UJA Senior Staff 1-10


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Lisa Colton presentation of a "Social Media Boot Camp" to senior staff of UJA Federation of New York, January 2010.

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UJA Senior Staff 1-10

  1. 1. The 5 Commandments of Social Media: Strategy, Tools and Culture Presented by Lisa Colton, Founder & President Darim Online [email_address] 434.977.1170
  2. 2. Agenda <ul><li>Communications Revolution </li></ul><ul><li>Social Media Basics </li></ul><ul><li>5 Stages of Social Media Participation </li></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Engaging </li></ul></ul><ul><ul><li>Social Content </li></ul></ul><ul><ul><li>Generate Buzz </li></ul></ul><ul><ul><li>Community Building </li></ul></ul><ul><li>Tachlis Next Steps </li></ul>
  3. 3. Goals <ul><li>Demystify social media </li></ul><ul><li>Help you think strategically </li></ul><ul><li>Build vocabulary </li></ul><ul><li>Show examples </li></ul><ul><li>Turn you on to resources </li></ul><ul><li>Warning: You may feel overwhelmed! </li></ul><ul><li>(And excited, and inspired.) </li></ul>
  4. 4. <ul><li>COMMUNICATIONS REVOLUTION </li></ul>
  5. 5. <ul><li>COMMUNICATIONS REVOLUTION </li></ul>
  6. 6. <ul><li>W </li></ul><ul><li>H </li></ul><ul><li>E </li></ul><ul><li>R </li></ul><ul><li>E </li></ul><ul><li>T </li></ul><ul><li>O </li></ul><ul><li>B </li></ul><ul><li>E </li></ul>Between a PIONEER & a TORTOISE Is a FAST FOLLOWER Source: Flickr user ucumari Source: Flickr user smitag4
  7. 7. <ul><li>AJWS </li></ul>Source: mcommons.com/blog AJWS Red Cross receiving half of their donations by text msg. $27m by 1/19
  8. 8. <ul><li>Characteristics of Social Media </li></ul><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>
  9. 9. <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.
  10. 10. <ul><li>GROUNDSWELL’s P.O.S.T. </li></ul><ul><li>P EOPLE: Identify audience(s) </li></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>What are your audience’s goals? </li></ul></ul><ul><li>What is the S TRATEGY to reach these goals? </li></ul><ul><li>Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine! </li></ul>
  11. 11. <ul><li>John Fitch’s Steam Engine </li></ul>
  12. 12. <ul><li>John Fitch’s Steam Engine </li></ul>
  13. 13. <ul><li>A Tool Can Be A Game Changer </li></ul>Traditional Media Brand in control One way / Deliver msg Repeat message Focused on the brand Educating Org creates content Social Media Audience in control Two way / Conversation Adapt the message Focused on the audience Influencing, Involving User and co-created content How are you adapting?
  14. 14. <ul><li>LISTENING </li></ul>Source: Flickr user andyadontstop
  15. 15. <ul><li>HOW TO LISTEN </li></ul>Keywords Influencers Staffing Who’s talking about you? Who’s talking about your field? What’s most important to your audience? Breadth, Depth, Reach Are you on their radar? What will they pass on? Who is listening? How do they respond? What are they learning? How do they pass on info?
  16. 16. <ul><li>Google Alerts </li></ul>
  17. 17. <ul><li>Google Blog Reader </li></ul>Subscribe Organize Monitor RSS: Really Simple Syndication www.google.com/reader
  18. 18. <ul><li>Open </li></ul><ul><li>Your </li></ul><ul><li>Ears </li></ul>Temple Israel, Memphis Facebook Page
  19. 19. <ul><li>Open </li></ul><ul><li>Your </li></ul><ul><li>Ears </li></ul>Temple Sinai, Oakland, CA
  20. 20. <ul><li>Twitter </li></ul>
  21. 21. <ul><li>How </li></ul><ul><li>To </li></ul><ul><li>Begin </li></ul><ul><li>Listening </li></ul><ul><li>Identify Keywords </li></ul><ul><ul><li>Key people’s names, URLs, related organizations, grantees, industry keywords, etc. </li></ul></ul><ul><li>Identify Key Influencers </li></ul><ul><ul><li>Who is sharing info on your industry </li></ul></ul><ul><ul><li>Who is connected to the audiences you want to engage with </li></ul></ul><ul><ul><li>Who are your online mavens and connectors (internal and external) </li></ul></ul><ul><li>Set up tools, people, communication </li></ul><ul><li>SocialFish offers Listening Audits </li></ul>
  22. 22. #1 Social media is continuing to evolve. Fast. ENGAGING
  23. 23. Red Cross
  24. 24. A Person, Not Just A Brand
  25. 25. <ul><li>Connect with people based on their interests. And add value </li></ul><ul><li>Find “green parenting” bloggers who are “influencers” </li></ul><ul><li>Comment on their posts -- educate them and their readers. </li></ul><ul><li>Builds a distribution channel and network </li></ul>Add Value, Make Connections
  26. 26. <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
  27. 27. <ul><ul><ul><li>Respond when: </li></ul></ul></ul><ul><ul><ul><li>- Someone has given you a compliment; </li></ul></ul></ul><ul><ul><ul><li>- Someone has a valid complaint; </li></ul></ul></ul><ul><ul><ul><li>- You have something to offer; </li></ul></ul></ul><ul><ul><ul><li>- Information is incorrect. </li></ul></ul></ul>When to Respond
  28. 28. Real Life Example
  29. 29. Make Your Content Social
  30. 30. <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
  31. 31. <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
  32. 32. <ul><li>Get out and socialize. Add value. Connect. </li></ul>Use Your Outposts!
  33. 33. <ul><li>“ Organizations no longer </li></ul><ul><li>have a monopoly on </li></ul><ul><li>organizing” </li></ul><ul><li>-Clay Shirky </li></ul>A Platform for Self-Organizing 1000 volunteers 10,000 donors 202 cities $700K+ raised What does this mean for Federation?
  34. 34. Allow Users to Remix
  35. 35. <ul><li>Authenticity buys attention </li></ul><ul><li>How can you make UJA federation personal? </li></ul>Social Means: Make It Human
  36. 36. <ul><li>What is BUZZ? </li></ul><ul><li>What is VIRAL? </li></ul><ul><li>Remember POST </li></ul>Generate Buzz
  37. 37. <ul><li>Energize - Sixth and I tent video and tweets </li></ul><ul><li>Empower others to spread the news </li></ul><ul><li>Tweetsgiving hashtag about Thankfulness IS marketing their campaign, and walking the walk. </li></ul><ul><li>Use your relationships </li></ul>Lead Up To Events or Campaigns Source: Edelman
  38. 38. <ul><li>Blog </li></ul><ul><li>Twitter (#beth53) </li></ul><ul><li>Facebook (Causes) </li></ul><ul><li>475 Tweets with the #beth53 </li></ul><ul><li>66 blog posts (others) </li></ul><ul><li>2047 clicks on the link </li></ul><ul><li>40% new donors </li></ul><ul><li>8 years -- guess total raised? </li></ul>Use Multiple Channels Beth Kanter is 53
  39. 39. Community Building Source: Flickr user JYRO
  40. 40. Community Building Source: Flickr user Rick Neves
  41. 41. Community Building Source: Flickr user divemasterking2000
  42. 42. <ul><li>Kevin Kelly (Founder of Wired Magazine): </li></ul><ul><li>1. Immediacy - priority access, immediate delivery </li></ul><ul><li>2. Personalization - tailored just for you </li></ul><ul><li>3. Interpretation - support and guidance </li></ul><ul><li>4. Authenticity - how can you be sure it is the real thing? </li></ul><ul><li>5. Accessibility - wherever, whenever </li></ul><ul><li>6. Embodiment - books, live music </li></ul><ul><li>7. Patronage - &quot;paying simply because it feels good&quot;, e.g.Radiohead </li></ul><ul><li>8. Findability - &quot;When there are millions of books, millions of songs, millions of films, millions of applications, millions of everything requesting our attention — and most of it free — being found is valuable.&quot; </li></ul>ATTENTION ECONOMY
  43. 43. <ul><li>P EOPLE: Identify audience(s) </li></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>What are your audience’s goals? </li></ul></ul><ul><li>What is the S TRATEGY to reach these goals? </li></ul><ul><li>Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine! </li></ul>REMEMBER: P.O.S.T.
  44. 44. <ul><li>Tangible </li></ul><ul><li>Donations </li></ul><ul><li>Leads </li></ul><ul><li>Subscribers </li></ul><ul><li>Members </li></ul><ul><li>Saved time saved cost </li></ul><ul><li>Increased hits/rank, PR </li></ul><ul><li>Action </li></ul>MEASUREMENT <ul><li>Intangible </li></ul><ul><li>Learning </li></ul><ul><li>Interaction </li></ul><ul><li>Engagement </li></ul><ul><li>Branding </li></ul><ul><li>Loyalty </li></ul><ul><li>Satisfaction </li></ul><ul><li>Feedback </li></ul>Source: KD Paine, a social media metrics expert.
  45. 45. Review of 5 Stages <ul><li>LISTENING </li></ul><ul><ul><ul><li>Tools e.g. Google Alerts and blog readers </li></ul></ul></ul><ul><ul><ul><li>Who will be listening? </li></ul></ul></ul><ul><ul><ul><li>Internal communications, tracking </li></ul></ul></ul><ul><li>ENGAGING </li></ul><ul><ul><ul><li>Find places to engage (influencers, blogs, conversations) </li></ul></ul></ul><ul><ul><ul><li>Add value </li></ul></ul></ul><ul><ul><ul><li>Be human </li></ul></ul></ul><ul><li>USING SOCIAL CONTENT </li></ul><ul><ul><ul><li>Create content for social uses </li></ul></ul></ul><ul><ul><ul><li>Invite others’ voices </li></ul></ul></ul><ul><ul><ul><li>Create structures for conversations around your mission </li></ul></ul></ul><ul><li>GENERATING BUZZ </li></ul><ul><ul><ul><li>Find your voice </li></ul></ul></ul><ul><ul><ul><li>Build relationships with key energizers </li></ul></ul></ul><ul><ul><ul><li>Use multiple channels </li></ul></ul></ul><ul><li>COMMUNITY BUILDING </li></ul><ul><ul><ul><li>Cooperative pursuit of your mission </li></ul></ul></ul><ul><ul><ul><li>Empower your community and collaborate with them </li></ul></ul></ul>
  46. 46. <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/PR. </li></ul>FINAL THOUGHTS