For Teen programs in the Jewish Education Project Incubator (Jan 2015)

1. NEW YORK AREA
JEWISH TEEN PROGRAMS
SOCIAL MEDIA
BOOT CAMP
Day 2:
Rubber Meets the Road

2. Content vs. Engagement
Meet your coaches
Influencers
Content calendars, dashboards & policies
Tiny Video!
Slides: : http://bit.ly/nyjewishteens2

3. Content vs. Engagement

4. Start With Why
Why are you on
social media?

5. Content is a Campfire

6. Facebook (Principle: Storytelling)

7. Twitter (Principle:Timeliness)

8. LinkedIn (Principle: Informative/Useful)

9. Images Rule

10. And the, um, Contents of the Content?
It’s social media, not sales media.
Add value. Inform and entertain, don’t shill.

11. Address
Your Goals
...and Theirs

12. Engagement is What Happens
Around the Fire

13. Engagement is Opinion (Not Yours)

14. ● Ask for the
engagement you
want
● Share stories &
emotional moments
● Listen & be
responsive
Invite
Engagement

16. What is the
engagement you want?
Some ideas:
• Cause/passion
• Crowdsourcing
• Games/contests
• Personal connection

17. Na’aseh v’nishmah
Na’aseh v’nishmah

18. January Through June
• 2 skill building webinars: Feb 23 & March 31
- What topics are highest interest for you?
• 3 hours of 1:1 coaching
- Use time wisely! Be prepared with an agenda.
• Social media “vitamins”
- Regular challenges to help you put theory into practice.
- First one: Design a post for engagement!
• Sharing within the cohort
- Facebook Group https://www.facebook.com/groups/jewishteens/
- Blog posts (share what you learn and what you’re doing!)

19. MEET THE COACHES!
Miriam
Keely
Lisa

20. Coaches & Teams Sit Together
1. Introduce yourselves
2. What’s your project?
3. What stage is it at?
4. What are your top priorities re: marketing?
5. What kind of help do you think your coach
can provide? And your peers?
6. Discuss pacing of coaching sessions

21. Personality & Voice

22. FIND
YOUR
VOICE
If you were a color?
If you were a celebrity?
If you were a car?

23. INFLUENCERS!

24. WE TRUST PEOPLE MORE THAN BRANDS
92% of consumers trust
user generated content
and word of mouth more
than advertising (Source:
Nielsen)

26. 8 Things Influencers Can Do For You
REACH RESONANCE
HIGH TOUCH
LOW TOUCH
Face Connector
Megaphone Reporter
Creative Close
Neighbor Defender

27. Megaphone: Spread the word to their large
audience
Reporter: On the ground reporter at your
event
Face: Spokesperson with an
audience
Connector: Introduces you to new
influencers, new platforms

28. Creative: Produces content within context
Close: Leverages close relationships,
highly personalized
Neighbor: Sparks conversation in a closer
knit community
Defender: Will speak up for you when
needed. (Important to have in
advance!

29. Build Relationships Before You
Need Them
1. They are about audience & authority
2. When you approach:
- Benefits to them
- Specifics they can use
- Deadlines that matter
3. Ask how you can help them (reciprocal!)

30. WHO ARE YOUR INFLUENCERS?
REACH RESONANCE
HIGH TOUCH
LOW TOUCH
Face Connector
Megaphone Reporter
Creative Close
Neighbor Defender
General categories, specific people, how you can reach them,
what do they need in hand to influence on your behalf?

32. Content
Calendars

33. Social Media Policy Workbook
For Jewish Organizations
http://www.darimonline.org/smpw
• 10 topics
• Sample language
• Exercises

34. Obstacles to Social Media Maturity

35. Fear

36. Allocation of Resources

37. Get Everyone On The Same Page

38. EMBRACE THE PROCESS
It can be even more
valuable than the
PRODUCT

39. Values Direct Policy

40. What Should You NOT Say?
What requires approval to post?
What is taboo?
From Westchester Day School’s policy:
“Never post real-time location information about WDS students online.”
“In an emergency or crisis, do not share information related to WDS via
social media; if WDS needs to communicate via social media, an
administrator will do so.”

41. Responding To Negative Things
Consider the actual damage that will be done
Should you limit or moderate discussion within your community?
Will hurtful comments damage
your community?
Where might people say these
things instead?
Will it let you show how
responsive you are?
From Denver Academy of Torah:
“We welcome the opportunity to have discourse and
engage with our community. As such, healthy
conversations and potential disagreements can be
productive and stimulating. Disparaging or personal
comments will not be tolerated. Take conversations
offline that require further discussion or are personal in
nature. We reserve the right to delete in appropriate
comments. Be open, responsive, professional and
positive.”

42. Personal vs. Professional: Posting
What is NOT okay to post in each
circumstance?
-Posting as the organization on
organizational account
-Posting as individual on
organizational account
-Posting as an individual on
individual account

43. From Charles E Smith Jewish Day School (sample of language used):
Employees are expected to exercise prudence in creating their online networks in social
media. Because of the widespread use of Facebook and the opportunities it provides for
providing access to an employee’s personal information and postings, the School has
established the following provisions for establishing social media relationships
(“friending”) students, alumni, parents, and other members of the professional
community.
Employees may not initiate or accept friend or contact requests from current students of
any age or former students under the age of 18…
Employees are discouraged from “friending” parents of current or prospective students,
due to the inherent conflicts of interest that this may raise …
Employees are asked to use good judgment when making or accepting “friend” (or
“connection”) requests to or from School colleagues…
The School encourages employees to remind all other members of their networks of their
positions as educators whose profiles may be accessed by students and other members
of the School community…

44. Rethinking Video:
Teeny Tiny

45. Online Video
What video are you creating?
More than half of all Internet content
is video.
Video earns more attention every
time.
Every month 4 billion hours of video
are viewed on YouTube.
Every year more than 350 million
videos are shared on Twitter. (and
the just released a new in-app video
tool)
The video train has left the station

46. But there are barriers …

47. +

48. The
POWER of
Storytelling…
Simplified.

50. Make it personal

51. Tiny is a great place to start
• A branded Vine video is now viewed four times more
often than a regular branded video
• Much easier and cheaper = more often
• Deeply integrated with social sharing

52. Vine: 6 seconds

53. Instagram: 15 seconds tops

54. MATCHING AUDIENCE BEHAVIOR & YOUR GOALS: CONTEXT & CONTENT

55. What’s the Goal?

57. How do you choose?

58. Instagram: And now Hyperlapse!
1x speed (a slower version) all the way up to 12x speed (super fast).
GYRPSCOPE stabilization magic!

60. LET’S MAKE
SOME
VIDEOS!

61. POST YOUR FINISHED VIDEO AND TAG IT
#jed21
(Permissions need to be open on Instagram for us
to see it)
SO WE CAN SEE IT!

62. Slides: : http://bit.ly/nyjewishteens2