1) The NYC Health Department launched a campaign to promote condom use among teens using targeted social media ads and crowdsourcing ideas for condom designs. This increased awareness and changed perceptions of condom use. 2) An online Jewish community called OurJewishCommunity.org used social media and online content to engage Jews who could not regularly attend in-person services due to busy schedules and geographic isolation. This helped strengthen Jewish identity. 3) Both cases showed that social media and crowdsourcing can effectively engage communities and change perceptions, though in-person engagement is also important.

1. NYC Condom (NYC Health Department): Helping NYC “Get Some” Dave Kerpen, CEO, Likeable Media @DaveKerpen Laura Baum, Rabbi, OurJewishCommunity.Org @RabbiBaum

2. Agenda Case Study: NYC Health Department, Helping NYC “Get Some” Case Study: Our Jewish Community, Not Your Grandparents’ Judaism What do condoms and modern Judaism have in common? Q & A / Grand Prize

3. Objectives Re-energize existing NYC Condom Distribution Program (Increase awareness and community buy-in) Tackle myths about NYC Condoms head-on Change perception of condom use in general and NYC Condoms amongst teen demographic (cool factor)

4. Building a community on

5. Building a community on Drive the community via hyper-targeted ads to build an initial following.

6. Engaging the community on

7. Feedback from

8. A Real Conversation

9. The Condom itself joins

10. Let’s Talk About Sex

11. And People Talk Back

12. Design Contest Contest Results: Over 600 unique entries for the NYC Condom design were submitted from all five boroughs and from around the world. Over 15,000 online ballots/votes were cast.

13. Earned Media Results

14. Key Learnings Social media stunts are good for earned media, but community engagement is better for changing perception. Use the consumer’s tone of voice as much as you can. Crowdsourcing really works to engage communities, even non-participants.

15. All Brands should be likeable. Our Jewish Community Dave Kerpen November 2010

16. "Put a yarmulke on your other head." "Guard your coming and your going." "Keep your sausage kosher." "Love your neighbor as yourself." "Even Noah had a raincoat." "In case this night is different from all other nights." “ For your Tree of Life.“ "In case you can't Exodus before you Genesis.“ "Not quite ready for another Jewish mother?" "Next year in Jerusalem, not in Maternity." "Ten plagues you didn't get; don't press your luck." Judaism and Condoms

17. A Changing Community Rates of synagogue affiliation are dropping. Many people have hectic schedules preventing them from being able to attend important services.

18. A Changing Community Geographic isolation makes it hard for many Jews to attend synagogue. Online content helps connect those who are far from synagogue locations.

19. Goals For Our Jewish Community Provide resources and a connection to Judaism to an evolving Jewish community. Create a new model of community and congregational life. Reach previously unengaged or under-engaged Jews while strengthening their Jewish identity. Laura Baum Robert B. Barr

20. Judaism Meets Technology Solutions: Keeping Jews connected to their Religion and Community. Recognize the changing needs of the Jewish community. Using OurJewishCommunity.org to provide the community with sermons, news, and updates – and build community!

21. Judaism Meets Technology Solutions: Connect and reach out to Jews that have not found a home in traditional institutions. Adapting to changes by using technology and social media. Create a modern day experience that will draw in people of all ages.

22. Judaism Meets Technology Online Materials and Resources for all Ages Livestream Blogs Videocasts on YouTube Audio Podcasts on iTunes Facebook Fan Page Twitter Feed Rabbis Baum and Barr use the following tools to produce live content:

24. Judaism Meets Technology Benefits: 24/7 access. Convenient for those with busy schedules. No geographic restrictions or boundaries.

25. Judaism Meets Technology Benefits: Promotes individual autonomy. Promotes the opportunity to be a part of the future of Judaism.

26. The New Jewish Community View services from the comfort of your home. “ Chatting” during service is actually encouraged.

27. Your Memorial Service brought tears to my eyes and heart remembering those dear to me… thank you for the scrolling pictures of those sweet memories! The Memorial Service with the photo display was profoundly moving. At the moment I saw my Mom’s picture, I knew that I had found a home for my beliefs, my hopes, and my dreams. Thank you for helping me to keep Humanistic Judaism in the forefront of my life. Customizing for online

28. Quantitative Results OurJewishCommunity.org saw an 1,200% increase in viewers after streaming Holiday services. Over 3,660 computers tuned into the 2009 Yum Kippur service. Over 8,000 computers joined us for High Holidays 2010. There have been more than 32,000 views on the OurJewishCommunity.org YouTube Channel.

29. Quantitative Results OurJewishCommunity.org has been featured in more than 100 major articles and has received over $5,000,000 in earned media equivalents Some of the major press includes: The New York Times Jerusalem Post Air America Radio Tablet Magazine: A New Read on Jewish Life Huffington Post

30. Quantitative Results OurJewishCommunity.org has over 6,000 people who have become fans of the page.

31. Facebook Ads Create Likes and Interests that will draw the right target

32. Facebook Ads

34. Content Results 44 video Podcasts and 110 audio Podcasts. Over 430 pages of content. Video-streamed high Holiday services. Interactive Facebook app where people can build their own Matzah Ball character. Online Passover seder

35. Let’s Hear From The Congregation “ I was moved, inspired, and felt part of an incredibly large community.” While we think the numbers speak for themselves, we can’t ignore the volume of positive feedback we’ve received since our creation. “ My husband is a disabled veteran… I cannot tell you how wonderful it was… participating even though we sat in our own living room.” “ Those who say this can’t survive have never spent a service or two on here. We are a community”

36. Thank You Dave Kerpen CEO, Likeable http://Facebook.com/Dkerpen http://Twitter.com/Davekerpen dave@Likeable.com (212) 660‐2458