Introduction to Twitter and Instagram for businesses and nonprofits. 2014

2. Ps. That’s about 3.5 billion people.

3. TWITTER

4. Twttr – what is it?
• Launched in 2006, valued at over
$11 billion, over 2000 Twitter
employees
• Real-time information network
where people can discover, share
and connect with businesses and
people around the world.

5. Twitter by the Numbers
Impressive stats
• 302 million monthly active users
• 170 minutes spent on Twitter on average per month
• 46% use it at least once per day
• 66.1 million Twitter users in US alone by 2018
• 500 million tweets per day

6. Most Popular User of All Time

7. Most Popular Tweet of All Time

8. Say What?

9. Say What?

10. Say What?

11. Say What?

12. How to speak Twitter
A Tweet is a message posted on Twitter,
consisting of 140 characters or less. It can contain
text, photos, links and videos. It’s important to
note that whenever you include any of these
things they will be counted as a link and
automatically take up to 22 characters.
A vocabulary lesson
Click ‘reply’ to respond to a Tweet.
Replying to a Tweet is a nice way to
build relationships with your followers
and join in conversations.

13. How to speak Twitter
A Retweet is where you choose to take a
Tweet from someone else and Tweet it to
your own followers. You can either do this
directly with the Retweet button or you can
use the Quote Tweet button to add your own
message to the original Tweet.
A vocabulary lesson
Favoriting something is a great
way of acknowledging or showing
your appreciation for a Tweet. It
can also be useful to use as a
bookmarking tool if you want to
easily find a Tweet again.

14. A vocabulary lesson
How to speak Twitter
A hashtag is any word, or phrase without spaces, beginning with the # symbol. People use
hashtags to organize conversations and make it easier to find all content related to a given
topic. Click on a hashtag to go directly to the search results for that term.
Bring a Tweet to another person’s attention by including their @username in your
message. You could use it to ask someone a question, to thank them or simply to highlight
a piece of content.

15. How to Tweet
Please Do!
• Keep posts short – 100 characters is ideal
• Market yourself – 20% of the time
• Tweet on the weekends – engagement is 17%
higher
• Tweet in the afternoon (12-4pm)
• Integrate into your website & SM
• Post pictures
• Include links early
• Create Twitter lists to organize content

16. How Not to Tweet
Please Don’t!
• Use hashtags that don’t apply to you (or use too many)
• Automate from Instagram and/or Facebook – doesn’t translate
well
• Follow everyone who follows you
• Only broadcast your messages
• Cross streams
• Use too many acronyms in an effort to be concise
• Speak in marketingese

17. Who Has a Question?

18. Isn’t Twitter just for young people?
A:
Twitter is highly saturated with media, best way to share news. Grandparents are the fastest
growing demographic.

19. Is Twitter important for my brand?
A:
• Increases referral traffic
• Builds brand recognition and exposure
• Professional and industry networking
• Enhances the ability to build a global audience

20. How do I get more followers?
A:
• Add value
• Engage
• Retweet others
• Follow others wisely
• Optimize your page for search

21. Where do you find time to Tweet?
A:
Schedule original content and Retweets, engage in real-time.

22. Where do you find time to Tweet?

23. How do I get Retweets?
A:
• Produce great content that connects w/ your audience
• Place RT button on website
• Utilize hashtags
• Ask!
• Be a retweeter yourself
• Keep copy to 120 or less

24. Can I make money from Twitter?
A:
• Not directly – but it can help drive fundraising and visits
• Invaluable for sourcing leads
• Search for tweets looking for recommendations
• Host chats/parties

25. Profile should include:
• Professional profile photo
• Branded header image
• Geographic location (especially important for local
business)
• Website link
• Use keywords in your bio so you’ll be found with
keyword searches

26. Page Setup
Judge a page by its header

27. Who Should I Follow
and how do I find them?

28. Who Should I Follow?
• Quality over quantity in this
sense
• Influencers and whoever
they’re following
• Use Twitter search and Twello
to find users by category

29. Leading nonprofit Tweeps

30. Leading nonprofit Tweeps

31. Leading nonprofit Tweeps

32. Let’s chat about Twitter
Twitter chats
A pre-arranged “meeting” where like-minded people get together and discuss a topic.
Moderator, set of questions to guide the chat along.
#assnchat – for associations, 2 p.m. ET Tuesdays
#commbuild – community building, 1p.m. ET Tuesdays
#fundchat – fundraising, noon ET Wednesdays
#grantchat – noon ET Tuesdays
#m4np – mobile for nonprofits, fourth Monday of the month at 1 p.m. ET
#sm4np – social media for nonprofits, second Friday of the month at 1 p.m. ET

33. Pay for Play the Twitter Way
Twitter Advertising

34. Twitter Cards
Lead generation cards Summary cards

35. Twitter Cards
Photo cards Gallery cards

36. Twitter Cards
App cards Player cards

37. Twitter Cards
Product cards Website cards

38. Metrics Matter
Twitter Analytics

39. Metrics Matter
Twitter Analytics

40. Know Your Followers
Twitter Analytics

41. Know Your Followers
Demographics

42. Know Your Followers
Lifestyle

43. Know Your Followers
Consumer Behavior

44. Know Your Followers
Mobile Footprint

45. INSTAGRAM

46. What is Instagram?
Instagram is a fun & innovative way to share your story through a series of pictures.
Snap a photo with your mobile phone, then choose a filter to transform the image into
a memory by sharing it on your Instagram page.

47. Stats
Impressive stats
• 300 million monthly active users
• 70% of users are from outside US
• 30 billion photos shared to date
• 70 million photos shared per day
• 2.5 billion Likes daily

48. Highest Following

49. Most Liked IG

50. How to speak Insta
Showing someone you like
their photo
A private photo sent to another
Instagram user
A Vocabulary Lesson
A photographic filter users can
apply to their photos

51. How to speak Insta
A Vocabulary Lesson
A series of recent images shared by
people you are following
A word or phrase that is preceded by a
pound sign (#) that organizes Instagram
photos
Someone’s Instagram name
preceded by the @symbol

52. The Do’s of Gramming
Best practices
• Learning to listen
• Creating engaging conversations
• Connect your channels
• Post quality, personable visuals
• Be interesting and genuine
• Host a contest
• Plan your posts
• Post at peak times

53. The Do’s of Gramming
Best practices
• Be consistent
• Offer a unique perspective
• Use hashtags strategically
• Use scheduling tools in moderation
• Never leave a comment behind
• Learn from the Experts – the Instagram Blog
• Be strategic with the one link you’re allowed in your bio

54. The Don’ts of Gramming

55. Advanced Page Settings
Cover photo call-to-action

56. Leading nonprofit IGers

57. Leading nonprofit IGers

58. Leading nonprofit IGers

59. Instagram Search

61. What is a Hashtag?
A hashtag is a keyword(s) preceded by
the number sign (#), that help Twitter
users find messages on a certain topic.

62. Where Did it Come From?
Too many to count (no, we’re not
kidding.)
2015

63. Why Hashtags?
• Allow for highly specific audience targeting
• Want to market to someone who just had a baby? Use #newborn
• Monitor your reputation
• Always have an idea of what people are saying about you – conversations
are going to happen whether or not you’re listening, wouldn’t you rather be
in the know?
• Perform better customer service
• Find and respond to comments, complaints and kudos quickly and
efficiently

64. Why Hashtags?
• Keep an eye on your competition
• Monitor competition and see how they’re interacting with their audience to figure
out how to set yourself apart
• See what’s being said about them
• Hear what’s going on in your industry
• Keep track of what’s happening in your niche or industry to keep up-to-date and
participate in the conversation
• Promote special events, contests or deals
• Facilitate easy sharing and campaign tracking of contest entries and
conversations relating to the campaign

65. Example
•Good Hashtag
Put your kid in a neon yellow shirt and he’ll be much
easier to find. Do a search for all kids in a neon yellow
shirt and that will eliminate a lot of kids to help
narrow your search.
•Bad Hashtag
Put your kid in shorts. Do a search for all kids in
shorts. You’re going to narrow down some, but not a whole
lot.

66. Most common hashtags

67. General nonprofit hashtags
#activism
#fundraising
#nonprofit / #nonprofits
#nptech
#philanthropy
#socialgood
#volunteer / #volunteering

68. Cause-specific hashtags
#preservation
#historic
#artsedchat: arts education
#architecture
#gardens
#museums
#plantations
#history

69. Most overused hashtags