Social Media & Ministry


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How and Why ReFrame Media uses Social Media as part of its media ministry.

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Social Media & Ministry

  1. 1. Social Media and Ministry<br />Steven KosterTodd HertzNRB 2010, Nashville<br />
  2. 2. Philosophy<br />
  3. 3. It’s About Ministry<br />It’s about God’s Story<br />Already unfolding in your life<br />Wherever you are<br />It’s not about technology<br />It’s not about marketing or fund raising<br />It’s about doing your ministry<br />
  4. 4. We Speak Differently to Different People<br />By Demographics<br />Children<br />Youth<br />Younger Adults<br />Older Adults<br />By Faith Journey <br />Pre-Evangelism<br />Evangelism<br />Teaching discipleship<br />Devotional discipleship<br />
  5. 5. Brand = Experience<br />Brand = an expected experience<br />It’s not your technology, it’s you. <br />What makes you special? <br />what experience do you promise? <br />If you hang out with me, you can expect…<br />
  6. 6. Brand = Experience<br />So where can I hang out with you? <br />Go where your audience hangs out already. <br />Don’t expect them to come to you. <br />Go to Your Audience wherever they are!<br />
  7. 7. Multi-Channel<br />One channel is a commodity. <br />You are only one of many. <br />Having a channel does not make you special or compelling. <br />Technology does not make you special<br />Multi-channel can be a presence<br />in which you demonstrate your promised experience.<br />
  8. 8. Use all the Tools for Ministry<br />Media Technologytalk<br />Radio [push]<br />Video<br />eNewsletter<br />Internet Web [pull]<br />Fixed Media (CDs)<br />Print<br />Online Forum listen<br />Email [2-way]<br />Social Media<br />Phone<br />In-Person<br />Social Presence<br />First Contact<br />Awareness<br />Engagement<br />Relationship<br />
  9. 9. Marketing Funnel<br />Awareness<br />Knowledge<br />Interest<br />Donor<br />Sustainer<br />Payoff!<br />
  10. 10. Social Media ROI<br /><br />ROI = (Return – Investment) / Investment<br />If not dollars, trends<br />Use analytics to spot trends<br />Look for inflection points<br />“Finding trends and tracking them back to their point of origin is the key to measuring ROI.”<br />
  11. 11. It’s about Ministry, not Dollars<br />Ministries don’t measure output in $<br />Dollars are a necessary input<br />But not a measure of success<br />How do you measure ministry?<br />In your main channel? <br />Same rules for other channels<br />Cf. Good to Great for Social Sectors monograph<br />
  12. 12. It’s about Ministry, not Dollars<br />Ministries don’t measure output in $<br />There’s more than registration => donate. <br /><ul><li>comment
  13. 13. rate
  14. 14. vote
  15. 15. like / dislike
  16. 16. subscribe
  17. 17. download
  18. 18. read more
  19. 19. petition
  20. 20. advocate
  21. 21. participate</li></li></ul><li>Ministry Funnel<br />Awareness<br />Knowledge<br />Interest<br />Investment<br />Sustainer<br />Payoff!<br />Registration<br />Ministry<br />Conversations<br />comment, vote, advocate, participate<br />Donate<br />Ministry<br />Stewards<br />
  22. 22. Summary<br />How can you meet your audience <br />where they already are <br />through all the channels available<br />to do more ministry?<br />
  23. 23. Examples<br />Our Strategy @ ReFrame Media<br />
  24. 24. Blogs<br />Whom is it for? <br />No CEO Blog (unless already blogger)<br />Find your bloggers and let them go<br />It’s a content monster; commit to feeding<br /> (no blog!)<br />
  25. 25. Blogs Examples<br /> Blog<br /><br />Under the Radar:<br />
  26. 26. Social Networks (= facebook)<br />In US, facebook is increasingly the place to be<br />
  27. 27. Social Networks (= facebook)<br />350 Million people log in once a month<br />Averaging 662 pageviews a month<br />
  28. 28. Our Facebook Strategy<br />Facebook ‘pages’ <br />for all programs<br />and corporate (ReFrame Media)<br />Goes to where the fans already are<br />A dialogue and extension of discussions<br />Not necessarily driving people to ‘our’ website<br />
  29. 29. Facebook<br />Needs investment<br />It cannot just be there<br />Use your people as advocates<br />Cultivate your biggest fans<br />Do something at least once a day<br />Essential Apps on Facebook<br /><br />
  30. 30. Twitter<br />Microblogging 140 letters at a time<br />50 Million tweets a day<br />
  31. 31. Twitter: not just for kids!<br />Historically, mid-age adults were largest segment<br />Ages <24 are only now catching up <br />
  32. 32. Our Twitter Strategy<br />Twitter identities for all programs<br />Plus corporate <br />Plus personal identities<br />All identities have a personality<br />It’s a dialogue, not advertising<br />
  33. 33. Twitter Tactics<br />You’re there…Where’s the people?<br />Find followers by being a follower<br />It’s dialogue: who’s interesting? <br />Broadcasting vs. Relating <br />Be a “good date”, not a robot<br />It’s dialogue: stop preaching or promoting<br />If you’re only talking, they stop listening<br />Auto-tweets are usually bad<br />
  34. 34. Twitter Effectiveness<br />Measuring Effectiveness<br />Tools<br />Raven<br />Klout<br />Twitalyzer<br />What receives attention? <br />What can you learn from that?<br />It’s not the stats, but what stats mean <br />
  35. 35. Twitter Tools<br />Tools<br />HootSuite, Co-Tweet, or Tweet Deck<br /> or <br />Interest Groups<br /><br /> <br />Find friends of friends<br />30 Twitter Tools:<br />
  36. 36. Niche Networks<br />In-house network or message boards<br />Good for privacy<br />Good for narrow focus<br />BUT, why not go where audience is?<br />
  37. 37. Niche Networks Examples<br />The Christian Reformed Social Justice Office (<br />Conversations at<br />More from<br /> (Mustache fans)<br /> <br /><br /> (dream interpretation)<br /><br />
  38. 38. Video<br />YouTube: 1 Billion Videos a day<br />Viral: What can you leverage?<br />What are you already doing that could be on video?<br />Like DVD extras: “Behind the Scenes” <br />BlendTech: Will this blend? <br />
  39. 39. Our Video<br />What we do:<br /> Daily Video Blog<br /> Exclusives<br />NRB vids for behind the scenes<br />
  40. 40. Additional Social Media<br />Give Others a Voice<br />Ratings, Reviews<br />Wiki <br />Wikipedia<br />Give your brand up<br />Music<br />Events<br />
  41. 41. Mobile<br />Media in small formats on the run<br />Text and Photo messaging<br />Smart Phones, iPhone<br />Apps<br />Mobile Web browsing<br />Kindle, Ebooks<br />
  42. 42. Mobile Uses (US adults)<br />86% have cell phones<br />25% of cell users browse web, email, etc.<br />That’s 21.5% of all US adults<br />
  43. 43. Mobile Devices (US)<br />Blackberry 42%<br />iPhone 25%<br />WinMobile 17%<br />
  44. 44. Mobile Devices (Worldwide)<br />Nokia biggest,<br />Blackberry second, <br />But Apple is growing fastest <br />
  45. 45. Mobile and kids<br />A third of US middle schoolers have mobile phones<br />And growing fast<br />
  46. 46. Mobile Strategy<br />Who’s the audience, why would they want it? <br />Why would they want it on the run?<br />What are we publishing already? <br />Web<br />RSS<br />Podcast<br />Simple Apps <br />
  47. 47. Our Mobile Strategy<br />List in stores (iTunes, Amazon Kindle)<br />Simple apps for iPhone<br />RSS based, ala<br />Mobile-specific web sites for other platforms (<br />
  48. 48. Mobile Resources<br /><br />Simple iPhone app based on RSS<br /><br />Mini web sites for mobile devices<br />Not device dependent<br />
  49. 49. Resources<br />
  50. 50. Resources<br /><br />Stats and News and what it means for you<br />The Mecca for Social Media<br />SmartBrief on Social Media <br />Daily email digest of Social Media stories<br /><br /><br />
  51. 51. Resources<br />Silicon Valley Insider (SAI)<br /><br />Chart of the Day!<br /><br />Social Media Examiner<br /><br /><br />Stop marketing, Start Engaging<br />
  52. 52. Resources<br />Groundswell by Charlene Li and Josh Bernoff<br />Good to Great for Social Sectors<br />
  53. 53. Resources<br />On Twitter:@ReFrameMedia@RadarRadio@ThinkChristian@WalktheWay@TodayDevotional   @ChurchJuice@SpotlightRadio@GroundworkRadio<br />On<br />