John Haydon was the guest presenter as we covered the "Whys" and the "Hows" of including Twitter in your Social Media Strategy. Topics range from setting expectations to the mechanics and tools to help you reach constituents, both new and existing. If your organization is just embarking on Twitter - this is a must, and if you already have a following - we'll cover topics that help refine your organization’s use of Twitter for social fundraising.

1. Host
Guest Presenter

2. Housekeeping
Questions
We’ll take questions via Twitter
• include the hashtag #givezooks.
• You can direct the question to:
• @johnhaydon or @givezooks
We will answer those questions at the end of the
presentation or throughout the day

3. 10 Steps - Overview
1 Clarify Expectations
Organization Buy-in
2
3
Listen
Learn Lingua Twitter
4
Setup your Profile
5
Basic Communications Methods
6
7 Tools
Conversation
8
9 Connect Impact
10 Measure

4. Clarify Expectations

5. Step 2 - Clarify Expectations
Silver
≠ Bullet
1. Twitter is not a silver bullet (nothing is, really).You need to
have the basics covered (website, donation processing and email
marketing) prior to spending a lot of time with social media.
2. Search for your audience - You need to listen and determine
if your audience is even using Twitter. It may be OK just to monitor
and not Tweet yourself right now. Searching can be done at http://
search.twitter.com (more on this later).

6. Step 2 - Clarify Expectations
Twitter and Conversation
Sharing with friends of @givezooks
on a webinar

7. Step 2 - Clarify Expectations
So...What are you doing?
Creating a conversation on the issue
vs.
Talking about your Nonprofit

8. Step 2 - Clarify Expectations
Twitter and Cultivation
Take your audience on a journey

9. Step 2 - Clarify Expectations
Twitter and Contributions
Educate your audience

10. Organization Buy-In

11. Step 2 - Organization Buy-in
How do we
control these
Not a good idea...
people?
Wait. Not a good idea...
You want to do what? don’t let them

12. Step 2 - Organization Buy-in
Understand the list of Fears
• It’s still too new. It’s just a fad, right?
• Overwhelming, Confusing, too many options
• Fear of transparency, loss of control
• Distraction for employees to participate in social media
• Not right fit for our organization
• Not ready for a new strategy
• Don’t see ROI. Not worth the investment

13. Step 2 - Organization Buy-in
Other Orgs are incorporating it...
80
74.0
60
46.5
40 43.2
32.9
26.1
20
If it is a fad - it’s a big one
0
Facebook YouTube Twitter LinkedIn MySpace
* NTEN Nonprofit Social Network Survey Report 2009

14. Step 2 - Organization Buy-in
Have clear strategy -
What are your goals?
• Build Brand
Refine your messaging overtime by testing out how people react to your posts.
• Get Feedback
Post questions on articles or projects to get the feedback of followers or supporters
• Direct Traffic
Let followers know about , other twitter posts, sites, news or articles that might be of interest. Trade
promotion with other related organizations in your community
• Broadcast News
Provide updates about the organization’s programs, impact, ways to get involved
• Fundraising Promotion

15. Listening and
Monitoring

16. Step 3 - Listening and Monitoring
Monitoring
Gather Information Regarding Keywords

17. Step 3 - Listening and Monitoring
Listening
People want to be heard
People want to Connect
What do people want to talk about?
• Organizational Impact
• Success Stories
• Learn more about organization
• Info on Cause of interest
• Info on Financial Accountability

18. Learn Lingua Twitter

19. Step 4 - Learn Lingua Twitter
Tweet - Is your POST or UPDATE. Up to
140 characters that immediately is broadcast to
your individuals that follow you
Re-Tweet (RT) - A repeat of a tweet
of someone you follow or found that you found
interesting enough to want to share with your
followers. By using the @<profile name> you also
give credit and introduce your followers to
someone else
Reply - A public response to someone.
The ‘@’ (pronounced AT sign) specifies the
person that you are replying to, and provides an
easy link to get to their profile.

20. Step 4 - Learn Lingua Twitter
Direct Message (DM) - If you
want to send someone a private post, just start
your tweet with a D and only they will see it.
They can also reply privately with a DM. You can
only DM a Follower that you Follow
Mention - By using the @<profile name>
you introduce your followers to someone else.
Hashtag - A tag, topic or Key Word.
Always prefaced with a ‘#’ (Hash) Good
#Education #Cancer #Arts #Environment
examples are causes, people you serve,
#Youth #Elderly #Elderly
events or initiatives. Makes it easy to
search. Using hashtags is a great way to find #Volunteer #fundraise #FollowFriday #CharityTuesday
new followers that care about your cause

21. Step 4 - Learn Lingua Twitter
People can ‘follow’ your
tweets - they are called
Follower - Someone who subscribes to ‘followers’
your Twitter Posts or Tweets
But you don’t have to
follow them
Follow back - This is when you Follow
a Follower. You would do this to see their posts
and also so that you can DM them
URL Shortener - With the limitation
of 140 Chars., sites have emerged to help you get TinyURL, bit.ly, Snurl, tr.im, is.gd
the most of your limited space - some have the
added benefit of providing stats.

22. Step 4 - Learn Lingua Twitter
People can ‘follow’ your
tweets - they are called
‘followers’
But you don’t have to
follow them
This is a block of pics of
some of your followers
RSS feed lets you send
content to other sites
(your blog, your site)

23. Setup your Profile

24. Step 5 - Setting up your Profile

25. Step 5 - Setting up your Profile

26. Step 5 - Setting up your Profile
Username: Pick a username that is your actual
name or the as your other usernames. If you
chose something like Funkyboy5454, you’ll be
considered spam as you request to follow others.
If you use your real name, you’ll be treated well.
Background Picture: Create an attractive
background image in photoshop (File
Dimensions:
2048 by 1707 pixels total; Branding Dimensions:
80 pixels by 587). Use the same colors that you
have on your blog or website for marketing
consistency.
If you have many people tweeting on behalf of
your organization, make sure you all have
similar backgrounds

27. Step 5 - Setting up your Profile
Your avatar - logo or photo?
Who do you party with?
Logos or people?
“When people view a stream of
tweets, your avatar (and
therefore your tweet) should
stand out.” - Guy Kawasaki

28. Suggestions on how to organize...
Organization
Profile This allows you to:
• Listen to supporters
Follow
• Direct Message supporters
Staff
Thought
• Easily Forward relevant
Leaders tweets of staff to followers
Supporters
• Learn from sector leaders

29. Step 5 - Setting up your Profile
Connector vs. Broadcaster accounts
The collateral damage of “high output”
events:
1. Your current Twitter relationships with may be
turned off by sudden broadcasting.
2. Users that find you in a search may choose not to
follow you if they see a high amount of broadcast posts.
3. Any new connections won’t won’t get the attention
they deserve.
http://www.blogforprofit.com/social-media/combining-
broadcaster-and-connector-twitter-accounts/

30. Basic Communication
Methods

31. Step 6 - Basic Communication Methods
Four Post Types
• Plain or “Web 1.0″ Post
• Re-Tweet or “Good Karma” Post
• Reply Post or “Social” Post
• Direct Message or “Email” Post

32. Step 6 - Basic Communication Methods
Plain or “Web 1.0” Post
Pro Con
Clearly communicates that Folks could perceive you
your post is intended for all as self-centered if the
followers. Very inviting majority of your posts are
(unless the content is crap). all one-way (Web 1.0).

33. Step 6 - Basic Communication Methods
Re-Tweet or “Good Karma” Post
Pro Con
Creates good Karma by Can create a Karmic drain if
forwarding valuable articles to you do this a lot. Asking
other Twitter users. Huge someone to re-post something
potential for a great article to be to their followers is asking
seen by thousands (truly viral). them a big favor.

34. Step 6 - Basic Communication Methods
Reply Post or “Social” Post
Pro Con
This post says that your If most of your posts start
social - you’re connecting with ”@yourfriend“, you
with others and being could alienate other users.
helpful.

35. Step 6 - Basic Communication Methods
Direct Message or “Email” Post
Pro Con
Couldn’t think of a con for this
Facilitates a private, more
one - I’m a big believer in one-
personal conversation between
on-one communication (more
two users. Could lead to
than 70% of my posts are via
developing a new client.
direct message).

36. Tools

37. Finding Supporters
Who is interested in your cause locally
1
Go to Nearby Tweets
http://nearbytweets.com/
2 Keyword search for your
causes, people you serve
or initiatives
3 Follow local people that
care about your cause

38. Step 7 - Tools
Desktop/web Posting and Monitoring
Let’s you easily manage
posts, searches, mentions,
groups and direct
messages

39. Step 7 - Tools
Mobile Applications
Great for giving real-time
updates during events, or
out in the community
Most Apps will also let you
post a picture

40. Conversation

41. But what do we talk about...
Start by understanding what others
are currently talking about...
• On Twitter
• In the News
• On Blogs
This is the part of conversation
that most of us need to remember

42. Finding relevant things to talk about...
What are others talking about and what’s in the news....
Keep on top of issues, news
that impacts your sector, or
OR what others are blogging about
yourname@gmail.org
These become things that you
can tweet about or comment on.

43. Examples
Educate

44. Examples
Thank
supporters

45. Examples
Promote
others that tell
your story

46. Connection to Impact

47. Connection to Impact
3 simple questions to answer...
Why does it matter?
What can I do to help make that impact?

48. Connection to Impact
How it applies to Fundraising...
Your Actionable
It’s Impact
Programs Information
tweet Example Directed Giving
Our after-school program participants
Program impact + link to have a 50% increase in graduation
specific wish list item rates http://bit.ly/H4I390
aka: Wish Lists

49. Example

50. Measure

51. Step 10 - Measure
It’s not just about the dollars...
• Followers
This is not the only goal, but it’s good to know it’s not
shrinking
• Tweets over time
Are you consistently posting Updates?
• Mentions
Are people including you in their posts? - There is a link on
your profile page - Tools like TweetDeck also have it.
• Re-Tweets
Are people spreading your message? Always thank them.
• Click-Thrus
If you are using a URL shortener, they will have stats

52. Step 10 - Measure
bit.ly statistics

53. Summary
Get others Involved
• Encourage all Staff to create a twitter profile and Follow your organization
• Follow key influencers of your cause or sector
• Invite Supporters to Follow your organization
Make it part of your daily routine
• Take 10 minutes to:
• Tell Followers what is happening within the organization (successes, impact, needs, etc.)
• Re-Tweet interesting Tweets of the individuals that you Follow
• Educate - Post links to other related articles, sites, blog, new stories ALWAYS include a
comment
Include in overall communications plan
• Let Existing Supporters know they can find you on twitter
• For all future communication, how will you incorporate twitter?

54. Thanks
About givezooks! About John Haydon
www.givezooks.com www. johnhaydon.com
@givezooks @johnhaydon
facebook.com/givezooks facebook.com/johnhaydon