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