Twitter compasspoint

4,065 views

Published on

presentation for http://www.compasspoint.org/workshop/Effective+Social+Media+Strategy+and+Powerful+Tactics+for+Networked+Nonprofits

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
4,065
On SlideShare
0
From Embeds
0
Number of Embeds
2,401
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Cher uses ALL CAPS, tweets longer than 140 so her stream is one long, disjointed tweet
  • Janetfouts.com/listen and http://janetfouts.com/controlling-the-conversation/
  • Take advantage of FB’s graphical interface, don’t usehashtags, they aren’t serving their purpose on FB, tag via FB’s tagging convention.
  • Having events gives you a reason to share with your community, helps you reach outside communities, gives you the opportunity to be found on topical communities in the archiving, like Slideshare. Enlisting volunteer bloggers and tweeters opens your community up to more people, giving them ownership of the community. Helps create user-generated content.
  • Twitter compasspoint

    1. 1. Twitter BEST PRACTICES<br />Social Media <br />Conversation in Community<br />Susan Tenby, Director<br />Online Community/Social Media Team <br />TechSoupGlobal<br />susan@techsoup.org<br />@suzboop<br />Susantenby.com<br />
    2. 2. We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources and knowledge they need to operate at their full potential<br />
    3. 3. TechSoup Global has established an extensive partner network in 32 countries<br />Australia<br />Belgium <br />Botswana<br />Brazil<br />Bulgaria<br />Canada <br />Chile <br />Croatia<br />France<br />Germany <br />Hong Kong <br />Hungary<br />India <br />Ireland<br />Japan <br />Kenya <br />Luxembourg <br />Macau<br />Mexico <br />Netherlands <br />New Zealand <br />Poland <br />Romania<br />Russia<br />Slovakia<br />Slovenia<br />South Africa<br />Spain<br />Taiwan<br />United Kingdom<br />United States<br />
    4. 4.
    5. 5.
    6. 6. Online Community and Social Media Team<br />Double-click to enter title<br />Communicating across social media channels for the TechSoup Global online networks<br />Double-click to enter text<br />
    7. 7. Cause, campaign or organizational plan & presence?<br />
    8. 8.
    9. 9. Effective Social Media Strategy and Powerful Tactics for Networked Nonprofits<br />Campaignor organizational plan?<br />Mission & Purpose?<br />What do you want to accomplish?<br />Measurable Goals<br />Call to Action Request<br />Organizational voice and brandAuthority Position?<br />Step One:<br />CHART THE COURSE:<br />Determine which<br />Channels are right for you – and right for your audiences to receive you<br />
    10. 10. WHY TWEET?_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY<br />Mission<br />
    11. 11. Measurable GoalsConnected to Specific outcomesCall to Action RequestWhat do you want to accomplish?<br />
    12. 12. What do you want by having & monitoring your social media presence?<br /><ul><li>Drive traffic to your website?
    13. 13. Increase your org’s thought leadership?
    14. 14. Generate partnerships?
    15. 15. Donations?
    16. 16. Buzz?
    17. 17. Volunteers?</li></ul>What is your call to action?<br />Pick one or two goals: <br />Stay Focused!<br />Be Charming!<br />
    18. 18. Being Nonprofit Twitter RockstarDoesn’t = Fundraising $$<br />
    19. 19. SOCIAL ESSENTIALS<br />Mission, Goals, Vision for sharing your story<br /><ul><li>Minimal Outreach and Community: Facebook & Twitter
    20. 20. Minimal Listening: Google Alert & Twilert/Social Mention/Topsy
    21. 21. Minimal Tracking: Hootsuite & Insights</li></li></ul><li>
    22. 22.
    23. 23. The Right Formula = Your Secret Sauce<br />
    24. 24. Managing your internal voices<br />Listening to your external voices<br />
    25. 25. Who do you want to participate?How do they participate?At a minimum...<br />When setting up your networks, make sure you include the following:<br />1) Photo and/or logo<br />2) Links back to your website<br />3) Content about you or your organization<br />
    26. 26. Organizational voice and branding…What is yourAuthority Position?<br />
    27. 27. Twitter account branding:Think abt it!<br />Carefully name your account & Fill out/update your bio with campaign info. Show people!<br />Who voices<br />your social sites? <br />Outreach:<br />Identify new<br />Potential partners<br />Across many media <br />Outlets & Channels<br />What is your story?<br />Who is telling it?<br />With what voice?<br />Find your peeps through hashtags, Listorius & Twellow<br />
    28. 28. Don’t Tweet Like CHER.<br /><ul><li>Don’t tweet like Cher
    29. 29. Don’t make up #uselesshashtags
    30. 30. Don’t spam via DM
    31. 31. Don’t call yourself a rockstar or guru
    32. 32. Don’t put an emoticon or exclamation mark after every tweet
    33. 33. Don’t be self-referential in all your tweets
    34. 34. Track click-thru using Bit.ly & do what works
    35. 35. If yr going to RT something, READ IT first</li></li></ul><li>57% of Nonprofits are on twitter<br />Avgfollwer base up 2%, 1822 followers<br />DO Tweet Like…<br />
    36. 36.
    37. 37. ENGINEER SHARING!<br />
    38. 38. CONVERSATION<br />
    39. 39. Hashtags<br />#NPtech<br />Research and find tags from many communities related to your field<br />Participate in conversations that help you engage new audiences and strengthen your authority positions<br />Use tags to organize<br />Information and grow diverse conversations<br />
    40. 40. TechSOUP Campaign:DigiTALSTORYTELLING<br />http://tiny.cc/tsdigs<br />Social stories shared amongst trusted friends<br />A community created around a hashtag<br />
    41. 41. Social: What to do & what NOT to do<br /><ul><li>DO find a third party listening dashboard tool that you like such as NetVibesor Google Reader for RSS/alerts
    42. 42. DO subscribe to Alerts about relevant topics
    43. 43. Don’t delete or Ignore negative feedback, address it
    44. 44. Don’t use your friends and followers for their networks
    45. 45. DO tag Strategically, redundantly across many channels
    46. 46. Don’t only broadcast about your org, share stories & respond
    47. 47. Don’t be a control freak: guide conversations
    48. 48. Don’t just expect someone will run your SM channels, designate someone!
    49. 49. DO track your progress using social analytics tools that help you track success </li></li></ul><li>Amplify, but speak the right local language <br />Don’t use other people’s pages as a platform for your spam<br />Don’tAuto Feed your Status updates to Facebook<br />Don’t use Selective Tweets<br />Do take a little time, show you care<br />Do take advantage of features of the channel such as crosstagging to groups, people and places at once with links<br />Do find your niche community & stay focused on that topic<br />
    50. 50. LISTENING<br />
    51. 51.
    52. 52. A few good <br />Dashboards:<br />Use for listening,<br />NOT Broadcasting<br />
    53. 53. Hootsuite<br />Pros:<br /><ul><li>Good for listening, include tags, common misspellings, lists/groups
    54. 54. Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations
    55. 55. Paid version gives downloadable reports for ROI information</li></ul>Cons:<br /><ul><li> Free version won’t allow for multiple accounts or multiple users</li></li></ul><li>CoTweet<br />Pros: FREE<br /><ul><li>Schedule & assign Tweets ahead of time PR releases & allows teams to manage accounts
    56. 56. CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each request</li></ul>Cons: Not as easy to use as a listening interface<br />
    57. 57. Use TAGS to serendipitously search for your peeps<br /><ul><li>Look for others using a tag you choose
    58. 58. Find what else those people bookmarked
    59. 59. Find other relevant tags
    60. 60. Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)
    61. 61. Share your resources via social media
    62. 62. If you’re listening, you can learn new tags on twitter & search other networks too</li></li></ul><li>Who’s talking about you & what hashtags & FOLLOW!<br />
    63. 63. INTEGRATION<br />
    64. 64. Create your own special sauce<br /><ul><li>Figure out what your needs are, use a combination of tools
    65. 65. Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface)
    66. 66. Many mobile clients have pic uploader installed in the app (Peep)
    67. 67. Figure out a workflow that isn’t confusing to avoid Freudian tweets
    68. 68. When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely
    69. 69. Think more about RETWEETS & amplification than followers</li></li></ul><li>Social MediaPolicy?<br />Don’t bother writing your own. There are TONS out there!<br />See: http://npsocialmedia101.wikispaces.com/Facebook<br />http://www.scoop.it/t/social-media-policies-in-the-work-place<br />
    70. 70. Be Redundant: Amplify Your Events & Message<br /><ul><li>Remember your audience is in more than one community
    71. 71. Think about these channels as communities, speak their language, use the local media
    72. 72. Broadcast your events via livestreaming & Twitter
    73. 73. Follow all your events with wrap-ups & broadcast the Slideshare link
    74. 74. Have regular events and be consistent about how you share them
    75. 75. Enlist volunteers to live-tweet / blog</li></li></ul><li>SHARING is a deeply passionate activity for engaged audiences to continue conversations+SHARING is an act of conversion<br />
    76. 76. Curate, Point to others, Save bookmarks & Share <br /><ul><li>Don’t ever be afraid of having nothing to say: you can always Curate!
    77. 77. Use Delicious to save bookmarks and share them
    78. 78. Use Scoop.It to help you find topical, relevant, reusable content
    79. 79. Share it and content from others
    80. 80. When in doubt, ReTweet and be generous with @replies</li></li></ul><li>BENCHMARKS & SUCCESS<br />http://nonprofitsocialnetworksurvey.com/<br />Aim for realistic goals as you grow your social presence<br />
    81. 81. Know your goals and communicate the steps<br />Timelines:<br />VISION <br />STRATEGY<br />PROGRAM TIMINGDELEGATIONINVOCATION<br />COMMUNITY CARECEREMONIOUS CLOSINGANALYSIS & WRAPUP<br />STEP TWO:<br />STRATEGY<br />Know your course, deadlines, and work out a plan step by step<br />
    82. 82. EXAMPLE OF CAMPAIGN TIMELINE<br />Reminder to promote all this week from TS and personal accounts.<br /> <br />Here’s a trackable bit.ly to use: http://bit.ly/tstext2give<br /> <br />Marketing timelineSeptember 19 Promo blog post synopsis due to Patrick by MichaelSeptember 21 Promo blog post due in blog tool by Susan ChavezSeptember 22 By the Cup (9/27) text due by MichaelSeptember 26 Content spotlight on homepage goes liveWeek of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by MichaelSeptember 29 By the Cup (10/4) text due by MichaelOctober 3 Targeted outreach and DMs to friendly tweeters and content experts<br />#Text2Give <br />tweetchat<br />
    83. 83.
    84. 84.
    85. 85.
    86. 86. Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web<br />Most organizations have almost no budget for social media yet some leverage thousands in support thru volunteers<br />http://nonprofitsocialnetworksurvey.com/<br />
    87. 87. Timing and Investment Needed<br />Blogs: 1-4 hours per post<br />Twitter: 5-30 minutes a day<br />Facebook: 5-30 minutes a day<br />LinkedIn: 15-30 minutes, weekly<br />Listservs: 30 minutes weekly<br />Other Groups: 30 minutes weekly<br />Photo Uploads: 15 minutes weekly<br />Videos: 2-4 hours a week<br />Curation: 1 hour a week<br />Total Average Social Media Time: <br />90 minutes per day<br />11 hours per week<br />
    88. 88. MINIMUM Time it will take: 10 minutes a day<br />3 minutes: Check for Twitter chatter about yr organization and sub-sector.2 minutes: Scan Google Alerts, Social Mention and Blogs Alerts for important articles and mentions.3 minutes: Filter and flag relevant sector-related LinkedIn group and Quora questions.2 minutes: Log in to Facebook to scan your wall and comments.If you have 5 extra minutes, chime into a listserv to keep yr presence there!<br />
    89. 89. Questions?<br />
    90. 90. Contact Me.. Really!<br />http://susantenby.com/<br />@suzboop<br />@techsoup<br />@npsl<br />www.techsoup.org<br />susan@techsoup.org<br />http://www.slideshare.net/suzboop<br />http://www.delicious.com/suzboop<br />http://npsocialmedia101.wikispaces.com/<br />

    ×