SRF - Social Media Bet


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SRF - Social Media Bet

  1. 1. Online Tools for Kiruv in the 21st Century Lisa Colton Founder & President Darim Online [email_address] 434.977.1170
  2. 2. Overview <ul><li>Communications Revolutions </li></ul><ul><li>Old and New Paradigms </li></ul><ul><li>21st Century Rabbi </li></ul><ul><li>Listening </li></ul><ul><li>Attention Economy </li></ul><ul><li>Strategies </li></ul><ul><li>Case Studies </li></ul>
  3. 3. Communications Revolution
  4. 4. Communications Revolution
  5. 5. Using Networks Smartly 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.
  6. 6. Applying Innovation to Existing Models
  7. 7. Sometimes Requires Redesigning The System
  8. 8. Old and New Paradigms Institution Huge resources spent to coordinate & bring people into the institution Institution acts as the coordinating infrastructure to support and empower the people “ Social media means ‘ group action just got easier’ ” - Clay Shirky
  9. 9. What is a 21st Century Rabbi? <ul><li>With fundamental shifts in how people form identity, allocate their time and resources, find information and build community, what is the role of the 21st century Rabbi and synagogue? </li></ul>
  10. 10. What is Social Media? <ul><li>The Term “Social Media” refers to online tools (web sites) that depend </li></ul><ul><li>on user contributions and interactions between people to build shared </li></ul><ul><li>meaning and value. It is: </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 and strength of communities around a particular shared interest. </li></ul><ul><li>Connected: Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary. </li></ul>
  11. 11. Listen for Your Opportunities
  12. 12. Listening <ul><li>This is everyone’s job </li></ul><ul><li>Who is responsible? </li></ul><ul><li>3) Internal communications </li></ul>
  13. 13. Official and Unofficial Outposts Find relevant conversations and contribute value
  14. 14. This is an Attention Economy <ul><li>Trustworthiness </li></ul><ul><li>Social Capital </li></ul><ul><li>Authenticity </li></ul><ul><li>Community </li></ul><ul><li>What else? </li></ul>
  15. 15. Social Capital <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>Examples to share? </li></ul>
  16. 16. Ambient Awareness <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>
  17. 17. Be Goal Oriented <ul><li>Technology is a tool. </li></ul><ul><li>Success of a tool is if it helps you achieve your goals. </li></ul><ul><li>Thus, critical to know your goals and then determine which tool(s) to used in which ways. </li></ul>
  18. 18. Thinking Strategically: POST <ul><li>P EOPLE: Identify audience(s) </li></ul><ul><ul><li>Understand their technographics profile </li></ul></ul><ul><li>O BJECTIVES </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 S TRATEGY 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 T ECHNOLOGIES </li></ul><ul><li>you’ll use. Implement, measure, refine! </li></ul>
  19. 19. Temple Sinai, Oakland, CA: Facebook <ul><li>Facebook strategy </li></ul><ul><li>Listening carefully, capitalizing on opportunities </li></ul><ul><li>Little time, great skill, prioritization </li></ul><ul><li>Integrated with other marketing & communications </li></ul>
  20. 20. Listening Skills
  21. 21. Beth Israel, VA: Preschool Blog <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>
  22. 22. Sixth and I Synagogue, DC: Twitter
  23. 23. It’s About Technology… AND MUCH MORE. <ul><li>Tools & Skills </li></ul><ul><li>Org & community culture </li></ul><ul><li>Business strategy </li></ul><ul><li>Staffing & priorities </li></ul><ul><li>Understanding the paradigm shift </li></ul><ul><li>Listening </li></ul><ul><li>Everyone’s business </li></ul><ul><li>What does the synagogue of the 21st century look like? </li></ul><ul><li>How do we get there? </li></ul>