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JCPSC - Social Media Overview - April 21, 2010


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Presentation to Jewish Communal Professionals of Southern California

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JCPSC - Social Media Overview - April 21, 2010

  1. 1. JCPSC Webinar: Social Media Overview Esther D. Kustanowitz April 21, 2010
  2. 2. Our Goals <ul><li>To learn how social media can help support </li></ul><ul><li>Jewish projects, programs or organizations </li></ul><ul><li>and create stronger, more valuable relationships </li></ul><ul><li>with the people we serve </li></ul><ul><li>Context for the culture of social media </li></ul><ul><li>Introduce some social media tools and outlets </li></ul><ul><li>Find orgs, progs and initiatives using SM to strengthen presence, message, relationship </li></ul><ul><li>Culture and format of Facebook/Twitter </li></ul><ul><li>Intro to blogging theory, pitching projects to bloggers </li></ul>
  3. 3. EstherK, Why Are You Here? <ul><li>Nearly a decade of full-time Jewish non-profit experience </li></ul><ul><li>Self-taught tech </li></ul><ul><li>Social media does my PR while I sleep </li></ul><ul><li>Social media transformed my career, work, life  Los Angeles </li></ul>
  4. 4. Visualizing Social Media Culture <ul><li>Interactive community – Jewish framework </li></ul><ul><ul><li>כל ישראל ערבים זה לזה </li></ul></ul><ul><ul><li>אל תפרוש מן הציבור </li></ul></ul><ul><li>“ Social” = networks, personal recommendations most trusted (e.g. </li></ul><ul><li>Opportunity: crowdsource challenges, offer responses (“fairy godmother” - Best Buy ad – twelpforce ) </li></ul>
  5. 5. Information and Relationship Management <ul><li>It’s not about becoming: </li></ul><ul><ul><li>Your company’s IT specialist </li></ul></ul><ul><ul><li>“tech-savvy” </li></ul></ul><ul><ul><li>“a tech geek” </li></ul></ul><ul><li>It’s about learning the tools that help you: </li></ul><ul><ul><li>manage, organize and access information </li></ul></ul><ul><ul><li>manage, increase and deepen relationships </li></ul></ul><ul><ul><li>reach people where more of them are ( Social Media Revolution clip ) </li></ul></ul>
  6. 6. Social Media and Fundraising/Nonprofit Grassroots Mobilizing <ul><li>Beth Kanter dedicated her birthday to help send Cambodian students to school: goal $530, raised $4,540 (more at , @kanter) </li></ul><ul><li>CommunityOrganizer 2.0 blog </li></ul><ul><ul><li>“ A report by Lightspeed Research about what US consumers want from brands online - top demand is “to improve their knowledge.” Specifically, consumers want brands to offer relevant news and analysis, new ideas and thinking, useful applications that consumers can download, and to create a space where consumers can interact directly with the company or staff. This type of content moves a company way up on the  credibility scale.” - Deb Askenase (@askdebra) </li></ul></ul>
  7. 7. Social Media Aid to Haiti <ul><li>Social media allows aid offers to spread widely and quickly, but…. </li></ul><ul><li>…misinformation also spreads quickly </li></ul><ul><li>Ad Age (01-17-10) - </li></ul>
  8. 8. Social Media Aid to Haiti <ul><li>International Red Cross </li></ul><ul><li>Texting $10 at a time, automatically added to phone bills, raised over $10M (as of 1/15/10) </li></ul><ul><li>UPS </li></ul><ul><li>Announced $1 million in cash and in-kind donations to relief organizations. </li></ul><ul><li>On Twitter, incorrectly spread that UPS offered free shipping to Haiti for any box with a postage fee of $50 or less. </li></ul>
  9. 9. But the Good News Is… <ul><li>Corrections also spread quickly, making “damage control” much faster and easier </li></ul><ul><li>Social media savvy-folks like to be “in the know” – like a VIP info list </li></ul><ul><li>Creating trusted relationships with your clients establishes you as an authority/inside source </li></ul><ul><li>Trust brings referrals – forwarded emails, shared posts, retweets etc. </li></ul>
  10. 10. What’s Social About Social Media, Even Professionally <ul><li>What does “social” mean to you? </li></ul><ul><li>Friends </li></ul><ul><li>Trust </li></ul><ul><li>Events </li></ul><ul><li>Relationships </li></ul><ul><li>Connections </li></ul><ul><li>Be “in the know” </li></ul><ul><li>- Answers from a previous social media training for Jewish professionals </li></ul>
  11. 11. Effective Social Media Interactions Contain… <ul><li>Commitment to relationship-building </li></ul><ul><li>Collaborative spirit </li></ul><ul><li>Involvement in public infostream </li></ul><ul><li>Initiating & participating in conversations </li></ul><ul><li>Authentic voice </li></ul><ul><li>Adding value to public discourse, online & off (self-promotion is secondary) </li></ul>
  12. 12. Pitching Your Audience <ul><li>Every tweet, FB invite or blog post is an opportunity to connect with consumers – PR/add value </li></ul><ul><li>Knowing the audience, pitching appropriately – internally to your org / externally to bloggers </li></ul><ul><li>Adding value </li></ul><ul><ul><li>What you value </li></ul></ul><ul><ul><li>What your intended audience values </li></ul></ul><ul><ul><li>Universal values added: information, education, opinions, humor, commentary </li></ul></ul><ul><ul><li>“ Please give”  “Please receive” </li></ul></ul>
  13. 13. Social Media Immersion Process <ul><li>Research (Recon) </li></ul><ul><li>Understanding (Analysis) </li></ul><ul><li>Taking Action (Moving Ahead) </li></ul>
  14. 14. Research <ul><li>Develop “ambient awareness” of social media – schedule surveillance time </li></ul><ul><li>Follow links, explore tools that increase social media’s accessibility (Mashable, Inside Facebook, FB Connect, LinkedIn (#in),Tweetdeck, mobile apps) </li></ul><ul><li>Who’s doing it right? Visit social media of other organizations: what can you “borrow”? </li></ul>
  15. 15. Who’s Doing it Right? <ul><li>@SixthandI </li></ul><ul><li>@daroff </li></ul><ul><li>@Leahjones </li></ul><ul><li>@Kvetchingeditor </li></ul><ul><li>@BJPArchive * </li></ul><ul><li>@ROICommunity * </li></ul><ul><li>@ IKAR-LA * </li></ul><ul><li>@AWP_JCommunity* (Twitter starting, FB strongly underway) </li></ul><ul><li>@BI_NEXT </li></ul><ul><li>JTA’s Top Twitterers </li></ul><ul><li>* indicates past or current client </li></ul>
  16. 16. Sixth & I Synagogue Washington, DC <ul><li>Dynamic, multi-tiered presence: </li></ul><ul><li>FB fan pages for the synagogue , and for the “Sixth in the City” young professionals’ group </li></ul><ul><li>Tone is young, consistent, official - “the ‘gogue” </li></ul><ul><li>Events, graphics, pictures </li></ul><ul><li>Twitter – actively contributing to conversations (& also promoting events) </li></ul>
  17. 17. Facing Facebook: Strategy <ul><li>If not familiar FB, become familiar – ask someone (friend or consultant) for a tutorial, explore on your own </li></ul><ul><li>Group or Fan Page? </li></ul><ul><ul><li>Groups foster group discussion around a topic </li></ul></ul><ul><ul><li>Pages allow entities (public figures/organizations) to broadcast information to fans on their page, but not via direct FB mail </li></ul></ul><ul><li>Read the FB FAQs – official responses and user responses </li></ul><ul><li>Questions for your organization: </li></ul><ul><ul><li>Who will be responsible for posting content? How often? </li></ul></ul><ul><ul><li>What will the tone be? </li></ul></ul><ul><ul><li>Will you link FB with other social media (blog or Twitter)? </li></ul></ul>
  18. 18. Facebook: Being Professional <ul><li>Don’t clutter official FB pages (strange photos, Farmville, zombies etc) </li></ul><ul><li>Page should be consistent in tone with the organization (or have a reason why it’s not) </li></ul><ul><li>Do follow your instincts and personal experience </li></ul><ul><ul><li>Use what you like (discussing stuff on your friends’ walls, Scramble) </li></ul></ul><ul><ul><li>Don’t use what annoys you or others (Farmville) </li></ul></ul><ul><ul><li>Use what resonates or inspires you to action (reaching out to friends in need, Causes) </li></ul></ul>
  19. 19. Twittertech: Setup <ul><li>Goal: Listening , sharing, asking & responding </li></ul><ul><li>Listening & touring the site, becoming familiar with terms </li></ul><ul><ul><li>Replies/@/Mentions; DM; RT, HT, #hashtags </li></ul></ul><ul><li>Setting up an account </li></ul><ul><li>Choosing your handle </li></ul><ul><ul><li>Your name (@estherk) </li></ul></ul><ul><ul><li>Your org’s name (@JCPSC) </li></ul></ul><ul><ul><li>A project’s name (@g_dcast) </li></ul></ul><ul><li>Finding followers (address book, other people’s accounts,, lists) </li></ul><ul><li>Continuing to listen more than you respond </li></ul>
  20. 20. Twittertech: Posting <ul><li>Conquering 140 </li></ul><ul><li>Brevity, poetry, strength, mission, value </li></ul><ul><li>Link to and RT others </li></ul><ul><li>Abbreviate URLs with tinyurl,, </li></ul><ul><li>Use # to categorize (~ tab in a file cabinet) </li></ul><ul><li>Use a viewer for a cleaner look at the info (Tweetdeck, Ubertwitter, Tweetie) </li></ul>
  21. 21. Twittertalk: Strategy <ul><li>Contributes to the efficiency of Jewish nonprofit organizations: </li></ul><ul><ul><li>Creates transparency </li></ul></ul><ul><ul><li>Allows immediate customer service response </li></ul></ul><ul><ul><li>Solving problems publicly shows customers you’re handling things </li></ul></ul><ul><ul><li>“ Listening” to conversations already in progress provides valuable insight into </li></ul></ul><ul><ul><ul><li>Organizational chatter (you’re the CIA) </li></ul></ul></ul><ul><ul><ul><li>“ the market” / instant focus group (you’re the marketing wiz) </li></ul></ul></ul><ul><ul><ul><li>World and community news and trends (you’re CNN) </li></ul></ul></ul>
  22. 22. Blogging 101 <ul><li>SHAMELESS PLUG - MORE TO COME IN WEBINARS #2 and #3 </li></ul><ul><li>Blog = weblog = CMS for easy, online publishing </li></ul><ul><li>You may have or read blogs without even knowing it (Gawker, TMZ, HuffPo, Salon, Slate, even MSM have blogs on their websites) </li></ul><ul><li>Writing, reading & commenting on blogs </li></ul><ul><ul><li>promote your organization </li></ul></ul><ul><ul><li>start new conversations </li></ul></ul><ul><ul><li>adding value to existing conversations </li></ul></ul>
  23. 23. Organizational Blogging: Strategy <ul><li>Does your org need/could it benefit from/is it ready for a blog: </li></ul><ul><li>Reading blogs, seeing what’s out there </li></ul><ul><li>Blog will need regular content (staff time) </li></ul><ul><li>Comments should be open, but can be moderated (staff time) </li></ul><ul><li>Blog should reflect org’s goals, but also add value to larger conversations </li></ul><ul><li>What are competing blogs/orgs blogging about? What can you add to the conversation? </li></ul>
  24. 24. Research  Understanding <ul><li>Social media regimen/cultural immersion </li></ul><ul><ul><li>Find the time (coffee breaks, lunchtime, etc) </li></ul></ul><ul><ul><li>Check Twitter/Facebook page at least once a day </li></ul></ul><ul><ul><ul><li>Read the Tweetstream or Status Feed of people and orgs you’re following – begin to participate in conversations </li></ul></ul></ul><ul><ul><ul><li>Upload address books to identify your contacts who are using FB and Twitter </li></ul></ul></ul><ul><ul><ul><li>Share a FB group or event with friends who are “hubs” </li></ul></ul></ul><ul><ul><li>Visit or </li></ul></ul><ul><ul><ul><li>click on a few headlines </li></ul></ul></ul><ul><ul><ul><li>monitor/join a conversation </li></ul></ul></ul><ul><li>Ask questions (professionals/civilians) </li></ul>
  25. 25. Taking Action <ul><li>Determine your institutional voice or voices </li></ul><ul><li>Identify person/people to update Twitter and Facebook on behalf of your org (daily) </li></ul><ul><li>Identify newsy angles for programs, use as hook to promote org in online conversations </li></ul><ul><li>Consider starting a blog, so you can host conversations </li></ul><ul><li>Find “mavens”/hubs in your community, invite their feedback & partnership </li></ul><ul><li>Consider inviting personal assessment by a social media trainer </li></ul>
  26. 26. Resources Available <ul><li>“In Plain English” series </li></ul><ul><li> and Inside Facebook e-mail </li></ul><ul><li>Google Alerts - articles of interest (~ Burrelle’s) </li></ul><ul><li>Online articles: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>NYTimes technology columnist David Pogue on Twitter: http:// /tag/twitter/ </li></ul></ul><ul><ul><li>Manifesto: Social Media for Jewish Organizations: </li></ul></ul><ul><li>Request Social Media planning worksheet, YouTube social media video playlist from me via email </li></ul>
  27. 27. How to Find Me <ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>