Intelligence. Presence. Charisma. Humor. A prevailing sense of justice, a commitment to purpose, a passion for driving change. These are the qualities that most effective leaders start with - but motivating a committed team and mobilizing available tools are what help drive leadership toward real impact.Using case studies, tools, and overall social theory, we'll delve into social media culture , learning how social media can help you promote your initiatives, develop deeper relationships with your constituents, amplify your message beyond any imagined reach, and empower your team to mobilize their own talents and strengths in achieving project goals. Bring your questions for crowdsourcing and learn new tips and best practices from our speaker, who has consulted on and lectured about social media for organizations like the ROI Community of Jewish Innovators, the Berman Jewish Policy Archive, Professional Leaders Project, LimmudLA, Limmud NY, the Jewish Federations of North America, and London's own JHub.
Review some of the buzzwords from social media presentation.
Literally top-down management. God to Moses, Moses to the Jews. At some point, Yitro came along and said, please elect some barristers to assist you, but there was always a judgment rendered on high.
OK, so not every idea from the people is a good one. People have big ideas – leaders help them refine and achieve.
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.
No linkbaiting – don’t write Angelina Jolie in a post unless you’re actually writing about AJ.
The Jewish Leadership Council - Leading In 30 May 2013
Leadership in the Digital Age:Conversing, Commenting & CreatingMeaningful RelationshipsEsther D. KustanowitzLeading InLondon, UKMay 30, 2013
What Does Leadership Look Like?http://www.thelivingleader.com/http://www.joelafferty.com/blog
Who Are You?“Wordling” the RoomTonight’s event via Wordle.net
Buzzwords• Showing up – being present• Creating and deepening relationship• Adding value• Connecting passionately• Honoring the contributions of others• Living generously• Making life more meaningful
Videos That May Stress You Out,But Aren’t Meant To• Social Media Revolution• What Happens on the Internet in 60 Seconds• Where Do Good Ideas Come From
Today’s Agenda• A look at leadership• Some concepts to keep in mind• how social media tools can help you promote yourinitiatives– develop deeper relationships with constituents– amplify your message– empower your team to mobilize their own talents andstrengths in achieving project goals.• Twitter case study• new tools, tips and best practices• questions
Are Nonprofits Seeing Results on Facebook?www.wildapricot.com/blogs/newsblog/2011/06/13/are-non-profits-seeing-results-on-facebookAccording to a Wild Apricot survey, over 80 percent oforganizations surveyed feel that Facebook is effective in:Increasing awareness of their organization (not a notableincrease in new constituents)Reaching more peopleProviding information to their constituentsEnhancing relationships with their constituents
Stating the Obvious: Social Media isImportant for Jewish Organizations Strengthen community – online AND off Bridge between gatherings Create stronger, more valuable relationships Support outreach, registration & fundraising efforts Court engagement from “younger” people
What’s Jewish About Social Media?Communal values• V’ahavtal’re’akhakamokha• Kolyisraelareyvimzehla’zeh• Al tifrosh min hatzibbur• Finally, everyone can be a rabbi or writer or activist – nation of priestsEducational values• At p’takh lo• Asehlekharav• “Much have I learned from my masters, and more from any colleaguesthan from my masters, and from my disciples the most.” –R. Hanina(Ta’anit 7a)Social/family values• Jewish geography• See what your children are doing when they don’t call• TMI/ no boundaries, but it’s all in our own best interests
Ideas That Come From the People• Yitro• Tzelophehad’sdaughtersshifting inheritance laws• 2.5 tribes stay onthe other side of the Jordan• Aaron’s sons bringing a strange fire• Korach’srebellion
From “Top-Down” to “Up and Out!”• Used to be just top-down:– hierarchy– undemocratic– user impact: low• Now also bottom-up:– peer reviews– consumer feedback– invested “prosumer” class• Next phase: Wonkavatorhttp://content9.flixster.com/question/46/64/76/4664763_std.jpg
“The Future Cannot Be Crowdsourced”:Crowdsourcing a Response
World Leaders on Twitter• The Digital Policy Council anticipates penetration onTwitter for world leaders to be nearing 100% in 2013. Thiswould render Twitter as a de facto communication tool forall heads of state.• The sheer popularity that social platforms like Twitterpossess make it clear that traditional media channels areno longer adequate or in some cases, even effective.• Leaders seek to be where their people are, and arerecognizing, more than ever, that the options forcommunicating with their electorate have been redefined.Info from:http://www.digitaldaya.com/admin/modulos/galeria/pdfs/69/156_biqz7730.pdf
These Are Your World Leaders (on Twitter)1. Barack Obama, President, United States, 24.6 million, @BarackObama2. Hugo Chavez, President, Venezuela, 3.8 million, @chavezcandanga3. Abdullah Gul, President, Turkey, 2.6 million, @cbabdullahgul4. Queen Rania, the Queen Consort of the King of Jordan, 2.5 million, @QueenRania5. Dmitry Medvedev, President, Russia, 2 million, @MedvedevRussia6. DilmaRouseff, President, Brazil, 1.8 million, @dilmabr7. Cristina Fernández de Kirchner, President, Argentina, 1.5 million, @CFKArgentina8. Juan Manuel Santos, President, Columbia, 1.5 million, @JuanManSantos9. Enrique PeñaNietoin, President, Mexico, 1.4 million, @EPN10. Sheikh Mohammed, Prime Minister, United Arab Emirates, 1.3 million@HHShkMohdhttp://www.vincent-fung.com/2013/01/our-world-leaders-are-top-twitters.html
But How Are They Using It?• World leaders use social medialike celebrities:– regular broadcast media channels– minimal talkback (“one direction”)– “fans” not “partners” or “investors”• 21st century community leadersuse social media like humans:– to form relationships– deepen commitment– bi-directional connect– “foster the people”- users as partners
Effective Social Media InteractionsContain…• Commitment to relationship-building• Collaborative spirit• Involvement in public infostream• Initiating & participating in conversations• Authentic voice• Adding value to public discourse, online & off(self-promotion is secondary)• Intentionality - kavanah
Social Media Overload• Logos of T, FB, Tumblr, Pinterest, Spotifyothershttp://wplift.com/freebie-70-32px-custom-social-media-website-icons
Personal Training• Social media regimen/cultural immersion– Find time (coffee breaks, lunchtime, etc)– Check Twitter/Facebook page at least once aday• ReadTweetstreamsor Status Feeds of peopleand orgs you’re following –begin toparticipate in conversations• Share a FB group or event with friends whoare “hubs”• Ask questions (professionals/civilians) –asehlekharav
Social Media Research• Develop “ambient awareness”• Learn the language• Schedule “surveillance time”• Follow links, explore tools, read about socialmedia use (Mashable, InsideFacebook,Tweetdeck, mobile apps)• Who’s doing it right? What can you “borrow”from them?
Facebook vs. Twitter• Facebook – distribution, sharing & discussion (deeperreach)– a newsroom– the water cooler/break room– Jewish geography: school/camp/uni reunion– evite.com• Twitter - consumption & distribution (wider reach)– a cocktail party in a large room– a convention– a sports arena– CNN news ticker
Google + &Pinterest• Google+:– video meeting center– space to share articles of interest– space for discussion?– better way to organize friends?• Pinterest:– An online portfolio– A scrapbook– A design journal or interior decorating plan• Both: Basically a mystery to me
5 Things You Can Do Now1. Asehlekharav – both rav and rabim2. Learn the language3. Think about social media as an outreachstrategy and a conversation to buildengagement4. Create a content plan5. Be open to input & inspiration from otherplaces
Actions for Your Organization• Determine your institutional voice/s& value– How does your group serve the community?– Create your own FAQ• Define “compelling content” for your organization– Identify newsy angles for programs, use as hook to promote orgin online conversations– Consider starting a blog, so you can host conversations• Asset Mapping– Who/what are your strongest resources?– Find “mavens”/hubs in your community, invite their feedback &partnership• Consider inviting personal assessment by a social mediatrainer
Content: Engaging Your Audience• Know what’s out there &how people are using it• Develop an invested audience– create riveting content– be consistent and reliable with your messaging– be willing to listen to feedback, and adapt accordingly– provide a unique value• emotional /intellectual connection• speak to a shared passion – justice, equality, sports• personality, humor (snark)• Try new things to see what works
Blog Strategy Checkpoint• If your organization had a blog, what would itspurpose/mission statement be?• How often would you post?• What would your first five posts be about?• Who would write them?• How would you promote them/get newreaders?
How Do I Find Things to Post About?• Google Alerts / Google News Search (archives)• Stay tuned to Twitter, CNN, BBC, Facebook –what are people talking about, and how doesit relate to your work?• Authentic lenses on passionate subjects• Consult your fellow Limmudnikim (shareLimmud on one leg, articles of interest aboutother communities, et al)
Twitter Case Study: JOI TwitterThe Jewish Outreach Institute•Engaging audience•Requesting action•Providing related content•Promoting organization•Exec on Twitter•#intermarriage #personalstory#shavuot #facebook
Tools & Resources• Free webinars from DarimOnline.org and Wild Apricot• Inside Facebook and Mashable newsletters (for socialtrends/literacy in social media tools and shifts)• eJewishPhilanthropy, especially: Using Technology Wisely• Google Alerts - articles of interest• “In Plain English” series• Manifesto: Social Media for Jewish Organizations:http://estherkustanowitz.typepad.com/myurbankvetch2005/2009/11/manifesto.html• Here Comes Everybody – Clay Shirky• Empowered Judaism – ElieKaunfer• Linchpin – Seth Godin
@EstherK– firstname.lastname@example.org– http://twitter.com/estherk– http://facebook.com/estherkustanowitz– http://youtube.com/EstherK (including YouTubelist of social media related videos)– MyUrbanKvetch.com