Lisa Colton presents to Seattle area day schools. June 2015

1. SOCIAL MEDIA
mini
BOOT CAMP
Lisa Colton
Chief Learning Officer, See3 Communications
President, Darim Online
lisa@darimonline.org
@darimonline @lisacolton

2. The 90 Minute Workout
• What’s changed?
• Who are we talking to?
• How do we earn attention?
• What does it look like?
• What’s your plan?
– People, Objectives, Strategy, Technology

5. Traditional Mindset: Hub & Spokes

6. Network Mindset
“connect and collaborate” rather than “command and control”

7. 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, not territorial and
proprietary. “Contact sport” not “spectator sport”.

8. Attention Economy
Be Social
Add Value
Be Real
Strengthen the Network
5 New Rules of the Game

9. #1 THIS IS AN ATTENTION ECONOMY

10. Who Are You Designing For?

11. #2 Bring Your
Social Skills!

12. #3:
ADD
VALUE

13. 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.

14. Your Unique
Value

15. #4: BE REAL

16. Voice: Sixth & I Synagogue in DC
What assumptions do people have about your school?
How does your voice reinforce or rewrite those assumptions?

17. Make it
Personal

18. Families,
and parenting,
are changing.

20. People Before Technology
1. PEOPLE: Identify audience(s)
2. OBJECTIVES
- What are you goals and objectives for this audience?
- What are your audience’s goals?
3. What is the STRATEGY to reach these goals?
4. Determine the specifics of the TECHNOLOGIES to use.
Implement, measure, refine!

21. Q&A