TWITTER 101JULIA CAMPBELL

J CAMPBELL SOCIAL MARKETINGWWW.JCSOCIALMARKETING.COM

ADDP Technology Day

June 6, 2013

ABOUT US

J Campbell Social Marketing is a boutique digital marketing firm based in Beverly, MA.

We have worked with nonprofits large and small, both internally as a Development/Marketing Director and externally as a consultant.

We help nonprofits use online tools such as social media, blogs and email marketing, to connect with their supporters.

We offer solutions to your social media problems – through training, support and managed services.

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SOCIAL MEDIA

RULES OF THE ROAD

Social media tools are always changing. (Can’t cross it off the list.)

“Getting on social media” is not a marketing strategy.

Using social media will not compensate for a bad program or service.

The tools are NOT free – they take time, capacity, knowledge, resources.

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THE MOST IMPORTANT RULE OF SOCIAL MEDIA

It’s not about you. It’s about your

audience.

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DECIDING WHAT TOOLS TO USE

Which social networking sites should we be on? It depends.

Should we be using Twitter? It depends.

Hard truth: You get out of social media what you put into it.

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HOW MUCH WORK IS IT?

The actual work of social media: Researching and creating

content. Engaging and participating in

your nonprofit’s online communities.

Monitoring and reporting ROI, making the necessary adjustments.

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TWITTER 101

Let’s Tweet! Use hashtag

#jcsocial @JuliaCSocial

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http://edudemic.com/2012/12/14-twitter-statistics-you-may-not-know/

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2013 ENONPROFIT BENCHMARKS STUDY

Nonprofits experienced significant gains on Twitter and Facebook, with Twitter outperforming Facebook!

Nonprofits in the study saw Twitter growth of 264% in 2013 in comparison to only 46% growth on Facebook.

http://www.e-benchmarksstudy.com

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2013 ENONPROFIT BENCHMARKS STUDY

Despite this, organizations continue to have a greater social media presence on Facebook, which remains the most popular social media platform.

E-mail lists still deliver the largest base of supporters for organizations.

Nonprofits average 149 Facebook fans and 53 Twitter followers for every 1,000 e-mail subscribers.

http://www.e-benchmarksstudy.com

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TWITTER 101

What do we do first? Sign up at www.twitter.com Get the mobile app

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TWITTER 101

Add a photo to your bio Write a creative bio –

think keywords. Add your website and other Twitter

handles. You have the real estate, use it! Pro Tip: Invest in a custom Twitter

background and cover photo.

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TWITTER 101

Hashtag Any word beginning

with the # sign. People use hashtags

organize conversations around a specific topic.

Clicking on a hashtag takes you to search results for that term.

Great for events, specific products, timely announcements

#thankfulthursday

#trt #ff #followfriday #nonprofit #giving #nptech #sm4np

https://business.twitter.com/start-tweeting

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TWITTER 101

TY to @nonprofitorgs for the RT!

MT (moderated tweet)

RT Via @nytimes Clicking on the

@mention leads you to the person’s Twitter profile

Mention A public tweet

directed to another user that includes their @username.

Mentions are clickable and link back to the mentioned individuals profile.

They are collected together in a conversation if you click Reply.

https://business.twitter.com/start-tweeting

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TWITTER 101

Reply A public response to

a Tweet via the reply button.

Replies show up in your home timeline and the timeline of the person to who you are responding to.

You must follow both parties to see this conversation.

When replying, if you want everyone to see it, put a . Or a space in front of the @profile – otherwise only people that follow you and the other person will see it.

https://business.twitter.com/start-tweeting

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TWITTER 101

Bufferapp for scheduling tweets and retweets

Great for building community

Retweet Sharing a Tweet. You can pass along

someone’s Tweet by retweeting it.

Just hit the Retweet button to send the original Tweet as written to all of your followers.

Won’t have your branding/profile pic on it.

https://business.twitter.com/start-tweeting

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ANATOMY OF A TWEET

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GREAT TWEETS Keep it conversational and

informal. Employ wit and humor. Make it shareable. Content has to be worth

reading, clicking and retweeting.

Ask questions. Current events! 120 characters for

maximum retweeting. Ask “Please RT”!

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TWITTER 101

Let’s learn how to: Get followers Find people to follow Follow someone Report spam/block someone FAQ: Should you follow everyone who

follows you? No. The only way to get followers on Twitter

is to follow people. Lots of them.

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TWITTER 101

Let’s learn how to: “Favorite” a tweet to

easily find later Monitor when people

mention you (Connect)

Check and answer your direct messages

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TWITTER 101

Let’s learn how to: Insert a hashtag Monitor hashtags related

to your industry Participate in a TweetChat Monitor trends Search within Twitter

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TWITTER 101

Let’s learn how to: Use Twitter lists to manage the chaos Monitor trends

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TWITTER 101

How often to tweet? It depends! 80/20 rule 80% of value to your clients and

customers 20% directly related to you Retweet, @Mention, Acknowledge ALWAYS be sharing relevant, valuable,

pertinent, up-to-the-minute information!

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WHAT TO TWEET?

Sign up for freeGoogle Alerts

Alltop.com Technorati.com LinkedIn News Statistics Quotes Photos – (how to add a photo to a tweet) Retweet often

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TWITTER 101

Time-saving tools Tweetdeck Hootsuite Buffer

(bufferapp.com) There are

hundreds of these tools!

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PRO TIPS

If you type in the @mention, only people that follow you AND that person will see it. Add a period or a space before if you want it to go out to everyone.

Ask for RTs – Please RT! Do not connect Twitter to all other

accounts – hashtags are meant for Twitter, Instagram and Pinterest (maybe Facebook in the future, but not now)

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PRO TIPS Keep tweets short

and sweet. There is no “magical” length, but a report by

Buddy Media revealed that tweets shorter than 100 characters get a 17% higher engagement rate.

Tweets with photos get twice the response. Tweet with videos (YouTube, Vimeo) get

increased engagement. https://business.twitter.com/photos-videos-c

ontent

(Buddy Media, 6/26/12, “Strategies for Effective Tweeting: A Statistical

Review”)

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PRO TIPS

Participate in trends, but do it authentically.

In other words, don’t just hashtag everything #bieberfever.

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HOW NONPROFITS USE TWITTER

https://twitter.com/mashable/non-profits

http://topnonprofits.com/lists/top-nonprofits-on-twitter/

@TwitterGood #twitter4good http://www.npengage.com/social-med

ia/20-tips-for-nonprofits-using-twitter/

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CRISIS MANAGEMENT!

An actual tweet accidentally sent via @RedCross:

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Red Cross response:

#gettngslizzerd was a Trending Topic (meaning it was popular on Twitter)

#techdaycamp @skullsflying

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Dogfish Head Brewery response:

The Red Cross set up a designated page in connection with Dogfish encouraging people to donate a pint and use the hashtag to spread the word.

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THE ONLY WAY TO SUCCEED…

Be present. Be relevant. Be active. Be engaging. Be timely. Have fun!

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QUESTIONS?

Email me: julia@jcsocialmarketing.com

Find the slides at my website:www.jcsocialmarketing.com

Like me on Facebook:www.facebook.com/jcsocialmarketing

Thank you!