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Bootstrapping Your Social Media Engagement
The document, presented by Debra Askanase, outlines strategies for enhancing social media engagement, particularly on Twitter and Facebook, emphasizing the importance of genuine interaction rather than broadcasting. It discusses various motivations for sharing content online, tips for creating shareable content, and the significance of engagement ladders, which classify users by their level of involvement. Additionally, it provides specific tactics for content planning, posting frequency, and audience interaction to build stronger relationships with followers.
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Bootstrapping Your Social Media Engagement
- 1. Bootstrapping Your SocialMedia Engagement Debra Askanase November 2, 2011 A Service Of: Sponsored by:
- 2. INTEGRATED PLANNING Advisingnonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.com A Service Of: Sponsored by:
- 3. Affordable collaborative data management in the cloud. A Service Of: Sponsored by:
- 4. Today’s Speaker Debra Askanase Founder and Engagement Strategist, Community Organizer 2.0 Assisting with chat questions: Hosting: April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership A Service Of: Sponsored by:
- 5. Presented by DebraAskanase, Engagement Strategist Bootstrapping Your Social Media Engagement
- 6. It’s all about Bootstrapping Bootstrapping Twitter Facebook engagement engagement engagement
- 7. It’s all aboutengagement Think about the conversation
- 8. The social mediafunnel Move to Action Creates Trust Social Media Engage
- 9. It’s about RELATIONSHIPS,not broadcasting
- 10. Facebook is aboutthe conversation and value-added content, not broadcasting
- 11. Engaging Practices Value-added content Regular programming Participation entry paths Real interactions: personal engagement hhh Conversation starters Open-ended questions
- 12. Why people shareonline: 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 http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
- 13. Tips for gettingyour 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 http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
- 14. Understand the Ladderof Engagement Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
- 15. Questions to GetYou Started 1. 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. Bootstrapping Twitter engagement Research and Examples
- 17. Know what theconversation is about http://www.flickr.com/photos/89888346@N00/179760033/
- 18. Create a contentcalendar Daily content: Within your messaging themes Special types of tweets on certain days of the week? Twitter chats you participate in as you, not the org Regular question of the day, contest, photo of the day, etc. How often?
- 19. Can a logohave this kind of conversation? http://www.flickr.com/photos/57038784@N00/2215481444/
- 20. Who would yourather tweet to?
- 21. Personalize the officialprofile
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- 24. Be an avidconversationalist http://www.flickr.com/photos/moriza/2565606353/
- 25. Really connecting asan entity means Be genuine Be honest Really engage in conversation Invest in developing letting individuals shine relationships http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
- 26. 60-30-20 Rule Don’t talk about yourself! 60% retweets 30% original content 20% your own news What is that people care about? What is YOUR conversation theme?
- 27. When to tweet http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
- 28. When to tweet http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
- 29. When to tweet http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
- 30. When to tweet http://www.whentotweet.com/
- 31. Use hashtags tobe in the conversation #nonprofit #ff #followfriday #woofwednesday #fundraising #nptech #socent #activsm #advocacy #causes #charitytuesday http://www.bethkanter.org/hashtags-snowflakes/ http://www.companykmedia.com/2011/05/18/30-super-useful- nonprofit-hashtags-twitter-chats-too/
- 32. Get involved intwitter chats #nptalk #ynpnchat #fundchat #smNPchat #vivanistachat #socentchat #cmgrchat For a continuously updated list of twitter chats, go to https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en_US#gid=0
- 33. Curate your ownlists (private and public)
- 34. 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 week Used with permission from USA for UNHCR
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- 39. Bootstrapping Facebook Engagement View your slides from anywhere!
- 40. When to postto Facebook http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
- 41. When to postto Facebook http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
- 42. ROE of Facebookposting frequency
- 43. Research: engaging throughposts http://www.emarketer.com/Article.aspx?R=1008328
- 44. Research: engaging throughposts • 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 http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
- 45. Autoposting hurts yourpage On average, Facebook Pages that show posts via a third party app such as HootSuite or TweetDeck, as opposed to linking the old fashioned manual way, receive 70% fewer likes and comments Third parties don’t pull images, either http://socialmediatoday.com/steve-olenski/361639/facebook-autoposting-social-media-no-no
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- 51. Content calendar: communityquestion
- 52. Own the conversation:youth business
- 53. Cross-post with strategicpartners
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- 56. Give them uniquecontent, thematically
- 57. Unique offers only foundon the Facebook Page!
- 60. Engage with personaltouches • Send personal messages through FB to fans that post and thank them • Post messages from your organization on their Facebook Pages • Create groups • Don’t be afraid to become FB friends with some of your best fans • Always be commenting – answer every one
- 63. Resources Twitter and Facebookresources: http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits- using-twitter/ http://www.socialbrite.org/2011/09/26/8-nonprofit-twitter-superstars/ http://tweepi.com/blog/2011/09/10-valuable-tips-for-ngos-on-twitter/ http://mashable.com/2011/10/28/best-time-to-tweet/ http://www.socialbrite.org/2011/10/10/top-tools-to-measure- performance-influence-on-twitter/ http://socialmediatoday.com/jillian-ney/325175/why-people-share- content-online http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
- 64. Debra Askanase Engagement Strategist debra@communityorganizer20.com Twitter: @askdebra Linkedin: www.linkedin.com/in/debraaskanase Slideshare: www.slideshare.net/debask Google Plus: http://gplus.to/askdebra
- 65. Thank you Feel free to stay in touch!
- 66. Find listings forour current season of webinars and register at: NonprofitWebinars.com A Service Of: Sponsored by: