biennial sm intensive

URJ BIENNIALSOCIAL MEDIA INTENSIVE

Lisa ColtonPresident, Darim Online

Chief Learning Officer, See3 Communicationslisa@darimonline.org

@darimonline #URJsm

Details….

Slides are posted online – see handout for link!

Tweeters:#URJSM if you’re tweeting about this sessionWe’ll peek in on the tweets from time to time!

ROVERS!

• Alex Gelman, Assistant Director of URJ Camp Harlam

• Patrick Stanley, NFTY Online Communications Coordinator

• Mike Fuld, NFTY Regional Director of Youth Engagement

• Marissa Frankel, Assistant Director of Eisner Camp

• Jane Herman, URJ Executive Writer and Editor

Traditional Mindset: Hub & Spokes

Network Mindset

“connect and collaborate” rather than “command and control”

ATTENTIONLISTENBE REALDEEPENADD VALUE

5 New Rules of the Game

#1 THIS IS AN ATTENTION ECONOMY

#2 Listen

Temple Israel, Memphis Facebook Page

… Be Social

Temple Israel, Memphis Facebook Page

Bring Your Social Skills!

#4: BE REAL

Voice: Sixth & I Synagogue in DC

Make it Personal

Make it Personal

#4: DEEPEN

Temple BethAbraham in Tarrytown, NY

Ask Questions!

Congregation Beth Israel, San Diego

INVITE DEEPER CONNECTION

BUILD A CULTURE

#5: ADD

VALUE

Social Content is Social Capital

• Social Capital is the value of connections between and among nodes in social networks.

• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.

• 12:1 ratio of adding value.

Add Value

FIND YOUR VOICE

CHEVRUTA

• If you were a celebrity, who would you be?• If you were a car, what would you be?• If you were a color, what color would you be?

TURN TO YOUR NEIGHBOR, INTRODUCE YOUSELF, AND DISCUSS THE VOICE OF YOUR CONGREGATION.

Case Study:The Social Sermon

By Rabbi Paul Kipnes, Congregation Or Ami, Calabasas, CA

rabbipaul@orami.orghttp://rabbipaul.blogspot.com/

How a Whole Congregation Wrote its Rabbi's

Yom Kippur Sermon

How a Whole Congregation Wrote its Rabbi's Yom Kippur Sermon

It seemed so lazy... But it really took a lot more work

How a Whole Congregation Wrote its Rabbi's Yom Kippur Sermon

It seemed so lazy... But it really took a lot more work

AND IT WORKED.

Congregation Or Ami Congregants Tell their Own Stories

• David Sackman - On the Hardship of Financial

Ruin• Eric and Jill Epstein - On the Challenges of

Raising a Child on the Autism Scale • Mike Moxness with Debbie Echt-Moxness - On

Living On After a Diagnosis of Cancer• Hedi Gross' Presidential Speech - A Spiritual

Journey

LESSONS LEARNED

• Social Sermons Work• Jewish TED Talks Inspire• Rabbinic Tzimtzum (contraction) Fosters

Deep Reflection• Weaving in New Technologies and Methods

Animate Communities

Mike Moxness with Debbie Echt-Moxness - On Living On After a Diagnosis of Cancer

BREAK

10 minute break.

Second half:- Tachlis Tips for Your Channels- Integrating Social Media - Personal Learning Networks- Case Study from Lindsay Ganci

SECOND HALF AGENDA

• Decoding Twitter• Punchlist for Channels• Content Curation• Designing For Social• Personal Learning Networks• Case Study from Lindsay Ganci

Twitter Vocabulary

@ denotes username

RT = “ReTweet”

MT = “Modified Tweet”

DM = Direct Msg

# denotes hashtag

HASHTAGS!

#URJBIENNIAL

Listening on Twitter:Mentions

When people are talking TO you or ABOUT you.

Based on your settings and tools, you’ll get a notification when someone mentions you

ESTABLISHING YOUR ACCOUNT

Username, image, description.

Usernamewww.facebook.com/username

COVER PHOTO AND PROFILE PIC

Description

Remember: Who is your audience? What do they need to know, feel and understand?

New:Ratings

Facebook Insights: USE THEM!

ENGAGEMENT, NOT LIKES!

Likes -> Reach -> Engagement -> Action/ImpactLikes < ReachReach < Engagement

What Do You Need to Scaffold?

#UJAEVENTS @LISACOLTON

LIST 3 GOALS FOR YOUR CONGREGATIONAL SCAFFOLDING

CHEVRUTA:

WHAT IS YOUR GOAL?WHAT ARE YOU SCAFFOLDING?WHAT WOULD THE CONTENT BE?WHERE WILL YOU FIND IT?HOW WILL YOU CREATE IT?

CONTENT CURATIONis the process of sorting through the vast

amounts of content on the web and presenting it in a meaningful and organized

way around a specific theme.

"Curation comes up when search stops working…[and] when people realize that it isn't just about information seeking, it's also about synchronizing a community.”

-Clay Shirky

Curation Examples

Be intentional: Where are you bringing them?

What are you saying about yourself?

Pinterest

PinterestCreate your own pinsGet your content sharedCurate from other sources

Crowdsource with Tagging

DESIGNING FOR SOCIAL

• Don’t be a bullhorn• Integrate with programs, goals, strategies• Be people focused, not institutionally focused

Instagram

• Content capture

• Sync with other channels to leverage content and amplify

• Market hashtag!

CONNECTING ON SITE AND ONLINEBeth El Synagogue Center

#UJAEVENTS @LISACOLTON

Design For Social

CREATE SHAREABLE CONTENT

Hint: often about shared values and human insight, not org-focused.

ACCESSIBILITY:Convenience of

today’s online social tools

VALUE:

Resources, answers, insight, inspiration.

SOCIAL:Relationships, dialogue,

community

Personal Learning Networks

Some Social Media Venues

Getting Started

• Find a Few Different Relevant Venues• Set a Manageable Amount of Time • Learn Communal Norms• Be Generous • Post Resources• Accept Offers To Help • Engage in Conversation• Be Playful & Positive

Facebook Groups: JEDLAB

Facebook Groups: Darim Educators

Twitter: #JED21

Skills: Tag People

Lindsay GanciDirector of Youth Engagement

The Community SynagoguePort Washington, NY

LGanci@commsyn.org516.883.3144 ext. 330

@LEPGanciwww.facebook.com/POWTYYouthPrograms

Who Am I? Kids & teens I work with want to connect to the real me – so I’ve got to share who that person really is!

How I use social media to connect to youth Jewishly…Generate excitement abouttravel to Israel!

Share praise for participation in

Hebrew high school and life cycle events!

`````` Pump up participants and community about teen participation in our local and regional Jewish programs!

How I use social media to connect to Jewish teens as their whole selves!

Spread the word:I like spending time With our teens and miss them when we’re on school breaks!

Wish them luck on standardized tests!

Share with the twitterverse that you spend time with them, In the synagogue & outside!

Pay attention to their unique interests &

connect using them!

Share excitement for their Accomplishments and involvement outside the synagogue community

Active Steps Towards Relationship Development & Engagement through Social Media

Birthday shoutouts!

Making teen participants Feel appreciated!

Praise for participation and activism inspire future participation!

Active Steps Towards Relationship Development & Engagement through Social Media

Use social media to share the fun we have in our youth program!

Connect to teens personally, acknowledging and appreciatingeverything they care about… not just Judaism!

Share photos, photos, and more photos!!

I share (lots of)Photos and generateexcitement!

POWTY parents help to spread the word about our programs when they share my posts!

Speak their languageFacebook and Twitter are just the beginning…

Get on Snapchat & Instagram! Generate memes!Connect to and engage more participants using these tools.

Why everyone on your congregation’s staff team should be creating connections with social media:

Event promotionis just the beginning!

Share successes…

everyone wants to know!

Why everyone on your congregation’s staff team should be creating connections with social media:

Share holiday wishes and deepen connections and relationships!

Send a message aboutwhat your congregationstands for!Motivate “friends” and “followers” towardstikkun olam action, creating opportunitiesfor togetherness!

Why everyone on your congregation’s staff team should be creating connections with social media:

Social media can be used to deepen engagement and relationships… …and teen response is the proof!

Don’t Stop Now!