1.Twitter/FacebookBasics & StorytellingEric Melin #EWBUSA2012@SceneStealrEric@EWBUSASunflower@Spiral16

2. Spiral16 OverviewSpiral16 provides a robust software platform withcustomized services for Internet tracking, analysis, andreporting.Spiral16 gives companies the key insights they needfrom the web and social media to make smarterdecisions and gain a competitive edge.11/3/2012#EWBUSA2012 2 3. Nonprofit Opportunity Online fundraising continues togrow with 73% of organizationsraising more in 2011 than 2010 Online giving continues to growfastest for small organizations Advocacy continues to play akey role in online engagement- 2012 Convio Online Marketing Nonprofit Benchmark Index Study11/3/2012#EWBUSA20123 4. Goals on Social MediaIf you havent started a Facebook or Twitter profile foryour nonprofit, chances are your goal is probably verysimple.You want to: Engage people Make connectionsAnd then Leverage followingsfor fundraising and advocacy11/3/2012#EWBUSA2012 4 5. Where Do You Start? 6. Fundamentals of TwitterName Twitter account according to org conventions, butMake it easy to remember.1. Upload a square logo2. Upload an appealingheaderimage thatdoesnt containyour logo.11/3/2012 #EWBUSA2012 6 7. Fundamentals of TwitterBe honest and real.Use your own voice.Stay positive.11/3/2012 #EWBUSA2012 7 8. Fundamentals of TwitterTweet interesting newsfrom across the web.If its not directly relatedto your cause, find away to do that.Know your audienceand the outlying topicstheyd be interested in.11/3/2012 #EWBUSA2012 8 9. Fundamentals of Twitter60% of your contentshould be from othersources.30% should beconversation.10% should be yourown content.When sharing links,remember to @ peopleand give them credit.11/3/2012#EWBUSA20129 10. Fundamentals of TwitterFollow and engagestrategically.Twitter has a greatsuggestion tool now, butyou can also useadvanced search to findpeople talking aboutpertinent subjects.https://twitter.com/search-advanced11/3/2012#EWBUSA201210 11. Fundamentals of TwitterLive-tweet your eventsand others.Meeting people in thereal world and followingthem on Twitter cancement relationships.P.S. Dont protect youraccount!11/3/2012#EWBUSA201211 12. Fundamentals of TwitterSpread out your tweets.Dont do a bunch in a row.Decide a frequency and stick withit.Schedule tweets using free toolslike HootSuite or TweetDeck.11/3/2012 #EWBUSA2012 12 13. Support others andtheyll support you.RespondEngageRetweetFollow11/3/201213 14. Support others andtheyll support you.RespondEngageRetweetFollow11/3/201214 15. Fundamentals of TwitterWhat is a retweet and how can I do it? An RT is a simple way to share others content.You can do that manually by placing an RT before somebodys tweet or within the Twitter system.RT within Twitter hit buttonManual RT type RT, copy/paste11/3/2012 #EWBUSA201215 16. Fundamentals of TwitterIf you RT within Twitter, you cant add your owncomment, so I prefer the manual RT method.When adding a comment/question, do it before the RT.11/3/2012#EWBUSA201216 17. Fundamentals of TwitterWhat are hashtags?Think of a hashtag as a livechatroom on a specific subject.Click to discover discussions ontopics youre interested in andfind people to follow who arealso interested in those topics.11/3/2012 #EWBUSA2012 17 18. Fundamentals of Twitter Expand your reach. When you use a hashtag in your tweet, it goes out to anyone following it not just your followers.11/3/2012#EWBUSA2012 18 19. Fundamentals of Twitter Add a Twitter plugin to your website. It promotes your content and encourages follows!11/3/2012#EWBUSA2012 19 20. Fundamentals of Facebook Upload logo as profile photo first, than an eye-catchingphoto for cover.The cover image will have to be larger and hi-res.11/3/2012#EWBUSA2012 20 21. Fundamentals of FacebookSelect a custom URL for your page so its easy for people to find it.http://www.facebook.com/username11/3/2012#EWBUSA201221 22. Fundamentals of FacebookDecide how many administrators from your organizationyou will need and add them.Admins can suggest to friends that they like a page, whichis a great way to get started building an audience.11/3/2012 #EWBUSA2012 22 23. Fundamentals of Facebook Tell your story! You must engage fans and members of your group to like, comment, share.This is the only way your posts will ever be seen by others.Interaction boosts the likelihood that others will see youin their News Feed.To boost engagement, ask questions of your audience and respond to them when they leave comments. Make them feel welcome and supported and theyll keep coming back.11/3/2012 #EWBUSA2012 23 24. Fundamentals of Facebook Use photos and videos! People are more likely to comprehend a message quicklythrough a photo and way more likely to like, comment or share a photo than a link or text-only post. Videos take a bit more investment in time, but they often include images and are also attractive to share.11/3/2012#EWBUSA201224 25. Fundamentals of FacebookCreate FacebookEventsInvite people. Discussthe event.Invited people can seeposts on that page,which may help themmake up their mind.Invite peoplestrategically.Dont spam.25 26. Fundamentals of Facebook Engage other groups/orgs and always tag them (which means like them first). If you want people to spread your content, spread theirs.If your goals are similarly aligned, your supporters willenjoy hearing about other orgs as well.11/3/2012#EWBUSA201226 27. How to Engage? People will forget what you said. People will forget what you did. But people will never forget how you made them feel.- Maya Angelou11/3/2012 #EWBUSA201227 28. Stories Convey Passion11/3/2012 #EWBUSA201228 29. Stories AreInspirationalStories ConnectPeople to Your CauseStories Raise MoreMoney and MoreAwareness11/3/201229 30. Storytelling Tips Nonprofit stories have the unique ability to allow people to feel and want to be a part of something bigger. Think about the stories that surround your mission. Share inspiring stories at meetings. Create an organizational story bank to record them. Be patient. The best stories arent always the ones that jump out at you. Sometimes the real stories are the ones you only notice after interacting with people several times.http://www.socialbrite.org/11/3/2012#EWBUSA2012 30 31. Telling a Story With PicturesMay/June 2012Site AssessmentTrip toGuatemala11/3/2012 #EWBUSA2012 31 32. Challenge: Explaining What We DoWhat works better? This:AboutOur PASSION is to make a difference! Engineers Without Borders-USA: Sunflower State Professionals is a non-profit humanitarianorganization of Kansas professionals established to supportcommunity-driven development programs worldwide.MissionEWB-USA supports community-driven development programsworldwide by collaborating with local partners to design andimplement sustainable engineering projects, while creatingtransformative experiences and responsible leaders.11/3/2012#EWBUSA201232 33. Challenge: Explaining What We Do Or This:11/3/2012#EWBUSA2012 33 34. Reach = # of people who have seen postEngaged Users = # of people who have clicked on postTalking About This = # of people who shared, liked, commentedVirality = % of people who have created a story from postLate April/Early May Daily Averages:Reach: 78Engaged Users: 3.7Talking About This: 1.8Virality: 3.1%11/3/2012 #EWBUSA2012 34 35. Human Interest w/ Captions11/3/2012#EWBUSA201235 36. Tapping Into Curiosity11/3/2012#EWBUSA2012 36 37. How Culture is Different11/3/2012 #EWBUSA201237 38. 11/3/2012 #EWBUSA2012 38 39. Daily Averages for Guatemala Photo Album:Reach: 355 (+277 people)Engaged Users: 116 (+112.3 people)Talking About This: 26 (+24.2 people)Virality: 7.2% (+4.1%)Photos introduce then reinforce the message of the group and humanize both the organization and the Chorti Maya.11/3/2012 #EWBUSA2012 39 40. Before & After Photo Album Stats700Matasano photo album begins600500Daily People Talking About This400Daily Page Engaged Users300Daily Total Reach200Daily Viral Reach10005/2/12 5/7/126/1/12 6/6/124/22/124/27/125/12/125/17/125/22/125/27/126/11/12 11/3/2012#EWBUSA2012 40 41. steps to tell great stories 42. 1. Connect the string of facts to find thestory.2. Push beyond the facts. Tell a simpletruthof your organization and/orhumanity. Get creative.3. Think of the difference you make as a moviewith a beginning, middle and end.4. What is catalytic? What brings peopletogether? - Dan Portnoy, The Non-Profit Narrative11/3/2012#EWBUSA2012 42 43. Effective StorytellingThe Force Volkswagen commercial11/3/2012 #EWBUSA2012 43 44. Using the 4 Steps1. Facts: Passat demo nice house, family, children of the 70s. Benefit: remote start.2. Push beyond the facts: Passat makes people feel goodabout themselves, can create special moments with yourfamily.3. Beginning: Kid with imagination. Middle: Kid struggles tofeed imagination. End: Kid succeeds and is stunned!4. Truth about being human: Imagination rewarded:Moments like this bring people closer together. 11/3/2012 #EWBUSA201244 45. Social Media Case Study Storytelling & Call to ActionThe Goal:The Hurdle: A two-stepWin the contestregistration process & single-to open forvote limit.11/3/2012 #EWBUSA201245 46. Social Media Case Study Storytelling & Call to Action Goal: Get more online votes than the other four bands. Strategy: Mobilize friends and family to spread the word on Facebook/Twitter Assets: Links to our music, blogs on my site, band site Problems: Voters have to register as a FoxFanatic first and confirm through their email. Then they could only vote once. Not easy to explain, too many steps, not easy-to-share instructions. Bottom Line: We needed to tell a story that would resonate enough to make strangers want to register, vote, and share.11/3/2012 #EWBUSA201246 47. 4 Steps1. Facts: The Dead Girls are big KISS fans and would make an excellent opener.2. Push beyond the facts: They are all huge KISSfans, have been since they were kids. Help make adream come true.3. Beginning: 7-year-old kid dresses up as KISS.Middle: KISS inspires him to play music, which hedoes for almost 20 years. End: Give the story ahappy ending.4. Truth about being human: As cheesy as itsounds, you can make a dream come true. 11/3/2012 #EWBUSA201247 48. How to Make Story Resonate?Its a good story, but howdo you tell it?SayingPlease vote for us!With pictures of the bandan mp3s of the musicaint gonnado it.11/3/2012 #EWBUSA201248 49. Visuals Make the StoryEden Prairie, MN at Grannys HouseWe had yet to hear KISSmusic, but I knew themfrom the KISS cards I hadgotten at the grocerystore.So we lip-synced andmimed our "instruments"to the only 45 record Ihad--Glen Campbells"Rhinestone Cowboy."11/3/2012 #EWBUSA2012 49 50. Tapped Into Nostalgiaand Basic Human EmotionsWe knew the SpaceAce, Catman, andDemon, but no onewanted to be Paul Stanleycuz he only had a star onhis face and we didntknow his name (It wasStarchild!).Our cousin Julie had totake his role, it wasdecided, and we calledhis character"Poopyman."11/3/2012 #EWBUSA2012 50 51. Put a Face on the Campaign (Or a Blank Slate Anyone Could Identify With)Placemats fordrums, crayons for sticks,Lite Brite logo:Ready to rock!11/3/2012#EWBUSA201251 52. The Result? Dreams Do Come True /11/3/2012 #EWBUSA201252 53. Eric Melin #EWBUSA2012@SceneStealrEric@EWBUSASunflower@Spiral16