1. Leadership in the Digital Age:
Conversing, Commenting & Creating
Meaningful Relationships
Esther D. Kustanowitz
Leading In
London, UK
May 30, 2013

2. What Does Leadership Look Like?
http://www.thelivingleader.com/
http://www.joelafferty.com/blog

3. Who Are You?
“Wordling” the Room
Tonight’s event via Wordle.net

4. Buzzwords
• Showing up – being present
• Creating and deepening relationship
• Adding value
• Connecting passionately
• Honoring the contributions of others
• Living generously
• Making life more meaningful

5. Videos That May Stress You Out,
But Aren’t Meant To
• Social Media Revolution
• What Happens on the Internet in 60 Seconds
• Where Do Good Ideas Come From

6. Today’s Agenda
• A look at leadership
• Some concepts to keep in mind
• how social media tools can help you promote your
initiatives
– develop deeper relationships with constituents
– amplify your message
– empower your team to mobilize their own talents and
strengths in achieving project goals.
• Twitter case study
• new tools, tips and best practices
• questions

7. Are Nonprofits Seeing Results on Facebook?
www.wildapricot.com/blogs/newsblog/2011/06/13/a
re-non-profits-seeing-results-on-facebook
According to a Wild Apricot survey, over 80 percent of
organizations surveyed feel that Facebook is effective in:
Increasing awareness of their organization (not a notable
increase in new constituents)
Reaching more people
Providing information to their constituents
Enhancing relationships with their constituents

8. Stating the Obvious: Social Media is
Important for Jewish Organizations
 Strengthen community – online AND off
 Bridge between gatherings
 Create stronger, more valuable relationships
 Support outreach, registration & fundraising efforts
 Court engagement from “younger” people

9. Skeptic or Believer?

10. What’s Jewish About Social Media?
Communal values
• V’ahavtal’re’akhakamokha
• Kolyisraelareyvimzehla’zeh
• Al tifrosh min hatzibbur
• Finally, everyone can be a rabbi or writer or activist – nation of priests
Educational values
• At p’takh lo
• Asehlekharav
• “Much have I learned from my masters, and more from any colleagues
than from my masters, and from my disciples the most.” –R. Hanina
(Ta’anit 7a)
Social/family values
• Jewish geography
• See what your children are doing when they don’t call
• TMI/ no boundaries, but it’s all in our own best interests

11. Leadership, (Almost) In the Beginning

12. Leadership Styles, Part 1

13. Leadership Styles (& Ryan Stiles)
Part 2

14. It Takes a Village

15. Ideas That Come From the People
• Yitro
• Tzelophehad’sdaughters
shifting inheritance laws
• 2.5 tribes stay on
the other side of the Jordan
• Aaron’s sons bringing a strange fire
• Korach’srebellion

16. From “Top-Down” to “Up and Out!”
• Used to be just top-down:
– hierarchy
– undemocratic
– user impact: low
• Now also bottom-up:
– peer reviews
– consumer feedback
– invested “prosumer” class
• Next phase: Wonkavator
http://content9.flixster.com/question/46
/64/76/4664763_std.jpg

17. “The Future Cannot Be Crowdsourced”:
Crowdsourcing a Response

18. World Leaders on Twitter
• The Digital Policy Council anticipates penetration on
Twitter for world leaders to be nearing 100% in 2013. This
would render Twitter as a de facto communication tool for
all heads of state.
• The sheer popularity that social platforms like Twitter
possess make it clear that traditional media channels are
no longer adequate or in some cases, even effective.
• Leaders seek to be where their people are, and are
recognizing, more than ever, that the options for
communicating with their electorate have been redefined.
Info from:http://www.digitaldaya.com/admin/modulos/galeria/pdfs/69/156_biqz7730.pdf

19. These Are Your World Leaders (on Twitter)
1. Barack Obama, President, United States, 24.6 million, @BarackObama
2. Hugo Chavez, President, Venezuela, 3.8 million, @chavezcandanga
3. Abdullah Gul, President, Turkey, 2.6 million, @cbabdullahgul
4. Queen Rania, the Queen Consort of the King of Jordan, 2.5 million, @QueenRania
5. Dmitry Medvedev, President, Russia, 2 million, @MedvedevRussia
6. DilmaRouseff, President, Brazil, 1.8 million, @dilmabr
7. Cristina Fernández de Kirchner, President, Argentina, 1.5 million, @CFKArgentina
8. Juan Manuel Santos, President, Columbia, 1.5 million, @JuanManSantos
9. Enrique PeñaNietoin, President, Mexico, 1.4 million, @EPN
10. Sheikh Mohammed, Prime Minister, United Arab Emirates, 1.3 million@HHShkMohd
http://www.vincent-fung.com/2013/01/our-world-leaders-are-top-twitters.html

20. But How Are They Using It?
• World leaders use social media
like celebrities:
– regular broadcast media channels
– minimal talkback (“one direction”)
– “fans” not “partners” or “investors”
• 21st century community leaders
use social media like humans:
– to form relationships
– deepen commitment
– bi-directional connect
– “foster the people”- users as partners

21. Effective Social Media Interactions
Contain…
• Commitment to relationship-building
• Collaborative spirit
• Involvement in public infostream
• Initiating & participating in conversations
• Authentic voice
• Adding value to public discourse, online & off
(self-promotion is secondary)
• Intentionality - kavanah

22. Social Media Overload
• Logos of T, FB, Tumblr, Pinterest, Spotify
others
http://wplift.com/freebie-70-32px-custom-social-media-website-icons

23. Tools of Intimidation

24. Personal Training
• Social media regimen/cultural immersion
– Find time (coffee breaks, lunchtime, etc)
– Check Twitter/Facebook page at least once a
day
• ReadTweetstreamsor Status Feeds of people
and orgs you’re following –begin to
participate in conversations
• Share a FB group or event with friends who
are “hubs”
• Ask questions (professionals/civilians) –
asehlekharav

25. Social Media Research
• Develop “ambient awareness”
• Learn the language
• Schedule “surveillance time”
• Follow links, explore tools, read about social
media use (Mashable, Inside
Facebook,Tweetdeck, mobile apps)
• Who’s doing it right? What can you “borrow”
from them?

26. Facebook vs. Twitter
• Facebook – distribution, sharing & discussion (deeper
reach)
– a newsroom
– the water cooler/break room
– Jewish geography: school/camp/uni reunion
– evite.com
• Twitter - consumption & distribution (wider reach)
– a cocktail party in a large room
– a convention
– a sports arena
– CNN news ticker

27. Google + &Pinterest
• Google+:
– video meeting center
– space to share articles of interest
– space for discussion?
– better way to organize friends?
• Pinterest:
– An online portfolio
– A scrapbook
– A design journal or interior decorating plan
• Both: Basically a mystery to me

28. 5 Things You Can Do Now
1. Asehlekharav – both rav and rabim
2. Learn the language
3. Think about social media as an outreach
strategy and a conversation to build
engagement
4. Create a content plan
5. Be open to input & inspiration from other
places

29. Actions for Your Organization
• Determine your institutional voice/s& value
– How does your group serve the community?
– Create your own FAQ
• Define “compelling content” for your organization
– Identify newsy angles for programs, use as hook to promote org
in online conversations
– Consider starting a blog, so you can host conversations
• Asset Mapping
– Who/what are your strongest resources?
– Find “mavens”/hubs in your community, invite their feedback &
partnership
• Consider inviting personal assessment by a social media
trainer

30. Content: Engaging Your Audience
• Know what’s out there &how people are using it
• Develop an invested audience
– create riveting content
– be consistent and reliable with your messaging
– be willing to listen to feedback, and adapt accordingly
– provide a unique value
• emotional /intellectual connection
• speak to a shared passion – justice, equality, sports
• personality, humor (snark)
• Try new things to see what works

31. Blog Strategy Checkpoint
• If your organization had a blog, what would its
purpose/mission statement be?
• How often would you post?
• What would your first five posts be about?
• Who would write them?
• How would you promote them/get new
readers?

32. How Do I Find Things to Post About?
• Google Alerts / Google News Search (archives)
• Stay tuned to Twitter, CNN, BBC, Facebook –
what are people talking about, and how does
it relate to your work?
• Authentic lenses on passionate subjects
• Consult your fellow Limmudnikim (share
Limmud on one leg, articles of interest about
other communities, et al)

33. Twitter Case Study: JOI Twitter
The Jewish Outreach Institute
•Engaging audience
•Requesting action
•Providing related content
•Promoting organization
•Exec on Twitter
•#intermarriage #personalstory
#shavuot #facebook

34. Tool: Storify
http://storify.com/C
LSPN_Networks/coll
aboratory-
convenes-jewish-
innovation-sector

35. Tool: Tagboard

36. Tools & Resources
• Free webinars from DarimOnline.org and Wild Apricot
• Inside Facebook and Mashable newsletters (for social
trends/literacy in social media tools and shifts)
• eJewishPhilanthropy, especially: Using Technology Wisely
• Google Alerts - articles of interest
• “In Plain English” series
• Manifesto: Social Media for Jewish Organizations:
http://estherkustanowitz.typepad.com/myurbankvetch200
5/2009/11/manifesto.html
• Here Comes Everybody – Clay Shirky
• Empowered Judaism – ElieKaunfer
• Linchpin – Seth Godin

37. @EstherK
– esther.kustanowitz@gmail.com
– http://twitter.com/estherk
– http://facebook.com/estherkustanowitz
– http://youtube.com/EstherK (including YouTube
list of social media related videos)
– MyUrbanKvetch.com