10 steps to nonprofit success on twitter

Guest Presenter

Host

Housekeeping

QuestionsWe’ll take questions via Twitter• include the hashtag #givezooks. • You can direct the question to:

• @johnhaydon or @givezooks

We will answer those questions at the end of the presentation or throughout the day

10 Steps - Overview

Clarify Expectations

Organization Buy-in

Listen

Learn Lingua Twitter

Setup your Profile

Basic Communications Methods

Tools

Conversation

Connect Impact

Measure

3

4

5

6

7

8

1

2

9

10

Clarify Expectations

Step 2 - Clarify Expectations

≠1. Twitter is not a silver bullet (nothing is, really). You need to

have the basics covered (website, donation processing and email marketing) prior to spending a lot of time with social media.

2. Search for your audience - You need to listen and determine if your audience is even using Twitter. It may be OK just to monitor and not Tweet yourself right now. Searching can be done at http://search.twitter.com (more on this later).

SilverBullet

Step 2 - Clarify Expectations

Twitter and Conversation

Sharing with friends of @givezooks on a webinar

Step 2 - Clarify Expectations

So...What are you doing?

Creating a conversation on the issue

Talking about your Nonprofit

vs.

Step 2 - Clarify Expectations

Twitter and Cultivation

Take your audience on a journey

Step 2 - Clarify Expectations

Twitter and Contributions

Educate your audience

Organization Buy-In

Step 2 - Organization Buy-in

Wait.You want to do what?

Not a good idea...Not a good idea...

don’t let them

How do we control these

people?

Step 2 - Organization Buy-in

• It’s still too new. It’s just a fad, right?

• Overwhelming, Confusing, too many options

• Fear of transparency, loss of control

• Distraction for employees to participate in social media

• Not right fit for our organization

• Not ready for a new strategy

• Don’t see ROI. Not worth the investment

Understand the list of Fears

Step 2 - Organization Buy-in

If it is a fad - it’s a big one0

20

40

60

80

Facebook YouTube Twitter LinkedIn MySpace

26.1

32.9

43.246.5

74.0

* NTEN Nonprofit Social Network Survey Report 2009

Other Orgs are incorporating it...

Step 2 - Organization Buy-in

• Build BrandRefine your messaging overtime by testing out how people react to your posts.

• Get FeedbackPost questions on articles or projects to get the feedback of followers or supporters

• Direct TrafficLet followers know about , other twitter posts, sites, news or articles that might be of interest. Trade promotion with other related organizations in your community

• Broadcast NewsProvide updates about the organization’s programs, impact, ways to get involved

• Fundraising Promotion

Have clear strategy - What are your goals?

Listening and Monitoring

Step 3 - Listening and Monitoring

MonitoringGather Information Regarding Keywords

Step 3 - Listening and Monitoring

ListeningPeople want to be heard

People want to Connect

• Organizational Impact• Success Stories• Learn more about organization• Info on Cause of interest• Info on Financial Accountability

What do people want to talk about?

Learn Lingua Twitter

Step 4 - Learn Lingua Twitter

Tweet - Is your POST or UPDATE. Up to 140 characters that immediately is broadcast to your individuals that follow you

Re-Tweet (RT) - A repeat of a tweet of someone you follow or found that you found interesting enough to want to share with your followers. By using the @<profile name> you also give credit and introduce your followers to someone else

Reply - A public response to someone. The ‘@’ (pronounced AT sign) specifies the person that you are replying to, and provides an easy link to get to their profile.

Step 4 - Learn Lingua Twitter

Direct Message (DM) - If you want to send someone a private post, just start your tweet with a D and only they will see it. They can also reply privately with a DM. You can only DM a Follower that you Follow

Mention - By using the @<profile name> you introduce your followers to someone else.

Hashtag - A tag, topic or Key Word. Always prefaced with a ‘#’ (Hash) Good examples are causes, people you serve, events or initiatives. Makes it easy to search. Using hashtags is a great way to find new followers that care about your cause

#Youth #Elderly#Education #Cancer #Environment#Arts

#Volunteer #fundraise #FollowFriday #CharityTuesday

#Elderly

Step 4 - Learn Lingua Twitter

Follower - Someone who subscribes to your Twitter Posts or Tweets

URL Shortener - With the limitation of 140 Chars., sites have emerged to help you get the most of your limited space - some have the added benefit of providing stats.

TinyURL, bit.ly, Snurl, tr.im, is.gd

Follow back - This is when you Follow a Follower. You would do this to see their posts and also so that you can DM them

People can ‘follow’ your tweets - they are called ‘followers’

But you don’t have to follow them

Step 4 - Learn Lingua Twitter

People can ‘follow’ your tweets - they are called ‘followers’

But you don’t have to follow them

This is a block of pics of some of your followers

RSS feed lets you send content to other sites(your blog, your site)

Setup your Profile

Step 5 - Setting up your Profile

Step 5 - Setting up your Profile

Step 5 - Setting up your Profile

Username: Pick a username that is your actual name or the as your other usernames. If you chose something like Funkyboy5454, you’ll be considered spam as you request to follow others. If you use your real name, you’ll be treated well.

Background Picture: Create an attractive background image in photoshop (File Dimensions: 2048 by 1707 pixels total; Branding Dimensions: 80 pixels by 587). Use the same colors that you have on your blog or website for marketing consistency.If you have many people tweeting on behalf of your organization, make sure you all have similar backgrounds

Step 5 - Setting up your Profile

“When people view a stream of tweets, your avatar (and therefore your tweet) should stand out.” - Guy Kawasaki

Your avatar - logo or photo?

Who do you party with? Logos or people?

Suggestions on how to organize...

Organization Profile

Staff

Follow

Thought Leaders

Supporters

This allows you to:

• Listen to supporters

• Direct Message supporters

• Easily Forward relevant tweets of staff to followers

• Learn from sector leaders

Step 5 - Setting up your Profile

Connector vs. Broadcaster accounts

The collateral damage of “high output” events:1. Your current Twitter relationships with may be turned off by sudden broadcasting.

2. Users that find you in a search may choose not to follow you if they see a high amount of broadcast posts.3. Any new connections won’t won’t get the attention they deserve.

http://www.blogforprofit.com/social-media/combining-broadcaster-and-connector-twitter-accounts/

Basic Communication Methods

Step 6 - Basic Communication Methods

Four Post Types

• Plain or “Web 1.0″ Post

• Re-Tweet or “Good Karma” Post

• Reply Post or “Social” Post

• Direct Message or “Email” Post

Step 6 - Basic Communication Methods

Plain or “Web 1.0” Post

Pro ConFolks could perceive you as self-centered if the majority of your posts are all one-way (Web 1.0).

Clearly communicates that your post is intended for all followers. Very inviting (unless the content is crap).

Step 6 - Basic Communication Methods

Re-Tweet or “Good Karma” Post

Pro ConCan create a Karmic drain if you do this a lot. Asking someone to re-post something to their followers is asking them a big favor.

Creates good Karma by forwarding valuable articles to other Twitter users. Huge potential for a great article to be seen by thousands (truly viral).

Step 6 - Basic Communication Methods

Reply Post or “Social” Post

Pro ConIf most of your posts start with ”@yourfriend“, you could alienate other users.

This post says that your social - you’re connecting with others and being helpful.

Step 6 - Basic Communication Methods

Direct Message or “Email” Post

Pro ConCouldn’t think of a con for this one - I’m a big believer in one-on-one communication (more than 70% of my posts are via direct message).

Facilitates a private, more personal conversation between two users. Could lead to developing a new client.

Tools

Finding Supporters

Who is interested in your cause locally

2 Keyword search for your causes, people you serve or initiatives

http://nearbytweets.com/

1Go to Nearby Tweets

3 Follow local people that care about your cause

Step 7 - Tools

Desktop/web Posting and Monitoring

Let’s you easily manage posts, searches, mentions, groups and direct messages

Step 7 - Tools

Mobile Applications

Great for giving real-time updates during events, or out in the community

Most Apps will also let you post a picture

Conversation

But what do we talk about...

Start by understanding what others are currently talking about...• On Twitter • In the News• On Blogs

This is the part of conversation that most of us need to remember

yourname@gmail.org

Finding relevant things to talk about...

Keep on top of issues, news that impacts your sector, or what others are blogging about

These become things that you can tweet about or comment on.

What are others talking about and what’s in the news....

OR

Examples

Educate

Examples

Thank supporters

Examples

Promote others that tell

your story

Connection to Impact

Connection to Impact

3 simple questions to answer...

What can I do to help make that impact?

Why does it matter?

Connection to Impact

How it applies to Fundraising...

Your Programs It’s Impact Actionable

Information

Directed Giving

aka: Wish Lists

Our after-school program participants have a 50% increase in graduation rates http://bit.ly/H4I390

Example

Program impact + link to specific wish list item

tweet

Example

Measure

Step 10 - Measure

It’s not just about the dollars...• Followers

This is not the only goal, but it’s good to know it’s not shrinking

• Tweets over timeAre you consistently posting Updates?

• MentionsAre people including you in their posts? - There is a link on your profile page - Tools like TweetDeck also have it.

• Re-TweetsAre people spreading your message? Always thank them.

• Click-ThrusIf you are using a URL shortener, they will have stats

Step 10 - Measure

bit.ly statistics

Summary

Get others Involved• Encourage all Staff to create a twitter profile and Follow your organization• Follow key influencers of your cause or sector• Invite Supporters to Follow your organization

Include in overall communications plan• Let Existing Supporters know they can find you on twitter

• For all future communication, how will you incorporate twitter?

Make it part of your daily routine• Take 10 minutes to:

• Tell Followers what is happening within the organization (successes, impact, needs, etc.)

• Re-Tweet interesting Tweets of the individuals that you Follow

• Educate - Post links to other related articles, sites, blog, new stories ALWAYS include a comment

ThanksAbout givezooks! About John Haydon

@givezooks

facebook.com/givezooks facebook.com/johnhaydon

@johnhaydon

www.givezooks.com www. johnhaydon.com