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Twitter Final

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Twitter Final

  1. 1. Twitter: Hype vs. Reality August 15th, 2009 Questions? [email_address] Twitter: #dfans Paid for by Democracy for America, www.democracyforamerica.com, and not authorized by any candidate or candidate’s committee. … live @
  2. 2. Tonight’s Trainers Matt Blizek Night School Host @dfatraining Jen Nedau Air America www.jennedeau.com @humanfolly Adam Green PCCC www.boldprogressives.com @adamgreenonline Questions? nightschool@democracyforamerica.com 2
  3. 3. What is Social Media <ul><li>What does Social Media Offer? </li></ul><ul><li>Organizational efficiencies </li></ul><ul><li>Reduced transaction costs </li></ul><ul><li>Free advertising </li></ul><ul><li>Owning the brand on multiple platforms </li></ul><ul><li>Engaging new consumers </li></ul><ul><li>Two-way conversation </li></ul><ul><li>Social Media is relevant because: </li></ul><ul><li>Social Media is great for getting out the message </li></ul><ul><li>Reaches people where they are at </li></ul><ul><li>Interest based vs. friend based </li></ul><ul><li>A new way to communicate </li></ul>Questions? nightschool@democracyforamerica.com 3
  4. 4. Social Media Stats Check out Marta Kagan’s: What the F**K is Social Media: One Year Later Questions? nightschool@democracyforamerica.com 4
  5. 5. Connecting to the Viral Loop of Information Visual Content Image credit: Brian Solis & @Jess3 Questions? nightschool@democracyforamerica.com 5
  6. 6. et al. – et alias “and others” i.e. – id est “that is” e.g. – exempli gratia “for example” Twitter is a natural extension of the way we speak. Questions? nightschool@democracyforamerica.com 6
  7. 7. Tweeting Basics <ul><li>Tweet: The result of posting to Twitter </li></ul><ul><li>RT: The result of reposting someone else’s tweet </li></ul><ul><li>H/T: Hat-tip, give credit where it’s due </li></ul><ul><li>@ Message: A response or a message to a specific handle. When used at the beginning, it can be found under the replies tab (a sort of public “inbox”) </li></ul><ul><li>DM: Direct Message, can send only to those following you (goes into your private Direct Message “inbox”) </li></ul><ul><li>Hashtag: The # sign is used to denote a major topic (like tagging/categorizing on a blog) </li></ul><ul><li>Popular progressive hashtags: #p2 #topprog #rebelleft #woc #fem2 </li></ul>Questions? nightschool@democracyforamerica.com 7
  8. 8. “ Hi, my name is Jen. And I’m addicted to Twitter.” What about you? Questions? nightschool@democracyforamerica.com 8
  9. 9. Questions? <ul><li>Email: </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: #dfans </li></ul>9
  10. 10. Personal vs. Professional <ul><li>Know thyself. </li></ul><ul><li>Know thy brand. </li></ul><ul><li>The personal is professional. </li></ul>my passion my job my interest Questions? nightschool@democracyforamerica.com 10
  11. 11. Set Up A Profile. What’s Missing? <ul><li>Twitter Checklist: </li></ul><ul><li>Short, interesting bio </li></ul><ul><li>Icon & background image </li></ul><ul><li>Link out to your website </li></ul><ul><li>Use @Replies </li></ul><ul><li>Use Bitly.com to track clicks </li></ul><ul><li>Follow people back </li></ul><ul><li>Use a real name </li></ul>Questions? nightschool@democracyforamerica.com 11
  12. 12. Slowly making progress… Denial Surprise Acceptance Addiction It takes about three months to get someone on 100% board Got Questions? nightschool@democracyforamerica.com 12
  13. 13. Measuring Your Brand Questions? nightschool@democracyforamerica.com 13
  14. 14. www.search.twitter.com Or use search on Tweetdeck  Questions? nightschool@democracyforamerica.com 14
  15. 15. How do I FIND Followers? Photo credit: Caroline Middlebrook How do I get people to follow me? Questions? nightschool@democracyforamerica.com 15
  16. 16. Online Tools for Twitter <ul><li>Tweetdeck ( http:// www.tweetdeck.com ) </li></ul><ul><li>Twhirl ( http:// www.twhirl.org / ) </li></ul><ul><li>Digsby ( http:// www.digsby.com / ) </li></ul>Questions? nightschool@democracyforamerica.com 16
  17. 17. Questions? <ul><li>Email: </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: #dfans </li></ul>17
  18. 18. Thank you for listening! Need to catch up on earlier Night School presentations? Click below to order previous Night School episodes on DVD: Become a monthly Night School donor 18
  19. 19. TWITTER AS AN ORGANIZING TOOL What’s it good for? Adam Green Twitter: @AdamGreenOnline
  20. 20. Getting people to take action?
  21. 21. PCCC/DFA: Vote for our target
  22. 24. Twitter goes wild
  23. 25. Twitter Impact <ul><ul><ul><ul><li>330 clicks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>25 sign ups </li></ul></ul></ul></ul><ul><ul><ul><ul><li>7.5% conversion </li></ul></ul></ul></ul>
  24. 26. Blog Impact <ul><ul><ul><ul><li>CROOKS AND LIARS </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2300 clicks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>1141 sign-ups </li></ul></ul></ul></ul><ul><ul><ul><ul><li>49% conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>OPEN LEFT </li></ul></ul></ul></ul><ul><ul><ul><ul><li>135 clicks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>46 sign-ups </li></ul></ul></ul></ul><ul><ul><ul><ul><li>24% conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>FLASHBACK: Twitter: 330 clicks, 25 sign ups, 7.5% conversion </li></ul></ul></ul></ul>
  25. 27. Forrest The Fellow’s Impact <ul><li>Posted voting link in comment sections of Daily Kos, FireDogLake, and CrooksAndLiars </li></ul><ul><li>84 clicks </li></ul><ul><li>34 sign-ups </li></ul><ul><li>40% conversion </li></ul><ul><ul><ul><ul><li>FLASHBACK: Twitter: 330 clicks, 25 sign ups, 7.5% conversion </li></ul></ul></ul></ul>
  26. 28. Auto-Email’s Impact <ul><li>1355 clicks </li></ul><ul><li>312 actions </li></ul><ul><li>23% conversion </li></ul><ul><ul><ul><ul><li>FLASHBACK: Twitter: 330 clicks, 25 sign ups, 7.5% conversion </li></ul></ul></ul></ul>
  27. 29. Conversion analysis <ul><ul><ul><ul><li>Twitter: 7.5% conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Crooks and Liars blog: 49% conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>OpenLeft blog: 24% conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Forrest’s blog comments: 40% conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Auto-email: 23% conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Initial DFA email: 65% conversion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Initial PCCC email: 73% conversion </li></ul></ul></ul></ul>
  28. 30. WHY?
  29. 31. WHY? <ul><li>My guess: Theory of change </li></ul>
  31. 33. Conference Communication
  32. 34. Sharing Links – No Other Action <ul><li>Huffington Post: </li></ul><ul><li>Twitter is 1 of their top 5 link referrals. </li></ul>
  33. 35. Communicating with reporters who follow you <ul><li>POLITICO REPORTER: </li></ul><ul><li>“I use Twitter to gather info -- polling numbers, breaking news, links to smart analysis... That info comes from all sorts of folks, in politics full-time or just intense observers.” </li></ul>
  34. 36. Communicating with reporters who follow you <ul><li>JAKE TAPPER, ABC: </li></ul><ul><li>“I get interesting stuff from following some interesting thinkers on the L and R on twitter”    </li></ul>
  35. 37. Communicating DIRECTLY with reporters <ul><li>POLITICO REPORTER: </li></ul><ul><li>“ My suggestion would be to @ a journo when u see or hear something they may not know.   Be civil. Don't demand. But say: &quot;hey 'reporter's name' did u see this new poll in the va gov race?&quot;

Often, we haven't. So it's a great way to highlight info and get it directly to reporters.”     </li></ul>
  36. 38. Communicating DIRECTLY with reporters <ul><li>JAKE TAPPER, ABC: </li></ul><ul><li>“ People send me stuff at @jaketapper…Sharing stories, studies, and thoughtful critiques is in my view infinitely more constructive for political advocates of any stripe than using twitter/the internet as a way to vent and insult.”   </li></ul>
  37. 39. Communicating DIRECTLY with reporters <ul><li>GEORGE STEPHANOPOULOS, ABC: </li></ul><ul><li>“Regularly I tweet out my guests, ask for questions. Get several interesting ones back.”  </li></ul>
  38. 40. Communicating DIRECTLY with reporters <ul><li>AMY SCHATZ, WSJ: </li></ul><ul><li>“I use Twitter to provide links to my stories but also to answer reader questions. I only check it a few times a day so it’s not a great way to get in touch if its urgent, but I do try to respond to folks who ask questions.” </li></ul>
  39. 41. Reporters may find you <ul><li>AMY SCHATZ, WSJ: </li></ul><ul><li>“ I use Tweetdeck so I can keyword search stuff I cover (like FCC and &quot;broadband stimulus&quot;) and I've found sources that way. I've also found its been a useful tool to let me see what people are doing or saying about the stuff I cover.” </li></ul>
  40. 42. EXPERIMENTATION Twitter Petitions
  41. 43. Twitter Petitions
  42. 44. <ul><li>“ Deal breaker” </li></ul>
  43. 45. EXPERIMENTATION Twitter Fundraising
  44. 46. BIG things to ask when doing Twitter activism <ul><li>Is there a strategy? </li></ul><ul><li>Are there tangible metrics for success? </li></ul><ul><li>Opportunity cost? </li></ul><ul><li>Is clicking enough? OR Is theory of change evident? </li></ul><ul><li>Is there mutually reinforcing activism? </li></ul>
  45. 47. Thank you. <ul><li>Any questions? </li></ul><ul><li>Adam Green Twitter: @AdamGreenOnline </li></ul>