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Norwich October 2013


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Session designed for Church of England in Norwich.

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Norwich October 2013

  1. 1. This work is licensed under a Creative Commons Attribution 3.0 Unported License. Social Media Strategy Dr Bex Lewis, Digital Fingerprint URL: October 2013 for:
  2. 2.
  3. 3. Published by Lion Hudson February 2014
  4. 4. Let‟s “tweet” each other…
  5. 5. SOCIAL media
  6. 6. "If you want to build a presence in the social media platform, then you need to be present." - @unmarketing
  7. 7. What is strategy?
  8. 8. A plan of action resulting from strategy or intended to accomplish a specific goal.
  9. 9. Social Media: More than the cherry on the cake! Image Credit: Purchased Stockfresh
  10. 10. The Big Questions •Why •Who •What •Where •When • To achieve what? • How do the digital tools help achieve this?
  11. 11. WHY?
  12. 12. 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 5:13-16 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. h/growing_churches_in_the_digital_age Image Credit:
  13. 13. • 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)
  14. 14. WHO?
  15. 15. Who is your audience? Image Credit: Purchased Stockfresh
  16. 16. 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: Purchased Stockfresh
  17. 17. Personas
  18. 18. Push/Pull Media… Image Credit: Stockfresh
  19. 19. 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?
  20. 20. WHAT?
  21. 21. •What do you have in place now, and what tools are you already using? Image Credit: Purchased Stockfresh
  22. 22. A Clear Plan • Avoids • Wasted Time • Wasted Effort • Backlash from those who don’t see social media as ‘working’ • Social Media fatigue • Missed Opportunities Image Credit: Purchased Stockfresh
  23. 23. “Call to Action” • Those were the more creative ones. But the majority read like this: • Do mail your acceptance to me today. • So act right now. The postage is paid and you’ve got nothing to lose but a great garden to gain! • SEND NO MONEY NOW! But please mail your card today! • So if you’re looking for knowledge, a rewarding adventure, and the advantage a future perspective can offer, mail the enclosed card today! •
  24. 24. “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: Purchased Stockfresh
  25. 25. Shareability • Knowing • Your Audience • Your Values • What motivates you to share? • Funny? • Poignant? • For a particular person?
  26. 26. Sermon Soundbites
  27. 27. Networks of Networks Image Credit: Purchased Stockfresh
  28. 28. Source: Netcasters
  29. 29. Source: Netcasters
  30. 30. Humour
  31. 31. Vulnerability
  32. 32. The Visual…
  33. 33. The Power of Pinterest
  34. 34. Will people join #ChristmasStarts?
  35. 35. RT: The Power of the Retweet Image Credit:
  36. 36. You may also commonly see…. •MT •HT Image Credit: Stockfresh
  37. 37. COPYRIGHT Really important to be aware of…!!
  38. 38. Image Sources, e.g. • FREE • Flickr Creative Commons: • • • • • PAID • (Christian) • • Image Credit: Stockfresh
  39. 39.
  40. 40. LUNCH Image Credit: Purchased Stockfresh
  41. 41. Don‟t look to “publish” but engage in a CONVERSATION
  42. 42. WHERE
  43. 43. What‟s in the toolbox? Image Credit: Purchased iStockphoto
  44. 44. -overview-of-social-media-january2013
  45. 45. Facebook: Profile
  46. 46. Choose Who to Share With
  47. 47. BigBible: Page
  48. 48. alBible/info
  49. 49. Facebook Insights
  50. 50. BigRead: Group
  51. 51. Event
  52. 52. Pastoral Care: Facebook Image Credit: Purchased Stockfresh
  53. 53. Community: Facebook
  54. 54. Manage Expectations •Use the 160 character bio well… •Who •When •What
  55. 55. Hashtags Explained Image Credit: Purchased Stockfresh
  56. 56. Join Pre-Existing Conversations
  57. 57. Tweeting in Church? • Good Thing? • Bad Thing? • Why might/might not people tweet in church? • What might encourage more ‘engagement’? Image Credit: Purchased Stockfresh
  58. 58. Train Tweets
  59. 59. The Story of @BibleSummary
  60. 60. Local Papers…
  61. 61. National Press n-to-tell-every-chapter-of-Bible-on-Twitter.html
  62. 62. International
  63. 63. Blogosphere!
  64. 64. 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?
  65. 65. Ideas for Content? • “See what we‟ve been up to” • Thoughts & Reflections • Reviews (Books, films, websites, etc) • Challenging ideas for debate • Interviews (Text, Audio, Video) • „Best Of‟ Content • „How-to‟ Posts • 10 things you can… • Guest Posts Image credit: RGBStock
  66. 66.
  67. 67. Need a Tool?
  68. 68. Simple ideas for Video: • Set up a channel, e.g. • Think of the STORIES you have to tell, and how you might tell them – no need for BBC production values • • • • Events: Before/After Sermons: Quick Overviews/Responses People & Their Lives What can you “How To”? • Engage with other‟s videos: • Comment (no flaming) • Blog about them • Add to favourites/playlist
  69. 69. YouTube: “How To Pray”
  70. 70. tch?v=2lXh2n0aPyw
  71. 71. tch?v=jzIBZQkj6SY
  72. 72. Audio or Video?
  73. 73. Problem Solving Image Credit: Purchased Stockfresh
  74. 74. WHEN?
  75. 75. When? It takes TIME… Source:
  76. 76. alerts
  77. 77. Discuss: Keywords Image Credit: Purchased Stockfresh
  78. 78.
  79. 79. Hootsuite (Manage Multiple Accounts)
  80. 80. Hootsuite: Pre-Set Tweets
  81. 81.
  82. 82. Google Docs
  83. 83. Sustainability
  84. 84. 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’…
  85. 85. Don‟t forget… Image Credit: Stockfresh
  86. 86. Agree a (flexible) Social Media Policy Image credit: SXC.Hu
  87. 87. • • • • The principles applied to this are: Be credible. Be accurate, fair, thorough and transparent. Be consistent. Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive. When you gain insight, share it where appropriate. • Be integrated. Wherever possible, align online participation with other communications. • Be a good representative of the Methodist Church. Remember that you are an ambassador for Christ, the Church and your part of it. Disclose your position as
a member or officer of the Church, making it clear when speaking personally. Let Galatians 5:22-26 guide your behaviour. • Be respectful: respect confidentiality. Respect the views of others even where you disagree.
  88. 88. Don’t overthink. Running through committees, endless drafts and approval processes to get a response out there can cause far more damage than good. As long as you have taken the time to assess the situation and can take a rational, respectful tone in your response, even an awkward response is OK to start with, and buys you time to continue to respond to the problem.
  89. 89. Principles of Good Engagement •Be interesting •Be encouraging •Be active •Be helpful •Be authentic Image Credit: Stockfresh
  90. 90. “AMPLIFY” aka Share! Image Credit: Stockfresh
  91. 91. Youth Leaders: A Few Thoughts! • Look for the opportunities for discussion and connection • Build into policies about e.g. dealing with pastoral issues. • Establish accountability procedures, e.g. another youth leader in Private Message conversations • Ensure your groups understand you can’t give counselling and may have to pass on the information they share if at harm • Define curfews and acceptability of what can be shared – publically or privately Advice from Paul Windo, Urban Saints
  92. 92. Youth Leaders: A Few Thoughts! • Permissions/Consent • Seek permissions from parents for contacting young people via email, mobile or other platform. • Establish consent for the use of photographs for publicity, on group websites, or placing on Facebook. • Consider creating a catchall statement to place upon registration forms, which assumes these permissions unless parents opt-out. • Language • Use clear, unambiguous language, avoiding abbreviations that can be mis-interpreted. For example LOL typically means ‘Laugh Out Loud’, but can also read as ‘Lots of Love’. • Take care how you sign off in communications. Avoid e.g. “luv” or “xxx” Advice from Paul Windo, Urban Saints Image Credit: Stockfresh
  93. 93. @drbexl @digitalfprint @bigbible