UJA Wiener Center Social Media 2-3-2010


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Lisa Colton presentation to synagogues at UJA Feb 2, 2010

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UJA Wiener Center Social Media 2-3-2010

  1. 1. The Commandments of Social Media: Strategy, Tools and Culture Presented by Lisa Colton, Founder & President Darim Online [email_address] 434.977.1170
  2. 2. Agenda <ul><li>Communications Revolution </li></ul><ul><li>Social Media Basics </li></ul><ul><li>Impact on Your Web Site </li></ul><ul><li>Building Blocks of Social Media Participation </li></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Engaging </li></ul></ul><ul><ul><li>Social Content </li></ul></ul><ul><li>Integration With Web Site </li></ul>
  3. 3. <ul><li>COMMUNICATIONS REVOLUTION </li></ul>
  4. 4. <ul><li>COMMUNICATIONS REVOLUTION </li></ul>
  5. 5. <ul><li>Characteristics of Social Media </li></ul><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. <ul><li>It’s a Tool </li></ul>Success of the 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.
  7. 7. <ul><li>GROUNDSWELL’s P.O.S.T. </li></ul><ul><li>P EOPLE: Identify audience(s) </li></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>What are your audience’s goals? </li></ul></ul><ul><li>What is the S TRATEGY to reach these goals? </li></ul><ul><li>Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine! </li></ul>
  8. 8. <ul><li>A Tool Can Be A Game Changer </li></ul>Traditional Media Brand in control One way / Deliver msg Repeat message Focused on the brand Educating Org creates content Social Media Audience in control Two way / Conversation Adapt the message Focused on the audience Influencing, Involving User and co-created content How are you adapting?
  9. 9. User Experience: Home Page Every page is a home page Every interaction is two-way
  10. 10. <ul><li>Have at least one “Donate Now” button on every page of your site. </li></ul><ul><li>Make it a graphic, not just words. </li></ul><ul><li>“ Donate Now” should take a user to the form - with NO INTERMEDIATE STEPS. </li></ul><ul><li>Limit choices on that page - if you have a gazillion funds, provide a link to another page (pop up is good) with info about those funds) </li></ul>Donation Tools
  11. 11. Storytelling is Cultivation
  12. 12. <ul><li>LISTENING </li></ul>Source: Flickr user andyadontstop
  13. 13. <ul><li>HOW TO LISTEN </li></ul>Keywords Influencers Staffing Who’s talking about you? Who’s talking about your field? What’s most important to your audience? Breadth, Depth, Reach Are you on their radar? What will they pass on? Who is listening? How do they respond? What are they learning? How do they pass on info?
  14. 14. <ul><li>Google Alerts </li></ul>
  15. 15. <ul><li>Open </li></ul><ul><li>Your </li></ul><ul><li>Ears </li></ul>Temple Israel, Memphis Facebook Page
  16. 16. <ul><li>Open </li></ul><ul><li>Your </li></ul><ul><li>Ears </li></ul>Temple Sinai, Oakland, CA
  17. 17. <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>Ambient Awareness
  18. 18. <ul><li>Twitter </li></ul>
  19. 19. <ul><li>How </li></ul><ul><li>To </li></ul><ul><li>Begin </li></ul><ul><li>Listening </li></ul><ul><li>Identify Keywords </li></ul><ul><ul><li>Key people’s names, URLs, related organizations, grantees, industry keywords, etc. </li></ul></ul><ul><li>Identify Key Influencers </li></ul><ul><ul><li>Who is sharing info on your industry </li></ul></ul><ul><ul><li>Who is connected to the audiences you want to engage with </li></ul></ul><ul><ul><li>Who are your online mavens and connectors (internal and external) </li></ul></ul><ul><li>Set up tools, people, communication </li></ul><ul><li>SocialFish offers Listening Audits </li></ul>
  20. 20. #1 Social media is continuing to evolve. Fast. ENGAGING
  21. 21. Red Cross
  22. 22. A Person, Not Just A Brand
  23. 23. <ul><li>Find places where your target audience goes. </li></ul><ul><li>Participate in the conversation. Add value, educate, include links. </li></ul><ul><li>Use your “listening” to identify these places. </li></ul>Unofficial Outposts
  24. 24. <ul><ul><ul><li>Respond when: </li></ul></ul></ul><ul><ul><ul><li>- Someone has given you a compliment; </li></ul></ul></ul><ul><ul><ul><li>- Someone has a valid complaint; </li></ul></ul></ul><ul><ul><ul><li>- You have something to offer; </li></ul></ul></ul><ul><ul><ul><li>- Information is incorrect. </li></ul></ul></ul>When to Respond
  25. 25. Real Life Example
  26. 26. <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>Content should be newsworthy, unique, controversial, timely immediately useful and/or funny. </li></ul><ul><li>1:12 or 1:20 ratio </li></ul>Social Content is Social Capital
  27. 27. <ul><li>Examples: </li></ul><ul><li>CNN iReport </li></ul><ul><li>Tags in Flickr, blogs, Youtube </li></ul><ul><li>Crowdsource by asking questions (learn, connect, engage, respond) </li></ul><ul><li>Guest bloggers </li></ul><ul><li>Hashtags on Twitter </li></ul>Invite User Generated Content
  28. 28. <ul><li>“ Organizations no longer </li></ul><ul><li>have a monopoly on </li></ul><ul><li>organizing” </li></ul><ul><li>-Clay Shirky </li></ul>A Platform for Self-Organizing 1000 volunteers 10,000 donors 202 cities $700K+ raised What does this mean for synagogues?
  29. 29. Allow Users to Remix
  30. 30. <ul><li>Authenticity buys attention </li></ul><ul><li>How can you make your work personal? </li></ul>Social Means: Make It Human
  31. 31. <ul><li>Blog </li></ul><ul><li>Twitter (#beth53) </li></ul><ul><li>Facebook (Causes) </li></ul><ul><li>475 Tweets with the #beth53 </li></ul><ul><li>66 blog posts (others) </li></ul><ul><li>2047 clicks on the link </li></ul><ul><li>40% new donors </li></ul><ul><li>8 years -- guess total raised? </li></ul>Build on Relationships & Use Multiple Channels Beth Kanter is 53
  32. 32. Community Building Source: Flickr user JYRO
  33. 33. Community Building Source: Flickr user Rick Neves
  34. 34. Community Building Source: Flickr user divemasterking2000
  35. 35. <ul><li>P EOPLE: Identify audience(s) </li></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>What are your audience’s goals? </li></ul></ul><ul><li>What is the S TRATEGY to reach these goals? </li></ul><ul><li>Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine! </li></ul>REMEMBER: P.O.S.T.
  36. 36. <ul><li>Tangible </li></ul><ul><li>Donations </li></ul><ul><li>Leads </li></ul><ul><li>Subscribers </li></ul><ul><li>Members </li></ul><ul><li>Saved time saved cost </li></ul><ul><li>Increased hits/rank, PR </li></ul><ul><li>Action </li></ul>MEASUREMENT <ul><li>Intangible </li></ul><ul><li>Learning </li></ul><ul><li>Interaction </li></ul><ul><li>Engagement </li></ul><ul><li>Branding </li></ul><ul><li>Loyalty </li></ul><ul><li>Satisfaction </li></ul><ul><li>Feedback </li></ul>Source: KD Paine, a social media metrics expert.
  37. 37. <ul><li>Stay nimble - Change will continue </li></ul><ul><li>Know what you want to measure and how you’ll know if you’re successful </li></ul><ul><li>Think about staffing and guidelines </li></ul><ul><li>Address your whole culture, not just marketing & Fundraising. </li></ul>FINAL THOUGHTS
  38. 38. <ul><li>John Fitch’s Steam Engine </li></ul>
  39. 39. <ul><li>John Fitch’s Steam Engine </li></ul>