Ten Commandments of Social Media:New Rules of the Game for Federations

Lisa Colton, Darim OnlineLeslie Lichter, UJA Federation of New York

Miguel Banet, Federation CJA, MontrealLiz Polay-Wettengel , Jewish Boston / CJP

Slides at: http://slidesha.re/nolaga-10c

November 9, 2010

COMMUNICATIONS REVOLUTION

COMMUNICATIONS REVOLUTION

#1 THIS IS AN ATTENTION ECONOMY

#2: FIND YOUR VOICE

#1

Social media is

continuing to evolve.

Fast.

# 3: LISTEN & ENGAGE

#4: ADD VALUE & BE GENEROUS

#5: NETWORKS

#6: TRANSPARENCY

#7: BE NIMBLE

#8: NEW MEASUREMENTS

#9:

STAFFING,

JOB DESCRIPTIONS

&

PROF DEV

#10: LEADERSHIP

Leslie K. Lichter

Managing Director, Marketing and Communications

“Our challenge is to influence collective responsibility in a time of rampant individualism.”

11/3/10, John Ruskay

CEO, UJA-Federation of NY

Attention Economy

Donor Behavior Marketing Strategy

Due to a variety of internal & external factors, total number of donors and donations to the annual campaign have decreased from 2008 level

At the same time, online donation activity has increased steadily – albeit on a different scale. Focus of online efforts is as a donation growth engine for the organization.

2010 UJA-Federation of NY website donation distribution

Marketing strategy Social Strategy

Meeting Them … Halfway

Top Search Terms

Source: “US Charities’ Adoption of Social Media Outpaces All Other Sectors for the Third Year in a Row”Conducted by: Nora Ganim Barnes, Ph.D. (nbarnes@umassd.edu) & Eric Mattson (eric@ericmattson.com)

More than 500 million active users 50% of active users log on in any given day

175 million registered users95M tweets written per dayThe 11th Most Visited Website

97% of the largest 200 U.S. Charities report using some social media

Attention Economy

78% consumers trust peer recommendations14% trust advertisements

Alan Dershowitz Video Viral Promotion

Alan Dershowitz Video Viral Promotion

Alan Dershowitz Video Viral Promotion

Alan Dershowitz Video Viral Promotion

Staffing & Resourcing

• Recognition of need to supplement in-house talent given expertise limitations and bandwidth.

• Recently hired a director and manager with extensive digital marketing backgrounds to focus on online marketing.

• Critical skills of strategic approach, collaboration and mentorship

• Social media / search RFP for current, industry wide expertise to advise on strategy & tactics.

Transparency• Key requirement is transparency

– Data (where does the money go?)– Voice (no ghost writing)– Policy (why?)

• We intend to be fully transparent– Most opportunities are on a one-to-one basis … that’s a small

group

• In social media that requires new skills– The listening community gets bigger– The pool of communicators gets bigger

• Boot camp with staff, lay leaders, agencies, synagogues• Internal tools, coordinators• Trust and guts

New Measurements of Success

• Objective: Increasing the number of donorsIncreasing the dollars donated

• “Networking is not about hunting. It is about farming. It’s about cultivating relationships.”

Dr. Ivan Misner, NYT bestselling author & founder of BNI

• Social Media Leading indicators:

# of Followers# of Re-tweets# of @messages# of comments on tweets

# of Friends# of comments# of “likes”

Miguel Banet

Manager, Interactive Communications

FEDERATION CJA (Montreal)

Liz Polay-Wettengel

Community Manager for JewishBoston.com

Combined Jewish Philanthropies(Boston)

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Leadership and Listening• Recognition that this project is outside the norm,

but is based on data and discussion– Strategic plan

• Blessing from the board and senior staff• Significant devoted donor• Over a year of listening

– To the community– To our organizational partners– To others in the field– Using the data collected to make decisions about the focus of

the site.

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Transparency and Risk• During the listening process, documented all of our

decisions and discoveries in a public blog.– Including raw data collected– Monthly meetings with partner organizations to keep them up to

date in the process

• Taking a risk means decentralizing the message• Taking a risk means trust• Taking a risk means knowing how to respond to

conflict– Organizational conflict– comments

• User generated content

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Staffing and Education• A dedicated community manager and a great editor

– Appropriate level of investment– Appropriate level of time dedication

• Continuing education for organizational partners– Growing their skills in a safe environment

• For JewishBoston.com, social media and general technical skills

– Monthly roundtable discussions– Group training– One on one training

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Voice, Networks & Attention Economy• Much more relaxed and lighthearted than typical Federation

voice– But with standards, guidelines and values

– Focus voice on core target audiences (young adults, families with young children)

• Creating a more robust Jewish network– Audience becomes the network

• Volunteers calling synagogues and organizations to make sure their activities are being posted

• Email newsletter, custom to each user

• Social is not always heavy handed– Social in and social out

• Most social response?– Humor

– Food

– Lighthearted questions

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 CURRENT STATS Goal 4/27/2010 6/30/2010 8/30/10 11/04/10total # of visits in last 30 days 30,000 11,333 9,688 13,547 16,479# of unique visitors in last 30 days 15,000 7,249 6,306 8,352 10,845pageviews 120,000 45,119 33,414 57,193 59,042pages/visit 4 3.98 3.45 4.22 3.92time on site 5 min 3.17 3.45 4:15 3:28bounce rate 50% 53.71 58.71% 53.58% 56.26%% new visits 50% 51.9% 50.41% 48.42% 51.08%

Total # of users and resources

20,000 17,641 17566 17,588 20,541# of people receiving last newsletter 17,500 16652 15,957 15,987Open rate 20% 16%   15% 15%Click through rate 5% 3%   2% 2.1%Total # of organizations & programs 500 383 396 414 443Total # of upcoming events for next 30 days 300 214 109 288 337All upcoming events 600 394 202 444 467Total # of event registrations made through JewishBoston.com in past 7 days 500 5 9 31Total # of likes in past 7 days 100 38   43Total # of shares in past 7 days 100 34   33 256

# of Facebook Fans 3,000 1,725

2,001 2,150 2249

# of Twitter Followers 500 307   528  647Total # of blog posts in past 7 days   30 24 42 162Total # of comments in past 7 days   0   15 29

John Fitch’s Steam Engine

John Fitch’s Steam Engine

Find these slides at: http://slidesha.re/nolaga-10c

Lisa Colton, Founder and President, Darim Online

lisa@darimonline.org 434.977.1170 www.darimonline.org www.JewPoint0.org

@DarimOnline Facebook.com/DarimOnline

Leslie Lichter, Managing Director, Marketing and Communications, UJA Federation of NewYork

lichterl@ujafedny.org 212.836.1360 www.ujafedny.org

@ujafedny Facebook.com/ujafedny

Miguel Banet, Manager, Interactive Communications, Federation CJA, Montreal

Miguel.Banet@federationcja.org 514-345-2645 ext. 3126 www.federationjca.org

@miguelbanet @federationcja Facebook.com/federationCJA

Liz Polay-Wettengel Community Manager, JewishBoston.com, Combined Jewish Philanthropies

lizw@cjp.org 617.457.8751 www.cjp.org www.JewishBoston.com

@LizPW @JewishBoston Facebook.com/JewishBoston