UpStart Bay Area - Haas Fellows (April 8, 2014)

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Social media context, best practices and highlights toward better storytelling and more effective social media engagement...

Social media context, best practices and highlights toward better storytelling and more effective social media engagement...

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  • No linkbaiting – don’t write Angelina Jolie in a post unless you’re actually writing about AJ.

Transcript

  • 1. UPSTART BAY AREA – HAAS INNOVATION & LEADERSHIP NETWORK FOR EXECUTIVE DIRECTORS Esther D. Kustanowitz April 8, 2014
  • 2. YOUR QUESTIONS (WE WILL ANSWER THROUGHOUT)  What are some simple routines to try/actions to take that take modest amounts of time?  What are the best platforms for us, the small Jewish nonprofits?  How much time and staff energy should one devote to them?  Is Facebook good? Should we be paying for boosts?  What is the goal or outcome for social media efforts?  Other questions?
  • 3. CULTURE OF SOCIAL MEDIA STORYTELLING: “TOP- DOWN” TO “UP AND OUT!”  Online engagement THEN:  hierarchical  undemocratic  user impact: low  You’d buy what they’re selling, or you wouldn’t  NOW:  peer reviews  consumer feedback & interaction  invested “prosumer” class affects marketing, popularity, troubleshooting  “Inside the Wonkavator” – stories come from, and go, anywhere  IT’S ALL ABOUT THE RELATIONSHIP http://content9.flixster.com/question/4 6/64/76/4664763_std.jpg
  • 4. INITIALENCOUNTER •Healthy skepticism •First impressions •Immersion - “too soon?” •Right org/person at the wrong time is the wrong person/org •Sense that the person/project adds a unique value
  • 5. DEEPENINGENGAGEMENT • Connection • Interest • Dynamism • Sense of Humor • Shared experiences • Building relationships
  • 6. DEEPENINGRELATIONSHIP •Deeper investment – time & emotion •Working together •Partnership •Shared experience  creating history
  • 7. CONFLICTORCHALLENGE •Period of instability •Moment of dissent or distress •“I am not your consolation prize” •Admitting when you’re wrong •Intense work to repair relationship •Showing value
  • 8. RESOLUTION •Trespasses forgiven •Conflict resolved •Understanding •Connected for life •Compromises (sauce on the side)
  • 9. WHAT’S THE POINT (GOAL/OUTCOME)?  Connect and Engage Toward Deeper Relationships  Communicate organizational message  Let your audience know what you’re about  Be available for their questions and feedback – open, multi-directional channel  Deepen their engagement toward action  Engage them as stakeholders, empower them to share your message  Should my nonprofit organization be on Facebook? (short answer: probably/yes) http://ejewishphilanthropy.com/should-my-synagogue-or-jewish-nonprofit-go- on-facebook/
  • 10. IS FACEBOOK ADVERTISING WORTH IT FOR SMALL/JEWISH NONPROFITS?  Bad news: Recently, a study revealed that Facebook page organic reach went from an average of 12.05% in October, 2013 to 6.15% in February, 2014.  OK news: When compared to traditional advertising like television, radio or print, Facebook is more affordable and more targeted.  Sources:  Your Facebook Page’s Organic Reach is About to Plummet – SocialMediaToday.com  Why you should spend $1/day on Facebook ads – Moz.com (their motto: TAGFEE: Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional)
  • 11. SIMPLE ROUTINES TOWARD SOCIAL MEDIA LITERACY & STRATEGY  Social Media Tourism  Learn the language  Get recommendations from your friends who have been there  Visit Exotic Twitterland  Social Media Personal Training Train for the marathon (work up to it) Devote some time every day – plan into the schedule Alternate types of exercise (so you don’t get “bored) Find a workout buddy
  • 12. YOU DON’T HAVE TO BE EVERYWHERE AT ONCE… Because you can’t…there’s a lot out there… •Assess what your capacity is for media outreach (financial & human resources) •Choose a few tools that make sense for your audience, focus on them •Always stay informed of new things as they come up (Instagram was new once) •Asehlakhemrav (find a resource)
  • 13. THERE IS NO “BEST” OR “IDEAL”  Measuring success depends on your goals & priorities:  Number of followers/likes on a page/profile  Number of engaged followers (consistently “liking,” commenting or RTing your messages)  Followers who “break the fourth wall,” interacting like stakeholders instead of consumers  Members in your organization  Fundraising or sales  Awareness  Participation in events and initiatives (in-person and online)  Engaging volunteers, recruiting to board/donors
  • 14. IDEAL LENGTH FOR ONLINE ENGAGEMENT
  • 15. IDEAL LENGTH BREAKDOWN & ANALYSIS “Solid research exists to show the value of writing, tweeting, & posting at certain lengths.” -Fast Company*  Blog post– 7-minute read (about 1600 characters) 40-55 characters/8=11 words per line  Facebook – 40 characters or fewer  Twitter - around 100 characters – w/spike in RTs among those between 71-100 characters  Google Plus – fewer than 60 characters  Headlines – 6 words  Email subject header – 28-39 characters  More in article (TED talks, domain names, etc)  *Notes:  Above quote = 48 characters  Research didn’t focus on Jews/nonprofits
  • 16. WHAT STORIES ARE YOU TELLING TO THE PEOPLE YOU’RE “IN RELATIONSHIP” WITH?  The organization or program itself?  An event?  The speakers/attendees at an event?  What makes your program different from all other programs?  How can you show as well as tell your story? (video, photos, etc)  How can you engage the audience in a way that transforms them from “readers” to co- storytellers, invested partners, prosumers?
  • 17. CONTENT CREATION TIPS = HUMAN ENGAGEMENT TIPS (Treat your online constituents like they’re offline…)  Content is storytelling  Show, don’t tell – words can be pictures  Riveting content is  Current/topical  Consistently on-message  Deepens relationship  Provides a unique value  emotional /intellectual  shared passion – justice, equality, sports  Distinctive tone, personality, humor
  • 18. WHERE DOES CONTENT COME FROM?  Google Alerts / Google News Search (archives)  Stay tuned to Twitter, CNN, BBC, Facebook – what are people talking about? How does it relate to your work?  Authentic lenses on passionate subjects  eJewishPhilanthropy.com, Harvard Business Review, Jewish Journal, LA Times, venues you’d like to be published in, etc  Newsle, Nuzzel, content aggregators
  • 19. HOW OFTEN TO POST? (GENERAL GUIDELINES TO START) Blog • Ideal: 1- 2x/week • Realistic: regularly Facebook • Ideal: 3- 5x/week • Realistic: 1x/week Twitter • Ideal: 1- 3x/day (depends on audience/co ntent) • Realistic: 3x/week
  • 20. TOOLS & RESOURCES • Free webinars from DarimOnline.org and Wild Apricot • Inside Facebook and Mashable newsletters (social trends/literacy in social media tools) • eJewishPhilanthropy, Google Alerts, Wired, Fast Company, Harvard Business Review, Pew Internet Study - articles of interest • Manifesto: Social Media for Jewish Organizations (My Urban Kvetch) • The Future of Jewish Journalism (Or Anything Else) (eJewishPhilanthropy) • Wanted: Jewish Leaders for the Digital Age (Ha’aretz) • Here Comes Everybody – Clay Shirky • Empowered Judaism – ElieKaunfer
  • 21. 5 THINGS YOU CAN DO NOW 1. Set up some Google Alerts 2. Sign up for eJewishPhilanthropy& Fast Company emails (or more) 3. Brainstorm ways you can create more engaged “prosumers” 4. Create a content plan that includes varied types of content, media and voices 5. Be open to input & inspiration from other places (things you see on the street, parenting, pop culture trends, etc – great for SEO, when organic & non-exploitative)
  • 22. STAY IN TOUCH – I SEEM TO BE ON THE INTERNET @EstherK Esther.Kustanowitz@gmail.com