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under a Creative
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3.0 Unported License.

DIGITAL STRATEGY
101
Dr Bex Lewis, CODEC...
What is strategy?

http://www.wordnik.com/words/strategy
A plan of action resulting
from strategy or
intended to accomplish
a specific goal.
"If you want to build a
presence in the social media
platform, then you need to be
present."
- @unmarketing
Social Media: More than the
cherry on the cake!

Image Credit: Stockfresh
The Big Questions
•
•
•
•
•

Why
Who
What
Where
When

• To achieve what?
• How do the
digital tools help
achieve this?
WHY?
What problem are you
solving?

Image Credit: Stockfresh
The Church Front Door?
For many churchgoing is no longer the ‘cultural
norm’. People don’t actively ignore the church:
the...
• We are not selling something to the world that
will make more people like us, believe in our story,
join our churches. W...
WHO?
Who is your audience?

Image Credit: Stockfresh
DISCUSS: Your audience
• Turn to person next to
you.
• Who are you
interested in
reaching/listening to?
• What ‘problems’ ...
Who/What?
Personas
• http://justinwise.ne
t/wpcontent/uploads/20
13/10/carol-blog-9555x822.jpg
Push/Pull Media…

Image Credit: Stockfresh
Who are you?
•
•
•
•

What are your values?
What do you stand for?
What is your ‘tone of voice’?
What can you contribute t...
WHAT?
What do you
have in place
now, and what
tools are you
already using?
Image Credit: Stockfresh
A Clear Plan
• Avoids
– Wasted Time
– Wasted Effort
– Seeing social media
as ‘play’
– Social Media fatigue
– Missed
Opport...
“Call to Action”
• Don’t make it too complicated to
participate
• Define an (easy) action
• Define the (simple) benefit(s)...
Shareability
• Knowing
– Your Audience
– Your Values

• What motivates you to
share?
– Funny?
– Poignant?
– For a particul...
Networks of Networks

Image Credit: Stockfresh
Humour
http://anglicanme
mes.com/2013/10
/17/the-best-ofawkwardanglicansorry-im-c-of-e/
Vulnerability

http://bigbible.org.uk/2013/08/digitallunacy-and-new-acceptance-frdavidcloake/
The Visual…

https://www.facebook.com/bigbible
Don’t look to
“publish” but
engage in a
CONVERSATION
http://www.sxc.hu/photo/1382970
DO YOU Think people WILL
join #ChristmasStarts?
Where
http://www.slideshare.net/drbexl/anoverview-of-social-media-january-2013
Facebook Insights
http://www.slideshare.net/drbexl/daily-twitter-workout
Blogging? Think About
•
•
•
•
•
•

Who are you blogging for?
How often can you blog?
What style of blog will you use?
What...
WHEN?
When? It takes TIME…

Source: RGBStock
Identify Keywords

Image Credit:Stockfresh
Hootsuite (Manage Multiple
Accounts)
Hootsuite: Pre-Set Tweets
What is required?
• Back to: WHAT DO YOU WANT TO ACHIEVE?
• What feels ‘acceptable’ as a starting point?
– Platform?
– Fre...
No Magic Bullet…
@drbexl @digitalfprint
@bigbible
http://www.sl
ideshare.net/
drbexl/digitalstrategy-101for-cnmac13
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Digital Strategy 101 for #CNMAC13

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A 45 minute session, designed to give a few insights into approaching social media more strategically.

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  • With digital media now effectively the ‘front door’ to your church, how do you ensure that you have an effective, consistent, and sustainable presence online? Find out how to get started with an effective strategy.
  • Why do you need it? Get responses – expecting e.g. save time, make best use of your time, it’s all limited, etc..
  • http://stockfresh.com/image/3098998/chocolate-cake-with-fresh-berry
  • Now, these may surprise you, as you may expect that I come in, tools first, and say “let’s do it all digitally”, but as it has been for many years, and will be for many more – we should start with the PROBLEM(S) that need solving, and then look at how the digital fits into the mix.
  • Let’s think about what you might want to ACHIEVE with social media, what do you want to DO?Not just because everyone else has it, although that can be a legitimate reason for experimenting – but experiment within limits…
  • What problems are you trying to solve for people – audience, or people who are commissioning you?
  • Thechurch is just not on many people’s radar .. On a Sunday the Cathedrals of the shopping mall and the football pitch draw people in and provide the social spaces that people used to get from the church… so is there something else that Christians are seeking to offer… (But also need care that not using that space just to promote what you doing … if the church community gets onboard can see ‘true community’)
  • Are you listening to them, producing something for them, or for yourself, … e.g. Old Spice campaign – designed because they realised men weren’t buying it, but women buying it for their men to smell nice… so if you’re trying to get people into church, who are you seeking to reach? (The notion of the long tail – new term for age old ‘you can’t please everyone’)
  • Problems – are there any have an idea of where the digital might help? This we’re doing a quick version of what I’d usually give 20+ minutes to do, etc…
  • “Does Sam exist in real-life? Probably not exactly like this. But that’s not the point. The point is they have a target. They know who they’re going after. Do you?”Take time to create personas of those that you are trying to reach – they have a name, an age, characteristics – help you keep them in mind whilst you are preparing communication – not what you say, what they hear…
  • Thinking through how things have changed – we don’t PUSH the message at people – we seek to be intriguing and draw them in…
  • Stand for, rather than against. If can agree this – removes the pressure from any one person
  • What are you trying to achieve – people in the door, people attending discipleship, people asking questions…? Or is this just about fame for you?
  • Understand that you’re not starting from 0 …Use flipchart board to draw a spider diagram summarising what people are already involved in. Discuss similarities/differences (learn from each other), and start to see where social media already fits/where it may be expanded.
  • Without a clear plan, you can end up diving into everything and scattering yourselves too thin, which is not helpful! Or end up not engaging at all..A clear plan = avoids wasted time, effort, backlash from those who think you are ‘playing’ rather than working. Avoid social media fatigue (Twitter/3 months!), or missing opportunities (all the opps I’ve had via Twitter).However, DO leave space for experimentation in the strategy.
  • Don’t block entry to the site, demanding an email address before allowing entry…What would this look like on a church website – e.g. the final “don’t” would be asking for a commitment to church membership, or to Jesus, before allowing further entry… but find out where people are/what connects with them, allow them to try things for ‘free’ without feeling like they have to give it all in, encourage now/soon (though I don’t like – do this or it closes in 3 days kind of things.. I feel played – let me know you’ve got a great deal, long-term … isn’t that what we have – time limited by life-span but only God knows that…
  • Based on knowledge of that audience, and/or yourself – but don’t assume everyone the same as you –Steve Fogg // encourages people to contribute BEFORE sermon, etc. put hashtag up in church…
  • If I share something on my own page – far more likely to pick up comments than if it’s on BB’s page…
  • If you’re a church, draw the congregation in – get them to champion what you are doing – so give them something to believe in/want to share … how will this work if people are still trying to use last year’s hashtag?
  • If you’re a church, draw the congregation in – get them to champion what you are doing – so give them something to believe in/want to share … how will this work if people are still trying to use last year’s hashtag?
  • If you don’t know the different tools…. See this document…
  • How much can we find out about people – how many people can we reach – not the hugest of numbers, but think compared to average congregation… is a bit of a game of numbers..
  • Here’s my suggestions for a ‘daily workout’ – anticipated to take around 20 minutes a day… worth the investment – really has to look active to generate interest!
  • You can probably think of other questions that you’ll come up with for each platform – each will vary depending on the solution that you are seeking…
  • Social Media may be free – may need to allocate time, something else may have to give…
  • What keywords are people going to be searching for you for … make a list…doesn’t have to be definitive – keep working on it… note ‘the long tail’…
  • Biggest time-saver I’ve ever found…
  • How to create a manageable and sustainable social media strategy.Which Media?;Who?; How often?; To achieve what?
  • Final word – remember – there is always a human being at the other end of the keyboard… think before you type…Questions?
  • Digital Strategy 101 for #CNMAC13

    1. 1. This work is licensed under a Creative Commons Attribution 3.0 Unported License. DIGITAL STRATEGY 101 Dr Bex Lewis, CODEC, Durham University; Social Media Director, Digital Fingerprint
    2. 2. What is strategy? http://www.wordnik.com/words/strategy
    3. 3. A plan of action resulting from strategy or intended to accomplish a specific goal.
    4. 4. "If you want to build a presence in the social media platform, then you need to be present." - @unmarketing
    5. 5. Social Media: More than the cherry on the cake! Image Credit: Stockfresh
    6. 6. The Big Questions • • • • • Why Who What Where When • To achieve what? • How do the digital tools help achieve this?
    7. 7. WHY?
    8. 8. What problem are you solving? Image Credit: Stockfresh
    9. 9. The Church Front Door? For many churchgoing is no longer the ‘cultural norm’. People don’t actively ignore the church: they don’t even think about it. Matthew 5:1316 calls us to be salt and light in the world, and for thousands in the ‘digital age’, that world includes social networks such Twitter, Facebook, YouTube and Pinterest. With literally billions in the digital spaces, the online social spaces presented by churches need to be appealing, welcoming, and not look like they are just an afterthought: they are now effectively the ‘front door’ to your church for digital users, and you ignore those spaces at your peril. http://www.churchgrowthrd.org.uk/blog/churchgro wth/growing_churches_in_the_digital_age Image Credit: Sxc.hu
    10. 10. • We are not selling something to the world that will make more people like us, believe in our story, join our churches. We are trying to be something in the world that invites connection and compassion, encourages comfort and healing for those in need, and challenges those in power to use that power in the service of justice and love • (Drescher, 127)
    11. 11. WHO?
    12. 12. Who is your audience? Image Credit: Stockfresh
    13. 13. DISCUSS: Your audience • Turn to person next to you. • Who are you interested in reaching/listening to? • What ‘problems’ are you seeking to solve for them? Image Credit: Stockfresh
    14. 14. Who/What?
    15. 15. Personas • http://justinwise.ne t/wpcontent/uploads/20 13/10/carol-blog-9555x822.jpg
    16. 16. Push/Pull Media… Image Credit: Stockfresh
    17. 17. Who are you? • • • • What are your values? What do you stand for? What is your ‘tone of voice’? What can you contribute to the conversation? – Locally? – Nationally? – Globally?
    18. 18. WHAT?
    19. 19. What do you have in place now, and what tools are you already using? Image Credit: Stockfresh
    20. 20. A Clear Plan • Avoids – Wasted Time – Wasted Effort – Seeing social media as ‘play’ – Social Media fatigue – Missed Opportunities Image Credit: Stockfresh
    21. 21. “Call to Action” • Don’t make it too complicated to participate • Define an (easy) action • Define the (simple) benefit(s) • Give a (short) time frame Image Credit: Stockfresh
    22. 22. Shareability • Knowing – Your Audience – Your Values • What motivates you to share? – Funny? – Poignant? – For a particular person? http://bzevents.com/blog/wpcontent/uploads/2012/09/Instagram-weddinghashtag.jpg
    23. 23. Networks of Networks Image Credit: Stockfresh
    24. 24. Humour http://anglicanme mes.com/2013/10 /17/the-best-ofawkwardanglicansorry-im-c-of-e/
    25. 25. Vulnerability http://bigbible.org.uk/2013/08/digitallunacy-and-new-acceptance-frdavidcloake/
    26. 26. The Visual… https://www.facebook.com/bigbible
    27. 27. Don’t look to “publish” but engage in a CONVERSATION http://www.sxc.hu/photo/1382970
    28. 28. DO YOU Think people WILL join #ChristmasStarts?
    29. 29. Where
    30. 30. http://www.slideshare.net/drbexl/anoverview-of-social-media-january-2013
    31. 31. Facebook Insights
    32. 32. http://www.slideshare.net/drbexl/daily-twitter-workout
    33. 33. Blogging? Think About • • • • • • Who are you blogging for? How often can you blog? What style of blog will you use? What content can you produce? What do you want Google to find? Who else can you bring on board?
    34. 34. WHEN?
    35. 35. When? It takes TIME… Source: RGBStock
    36. 36. Identify Keywords Image Credit:Stockfresh
    37. 37. Hootsuite (Manage Multiple Accounts)
    38. 38. Hootsuite: Pre-Set Tweets
    39. 39. What is required? • Back to: WHAT DO YOU WANT TO ACHIEVE? • What feels ‘acceptable’ as a starting point? – Platform? – Frequency? – Personal/Organisational? – Shared? • What will your “KPIs” look like? Can such things be defined in numbers? • Sustained is better than ‘energy burst’ followed by ‘dead space’…
    40. 40. No Magic Bullet…
    41. 41. @drbexl @digitalfprint @bigbible http://www.sl ideshare.net/ drbexl/digitalstrategy-101for-cnmac13
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