NY Jewish Teen Program Social Media Boot Camp (Day 1)

NEW YORK AREAJEWISH TEEN PROGRAMS

SOCIAL MEDIA BOOT CAMP

Lisa ColtonChief Learning Officer, See3 Communications

President, Darim [email protected]

@lisacolton @darimonline @see3

Today’s Goals

• New rules of the marketing game

• Understand how audience insights matter

• Learn how to design for engagement

• Expand your toolbox

• Get clear on your priorities and next steps

Today’s Plan

• New rules of the game, esp for teens

• Audience clarification exercise

• LUNCH!

• Toolbox: Instagram and Snapchat

• Design with a ladder of engagement

• Social media audit and prioritizing

The Info

• Lisa Colton @lisacolton

[email protected]

• Miriam Brosseau @miriamjayne

[email protected]

• Slides: http://bit.ly/nyjewishteens1

mailto:[email protected]


Traditional Marketing Mindset: Hub & Spokes

New Marketing Mindset: Network

“connect and collaborate” rather than “command and control”

Characteristics of Social Media

• Participatory: It blurs the line between producer and consumer, media and audience.

• Open and Democratic: It encourages comments, voting and 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 & strength of communities around a particular shared interest.

• Connected: Thrives on being connected, rather than being territorial and proprietary.

Attention Economy

Be Social

Add Value

Be Real

Strengthen the Network

5 New Rules of the Game

#1 THIS IS AN ATTENTION ECONOMY

JCC of ManhattanShort format video

Great reach!

Great engagement!

Highly specific and relevant

earns attention

#2 Listen, Be Social & Converastironal

On Your Channels, and In Other Channels

Bring Your

Social Skills!

Be the

Party Host…

Develop a

Culture of

Conversation

Beth El Synagogue Center: Facebook & Instagram

#3:

ADD

VALUE

Social Content is Social Capital

• Social Capital is the value of connections between and among nodes in social networks.

• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.

• 12:1 ratio of

adding value.

#4: BE REAL

Voice: Sixth & I Synagogue in DC

Make it

Personal

Work to Strengthen the Network

And then leverage it…

John Fitch’s Steam Engine

Social Media Stats

-70% female

-30 million active users

-60% of users are under 24

-All mobile

-Highly personal “like text messaging”

-23% teens say it’s their favorite

-53% young adults use (83% in wealthy households)

-49% of users post daily


-Growing FAST

-All mobile

-78% mobile use


-Leans male

-46% tweet at least daily

-Wide user base, from professionals to teens

-High and increasing mobile use

-1.3 billion active users

-Leans female

-75% of engagement in first 5 hours

-Widest overall use, best for adults, most engagement

-Over 1billion active users

-2nd most popular search engine

-Oftenembedded content

-Reaches more young adults than any cable TV network

BREAK!

Marketing GoalsFirst, let’s get clear on

our marketing goals.

What are yours? For

example:

• Increase visibility

• Increase conversion

• Parent buy in

• Reach beyond

usual suspects

• # new registrations

• Increase quality of

applications

• What else?

Audiences MatterOne size does not fit all. Clarity on audiences

is essential for success. Impacts tools, tone,

and content. All else flows from here.

Who are your highest priority audiences?

NEXT…

Lunch (mmmmm)

Instagram and Snapchat

Designing for Engagement

Social Media Audit

http://therealtimereport.com/2014/04/11/social-networking-stats-teens-prefer-instagram-over-facebook-rltm-scoreboard/

If you’re

speaking directly

to teens,

you can’t ignore

Instagram.

Sum Up the Story in One Moment

Mix it Up

Hashtags and Interaction

● choose your own

recognizable hashtag

● make use of popular hashtags

● put hashtags in the caption

and comments of your pics

● #dontoverdoit #please

#spamisntkosher

Instagram IRL

● Print Instagram photos for an art

show or fundraiser (there are

many tools to help you)

● “Report Live” using pics and

hashtags at an event, or

throughout the program

● See pics as puzzle pieces to

gradually reveal a larger image

Snapchat: The Medium is the Message

DoSomething Nails It

Snapchat

Strategy● Users follow their friends.

Be a friend, not a brand or

the voice of a program.

● Cross-channel promotion is

key if you want to build your

following.

● Snapchat is a great way to

deepen relationships with

individuals and small groups.

Who are your influencers?

Ladder of Engagement

Engagement Ladder Secret Sauce:

What Do You Need to Scaffold?

Share Your

SunriseWALKS Ex perience!

@Sunrise Day Camp

@SunriseDayCamp

@SunriseDayCamp

#SunriseWALKS

Big Duck: Engagement Steps

Choreograph In Advance

What steps do you need

to set up to help people

move up each rung? E.g:– Social sharing on your

website

– Capture emails on your

website

– Create sharable content

– Be personal and social

at the party!

• Make it easy!

• Anticipate steps.

• Guide people to

them.

• Use each action

as a step to the

next rung.

• Make it personal

and social, not

only informational.

• Think psychology!

Designing Your LadderAWARE INTEREST INTERACT ENGAGE EVANGELIZE

“Hmmm,

look at this”

“Mom, I’m

curious

about this”

“I’ve looked

at your site”

“I’m hanging

out, I’m

coming”

“Hey, you

should do

this with

me”

Sees in a

paper, on

FB, hears

from friend.

Forwards to

their teen,

talks to

other parent

Looks at

website for

cost, dates,

details

Likes page

on FB.

Submits

inquiry form

Tells other

parents

about it on

FB.

Hears from

a friend

Looks on

social

media for

cool factor

Follows Comment,

social

interaction

Shares

content,

tells friends

Hears from

you or thru

referral

Talks with

colleagues,

clicks thru

Follows,

emails,

responds

Asks

questions,

comments

Shares info

in their own

channels

Parents

Teens

Influencers

What are your steps, and how do you choreograph?

Think in Rungs

• Know your audiences and their rungs

• Be clear on what action steps look like.

• What will you do to support action at each

level?

• How can you set up (and maintain) your

channels to help scaffold this?

• What content, tone do you need?

• What staffing, personality to connect?

Audit: Let’s Look Deeper

• Website

• Searchability

• Social media

channels

• Social media

engagement

• Consistency

Social Media is a Contact Sport

• Lisa Colton @lisacolton [email protected]

• Miriam Brosseau @miriamjayne [email protected]

• Org accounts: @see3 @darimonline

• Slides: http://bit.ly/nyjewishteens1



NY Jewish Teen Program Social Media Boot Camp (Day 1)

Education

Transcript of NY Jewish Teen Program Social Media Boot Camp (Day 1)