Ten Commandments of Social Media:
New Rules of the Game for Federations
Lisa Colton, Darim Online
Leslie Lichter, UJA Fede...
COMMUNICATIONS REVOLUTION
COMMUNICATIONS REVOLUTION
#1 THIS IS AN ATTENTION ECONOMY
#2: FIND YOUR VOICE
#1
Social
media is
continuing
to evolve.
Fast.
# 3: LISTEN & ENGAGE
#4: ADD VALUE & BE GENEROUS
#5: NETWORKS
#6: TRANSPARENCY
#7: BE NIMBLE
#8: NEW MEASUREMENTS
#9:
STAFFING,
JOB
DESCRIPTIONS
&
PROF DEV
#10: LEADERSHIP
Leslie K. Lichter
Managing Director,
Marketing and Communications
“Our challenge is to
influence collective
responsibility in a time of
rampant individualism.”
11/3/10, John Ruskay
CEO, UJ...
Donor Behavior Marketing Strategy
Due to a variety of internal &
external factors, total number
of donors and donations to...
2010 UJA-
Federation of
NY website
donation
distribution
Marketing strategy Social Strategy
Meeting Them … Halfway
Top Search Terms
Source: “US Charities’ Adoption of Social Media Outpaces All Other Sectors for the Third Year in a Row”Conducted by: Nora ...
Alan Dershowitz Video Viral Promotion
Alan Dershowitz Video Viral Promotion
Alan Dershowitz Video Viral Promotion
Alan Dershowitz Video Viral Promotion
Staffing & Resourcing
• Recognition of need to supplement in-house
talent given expertise limitations and bandwidth.
• Rec...
Transparency
• Key requirement is transparency
– Data (where does the money go?)
– Voice (no ghost writing)
– Policy (why?...
New Measurements of Success
• Objective: Increasing the number of donors
Increasing the dollars donated
• “Networking is n...
Miguel Banet
Manager, Interactive Communications
FEDERATION CJA
(Montreal)
Liz Polay-Wettengel
Community Manager for
JewishBoston.com
Combined Jewish Philanthropies
(Boston)
35
Leadership and Listening
• Recognition that this project is outside the norm,
but is based on data and discussion
– Strate...
Transparency and Risk
• During the listening process, documented all of our
decisions and discoveries in a public blog.
– ...
38
Staffing and Education
• A dedicated community manager and a great editor
– Appropriate level of investment
– Appropriate ...
Voice, Networks & Attention Economy
• Much more relaxed and lighthearted than typical
Federation voice
– But with standard...
41
42
43
CURRENT STATS Goal 4/27/2010 6/30/2010 8/30/10 11/04/10
total # of visits in last 30 days 30,000 11,333 9,688 13,547 16,47...
John Fitch’s Steam Engine
John Fitch’s Steam Engine
Find these slides at: http://slidesha.re/nolaga-10c
Lisa Colton, Founder and President, Darim Online
lisa@darimonline.org ...
NOLGA: 10 Commandments of Social Media - New Rules for Federations
NOLGA: 10 Commandments of Social Media - New Rules for Federations
NOLGA: 10 Commandments of Social Media - New Rules for Federations
NOLGA: 10 Commandments of Social Media - New Rules for Federations
NOLGA: 10 Commandments of Social Media - New Rules for Federations
NOLGA: 10 Commandments of Social Media - New Rules for Federations
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NOLGA: 10 Commandments of Social Media - New Rules for Federations

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Presentation at the JFNA GA 2010 in New Orleans.

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  • To help promote a 2 minute video, in which Alan Dershowitz mentions that he met his wife at a UJA event, we did a quick social media blitz
    Counter-clockwise
    Tweeted with link to our Facebook page
    Updated status on Facebook to read: How did Alan Dershowitz (with link to AD’s FB page) meet his wife? And link to video on our website
    Our website
    Alan Dershowitz’s page included our status update since we linked to his site.
    (FYI – results so far are small…this just went up yesterday)
  • Strategical re visioning process
    Focus groups & surveys and a blog
  • NOLGA: 10 Commandments of Social Media - New Rules for Federations

    1. 1. Ten Commandments of Social Media: New Rules of the Game for Federations Lisa Colton, Darim Online Leslie Lichter, UJA Federation of New York Miguel Banet, Federation CJA, Montreal Liz Polay-Wettengel , Jewish Boston / CJP Slides at: http://slidesha.re/nolaga-10c November 9, 2010
    2. 2. COMMUNICATIONS REVOLUTION
    3. 3. COMMUNICATIONS REVOLUTION
    4. 4. #1 THIS IS AN ATTENTION ECONOMY
    5. 5. #2: FIND YOUR VOICE
    6. 6. #1 Social media is continuing to evolve. Fast. # 3: LISTEN & ENGAGE
    7. 7. #4: ADD VALUE & BE GENEROUS
    8. 8. #5: NETWORKS
    9. 9. #6: TRANSPARENCY
    10. 10. #7: BE NIMBLE
    11. 11. #8: NEW MEASUREMENTS
    12. 12. #9: STAFFING, JOB DESCRIPTIONS & PROF DEV
    13. 13. #10: LEADERSHIP
    14. 14. Leslie K. Lichter Managing Director, Marketing and Communications
    15. 15. “Our challenge is to influence collective responsibility in a time of rampant individualism.” 11/3/10, John Ruskay CEO, UJA-Federation of NY Attention Economy
    16. 16. Donor Behavior Marketing Strategy Due to a variety of internal & external factors, total number of donors and donations to the annual campaign have decreased from 2008 level At the same time, online donation activity has increased steadily – albeit on a different scale. Focus of online efforts is as a donation growth engine for the organization.
    17. 17. 2010 UJA- Federation of NY website donation distribution Marketing strategy Social Strategy
    18. 18. Meeting Them … Halfway Top Search Terms
    19. 19. Source: “US Charities’ Adoption of Social Media Outpaces All Other Sectors for the Third Year in a Row”Conducted by: Nora Ganim Barnes, Ph.D. ( nbarnes@umassd.edu) & Eric Mattson (eric@ericmattson.com) More than 500 million active users 50% of active users log on in any given day 175 million registered users 95M tweets written per day The 11th Most Visited Website 97% of the largest 200 U.S. Charities report using some social media Attention Economy 78% consumers trust peer recommendations 14% trust advertisements
    20. 20. Alan Dershowitz Video Viral Promotion
    21. 21. Alan Dershowitz Video Viral Promotion
    22. 22. Alan Dershowitz Video Viral Promotion
    23. 23. Alan Dershowitz Video Viral Promotion
    24. 24. Staffing & Resourcing • Recognition of need to supplement in-house talent given expertise limitations and bandwidth. • Recently hired a director and manager with extensive digital marketing backgrounds to focus on online marketing. • Critical skills of strategic approach, collaboration and mentorship • Social media / search RFP for current, industry wide expertise to advise on strategy & tactics.
    25. 25. Transparency • Key requirement is transparency – Data (where does the money go?) – Voice (no ghost writing) – Policy (why?) • We intend to be fully transparent – Most opportunities are on a one-to-one basis … that’s a small group • In social media that requires new skills – The listening community gets bigger – The pool of communicators gets bigger • Boot camp with staff, lay leaders, agencies, synagogues • Internal tools, coordinators • Trust and guts
    26. 26. New Measurements of Success • Objective: Increasing the number of donors Increasing the dollars donated • “Networking is not about hunting. It is about farming. It’s about cultivating relationships.” Dr. Ivan Misner, NYT bestselling author & founder of BNI • Social Media Leading indicators: # of Followers # of Re-tweets # of @messages # of comments on tweets # of Friends # of comments # of “likes”
    27. 27. Miguel Banet Manager, Interactive Communications FEDERATION CJA (Montreal)
    28. 28. Liz Polay-Wettengel Community Manager for JewishBoston.com Combined Jewish Philanthropies (Boston)
    29. 29. 35
    30. 30. Leadership and Listening • Recognition that this project is outside the norm, but is based on data and discussion – Strategic plan • Blessing from the board and senior staff • Significant devoted donor • Over a year of listening – To the community – To our organizational partners – To others in the field – Using the data collected to make decisions about the focus of the site. 36
    31. 31. Transparency and Risk • During the listening process, documented all of our decisions and discoveries in a public blog. – Including raw data collected – Monthly meetings with partner organizations to keep them up to date in the process • Taking a risk means decentralizing the message • Taking a risk means trust • Taking a risk means knowing how to respond to conflict – Organizational conflict – comments • User generated content 37
    32. 32. 38
    33. 33. Staffing and Education • A dedicated community manager and a great editor – Appropriate level of investment – Appropriate level of time dedication • Continuing education for organizational partners – Growing their skills in a safe environment • For JewishBoston.com, social media and general technical skills – Monthly roundtable discussions – Group training – One on one training 39
    34. 34. Voice, Networks & Attention Economy • Much more relaxed and lighthearted than typical Federation voice – But with standards, guidelines and values – Focus voice on core target audiences (young adults, families with young children) • Creating a more robust Jewish network – Audience becomes the network • Volunteers calling synagogues and organizations to make sure their activities are being posted • Email newsletter, custom to each user • Social is not always heavy handed – Social in and social out • Most social response? – Humor – Food – Lighthearted questions 40
    35. 35. 41
    36. 36. 42
    37. 37. 43
    38. 38. CURRENT STATS Goal 4/27/2010 6/30/2010 8/30/10 11/04/10 total # of visits in last 30 days 30,000 11,333 9,688 13,547 16,479 # of unique visitors in last 30 days 15,000 7,249 6,306 8,352 10,845 pageviews 120,000 45,119 33,414 57,193 59,042 pages/visit 4 3.98 3.45 4.22 3.92 time on site 5 min 3.17 3.45 4:15 3:28 bounce rate 50% 53.71 58.71% 53.58% 56.26% % new visits 50% 51.9% 50.41% 48.42% 51.08% Total # of users and resources 20,000 17,641 17566 17,588 20,541 # of people receiving last newsletter 17,500 16652 15,957 15,987 Open rate 20% 16% 15% 15% Click through rate 5% 3% 2% 2.1% Total # of organizations & programs 500 383 396 414 443 Total # of upcoming events for next 30 days 300 214 109 288 337 All upcoming events 600 394 202 444 467 Total # of event registrations made through JewishBoston.com in past 7 days 500 5 9 31 Total # of likes in past 7 days 100 38 43 Total # of shares in past 7 days 100 34 33 256 # of Facebook Fans 3,000 1,725 2,001 2,150 2249 # of Twitter Followers 500 307 528 647 Total # of blog posts in past 7 days 30 24 42 162 Total # of comments in past 7 days 0 15 29
    39. 39. John Fitch’s Steam Engine
    40. 40. John Fitch’s Steam Engine
    41. 41. Find these slides at: http://slidesha.re/nolaga-10c Lisa Colton, Founder and President, Darim Online lisa@darimonline.org 434.977.1170 www.darimonline.org www.JewPoint0.org @DarimOnline Facebook.com/DarimOnline Leslie Lichter, Managing Director, Marketing and Communications, UJA Federation of NewYork lichterl@ujafedny.org 212.836.1360 www.ujafedny.org @ujafedny Facebook.com/ujafedny Miguel Banet, Manager, Interactive Communications, Federation CJA, Montreal Miguel.Banet@federationcja.org 514-345-2645 ext. 3126 www.federationjca.org @miguelbanet @federationcja Facebook.com/federationCJA Liz Polay-Wettengel Community Manager, JewishBoston.com, Combined Jewish Philanthropies lizw@cjp.org 617.457.8751 www.cjp.org www.JewishBoston.com @LizPW @JewishBoston Facebook.com/JewishBoston

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