Presentation at the JFNA GA 2010 in New Orleans.

1. Ten Commandments of Social Media:
New Rules of the Game for Federations
Lisa Colton, Darim Online
Leslie Lichter, UJA Federation of New York
Miguel Banet, Federation CJA, Montreal
Liz Polay-Wettengel , Jewish Boston / CJP
Slides at: http://slidesha.re/nolaga-10c
November 9, 2010

2. COMMUNICATIONS REVOLUTION

3. COMMUNICATIONS REVOLUTION

4. #1 THIS IS AN ATTENTION ECONOMY

5. #2: FIND YOUR VOICE

6. #1
Social
media is
continuing
to evolve.
Fast.
# 3: LISTEN & ENGAGE

7. #4: ADD VALUE & BE GENEROUS

8. #5: NETWORKS

9. #6: TRANSPARENCY

10. #7: BE NIMBLE

11. #8: NEW MEASUREMENTS

12. #9:
STAFFING,
JOB
DESCRIPTIONS
&
PROF DEV

13. #10: LEADERSHIP

14. Leslie K. Lichter
Managing Director,
Marketing and Communications

15. “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

16. 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.

17. 2010 UJA-
Federation of
NY website
donation
distribution
Marketing strategy Social Strategy

18. Meeting Them … Halfway
Top Search Terms

19. 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 users
95M tweets written per day
The 11th Most Visited Website
97% of the largest 200 U.S. Charities
report using some social media
Attention Economy
78% consumers trust peer recommendations
14% trust advertisements

20. Alan Dershowitz Video Viral Promotion

21. Alan Dershowitz Video Viral Promotion

22. Alan Dershowitz Video Viral Promotion

23. Alan Dershowitz Video Viral Promotion

24. 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.

25. 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

26. New Measurements of Success
• Objective: Increasing the number of donors
Increasing 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”

27. Miguel Banet
Manager, Interactive Communications
FEDERATION CJA
(Montreal)

34. Liz Polay-Wettengel
Community Manager for
JewishBoston.com
Combined Jewish Philanthropies
(Boston)

35. 35

36. 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.
36

37. 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
37

38. 38

39. 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
39

40. 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 40

41. 41

42. 42

43. 43

44. CURRENT STATS Goal 4/27/2010 6/30/2010 8/30/10 11/04/10
total # 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 10,845
pageviews 120,000 45,119 33,414 57,193 59,042
pages/visit 4 3.98 3.45 4.22 3.92
time on site 5 min 3.17 3.45 4:15 3:28
bounce 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 15,987
Open rate 20% 16% 15% 15%
Click through rate 5% 3% 2% 2.1%
Total # of organizations & programs 500 383 396 414 443
Total # of upcoming events for next
30 days 300 214 109 288 337
All upcoming events 600 394 202 444 467
Total # of event registrations made
through JewishBoston.com in past 7
days 500 5 9 31
Total # of likes in past 7 days 100 38 43
Total # 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 500 307 528 647
Total # of blog posts in past 7 days 30 24 42 162
Total # of comments in past 7 days 0 15 29

45. John Fitch’s Steam Engine

46. John Fitch’s Steam Engine

47. 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