Social Media on Purpose:  Creating Content to  Drive Your StrategyJeff Abramovitz, 2Degrees Media          WFX 2012
You have a chance to win one of two free       Giveaways (to be sent to the winner)                          OR     Steppi...
Who am I?• 2 Degrees Media  • Social Media Training and Coaching organization    (focused on churches and ministries)    •...
My Family
What Grabs You?What do you share? Like? Comment on?What Blogs do you subscribe to?What types of content do you respond to ...
Is Content REALLY King?
Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered   of his royal ability t...
Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered   of his royal ability t...
Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered   of his royal ability t...
Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered   of his royal ability t...
Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered   of his royal ability t...
Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered   of his royal ability t...
Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered   of his royal ability t...
What Drives Content?
What Drives Content?Why do you do what you do?
What Drives Content?What do you want to say?
What Drives Content?     How do you get    your message out?
What Drives Content?  Who do you reach now?
What Drives Content?Who do you want to reach?
• Passion              “As you are                going”• Call• Interest                 Your                Ministry/    ...
• Passion              “As you are                going”• Call• Interest                 Your                Ministry/    ...
Events                                 Information                                   Updates• Passion                     ...
Events                                 Information                                   Updates• Passion                     ...
Events                                 Information                                   Updates• Passion                     ...
Events                                 Information                                   Updates• Passion                     ...
Why Use Social in Church? "For the record, I dont care if another church uses social networking in corporate worship or no...
Why Use Social in Church
Why Use Social in Church• What works for your particular ministry,  lifestyle, habits, interests?
Why Use Social in Church• What works for your particular ministry,  lifestyle, habits, interests?• Social Media/Networking...
Why Use Social in Church? • Social Media gives your church/ministry   an opportunity to stand above the crowd.   By sharin...
Found at http://www.buzzplant.com
Focus on some of the channels thatothers aren’t utilizing to stand out!                     Found at http://www.buzzplant....
Found at http://www.buzzplant.com
Found at http://www.buzzplant.com
Found at http://www.buzzplant.com
What:
What:        Resources do you have?
What:                        Resources do you have?Major applications will you focus on?
What:                        Resources do you have?Major applications will you focus on?           Will you measure?
What:                        Resources do you have?Major applications will you focus on?           Will you measure?   Pol...
What:                        Resources do you have?Major applications will you focus on?           Will you measure?   Pol...
Content by Channel• Content will vary (and should) by  channel. What you put on FB will be  different than Twitter, Linked...
Facebook• Keys to Success /other relevant issues:• Use Cover Photo effectively• Apps used for Call To Action• Pin/Highligh...
Facebook• Keys to Success /other relevant issues:  • Review your PTAT and Insights    regularly  • Good measure of engagem...
Example of a content calendarFacebook     I’ve created for my clients
Twitter• Keys to Success:• Establish purpose (small following; real  time conversation or larger following,  reaching out ...
Twitter•   Other Valuable information to stay up with activity and content    available to share/comment/etc.:•   Some Key...
LinkedIn• Keys to Success:• Fill out your Profile well• Use keywords throughout your profile that can be  found for what you...
Google +• Key Success factors/points of interest:  • It has one big advantage...it’s GOOGLE!!    You get significant SEO be...
Pinterest• Key Success factors/points of interest:  • Fastest growing social networking    site ever.  • Most engaging.  •...
YouTube/Video• Key Success Factors/other  points to consider:  • Video MUST be a part of    your social media plan at    s...
Blogging• Key Success Factors/other points to  consider:  • Word is out that blogging is dying...NOT    TRUE (IMO)--bad bl...
And so on, and so on...
If Content is King...You’ll         need a lot of it!•   Content is not your problem.    Common places to find it:      •  ...
And so on, and so on...•   Others to consider    •   Quora    •   Foursquare (location based apps)    •   Story (love this...
And so on, and so on...•   Others to consider                     • KD Paine offers a great framework for                 ...
From socialbrite.org
Rinse & RepeatPeriodically you must evaluate where you are atand if what you’re doing is working. I suggest atleast quarte...
Rinse & Repeat• - Do more of the things that are working based  on monitoring. What types of posts are  drawing more activ...
You have a chance to win one of two free  Giveaways (to be sent to the winner)                                            ...
My Social Profile    Facebook: /jeffabram and /2degreesmedia     Twitter: @jeffabram and @2degreesmedia  LinkedIn:ww.linke...
Need Social   Media Help?• 2 Degrees Media • Social Media Training and Coaching   organization (focused on churches   and ...
Wfx2012-Creating Content that Drives Social Media Strategy
Wfx2012-Creating Content that Drives Social Media Strategy
Wfx2012-Creating Content that Drives Social Media Strategy
Wfx2012-Creating Content that Drives Social Media Strategy
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Wfx2012-Creating Content that Drives Social Media Strategy

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Workshop at the 2012 WFX Conf & Expo in Atlanta, GA. Slides related to a presentation on the importance of content and how the correct (or incorrect) use of it across the social media channels affects how successful a church/ministry/org will be with their social strategy.

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  • So glad to be here with you----3rd year of having the privilege of providing some help with your social media. \n
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  • Wfx2012-Creating Content that Drives Social Media Strategy

    1. 1. Social Media on Purpose: Creating Content to Drive Your StrategyJeff Abramovitz, 2Degrees Media WFX 2012
    2. 2. You have a chance to win one of two free Giveaways (to be sent to the winner) OR Stepping Up Kit (retail value $89) Art of Marriage Kit (retail value $189) Details given at the end of the seminarExtending this seminar offer to anyone who sees this online (but limited time)
    3. 3. Who am I?• 2 Degrees Media • Social Media Training and Coaching organization (focused on churches and ministries) • Training (in person/online; Team/individual) of staff, leaders on the strategy of social media, what is it and how to use it most effectively • Training on the tools of social media; how to use them & which ones are best for your organization • Review of current social media plan/use of tools with recommendations and SWOT analysis • Custom requests as provided
    4. 4. My Family
    5. 5. What Grabs You?What do you share? Like? Comment on?What Blogs do you subscribe to?What types of content do you respond to the most? Videos Audio Images Written Friends Like minded Unique/strange Ubiquitous / Band wagon stuff etc.....
    6. 6. Is Content REALLY King?
    7. 7. Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered of his royal ability to influence. And he lost that power a long time ago....Time to build some relationships and stop believing the lie that content is enough. Sure it’s a good start, but you’re going to need more than content.” Jeff Goins
    8. 8. Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered of his royal ability to influence. And he lost that power a long time ago....Time to build some relationships and stop believing the lie that content is enough. Sure it’s a good start, but you’re going to need more than content.” Jeff Goins
    9. 9. Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered of his royal ability to influence. And he lost that power a long time ago....Time to build some relationships and stop believing the lie that content is enough. Sure it’s a good start, but you’re going to need more than content.” Jeff Goins• Content is king, you say. It’s now even more free to reign, unfettered by distribution channels! No; because content is no longer enough. Content has always been a means to an end. And the end has always been audience. Content isn’t the goal. Audience (Distribution) is. Ben Elowitz
    10. 10. Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered of his royal ability to influence. And he lost that power a long time ago....Time to build some relationships and stop believing the lie that content is enough. Sure it’s a good start, but you’re going to need more than content.” Jeff Goins• Content is king, you say. It’s now even more free to reign, unfettered by distribution channels! No; because content is no longer enough. Content has always been a means to an end. And the end has always been audience. Content isn’t the goal. Audience (Distribution) is. Ben Elowitz
    11. 11. Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered of his royal ability to influence. And he lost that power a long time ago....Time to build some relationships and stop believing the lie that content is enough. Sure it’s a good start, but you’re going to need more than content.” Jeff Goins• Content is king, you say. It’s now even more free to reign, unfettered by distribution channels! No; because content is no longer enough. Content has always been a means to an end. And the end has always been audience. Content isn’t the goal. Audience (Distribution) is. Ben Elowitz• “The three most important things for SEO are content, content, and content. To drive that point home, Brafton has put together an infographic that should be hanging on the wall of every marketing department. The "Why Content for SEO?" infographic looks at the effect of Google Panda and how content is converting searches to sales.” JOE BROCKMEIER
    12. 12. Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered of his royal ability to influence. And he lost that power a long time ago....Time to build some relationships and stop believing the lie that content is enough. Sure it’s a good start, but you’re going to need more than content.” Jeff Goins• Content is king, you say. It’s now even more free to reign, unfettered by distribution channels! No; because content is no longer enough. Content has always been a means to an end. And the end has always been audience. Content isn’t the goal. Audience (Distribution) is. Ben Elowitz• “The three most important things for SEO are content, content, and content. To drive that point home, Brafton has put together an infographic that should be hanging on the wall of every marketing department. The "Why Content for SEO?" infographic looks at the effect of Google Panda and how content is converting searches to sales.” JOE BROCKMEIER
    13. 13. Is Content REALLY King?• “Content is not king. Content is a fat, dethroned monarch, dis-empowered of his royal ability to influence. And he lost that power a long time ago....Time to build some relationships and stop believing the lie that content is enough. Sure it’s a good start, but you’re going to need more than content.” Jeff Goins• Content is king, you say. It’s now even more free to reign, unfettered by distribution channels! No; because content is no longer enough. Content has always been a means to an end. And the end has always been audience. Content isn’t the goal. Audience (Distribution) is. Ben Elowitz• “The three most important things for SEO are content, content, and content. To drive that point home, Brafton has put together an infographic that should be hanging on the wall of every marketing department. The "Why Content for SEO?" infographic looks at the effect of Google Panda and how content is converting searches to sales.” JOE BROCKMEIER•BOTTOM LINE: IT IS STILL KING IN ONE WAY BUT IT’S NOT A MONARCHY.
    14. 14. What Drives Content?
    15. 15. What Drives Content?Why do you do what you do?
    16. 16. What Drives Content?What do you want to say?
    17. 17. What Drives Content? How do you get your message out?
    18. 18. What Drives Content? Who do you reach now?
    19. 19. What Drives Content?Who do you want to reach?
    20. 20. • Passion “As you are going”• Call• Interest Your Ministry/ God’s• Skills Ministry• Abilities Vision• Need Mission Purpose
    21. 21. • Passion “As you are going”• Call• Interest Your Ministry/ God’s• Skills Ministry• Abilities Vision• Need Mission Purpose
    22. 22. Events Information Updates• Passion News “As you are Pastors/Leaders Prayer needs going” Ministry/Church Needs• Call Missions/Ministry Life Change stories• Interest Your Ministry/ God’s• Skills Ministry• Abilities Vision• Need Mission Purpose
    23. 23. Events Information Updates• Passion News “As you are Pastors/Leaders Prayer needs going” Ministry/Church Needs• Call Missions/Ministry Life Change stories• Interest Your Ministry/ God’s• Skills Ministry• Abilities Vision• Need Mission Purpose
    24. 24. Events Information Updates• Passion News “As you are Pastors/Leaders Prayer needs going” Ministry/Church Needs• Call Missions/Ministry Life Change stories• Interest Your Ministry/ God’s• Skills Ministry Life Events• Abilities Interests Experiences Vision Prayer Needs The “other” days• Need Mission Seekers Lost Purpose Hostile
    25. 25. Events Information Updates• Passion News “As you are Pastors/Leaders Prayer needs going” Ministry/Church Needs• Call Missions/Ministry Life Change stories• Interest Your Ministry/ FEEDBACK• Skills God’s LOOP Ministry Life Events• Abilities Interests Experiences Vision Prayer Needs The “other” days• Need Mission Seekers Lost Purpose Hostile
    26. 26. Why Use Social in Church? "For the record, I dont care if another church uses social networking in corporate worship or not. I love it; I use it; but I dont have a Twitter mission. It has never been about a Social Networking agenda for Westwinds. Its about participation, new ways to connect with one another, reflection, interaction and conversation. Regarding our churchs use of social networking during the weekend, it is and always has been about creating a moment where we can all respond to and move toward God in fresh ways." John Voelz III, Follow You, Follow Me
    27. 27. Why Use Social in Church
    28. 28. Why Use Social in Church• What works for your particular ministry, lifestyle, habits, interests?
    29. 29. Why Use Social in Church• What works for your particular ministry, lifestyle, habits, interests?• Social Media/Networking is not a replacement strategy but an enhancement strategy, designed to give you ways to connect with current and new people about you, your ministry and, ultimately, around the truth of Gods Word lived out in daily lives.
    30. 30. Why Use Social in Church? • Social Media gives your church/ministry an opportunity to stand above the crowd. By sharing great information, listening and then responding with heartfelt and caring words, thoughts or actions, you can make a difference through Social Media.
    31. 31. Found at http://www.buzzplant.com
    32. 32. Focus on some of the channels thatothers aren’t utilizing to stand out! Found at http://www.buzzplant.com
    33. 33. Found at http://www.buzzplant.com
    34. 34. Found at http://www.buzzplant.com
    35. 35. Found at http://www.buzzplant.com
    36. 36. What:
    37. 37. What: Resources do you have?
    38. 38. What: Resources do you have?Major applications will you focus on?
    39. 39. What: Resources do you have?Major applications will you focus on? Will you measure?
    40. 40. What: Resources do you have?Major applications will you focus on? Will you measure? Policies and Procedures will you create/require?
    41. 41. What: Resources do you have?Major applications will you focus on? Will you measure? Policies and Procedures will you create/require? Are you willing to change based on your “followers” and what is non-negotiable?
    42. 42. Content by Channel• Content will vary (and should) by channel. What you put on FB will be different than Twitter, LinkedIn, Google +, Pinterest, etc.• Plan your content by channel
    43. 43. Facebook• Keys to Success /other relevant issues:• Use Cover Photo effectively• Apps used for Call To Action• Pin/Highlight• Images• Insights analysis• e.g., Use Timeline to Highlight key moments in the church’s history• What’s working/What isn’t
    44. 44. Facebook• Keys to Success /other relevant issues: • Review your PTAT and Insights regularly • Good measure of engagement 20% or more - PTAT/LIKES (Page)... • Review Insights to see what’s working and what’s not. • Prepare a content calendar to help you schedule your content distribution.
    45. 45. Example of a content calendarFacebook I’ve created for my clients
    46. 46. Twitter• Keys to Success:• Establish purpose (small following; real time conversation or larger following, reaching out to new)• Complete profile and bio...use great image and words/phrases in profile that will tell someone right away who you are.• Use search to find out what is being said about you, your church, your city, your pastor, etc.• Use LISTS - they are powerful and helpful at focusing through the Twitterclutter
    47. 47. Twitter• Other Valuable information to stay up with activity and content available to share/comment/etc.:• Some Key Twitter Clients/Apps • Hootsuite • Buffer • SocialOomph • Sprout Social • Tweetdeck • Twirhl• Other Twitter tools (mainly managing your followers-some/all may cost money at some level) • ManageFlitter • CoTweet • Tweeti • WeFollow • TweetAdder
    48. 48. LinkedIn• Keys to Success:• Fill out your Profile well• Use keywords throughout your profile that can be found for what you want to be found for/about.• Use a great image• Three key areas for engagement: • Profile-keep it up to date and relevant • Groups (plenty of groups out there that will meet your needs from both a learning and connecting vantage. Moderate and be active where you can. • Answers - be an expert
    49. 49. Google +• Key Success factors/points of interest: • It has one big advantage...it’s GOOGLE!! You get significant SEO benefit, especially for your business/org page. • Circles are a great way to isolate communications. Unlike lists in both FB and Twitter, you can share certain things with that group alone, not public. • Very image friendly. Less noise than FB. But, not yet mainstream though growing steadily. • I love Google “Hangouts” and think it’s better than Skype
    50. 50. Pinterest• Key Success factors/points of interest: • Fastest growing social networking site ever. • Most engaging. • Some real opportunities using Boards and Pins well • Most sharing/re-pinning of any other site as a percentage of users
    51. 51. YouTube/Video• Key Success Factors/other points to consider: • Video MUST be a part of your social media plan at some level. Images and videos are the two most viewed and shared content. • Google power is valuable.
    52. 52. Blogging• Key Success Factors/other points to consider: • Word is out that blogging is dying...NOT TRUE (IMO)--bad blogs? Yes. Good blogs? No...always a place • Hub/Outpost/Portal strategy (Brogan) • Replacing Websites • Frequency, niche, voice and “sharability” are all key elements of creating, sustaining and growing a blog. • Main issue: time commitment
    53. 53. And so on, and so on...
    54. 54. If Content is King...You’ll need a lot of it!• Content is not your problem. Common places to find it: • Books (“Twitterize” it) • Google Reader or other aggregators/news readers • Blogs (“eBook” them) • Technorati for blogs • Images • Stumble Upon, Digg, • Video (fun, serious, Delicious, etc. professional) • Past newsletters • Audio (podcasts?) • Internal archives of sermons, • Re-skin your content, i.e., newsletters, etc. take it out of it’s old skin and put it in another (without • sacrificing or changing the intent, meaning)
    55. 55. And so on, and so on...• Others to consider • Quora • Foursquare (location based apps) • Story (love this one) • Influencer apps • Klout • Kred (nice one) • Twitter analyzers galore • Measurement tools • FB Insights • Google Analytics • Twitter measurement...
    56. 56. And so on, and so on...• Others to consider • KD Paine offers a great framework for matching tools with data collection • Quora and analysis tasks. If you are • Foursquare (location based apps) measuring sentiment, then you’ll need a content analysis tool. If you are • Story (love this one) measuring attitudes, perceptions, or • Influencer apps behavior change, you’ll need to use survey research tools.   If you are • Klout measuring reach, engagement or • Kred (nice one) action, you’ll need analytics tool. (from Beth Kantors blog) • Twitter analyzers galore • Measurement tools • ROI isn’t just for business. If you have limited resources, make sure you • FB Insights spend them wisely--you can’t manage • Google Analytics what you can’t measure. • Twitter measurement...
    57. 57. From socialbrite.org
    58. 58. Rinse & RepeatPeriodically you must evaluate where you are atand if what you’re doing is working. I suggest atleast quarterly. Build in changes but documentwhat you changed, what the metrics were at thetime of change, goals for your effort and then adeadline to meet them. SMAART Goals are alwaysappropriate.S - Specific M - Measurable A - Actionable A -Achievable R - Relevant T - Time Bound
    59. 59. Rinse & Repeat• - Do more of the things that are working based on monitoring. What types of posts are drawing more activity? What is being shared?• - Do less of the things that aren’t• - Take the next step forward by altering your content calendar weighted toward those things that are resonating with your audience.
    60. 60. You have a chance to win one of two free Giveaways (to be sent to the winner) I’m extending OR this offer to Stepping Up Kit anyone who (retail value $89) Art of Marriage Kit (retail value $189) watches this http://on.fb.me/RXTLur slide through or (facebook.com/2degreesmedia and Oct 15. So, sign up today!
    61. 61. My Social Profile Facebook: /jeffabram and /2degreesmedia Twitter: @jeffabram and @2degreesmedia LinkedIn:ww.linkedin.com/in/jeffabramovitz Google +: Find me using Jeff AbramovitzAnd just about any other social network applicationout there. In fact, if you find out I’m not on one, let me know and I’ll probably join it :)
    62. 62. Need Social Media Help?• 2 Degrees Media • Social Media Training and Coaching organization (focused on churches and ministries) • CONTACT INFORMATION: • jeff@2degreesmedia.com • Cell: 501-766-0522 • Website: www.2degreesmedia.com
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