A presentation for the NNEDV Tech Summit. Focus is tools and strategy for social media community building, publishing and listening.

1. NNDEV Tech Summit 2013
So you can tweet; now what?
Joining conversations, listening & being
generous
Susan Tenby, Director of Online
Community, Social Media &
Partnerships, Caravan Studios: A
division of TechSoup
@SUZBOOP on Twitter/slideshare
@CARAVANSTUDIOS on Twitter

2. GOAL: Creating Community Evangelists
December 2, 2011
Susan Tenby, Director of Online
Community and Social Media
@SUZBOOP on Twitter

3. • Connect with your community to
each other while amplifying the
messages and missions of this
community
• Amplify the message of a variety of
partners
• Document and Showcase
• Curate
• Map & analyze our network
What We Do
We aim to build community
both internally and externally
and weave strong networks
We aim to build community
both internally and externally
and weave strong networks

4. … not necessarily in that order
Twitter
Listening
Sharing
Documenting your process & progress
Serendipitous Community Building
Joining Collaborative Curation Communities
Following examples of experts
Tag Sniffing
AGENDA…
So, let’s talk about you for a minute…

5. TERMS USED, ASSUMING
FAMILIARITY…
• RT = ReTweet
• # = Hashtag
• MT = Modified Tweet
• @ = Reply or addressed to
• HT = Hat tip
• Cc: = carbon copy (hey you!)
• Listening Dashboard = Hootsuite,
Netvibes, Tweetdeck

6. CHOOSE YOUR NAME
CAREFULLY• Twitter name is changeable, but think first
• Choose FB Page name carefully; it becomes permanent
after 100 “likes”
• Your name should be a consistent brand across all
networks
• It shouldn’t be too long, as twitter is only 140 characters
• It should be memorable and not easily
confused/misspelled
• It will become your identity, so be strategic for SEO
reasons
• Pimp your profile page : keywords and cool photo of you

7. Twitter account branding: Think abt
it!
Carefully name your account & fill
out/update your bio with campaign info.
Show people! Think about Keywords
Best Practices Rules:
• 80/20 rule; it’s not all about you
• Post daily; schedule updates
• Don’t be a marketing robot
• Talk with people, not at people
• Vary content: text, video, images
• Don’t auto-link your Facebook
account to your Twitter or your
blog
• Reciprocate, engage, share

8. TWITTER
Share announcements and mentions of youShare announcements and mentions of you
Twilerts
Google alerts
Hootsuite
Join the conversationJoin the conversation
Tweetchats
Hashtags
Amplify/RTAmplify/RT
Find your peepsFind your peeps
Keep it realKeep it real
_______________
2- Way Conversation
Keeps you current
Keeps you as Authority
Feedback Loop
Spread word abt you
COMMUNITY

9. From MS BizSpark Blog:
GOALS
• Have a goal in mind
• Listen for those who align with goal
• Approach and create conversation
about common goals
• Ask questions that create new
understanding about common goals, to
find new values or new goals
• Include others in the creation of content,
mention those who align via social
• Distribute, share and listen again

10. Ten Golden RulesTen Golden Rules, …. (ok, 12
actually)
1. Answer yr @replies @mentions and DMs
2. Tweet Twice a day
3. Follow twitter lists in yr area of interest
4. Search Person name + Google = correct @
name
5. RT things of value
6. Give shout-outs/recos using @mentions
7. Ask questions & Answer questions
8. Join a regular tweetchat
9. Connect @name to others & use #hashtags
10.Try to tweet near 120 to encourage sharing
11.Use trackable Link Shorteners like bit.ly
12. Share personal info, to show humanity

11. USE TWITTER TO JOIN
CONVERSATION & MEET
PEOPLE• Let them know you’re
listening by @mentions
• Listen via lists &
dashboards
• Broaden conversation
via #hashtags
• Always give link to
amplify
• Respond to people
• Follow up, post-event
• Find leaders & interact
• When possible, meet in
… PERSON!

12. WHOM DO I FOLLOW?
STRATEGIC FOLLOWER BASE
Start looking at Twitter Lists of your followers
Subscribe to them
Create yr own public lists
Track who subscribes to them… They are yr superfans.

13. Follow accounts that will help you find people like you
1. Look at who’s listed on
the twitter lists
2. Tweet at them.
3. Join tweetchats.
4. Follow them
5. Find influencers,
connect with them,
have them notice you
6. Follow lists & others &
tweet @ them
7. Create lists & tweet abt
them
https://twitter.com/caravanstudios/dv-agencies

14. GET LISTED: TWITTER LISTS

15. Even better if they are
influential! Make it easy
for them (120 chars)

16. What makes this good?
Not overly self-promotional
good balance of pointing to others
balanced tone/ humor
Elegant promotion of work

17. What makes this good?
Engaging lead-in w/question
Sent from hootsuite
NOTE: 9 RT, 7 Faves
Make it a
conversation, not a
sales pitch

19. Why do they suck?

21. Don’t Tweet Like CHERCHER.
• Don’t tweet like Cher
• Don’t make up
#uselesshashtags
• Don’t spam via DM
• Don’t call yourself a
rockstar or guru
• Don’t put an emoticon or
exclamation mark after
every tweet
• Don’t be self-referential in
all your tweets
• Track click-thru using Bit.ly
& do what works
• If yr going to RT something,
READ IT first
• No need to sign yr tweets!

22. KEEP IT OPEN, LIVELY, PERSONAL
• Find your network
• Engage with them
• BE RESPONSIVE
• Keep it fresh
• Exclusive value
• Showcase images well
• Connect by tagging
• Hold campaigns
• Link back to yr blog

23. USING SOCIAL MEDIA TO
CONNECT AND ALSO TO:
•promote themselves and their work by announcing
opportunity for audiences to engage with yr work
•Documenting the inside story: a "virtual studio" via Pinterest
where visitors can see what they are looking at and thinking
about (the images, films, music, etc that informs their
sensibilities and (directly / indirectly) influences their work

24. Don’t be overly
self-promotional
Keep balance of
life,
observations,
responses &
amplification
Clearly drive ppl to yr blog & give them a
way to opt-in/subscribe and share on every
page

25. Turn off location if safety is an issue
• These are default set to OFF

26. • Exclusive content only available via social
• Don’t be overly self-promotional
• Provide “backstage” access experience to you
• Engage with your fans/followers
• Make Sharing easy so your fans can help you spread the word
• Use integrated tools, for a variety of presences on social graph
• Run campaigns and contests
• Don’t auto-feed to a tool
• Provide an easy way to subscribe to your work
• Showcase and document your process and inspiration
• Engage in controversy
• Listen to verticals via hashtags & dashboards
• Be Enchanting, as Guy Kawasaki says.

27. Social: What to do & what NOT to do
• DO find a third party listening dashboard tool that
you like such as NetVibes
• DO subscribe to Alerts about relevant topics
• DO tag strategically, redundantly across many
channels
• DO track your progress using social analytics tools
that help you track success
• Don’t delete or Ignore negative feedback, address it
• Don’t use your friends and followers for their
networks
• Don’t only broadcast about your org, share stories &
respond
• Don’t be a control freak: guide conversations
• Don’t just expect someone will run your SM
channels, designate someone!

28. Now it’s time to talk TOOLS

29. How can you tell if they’re clicking?
Bit.ly
• Bit.ly
Customize, re-use & track

30. ListeningListening:
While your top-down strategy is creating
awareness, the content and conversation
help people make decisions together. You
need to hear those conversations.
Market yourself as a brand. Pick a
short/consistent username -- Don’t forget
your brand permutations
Make yr brand a hashtag (for ex #CHEN)
1. Find APPROPRIATE HASHTAGS
2. Set in your account info
3. Monitor lists
4. Engage in the channels

31. Commun.it vs. Social Bro

32. Social Bro

33. All this
plus you
can
search
your
follower
base!

34. Use TAGS to serendipitously search for your peeps
• Look for others using a tag you choose
• Find what else those people bookmarked
• Find other relevant tags
• Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)
• Share your resources via social media
• If you’re listening, you can learn new tags on twitter & search other networks
too

35. Hashtags?
#DV #DomesticViolence #violence
#VAW #techsummit13
Research and find tags from
many communities related
to your field
Participate in conversations
that help you engage new
audiences and strengthen
your authority positions
Use tags to organize
Information & grow diverse
conversations
http://twubs.com/
http://wthashtag.com/

36. OPTIMIZING SHARING IS THE
POINT!• Configure Tweetthis module to @mention yr org, not the tool’s name
• Create a list of friendly tweeters to DM & help u spread word
• Use hashtags to broaden yr audience
• You can tag people, places, and pages in anything you share. You can
also tag people in the text of FB posts or comments by using the @
symbol before typing
• Make Facebook sharing easy and configurable for yr fans
• Social sharing not only after purchase, but also by anyone
• Spend time; look at how each share is displayed in each network
• Use local language of each tool (no tweet-speak on FB)
• Make tweets/URL short enough to have others RT and MT

37. A few good
Dashboards:
Use for listening,
NOT Broadcasting

38. Hootsuite
Pros:
•Good for listening, include tags, common misspellings, lists/groups
•Allows us to follow multiple streams across many social media sites, creating
specialized campaign and search tabs for various projects, events and
organizations
•Paid version gives downloadable reports for ROI information
Cons:
• Free version won’t allow for multiple accounts or multiple users

39. TWEETDECK
Pros:
•Very easy to start on
•Chrome Browser Extension
•Free version is enough
Cons:
• Not as good for listening to tags

41. Combine images, YouTube,
Tweets into a publishable story

42. Curate, Point to others, Save bookmarks & Sha
• Don’t ever be afraid of
having nothing to say:
you can always Curate!
• Delicious & Packrati.us
• Use Scoop.It to help you
find topical, relevant,
reusable content
• Share it and content
from others
• When in doubt, ReTweet
and be generous with
@replies

43. Find your own secret sauce
• Make sure you are actually IN all the
channels you choose
• Don’t auto-feed into them
• Embed complementary tools

44. Create your own combination
• Figure out what your needs are, use a combination of tools
• Don’t forget about mobile tweeting (Tweetdeck for multiple accounts,
channels mobile interface)
• Many mobile clients have pic uploader installed in the app
• Figure out a workflow that isn’t confusing to avoid Freudian tweetsFreudian tweets
• When you don’t have anything to say: Curate, ReTweet, reply to
conversations using hashtags and Share widely
• Think more about RETWEETS & amplification than followers

45. Who’s talking about you & what hashtags & FOLLOW!

47. Collaboration via community
curationMake your work easy to
share
See who favorites/shares
Find and follow them
They are yr network

48. Timing and Investment Needed
Blogs: 1-4 hours per post
Twitter: 5-30 minutes a day
Facebook: 5-30 minutes a day
LinkedIn: 15-30 minutes, weekly
Listservs: 30 minutes weekly
Other Groups: 30 minutes weekly
Photo Uploads: 15 minutes weekly
Videos: 2-4 hours a week
Curation: 1 hour a week
Total Average Social Media Time:
90 minutes per day
11 hours per week

49. Who has the time? 1. Respond to
@mentions
2. Respond to
DMs
3. RT someone
1. Look for sharable
content
2. Reach out to new
tweeps
3. Answer a question,
amplify it.
1. Search & Follow 5 new ppl in
yr area of interest
2. Invite a tweep to coffee
3. Live-tweet an event
4. Find & use 5 new hashtags
5. Write a blog post & tweet link
6. Join a tweetchat
7. Run a tweetchat!
5 mins
2
0
m
i
n
s
40 mins – 1 hour

50. • Upload a new image to your Facebook fan page and
respond to comments on your page.
• Comment on Facebook pages where you want to be
noticed (e.g. galleries, niche markets, and museums).
• Remember to comment as your page on other pages.
• Add an event or campaign to your page.
• Comment on someone else’s blog.
• Respond to comments on your blog.
• Recommend someone on LinkedIn and leave a
recommendation on a business page on Facebook.
• Send one tweet and retweet two others from your Twitter
stream.
• Find a new hashtag to listen to
• Post-date three tweets using HootSuite or TweetDeck.
• Organize FB photo albums

51. Contact Me.. Really!
http://susantenby.com/
@suzboop
susan@susantenby.com
http://www.slideshare.net/suzboop
http://npsocialmedia101.wikispaces.comnpsocialmedia101.wikispaces.com/