Biennial sm intensive
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  • 1. URJ BIENNIAL SOCIAL MEDIA INTENSIVE Lisa Colton President, Darim Online Chief Learning Officer, See3 Communications lisa@darimonline.org @darimonline #URJsm
  • 2. Details…. Slides are posted online – see handout for link! Tweeters: #URJSM if you’re tweeting about this session We’ll peek in on the tweets from time to time!
  • 3. ROVERS! • Alex Gelman, Assistant Director of URJ Camp Harlam • Patrick Stanley, NFTY Online Communications Coordinator • Mike Fuld, NFTY Regional Director of Youth Engagement • Marissa Frankel, Assistant Director of Eisner Camp • Jane Herman, URJ Executive Writer and Editor
  • 4. Traditional Mindset: Hub & Spokes
  • 5. Network Mindset “connect and collaborate” rather than “command and control”
  • 6. 5 New Rules of the Game ATTENTION LISTEN BE REAL DEEPEN ADD VALUE
  • 7. #1 THIS IS AN ATTENTION ECONOMY
  • 8. #2 Listen Temple Israel, Memphis Facebook Page
  • 9. … Be Social Temple Israel, Memphis Facebook Page
  • 10. Bring Your Social Skills!
  • 11. #4: BE REAL
  • 12. Voice: Sixth & I Synagogue in DC
  • 13. Make it Personal
  • 14. Make it Personal
  • 15. #4: DEEPEN Temple Beth Abraham in Tarrytown, NY
  • 16. Ask Questions! Congregation Beth Israel, San Diego
  • 17. INVITE DEEPER CONNECTION BUILD A CULTURE
  • 18. #5: ADD VALUE
  • 19. Social Content is Social Capital • Social Capital is the value of connections between and among nodes in social networks. • Content should be newsworthy, unique, controversial, timely immediately useful and/or funny. • 12:1 ratio of adding value.
  • 20. Add Value
  • 21. FIND YOUR VOICE
  • 22. CHEVRUTA • If you were a celebrity, who would you be? • If you were a car, what would you be? • If you were a color, what color would you be? TURN TO YOUR NEIGHBOR, INTRODUCE YOUSELF, AND DISCUSS THE VOICE OF YOUR CONGREGATION.
  • 23. Case Study: The Social Sermon By Rabbi Paul Kipnes, Congregation Or Ami, Calabasas, CA rabbipaul@orami.org http://rabbipaul.blogspot.com/
  • 24. How a Whole Congregation Wrote its Rabbi's Yom Kippur Sermon
  • 25. How a Whole Congregation Wrote its Rabbi's Yom Kippur Sermon It seemed so lazy... But it really took a lot more work
  • 26. How a Whole Congregation Wrote its Rabbi's Yom Kippur Sermon It seemed so lazy... But it really took a lot more work AND IT WORKED.
  • 27. Congregation Or Ami Congregants Tell their Own Stories • David Sackman - On the Hardship of Financial Ruin • Eric and Jill Epstein - On the Challenges of Raising a Child on the Autism Scale • Mike Moxness with Debbie Echt-Moxness - On Living On After a Diagnosis of Cancer • Hedi Gross' Presidential Speech - A Spiritual Journey
  • 28. LESSONS LEARNED • Social Sermons Work • Jewish TED Talks Inspire • Rabbinic Tzimtzum (contraction) Fosters Deep Reflection • Weaving in New Technologies and Methods Animate Communities
  • 29. Mike Moxness with Debbie Echt-Moxness - On Living On After a Diagnosis of Cancer
  • 30. BREAK 10 minute break. Second half: - Tachlis Tips for Your Channels - Integrating Social Media - Personal Learning Networks - Case Study from Lindsay Ganci
  • 31. SECOND HALF AGENDA • • • • • • Decoding Twitter Punchlist for Channels Content Curation Designing For Social Personal Learning Networks Case Study from Lindsay Ganci
  • 32. Twitter Vocabulary @ denotes username RT = “ReTweet” MT = “Modified Tweet” DM = Direct Msg # denotes hashtag
  • 33. HASHTAGS! #URJBIENNIAL
  • 34. Listening on Twitter: Mentions When people are talking TO you or ABOUT you. Based on your settings and tools, you’ll get a notification when someone mentions you
  • 35. ESTABLISHING YOUR ACCOUNT Username, image, description.
  • 36. Username www.facebook.com/username
  • 37. COVER PHOTO AND PROFILE PIC
  • 38. Description Remember: Who is your audience? What do they need to know, feel and understand?
  • 39. New: Ratings
  • 40. Facebook Insights: USE THEM!
  • 41. ENGAGEMENT, NOT LIKES! Likes -> Reach -> Engagement -> Action/Impact Likes < Reach Reach < Engagement
  • 42. What Do You Need to Scaffold? #UJAEVENTS @LISACOLTON
  • 43. LIST 3 GOALS FOR YOUR CONGREGATIONAL SCAFFOLDING CHEVRUTA: WHAT IS YOUR GOAL? WHAT ARE YOU SCAFFOLDING? WHAT WOULD THE CONTENT BE? WHERE WILL YOU FIND IT? HOW WILL YOU CREATE IT?
  • 44. CONTENT CURATION is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.
  • 45. "Curation comes up when search stops working…[and] when people realize that it isn't just about information seeking, it's also about synchronizing a community.” -Clay Shirky
  • 46. Curation Examples Be intentional: Where are you bringing them? What are you saying about yourself?
  • 47. Pinterest
  • 48. Pinterest Create your own pins Get your content shared Curate from other sources
  • 49. Crowdsource with Tagging
  • 50. DESIGNING FOR SOCIAL • Don’t be a bullhorn • Integrate with programs, goals, strategies • Be people focused, not institutionally focused
  • 51. Instagram • Content capture • Sync with other channels to leverage content and amplify • Market hashtag!
  • 52. CONNECTING ON SITE AND ONLINE Beth El Synagogue Center #UJAEVENTS @LISACOLTON
  • 53. Design For Social
  • 54. CREATE SHAREABLE CONTENT Hint: often about shared values and human insight, not org-focused.
  • 55. ACCESSIBILITY: Convenience of today’s online social tools VALUE: Resources, answers, insight, inspiration. SOCIAL: Relationships, dialogue, community Personal Learning Networks
  • 56. Some Social Media Venues
  • 57. Getting Started • • • • • • • • Find a Few Different Relevant Venues Set a Manageable Amount of Time Learn Communal Norms Be Generous Post Resources Accept Offers To Help Engage in Conversation Be Playful & Positive
  • 58. Facebook Groups: JEDLAB
  • 59. Facebook Groups: Darim Educators
  • 60. Twitter: #JED21
  • 61. Skills: Tag People
  • 62. Lindsay Ganci Director of Youth Engagement The Community Synagogue Port Washington, NY LGanci@commsyn.org 516.883.3144 ext. 330 @LEPGanci www.facebook.com/POWTYYouthPrograms
  • 63. Who Am I? Kids & teens I work with want to connect to the real me – so I’ve got to share who that person really is!
  • 64. How I use social media to connect to youth Jewishly… Generate excitement about travel to Israel! Share praise for participation in Hebrew high school and life cycle events! `````` community local Pump up participants and about teen participation in our and regional Jewish programs!
  • 65. How I use social media to connect to Jewish teens as their whole selves! Spread the word: I like spending time With our teens and miss them when we’re on school breaks! Wish them luck on standardized tests! Share with the twitterverse that you spend time with them, In the synagogue & outside! connect Share excitement for their Accomplishments and involvement outside the synagogue community Pay attention to their unique interests & using them!
  • 66. Active Steps Towards Relationship Development & Engagement through Social Media Birthday shoutouts! Making teen participants Feel appreciated! Praise for participation and activism inspire future participation!
  • 67. Active Steps Towards Relationship Development & Engagement through Social Media Use social media to share the fun we have in our youth program! Connect to teens personally, acknowledging and appreciating everything they care about… not just Judaism!
  • 68. Share photos, photos, and more photos!! I share (lots of) Photos and generate excitement! POWTY parents help to spread the word about our programs when they share my posts!
  • 69. Speak their language Facebook and Twitter are just the beginning… Get on Snapchat & Instagram! Generate memes! Connect to and engage more participants using these tools.
  • 70. Why everyone on your congregation’s staff team should be creating connections with social media: Event promotion is just the beginning! Share successes… everyone wants to know!
  • 71. Why everyone on your congregation’s staff team should be creating connections with social media: Share holiday wishes and deepen connections and relationships! Send a message about what your congregation stands for! Motivate “friends” and “followers” towards tikkun olam action, creating opportunities for togetherness!
  • 72. Why everyone on your congregation’s staff team should be creating connections with social media: Social media can be used to deepen engagement and relationships… …and teen response is the proof!
  • 73. Don’t Stop Now!