“influencer” on Twitter Fund raising competition viaTwitter, blogs, social networks The goal: $100K and prove thevalue of social media 2.000 t-shirts, 20$“Loads of Hope”
  47. 47.  Lack of credibility of P&G incampaigns for charity Lack of credibility of the“influencers” in campaigns for charity Marketing vs Fundraising Lack of transparencyWeaknesses
  48. 48. http://www.amazon.com/Networked-Nonprofit-Connecting-Social-Change/dp/0470547979/http://www.amazon.com/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604/
  49. 49.  http://www.forbes.com/sites/shelisrael/2012/06/25/social-media-thought-leader-goodwill-fundraiser-beth-kanter/ http://thenextweb.com/twitter/2011/03/14/twestival-2011-the-biggest-twitter-meet-up-for-social-good/ http://www.twylah.com/lvrluca/tweets/275560975808221184 https://twitter.com/amanda http://amandalindsayrose.tumblr.com/post/1669397180/twestival-two-years-on http://amandarose.com/biography.html http://www.avoicomunicare.it/blogpost/futuro/aspettando-il-twestival-2013 http://www.charitywater.org/twestival/ http://www.bnl.it/comunicazione/telethon/
  50. 50. “Success is not the key to happiness.Happiness is the key to success. If you lovewhat you are doing, you will be successful”thank youAlbert SchweitzerMimulus - New Web AgencyVia San Pier Tommaso 18/340139 Bologna@intranetliferoberto.cobianchi@mimulus.it

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