Moving the Light Out from Under the Bushel

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A presentation on church marketing and social media by Douglas Burdett to the Vestry of Christ and Saint Luke's Episcopal Church, Norfolk, VA, 2 February 2013

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Moving the Light Out from Under the Bushel

  1. 1. Christ  and  Saint  Luke’s  Episcopal  Church   Norfolk,  Virginia   2  February  2013  
  2. 2. —  The  Internet  &  Social  Media  —  Communicating  Effectively  with  Social  Media  —  Some  Ideas  for  Christ  and  Saint  Lukes  
  3. 3. St.  Paul  
  4. 4. "The  church  should  be  using  technology  to  reach  people;  thats  what  Gutenberg  did  in  the  fifteenth  century  with  the  printing  press”  -­‐-­‐Mark  Batterson,  National  Community  Church,  Washington,  D.C.  
  5. 5. —  Blogs  —  Whitepapers  —  eBooks  —  Webinars  —  Podcasts  —  Photography  
  6. 6. "We  have  a  lot  of  people  who  listen  to  the  podcast  and  watch  the  Webcast  than  who  go  to  the  services,  so  it  is  a  great  test  drive  for  people.  They  can  get  a  sense  of  the  church  before  they  arrive  physically"  -­‐  Mark  Batterson,  National  Community  Church    
  7. 7. You  have  to  be  what  people  are  interested  in.    
  8. 8. —  …are  fictional  representations  of  your  ideal  customers.   They  are  based  on  real  data  about  customer   demographics  and  online  behavior,  along  with   educated  speculation  about  their  personal  histories,   motivations,  and  concerns.  
  9. 9. Click  above  graphic  to  access  video  
  10. 10. —  Sermons  —  Adult  Forums  —  Music  —  Architecture  
  11. 11. —  Subdomain  of  website  —  Determine  CSLs  keywords    —  Sermons  —  Podcasts  —  Announcements  
  12. 12. —  Capture  email  addresses  –  very  important  —  Many  still  prefer  email  —  Lead  Nurturing  —  Can  ensure  delivery  to  everyone  —  Segment  by  persona  if  possible  
  13. 13. —  Should  be  as  visual  as  possible  —  A  minority  of  fans  will  see  posts  (EdgeRank)  —  Great  for  sharing  content  with  others  —  Weekly  flowers  —  Upcoming  music  —  Photography  
  14. 14. —  Pinterest   —  Popular  with  women   —  Leverages  CSL’s  beautiful  architecture   —  Big  website  traffic  driver  —  YouTube     —  #2  search  engine   —  Embed  videos  into  blog,  Pinterest,  etc.  —  Twitter   —  Links  to  blog  posts   —  Set  up  last  
  15. 15. —  Social  media  will  strengthen  parishioners  relationship   with  CSL  —  Content  is  fire,  social  media  is  gasoline            —  Capture  emails  —  Establish  a  content  calendar  —  Assign  a  content  editor  
  16. 16. "The  two  most  powerful  forms  of  marketing  are  word  of  mouth  and  what  I  call  word  of  mouse.  A  guy  named  John  Wesley,  who  founded  the  Methodist  church,  traveled  250,000  miles  on  horseback  and  preached  something  like  40,000  sermons.  With  one  click  of  the  mouse,  I  preach  that  many  sermons  with  my  podcast  -­‐  thats  word  of  mouse.  It  is  about  leveraging  the  unique  vehicles  on  the  Web.  The  message  has  not  changed,  but  the  medium  has  changed.  We  need  to  continually  find  new  vehicles  to  get  the  messages  out."  -­‐  Mark  Batterson,  National  Community  Church    

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