Lisa Colton's consultation with TINYC May 2012

1. 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
Lisa@darimonline.org
434.977.1170

2. Our Plan Today
• 5 New Rules of the Game
• Designing for Engagement
• Reviewing Your Channels
• Back of the Napkin Strategy

5. Characteristics
of Social Media
Participatory
Open & Democratic
Conversational
Communal
Connected

7. #1 THIS IS AN ATTENTION ECONOMY

8. #2:
ADD
VALUE

9. 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

10. #3: BE REAL

11. Temple Israel, Memphis Facebook Page

12. Develop
Your Voice:
Examples
From Twitter

13. Be conversational!

14. Accessibility
http://www.formspring.me/rabbiblake

15. Be a Real Person!
Rabbi Larry Bach, Temple Mount Sinai, El Paso, TX

16. Listening is
Paramount

17. #4 INVEST IN, DEVELOP & LEVERAGE NETWORKS

18. Use Networks With Purpose
Circle represents
current “community”,
Unaffiliated but strongly the tight(er) inner
connected. Prospects! network.
Affiliated, but not well
connected to the These are your
community as a whole. 80/20 people:
At risk for dropping Mavens and
dropping out at key moments, Connectors
& good focus for engagement. More effective at
Expanding our
Reach than the
“institution”.
In general, the thicker the interior network,
the stronger the community.

19. Ask Questions:
Be a Platform
For Conversation
Tagging people is a way to invite
them into the conversation
Temple Beth Abraham, Tarrytown, NY

20. User
Generated
Content

21. #5: Shifts in Power

22. Unofficial Outposts
Instead of making them come
to you, you go to them.

23. Real Life Example
Of Power Shift

24. Prepare for Constant Change:
Anticipate The Market & Be Nimble

25. John Fitch’s Steam Engine

26. John Fitch’s Steam Engine

27. Your
Channels

28. The Challenge
Institutional Bullhorn Community Embrace

29. Design for Highest Return on Engagement
Engage Contribute Participate Create
Become a
Create a
Visit Post reviews fan
video,
Watch Give Friend
message,
Download feedback Follow
tweet, blog
Read Vote Join
post, Share
Play Contribute Discuss
about the
ideas Ask
org/events
Comment
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

30. Engage
Contribute
Participate
Create
Opportunities
for others to
CONTRIBUTE

31. Engage
Contribute
Participate
Create
Invitation to
PARTICIPATE

32. Engage
Contribute
Participate
Create
Opportunities
for Creation

34. IT’S NOT ABOUT TECHNOLOGY

35. GROUNDSWELL’s P.O.S.T.
1. PEOPLE: Identify audience(s)
2. OBJECTIVES you goals and
– What are for this audience?
objectives
– 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!