Kickoff

1. Teen Social Media Fellowship
Kickoff October 18, 2015

2. See3 provides strategy, video and digital services to
nonprofits and social causes.
We help do-gooders change the world by delivering on
goals like fundraising, awareness, recruitment and more.
With a dedicated focus in the impact sector, we help our
clients achieve their mission as effectively and efficiently
as possible in our rapidly evolving communications
landscape.
See3 designs our process explicitly to inform, empower
and support our clients throughout the project.
THE DIGITAL AGENCY FOR DO-GOODERS
SEE3 COMMUNICATIONS

3. LEADERSHIP IN MISSION-DRIVEN STORYTELLING

4. A Little About Me
Lisa Colton
Chief Learning Officer, See3 Communications
Founder and President, Darim Online
lisa@see3.com
@lisacolton @darimonline

5. Now it’s about YOU
•Name, where you live, and
where you go to school
• How did you find out
about this fellowship and why
did you apply?
•What are you good at? What
do you want to learn?

6. The Game Plan
1. New Marketing and the Power of Stories
2. About the Program
3. Asking Good Questions: Theory and Practice
4. Developing Your Personal Brand
5. Looking Ahead

7. STORIES
AND THE WAY THEY ARE SHARED
HAVE INFLUENCE

9. Your Stories of Influence
In chevruta (groups of 3)
Share a brief story about a time when you
made a decision that was influenced by a peer.
•What do you notice about the role of the social
connection?
•What did the peer say or do that made an
important difference?
•What content did they use to influence you?

10. Share a story about a time when you
influenced someone else’s thinking or decision.
•Why did you want to influence them?
• How did you approach it?
•Why do you think it had an impact on them?
(e.g. emotion, content, relevance, timing)
Your Stories of Influence
In chevruta (groups of 3)

11. What did you hear?
What is Influence?

12. What is “Marketing”?
• “The science and art of exploring, creating,
and delivering value to satisfy the needs of a
target market.”
• Marketing is to sales as plowing is to planting
for a farmer—it prepares an audience to
receive a direct sales pitch.
• Marketing is how you influence people.

13. OLD MARKETING: LOUD

14. NEW MARKETING: SOCIAL INFLUENCE

15. How do you get content and influence
to move through networks?
Make waves that ripple outwards.

16. Rules of
Purposeful
Storytelling

17. #1 FIND YOUR WHY IN A NOISY ROOM

18. Simon Sinek: the best brands focus
not on what they do or how they do
it, but why they do it. Find your why
and you’ve found your story.
Transcend category by focusing on
your role in people’s lives. Compelling
brand stories speak to values, to what
your brand stands for and why it
exists.
WHY
APPLY COMPUTER:
Starting with WHAT:
"We make great computers. They're user
friendly, beautifully designed, and easy to
use. Want to buy one?”
Starting with WHY:
"With everything we do, we aim to
challenge the status quo. We aim to think
differently. Our products are user friendly,
beautifully designed, and easy to use. We
just happen to make great computers.
Want to buy one?"

19. 2. Who’s Your
Audience?
Think about direct and indirect audiences.
Identify stakeholders who reach your audience and
influencers who can amplify.

22. #3 The Contents of the Content
It’s social media, not sales media.
Add value. Inform and entertain, don’t shill.

23. Think About Your Voice:
Sixth & I Synagogue in DC

24. What will people DO with your content?

25. #4: BE SOCIAL AND ENGAGING

27. BE A GREAT
PARTY HOST
Set the tone, ask questions, introduce people.

28. #5: HELP YOUR
AUDIENCE
SEE & FEEL
THEMSELVES
IN THE STORY
1. Premise or starting place is familiar
2. Shared values established early on
3. Feelings evoked resonate
4. Delivery is timely

31. RECAP: 5 RULES OF STORYTELLING
1. FIND YOUR WHY
2. KNOW YOUR AUDIENCE
3. BE SOCIAL AND ENGAGING
4. THE CONTENTS OF THE CONTENT
5. HELP YOUR AUDIENCE SEE &
FEEL THEMSELVES IN THE STORY

33. All About The Fellowship
• Context: Jewish Teen Initiative
– Local and national
• Diverse programs people should know about!
• Fellowship has dual goals:
– To teach fellows social media strategies and skills
which you can leverage for future professional
and volunteer roles.
– To engage more teens in the diverse array of
opportunities for them in our community by
amplifying peer voices and experiences.

34. What’s Going to Happen?
Invest an average of 5 hours per week
• Workshops: Theory, skills, practice
• Project based learning
– Assignments and projects.
– Reflection and sharing.
• Content creation and curation
• Coaching

35. Assignments & Projects
• Regular “exercises” that are small
assignments.
– Experiment! Try new things and go outside your
comfort zone
– Can be done in one sitting, or quickly
• Projects – longer planning, collaborations.
– Strategy, planning, implementation
– Collaborating with a partner or team
– Supported by your coach
– Takes place over weeks or months

36. Communications
• Email from program organizers with updates,
details on workshops, and assignments
• GroupMe (app or text message)
• Project management platform
• Teen Initiative blog
Plus:
• Discuss communications with your coach
• Connect with each other
• Contact your staff rep with any questions!

37. COACHING

38. SOCIAL MEDIA
GUIDELINES

39. Ask Good Questions:
Interviewing &
Reporting Skills

40. Getting to Know The Landscape:
Local Teen Programs

41. What is a Personal Brand?

42. • A personal brand is what you stand for and what
makes you special. It includes your values, your
mission, and is an indicator for how valuable you are
to your audience.
• It’s what you’re known for: How others describe you.
It’s your reputation.
• The reason why people trust and value you, and listen
to what you have to say and offer.
• A personal brand is the consistent message your
project to the world.
• A personal brand should be authentically YOU.

43. WE TRUST PEOPLE MORE THAN BRANDS
92% of consumers trust user
generated content and word
of mouth more than
advertising (Source: Nielsen)

44. What Does a Brand Mean?

45. Personality & Voice: Nuance!

46. Example from Our Tradition

47. Personal
Brand
Exercises

48. PERSONAL BRAND: GOALS
What’s your vision for Jewish teens today?
• My vision is of a world where everyone understands who they are, where they come from, and
how they connect to others across the globe.
What’s your purpose? How can you help bring that vision to life?
• I want to encourage more teens to think about how to use their time for personal meaning, not
just resume building. I want to help them feel this sense of connection, and I want to connect
people to each other -- then they’ll make their own decisions.
What are your personal passions and values related to this work?
•I believe you have to know yourself well before you can make informed decisions. If you listen to
yourself and make choices based on that, you’ll be happy. My passion is helping people see things
for themselves that they might otherwise not have been able to see.
What are your personal goals for achieving this vision during this fellowship
experience?
•This isn’t all about me, so I will need to find stories and inspiring content from others too. I want to
learn how to tell those stories through my own voice in a goal-oriented way.

50. CONTENT CURATION
is 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

51. CHEVRUTA:
PERSONAL
BRAND MAP

52. Your Mission … in October
• Personal brand blog post
– Write a blog post introducing yourself and your role in
the teen initiative. Think about your personal brand –
what will you say explicitly, and what will you model?
• Interview someone with a strong personal brand.
– Use your new skills to develop your questions and style!
Share 3 reflections on personal brands with the group.
• Reading (links to be emailed)
– Find other interesting stuff? Share it!
• Find and follow 5 local Jewish teen programs
– Todays orgs and others. What resonates with you?
• Launching our blog
– Anyone want to help Zach design and launch it?

53. Na’aseh v’nishmah
Do, and you’ll understand

54. Comments, Questions, Reflections

55. Slides: : http://bit.ly/lateenfellowship