http://www.flickr.com/photos/thecampbells/5042764163/

Understanding the Twitter Rule:

Using Twitter Effectively for Your

Nonprofit Organization

Presented by Debra Askanase, Community Organizer 2.0

About the Presenter

“It’s all about the strategy”

Debra Askanase, MBAFormer executive director, program manager, community organizer. Social media strategy consultant.

Currently Community Engagement Manager at FirstGiving.com.

Presents and blogs about the intersection of technology, social media, and NGOs.

Blog and speaking: www.communityorganizer20.com

Twitter: @askdebra

http://www.flickr.com/photos/thecampbells/5042764163/

Social media and engagementTheories of engagementUnderstanding @tweets

The Twitter RuleTwitter avatars

Engaging PracticesTwitter Influence

Tools

Today’s Agenda

The Social Media Funnel

Effects of Nonprofit Social Media Efforts

Opportunity to learn about new issues – 85%Another way to support a favorite cause – 80%Used some form of online media to support a

cause – 60%Advocate for a cause (forward messages)- 36%Personal behavior change – 34%Purchasing cause-related products – 23%

Source: 2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615

Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

Engagement Theory

http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/

Participation Inequality** Increase engagement to break the rule

Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html

http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

Ladder of Engagement

Happy BystandersSpreadersDonorsEvangelistsInstigators

The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)

http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

Photo: http://www.flickr.com/photos/thecampbells/5042764163/

Mastering the tweet

http://www.slideshare.net/joshuabaer/twitter-replies-who-really-sees-the-tweet-you-just-sent

All @biztechday’s followers will see this tweet

plus@sue_anne only and @biztechday only see it

Only people who follow BOTH @sue_anne and @MSchechter

All of @GautamGhosh’s followers, plus @sue_anne and @askdebra and @mashable

http://www.flickr.com/photos/thecampbells/5042764163/

1:7 broadcasting to engaging

Minimal Broadcasting,

Focus on Engaging

The Twitter Rule

How?

Be a real human, in front or behind the avatar

Create real relationships

Give more than you talk about yourself

Think about with whom you want to talk

Know what you want to talk about

*Bonus: customize your twitter background!http://mashable.com/2010/10/06/new-twitter-background-customize/

Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe.

Twitter Participants and Features

@messages, DM, hashtagsTiny URL, personal touch, Twitter #chats, tag, twitpics, lists, petitions, oneforty.com (apps)

Participants

Features

In Front of Or Behind the Avatar?

Who will be tweeting?

For what organization?

How will you mash them up?

You = Your Organization

Your Organization = You

Your Organization Includes You

Your Organization Only

Real interactions: personal engagementValue-added contentParticipate in Twitter Chats RTs, h/t, tweet others’ contentBe yourself, not the brandAsk questions (crowdsourcing)Create listsShout-outs such as #FF, #WW (Woof Wednesday), #charitytuesdayOffer congratulations and encouragement

Engaging Practices

Always give credit!It’s ok to barge into conversations

Introduce yourself in a Twitter chatThank people constantly

Be yourself, not the brandIt’s ok to ask questions (encouraged)

Do not RT something w/o reading it firstDo not tweet as if you found the article first

…if you did not

Twitter Etiquette

http://www.flickr.com/photos/thecampbells/5042764163/

Remember 1:7 broadcasting to engaging

Find new stakeholdersTwitter chatsAdd VALUE

Crowdsource Research

Fundraise

Using Twitter

Ideas that will add Value!

Awesome Participatory Practices

http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/

What is more personal than the Twitter Kids tweeting?

http://tweetsgiving.epicchange.org/twitterkids/

Screen shot taken on 10/10/10 early in the day.

More info: http://dianascimone.typepad.com/diana_scimone/

Born2fly.org Twitterthon 2010

Tweetsgiving 2009

Twitter Insights: @ and @’s network

Twitter Insights: @ and @’s network

Twitter Insights: @ and @’s network

Twitter Tools (Resources)

Influence and usage metrics: Twitalyzer.comSchedule tweets, track @mentions, autofollow: socialoomph.com/User Interfaces: TweetDeck.com, hootsuite.com, cotweet.comFinding tweets older than 10 days: http://snapbird.org/Lists: wefollow.com , twellow.com, listorious.comNonprofit twitter list: http://twitterpacks.pbworks.com/Non-Profits (a wiki)Researching when people tweet, who they talk to: http://xefer.com/twitter/Following twitter chats in real time: http://tweetchat.com/Schedule and list of all twitter chats: https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0Notifies you when your website/blog is tweeted w/o mentioning you: http://backtweets.com/Twitter search: twazzup.com, search.twitter.comPosting photos: twitpic.comTwitter applications: oneforty.comTwitter petitions: actly.com

Debra Askanase, Community Engagement ManagerFirstGiving.com

debra@communityorganizer20.comwww.communityorganizer20.comTwitter: @askdebraskype: askdebra

THANK YOU!