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Online engagement leads to action, and that’s what every organization wants from social media usage. Take your Facebook and Twitter engagement to the next level as we discuss proven tactics for increasing engagement. We’ll talk about the latest research that reveals when and how often to tweet and post Facebook status updates, what type of tweets and updates are most shared and commented on, who tweets, and why people share online. We’ll also discuss many real-life, specific engagement tactics from nonprofit organizations, including why these tactics were successful and how you can replicate them.
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Sponsored by:A Service
Of:
Bootstrapping Your Social Media Engagement
Debra Askanase
November 2, 2011
Sponsored by:A Service
Of:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
info@synthesispartnership.com
INTEGRATED PLANNING
Sponsored by:A Service
Of:
Affordable collaborative data
management in the cloud.
Sponsored by:A Service
Of:
Today’s Speaker
Debra AskanaseFounder and Engagement Strategist,
Community Organizer 2.0
Hosting:
Sam Frank, Synthesis PartnershipAssisting with chat questions:
April Hunt, Nonprofit Webinars
Presented by Debra Askanase, Engagement Strategist
Bootstrapping Your Social Media Engagement
It’s all about engagement
Bootstrapping Twitter
engagement
Bootstrapping Facebook
engagement
It’s all about engagement
Think about the conversation
The social media funnelSo
cial
Med
ia Engage Cre
ates Trust
Mo
ve t
o
Action
It’s about RELATIONSHIPS, not
broadcasting
Facebook is about the conversation and value-added content,
not broadcasting
Value-added contentRegular programming
Participation entry pathsReal interactions: personal engagement
hhh
Conversation startersOpen-ended questions
Engaging Practices
Why people share online: motivations
http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
1. To bring valuable and entertaining content to others
2. To define ourselves to others3. To grow and nourish our relationships4. Self-fulfillment5. To get the word out about causes and/or
brands
Tips for getting your content shared
http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
1. Appeal to motivation to connect with others, not the organization
2. Keep messages simple3. Appeal to personal reasons for sharing4. Embrace a sense of urgency5. Understand why they follow you
Understand the Ladder of Engagement
Happy BystandersSpreadersDonorsEvangelistsInstigators
The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
Questions to Get You Started
1. Why are people interested in your organization or cause?
2. What content creates conversation?3. What content could create community?4. What can the community create for your
content? (Collaborate and empower)5. What content or ideas can you open up?6. What added value can your content offer?7. What does the medium dictate?
Bootstrapping Twitter engagement
Research and Examples
Know what the conversation is about
http://www.flickr.com/photos/89888346@N00/179760033/
Create a content calendar
Daily content: Within your messaging themes
Special types of tweets on certain days of the week?
Twitter chats you participate in as you, not the org
Regular question of the day, contest, photo of the day, etc. How often?
Can a logo have this kind of conversation?
http://www.flickr.com/photos/57038784@N00/2215481444/
Who would you rather tweet to?
Personalize the official profile
Combine personal/professional profile
Be an avid conversationalist
http://www.flickr.com/photos/moriza/2565606353/
http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
Be genuine
Be honest
Really engage in conversation
Really connecting as an entity means
Invest in developing relationshipsletting individuals shine
60-30-20 Rule
Don’t talk about yourself!
60% retweets30% original content20% your own news
What is that people care about? What is YOUR conversation theme?
When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
When to tweet
http://www.whentotweet.com/
Use hashtags to be in the conversation
http://www.bethkanter.org/hashtags-snowflakes/http://www.companykmedia.com/2011/05/18/30-super-useful-nonprofit-hashtags-twitter-chats-too/
#nonprofit#ff #followfriday#woofwednesday#fundraising#nptech#socent#activsm#advocacy#causes#charitytuesday
Get involved in twitter chats
For a continuously updated list of twitter chats, go to https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en_US#gid=0
#nptalk#ynpnchat#fundchat#smNPchat#vivanistachat#socentchat#cmgrchat
Curate your own lists (private and public)
Tweetathon: • 258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that week
Used with permission from USA for UNHCR
USA for UNHCR #bluekey Tweetathon
Twitter tools that rock
Twitter tools that rock
Twitter tools that rock
Bootstrapping Facebook Engagement
View your slides from anywhere!
When to post to Facebook
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
When to post to Facebook
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
ROE of Facebook posting frequency
http://www.emarketer.com/Article.aspx?R=1008328
Research: engaging through posts
• Post a question and ask for a response. It works!
• Fans are happier engaging in contests with the words “winning” and “events” than the words “contest” or “promotion.”
• Asking a question at the end of a post drives engagement
• “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions
Research: engaging through posts
http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
On average, Facebook Pages that show posts via a third party app such as HootSuite or TweetDeck, as opposed to linking the old fashioned manual way, receive 70% fewer likes and comments
Autoposting hurts your page
Third parties don’t pull images, either
http://socialmediatoday.com/steve-olenski/361639/facebook-autoposting-social-media-no-no
http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
Content calendar: community question
Own the conversation: youth business
Cross-post with strategic partners
Welcome them strategically
Give them unique content, thematically
Unique offers only found on the Facebook Page!
• Send personal messages through FB to fans that post and thank them
• Post messages from your organization on their Facebook Pages
• Create groups
• Don’t be afraid to become FB friends with some of your best fans
• Always be commenting – answer every one
Engage with personal touches
Resources
Twitter and Facebook resources:http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits-using-twitter/http://www.socialbrite.org/2011/09/26/8-nonprofit-twitter-superstars/http://tweepi.com/blog/2011/09/10-valuable-tips-for-ngos-on-twitter/http://mashable.com/2011/10/28/best-time-to-tweet/http://www.socialbrite.org/2011/10/10/top-tools-to-measure-performance-influence-on-twitter/http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-onlinehttp://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
Debra AskanaseEngagement Strategist
debra@communityorganizer20.comTwitter: @askdebra
Linkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra
Thank you
Feel free to stay in touch!
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