Taking Your Social Media Presence to the Next Level
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Taking Your Social Media Presence to the Next Level

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  • \n
  • If chose 1 = Internet over TV\n\nArbitron Infinite Dial 2010 study - highly recommend that study if haven’t already seen it\n
  • Study\n600 Web Congregational Surveys (plus several churches w/ 100’s of congregants)\n651 Online Community Surveys\n65 church website analytics in 2009 & 2010\n
  • Respondents that said the church website was somewhat to very important in my decision to attend the church.\n
  • Church members that had been at the church for less than 1 year = the church website was somewhat to very important in facilitating participation in the church community. \n\n
  • Existential ? Of the Internet Age: If no one visits your website does it even exist?\n
  • Are own research showed the same trends\n\nUse of social media by churches\n\n18 to 27 the highest\n
  • Are own research showed the same trends\n\nSocial networks enable me to love and serve people I otherwise would not be in contact with\n\n18 to 27 the highest\n
  • Are own research showed the same trends\n\nSocial Networks can make a church or ministry more effective\n\n18 to 27 the highest\n
  • Are own research showed the same trends\n\nOnline communities are not “real” communities\n\n18 to 27 the lowest; affirming other stats in the negative\n
  • Last slide\n\nParticipating in social networks is good only if it leads to real interactions\n\n50/50 split – Divided!\n
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  • Led us to this study\n\nConducted beginning in April 2011\n\nRespondents from all over the country, various denominations and ministry affiliations\n\nWanted to find out not just what people in ministry thought about social media, but what was actually working!\n
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  • Do you use these various platforms?\n\nThree highest being FB, Video Sites, Twitter\n
  • Do you use these various platforms?\n\nThree lowest being private community, photo sharing site, geolocation apps\n
  • We measured effectiveness using three main areas:\n\nAwareness\nConnectedness/Developing Community\nContinuing Engangement\n
  • How do you create awareness for your church/ministry using social media?\n
  • Engagement to foster community\n\nEngagement to build traffic\nExplain engagement theory\n\nTwo different goals; end games; finish lines\n
  • Engagement to foster community\n\nEngagement to build traffic\nExplain engagement theory\n\nTwo different goals; end games; finish lines\n
  • Engagement to foster community\n\nEngagement to build traffic\nExplain engagement theory\n\nTwo different goals; end games; finish lines\n
  • Engagement to foster community\n\nEngagement to build traffic\nExplain engagement theory\n\nTwo different goals; end games; finish lines\n
  • Engagement to foster community\n\nEngagement to build traffic\nExplain engagement theory\n\nTwo different goals; end games; finish lines\n
  • One respondent stated “key to creating awareness is...”\n
  • \n
  • (e.g. text, photos, video/audio posts)\n
  • Multimedia = YouTube second largest search engine; \n\nWhat platforms are most effective for creating awareness? Video sharing only platform answered in the affirmative\n\nCurated Content = Presenting the best information for your people\n\nExtraneous = no relevance to your work or field\n\nNarratives = \n\nPoint out Relevant Info = People don’t want an INFO DUMP!\n
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  • Not sure = simple didn’t know\n
  • Can anyone relate to this?\n
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  • We measured effectiveness using three main areas:\n\nAwareness\nConnectedness/Developing Community\nContinuing Engangement\n
  • Facilitating integration across social networks\n
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  • Buddy Media Group found that using this words in your organizational social media strategy increased engagement\n
  • Top three motivations for using social networks in private study:\n\nStaying in touch with people\nCommunicating with others\nSharing life experiences\n\nWhat are people looking for online? Simply put - COMMUNITY\n
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  • Churches we surveyed, majority had less than 500 fans on their fan page\n
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  • Sermon series, events, potential ministry opportunities, etc.\n
  • What types of content are organizations posting onto Facebook?\n
  • What types of content are organizations posting onto Facebook?\n\nNotice what are in the top/bottom three ... Anybody notice a trend?\n
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  • All three have the focus on the community itself, not the organization(!!!)\n
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  • People know what's going on within our organization. They don't have to wait for emails about things.\n
  • How do you create organizational engagement for your church/ministry using social media?\n
  • We measured effectiveness using three main areas:\n\nAwareness\nConnectedness/Developing Community\nContinuing Engangement\n
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  • These were the elements of engagement that churches answered “no/not sure” to .... Basically a big ?????\n
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  • Is it any wonder that we get responses like this?\n\nThere’s a sense that we know how to get on the highway, but we don’t know what to do when we get there.\n\nDog finally catching the car it was chasing and asking ... now what?\n
  • Is it any wonder that we get responses like this?\n\nThere’s a sense that we know how to get on the highway, but we don’t know what to do when we get there.\n\nDog finally catching the car it was chasing and asking ... now what?\n
  • By majority\n
  • By majority\n
  • By majority\n
  • By majority\n
  • By majority\n
  • By majority\n\nTragic, because studies have shown that online donations are 140% higher than offline donations.\n
  • By majority\n\nTragic, because studies have shown that online donations are 140% higher than offline donations.\n
  • Lack of resources = +1 nearly every category will receive an increase in resources\n\nMisunderstanding = +1 SM Not a “quick fix”\n\nNo organizational big idea = +1 Most respondents said their biggest challenge was developing an organizational strategy\n
  • REPLACE company with “church” or “ministry” and the end results will be identical.\n
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Taking Your Social Media Presence to the Next Level Taking Your Social Media Presence to the Next Level Presentation Transcript

  • Taking Your Social MediaPresence to the Next Level LifeServe 2011
  • When we moved, a churchs website hasto be our rst lter to nd a church. A lot of churches had crummy websites andregardless of how great a church they may be, we passed them by. Source:
Ryan
Heinese
  • 61%Respondents that said the church website was somewhat to very important in my decision to attend the church.
  • 85%the church website was somewhat to very important in facilitating participation in the church community.
  • chu rch ur cool isit s yo ist? o on ev it reall y exIf n oes we bsi te d
  • Source:
HubSpot
  • es s St udy Eff ect iven ia l Me diaS oc
  • Setting the Stage• Majority (63%) of respondents from churches• Majority (57%) of churches < 1000• Majority (71%) of respondents had been using social media for < 3 years• Majority (55%) classi ed their social media maturity as “beginner” or “experimental”
  • Network Yes NoFacebook 97%Video Site 88%Twitter 86%Blog 58%Private Cmmty. 24%Photo Site 22%Geolocation 22%
  • Network Yes NoFacebook 97% 3%Video Site 88% 12%Twitter 86% 14%Blog 58% 42%Private Cmmty. 24% 76%Photo Site 22% 78%Geolocation 22% 78%
  • ConnectedAware Engagement in Community
  • What is Most Effective?AWARENESS
  • Engaging your online community
  • Engaging your online community Engaging to build traffic
  • Engaging your online community Engaging to build trafficEngaging to build community
  • Engaging your online community Engaging to build trafficEngaging to build community
  • Two completely different goals!
  • Knowing etiquette is key; be a welcomeaddition to peoples social media world.
  • Frequently updating your content
  • Include a variety of content types
  • Content Type PlaceMultimedia 1stCurated Content 2ndExtraneous Info 3rdNarratives 4thRelevant Info 5th
  • What is Least Effective?
  • Less Than Helpful• Engaging a broad, public audience (i.e. “everything to everyone”)
  • Less Than Helpful• Engaging a broad, public audience (i.e. “everything to everyone”)• Monitoring online discussions about your organization
  • Less Than Helpful• Engaging a broad, public audience (i.e. “everything to everyone”)• Monitoring online discussions about your organization• Not sure?
  • [Social media] only works if you have peopleonline or mobile phone savvy. Many of ourrural church members just arent there yet.
  • What is Most Effective?COMMUNITY
  • ConnectedAware Engagement in Community
  • WHERE WHENWOULDSHOULD
  • WHERE WHEN WOULD SHOULDUse these words.
  • WHERE WHEN WOULD SHOULD Alot.Source:
Buddy
Media
Group
  • What is Most Effective?COMMUNITY
  • < 500Average amount of fans on fan pages included in this study
  • WAS MOSTUSED MOST FORGrabbing attention of the online community.
  • WAS MOSTUSED MOST FOR Responding to feedback.
  • WAS MOSTUSED MOST FOR Targeting and researching.
  • Content Type Yes NoLinks 93% 7%Event invites 93% 7%Pictures 80% 20%Videos 60% 40%News 60% 40%Internal stories 47% 53%Blog posts/articles 40% 60%External stories 33% 67%History 33% 67%
  • Content Type Yes NoLinks 93% 7%Event invites 93% 7%Pictures 80% 20%Videos 60% 40%News 60% 40%Internal stories 47% 53%Blog posts/articles 40% 60%External stories 33% 67%History 33% 67%
  • WAS MOST EFFECTIVE ATRewarding and encouraging the online community.
  • WAS MOST EFFECTIVE ATGrowing online community itself.
  • WAS MOST EFFECTIVE ATPromoting events and activities.
  • [Facebook] has opened a channel to get feedback from our church congregation about what happens onthe weekend. Its a place for them to ask questions and get answers, and for us to do the same.
  • People know whats going on within ourorganization. They dont have to wait for emails about things.
  • What is Most Effective?ENGAGEMENT
  • ConnectedAware Engagement in Community
  • How Are You BuildingEngagement Into Your Strategy?• Selecting social media tools/platforms
  • How Are You BuildingEngagement Into Your Strategy?• Selecting social media tools/platforms• Establishing org. presence on social sites
  • How Are You BuildingEngagement Into Your Strategy?• Selecting social media tools/platforms• Establishing org. presence on social sites• Developing content strategy
  • NO/NOT SURESetting goals for social media campaigns.
  • NO/NOT SUREIdentifying/researching our audience.
  • NO/NOT SUREMonitoring external social media activity.
  • NO/NOT SUREIdentifying/measuring social media metrics.
  • NO/NOT SURE Tracking metrics over time.
  • NO/NOT SURETaking action based on metrics or alerts.
  • Is it any wonder that we get responses like this?
  • I have found it very hard to make social media effective for my church.
  • NOT TRACKED Engagement data.By
majority
  • NOT TRACKED Sentiment data.By
majority
  • NOT TRACKED Website traffic.By
majority
  • NOT TRACKED Satisfaction rates.By
majority
  • NOT TRACKED Share of voice/total mentions.By
majority
  • NOT TRACKED Actual income and total donations.By
majority
  • 1:100Ratio of social media budget to total budget.
  • Why Social Media Don’t Work• Lack of resources• Misunderstanding of relational media• No organizational “big idea”
  • While social media is not the silver bullet that some pundits claim it to be, it is an extremely important & relatively low cost touch point that has a direct impact on sales & positive word of mouth. Companies not actively engaging are missing a huge opportunity & are saying something to consumers– intentionally or unintentionally– JOSH MENDELSOHN about how willing they are to VICE PRESIDENTCHADWICK MARTIN BAILEY engage on consumers’ terms.
  • Takeaways for Social Media Effectiveness1. De ne organizational “big idea”
  • Takeaways for Social Media Effectiveness1. De ne organizational “big idea”2. Identify “gunners” and allow them to build
  • Takeaways for Social Media Effectiveness1. De ne organizational “big idea”2. Identify “gunners” and allow them to build3. Resource, resource, resource
  • Takeaways for Social Media Effectiveness1. De ne organizational “big idea”2. Identify “gunners” and allow them to build3. Resource, resource, resource4. Create context-speci c content
  • Takeaways for Social Media Effectiveness1. De ne organizational “big idea”2. Identify “gunners” and allow them to build3. Resource, resource, resource4. Create context-speci c content5. ADD VALUE!
  • CONTACT Class Facebook Grouphttp://j.ustin.cc/lifeserve11
  • CONTACTwise@monkdev.com @JustinWise www.JUSTIN.am