SRF - Social Media Aleph

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SRF - Social Media Aleph

  1. 1. Online Tools for Communication in the 21st Century Lisa Colton Founder & President Darim Online [email_address] 434.977.1170
  2. 2. Overview <ul><li>Communications Revolutions </li></ul><ul><li>Exploring new models </li></ul><ul><li>What is a 21st century Rabbi? </li></ul><ul><li>Social media characteristics </li></ul><ul><li>Case studies </li></ul><ul><li>Web Sites & eNewsletters </li></ul>
  3. 3. Communications Revolution
  4. 4. Communications Revolution
  5. 5. What is Social Media? <ul><li>The Term “Social Media” refers to online tools (web sites) that depend </li></ul><ul><li>on user contributions and interactions between people to build shared </li></ul><ul><li>meaning and value. It is: </li></ul><ul><li>Participatory : It blurs the line between producer and consumer , media and audience. </li></ul><ul><li>Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy . </li></ul><ul><li>Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging. </li></ul><ul><li>Communal: Supports formation, growth and strength of communities around a particular shared interest. </li></ul><ul><li>Connected: Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary. </li></ul>
  6. 6. Social Capital <ul><li>Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. </li></ul><ul><li>Examples to share? </li></ul>
  7. 7. Old and New Paradigms Institution Huge resources spent to coordinate & bring people into the institution Institution acts as the coordinating infrastructure to support and empower the people “ Social media means ‘ group action just got easier’ ” - Clay Shirky
  8. 8. Applying Innovation to Existing Models
  9. 9. Sometimes Requires Redesigning The System
  10. 10. Question Assumptions <ul><li>Who is on the bima? </li></ul><ul><li>What is dynamic between Rabbi and congregation? </li></ul><ul><li>How do youth and adults learn? </li></ul><ul><li>Where are people willing to contribute their energy and attention? </li></ul>
  11. 11. What is a 21st Century Rabbi? <ul><li>With fundamental shifts in how people form identity, allocate their time and resources, find information and build community, what is the role of the 21st century Rabbi and synagogue? </li></ul>
  12. 12. Be Goal Oriented <ul><li>Technology is a tool. </li></ul><ul><li>Success of a tool is if it helps you achieve your goals. </li></ul><ul><li>Thus, critical to know your goals and then determine which tool(s) to used in which ways. </li></ul>
  13. 13. Thinking Strategically: POST <ul><li>P EOPLE: Identify audience(s) </li></ul><ul><ul><li>Understand their technographics profile </li></ul></ul><ul><li>O BJECTIVES </li></ul><ul><ul><li>What are you goals and objectives for this audience? </li></ul></ul><ul><ul><li>Listening to needs, energizing alumni, connecting like minded people… </li></ul></ul><ul><li>What is the S TRATEGY to reach these goals? </li></ul><ul><ul><li>A plan (with room to grow) </li></ul></ul><ul><ul><li>Implications of the plan (privacy policies, training, etc.) </li></ul></ul><ul><ul><li>Who is in charge? Who is participating? </li></ul></ul><ul><ul><li>How to evaluate vendors/products </li></ul></ul><ul><li>Determine the specifics of the T ECHNOLOGIES </li></ul><ul><li>you’ll use. Implement, measure, refine! </li></ul>
  14. 14. Using Networks Smartly Unaffiliated but strongly connected. Prospective members! Affiliated, but not well connected to the community as a whole. At risk for dropping dropping out at key moments, & good focus for engagement. These are your 80/20 people: Mavens and Connectors More effective at Expanding our Reach than the “ institution”. Circle represents current “community”, the tight(er) inner network. In general, the thicker the interior network, the stronger the community.
  15. 15. Ambient Awareness <ul><li>See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008 </li></ul><ul><li>JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw </li></ul><ul><li>“ Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED </li></ul>
  16. 16. Temple Sinai, Oakland, CA: Facebook <ul><li>Facebook strategy </li></ul><ul><li>Listening carefully, capitalizing on opportunities </li></ul><ul><li>Little time, great skill, prioritization </li></ul><ul><li>Integrated with other marketing & communications </li></ul><ul><li>Human and personal </li></ul>
  17. 17. Listening Skills
  18. 18. Beth Israel, VA: Preschool Blog <ul><li>CBI Preschool </li></ul><ul><li>Share what’s going on inside with interested parties outside </li></ul><ul><li>Reinforce learning at home </li></ul><ul><li>Demonstrate value beyond the obvious </li></ul><ul><li>Embed video </li></ul>
  19. 19. Sixth and I Synagogue, DC: Twitter
  20. 20. Official and Unofficial Outposts Find relevant conversations and contribute value
  21. 21. A Note on Staffing (Temple Israel, Memphis) <ul><li>This is everyone’s job </li></ul><ul><li>Who is responsible? </li></ul><ul><li>3) Internal communications </li></ul>
  22. 22. Web Sites and e-Newsletters <ul><li>On one foot: Necessary but not sufficient </li></ul><ul><li>Still first point of contact for many </li></ul><ul><li>Home base for basic information </li></ul><ul><li>Portal to social media: </li></ul><ul><ul><li>List usernames/links/invitations on web site and other media </li></ul></ul><ul><ul><li>Tease blog posts or other activity in e-newsletter </li></ul></ul><ul><ul><li>Keep community/social capital mindset </li></ul></ul><ul><ul><li>Well structured, user experience is everything </li></ul></ul><ul><ul><li>Make it easily accessible via mobile </li></ul></ul>
  23. 23. It’s About Technology… AND MUCH MORE. <ul><li>Tools & Skills </li></ul><ul><li>Org & community culture </li></ul><ul><li>Business strategy </li></ul><ul><li>Staffing & priorities </li></ul><ul><li>Understanding the paradigm shift </li></ul><ul><li>Everyone’s business </li></ul><ul><li>What does the synagogue of the 21st century look like? </li></ul><ul><li>How do we get there? </li></ul>

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