AJFCA Social Media Slides

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Slides from Lisa Colton's presentation at the Assoc of Jewish Family and Children's Agencies in Chicago, 2009

Slides from Lisa Colton's presentation at the Assoc of Jewish Family and Children's Agencies in Chicago, 2009

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  • 1. standing together. moving forward. DARIM ONLINE Overview • Social media definitions and theory Understanding Social Media & • How to think strategically about social media tools Its Impact on Your Agency • Social technographics • What does it mean for your work? Lisa Colton Founder and President, Darim Online • Examples of social media tools lisa@darimonline.org 434.977.1170 • Common challenges INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Be Goal Oriented Communication Revolution • Technology is a tool. • Success of a tool is if it helps you achieve your goals. • Thus, critical to know your goals and then determine which tool(s) to used in which ways. INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 1
  • 2. DARIM ONLINE DARIM ONLINE Communication Revolution What is Social Media? The Term “Social Media” refers to online tools (web sites) that depend on user contributions and interactions between people to build shared meaning and value. It is: • Participatory: It blurs the line between producer and consumer, media and audience. • Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy. • Conversational: Two (or more) way conversation rather than one- directional broadcast. Is personal, specific, and engaging. • Communal: Supports formation, growth and strength of communities around a particular shared interest. • Connected: Thrives on being connected, making use of links to other sites, resources and people, rather than being territorial and proprietary. INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Do You See This Evolution in Your Work? Institutions -> Collaborations CONTENT CONNECTIONS Institution COLLABORATIONS Huge resources spent to coordinate Add coordination to the infrastructure & bring people into the institution of the group - more results, less cost. Bring the “problem” to the people. INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 2
  • 3. DARIM ONLINE DARIM ONLINE Examples of Social Media Tools BLOG • Blogs • Social Networking • WIKIs • Online video • Microblogging (Twitter) http://www.commoncraft.com/blogs INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Examples: www.jcarrot.org Taking the Learning Outside of the Walls • Blog of Hazon (Jewish • CBI Preschool food, environmental • Share what’s going bike rides, etc.) on inside with • Specific focus, interested parties integrating two outside interests. • Building a brand -- • Reinforce learning connections into other at home programs. • Demonstrate value • Empowering and beyond the obvious energizing a • Embed video movement. INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 3
  • 4. DARIM ONLINE DARIM ONLINE Avi Chai - Educational Technology (P2P) Anatomy of a Blog http://edtechexp.blogs • Title, date, author pot.com/ • Sharing experience • Links to other sites • Documentation and bloggers • Collaboration • Wide audience • Quotes from other sources • Listing of recent comments made INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Anatomy of a Blog, cont… Anatomy of a Blog, cont… • Add a comment • Number of comments • Blog roll • Subscribe to RSS feed icon • Categories and tags • Recent posts • Search box • Tag cloud www.tagcrowd.com INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 4
  • 5. DARIM ONLINE DARIM ONLINE RSS -- Really Simple Syndication RSS - Aggregating Content • 115 million + blogs • This is Lisa’s Google • Old way: go OUT to blogs and news sites Reader. and check periodically for new and • Like “bookmarks”, left side interesting content. This requires time and shows list of feeds she’s initiative. subscribed to, with new • New way: RSS allows you to subscribe to posts in bold. your favorite sources of content, and new • Can read excerpt or full content is delivered to you in your “reader” posting within the RSS window. reader. • Many sites have icons that allow you to • Aggregates what you’re subscribe in one click. Look for these interested in to save time icons. and bring the things you • For an RSS video, visit: care about to you. http://www.commoncraft.com/rss_plain_english INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Blogging Resources SOCIAL NETWORKING • Free or low cost blogging platforms: • Social Networking builds – www.blogger.com online communities of people – www.wordpress.com who share interests and • RSS readers: activities. – www.bloglines.com • Social Capital is the value of – www.google.com/reader the connections between and • Books: among social networks for – The Blogging Church increasing productivity, – Naked Conversations spreading information, and locating desired resources. INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 5
  • 6. DARIM ONLINE DARIM ONLINE Social Networking Productive, not just Social • Facebook profile & news feed • Connect with friends and colleagues; • “Solidify” relationships; • Affiliate with groups and causes; • RSVP for events; • Very “sticky” INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Facebook: Groups Facebook Pages • Individuals • Organization’s become “profile” “members” • Updates are • News, events, added to “fans’” “wall”, photos and news feed videos • News, events, • Bottom-up photos, video, • Needs facilitation wall, etc. • Statistics, reporting, searchable. INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 6
  • 7. DARIM ONLINE DARIM ONLINE Facebook Causes Digital Intimacy and Ambient Awareness • Causes is an • See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, application 2008 http://tinyurl.com/6fsll6 • Users can JOIN a • Small bits of information add up to a cause, DONATE stronger relationship • Implications for community building, (thru Network For staff relationships, team cohesion, Good), and recruit board engagement, volunteer and others to the cause. donor recruitment and engagement, etc. • Works well for • If you are in the business of specific campaigns relationship building, this is one of your most powerful tools. • Spread virally • Birthday function INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE WIKIS What is a Wiki? Why Do I Need One? • A wiki is a collaborative online workspace where Old Way New Way members can add and edit content easily. Wikipedia is the most commonly known wiki. • Wikis can be private or public, and have a variety of permissions. • “Wiki” means “quick” in Hawaiian. WIKI INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 7
  • 8. DARIM ONLINE DARIM ONLINE Wikis How to Add to a Wiki • Wikipedia is an • Click “edit this page” example • Any user can add, • Use a WYSIWYG edit or delete pages toolbar like a Word doc (if you give permissions) • Click “save” • Shows history of changes • Powerful collaboration tool INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Uses of Wikis Permissions • Drafting grant • Totally open proposals or reports • By invitation only • Project plans for a distributed team • Request to join • Storage of documents • Anyone can view, to be accessible from only members can anywhere edit • Central repository for ideas, brainstorms, etc. • Your experiences? INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 8
  • 9. DARIM ONLINE DARIM ONLINE Wiki Resources Video • Wikispaces.com • AJWS produced a series of videos with See3.net • Free basic account • Volunteer/donor focus to tell a story from the first person • $10-50/yr for private, • http://www.youtube.com/watch?v=-wQgm2e1IHk on own domain, remove ads • See TechSoup.com/stock for nonprofit discounts INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE What is “Video”? “Casual” and humor are still powerful http://www.youtube.com/wath?v=WIvmE4_KMNw&e http://www.youtube.com/watch?v=TJRxR4VzwCE&e INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 9
  • 10. DARIM ONLINE DARIM ONLINE Tie Video to Mission and Goals Video: How to Start • Reduce barriers to participation • Inexpensive to make and host: – UJC - video about Super Sunday – Flip video camera: About $150, no cables, no tapes. Sony also makes similar. – Obama campaign about volunteering – Upload to YouTube.com, Vimeo.com, DoGooder.tv – Embed in free platforms: Blogs, Social Networking Sites, etc. – Anticipate what barriers might be • Engage on a personal and emotional level (humor, intensity, authenticity) • Take footage everywhere, label well! • Demonstrate the mission rather than “telling” it (e.g. AJWS) • Telling a story is more important than professional production • YouTube.com Channel • Keep it focused and brief – http://www.youtube.com/user/92ndStreetY – No more than 3 min for viral distribution • Google Checkout for donations, link to main web site, comments, • Great sound is more important than great visuals. subscribers, etc. – Consider an external microphone. – http://www.youtube.com/user/HadassahIntl • Chicago-based www.See3.net/guide is really useful. • About research, Young Hadassah Leadership Board, Makes activities in – (They also do video and web production work.) Israel vivid INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Twitter • “These technologies Twitter is a social networking and micro-blogging service are helping us to that allows users to send and read other’s updates create an information (“tweets”), which are text posts of up to 140 characters. and intimacy revolution, not driving us to interact less as Updates are displayed on the user's profile page and some purport.” instant messaging, SMS (text msg on phone), RSS, email • 140 characters or through an application such as Twitterrific or Facebook. delivered to web, IM or txt on your phone. • Social and professional INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 10
  • 11. DARIM ONLINE DARIM ONLINE Examples of Twitter Tools and Skills Sharing Knowledge Promotion/Marketing “These technologies are helping us to create an information and intimacy revolution, not driving us to interact less as some purport.” Keeping Up with Friends - Jake Brewer on Beth Kanter’s blog (beth.typepad.com) INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES DARIM ONLINE DARIM ONLINE Next Steps Start Listening • Your job is to understand the • Search for your org to see movement that’s underway, and what people are already doing explore how to participate in it BOTH as a user/participant, and as a and saying representative of an organization. • Sign up for Google Alerts • Homework: start to play! Report back (www.googlealert.com) to me and each other what you learn, enjoy, discover, try… You may not “get • Search Technorati.com for it” until you jump into it. your organization • Talk to each other about what you’re • Find opportunities to ask doing and what is working well and questions and listen to what why. your constituents want and need. Photo credit: Banlon1964, Flickr INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 11
  • 12. DARIM ONLINE Q/A and Discussion INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES 12