How to Maximize and Measure
Your Twitter Campaigns Presented by
Eliana Rodriguez
Communications Coordinator
Laura Calderón
Project Coordinator
1 Mission
To build financial and real estate assets as
well as human and technology resources for
Latino families, communities, and
organizations.
2 Overview: Fair Housing
Grant
•  NALCAB was awarded funding by HUD to conduct a National Fair
Housing Media Campaign utilizing traditional and social media with a
boots-on-the-ground approach to link HUD with consumers who face
discriminatory housing practices.
•  This campaign will specifically target populations in protected classes in
the following markets:
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Los Angeles, CA
San Antonio, TX
McAllen, TX
Birmingham, AL
Chicago, IL
Brooklyn, NY
Metro Washington, DC
Metro Denver, CO
3 Today’s Agenda
•  Determining your Twitter goals and
identifying your audience
•  Twitter basics
•  Developing compelling Twitter content
to maximize engagement
•  Twitter Analytics
4 Twitter Overview
5 Twitter by the Numbers
•  Twitter launch date: March 21, 2006
•  Twitter is the fastest growing social network
in the world
•  Total number of Twitter users: 500 million
•  Monthly active Twitter users: 200 million
•  Average number of tweets sent daily: 400
million
•  Percent of Twitters users by mobile: 60%
Source: expandedramblings.com, Craig Smith, 9/5/13
6 Twitter Users in the U.S.
Of Internet users:
•  Overall, 18% use Twitter
•  Men and women are almost equal in use
•  Young adults 18-29 are largest users
(30%)
•  Hispanics are highest users at 28%,
African-Americans at 27%
Source: Pew Internet and American Life Project, August 2013
7 Twitter Overview
Twitter is a platform where users
share their thoughts, news and
information in under 140
characters of text.
8 Twitter Overview
•  Twitter is a “running conversation”
•  Real-time social networking
•  Tweet:
– Updates
– Breaking news
– Helpful information
– Converse with others
9 Twitter Overview
•  Registered users can read and post
tweets on anyone’s page, but
unregistered users can only read
them.
•  Users access Twitter through the
website interface, SMS, or mobile
device app.
10 Determine Your
Twitter Goals
11 Determine Your
Twitter Goals
•  Know your organization’s overall
communication or marketing goals
•  Identify and understand your target
audience
•  Define your Twitter objectives
•  Choose your tactics
12 Determine Your
Twitter Goals
•  Know your organization’s overall
communication or marketing goals
– Examples:
• Increase overall presence and
awareness of your organization and
mission
• Attract more volunteers
• Increase donations
13 Determine Your
Twitter Goals--Audience
Protected Classes under the
Fair Housing Act of 1968, as amended
•  Race
•  Color
•  Religion
•  National Origin
•  Sex (Act amended, 1974)
•  Familial Status – a family with a child under 18
and pregnant women (Act amended, 1989)
•  Handicap Status (Act amended, 1989)
14 Determine Your
Twitter Goals
•  Identify and understand your target
audience
-Identify your audience characteristics
-Know their most pressing issue or
desire
-Find out their sources of information
-Know the benefit that they seek
-Know what sets off skepticism
-Know who they trust
15 Determine Your
Twitter Goals
•  Define your Twitter objectives
–  Goal 1: Increase overall presence and
awareness of your organization and mission
•  Objectives:
–  Build a Twitter following—grow Twitter
followers to 100 in 3 months
–  Reinforce Twitter messaging—get 3
retweets per week
–  Drive traffic to your website—get 5
click-throughs to website per week
16 Determine Your
Twitter Goals
•  Choose your tactics
–  Increase Twitter followers
•  Follow relevant users (existing supporters,
target audience members, other nonprofits)
•  Tweet links to third-party articles relevant to
your target audience.
•  Use relevant hashtags to gain the attention
of your audience
•  Retweet other users’ content.
17 Determine Your
Twitter Goals
•  Choose your tactics
–  Get more retweets
• Ask questions.
• Tweet quotes.
• Share pictures and videos.
18 Determine Your
Twitter Goals
•  Choose your tactics
–  Drive traffic to website
• Share links to articles or stories
on your website
• Share links to your news articles
• Post an interesting photo
19 Poll Question
When it comes to using Twitter:
q  We don’t!
q  We use Twitter, but without a plan or
irregularly
q  We use Twitter as an important part of our
communication efforts.
20 Upcoming Webinars
•  Optimize Your Website/Being
Smartphone Friendly
Thursday, Oct. 3, 2013 at 12:30 p.m., CST
21 Twitter Basics
22 Create a Twitter Account
23 Create a Twitter Profile
•  Don’t be a Twitter egg-include your
logo or photo
•  Include an organizational bio—160
words
•  Include your website link
•  Add a cover photo, custom
background in addition to your logo.
•  Don’t protect your tweets
24 LEDC Twitter Page
25 NALCAB Twitter Page
26 Twitter Dictionary
•  Tweet
– Real-time post of 140 characters or
less
•  Following
– Profiles you follow to receive their
tweets
•  Followers
– Profiles that follow you that receive
your tweets
27 Twitter Dictionary •  Retweets
–  Tweet rebroadcast in its entirety by another
•  @Reply or reply
–  Respond to someone who has posted an update on Twi;er; @username starts the reply which directs reply to user. •  @Mention or mention
–  MenDoning another user in your Tweet; –  @ sign followed directly by the menDoned’s username –  In the body of a tweet (not at the beginning) –  MenDoned user will see tweet. –  MulDple users can be menDoned in a single tweet if they have the “@” sign before their username
28 Twitter Dictionary •  Direct messages or DM
–  Private tweet only to somebody you follow and
who follows you
•  Hashtag #
–  Symbol placed at the beginning of a word or
phrase
–  Allows you to search Twitter for conversation
threads
(ex: #fairhousing, #housingdiscrimination)
–  Find others interested in a topic
29 Twitter Basics
1.  InteracDons & MenDons 2.  Photo, bio, following, followers 3.  Tweet here 4.  Find people to follow 5.  Most popular hashtags 6.  Search keywords or a name 30 Twitter Basics
7. Twi;er handle 8.  Pasted link 9.  Tweet retweeted 10. Direct message 11. Hashtag 12. Summarizes link 31 Twitter Basics
OpDons to answer quesDon: •  Reply •  Retweet •  Favorite (“like”) •  More (embeds in blog or sent in email) 32 Twitter In-depth
33 @Reply vs.. @Mention
•  @reply
–  Message begins with @username and then followed by
the post itself
–  An @reply is a direct reply to another user; appears on
your and other person’s public timeline; will be seen
only by both parties’ followers
•  @mention
–  Not a direct response to a tweet, but mostly used as
an FYI; @username is not at the beginning, but in
another part of post, usually at end,
34 Using Hashtags #
•  Hashtags mark keywords or topics in
Tweets.
•  Shorthand for: “This post is about…”
•  Single word or phrase beginning with a "#"
and with no spaces or punctuation
•  To start a conversation, introduce a
hashtag.
•  To join an ongoing Twitter conversation,
search for the hashtag being used.
35 Using Hashtags #
•  Stick to one hashtag
•  Choose the obvious hashtag so others can find
your conversation
•  No official process for creating a #
•  Hashtag should: descriptive, short, and unique
•  If you create a hashtag, publicize it through
Twitter, Facebook; on PowerPoint slides, email
newsletters; on posters, flyers and other printed
materials
•  Track responses to your hashtag
36 Using Hashtags #
37 38 Create a Twitter List
Click ‘Me’ icon (looks like a person) at the top right
of home page. Click ‘Lists’ from the drop-down
menu. Click ‘Create List’ and a pop-up window
appears. Name the list, provide short description.
39 Create Compelling
Twitter Content
to Maximize Engagement
40 Developing Content for
Twitter
•  Use a personal, not an institutional
voice
•  Keep tweets short—more
engagement with tweets under 100
characters; leave room for retweets
•  Keep tweets real-time
•  Tweet often and on schedule—couple
of (3-5) times per day
41 Developing Content for
Twitter
•  Create tweets that resonate with your
audience: funny/entertaining, helpful,
newsworthy, inspiring
•  Enhance your engagement factor: links,
photos (2x the response), videos, quotes
•  Consider the 60-30-10 Rule: 60% retweets
and pointers to other users or sites, 30%
conversation and responses, 10%
announcements and events
42 Developing Content for
Twitter
Remember:
Photos get twice the
response! 43 Developing Content for
Twitter
Finding content:
•  Follow your interests, influencers and likeminded users in your in your field.
•  Google alerts
•  Sign up for newsletters and other sources
you can draw from
44 Developing Content for
Twitter
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• 
• 
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Celebrate your supporters
Share an inspirational quote
Share stories about those you serve
Engage other Twitter users in conversation by
using @replies and mentions
•  Focusing on one topic for a day or week
•  Repackage good information or stories—write
different tweets summarizing key points instead
of just one tweet.
•  Retweet information shared by others
45 Developing Content for
Twitter
Twitter Content Calendar:
•  Monday—Focus on community impact/
success story
•  Tuesday—”Behind the scenes”
•  Wednesday—Helpful tips
•  Thursday—Media spotlights on your org
•  Friday—Focus on your staff or volunteer
46 Twitter Tips
•  Use URL shorteners (Bit.ly, Goo.gl, Ow.ly,
tiny.url)
•  Use Twitter Analytics
–  Other free ways to measure
•  Leave room for retweets (110-120
characters)
•  Beware of scam Twitter accounts
47 Twitter Analytics
to Measure
Campaign Results
48 Fair Housing
Progress Report
Date
Twi;er Post No. of Retweets
Included Photo or link to Was a hashtag use? What was website? it?
What language was it communicated? (English, Spanish, Mandarin, etc.)
49 Measuring
Campaign Results
•  Here are some basic Twitter metrics:
•  Follower growth--Number of new followers you
get every day, week or month.
•  Follower quality and engagement--Number of
users that interact with your account.
•  Reach--Number of users that favorite or retweet
your Tweets.
•  Traffic--Number of users that go to your website.
50 Twitter’s New Analytics
Well…
Twitter’s new analytics is supposed to be
available to everyone, but it’s not. It appears
to be on a slow rollout. And sometimes you
may have it, but then it might disappear,
then reappear. Or not!
51 Twitter’s New Analytics
52 Twitter’s New Analytics
53 Twitter’s New Analytics
Twitter Analytics provides 3 metrics:
1. Timeline Activity graph--shows mentions,
follows and unfollows over time
2. Post-Tweet information--# of clicks to links, #
of favorites, # of retweets and # of replies
3. Follower information--follower growth chart,
gender breakdown, follower location &
interests; also “Your followers also follow”
breakdown
54 Twitter’s New Analytics
Timeline Ac*vity Graph 55 Twitter’s New Analytics
# of clicks Time Stamp-­‐-­‐PT Post-­‐level Data 56 Twitter’s New Analytics
57 Other Sources of
Twitter Metrics
•  Bit.ly—tracks number of clicks on links
•  Klout—grades your Twitter influence
•  HootSuite—several analytic reports, free
and paid versions
•  Twitonomy—several analytic reports, free
and paid versions
58 Resources
•  Twi;er for nonprofits: h;ps: //business.Twi;er.com/Twi;er-­‐organizaDons-­‐
nonprofits •  Complete guide to Twi;er: h;p://www.makeuseof.com/pages/download-­‐
guide-­‐Twi;er •  Twi;er glossary: h;p://www.hashtags.org/plaeorms/Twi;er/basic-­‐Twi;er-­‐
terms-­‐you-­‐must-­‐know/ h;p://www.mediabistro.com/allTwi;er/the-­‐essenDal-­‐
Twi;er-­‐dicDonary_b1205 59 Resources
•  @reply vs. @menDons h;ps://support.Twi;er.com/groups/50-­‐welcome-­‐
to-­‐Twi;er/topics/204-­‐the-­‐basics/arDcles/14023-­‐
what-­‐are-­‐replies-­‐and-­‐menDons h;p://www.hashtags.org/plaeorms/Twi;er/what-­‐
is-­‐the-­‐difference-­‐between-­‐replies-­‐and-­‐menDons/ Twi;er Cheat Sheet h;p://www.wikihow.com/images/sampledocs/d/
Twi;er-­‐Tips-­‐and-­‐Tricks.pdf 60 Resources
•  Find out if a hashtag is taken:
http://www.hashtags.org/
•  Hashtag basics:
http://www.wikihow.com/UseHashtags-With-Twitter
61 Resources
•  Add a cover photo: h;p://blog.hubspot.com/blog/tabid/6307/bid/
33603/Twi;er-­‐Rolls-­‐Out-­‐Cover-­‐Photos-­‐How-­‐to-­‐
Add-­‐Yours-­‐Today.aspx •  Add a background: h;p://www.digitaltrends.com/social-­‐media/how-­‐
to-­‐make-­‐a-­‐Twi;er-­‐background/ •  URL shorteners h;p://www.topandbest.org/2012/11/10-­‐url-­‐
shorteners-­‐websites-­‐to-­‐hide-­‐urls.html 62 Resources
•  Twi;er AnalyDcs h;p://blog.hubspot.com/Twi;er-­‐launches-­‐
tweet-­‐analyDcs-­‐to-­‐all h;p://socialfresh.com/how-­‐to-­‐use-­‐Twi;er-­‐
analyDcs/ h;p://www.iridiangroup.com/checking-­‐out-­‐
Twi;er-­‐analyDcs/ 63 Contact
Laura Calderon
Project Coordinator
[email protected]
64 Questions? 65 Stay Connected
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