Twitter Fundraising: Holy Grail or Fail Whale?

Transcription

1 Twitter Fundraising: Holy Grail or Fail Whale? John Haydon 1 1

2 Thank you 2 2

3 What we ll be talking about Know how to explain Twitter to your grandmother Master the 4 post types - when and how to use them Twitter vs. and direct mail Twitter campaign management basics How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did? 3 3

4 Q&A at end 4 4

5 Two things before we begin Twitter is not a silver bullet (nothing is, really). You need to have the basics covered (website, donation processing and 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 (more on slide 32). 5 5

6 What we ll be talking about Know how to explain Twitter to your grandmother Master the 4 post types - when and how to use them Twitter vs. and direct mail Twitter campaign management basics How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did? 6 6

7 How To Explain Twitter to Grandma 7 7

8 How to explain Twitter to your Grandmother If technology is clearly understood, execution of your social media strategy is more likely. 8 8

9 How to explain Twitter to your Grandmother IM + B = T Instant Messaging + Blogging = Twitter 9 9

10 Instant Messaging + Blogging Short, quick messages Messages are archived Easy To Use SEO Friendly Private Messaging Public Posts 10 10

11 Yeah, Grandma - lot s of people use Twitter! 86% 11 11

12 How to sign up on Twitter 1. Go to Twitter.com 2. Watch Twitter in Plain English Video 3. Sign up (Name, Bio, , Picture) 4. Invite friends though web service (gmail, yahoo...) 12 12

13 What we ll be talking about Know how to explain Twitter to your grandmother Master the 4 post types - when and how to use them Twitter vs. and direct mail Twitter campaign management basics How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did? 13 13

14 Four Post Types 14 14

15 Four Post Types Plain or Web 1.0 Post Re-Tweet or Good Karma Post Reply Post or Social Post Direct Message or Post 15 15

16 Four Post Types Pro: Clearly communicates that your post is intended for all followers. Very inviting (unless the content is crap). Con: Folks could perceive you as self-centered if the majority of your posts are all one-way (Web 1.0). Plain or Web 1.0 Post Example 16 16

17 Four Post Types Re-Tweet or Good Karma Post Pro: Creates good Karma by forwarding valuable articles to other Twitter users. Huge potential for a great article to be seen by thousands (truly viral). Con: Can 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. Example 17 17

18 Four Post Types Reply Post or Social Post Pro: This post says that your social - you re connecting with others and being helpful. Con: If most of your posts start you could alienate other users. Example 18 18

19 Four Post Types Direct Message or Post Pro: Facilitates a private, more personal conversation between two users. Could lead to developing a new client. Con: Couldn 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). Example 19 19

20 What we ll be talking about Know how to explain Twitter to your grandmother Master the 4 post types - when and how to use them Twitter vs. and direct mail Twitter campaign management basics How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did? 20 20

21 Twitter vs. and direct mail 21 21

22 Twitter... and... Very Cheap Highly targeted High Viral Potential Behavior can be measured Organize Your Base Highly Personalized 22 22

23 Twitter... and... Direct Mail Very Cheap Highly targeted High Viral Potential Tried and True Organize Your Base Highly Consumable 23 23

24 What we ll be talking about Know how to explain Twitter to your grandmother Master the 4 post types - when and how to use them Twitter vs. and direct mail Twitter campaign management basics How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did? 24 24

25 Twitter campaign management basics 25 25

26 Twitter campaign management basics Messaging vs. Connection Giving vs. taking Connector vs. Broadcaster Your avatar - logo or photo? Finding your advocates Campaign tricks & tools Oh, and what s a Hashtag? 26 26

27 Messaging vs. Connecting Twitter is a different animal. Think of it as a community instead of a target and RTs Photo: julien tromeur - Fotolia 27 27

28 Giving vs. taking /11/how-to-get-the-universe-topromote-you-on-twitter/ Photo: julien tromeur - Fotolia 28 The most powerful way to build relationships on Twitter happens to be a well-kept secret known by everyone: Don t keep score Enlightened Self-Interest is simple math: Seven is greater than one. 28

29 Connector vs. Broadcaster accounts Should we be ourselves on Twitter? Photos or logos? Photo: moodboard - Fotolia What about event-based tweeting? Photo: julien tromeur - Fotolia 29 29

30 Connector vs. Broadcaster accounts The collateral damage of high output events: 1. Your current Twitter relationships with may be Vs. 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. Photo: julien tromeur - Fotolia 30 30

31 Your avatar - logo or photo? Who do you party with? Logos or people? When people view a stream of tweets, your avatar (and therefore your tweet) should stand out. - Guy Kawasaki 31 31

32 Finding your advocates Keyword search on Create alerts on tweetscan.com/ Real-time search on tweetgrid.com/ Photo: julien tromeur - Fotolia 32 32

33 Finding your advocates Follow their followers Photo: julien tromeur - Fotolia 33 33

34 Campaign tricks & tools TweetDeck 34 34

35 Campaign tricks & tools 1. #hashtag based events 2. Potent content is key 3. 2nd degree is the goal 4. Tipjoy, Chipin, 12for12k 5. Twitter landing page 35 35

36 Oh, and what s a Hashtag? A Hashtag is a simple way of catagorizing content on Twitter so that users with similar interests can converse about that topic

37 What we ll be talking about Know how to explain Twitter to your grandmother Master the 4 post types - when and how to use them Twitter vs. and direct mail Twitter campaign management basics How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did? 37 37

38 How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did? 38 38

39 Here s what worked 1. Ashton leveraged his celeb status 2. Ashton challenged others 3. Call to action was doable and specific 4. Remarkable event-based marketing 39 39

40 Here s why it worked 1. Twitter s open network allows for viral content 2. Creative and passionate people came forward 3. Actions were simple 4. Direct line of sight between giver and receiver

41 So... Questions? Photo: julien tromeur - Fotolia 41 41

42 Follow me on Twitter at My blog