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1、Presented by Debra Askanase,Engagement StrategistBootstrapping Your Social Media Engagement 1Its all about engagement 2Bootstrapping Twitter engagement 3Bootstrapping Facebook engagement Its all about engagement1Think about the conversationThe social media funnelSocial MediaEngageCreatesTrustMove to
2、 ActionIts about RELATIONSHIPS,not broadcastingFacebook is about the conversation and value-added content,not broadcastingValue-added contentRegular programmingParticipation entry pathsReal interactions:personal engagementhhhConversation startersOpen-ended questionsEngaging PracticesWhy people share
3、 online:motivationshttp:/ bring valuable and entertaining content to others2.To define ourselves to others3.To grow and nourish our relationships4.Self-fulfillment5.To get the word out about causes and/or brandsTips for getting your content sharedhttp:/ to motivation to connect with others,not the o
4、rganization2.Keep messages simple3.Appeal to personal reasons for sharing4.Embrace a sense of urgency5.Understand why they follow youUnderstand the Ladder of EngagementHappy BystandersSpreadersDonorsEvangelistsInstigatorsThe Networked Nonprofit by Allison Fine and Beth Kanter(p.68)http:/ to Get You
5、Started1.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.Wha
6、t does the medium dictate?2Bootstrapping Twitter engagementResearch and Examples Know what the conversation is about http:/ a content calendarDaily content:Within your messaging themes Special types of tweets on certain days of the week?Twitter chats you participate in as you,not the orgRegular ques
7、tion of the day,contest,photo of the day,etc.How often?Can a logo have this kind of conversation?http:/ would you rather tweet to?Personalize the official profileCombine personal/professional profile Be an avid conversationalistBe genuineBe honestReally engage in conversationReally connecting as an
8、entity means Invest in developing relationshipsletting individuals shine50-30-20 RuleDont 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 tweetWhen to tweetWhen to tweetWhen to tweetUse hash
9、tags to be in the conversation#nonprofit#ff#followfriday#woofwednesday#fundraising#nptech#socent#activsm#advocacy#causes#charitytuesdayGet involved in twitter chatsFor a continuously updated list of twitter chats,go to https:/ your own lists(private and public)Tweetathon:258 people/1,524 tweets with
10、#bluekey 169%increase in web traffic led to 50%of key purchases that weekUsed with permission from USA for UNHCRUSA for UNHCR#bluekey TweetathonTwitter tools that rockTwitter tools that rockTwitter tools that rock 3Bootstrapping Facebook EngagementView your slides from anywhere!When to post to Faceb
11、ookWhen to post to FacebookROE of Facebook posting frequencyResearch:engaging through postsPost 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 engage
12、ment“Where,”“when,”“would,”and“should”drive the highest engagement rates.Avoid asking“why”questionsResearch:engaging through postsOn 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 a
13、nd commentsAutoposting hurts your pageThird parties dont pull images,eitherhttp:/ calendar:community questionOwn the conversation:youth businessCross-post with strategic partnersWelcome them strategicallyGive them unique content,thematicallyUnique offers only found on the Facebook Page!Send personal
14、 messages through FB to fans that post and thank them Post messages from your organization on their Facebook Pages Create groups Dont be afraid to become FB friends with some of your best fans Always be commenting answer every oneEngage with personal touchesResourcesTwitter and Facebook resources:http:/ AskanaseEngagement StrategistTwitter:askdebraLinkedin:Slideshare:Google Plus:http:/gplus.to/askdebraThank youFeel free to stay in touch!