NEW YORK AREAJEWISH TEEN PROGRAMS

SOCIAL MEDIA BOOT CAMP

Day 2: Rubber Meets the Road

Content vs. Engagement

Meet your coaches

Influencers

Content calendars, dashboards & policies

Tiny Video!Slides: : http://bit.ly/nyjewishteens2

Content vs. Engagement

Start With Why

Why are you on

social media?

Content is a Campfire

Facebook (Principle: Storytelling)

Twitter (Principle:Timeliness)

LinkedIn (Principle: Informative/Useful)

Images Rule

And the, um, Contents of the Content?

It’s social media, not sales media.

Add value. Inform and entertain, don’t shill.

Address

Your Goals

...and Theirs

Engagement is What Happens

Around the Fire

Engagement is Opinion (Not Yours)

● Ask for the

engagement you

want

● Share stories &

emotional moments

● Listen & be

responsive

Invite

Engagement

What is the

engagement you want?

Some ideas:

• Cause/passion

• Crowdsourcing

• Games/contests

• Personal connection

Na’aseh v’nishmah

Na’aseh v’nishmah

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!)

MEET THE COACHES!

Miriam

Keely

Lisa

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

Personality & Voice

FIND

YOUR

VOICE

If you were a color?

If you were a celebrity?

If you were a car?

INFLUENCERS!

WE TRUST PEOPLE MORE THAN BRANDS

92% of consumers trust

user generated content

and word of mouth more

than advertising (Source:

Nielsen)

8 Things Influencers Can Do For You

REACH RESONANCE

HIGH TOUCH

LOW TOUCH

Face Connector

Megaphone Reporter

Creative Close

Neighbor Defender

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

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!

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!)

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?

Content

Calendars

Social Media Policy Workbook

For Jewish Organizations

http://www.darimonline.org/smpw

• 10 topics

• Sample language

• Exercises

Obstacles to Social Media Maturity

Fear

Allocation of Resources

Get Everyone On The Same Page

EMBRACE THE PROCESS

It can be even more

valuable than the

PRODUCT

Values Direct Policy

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.”

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.”

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

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…

Rethinking Video:

Teeny Tiny

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

But there are barriers …

+

The

POWER of

Storytelling…

Simplified.

Make it personal

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

Vine: 6 seconds

Instagram: 15 seconds tops

MATCHING AUDIENCE BEHAVIOR & YOUR GOALS: CONTEXT & CONTENT

What’s the Goal?

How do you choose?

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

GYRPSCOPE stabilization magic!

LET’S MAKE

SOME

VIDEOS!

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!

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