现代风格PPT案例.pptx

Presented by Debra Askanase, Engagement StrategistBootstrapping 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 programmingParticipation entry pathsReal interactions: personal engagementhhhConversation startersOpen-ended questionsEngaging Practices Why people share online: motivationshttp://socialmediatoday.com/jillian-ney/325175/why-people-share-content-onlineTo bring valuable and entertaining content to othersTo define ourselves to othersTo grow and nourish our relationshipsSelf-fulfillmentTo get the word out about causes and/or brands Tips for getting your content sharedhttp://socialmediatoday.com/jillian-ney/325175/why-people-share-content-onlineAppeal to motivation to connect with others, not the organizationKeep messages simpleAppeal to personal reasons for sharingEmbrace a sense of urgencyUnderstand why they follow you Understand the Ladder of EngagementHappy BystandersSpreadersDonorsEvangelistsInstigatorsThe 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 StartedWhy are people interested in your organization or cause?What content creates conversation?What content could create community?What can the community create for your content? (Collaborate and empower)What content or ideas can you open up?What added value can your content offer?What does the medium dictate? 2Bootstrapping Twitter engagementResearch and Examples Know what the conversation is about http://www.flickr.com/photos/89888346@N00/179760033/ Create 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 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 conversationalisthttp://www.flickr.com/photos/moriza/2565606353/ http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/Be genuineBe honestReally engage in conversationReally connecting as an entity means Invest in developing relationshipsletting individuals shine 50-30-20 RuleDon’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 tweethttp://blog.kissmetrics.com/science-of-social-timing-1/?wide=1 When to tweethttp://blog.kissmetrics.com/science-of-social-timing-1/?wide=1 When to tweethttp://blog.kissmetrics.com/science-of-social-timing-1/?wide=1 When to tweethttp://www.whentotweet.com/ Use hashtags to be in the conversationhttp://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 chatsFor 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 weekUsed with permission from USA for UNHCRUSA for UNHCR #bluekey Tweetathon Twitter tools that rock Twitter tools that rock Twitter tools that rock 3Bootstrappi