Post on 17-Dec-2014
description
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Twitter Fundraising:Holy Grail or Fail
Whale?
•John Haydon
•http://twitter.com/johnhaydon
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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. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
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Two things before we begin...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 slide 32).
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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. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
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How To Explain
Twitter to Grandma
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If technology is clearly understood, execution of
your social media strategy is more likely.
How to explain
Twitter to your
Grandmother
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IM + B = TInstant Messaging + Blogging =
How to explain
Twitter to your
Grandmother
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Instant Messaging + Blogging
Short, quick Short, quick messagesmessages
Easy To UseEasy To Use
Messages are archived
Private MessagingPrivate Messaging
SEO Friendly
Public Posts
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Yeah, Grandma - lot’s of people use Twitter!
86%
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1. Go to Twitter.com
2. Watch “Twitter in Plain
English Video”
3. Sign up (Name, Bio, Email,
Picture)
4. Invite friends though web
email service (gmail, yahoo...)
How to sign up on Twitter
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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. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
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Four Post Types
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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
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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
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Four Post Types• 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.
Re-Tweet or “Good Karma”
Post
Example
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Four Post Types
• Pro: This post says that your social - you’re connecting with others and being helpful.
• Con: If most of your posts start with ”@yourfriend“, you could alienate other users.
Reply Post or “Social”
Post
Example
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Four Post Types
• 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).
Direct Message or
“Email” Post
Example
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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. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
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Twitter vs. email and direct mail
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Twitter.... and.... Email
Very CheapVery Cheap
High Viral PotentialHigh Viral Potential
Highly targeted
Organize Your BaseOrganize Your Base
Behavior can be measured
Highly Personalized
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Twitter.... and.... Direct Mail
Very CheapVery Cheap
High Viral PotentialHigh Viral Potential
Highly targeted
Organize Your BaseOrganize Your Base
Tried and True
Highly Consumable
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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. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
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Twitter campaign
management basics
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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?
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Messaging vs. Connecting
•Twitter is a different animal.
•Think of it as a community instead of a “target market”.
•@ and RTs
Photo: julien tromeur - Fotolia
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Giving vs. taking
•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.
http://www.corporatedollar.org/2008/11/how-to-get-the-universe-to-promote-you-on-twitter/
Photo: julien tromeur - Fotolia
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Connector vs. Broadcaster accounts
Should we be ourselves on Twitter?
Photos or logos?
What about event-based tweeting?Photo: moodboard - Fotolia
Photo: julien tromeur - Fotolia
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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.
Vs.
http://www.blogforprofit.com/social-media/combining-broadcaster-and-connector-twitter-accounts/
Photo: julien tromeur - Fotolia
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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
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Finding your advocates
•Keyword search on http://search.twitter.com
•Create alerts on http://tweetbeep.com, http://tweetscan.com/
•Real-time search on http://monitter.com/, http://tweetgrid.com/
Photo: julien tromeur - Fotolia
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Finding your advocates
Follow their followers
Photo: julien tromeur - Fotolia
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Campaign “tricks” & tools
TweetDeck
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Campaign “tricks” & tools1. #hashtag based events
2. Potent content is key
3. 2nd degree is the goal
4. Tipjoy, Chipin, 12for12k
5. Twitter landing page
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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.
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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. email and direct mail
• Twitter campaign management basics
• How can we do what MalariaNoMore.Org, CNN and Ashton Kutcher did?
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How can we do
what
MalariaNoMore.Org,
CNN and Ashton
Kutcher did?
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Here’s what worked1. Ashton leveraged his celeb status
2. Ashton challenged others
3. Call to action was doable and specific
4. “Remarkable” event-based marketing
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Here’s why it worked1. 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.http://www.malarianomore.org/
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So...
Questions?
Photo: julien tromeur - Fotolia
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Follow me on Twitter at
http://twitter.com/johnhaydon
My bloghttp://rockyourweb.com