Take Facebook and Twitter engagement to the next with proven tactics for increasing engagement. This presentation includes research on when and how often to tweet and post Facebook status updates, what type of tweets and updates are most shared and commented on, how to create an engaging online identity, who tweets, and why people share online. Also includes specific engagement tactics from nonprofit organizations, including why these tactics were successful and how you can replicate them. Many examples specific to nonprofit organizations, but applicable to all.
6. Facebook is about the conversation
and value-added content,
not broadcasting
7. Engaging Practices
Value-added content
Regular programming
Participation entry paths
Real interactions: personal engagement
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Conversation starters
Open-ended questions
8. Why people share online: motivations
1. To bring valuable and entertaining content to
others
2. To define ourselves to others
3. To grow and nourish our relationships
4. Self-fulfillment
5. To get the word out about causes and/or
brands
http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
9. Tips for getting your content shared
1. Appeal to motivation to connect with
others, not the organization
2. Keep messages simple
3. Appeal to personal reasons for sharing
4. Embrace a sense of urgency
5. Understand why they follow you
http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online
10. Understand the Ladder of Engagement
Happy Bystanders
Spreaders
Donors
Evangelists
Instigators
The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/
11. 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?
13. Know what the conversation is about
http://www.flickr.com/photos/89888346@N00/179760033/
14. 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?
15. Can a logo have this kind of conversation?
http://www.flickr.com/photos/57038784@N00/2215481444/
20. Be an avid conversationalist
http://www.flickr.com/photos/moriza/2565606353/
21. Really connecting as an
entity means
Be genuine
Be honest
Really engage in
conversation
Invest in
developing
letting individuals shine relationships
http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/
22. 50-30-20 Rule
Don’t talk about yourself!
50% retweets
30% original content (links)
20% your own news
+ conversation!
What is that people care about? What is YOUR
conversation theme?
23. When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
24. When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
25. When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1
27. Use hashtags to be in the conversation
#nonprofit
#ff #followfriday
#woofwednesday
#fundraising
#nptech
#socent
#activsm
#advocacy
#causes
#charitytuesday
http://www.bethkanter.org/hashtags-snowflakes/
http://www.companykmedia.com/2011/05/18/30-super-useful-
nonprofit-hashtags-twitter-chats-too/
28. Get involved in twitter chats
#nptalk
#ynpnchat
#fundchat
#smNPchat
#vivanistachat
#socentchat
#cmgrchat
For a continuously updated list of twitter chats, go to
https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en_US#gid=0
30. Tweetathon: USA for UNHCR
•258 people/1,524 tweets with #bluekey
• 169% increase in web traffic
#bluekey Tweetathon
• led to >50% of key purchases that week
Used with permission from USA for UNHCR
40. 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
http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html
41. Autoposting hurts your page
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
Third parties don’t pull images, either
http://socialmediatoday.com/steve-olenski/361639/facebook-autoposting-social-media-no-no
56. Engage with personal touches
•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
Trust, reciprocity, engagement, participation, fans, and superfans in the Blue Key Tweetathon June 11, 201133% of the Blue Key Champions at the time participated in the Tweetathon (13 participants, out of approximately 35/36 Champions)
The more interactive through likes, tags, comments, more likely it is to show up in Top News feeds. Likes can turn into Shares with a comment. Shares have more weight.