hhsnetworkca --- twitter for us

Making Twitter Work for the

CA HHSNetwork

Using Twitter to MakeSocial Change

* Lifetime guarantee included

Dan Cohen, PrincipalFull Court Press Communications

[email protected]

@dcstpaul / @FullCourtPress

Today

Today• Twitter in a nutshell• What it is• How to listen• Take the plunge and

tweet• See what happens• Listening Tools• Tag-teaming the

Twitterverse

HHS Network CA --- Twitter for Us 3

Let’s Share:How am I currently advocating?

Who are my key audiences?What do I want them to do?

4HHS Network CA --- Twitter for Us

Failure IS an Option

www.youtube.com/watch?v=-Vo4M4u5Boc


HHS Network CA --- Twitter for Us

Only YOU can find what works for you & your organization

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HELP is out there – tons of itBethKanter.org

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We can all do this! Take one step…

In the next 5-7 days:1.For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools

2.For YOU: Try one new media tool to “listen” & use social media tools to connect.

3.For all of us – as a NETWORK: Find and listen to your peers on-line


Congratulations! You now own your

own network & newspaper

But before we start…Be Strategic

• Communications Goals should rule• What is your near-term goal? • Long-term?• What is your strategy?• How do these tools fit? • Are you the right messenger? • Are you listening?

Photo source: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/


Take me to the Social Web: Beth Kanter, Beth’s BlogWhat is your burning question about Twitter? Write it in 140 characters or less.

http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdfHHS Network CA --- Twitter for Us

Another option: Open twitter.com & just start typing

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What is twitter


What is twitter• 15 Billion messages sent –

140 characters or less• Millions of individual

broadcasting networks – built by the users themselves

• A new way to speak directly to the people you care about – and that want to hear from you…or

• A giant and total time – suck away from what is really important? You be the judge


Twitter Basics• Messages – 140 characters –

a “Tweet”• Messages available to anyone

– but sent directly to your “followers” accounts

• Messages from the people you “Follow” sent to your account – all messages accessible through searching

• Individual users have account names – identified by “@NAME”


Why Twitter?


What is a Tweet?

BANAL


What is a Tweet?

Head’s Up!


What is a Tweet?

Look at Me!

I’m a part of this!


Begin at the Beginning – Twitter.com

• Sign up for a free account and fill out your profile by adding an image and one-line bio and include a link to your site.

• You can read on the web or send messages to your phone or IM client. Decide what works best for your working style.

• You can "protect your updates" or "open." Pros/cons to each.

• Decide whether you want an organizational account or individual account.

• Share the workload - should not just be one person. Listening on Twitter can take 5 or ten minutes of your day each day.

http://socialmedia-listening.wikispaces.com/Project+1HHS Network CA --- Twitter for Us 22

Step One - Listen

• Counter-intuitive – listen first• Follow 5 new people – see who they

“listen” to, then five more, then five more – watch the conversation happen

• Try a search – Search.Twitter.com• Try “California Budget” “Immigrant” “p2”• Read the conversation – who is saying

what? Follow some interesting folks.Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php


Listening Options


Looking is Listening…


Listening Options – Watching the River

Flow



Listening Options – Watching what one person says…and finds important

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Listening by Referral

• How do you find people?

• Who do YOU trust? • Who do they listen to?• Where do those names

take you?


Access Lists of Others

• Search for “Lists” on topic areas that matter to you

• Search for lists created by people you want to hear more from


Listen…Search a

“hashtag”


What have you learned by listening?

• What conversations are out there?

• Who is having them?• Is there a voice missing

from the discussion? • Is there information

missing?• What value can you add?



Now What?

For some – the scariest screen on earth…

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What Makes a Story?• Controversy. The worse it is, the better for the media.• Conflict. Between groups of people, industries, issues or ideas.• Problem/Solution Dynamic. If you want to talk about a problem, YOU’D

BETTER tell them a solution.• Timeliness & competitive advantage (Is it an exclusive to that paper or TV

station?).• Access to & reliability of sources – often just knowing there is someone

who can educate a reporter on an issue is reason enough for them to feel comfortable enough to do a story.

• People/Personalities. Large mistakes by little people or Small mistakes by big people.

Author’s Note: These next three slides come from Media 101 presentation by FCP – but are instructive for us


What Makes a Story?• Dramatic Human Interest. Include the stories of real people, their

triumphs, tragedies, and anecdotes.• Trends. Stories that suggest new opinions, behavior patterns and

attitudes. Three is a trend; find at least three examples to assert that a new trend is emerging.

• New Announcement. “Unprecedented” or “groundbreaking” or “first-ever”. Reporters are only interested in new news, not old news. Make it fresh.

• Localize national story (and vice versa). Take a nationally breaking story and emphasize its local impact


What Makes a Story?• Anniversaries/ Milestones. One year later, 5 or 10. • Fresh angle on old story. Take old story add fresh twist.• Stories. Individuals, community leaders, or galvanizing spokespersons who

may become news themselves. • Special event. A huge conference, rally, or gathering. Frame event to

capture the issue and importance.• Rapid Response. React & OWN news others have made.• Celebrity. If you have a celebrity on your side, someone known in your

community, make sure they are included in the story.• Strange Bedfellows. Have unlikely allies

come together in solidarity over your issue? Highlight it in your story.


So – what do you have to say?• Personal thoughts and reflections that meet your goal?• Are you first? The only? The most trusted to share it?• Replies (@twittername) - this comes from listening to your

followers (you have to follow back to see their tweets). The more personal the reply, the higher the impact.

• Direct replies (d twittername) - this isn’t in the public timeline, but it helps build deeper bonds to talk directly to someone like this.

• New blog posts – yours & promote other people’s blog posts that are of interest

• Announcements - if it is interesting, tweet it • Shout outs - @twittername rocks! Thanks for the great link:

http://insertlink.com These make people feel great, too.

HHS Network CA --- Twitter for Us Adapted from http://www.horsepigcow.com/2008/04/tweeting-for-companies-101/

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Fear-free Tweeting

• How could you message your peers in 140 characters or less?

• How would it be different than how you communicate now?


Step Two – Take the Plunge


/

John Myers, KQED – “…I think the broader the

focus of the tweets, the harder it gets. I sometimes find myself straying a bit beyond what I think is most valuable. I think folks who tweet anything and everything tend to water down their value. “

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@ShaneGoldmacher, LATimes “I would say that Twitter can be most

effective to cover live, as they are happening events.

Also, can be most useful to point out stories or things people would otherwise miss.”

He added, “Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.”

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So…Write it in 140 characters or less.

http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdfHHS Network CA --- Twitter for Us 40

What do we do next?Listening Tools & Collaboration

Twitter for Us – Part II

Did Twitter feel like this to anyone?


But with all this data flowing by…

• There are tools to help you manage

• Help is a few clicks away

• Tools to help you listen, sort, and manage your tweets


TweetDeck

hootsuite


Type 140 here


Twitter – on hootsuite


A mention…

A message…

Twitter – on hootsuite

A twitter list… A search term…


A Scheduler

• Multiple users on one twitter account – good for organizations

• You can set tweets to go out at certain time• Considered to have BEST tracking tools of any

free software– How many people retweeted?– Who adopted my link – but tweeted their own

message?• Uses url shortener owl.ly


How do we work together?


MAKE IT EASY


MAKE IT EASY


@HHSNetworkCA - Let California Vote Sample Tweets: #JerryBrown signed the cuts. Now it’s time to stand up for Democracy and #LetCAVote on these modest #cabudget revenues! We paid our fair share in #cabudget cuts! #LetCAVote on #Jerry Brown revenues and invest in California’s future!Californians deserve the opportunity to have a say in their future. We accepted $12 bill in #cabudget cuts – #LetCAVote NOW! If opponents think voters will reject these #cabudget revenue proposals, then what harm could come by putting them to a vote? #LetCAVote We will not accept $12 billion in #cabudget cuts WITHOUT the opportunity to vote on #JerryBrown revenue package. #cabudget cuts = lost jobs, hungry children & out-of-work families. #LetCAVote on #JerryBrown revenues NOW! Californians accepted life-threatening #cabudget cuts. Now it’s time to let constituents have a say and #LetCaVote on the modest revenues. Californians have suffered $16 billion in HHS #cabudget cuts over the last 3 yrs. Time to make smart investments with revenues. #LetCAVote Haven’t the most vulnerable Californians suffered enough? It’s time to #LetCAVote and put #cabudget revenues to the voters! Californians deserve the chance to weigh in on their own future. #LetCAVote on the Governor’s modest #cabudget revenues!

JUST ADD IT IN…


Here’s the Talking Points…


Now, Take it to Facebook…


Now, Take it to Twitter…


Some next steps for us…

• Pre-tweets – can we send out some common messaging?

• Re-tweets – can we try to retweet when peers send tweets?

• Tweet Days – can we work with our allies?

• Test a Hashtag – #(you name it)


Some next steps for you…

• Keep listening – and then listen more

• Try stuff – tweet, see if anyone retweets & learn

• Use a tool – to help manage the data flow


Your Homework

1. Sign up for Twitter2. Follow 5 new people/day for 7

days (@dcstpaul, @Kanter, @healthaccess, @HHSNetworkCA)

3. Watch twitter for 5 minutes each day (weekends too!)

4. Learn 5 new things while watching (from banal to critical)

5. Find one new person out there – you didn’t already know – that may be a resource to you

6. Send one tweet that “only you” could send

7. Use Hashtag #CABudget



[email protected]


Social Media Efforts Peer Learning

My E-Patient Twitter Success Story

When I arrived at the Mayo Clinic in Rochester, Minnesota a few weeks ago, I was asked: "Who referred you to us?" My answer was…"Twitter."

Twitter leads to diagnosis and treatment:The Story of Erin Turner


1. Mother reads story USA Today re: wrist pain2. Tells daughter about news story3. Daughter participates in #wristpain

tweet chat hosted by Mayo Clinic4. Talks with same doctor from news story

and reviews Mayo site for information5. Makes appointment with doc6. Diagnosis made, surgery within 24 hrs7. Blog post about experience, which

further spreads information…

Twitter leads to diagnosis and treatment The Story of Erin Turner

Dr. Richard Berger


New Media

Success64HHS Network CA --- Twitter for Us

http://www.youtube.com/watch?v=1tWmfRSGoMc

RESULTS:Hospital Helps Someone, gets GREAT PR, demonstrates leadership & experience


“It Gets Better” – Putting the tools to workCandorTimelinessEase of access


LIST BUILDING

Story Telling


My California Story.org

Story Telling 69HHS Network CA --- Twitter for Us

Using Video – Educating (through humor)

www.youtube.com/watch?v=ZHRC30ZWGHA


Microtargeting a community

Building your Broadcast Network - Advocacy

Lobby Day 2010 A Tree Falls & Everyone Hears


Building your Broadcast Network - Education


Try Something New on Lots of Platforms for Fundraising 73HHS Network CA --- Twitter for Us

New WaysTo Engage & Build Teams / Community


TwitterCelebrityWebsite Payoff


Piece by Piece….76HHS Network CA --- Twitter for Us


[email protected]


hhsnetworkca --- twitter for us

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