standing together. moving forward.

Online Tools for Communicationin the 21st Century

Lisa ColtonFounder & PresidentDarim Onlinelisa@darimonline.org 434.977.1170

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

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Overview

• Communications Revolutions• Exploring new models• What is a 21st century Rabbi?• Social media characteristics• Case studies• Web Sites & eNewsletters

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

DARIM ONLINE

Communications Revolution

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

DARIM ONLINE

Communications Revolution

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

DARIM ONLINE

What is Social Media?

The Term “Social Media” refers to online tools (web sites) that depend on user contributions and interactions between people to build shared meaning and value. It is:

• 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 and strength of communities around a particular shared interest.

• Connected: Thrives on being connected, making use of links to other sites, resources and people, rather than being territorial and proprietary.

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

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Social Capital

Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources.

Examples to share?

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

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Old and New Paradigms

Institution

Huge resources spent to coordinate & bring people into the institution

Institution acts as the coordinating infrastructure to support and empower the people

“Social media means ‘group action just got easier’” - Clay Shirky

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Applying Innovation to Existing Models

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Sometimes Requires Redesigning The System

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Question Assumptions

• Who is on the bima?• What is dynamic between

Rabbi and congregation?• How do youth and adults

learn?• Where are people willing to

contribute their energy and attention?

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

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What is a 21st Century Rabbi?

• With fundamental shifts in how people form identity, allocate their time and resources, find information and build community, what is the role of the 21st century Rabbi and synagogue?

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

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Be Goal Oriented

• Technology is a tool.• Success of a 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.

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Thinking Strategically: POST

1. PEOPLE: Identify audience(s)– Understand their technographics profile

2. OBJECTIVES– What are you goals and objectives for this audience?– Listening to needs, energizing alumni, connecting like

minded people…

3. What is the STRATEGY to reach these goals? – A plan (with room to grow)– Implications of the plan (privacy policies, training, etc.)– Who is in charge? Who is participating?– How to evaluate vendors/products

4. Determine the specifics of the TECHNOLOGIESyou’ll use. Implement, measure, refine!

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Using Networks Smartly

Unaffiliated but stronglyconnected. Prospective members!

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.

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

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Ambient Awareness

• 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

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Temple Sinai, Oakland, CA: Facebook

• Facebook strategy• Listening carefully,

capitalizing on opportunities

• Little time, great skill, prioritization

• Integrated with other marketing & communications

• Human and personal

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Listening Skills

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Beth Israel, VA: Preschool Blog

• CBI Preschool• Share what’s going

on inside with interested parties outside

• Reinforce learning at home

• Demonstrate value beyond the obvious

• Embed video

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Sixth and I Synagogue, DC: Twitter

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Official and Unofficial Outposts

Find relevant conversations and contribute value

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A Note on Staffing (Temple Israel, Memphis)

1) This is everyone’s job

2) Who is responsible?

3) Internal communications

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Web Sites and e-Newsletters

• On one foot: Necessary but not sufficient• Still first point of contact for many• Home base for basic information• Portal to social media:

– List usernames/links/invitations on web site and other media– Tease blog posts or other activity in e-newsletter– Keep community/social capital mindset– Well structured, user experience is everything– Make it easily accessible via mobile

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It’s About Technology… AND MUCH MORE.

• Tools & Skills• Org & community culture• Business strategy• Staffing & priorities• Understanding the

paradigm shift• Everyone’s business• What does the synagogue

of the 21st century look like?

• How do we get there?