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UPSTART BAY AREA – HAAS INNOVATION & LEADERSHIP NETWORK FOR EXECUTIVE DIRECTORSEsther D. KustanowitzApril 8, 2014
YOUR QUESTIONS (WE WILL ANSWER THROUGHOUT) What are some simple routines to try/actions
to take that take modest amounts of time? What are the best platforms for us, the small
Jewish nonprofits? How much time and staff energy should one
devote to them? Is Facebook good? Should we be paying for
boosts? What is the goal or outcome
for social media efforts? Other questions?
CULTURE OF SOCIAL MEDIA STORYTELLING: “TOP-DOWN” TO “UP AND OUT!” Online engagement THEN:
hierarchical undemocratic user impact: low You’d buy what they’re
selling, or you wouldn’t
NOW: peer reviews consumer feedback & interaction invested “prosumer” class affects marketing, popularity,
troubleshooting “Inside the Wonkavator” – stories come from, and go,
anywhere IT’S ALL ABOUT THE RELATIONSHIP
http://content9.flixster.com/question/46/64/76/4664763_std.jpg
INITIAL EN
COU
NTER
•Healthy skepticism•First impressions•Immersion -“too soon?”•Right org/person at the wrong time is the wrong person/org•Sense that the person/project adds a unique value
DEEPEN
ING
ENG
AGEM
ENT
• Connection
• Interest• Dynamis
m• Sense of
Humor• Shared
experiences
• Buildingrelationships
DEEPEN
ING
RELATION
SHIP
•Deeper investment – time & emotion•Working together•Partnership•Shared experience
creating history
CON
FLICT OR CH
ALLENG
E
•Period of instability•Moment of dissent or distress•“I am not your consolation prize”•Admitting when you’re wrong•Intense work to repair relationship•Showing value
RESOLU
TION
•Trespasses forgiven•Conflict resolved•Understanding•Connected for life•Compromises (sauce on the side)
WHAT’S THE POINT (GOAL/OUTCOME)? Connect and Engage Toward Deeper
Relationships Communicate organizational message Let your audience know what you’re about Be available for their questions and feedback –
open, multi-directional channel Deepen their engagement toward action Engage them as stakeholders, empower them to
share your message Should my nonprofit organization be on
Facebook? (short answer: probably/yes)http://ejewishphilanthropy.com/should-my-synagogue-or-jewish-
nonprofit-go-on-facebook/
IS FACEBOOK ADVERTISING WORTH IT FOR SMALL/JEWISH NONPROFITS? Bad news: Recently, a study revealed that
Facebook page organic reach went from an average of 12.05% in October, 2013 to 6.15% in February, 2014.
OK news: When compared to traditional advertising like television, radio or print, Facebook is more affordable and more targeted.
Sources: Your Facebook Page’s Organic Reach is About to
Plummet – SocialMediaToday.com Why you should spend $1/day on Facebook ads –
Moz.com (their motto: TAGFEE: Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional)
SIMPLE ROUTINES TOWARD SOCIAL MEDIA LITERACY & STRATEGY Social Media Tourism
Learn the language Get recommendations from your friends who
have been there Visit Exotic Twitterland
Social Media Personal TrainingTrain for the marathon (work up to it)Devote some time every day – plan into the
scheduleAlternate types of exercise (so you don’t get
“bored)Find a workout buddy
YOU DON’T HAVE TO BE EVERYWHERE AT ONCE…Because you can’t…there’s a lot out there…
•Assess what your capacity is for media outreach (financial & human resources)•Choose a few tools that make sense for your audience, focus on them•Always stay informed of new things as they come up (Instagram was new once)•Aseh lakhem rav (find a resource)
THERE IS NO “BEST” OR “IDEAL” Measuring success depends on your goals &
priorities: Number of followers/likes on a page/profile Number of engaged followers (consistently
“liking,” commenting or RTing your messages) Followers who “break the fourth wall,”
interacting like stakeholders instead of consumers
Members in your organization Fundraising or sales Awareness Participation in events and initiatives (in-person
and online) Engaging volunteers, recruiting to board/donors
IDEAL LENGTH FOR ONLINE ENGAGEMENT
IDEAL LENGTH BREAKDOWN & ANALYSIS“Solid research exists to show the value of writing, tweeting, &
posting at certain lengths.” -Fast Company*
Blog post– 7-minute read (about 1600 characters) 40-55 characters/8=11 words per line
Facebook – 40 characters or fewer Twitter - around 100 characters – w/spike in RTs among those
between 71-100 characters Google Plus – fewer than 60 characters Headlines – 6 words Email subject header – 28-39 characters More in article (TED talks, domain names, etc)
*Notes: Above quote = 48 characters Research didn’t focus on Jews/nonprofits
WHAT STORIES ARE YOU TELLING TO THE PEOPLE YOU’RE “IN RELATIONSHIP” WITH? The organization or program itself? An event? The speakers/attendees at an event? What makes your program different from all
other programs? How can you show as well as tell your
story? (video, photos, etc) How can you engage the audience in a way
that transforms them from “readers” to co-storytellers, invested partners, prosumers?
CONTENT CREATION TIPS = HUMAN ENGAGEMENT TIPS(Treat your online constituents like they’re
offline…) Content is storytelling Show, don’t tell – words can be pictures Riveting content is
Current/topical Consistently on-message Deepens relationship Provides a unique value
emotional /intellectual shared passion – justice, equality, sports Distinctive tone, personality, humor
WHERE DOES CONTENT COME FROM? Google Alerts / Google News Search
(archives) Stay tuned to Twitter, CNN, BBC, Facebook –
what are people talking about? How does it relate to your work?
Authentic lenses on passionate subjects eJewishPhilanthropy.com, Harvard Business
Review, Jewish Journal, LA Times, venues you’d like to be published in, etc
Newsle, Nuzzel, content aggregators
HOW OFTEN TO POST? (GENERAL GUIDELINES TO START)
TOOLS & RESOURCES• Free webinars from DarimOnline.org and Wild Apricot• Inside Facebook and Mashable newsletters (social
trends/literacy in social media tools)• eJewishPhilanthropy, Google Alerts, Wired, Fast
Company, Harvard Business Review, Pew Internet Study - articles of interest
• Manifesto: Social Media for Jewish Organizations (My Urban Kvetch)
• The Future of Jewish Journalism (Or Anything Else) (eJewishPhilanthropy)
• Wanted: Jewish Leaders for the Digital Age (Ha’aretz)• Here Comes Everybody – Clay Shirky• Empowered Judaism – Elie Kaunfer
5 THINGS YOU CAN DO NOW
1. Set up some Google Alerts2. Sign up for eJewishPhilanthropy & Fast Company
emails (or more)3. Brainstorm ways you can create more engaged
“prosumers”4. Create a content plan that includes varied types of
content, media and voices5. Be open to input & inspiration from other places
(things you see on the street, parenting, pop culture trends, etc – great for SEO, when organic & non-exploitative)
