Take it Up a Notch: Communicating for Impact on Twitter

#tweeting4nonprofits

Hashtags, Tweets & Bitlys, oh my!

Part 2: Take it Up a Notch: Communicating for Impact on Twitter


Presenters

Christine SchaeferVP Community & Marketing,

Salsa

Katey ParkerSocial Media Manager,

Media Cause


All the same rules apply

(3) NP Comms

(4) Fundraising

(5) Ladder of Engagement


1. Don’t try to sell yourself in 140 characters, but do tell stories

2. Provide value to the audience 3. Be true to yourself (re: voice) but not at

the expense of being heard

Top 3 Communications Rules for Twitter


1. Don’t try to sell yourself in 140 characters or less


…but do tell stories


2. Provide value to the audience


3. Be true to your voice (and be heard)

…but don’t give speechesat cocktail parties.


1. Demonstrate tangible ROI from donation

2. Communicate an aspirational but realistically achievable goal

3. Asks from Individuals big motivator (power of RT and #ff)

4. Match the “headlines”, branding, etc.

Top 4 Fundraising Rules for Twitter


1. Demonstrate tangible ROI


2. Communicate achievable goal


3. The Power of Friends


4. Match the headlines, etc.

It’s more than just branding – it’s a seamless experience(with higher conversion rates)


1. Again, match the branding, headlines AND call-to-action

2. Segment your audience3. Friends Inspire 33% of the time4. Email is where it’s at5. Follow-up first

Top 5 Engagement Rules for Twitter


Can’t emphasize this enough: • DON’T direct people to a generic page

on your site• The hashtag or theme as headline• Call-to-action – level for Twitter

audience• Think about audience and match it all

to them

Match it all: branding, CTA…!!!!!!


Matching Matters

It’s more than just branding – it’s a seamless experience(with higher conversion rates)



Segment Your Audience

Donated on #GivingTuesday

Signed XYZ Petition

Recurring Donor Social Influencer


Segment Your Audience


Friends Inspire 33% of the Time


Friends Inspire & Spread the Word


Friends Inspire, Spread the Word & Match Headlines


Email is Where It’s At…

Social Email Supporter Love


Don’t Personalize, Individualize

244%e-mail opens

161% click through

330% revenue per

mailing

*Janrain

E-mail segmentation by demographics and interests

Social + Segmentation + Email


Follow-up First: before you tweet

Plan Twitter Campaign

Plan Email Follow-Up

Launch Campaign

Capture Info in DB

Automation Kicks In

Analyze Results


It’s Not About You.

It’s about

them.

Clint Eastwood

“ “


Twitter: A user-centric approach

• The user is at the center of a nonprofit’s communication channels.

• Cultivating your community of users is essential to ultimately seeing value in achieving your end goals.

• Twitter can be much like courting a prospective mate; it takes time to build a relationship

User

Content

Platform

Engagement

Brand


Building an engaged following. Receiving responses, retweets,

mentions, favorites. Being added to lists. Participating in Twitter Chats. Influencing a few hashtags.

NOTE: Real world influence doesn’t always translate into Twitter influence.

Influence on Twitter: What does it mean?

Example: The “Bieber” Effect


STEP 1: Engage

• Respond, retweet, mention and favorite others.

• Start valuable conversations.

• Participate in Twitter Chats.• Include relevant Twitter

handles in tweets, i.e.:

“Check out this great article on food insecurity in @nytimes by @ssstrom”

Twitter: Building Influence

Remember: It’s a two way street.


STEP 2: Reciprocate

• Thank others when they share your content, or follow you.

• Keep track of whose sharing your content, and share theirs when possible.

• Use #FF to give shout outs to people who shared your content or possible partners.





• Zero in on a few content areas related to your organization.

• Use Google Alerts to keep track of timely news articles on your topics, and share often.


STEP 3: Become a valuable news source


Identify and follow those with relationship to organization.(i.e. frequent donors, board members, spokespeople, partner organizations…)

Search hashtags for influential accounts tweeting about topics related to your organization.

Follow journalists/media who write often about your topic area. When sharing their articles, always include their personal twitter handle along with (or instead of) the larger publication.

Twitter: Finding Key Influencers


Twitter: Finding Key Influencers

Ex. #hunger(Resource: Keyhole.co)

Use tools like Keyhole, Hashtracking or Twtrland to identify influencers around hashtags or keywords relevant to your org’s work


Add influencers to Twitter list.

Organize lists based on topic areas or relationship to your organization.

Observe & engage!

NOTE: Lists are used for reading tweets only. You cannot send or direct a tweet to members of a list.

Twitter: Creating Lists


Hosting Twitter Chats

Twitter chats are an excellent way to build engagement with your supporters and help recruit new advocates, donors and volunteers.


What is a Twitter Chat?

Public conversation around a unique hashtag,which allows users to follower a conversation or participate in it.

Arranged in advance; usually happens at a specific time, with a specific leader or speaker

They can be recurring (weekly, monthly) or happen around an event or big announcement.

Can have a formal agenda or be more of a free-flowing conversation

(Ex. “#Q1: What concerns you most about our food system? #FoodChat”)

Great way to connect with people with similar interests



BEFORE:

Identify your organization’s goals for the chat.

Come prepared. Compile questions, talking points and resources to share.

Create a hashtag that participants can use during the chat, being mindful of character limits.

Spread the word!



DURING:

Respond, retweet, comment – but only as much as you can.

Include some sort of ask or call-to-action.

Link to more resources.

Say thank you.



AFTER:

Follow up, follow up, follow up: follow those who participated and engage with them after the chat.

Summarize in a blog post.

Encourage those who participated to share the blog.


Questions?


Media Cause

@mediacause

[email protected]

www.mediacause.org

Salsa

@salsalabs

[email protected]

Get in Touch with Us.

Thank you!

Technology

Take it Up a Notch: Communicating for Impact on Twitter