JHub UK - Social Media 201-J


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  • Effective social media interactions – in nonprofit or for profit…all about strengthening relationship
  • Sometimes we don’t know how to use the tools. But we can’t let them intimidate us. So we start slowly and learn to acclimate.
  • Not all methods work for all people, and depends on their beginning level
  • Sharing is emotional and personal, even if the relationships aren’t. Sharing personal content leads to personal connections. Too personal, and you alienate.
  • Some conversations are intentional, others participate organically even if they weren’t part of the original thought.
  • IMAGE – GA Networks are increasingly social – personal recommendations and peer reviews are trusted more than product descriptions. Power to the people! Mutual responsibility – or if you prefer, “covenant” Value of community for support Without geographical boundaries, what binds us together? (“fairy godmother” - twelpforce )
  • FB wants you to spend all your time on FB. So they’re now making it easy to subscribe to other outside publications and get the feeds sent to your FB.
  • I will always remember the people who reached out to make sure I was taken care of. The daughters who had lost mothers, those peers whose family members had suffered great illness, people who called and wrote and left messages asking what they could do.
  • IMAGE – You don’t have to become: An IT specialist - “tech-savvy” / “a tech geek” Social Media Revolution clip
  • IMAGE ANATEVKA MARKET As Jews, we’re a small community within the larger world, but still insist on making it smaller through a game that some have elevated to an art – Jewish geography. Way before people were building tenuous bridges that connected actors through the nexus of Kevin Bacon, Jews would choose doctors, lawyers, potential matches for their children, etc all through the Jews they already knew. Today’s internet might call these “social recommendations” – suggestions made by people you trust. And social recommendations are the basis of today’s web strategies.
  • @askdebra continues: 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.” Understand that the information wants to be free and viral. Its natural state is wild and untamed – why we need spin doctors, but ultimately, the truth comes out. So why not be honest to begin with? Honesty deepens relationship, which enables us to feel like we’re part of something bigger – connected virtually, or through mission or passion or enthusiasm or commitment to other people. And when we’re connected, committed, we are in covenant.
  • Read the Tweetstream or Status Feed of people and orgs you’re following – begin to participate in conversations Upload address books to identify your contacts who are using FB and Twitter Share a FB group or event with friends who are “hubs” click on a few headlines monitor/join a conversation
  • JHub UK - Social Media 201-J

    1. 1. Social Media 201-J: The Jewish Framework for Social Media JHub Esther D. Kustanowitz December 2011
    2. 2. How Can Social Media Help Jewish Professionals? <ul><li>Connect </li></ul><ul><li>Support outreach & fundraising efforts </li></ul><ul><li>Strengthen community </li></ul><ul><li>Create stronger, more valuable relationships </li></ul><ul><li>Court engagement from “younger” people </li></ul>
    3. 3. Are Nonprofits Seeing Results on Facebook? www.wildapricot.com/blogs/newsblog/2011/06/13/are-non-profits-seeing-results-on-facebook <ul><li>According to a Wild Apricot survey, over 80 percent of organizations surveyed feel that Facebook is effective in: </li></ul><ul><li>Increasing awareness of their organization (not a notable increase in new constituents) </li></ul><ul><li>Reaching more people </li></ul><ul><li>Providing information to their constituents </li></ul><ul><li>Enhancing relationships with their constituents </li></ul>
    4. 4. Takeaways <ul><li>Two (or more) frameworks for understanding social media’s culture </li></ul><ul><li>Introduce social media tools </li></ul><ul><ul><li>Culture & format of Facebook, blogs & Twitter </li></ul></ul><ul><li>Begin to strategize about improving social media use </li></ul><ul><li>Identify local mavens </li></ul><ul><li>[Pitching projects to bloggers] </li></ul>
    5. 5. Effective Social Media Interactions <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><ul><li>Intentionality - kavanah </li></ul>
    6. 6. Tools of Intimidation
    7. 7. Language Immersion <ul><li>To learn Hebrew: </li></ul><ul><ul><li>Simultaneous translation </li></ul></ul><ul><ul><li>Ivrit b’Ivrit </li></ul></ul><ul><ul><li>Ulpan </li></ul></ul><ul><ul><li>Learn by speaking with Israelis in a cultural immersion </li></ul></ul>
    8. 8. Social Media Immersion <ul><li>Research (Recon) </li></ul><ul><ul><li>Learn terminology, aseh l’kha rav </li></ul></ul><ul><li>Understanding (Analysis) </li></ul><ul><ul><li>Deeper understanding, ivrit b’ivrit </li></ul></ul><ul><li>Actions (Moving Ahead) </li></ul><ul><ul><li>Total immersion – jump in, listen and participate, accept corrections </li></ul></ul>
    9. 9. Research <ul><li>Develop “ambient awareness” </li></ul><ul><li>Learn the language </li></ul><ul><li>Schedule “surveillance time” </li></ul><ul><li>Follow links, explore tools that increase social media’s accessibility (Mashable, Inside Facebook, FB Connect,Tweetdeck, mobile apps) </li></ul><ul><li>Who’s doing it right? What can you “borrow” from them? </li></ul>
    10. 10. @EstherK Buzzwords <ul><li>Showing up – being present </li></ul><ul><li>Creating and deepening relationship </li></ul><ul><li>Adding value </li></ul><ul><li>Connecting passionately </li></ul><ul><li>Living generously </li></ul><ul><li>Making life more meaningful </li></ul>
    11. 11. Facebook is Like… <ul><li>… a newsroom </li></ul><ul><li>… the water cooler </li></ul><ul><li>… a high school/camp/college reunion </li></ul><ul><li>… meetup.com </li></ul><ul><li>… evite.com </li></ul><ul><li>… anything else? </li></ul>
    12. 12. Twitter is Like… <ul><li>… a cocktail party in a large room </li></ul><ul><li>… a convention </li></ul><ul><li>… a sports arena </li></ul><ul><li>… CNN news ticker </li></ul><ul><li>… meetup.com </li></ul><ul><li>… anything else? </li></ul>
    13. 13. Google+ is Like… <ul><li>…video meeting center </li></ul><ul><li>…space to share articles of interest </li></ul><ul><li>…better way to organize friends? </li></ul><ul><li>…I’m not really sure </li></ul>
    14. 14. You’re Nobody Till Somebody “Likes” You: The “Social Web” <ul><li>Jewish geography = “2.0” </li></ul><ul><ul><li>“ Social web” </li></ul></ul><ul><ul><li>personal recommendations trusted (e.g. Amazon.com) </li></ul></ul><ul><li>Cocktail party: Small talk  follow-up </li></ul><ul><li>Informational swap meet  information community </li></ul>IMAGE: http://blog.researchworks.com/the-socially-enabled-search-war-facebook-vs-g
    15. 15. Increasingly Social <ul><li>Spotify, Flickr, YouTube, LinkedIn </li></ul><ul><li>Sites adding buttons to make sharing easy </li></ul><ul><li>FB adding feeds from other sites </li></ul>
    16. 16. Comedy Framing, Part 1
    17. 17. Comedy Framing, Part 2
    18. 18. It Takes a Village
    19. 19. Effective Social Media Attitudes <ul><li>Commitment to relationship </li></ul><ul><li>Collaborative </li></ul><ul><li>Initiating & involved in conversations </li></ul><ul><li>Authentic </li></ul><ul><li>Adding value </li></ul><ul><li>Generous & meaningful </li></ul><ul><li>Intentionality - kavanah </li></ul>
    20. 20. Effective Social Media Interactions <ul><li>Reading </li></ul><ul><li>Liking </li></ul><ul><li>Commenting constructively </li></ul><ul><li>Being personal, but not invasive </li></ul><ul><li>Sharing </li></ul><ul><li>Element of strategy, but also authentic </li></ul>
    21. 21. “ Virtual Shiva”
    22. 23. Federation Language as Guidelines <ul><li>In L.A.: </li></ul><ul><ul><li>Engaging the Community </li></ul></ul><ul><ul><li>Helping Jews in Need </li></ul></ul><ul><ul><li>Ensuring the Jewish Future </li></ul></ul><ul><li>In other communities: </li></ul><ul><ul><li>Commission on the Jewish People </li></ul></ul><ul><ul><li>Peoplehood </li></ul></ul><ul><ul><li>Live generously, make life meaningful </li></ul></ul>
    23. 24. What is social media about? <ul><li>Not about geekery </li></ul><ul><li>About acquiring tools to help: </li></ul><ul><ul><li>Access information </li></ul></ul><ul><ul><li>Increase & deepen relationships </li></ul></ul><ul><ul><li>Reach people “where they are” </li></ul></ul><ul><ul><li>Express authenticity </li></ul></ul>
    24. 25. The Microcommunity: Our “Little Town” <ul><ul><li>כל ישראל ערבים זה לזה </li></ul></ul><ul><ul><li>אל תפרוש מן הציבור )Jewish geography( </li></ul></ul><ul><ul><li>Six degrees of … </li></ul></ul>IMAGE: http://chicagotheaterblog.com/2009/06/12/review-topol-in-fiddler-on-the-roof/
    25. 26. What Do Consumers Want From Brands? <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.” - Deb Askenase (@askdebra) </li></ul></ul><ul><ul><li>relevant news and analysis </li></ul></ul><ul><ul><li>new ideas and thinking </li></ul></ul><ul><ul><li>useful applications that consumers can download </li></ul></ul><ul><ul><li>create a space where consumers can interact directly with the company or staff </li></ul></ul><ul><li>Increase credibility </li></ul>
    26. 27. Social Media Strategy Crash Course LOOK BEFORE YOU BLOG/POST/TWEET…
    27. 28. Facing Facebook: Strategy <ul><li>New Group or Fan “Like” Page? </li></ul><ul><ul><li>Groups permit owner contact, & foster group discussion (more like listserves/bulletin boards) </li></ul></ul><ul><ul><li>Pages are like websites – post info centrally </li></ul></ul><ul><li>Read FB FAQs – official responses/user responses </li></ul><ul><li>Ask a friend </li></ul><ul><li>Questions for your organization: </li></ul><ul><ul><li>Who will post 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><ul><ul><li>Will you link to people/organizations/events on FB? </li></ul></ul>
    28. 29. Facebook: Being Professional <ul><li>Don’t clutter official FB </li></ul><ul><li>Tone consistent with the organization’s (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>
    29. 30. Twittertalk: Strategy <ul><li>Creates transparency </li></ul><ul><li>Allows immediate customer service response, with transparency to show you’re handling things </li></ul><ul><li>Brevity enables you to cut to the chase </li></ul><ul><li>“ Listening” to conversations provides insight: </li></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>
    30. 31. 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>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, twitterator.org, lists) </li></ul><ul><li>Continuing to listen more than you respond </li></ul>
    31. 32. Twittertech: Posting <ul><li>Brevity, poetry, strength, mission, value </li></ul><ul><li>Sharing = Link to and RT others </li></ul><ul><li>Abbreviate URLs with tinyurl, bit.ly, j.mp </li></ul><ul><li>Use # to categorize (~ tab in a file cabinet) or comment sarcastically </li></ul><ul><li>Use a viewer/lists (Tweetdeck, Ubertwitter, Tweetie, Hootsuite) </li></ul>
    32. 33. Google + <ul><li>Trying to keep the pace of social media </li></ul><ul><li>Competing with FB </li></ul><ul><li>Steadily growing in # of users, but still in early stages </li></ul><ul><li>Circles seem easier than groups/pages </li></ul><ul><li>Video conference call </li></ul>
    33. 34. Personal Training <ul><li>Social media regimen/cultural immersion </li></ul><ul><li>Find the time (coffee breaks, lunchtime, etc) </li></ul><ul><li>Check Twitter/Facebook page at least once a day </li></ul><ul><li>Visit Jewishblogging.com or JRants.com </li></ul><ul><li>Ask questions (professionals/civilians) </li></ul>
    34. 35. Actions for Your Organization <ul><li>Determine your institutional voice/s </li></ul><ul><li>Identify person/people to update Twitter and Facebook (daily) </li></ul><ul><li>Identify newsy angles for programs, use as hook to promote org in online conversations </li></ul><ul><li>Start a blog, 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><ul><li>Stay current on social media changes </li></ul>
    35. 36. Quick Tips on Blog Pitching <ul><li>Authentic – show you’ve read them </li></ul><ul><li>Brief pitch with strong hook </li></ul><ul><li>Make contact info clear </li></ul><ul><li>Be respectful </li></ul><ul><li>Identify “chosen bloggers” for exclusives </li></ul>
    36. 37. The Bill and Ted Rule <ul><li>Be excellent to one another </li></ul><ul><li>Kol yisrael areyvim zeh bazeh </li></ul><ul><li>Al tifrosh min hatzibbur </li></ul><ul><li>Be generous </li></ul>
    37. 38. @EstherK <ul><li>NextGen Engagement Initiative at Jewish Federation of Greater Los Angeles: [email_address] </li></ul><ul><li>Not exactly everything else: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>http://twitter.com/estherk </li></ul></ul><ul><ul><li>http://facebook.com/estherkustanowitz </li></ul></ul><ul><ul><li>http://youtube.com/EstherK </li></ul></ul><ul><ul><li>http://estherk.com </li></ul></ul>