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Naase 2010


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Presentation by Lisa Colton at NAASE 2010

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Naase 2010

  1. 1. The Commandments of Social Media: Facebook, Twitter and Social Media’s Implications for the Synagogues Presented by Lisa Colton, Founder & President Darim Online [email_address] 434.977.1170
  2. 2. <ul><li>COMMUNICATIONS REVOLUTION </li></ul>
  3. 3. <ul><li>COMMUNICATIONS REVOLUTION </li></ul>
  4. 4. <ul><li>Use Networks Smartly </li></ul>Unaffiliated but strongly connected. Prospective members! Affiliated, but not well connected to the community as a whole. At risk for dropping dropping out at key moments, & good focus for engagement. These are your 80/20 people: Mavens and Connectors More effective at Expanding our Reach than the “ institution”. Circle represents current “community”, the tight(er) inner network. In general, the thicker the interior network, the stronger the community.
  5. 5. <ul><li>Characteristics of Social Media </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 & strength of communities around a particular shared interest. </li></ul><ul><li>Connected: Thrives on being connected , rather than being territorial and proprietary. </li></ul>
  6. 6. <ul><li>LISTENING with FACEBOOK </li></ul>Source: Flickr user andyadontstop
  7. 7. <ul><li>Facebook </li></ul> Take advantage of tools Participation
  8. 8. <ul><li>Open </li></ul><ul><li>Your </li></ul><ul><li>Ears </li></ul>Temple Israel, Memphis Facebook Page
  9. 9. <ul><li>Open </li></ul><ul><li>Your </li></ul><ul><li>Ears </li></ul>Temple Israel, Memphis Facebook Page
  10. 10. <ul><li>Open </li></ul><ul><li>Your </li></ul><ul><li>Ears </li></ul>Temple Sinai, Oakland, CA
  11. 11. <ul><li>See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008 </li></ul><ul><li> blog post, including link to the article: </li></ul><ul><li>“ Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED </li></ul>Ambient Awareness
  12. 12. #1 Social media is continuing to evolve. Fast. ENGAGING with TWITTER
  13. 13. Voice: Sixth & I Synagogue in DC
  14. 14. Twitter Basics
  15. 15. A Person, Not Just A Brand
  16. 16. <ul><li>Authenticity buys attention </li></ul><ul><li>How can you make your work personal? </li></ul>Social Means: Make It Human
  17. 17. Real Life Example
  18. 18. <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
  19. 19. <ul><li>CBI Preschool </li></ul><ul><li>Share what’s going on inside with interested parties outside </li></ul><ul><li>Reinforce learning at home </li></ul><ul><li>Demonstrate value beyond the obvious </li></ul><ul><li>Embed video </li></ul>Beth Israel, VA: Preschool Blog
  20. 20. <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
  21. 21. <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
  22. 22. <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.
  23. 23. <ul><li>PEOPLE: Identify audience(s) </li></ul><ul><ul><li>Understand their technographics profile </li></ul></ul><ul><li>OBJECTIVES </li></ul><ul><ul><li>What are you goals and objectives for this audience? </li></ul></ul><ul><ul><li>Listening to needs, energizing alumni, connecting like minded people… </li></ul></ul><ul><li>What is the STRATEGY to reach these goals? </li></ul><ul><ul><li>A plan (with room to grow) </li></ul></ul><ul><ul><li>Implications of the plan (privacy policies, training, etc.) </li></ul></ul><ul><ul><li>Who is in charge? Who is participating? </li></ul></ul><ul><ul><li>How to evaluate vendors/products </li></ul></ul><ul><li>Determine the specifics of the TECHNOLOGIES </li></ul><ul><li>you’ll use. Implement, measure, refine! </li></ul>Thinking Strategically: POST
  24. 24. Community Building Source: Flickr user JYRO
  25. 25. Community Building Source: Flickr user Rick Neves
  26. 26. Community Building Source: Flickr user divemasterking2000
  27. 27. <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
  28. 28. <ul><li>John Fitch’s Steam Engine </li></ul>
  29. 29. <ul><li>John Fitch’s Steam Engine </li></ul>