Jcpsc conference globalizing the shtetl


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Social media crash course, with a Jewish framework.

Given at the 2010 conference of the Jewish Communal Professionals of Southern California.

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  • Context for the culture of social media
    Introduce some social media tools and outlets
    Find orgs, progs and initiatives using SM to strengthen presence, message, relationship
    Culture and format of Facebook/Twitter
    Intro to blogging theory, pitching projects to bloggers
  • IMAGE – Nick Rivers, Your company’s computer guy / Outsourced
    Social Media Revolution clip
  • Reputation, as we learned in the Zelda poem, is not always within your control. And the Breakfast Club discovered this as well -
    As Jews, we’re a small community within the larger world, but still insist on making it smaller through a game that some have elevated to an art – Jewish geography. Way before people were building tenuous bridges that connected actors through the nexus of Kevin Bacon, Jews would choose doctors, lawyers, potential matches for their children, etc all through the Jews they already knew. Today’s internet might call these “social recommendations” – suggestions made by people you trust. And social recommendations are the basis of today’s web strategies.
    Blogs and Twitter, also Facebook for a more “inner circle” experience/expressions
    Micro-communities – Jewish journalism, the ROI Community, Jewlicious, PLP, IKAR, and others, locally, domestically, internationally.
    My work is always online, even when I’m sleeping.
    Deepening relationships by enabling me to be present in people’s lives even when I’m far away, express support or solidarity instantly..
  • IMAGE – GA
    Networks are increasingly social – personal recommendations and peer reviews are trusted more than product descriptions. Power to the people!
    Mutual responsibility – or if you prefer, “covenant”
    Value of community for support
    Without geographical boundaries, what binds us together?
    (“fairy godmother” - twelpforce)
  • While misinformation can spread, corrections can also spread quickly, making “damage control” faster and easier
    Social media savvy-folks like to be “in the know” – like a VIP info list
    Creating trusted relationships with your clients establishes you as an authority/inside source
    Trust brings referrals – forwarded emails, shared posts, retweets etc.
  • @askdebra continues: Specifically, consumers want brands to offer relevant news and analysis, new ideas and thinking, useful applications that consumers can download, and to create a space where consumers can interact directly with the company or staff. This type of content moves a company way up on the credibility scale.”
    Understand that the information wants to be free and viral. Its natural state is wild and untamed – why we need spin doctors, but ultimately, the truth comes out. So why not be honest to begin with? Honesty deepens relationship, which enables us to feel like we’re part of something bigger – connected virtually, or through mission or passion or enthusiasm or commitment to other people. And when we’re connected, committed, we are in covenant.
  • Beth Kanter’s birthday wish dedicated her birthday to help send Cambodian students to school: goal $530, raised $4,540 (more at, @kanter)
    Participation from 3 countries, X cities, people whose lives had intersected with mine, some briefly and some continuously.
  • Jcpsc conference globalizing the shtetl

    1. 1. Globalizing the Shtetl: A Jewish Overview of Social Media JCPSC Conference Esther D. Kustanowitz October 27, 2010
    2. 2. How Can Social Media Help Jewish Professionals? 1) Social media can help support outreach by Jewish projects, programs or organizations 2) Social media can help create stronger, more valuable relationships with the people we already serve 3) Social media can help court engagement from “younger” people
    3. 3. Information & Relationship Management • You don’t have to become: – An IT specialist – “tech-savvy” / “a tech geek” • Acquire tools that help: – Manage, organize & access information – Manage, increase & deepen relationships – Provide multiple points of entry – Reach people where they are – Express authenticity
    4. 4. Name & Reputation “You see us as you want to see us: in the simplest terms, in the easiest possible definitions.” club/images/73765/title/breakfast-club-photo
    5. 5. What’s in a name? Each Man Has a Name Each man has a name, given him by God and given him by his father and mother Each man has a name, given him by his stature and his way of smiling, and given him by his clothes Each man has a name, given him by the mountains and given him by his walls Each man has a name, given him by the planets (stars) and given him by his neighbors Each man has a name, given him by his sins and given him by his longing Each man has a name, given him by his enemies, and given him by his love Each man has a name, given him by his feast days and given him by his craft Each man has a name, given him by the seasons of the year and given him by his blindness Each man has a name, given him by the sea, and given him by his death. -Zelda (b. 1914)
    6. 6. The Microcommunity: Our “Little Town” – ‫לזה‬ ‫זה‬ ‫ערבים‬ ‫ישראל‬ ‫כל‬ – ‫הציבור‬ ‫מן‬ ‫תפרוש‬ ‫אל‬ )Jewish geography( – Boundaries: reign in/unite: but this shtetl has no walls – what unites us? IMAGE:
    7. 7. My Global Shtetl: The Jewish Internet – 10 years Jewish non-profit in NYC – Self-taught tech – Micro-communities – local and global -25 countries – Social media – PR on autopilot – Social media + Jewish community  L.A.  That’s me, speaking at a GA plenary in 2007.
    8. 8. You’re Nobody Till Somebody “Likes” You: The “Social Web” • Jewish geography = “2.0” – “Social web” – personal recommendations trusted (e.g. • Cocktail party: Small talk  follow-up • Informational swap meet  information community IMAGE:
    9. 9. Fear Not: Surrendering to “Viral” • Goal: Get the message out, far and wide • Fear: Loss of control over the information
    10. 10. How to Fight the Fear of Viral • If information about your organization goes viral, fight the fear: – Realize that control is an illusion – you start the message, but it changes (“Telephone”) – Embrace the risk, use it as a chance to build trust and relationships – Release “official information” – Interact with fans/critics – establish authority – You are their “inside source”/they are VIPs
    11. 11. Effective Social Media Interactions Contain… • CommunityOrganizer 2.0 blog – “A report by Lightspeed Research about what US consumers want from brands online - top demand is “to improve their knowledge.” - Deb Askenase (@askdebra) • Commitment to relationship-building • Collaborative spirit • Involvement in public infostream • Initiating & participating in conversations • Authentic voice • Adding value to public discourse, online & off (self- promotion is secondary) • Intentionality - kavanah
    12. 12. A Little Help From Our Friends: Social Media & Fundraising
    13. 13. Social Media Aid Aid to Haiti • Red Cross texting $10 at a time to Haiti raised over $10M (as of 1/15/10) • Wireless & Mobile News reported the total raised by text-to-aid programs was $30 million (1/22/10) Digitales Por Chile • A Jewish iPhone app developer in Chile mobilized techies to create an information network after a major quake
    14. 14. DIY Fundraising • Independent funding platforms for crowdfunding (or “friendraising”): – Indiegogo – Kickstarter – Pledgie • People reward the emotionally resonant, personally meaningful or entertaining • When people feel a relationship to the person who’s asking, online fundraising is collaborative and effective
    15. 15. Crowdsourcing: Esther’s Computer
    16. 16. Immerse Yourself • Research (Recon) • Understanding (Analysis) • Actions (Moving Ahead)
    17. 17. Research • Develop “ambient awareness” • Learn the language • Schedule “surveillance time” • Follow links, explore tools that increase social media’s accessibility (Mashable, Inside Facebook, FB Connect, LinkedIn (#in),Tweetdeck, mobile apps) • Who’s doing it right? Visit social media of other organizations: what can you “borrow”?
    18. 18. Check Out Your Friends • @SixthandI • @daroff • @Leahjones • @Kvetchingeditor • @BJPArchive * • @ROICommunity * • @IKAR-LA * • @AWP_Jcommunity* • @BI_NEXT • JTA’s Top Twitterers * indicates past or current client these/friends/
    19. 19. Sixth & I Historic Synagogue
    20. 20. Sixth & I Historic Synagogue Washington, DC Dynamic, multi-tiered presence: • FB fan pages for the synagogue, and for “Sixth in the City” (young professionals) • Events, graphics, pictures, social media widgets • Using social media, contributing to conversations (& promoting events)
    21. 21. Social Media Strategy Crash Course
    22. 22. Facing Facebook: Strategy • Group or Fan Page? – Groups foster group discussion around a topic – Pages allow information to be sent, but not via FB • Read FB FAQs – official responses/user responses • Ask a friend • Questions for your organization: – Who will post content? How often? – What will the tone be? – Will you link FB with other social media (blog or Twitter)? – Will you link to people/organizations/events on FB?
    23. 23. Facebook: Being Professional • Don’t clutter official FB pages (strange photos, Farmville, zombies etc) • Tone consistent with the organization’s (or have a reason why it’s not) • Do follow your instincts and personal experience – Use what you like (discussing stuff on your friends’ walls, Scramble) – Don’t use what annoys you or others (Farmville) – Use what resonates or inspires you to action (reaching out to friends in need, Causes)
    24. 24. Twittertalk: Strategy • Creates transparency • Allows immediate customer service response • Solving problems publicly shows customers you’re handling things • “Listening” to conversations already in progress provides valuable insight into Organizational chatter (you’re the CIA) “the market” / instant focus group (you’re the marketing wiz) World and community news and trends (you’re CNN)
    25. 25. Twittertech: Setup Goal: Listening, sharing, asking & responding • Listening & touring the site, becoming familiar with terms – Replies/@/Mentions; DM; RT, HT, #hashtags • Choosing your handle – Your name (@estherk) – Your org’s name (@JCPSC) – A project’s name (@g_dcast) • Finding followers (address book, other people’s accounts,, lists) • Continuing to listen more than you respond
    26. 26. Social Media Immersion
    27. 27. Twittertech: Posting Conquering 140 • Brevity, poetry, strength, mission, value • Sharing = Link to and RT others • Abbreviate URLs with tinyurl,, • Use # to categorize (~ tab in a file cabinet) • Use a viewer for a cleaner look (Tweetdeck, Ubertwitter, Tweetie)
    28. 28. Blogging 101 • Blog = weblog = CMS for easy, online publishing • You may have or read blogs without even knowing it (Gawker, TMZ, HuffPo, Salon, Slate, even MSM have blogs on their websites) • Writing, reading & commenting on blogs – promote your organization – start new conversations – adding value to existing conversations
    29. 29. Organizational Blogging: Strategy Does your org need/could it benefit from/is it ready for a blog: • Reading blogs, seeing what’s out there • Blog will need regular content (staff time) • Comments should be open, but can be moderated (staff time) • Blog should reflect org’s goals, but also add value to larger conversations
    30. 30. Research  Understanding • Social media regimen/cultural immersion – Find the time (coffee breaks, lunchtime, etc) – Check Twitter/Facebook page at least once a day • Read the Tweetstream or Status Feed of people and orgs you’re following – begin to participate in conversations • Upload address books to identify your contacts who are using FB and Twitter • Share a FB group or event with friends who are “hubs” – Visit or • click on a few headlines • monitor/join a conversation • Ask questions (professionals/civilians)
    31. 31. Actions for Your Organization • Determine your institutional voice/s • Identify person/people to update Twitter and Facebook (daily) • Identify newsy angles for programs, use as hook to promote org in online conversations • Consider starting a blog, so you can host conversations • Find “mavens”/hubs in your community, invite their feedback & partnership • Consider inviting personal assessment by a social media trainer
    32. 32. Resources Available • “In Plain English” series • and Inside Facebook e-mail • Google Alerts - articles of interest (~ Burrelle’s) • Online articles: – fundraising/ – NYTimes technology columnist David Pogue on Twitter: – Manifesto: Social Media for Jewish Organizations: 11/manifesto.html • Request Social Media planning worksheet, YouTube social media video playlist from me via email
    33. 33. How to Find Me • NextGen Engagement Initiative at Jewish Federation of Greater Los Angeles: • Not exactly everything else: – – – – –