The document summarizes a presentation about effectively using Twitter for nonprofits. It discusses engaging followers through strategies like participating in Twitter chats, adding value with shared content, and focusing on a 1:7 ratio of broadcasting to engaging. Tools are presented to help with influence, scheduling tweets, finding past tweets, creating lists, and researching other users. The overall message is that nonprofits should use Twitter to engage stakeholders, crowdsource, fundraise, and add value through participatory practices.

1. Understanding the Twitter Rule: Using Twitter Effectively for Your Nonprofit Organization Presented by Debra Askanase, Community Organizer 2.0 http://www.flickr.com/photos/thecampbells/5042764163/

2. About the Presenter Debra Askanase, MBA Former executive director, program manager, community organizer. Social media strategy consultant. Currently Community Engagement Manager at FirstGiving.com. Presents and blogs about the intersection of technology, social media, and NGOs. Blog and speaking: www.communityorganizer20.com Twitter: @askdebra “It’s all about the strategy”

3. Today’s Agenda Social media and engagement Theories of engagement Understanding @tweets The Twitter Rule Twitter avatars Engaging Practices Twitter Influence Tools http://www.flickr.com/photos/thecampbells/5042764163/

4. The Social Media Funnel

5. Effects of Nonprofit Social Media Efforts Opportunity to learn about new issues – 85% Another way to support a favorite cause – 80% Used some form of online media to support a cause – 60% Advocate for a cause (forward messages)- 36% Personal behavior change – 34% Purchasing cause-related products – 23% Source: 2009 Cone Consumer New Media Study: http://www.coneinc.com/content2615

6. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

7. Using Social Media to Meet Nonprofit Goals http://idealware.org/sm_survey/

8. Engagement Theory http://www.flickr.com/photos/7855449@N02/2780458538/sizes/m/in/photostream/

9. Participation Inequality* * Increase engagement to break the rule Source: Jakob Nielsen http://www.useit.com/alertbox/participation_inequality.html

10. http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

11. Ladder of Engagement Happy Bystanders Spreaders Donors Evangelists Instigators The Networked Nonprofit by Allison Fine and Beth Kanter (p.68) http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

12. Mastering the tweet http://www.slideshare.net/joshuabaer/twitter-replies-who-really-sees-the-tweet-you-just-sent Photo: http://www.flickr.com/photos/thecampbells/5042764163/

13. All @biztechday’s followers will see this tweet plus@sue_anne only and @biztechday only see it

14. Only people who follow BOTH @sue_anne and @MSchechter

15. All of @GautamGhosh’s followers, plus @sue_anne and @askdebra and @mashable

17. The Twitter Rule Minimal Broadcasting, Focus on Engaging 1:7 broadcasting to engaging http://www.flickr.com/photos/thecampbells/5042764163/

18. How? Be a real human, in front or behind the avatar Create real relationships Give more than you talk about yourself Think about with whom you want to talk Know what you want to talk about *Bonus: customize your twitter background! http://mashable.com/2010/10/06/new-twitter-background-customize/

19. Twitter Participants and Features Appeals to those who want to feel most up-to-date, in the know. Want to connect to real people and be part of a tribe. Participants @messages, DM, hashtags Tiny URL, personal touch, Twitter #chats, tag, twitpics, lists, petitions, oneforty.com (apps) Features

20. In Front of Or Behind the Avatar? Who will be tweeting? For what organization? How will you mash them up?

21. You = Your Organization

27. Your Organization = You

29. Your Organization Includes You

31. Your Organization Only

33. Engaging Practices Real interactions: personal engagement Value-added content Participate in Twitter Chats RTs, h/t, tweet others’ content Be yourself, not the brand Ask questions (crowdsourcing) Create lists Shout-outs such as #FF, #WW (Woof Wednesday), #charitytuesday Offer congratulations and encouragement

34. Twitter Etiquette Always give credit! It’s ok to barge into conversations Introduce yourself in a Twitter chat Thank people constantly Be yourself, not the brand It’s ok to ask questions (encouraged) Do not RT something w/o reading it first Do not tweet as if you found the article first …if you did not

35. Using Twitter Find new stakeholders Twitter chats Add VALUE Crowdsource Research Fundraise Remember 1:7 broadcasting to engaging http://www.flickr.com/photos/thecampbells/5042764163/

36. Ideas that will add Value!

37. Awesome Participatory Practices http://www.flickr.com/photos/intersectionconsulting/3469011212/sizes/o/in/photostream/

40. http://tweetsgiving.epicchange.org/twitterkids/ What is more personal than the Twitter Kids tweeting?

41. Born2fly.org Twitterthon 2010 Screen shot taken on 10/10/10 early in the day. More info: http://dianascimone.typepad.com/diana_scimone/

42. Tweetsgiving 2009

43. Twitter Insights: @ and @’s network

44. Twitter Insights: @ and @’s network

45. Twitter Insights: @ and @’s network

46. Twitter Tools (Resources) Influence and usage metrics: Twitalyzer.com Schedule tweets, track @mentions, autofollow: socialoomph.com/ User Interfaces: TweetDeck.com, hootsuite.com, cotweet.com Finding tweets older than 10 days: http://snapbird.org/ Lists: wefollow.com , twellow.com, listorious.com Nonprofit twitter list: http://twitterpacks.pbworks.com/Non-Profits (a wiki) Researching when people tweet, who they talk to: http://xefer.com/twitter/ Following twitter chats in real time: http://tweetchat.com/ Schedule and list of all twitter chats: https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0 Notifies you when your website/blog is tweeted w/o mentioning you: http://backtweets.com/ Twitter search: twazzup.com, search.twitter.com Posting photos: twitpic.com Twitter applications: oneforty.com Twitter petitions: actly.com

47. THANK YOU! Debra Askanase, Community Engagement Manager FirstGiving.com debra@communityorganizer20.com www.communityorganizer20.com Twitter: @askdebra skype:askdebra