From the Gutenberg Talmud to the iPad Torah:
Technology and the Jewish CommunityLisa Colton & Dan Sieradski
Wexner Heritage Program Summer Institute, 2010
Agenda
• Communications Revolution• Characteristics of Social Media• How The Rules Have Changed• Implications for the Jewish
Community• Evolving Models of Leadership
Goals
Demystify social media Help you think strategicallyBuild vocabularyLearn from real examplesInspire you to think about leadership in new ways
Warning: You may feel overwhelmed! (And excited, and inspired.)
COMMUNICATIONS REVOLUTION
COMMUNICATIONS REVOLUTION
FEAR OF CHANGE
FEAR OF CHANGE = OPPORTUNITY MISSED
Industry Overhaul
Constant Change: Anticipate The Market
Between a PIONEER
&a TORTOISE
Is a FAST
FOLLOWER
Source: Flickr user ucumari
Source: Flickr user smitag4
AJWS
Source: mcommons.com/blog
AJWS
Red Cross receiving half of their donations by text msg.
$27m by 1/19
Characteristics of Social Media
The Term “Social Media” refers to online tools (web sites) that depend
on user contributions and interactions between people to build shared
meaning and value. It is:
• Participatory: It blurs the line between producer and consumer, media and audience.
• Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy.
• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth and strength of communities around a particular shared interest.
• Connected: Thrives on being connected, making use of links to other sites, resources and people, rather than being territorial and proprietary.
Empowered in Voice
Empowered in Choice
Power Shift
Traditional Media
Brand in control
One way / Deliver msg
Repeat message
Focused on the brand
Educating
Org creates content
Social Media
Audience in control
Two way / Conversation
Adapt the message
Focused on the audience
Influencing, Involving
User and co-created content
How are you adapting?
RULES OF THE GAME ARE CHANGING
#1 Listening Is ParamountSource: Flickr user andyadontstop
Customer Service
OpenYourEars
Temple Israel, Memphis Facebook Page
OpenYourEars
Temple Sinai, Oakland, CA
#2 THIS IS AN ATTENTION ECONOMY
#3: ADD VALUE
Social Content 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 ratio
#4: Be Human & Find Your Voice
Find Your Voice
#1
Social media is
continuing to evolve.
Fast.
# 5: Engage
Engage
Find places where your target audience goes.
Participate in the conversation. Add value, educate, include links.
Use your “listening” to identify these places.
#6: BE REAL
#7: BE GENEROUS
#8: COLLABORATE
#9: Job Descriptions Must Evolve
#10: PLAN FOR THE CHANGING MARKET
www.pewresearch.org/millennials
Source: Flickr user JYRO
Source: Flickr user Rick Neves
Source: Flickr user divemasterking2000
7:45-9:00pm
Plotting Your Digital Strategy (Dan) Room X
The Networked Nonprofit: Moving from a “Fortress” to “Transparent” (Lisa) Room Y
BREAKOUTS