Twitter – Fastest growing social media platform in the world
Twitter for NonprofitsBy Frank Barry (Blackbaud) and Jeff Patrick (Common Knowledge)
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Twitter for Nonprofits
Using real-world case studies drawn from the nonprofit and
commercial sectors, we'll answer the following questions:
What is Twitter and where did it come from?
How does Twitter work?
How big is the Twitter base?
How are nonprofits and commercial groups using Twitter?
Is Twitter really valuable?
Does it really work for online community building, advocacy, and fundraising?
What's the future of Twitter?
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Who’s Talking?
Jeff PatrickPresidentCommon Knowledge
@commonknow ^jp
Frank BarryManaging ConsultantBlackbaud
@franswaa
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What is Twitter?
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My 1st Tweet
http://myfirsttweet.com/1st/franswaa
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What is Twitter?
Twitter describes itself as, “a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?”
Microblogging (huh?) Outbound Communication Listening/research Conversation Community building Sales Customer Service Marketing And more …
Source: http://commoncraft.com/twitter
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How does Twitter work?
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How does Twitter work?: The Basics …
Source: http://commoncraft.com/twitter
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How does Twitter work?: Anatomy …
Where you add your “tweet”
The timeline to view what you and your followers are saying
# of people you are following
# of people following you
# of tweets you’ve sent
@ messages sent to you
Direct (private) messages sent to you
Tweets marked favorite
Search
Top trending topics
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Term Definition Usage
Tweet A 140 character update or post sent via twitter
“I just got a tweet from Jeremy”
@ message/reply
Using the @<twittername> syntax let’s the twitter user know your mentioning them.
“@comonknow @americancancer mentioned the same article in their tweets”
Follow What you do to receive/view tweets from someone.
“I’m now following @Oprah”
Followers Number of people subscribed to receive your tweets.
“@lancearmstorng has 964,454 followers”
Short URL Shortened version of a normal URL to use fewer of the 140 characters.
“@commonknow mentioned the same article in their tweets http://tinyurl.cm/oj9jmf”
Hashtag “#” A “hash tag” is included in tweets to group them by topic area (i.e. #followfriday)
“justinvisionary #NPO #NGO #NTEN Did you know @givezooks is giving away 1k to the winner of the #donorschoice contest? Vote now! http://good.ly/g5dxvg “
Direct Message “DM”
Send a message to someone so only they can see it.
“d commonknow question re webinar – when was the benchmark survey released”
ReTweet “RT” The act of forwarding/repeating another persons message to your followers with attribution.
“EricOverman RT @tonia_ries: I donated $20 for team #modernmedia at #140smiles benefiting @operationsmile. Join me: http://140smiles.org”
How does Twitter work?: Terms to know …
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How does Twitter work?: Terms to know …
Message “@”
ReTweet “RT”
Hashtag “#”
Tweet
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How does Twitter work?: Search …
Resource: http://commoncraft.com/twitter-search
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How does Twitter work?: Conversation … Follow interesting and conversational people
Share “what you’re interested in” or “what has your attention”
Ask and answer questions
Participate in conversations
Be …· Human· Interesting· Helpful· Newsworthy· Conversational
Source: http://www.flickr.com/photos/dominicspics/1135876473/sizes/l/
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How big is the Twitter base? Show me the stats
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How big is the Twitter base?: By the Numbers …
• In January 2009, Twitter.com clocked in with 4.5 million unique visitors in the US.
• More than 7 million unique visitors in the US for the month of February 2009 (note: this number represents visitors to www.Twitter.com and does not include API or mobile Twitter usage)
• The service grew 1,382% year-over-year in February 2009
21 mil US visitors in July 09
27 fold growth in one (1) yr
35-54 is largest segment
12-17 & 18-24 segments growing
Source: http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html
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How big is the Twitter base?: By the Numbers …
Source: Social Networking Survey for Nonprofits by NTEN, The Port and Common Knowledge
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How big is the Twitter base?: By the Numbers …
Source: Social Networking Survey for Nonprofits by NTEN, The Port and Common Knowledge
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How big is the Twitter base?: CNN vs. Ashton …
Source: http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html
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Commercial Names on Twitter …
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CNN
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Ashton Kutcher
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Oprah
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Adventure Girl
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Starbucks
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Starbucks
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Dell
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Comcast Cable
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Nonprofits Doing it Right …
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Nonprofits Doing it Right …
Reso
urce: h
ttp://mash
ab
le.com
/20
09
/03
/19
/twitte
r-no
npro
fits/
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American Red Cross
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American Civil Liberties Union (ACLU)
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The American Cancer Society
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Greenpeace
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The Humane Society
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The Leukemia & Lymphoma Society (LLS)
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Lance Armstrong Foundation (LIVESTRONG)
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Lance Armstrong
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National Wildlife Foundation
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ChildFund
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Athletes for a Cure
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Twitter Fundraising …Some real life examples
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Christmas Future
Campaign: Tweetmas Future
Fundraising Goal: $20,000
Actual: $17,535
Time Period: Dec 16 – 25 2008
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Epic Change
Campaign: Tweetsgiving
Fundraising Goal: $10,000
Actual: $11,131 372 contributors $29.92 avg gift
Time Period: Nov 25 – 27 2008
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12for12k
Campaign: Tweet-a-Thon
Fundraising Goal: $12,000
Actual: $15,549.69
Time Period: Dec 1 – 31 2008
Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/
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Charity : Water
Campaign: Twestival
Actual: $250+k
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Operation Smile
Campaign: 140Smiles
Fundraising Goal: $33,000
Actual: $9,120 In-Process
Time Period: May 31 -- ?
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Operation Smile
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Operation Smile
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Operation Smile
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140 Characters for 140 Smiles Campaign
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Twitter Tips …
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It’s not just another megaphone to yell at people with
Twitter Tips – STOP!
Source: http://www.flickr.com/photos/william-hamon/1658466013/sizes/o/
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Twitter Tips - 101
There are some basics you need to know to get started
Answer the question “Why am I on Twitter?” Think about how Twitter fits into your overall online/offline
strategy Identify staff participants Identify your audience Find people to follow Determine how often you will participate Know your tone, identity, language, interests, relationship
Source: http://www.flickr.com/photos/ekinarabaci/2858427273/sizes/l/
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Being human is key to succeeding in Twitterville
Fill out your entire profile Use a human picture Speak in a human voice Be a person and an organization Present the personal angle to org. issues Sincerity, transparency, and democracy
Twitter Tips – Humanize it!
Source: http://www.flickr.com/photos/kk/14450415/sizes/l/in/set-514662/
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It’s about the people, relationships and community
Listen Participate regularly Engage with your followers & fellow tweeters Be ready to learn from your followers Retweet, respond, ask, and follow
Twitter Tips – Participate!
Source: http://www.flickr.com/photos/notsogoodphotography/503637906/sizes/o/
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Questions?
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Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
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How does Twitter work?: Resources …
Twitter Help Twitter’s Getting Started Guide Twitter’s How-To Guides Twitter’s Troubleshooting Guides Twitter in plain English Twitter search in plain English
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Frank BarryManaging ConsultantBlackbaud
www.blackbaud.com [email protected] @franswaa (http://twitter.com/franswaa)
The End … We appreciate your time!
Jeff PatrickPresident & FounderCommon Knowledge
[email protected]: 415.543.7600@commonknow (http://twitter.com/commonknow)
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