LA Teen Social Media Fellowship Kickoff, October 2015

Teen Social Media Fellowship

Kickoff October 18, 2015

See3 provides strategy, video and digital services to nonprofits and social causes.

We help do-gooders change the world by delivering on goals like fundraising, awareness, recruitment and more.

With a dedicated focus in the impact sector, we help our clients achieve their mission as effectively and efficiently as possible in our rapidly evolving communications landscape.

See3 designs our process explicitly to inform, empower and support our clients throughout the project.

THE DIGITAL AGENCY FOR DO-GOODERS

SEE3 COMMUNICATIONS

LEADERSHIP IN MISSION-DRIVEN STORYTELLING

A Little About Me

Lisa Colton

Chief Learning Officer, See3 Communications

Founder and President, Darim Online

lisa@see3.com

@lisacolton @darimonline

Now it’s about YOU

•Name, where you live, and where you go to school

• How did you find out about this fellowship and why did you apply?

•What are you good at? What do you want to learn?

The Game Plan

1. New Marketing and the Power of Stories

2. About the Program

3. Asking Good Questions: Theory and Practice

4. Developing Your Personal Brand

5. Looking Ahead

STORIES AND THE WAY THEY ARE SHARED

HAVE INFLUENCE

Your Stories of InfluenceIn chevruta (groups of 3)

Share a brief story about a time when you made a decision that was influenced by a peer.•What do you notice about the role of the social connection?•What did the peer say or do that made an important difference? •What content did they use to influence you?

Share a story about a time when you influenced someone else’s thinking or decision. •Why did you want to influence them?• How did you approach it? •Why do you think it had an impact on them? (e.g. emotion, content, relevance, timing)

Your Stories of InfluenceIn chevruta (groups of 3)

What did you hear?What is Influence?

What is “Marketing”?

• “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market.”

• Marketing is to sales as plowing is to planting for a farmer—it prepares an audience to receive a direct sales pitch.

• Marketing is how you influence people.

OLD MARKETING: LOUD

NEW MARKETING: SOCIAL INFLUENCE

How do you get content and influence to move through networks?

Make waves that ripple outwards.

Rules of Purposeful Storytelling

#1 FIND YOUR WHY IN A NOISY ROOM

Simon Sinek: the best brands focus not on what they do or how they do it, but why they do it. Find your why and you’ve found your story.

Transcend category by focusing on your role in people’s lives. Compelling brand stories speak to values, to what your brand stands for and why it exists.

WHYAPPLY COMPUTER:

Starting with WHAT:"We make great computers. They're user friendly, beautifully designed, and easy to use. Want to buy one?”

Starting with WHY:"With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?"

2. Who’s Your Audience?

Think about direct and indirect audiences.Identify stakeholders who reach your audience and

influencers who can amplify.

#3 The Contents of the Content

It’s social media, not sales media. Add value. Inform and entertain, don’t shill.

Think About Your Voice: Sixth & I Synagogue in DC

What will people DO with your content?

#4: BE SOCIAL AND ENGAGING

BE A GREAT PARTY HOST

Set the tone, ask questions, introduce people.

#5: HELP YOUR AUDIENCE SEE & FEEL

THEMSELVES IN THE STORY

1. Premise or starting place is familiar2. Shared values established early on3. Feelings evoked resonate4. Delivery is timely

RECAP: 5 RULES OF STORYTELLING

1. FIND YOUR WHY2. KNOW YOUR AUDIENCE3. BE SOCIAL AND ENGAGING4. THE CONTENTS OF THE CONTENT5. HELP YOUR AUDIENCE SEE &

FEEL THEMSELVES IN THE STORY

All About The Fellowship

• Context: Jewish Teen Initiative – Local and national

• Diverse programs people should know about!• Fellowship has dual goals:– To teach fellows social media strategies and skills

which you can leverage for future professional and volunteer roles.

– To engage more teens in the diverse array of opportunities for them in our community by amplifying peer voices and experiences.

What’s Going to Happen?Invest an average of 5 hours per week

• Workshops: Theory, skills, practice

• Project based learning– Assignments and projects.– Reflection and sharing.

• Content creation and curation

• Coaching

Assignments & Projects• Regular “exercises” that are small

assignments. – Experiment! Try new things and go outside your

comfort zone– Can be done in one sitting, or quickly

• Projects – longer planning, collaborations.– Strategy, planning, implementation– Collaborating with a partner or team– Supported by your coach– Takes place over weeks or months

Communications

• Email from program organizers with updates, details on workshops, and assignments

• GroupMe (app or text message)• Project management platform• Teen Initiative blog

Plus:• Discuss communications with your coach• Connect with each other• Contact your staff rep with any questions!

COACHING

SOCIAL MEDIA GUIDELINES

Ask Good Questions:Interviewing & Reporting Skills

Getting to Know The Landscape:Local Teen Programs

What is a Personal Brand?

• A personal brand is what you stand for and what makes you special. It includes your values, your mission, and is an indicator for how valuable you are to your audience.

• It’s what you’re known for: How others describe you. It’s your reputation.

• The reason why people trust and value you, and listen to what you have to say and offer.

• A personal brand is the consistent message your project to the world.

• A personal brand should be authentically YOU.

WE TRUST PEOPLE MORE THAN BRANDS

92% of consumers trust user generated content and word

of mouth more than advertising (Source: Nielsen)

What Does a Brand Mean?

Personality & Voice: Nuance!

Example from Our Tradition

Personal Brand

Exercises

PERSONAL BRAND: GOALSWhat’s your vision for Jewish teens today?• My vision is of a world where everyone understands who they are, where they come from, and how they connect to others across the globe.

What’s your purpose? How can you help bring that vision to life?• I want to encourage more teens to think about how to use their time for personal meaning, not just resume building.  I want to help them feel this sense of connection, and I want to connect people to each other -- then they’ll make their own decisions.

What are your personal passions and values related to this work?•I believe you have to know yourself well before you can make informed decisions.  If you listen to yourself and make choices based on that, you’ll be happy.  My passion is helping people see things for themselves that they might otherwise not have been able to see.

What are your personal goals for achieving this vision during this fellowship experience?•This isn’t all about me, so I will need to find stories and inspiring content from others too.  I want to learn how to tell those stories through my own voice in a goal-oriented way.

CONTENT CURATIONis the process of sorting through the vast

amounts of content on the web and presenting it in a meaningful and organized

way around a specific theme.

"Curation comes up when search stops working…[and] when people realize that it isn't just about information seeking, it's also about synchronizing a community.”

-Clay Shirky

CHEVRUTA:PERSONAL BRAND MAP

Your Mission … in October• Personal brand blog post– Write a blog post introducing yourself and your role in

the teen initiative. Think about your personal brand – what will you say explicitly, and what will you model?

• Interview someone with a strong personal brand.– Use your new skills to develop your questions and style!

Share 3 reflections on personal brands with the group.• Reading (links to be emailed)– Find other interesting stuff? Share it!

• Find and follow 5 local Jewish teen programs– Todays orgs and others. What resonates with you?

• Launching our blog– Anyone want to help Zach design and launch it?

Na’aseh v’nishmahDo, and you’ll understand

Comments, Questions, Reflections

Slides: : http://bit.ly/lateenfellowship