darim: foundations of social media
DESCRIPTION
webinar for Darim Online 10-19-10.TRANSCRIPT
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The Foundations of Social Media:
Facebook, Twitter and Social Media’s Implications for Jewish Orgs
Presented by Lisa Colton, Founder & President Darim Online
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COMMUNICATIONS REVOLUTION
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COMMUNICATIONS REVOLUTION
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Unaffiliated but stronglyconnected. Prospects!
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 your80/20 people:Mavens and ConnectorsMore effective atExpanding ourReach than the “institution”.
Circle representscurrent “community”,the tight(er) innernetwork.
In general, the thicker the interior network,the stronger the community.
Use Networks Smartly
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Characteristics of Social Media
• Participatory: It blurs the line between producer and consumer, media and audience.
• Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy.
• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth & strength of communities around a particular shared interest.
• Connected: Thrives on being connected, rather than being territorial and proprietary.
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OpenYourEars
Temple Israel, Memphis Facebook Page
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• See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008
• JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw
• “Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED
Ambient Awareness
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OpenYourEars
Temple Israel, Memphis Facebook Page
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Attention EconomyAdd ValueBe RealPrepare for Constant ChangeChanging Power Structures
5 New Rules of the Game
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#1 THIS IS AN ATTENTION ECONOMY
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#2: ADD
VALUE
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Social Content is Social Capital
• Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources.
• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.
• 1:12 or 1:20 ratio
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Unofficial Outposts
Find places where your target audience goes.
Participate in the conversation. Add value, educate, include links.
Use your “listening” to identify these places.
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#3: BE REAL
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Voice: Sixth & I Synagogue in DC
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#4: Prepare for Constant Change: Anticipate The Market & Be Nimble
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#5: Shifts in Power
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Real Life Example
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John Fitch’s Steam Engine
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John Fitch’s Steam Engine
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FINAL THOUGHTS
• Stay nimble - Change will continue• Know what you want to measure
and how you’ll know if you’re successful
• Think about staffing and guidelines• Address your whole culture, not
just marketing & communications.
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IT’S NOT ABOUT TECHNOLOGY
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Upcoming Webinars
Social Media Guidelines and PoliciesThursday, October 28, 1pm-2pm ET
Guest expert Amy Bolton, JFS of Bergen and North Hudson, with Lisa Colton, President, Darim Online
Darim's Open Office Hours - The Coach is In!Monday, November 1, 1pm-2pm ET
The Networked Nonprofit: Leading Your Org for Success in the Digital AgeWith Special Guest Allison Fine
Wednesday, November 3, 1-2pm ETCo-author of The Networked Nonprofit & synagogue president
Facebook Strategies for Jewish OrganizationsTuesday, November 16, 1pm-2pm ETLisa Colton, President, Darim Online