bootstrapping your social media engagement

Presented by Debra Askanase, Engagement Strategist

Bootstrapping Your Social Media Engagement

1It’s all about engagement

2Bootstrapping Twitter

engagement

3Bootstrapping

Facebook engagement

It’s all about engagement1Think about the conversation

The social media funnel

It’s about RELATIONSHIPS, not broadcasting

Facebook is about the conversation and value-added content,

not broadcasting

Value-added contentRegular programming

Participation entry pathsReal interactions: personal engagement

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Conversation startersOpen-ended questions

Engaging Practices

Why people share online: motivations

http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online

1. To bring valuable and entertaining content to others

2. To define ourselves to others3. To grow and nourish our relationships4. Self-fulfillment5. To get the word out about causes and/or brands

Tips for getting your content shared

http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online

1. Appeal to motivation to connect with others, not the organization

2. Keep messages simple3. Appeal to personal reasons for sharing4. Embrace a sense of urgency5. Understand why they follow you

Understand the Ladder of Engagement

Happy BystandersSpreadersDonorsEvangelistsInstigators

The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)

http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

Questions to Get You Started

1. Why are people interested in your organization or cause?

2. What content creates conversation?3. What content could create community?4. What can the community create for your

content? (Collaborate and empower)5. What content or ideas can you open up?6. What added value can your content offer?7. What does the medium dictate?

2 Bootstrapping Twitter engagement

Research and Examples

Know what the conversation is about

http://www.flickr.com/photos/89888346@N00/179760033/

Create a content calendar

Daily content: Within your messaging themes

Special types of tweets on certain days of the week?

Twitter chats you participate in as you, not the org

Regular question of the day, contest, photo of the day, etc. How often?

Can a logo have this kind of conversation?

http://www.flickr.com/photos/57038784@N00/2215481444/

Who would you rather tweet to?

Personalize the official profile

Combine personal/professional profile

Be an avid conversationalist

http://www.flickr.com/photos/moriza/2565606353/

http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/

Be genuine

Be honest

Really engage in conversation

Really connecting as an entity means

Invest in developing relationshipsletting individuals shine

50-30-20 Rule

Don’t talk about yourself!

50% retweets30% original content (links)

20% your own news+ conversation!

What is that people care about? What is YOUR conversation theme?

When to tweet

http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

When to tweet

http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

When to tweet

http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

When to tweet

http://www.whentotweet.com/

Use hashtags to be in the conversation

http://www.bethkanter.org/hashtags-snowflakes/http://www.companykmedia.com/2011/05/18/30-super-useful-nonprofit-hashtags-twitter-chats-too/

#nonprofit#ff #followfriday#woofwednesday#fundraising#nptech#socent#activsm#advocacy#causes#charitytuesday

Get involved in twitter chats

For a continuously updated list of twitter chats, go to https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en_US#gid=0

#nptalk#ynpnchat#fundchat#smNPchat#vivanistachat#socentchat#cmgrchat

Curate your own lists (private and public)

Tweetathon: • 258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that week

Used with permission from USA for UNHCR

USA for UNHCR #bluekey Tweetathon

Twitter tools that rock

Twitter tools that rock

Twitter tools that rock

3 Bootstrapping Facebook Engagement

View your slides from anywhere!

When to post to Facebook

http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

When to post to Facebook

http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

ROE of Facebook posting frequency

http://www.emarketer.com/Article.aspx?R=1008328

Research: engaging through posts

• Post a question and ask for a response. It works!• Fans are happier engaging in contests with the

words “winning” and “events” than the words “contest” or “promotion.”

• Asking a question at the end of a post drives engagement

• “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions

Research: engaging through posts

http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html

On average, Facebook Pages that show posts via a third party app such as HootSuite or TweetDeck, as opposed to linking the old fashioned manual way, receive 70% fewer likes and comments

Autoposting hurts your page

Third parties don’t pull images, either

http://socialmediatoday.com/steve-olenski/361639/facebook-autoposting-social-media-no-no

http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

Content calendar: community question

Own the conversation: youth business

Cross-post with strategic partners

Welcome them strategically

Give them unique content, thematically

Unique offers only found on the Facebook Page!

• Send personal messages through FB to fans that post and thank them

• Post messages from your organization on their Facebook Pages

• Create groups

• Don’t be afraid to become FB friends with some of your best fans

• Always be commenting – answer every one

Engage with personal touches

Resources

Twitter and Facebook resources:http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits-using-twitter/http://www.socialbrite.org/2011/09/26/8-nonprofit-twitter-superstars/http://tweepi.com/blog/2011/09/10-valuable-tips-for-ngos-on-twitter/http://mashable.com/2011/10/28/best-time-to-tweet/http://www.socialbrite.org/2011/10/10/top-tools-to-measure-performance-influence-on-twitter/http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-onlinehttp://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

Debra AskanaseEngagement Strategist

debra@communityorganizer20.comTwitter: @askdebra

Linkedin: www.linkedin.com/in/debraaskanaseSlideshare: www.slideshare.net/debaskGoogle Plus: http://gplus.to/askdebra

Thank you

Feel free to stay in touch!