Jewish Geography Goes Digital (Moving the Needle - RAVSAK/PARDES #mtn2014)


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While connecting is easier today than it ever has been before, there’s more to connection than mastering tools. Effective connectors have networks that are both wide and deep; not only connected to a goal or purpose but interconnected among their members who are not just program participants, but active gears in the machinery of your school, program, organization or initiative. Each person represents access to an expanded network, and an expanded future audience to receive, absorb and redistribute your messages. In a future where reach seems infinite, how does your use of social media tools and communication strategies amplify your ability to share things that are important with the eagerly listening members of your current and future network? Learn how to engage people from a point of meaning and value, deepen relationships and effectively mobilize your networks to share information as well as invite feedback.

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  • Literally top-down management. God to Moses, Moses to the Jews. At some point, Yitro came along and said, please elect some barristers to assist you, but there was always a judgment rendered on high.
  • OK, so not every idea from the people is a good one. People have big ideas – leaders help them refine and achieve.
  • No linkbaiting – don’t write Angelina Jolie in a post unless you’re actually writing about AJ.
  • – difference between an audience, which listens and applauds or walks out, and a connected readership which feels invested, partnered in the process. Don’t push PR out to readers; engage them by sharingHow to’sWhat do people value?
  • Jewish Geography Goes Digital (Moving the Needle - RAVSAK/PARDES #mtn2014)

    1. 1. Esther D. Kustanowitz – RAVSAK “Moving the Needle,” January 2014
    2. 2. The Plan  Find out a bit about you  Engage framework – social media revolution & Jewish context  Consider relationships and networks differently  Think about social media as tool/strategy for connection, communication & engagement  Tips & resources, from Esther & from each other  Jewish & pop culture references along the way
    3. 3. Videos That May Stress You Out, But Aren’t Meant To  Social Media Revolution  What Happens on the Internet in 60 Seconds  Where Do Good Ideas Come From
    4. 4. What’s Jewish About Social Media? Communal values – Nation of Priests (everyone’s a writer, rabbi or activist)  V’ahavtal’re’akhakamokha  Kolyisraelareyvimzehla’zeh  Al tifrosh min hatzibbur Educational values - At p’takh lo  Asehlekharav  “Much have I learned from my masters, & more from my colleagues than from my masters, & from my disciples the most.” –R. Hanina (Ta’anit 7a) Social/family values • Jewish geography • See what your children are doing when they don’t call • TMI/ no boundaries, but it’s all in our own best interests
    5. 5. Sharing is Caring (but also a chance for engagement)
    6. 6. Connection & Communication
    7. 7. From “Top-Down” to “Up and Out!”  Used to be just top-down:  hierarchy  undemocratic  user impact: low  Now also bottom-up:  peer reviews  consumer feedback  invested “prosumer” class  Next phase: Wonkavator /64/76/4664763_std.jpg
    8. 8. Ideas That Come From the People  Yitro – justice system  Tzelophehad’s daughters shifting inheritance laws  2.5 tribes stay on the other side of the Jordan  Golden Calf  Aaron’s sons bringing a strange fire  Korach’s rebellion
    9. 9. “The Future Cannot Be Crowdsourced”: Crowdsourcing a Response
    10. 10. Encounter •Healthy skepticism •First impressions – good or bad •Immersion can be “too soon” – you learn too much •Right organization/person at the wrong time is the wrong person/org •Sense that the person/project adds a unique value
    11. 11. Engagement • Connection • Interest • Dynamism • Sense of Humor • Relationship building through experiences
    12. 12. Deepening Relationship •Deeper investment – time & emotion •Working together •Partnership •Shared experience  creating history
    13. 13. Challenge •Period of instability •Moment of dissent or distress •“I am not your consolation prize” •Acknowledging when you’re wrong •Intense work to repair relationship •Showing value
    14. 14. Resolution •Trespasses forgiven •Equilibrium restored •Understanding •Compromises (sauce on the side) •Happy relationship
    15. 15. Network 1.0 - Local
    16. 16. Network 2.0, 3.0 & Beyond: Everywhere
    17. 17. Ideal: High Level of Visibility, Growing Engagement
    18. 18. Stalking Your Intended: Do the Social Media Research  Develop “ambient awareness”  Learn the language  Schedule “surveillance time”  Follow links, explore tools, read about social media use (Mashable, Inside Facebook, Tweetdeck, mobile apps)  Who’s doing it right? What can you “borrow” from them?  How are your “alpha users” using social media? (be where they are…)
    19. 19. Personal Training  Social media regimen/cultural immersion  Find time (coffee breaks, lunchtime, etc)  Check Twitter/Facebook page at least once a day  Read Tweetstreams or Status Feeds of people and orgs you’re following –begin to participate in conversations  Share a FB group or event with friends who are “hubs”  Ask questions (professionals/civilians) – asehlekharav
    20. 20. Tools: Facebook vs. Twitter  Facebook – distribution, sharing & discussion (deeper reach)     a newsroom the water cooler/break room Jewish geography: school/camp/uni reunion  Twitter - consumption & distribution (wider reach)     a cocktail party in a large room a convention a sports arena CNN news ticker
    21. 21. Tools: Google + &Pinterest  Google+:     video meeting center space to share articles of interest space for discussion? better way to organize friends?  Pinterest:  An online portfolio  A scrapbook  A design journal or interior decorating plan  Both: Basically a mystery to me
    22. 22. Tool: Storify
    23. 23. Tool: Tagboard
    24. 24. 5 Things You Can Do Now 1. Asehlekharav – both rav and rabim 2. Ulpan – learn the language 3. Think about social media as an outreach strategy and a conversation to build engagement 4. Create a content plan (w/flexibility to discard it) 5. Be open to input & inspiration from other places (share the spotlight, highlight strengths or distinctions)
    25. 25. Actions for Your School  Determine your institutional voice/s& value  How does your group serve the community?  Create your own FAQ  Define “compelling content” for your organization  Identify newsy angles for programs, use as hook to promote org in online conversations  Consider starting a blog, so you can host conversations  Asset Mapping  Who/what are your strongest resources? (include board members, parents, teachers & students)  Find “mavens”/hubs in your community, invite their feedback & partnership (donor cultivation, but not for $)  Consider inviting organizational assessment by a social media trainer
    26. 26. Content: Engaging Your Audience  Know what’s out there & how people are using it  Develop an invested audience     create riveting content be consistent and reliable with your messaging be willing to listen to feedback, and adapt accordingly provide a unique value  emotional /intellectual connection  speak to a shared passion – justice, equality, sports  personality, humor (snark)  Try new things to see what works
    27. 27. Content Strategy Checkpoint  If your organization had a blog, what would its purpose/mission statement be?  How often would you post?  What would your first five posts be about? (look to your history and also to what’s happening now)  Who would write them? (hint: consider a mix of voices, professional and lay, parent, teacher & student)  How would you promote them/get new readers?
    28. 28. How Do I Find Things to Post About?  Google Alerts / Google News Search (archives)  Stay tuned to Twitter, CNN, BBC, Facebook – what are people talking about, and how does it relate to your work?  Authentic lenses on passionate subjects  Connect with educators’ networks (PARDES, RAVSAK, JEDLAB)
    29. 29. Today’s networks  Not just the people we see every day  Geography is incidental  Extension of Jewish geography – shtetl goes global
    30. 30. How is social media like Jewish summer camp?  Summer camp:     Immersive limited duration “bonds that last a lifetime” – most impactful J experience Freedom, adolescence, experimentation  Social media:     immersive Can be continuous if developing relationships well Different kinds of relationship experiences Freedom - sometimes frightening, but can be a blessing
    31. 31. Telling the Story  What is your organization’s story?  Current characters  Origins story – feed the hunger for history  Who are your consumers/ audiences/fanboys?  What do “your people” value?  Give them what they want, and they’ll give you what you want
    32. 32. Tools & Resources • NLE Resources? • Free webinars from and Wild Apricot • Inside Facebook and Mashable newsletters (for social trends/literacy in social media tools and shifts) • eJewishPhilanthropy, Google Alerts, Wired, Fast Company, Harvard Business Review, Pew Internet Study - articles of interest • Manifesto: Social Media for Jewish Organizations (My Urban Kvetch) • Wanted: Jewish Leaders for the Digital Age (Ha’aretz) • Here Comes Everybody – Clay Shirky • Empowered Judaism – ElieKaunfer • Linchpin – Seth Godin
    33. 33. @EstherK     (including YouTube list of social media related videos) 