UpStart Bay Area - April 9, 2014


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Context, social media culture, best practice-sharing & community engagement for Jewish startup projects (by Esther Kustanowitz, April 9, 2014, San Francisco)

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  • A blog works like a website. You go there and you read it.Lots of people care what you think, especially if you are passionate and authentic.You’d be surprised how much you have to say about things you’re passionate about. You determine how frequently you post.Who has time? You do.Blogging is writing. It’s not always good, or unbiased, or grammatically correct, but can’t say all bloggers aren’t real writers.OK, that’s true. But you can change it.
  • 1:39
  • No linkbaiting – don’t write Angelina Jolie in a post unless you’re actually writing about AJ.
  • UpStart Bay Area - April 9, 2014

    1. 1. UPSTART BAY AREA Esther D. Kustanowitz April 9, 2014
    2. 2. AGENDA  Introductions & Taking Your Questions (20 minutes)  Overcoming fears, looking at social media differently; outlining & deepening relationship (10 minutes)  Look at some examples (30 minutes) & discuss in small groups  BREAK (10 minutes)  Best practices, times (10 minutes)  Tools, takeaways & things you can do immediately (10 minutes)  Open Q & A (20 minutes)  Close & 3-2-1 (10 minutes)
    3. 3. IF YOU’RE NOT LISTENING TO SOCIAL MEDIA…  …you’re missing half the story:  Lifecycle (photos, announcements)  Emotional challenges (vaguebooking)  What social and political issues get your people fired up (positive/negative)  Information about how your people use social media  How people feel about your programs or institution  Access to constructive criticism (without F2F)
    4. 4. SOCIAL MEDIA RESISTANCE  “I don’t even understand how Twitter works.”  “Who cares what I think?”  “I don’t care what anyone else ate for breakfast!”  “I can’t come up with that much content on a regular basis…”  “Who has time for this stuff?”  “Blogging isn’t real writing.”  “The whole internet is just full of complaining and negativity.”
    5. 5. SOCIAL MEDIA LITERACY  It’s not about:  “becoming more tech-savvy”  “being a tech geek”  It’s about learning the tools that help you:  manage, organize and access information  manage, increase and deepen relationships  reach people where more of them, increasingly, are (Social Media Revolution)  learn about your constituents  engage and converse with constituents in new places
    6. 6. YOU DON’T HAVE TO BE EVERYWHERE AT ONCE… Because you can’t…there’s a lot out there… •Assess what your capacity is for media outreach (financial & human resources) •Choose a few tools that make sense for your audience, focus on them •Always stay informed of new things as they come up (Instagram was new once) •Asehlakhemrav (find a resource)
    7. 7. THERE IS NO “BEST” OR “IDEAL”  Measuring success depends on your goals & priorities:  Number of followers/likes on a page/profile  Number of engaged followers (consistently “liking,” commenting or RTing your messages)  Followers who “break the fourth wall,” interacting like stakeholders instead of consumers  Members in your organization  Fundraising or sales  Awareness  Participation in events and initiatives (in-person and online)  Engaging volunteers, recruiting to board/donors
    8. 8. HOW TO NOT GET OVERWHELMED BY SOCIAL MEDIA – 2 MODELS  Social Media Tourism  Learn the language  Get recommendations from your friends who have been there  Visit Exotic Twitterland  Social Media Personal Training Train for the marathon (work up to it) Devote some time every day – plan into the schedule Alternate types of exercise (so you don’t get “bored) Find a workout buddy
    10. 10. CULTURE OF SOCIAL MEDIA STORYTELLING: “TOP- DOWN” TO “UP AND OUT!”  Online engagement THEN:  hierarchical  undemocratic  user impact: low  You’d buy what they’re selling, or you wouldn’t  NOW:  peer reviews  consumer feedback & interaction  invested “prosumer” class affects marketing, popularity, troubleshooting  “Inside the Wonkavator” – stories come from, and go, anywhere  IT’S ALL ABOUT THE RELATIONSHIP 6/64/76/4664763_std.jpg
    11. 11. INITIALENCOUNTER •Healthy skepticism •First impressions •Immersion - “too soon?” •Right org/person at the wrong time is the wrong person/org •Sense that the person/project adds a unique value
    12. 12. DEEPENINGENGAGEMENT • Connection • Interest • Dynamism • Sense of Humor • Shared experiences • Building relationships
    13. 13. DEEPENINGRELATIONSHIP •Deeper investment – time & emotion •Working together •Partnership •Shared experience  creating history
    14. 14. CONFLICTORCHALLENGE •Period of instability •Moment of dissent or distress •“I am not your consolation prize” •Admitting when you’re wrong •Intense work to repair relationship •Showing value
    15. 15. RESOLUTION •Trespasses forgiven •Conflict resolved •Understanding •Connected for life •Compromises (sauce on the side)
    16. 16. SHARING STORIES WITH PEOPLE YOU’RE “IN RELATIONSHIP” WITH  Is your story about...  The organization or program itself?  An event?  The speakers/attendees at an event?  What makes your program different from all other programs?  How can you show as well as tell your story? (video, photos, etc)  How can you engage the audience in a way that transforms them from “readers” to co- storytellers, partners, prosumers?
    17. 17. SOME EXAMPLES – HOW ARE THEY DOING?  The Accidental Talmudist  TEAM (The Equine Athletics Mission) Israel  Rabbi David Wolpe  Limmud International  Questions:  Do you have a sense of what this person or organization is about?  What made an impression? (positive or negative)  Did you learn something?  Would you come back? If so, why? If not, what could the page change in order to change “no” to “yes”?
    18. 18. TO KEEP IN MIND  Tools (Facebook, Twitter, Instagram, others)  technical, can be learned  Content – (story, message)  tailored for each medium  strategic, current, relevant  Length – (short, or shorter)  strategically tailored for each medium  Timing  when is your audience awake?  when is best for your initiative?
    19. 19. CONTENT CREATION TIPS = HUMAN ENGAGEMENT TIPS Treat your online constituents like they’re offline…  Content is storytelling  Show, don’t tell – words can be pictures  Riveting content is  Current/topical  Consistently on-message  Deepens relationship  Provides a unique value  emotional /intellectual  shared passion – justice, equality, sports  Distinctive tone, personality, humor
    20. 20. WHERE DOES CONTENT COME FROM?  Google Alerts / Google News Search (archives)  Stay tuned to Twitter, CNN, BBC, Facebook – what are people talking about? How does it relate to your work?  Authentic lenses on passionate subjects , Harvard Business Review, Jewish Journal, LA Times, venues you’d like to be published in, etc  Newsle, Nuzzel, content aggregators
    22. 22. IDEAL LENGTH BREAKDOWN & ANALYSIS “Solid research exists to show the value of writing, tweeting, & posting at certain lengths.” -Fast Company*  Blog post– 7-minute read (about 1600 characters) 40-55 characters/8=11 words per line  Facebook – 40 characters or fewer  Twitter - around 100 characters – w/spike in RTs among those between 71-100 characters  Headlines – 6 words  Email subject header – 28-39 characters  More in article (TED talks, domain names, etc)  *Notes:  Above quote = 48 characters  Research didn’t focus on Jews/nonprofits
    23. 23. THE “ORGANIC REACH” CHALLENGE  Bad news: Recently, a study revealed that Facebook page organic reach went from an average of 12.05% in October, 2013 to 6.15% in February, 2014.  OK news: When compared to traditional advertising like television, radio or print, Facebook is more affordable and more targeted.  Sources:  Your Facebook Page’s Organic Reach is About to Plummet –  Why you should spend $1/day on Facebook ads – (their motto: TAGFEE: Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional)
    24. 24. FACEBOOK VS. TWITTER  Facebook – distribution, sharing & discussion (deeper reach)  a newsroom  the water cooler/break room  Jewish geography: school/camp/uni reunion   Twitter - consumption & distribution (wider reach)  a cocktail party in a large room  a convention  a sports arena  CNN news ticker
    25. 25. 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
    26. 26. HOW OFTEN TO POST? (GENERAL GUIDELINES TO START) Blog • Ideal: 1- 2x/week • Realistic: regularly Facebook • Ideal: 3- 5x/week • Realistic: 1x/week Twitter • Ideal: 1- 3x/day (depends on audience/co ntent) • Realistic: 3x/week
    27. 27. WHEN TO POST?
    29. 29. WHEN TO POST: BLOGS
    30. 30. 5 THINGS YOU CAN DO NOW 1. Set up some Google Alerts 2. Sign up for eJewishPhilanthropy& Fast Company emails (or more) 3. Brainstorm ways you can create more engaged “prosumers” 4. Create a content plan that includes varied types of content, media and voices 5. Be open to input & inspiration from other places (things you see on the street, parenting, pop culture trends, etc – great for SEO, when organic)
    31. 31. TOOLS & RESOURCES • Free webinars from and Wild Apricot • Inside Facebook and Mashable newsletters (for social trends/literacy in social media tools and shifts) • eJewishPhilanthropy, Google Alerts, Wired, Fast Company, Harvard Business Review, Pew Internet Study - articles of interest • Manifesto: Social Media for Jewish Organizations (My Urban Kvetch) • The Future of Jewish Journalism (Or Anything Else) (eJewishPhilanthropy) • Wanted: Jewish Leaders for the Digital Age (Ha’aretz) • Here Comes Everybody – Clay Shirky • Empowered Judaism – ElieKaunfer
    32. 32. 3, 2, 1  3 things you've learned  2 people you want to tell about today’s session or something you learned here today  1 thing you're going to do differently as a result of the conversation/1 commitment you're going to make to try...
    33. 33. HOW TO EXTEND YOUR ENGAGEMENT (END OF DAY, PROMPTED BY ERIK)  Spending time to FB post once a day  Raise more money and find the right people so that we can spend more time doing things like FB posting, better and more thoughtfully  Finding the right platform – focusing on Linkedin or Twitter  Going to learn how to RT  Better research about stakeholders and where they are  Making sure content that’s posted is engaging and valuable to user  Targeted advertising  Reactivate Twitter account, use interesting lines from the podcast  Getting personal voices out there, stirring the pot beyond getting magazine posts out there  Translating FB likers to email subscribers  Put a time in my schedule each day – 20 minutes to do all this