Temple Israel of New York
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Transcript of Temple Israel of New York
The Foundations of Social Media:
How Social Media is Changing the Rules of the Game for Synagogues
Presented by Lisa Colton,
Founder & President
Darim Online
434.977.1170
Our Plan Today
• 5 New Rules of the Game• Designing for Engagement• Reviewing Your Channels• Back of the Napkin Strategy
Characteristics of Social Media
Participatory
Open & Democratic
Conversational
Communal
Connected
#1 THIS IS AN ATTENTION ECONOMY
#2:
ADD
VALUE
Value 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 even 1:20 ratio
#3: BE REAL
Temple Israel, Memphis Facebook Page
Develop Your Voice:
Examples
From Twitter
Be conversational!
Accessibility
http://www.formspring.me/rabbiblake
Be a Real Person!
Rabbi Larry Bach, Temple Mount Sinai, El Paso, TX
Listening is
Paramount
#4 INVEST IN, DEVELOP & LEVERAGE NETWORKS
Unaffiliated but strongly
connected. 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 your
80/20 people:
Mavens and
Connectors
More effective at
Expanding our
Reach than the
“institution”.
Circle represents
current “community”,
the tight(er) inner
network.
In general, the thicker the interior network,
the stronger the community.
Use Networks With Purpose
Ask Questions:
Be a Platform
For Conversation
Temple Beth Abraham, Tarrytown, NY
Tagging people is a way to invite
them into the conversation
UserGenerated
Content
#5: Shifts in Power
Unofficial Outposts
Instead of making them come to you, you go to
them.
Real Life Example
Of Power Shift
Prepare for Constant Change: Anticipate The Market & Be Nimble
John Fitch’s Steam Engine
John Fitch’s Steam Engine
Your Channels
The Challenge
Institutional Bullhorn Community Embrace
Design for Highest Return on Engagement
Create a
video,
message,
tweet, blog
post, Share
about the
org/events
Become a fan
Friend
Follow
Join
Discuss
Ask
Comment
Post reviews
Give feedback
Vote
Contribute
ideas
Visit
Watch
Download
Read
Play
Engage Contribute Participate Create
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Engage
Contribute
Participate
Create
Opportunities
for others to
CONTRIBUTE
Invitation to
PARTICIPATE
Engage
Contribute
Participate
Create
Engage
Contribute
Participate
CreateOpportunities for
Creation
IT’S NOT ABOUT TECHNOLOGY
GROUNDSWELL’s P.O.S.T.
1.PEOPLE: Identify audience(s)
2.OBJECTIVES
– What are you goals and objectives
for this audience?
– What are your audience’s goals?
3.What is the STRATEGY to reach these
goals?
4.Determine the specifics of the
TECHNOLOGIES you’ll use. Implement,
measure, refine!