How can comms and digital staff from international development organisations use Twitter more effectively?

1. Going Further With Twitter
May 2016
@mary_mitch, @_IBT

2. Strategy
Engagement
Content
Measurement

3. The Big Picture

4. - Stagnating growth
- From ‘Social Network’ to ‘News’ in App Store (April
2016)
- ‘Connect’ tab with ‘trending now’
- ‘Moments’ (December 2015 - UK)

5. What does this mean for development organisations?
● Focus on original content related to news topics (e.g.
#NepalQuake, #SDGs)
● Think about news worthiness
● Use hashtags
● Factual content more than opinion
● Increased value in being curators of news

6. Strategy

7. Questions to ask
● Why Twitter?
● How is content for Twitter different to other platforms?
● How does audience differ?

8. Common objectives
● To increase followers
● To increase likes
● To increase donations

9. Other objectives to consider...
● To add value
● To be a focal point for conversations about …
● To provide up-to-date news about …
● To be the first point of engagement with the organisation

10. Engagement

11. Monitoring vs. Listening
“Scrape and dump” vs “reflect and analyse”
“Monitoring sees trees; listening sees the
forest.” - Dan Neely

12. Listening can...
● spark new conversations,
● gain valuable audience insight,
● identify advocates or influencers,
● build affinity for your brand,
● find opportunities in real-time.
(Buffer App)

14. “When setting up social listening,
think broad: You wouldn’t walk into a
party and only join conversations
about you.”
@eskimon

15. List ideas
● Funders
● Volunteers
● Those who engage with you
● Celebrity supporters
● Event attendees
● Team members
● Lists that resource others

16. Activity
● Create one private list of key
people to listen to and engage
with
● Create a public list aggregating
news or other sources e.g. Water &
Sanitation in West Africa

17. Finding and scheduling content

18. Content Strands (Personal account)
Ethics of representation Low
Communication for
Development
High
Charity comms news and
tips
High
Content from org. Medium

19. Content Strands (Organisational
account)
News articles related to
child refugees, watsan
etc.
Low
Stories from the field Medium
Events, behind the scenes
stories
High
Campaign pitches and
updates
High

20. Gather
content in
one place

21. Find a
scheduling
tool

22. Activity
● Draft four key content strands for
you or your organisation
● Set up a system for finding and
scheduling content

23. Using video with Twitter

24. The future of content marketing is video
● Cisco predicts that consumer internet video traffic will go from 64
percent in 2014 to surpass 80 percent by 2019
● Slow death of ‘interruption marketing’ (Seth Godin), rise of storytelling
● Video has higher completion rate than text articles
● Video is increasingly watched on mobile
● Social networks are prioritising video

27. “When I first saw Periscope, I loved how immediate and
intimate it was. There is no longer any distance between me
and the people I am watching… Twitter owns real-time and
there is nothing more real-time and engaging than live
video. This is the future of Twitter.”
- Chris Sacca, Tech investor

28. “Beyond 24 hours approach”
● Save any video with #save (May 2016)
● Search for live broadcasts by topic
● Tag broadcasts as they are being filmed to increase
search
● Stream live videos from drones (iPhone)
● Automatic save and displayed in Periscope/Twitter
profiles (options to delete or host for 24 hours only)

30. Ideas for how to use Vine
● Share facts
● Say thank you
● Tell stories
● Behind the scenes
….

33. Activity
● Get into groups and plan a video
concept or campaign
● Create a Vine

34. Advertising

35. Types of advertising
● Followers
● Website clicks
● Promoted posts
● Promoted video

36. ● Define your objectives (donations, clicks, video views)
● Craft content accordingly (video, promoted tweets,
follower ads)
● Target carefully
● A/B Test
● Measure

37. Targeting
● Follower targeting
● Keyword targeting
● Interest targeting
● Geo targeting
● Tailored audiences
● Device targeting
● Behaviour targeting

38. Activity
● Think of a personal or
organisational campaign
● Who would you target?
● What type of campaign would it be?

39. Meaningful metrics

40. Cause and effect...
When you change your activity, what impact does it have?
● Original content rate
● Post rate
● Post topic mix
● Response time

41. Activity - Groups
● What do you measure?
● Why?
● How do your findings impact future activity?
● Are you tracking too much/not enough?
● How can we make these metrics more meaningful?
https://blog.bufferapp.com/social-media-metrics
https://blog.bufferapp.com/how-to-measure-social-media-roi-nichole-kelly

42. Q&A

43. @mary_mitch
Content Strategist
marymitch.com