TWR Event Prague


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A session covering the main social media platforms, and thinking about using them strategically in order to achieve a manageable balance.

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  • Welcome all – all know each other already?! Well – an opportunity to get to know each other a bit better – chat for 30 seconds each way – talk about your interests … and let’s see what comes out (commonality that’s what social media is all about – finding connections & building relationships…!). I can be known for my ‘firehose’ of information, but a lot of this is about introducing you to some tools, strategies, then the best way to learn is to go and DO IT!
  • You’re looking to provide information, engage in dialogue, listen to your audience … build a community who will be interested in the other things that you do ..
  • EXERCISE:  Stand up if you… (discuss) THINK WHICH MOST APPROPRIATEHave a Facebook account (is it personal/work?)Check a social media site before you greet your partner in the morningWatched a TV soap in the past month?Have a Twitter account (is it personal/work – are these overlaps acceptable?)Have tweeted in the last 30 secondsTweeted from the wrong Twitter accountHave decided to ignore a particular social media site for a specific reasonUsed a digital camera?Watched a YouTube video?Read a newspaper in the past week?Written a press release in the last year?A fan of social mediaAre NOT a fan of social mediaHave considered talking down a competitor instead of talking up yourself (on a social media site)If you chose a particular URL shortener for a reason rather than picking randomlyLove what you/your work stands for.Have any form of social media strategy in place? 10 minutes
  • What systems do you have in place already, and what tools are you using? Just take a couple of minutes to discuss what tools you already use & for what? [post-its?]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.
  • What do you see as the purpose of social media? What do you think you can achieve with it? Bearing in mind that much that is written on social media is written with a ‘marketing ’ purpose, but do we have customers, do we need to make a ‘return’, what do we need to demonstrate? How do we ensure that this doesn’t swallow up hours of our time? Take a couple of minutes to think about why you might want to use it (if you have no idea, that’s OK = you should have a better idea after today!).  See this exemplar…
  • FIRST: Let’s deal with the kind of stories that work on social media, many are similar to what you may be used to using within a comms role (again, these can go on the flipchart): Real people being ‘authentic’ – stories of the congregation, people involved in projects, people affected by the work that you’re doing, positive stories… Online, however, you can afford to be a little more “real”, people are no longer convinced by ‘smooth marketing’ – they expect things to be a little ‘rough around the edges’ – what kind of insights can you present?Passion - who are you going to put in charge of social media (it doesn’t have to be the vicar, although make it clear who is your “voice”, or “voices)). Ensure that they are prepared to be ‘human’, and are passionate about what “you” stand for – see e.g. Holly on SPCK Publishing.. being v human, some clean humour, … ONGOING Interaction – This is key – you can’t put out and “publish” and it’s done. Need to be looking to interact, be friendly (e.g. on Twitter, don’t broadcast and not follow), to get people involved. Look to build relationships… we are talking about SOCIAL networking… be part of the conversation… “control” is not really an option any more (people will just take the debate elsewhere and you can’t be part of it) … and don’t expect that posting out once will be the end of the conversation – you may get feedback (though it can be hard to get this going… you may need to start the ball rolling by asking people to comment…)Insights/Openness – Obviously there are restrictions on what you can give out, but if people have an idea you are giving them an insight into ‘real life’, and giving them a bit of an inside track/behind the scenes look, they’ll feel more involved. Audio-Visual - there’s an opportunity here to talk directly to people through audio or video, giving the vocal tone that is missing from the written word.
  • We need to question what we’re “marketing”, if we think this is appropriate within the church. We of course have publishers, etc which have a particular product to market, and the biggest things to remember is that it’s all about a “pull” economy, not a “push” economy (i.e. getting all that junk mail through the door is push, but if you can make your content so interesting that people start talking about it on their Facebook, Twitter, etc. and they may even come to church – have had 3-4 friends say they’re interested in coming to church because I’m so open about it being part of my life on FB/Twitter, etc. I’m not bashing anyone with it.. I’m just “being”) Thinkhow your church or diocese can “be” and draw people in.
  • We’ll come back to this – think about what/who is served…For years the church has waited for people to “come”, how do we go and “be” where other people are… because we want to be there… just be prepared for “those conversations”. You guys are used to this with radio connections…
  • Facebook and other social networks = all about a lack of control!Within this, we should also put the category of “customer service”.. how would we see this within a church context? People can put their “complaints” online… who is going to deal with those? Ensure that this is POSITIVE, CONSTRUCTIVE and dealt with swiftly (the more swiftly the bigger you are… otherwise ensure that “About Me”, etc indicates that material is monitored between x & y hours (not unmonitored… ensure the pro-activity of language). See example of University of Leeds (academic/Christian institutions not that different in this respect) trying to say what people can/can’t do… you can’t!
  • If you’re going to have a policy, have something like this. Example with Damaris…
  • Note that all this material is raised in the context of discussion as to the possibilities, there’s no legal guidance offered or implied.
  • It’s not uncommon for a pastor to live in an entirely different neighborhood or community than the people in their church. So, if there’s little opportunity for face-to-face interaction throughout the week, it’s only natural for pastor(al team) to find ways to immerse themselves in the online communities that their congregation is spending so much time in. Zuckerberg – community
  • I would look to Facebook first, as it’s the place FOR friendships. A great place for keeping in touch with people (but be aware that not everyone uses it the same way, and there IS the possibility of cyber-bullying, cyber-isolation, etc.).. .Sally Coleman: Possibilities include sending “virtual hug/flowers” if notice a particular profile status, and wall-to-wall comments (public) or private messages. We lose tone of voice/expression/eye contact, but others, particularly introverts, may enjoy being able to think before posting a response online.Len Sweet (and I would too) posits that online relationships make us more interested in seeking out face-to-face relationships rather than less. (, see also
  • We do need to think about how we’re going to deal with particular cases of cyber-bullying, and “cries for help”. Again, this is a developing area, but I would look for churches to think about what they would do in such situations, and have specific people to contact (should be part of their overall policy, but social media maybe makes it easier for people to engage in these activities).
  • Activity: Take a couple of minutes to jot down a mind-map of words/values that you want associated with you, and what ‘problem’ do you solve for people? [See 31 days to a better blog…]
  • What do you want people to DO when they are on your site?
  • Going to think about that audience in terms of ‘Stakeholder Straplines’, e.g. “Vicar: Wants more people to come to church/God”; “Publisher: wants more people to buy books”.SO: Referring back to ‘who are you’ ensure you’re clear on that – make your own one if required BUT more importantly think about WHO you are aiming at… If you’ve done a lot of work on this you may already be clear, but if you’re aiming for a change of audience … have you ever done ‘personal profiles/personas’ – e.g. Harriet, 46, typically listens to Radio 4, shops at Waitrose, etc… Helps you really put yourself in their feet…Salisbury Diocese – said people weren’t using internet – then clear that using for internet shopping – quick & easy hop to encourage them online to mum & toddler group & all went from there…
  • Same as with other comms strategies, MUST go out and look at what similar organisations are doing - .e.g. churches in diocese, similar size, etc… MAKE A LIST OF ORGANISATIONS TO LOOK AT – e.g. London Diocese (has regular Twitter, website, we know who’s behind it, etc.), Hope City Church (uses really well), key words you want to focus on (also use these to build any blog up in search terms, monitor to see if you grow), issues that you can talk into, …, key blogs of interest (bigbible links to lots of interest).
  • Dealing with e.g. poor news stories – may not want to draw attention to them, but have a volume of good news stories. However, do not IGNOREbad news stories, see if you can find a way to “throttle at source”. Much as this may not be a ‘marketing tool’, it does encompass reputation management… Dell example (worst reputation, Jeff Jarvis, now catches things at the start… also Vistaprint other day… see how they make good publicity, and don’t leave me with “I never want to go there again”).
  • Who will you listen to?
  • What else would you like to know from those coming to your site, engaging with your social media? Remember that your blog is still the hub of all this, and that it’s the place you can talk at most length, but you need to DRAW PEOPLE IN, so you need to hit where they want to be hit (think back to audiencing exercise).
  • There is no magic bullet for any of this, but some tools… e.g. Google Alerts
  • So – plenty to mull over there in the break time. Got a slightly more condensed session after the break… working our way through a range of tools!! So caffeine up!
  • What further information do you need to collect to ensure that you have a steady flow of good news stories/what your ‘users’ want? Don’t need to start from scratch… Can you think of paper-based materials (etc.) that you could leverage?If blogging use e.g. stories from the Church Times and extract bits/comment/apply to local context. Groups in the church who might be keen to produce a video, or happy to speak into audio?Can you get a vicar to give a summary of his sermon? How can you demo the life of the church?Remember always… how will this work with the other material that you produce? Be holistic
  • We are about to look at a HUGE range of tools – don’t be overwhelmed! Don’t need to learn them all at once.2 options:Have a defined problem to solve & look for the right tool to solve it.With a little more time – take a tool and see what you can do with it!
  • No one uses ALL of these, makes me feel like I don’t need to worry about getting them all…
  • So – something for you to look back over later. It was written (by me) – aimed at ‘learning’ but will give you a helpful overview of the different types of tools & likely purposes………….
  • Blogging: The blog (or website) still tends to be the ‘heart’ of online comms… Twitter, Facebook, etc. are feeds for this…Who has written a blog post?
  • A simple worksheet – about 8 pages…
  • So many possibilities … but think what’s manageable!!
  • What should a post look like?Provide internal headings (so users can skim-read the content). An alternative can be to highlight key words within the text.Recommended at least one graphic.500-800 words, or use the option to “read more”.Lists – not too many (e.g. 10 things for x)1 idea per post, keyword related.The headline should assume that the reader won’t read the article.Can surprise people with twists on words, but do take care not to annoy people by having nothing to do with the heading.There are no problems with being commercial if it’s a personal opinion, clarify as such.Check your spelling/grammar!Publishing Schedule1-2 times per week and stick to it.With WordPress (and probably others) can set a date to publishCreate a keyword content/strategy.What can you put in a post?Interviews (including via email, video)Guest postsTaster paragraphs from related blogs. Identify them with “quote marks”, and provide a backlink to the originating site.“Best of” lists“How do we do it” posts, including screenshotsCommentsTake comments seriouslyComment back, aiming for 10 per day. Share examples and expertise, don’t just market your product.Offer thought leadership (gain a reputation based on what others say about you, rather than advertising).Find out who people are and follow links// Subscribe to blogs and follow on TwitterThere are pros/cons to monitoring comments, but easy with WordPress
  • Bit old, but advice is still pretty valid…
  • Look at other blogs for inspiration e.g.s
  • Blogging Strategy: Blog REGULARLY, whether that be once a day, once a week, or once a month. Look for quality, not quantity. Use a range of blogging styles (check out the ’25 list’)Blog before, during and after events. Use audio-visual material in the posts. Note that this will help with SEO also. I don’t have a daily outline for this, but work on it every day for that 15 minute slot…
  • Not PUBLISHING, but looking for CONVERSATIONS/relationship building
  • Encourage sharing … each ‘Like’ equates to a message in the feed… (as well as encouraging overall ‘Likes’)
  • Use Disqus – means conversations can continue without you having to accept them all, although will still need to go back and moderate.
  • ALSO: Look at other people’s blogs and COMMENT! - careful!! ADD VALUE!!
  • I’ve never got into this in great detail – but there’s a great number of tools to help work out where people are dropping out, etc…
  • Who has?
  • Another worksheet…
  • An example of a Radio Station Twitter feed … information, chat, etc. coming out through… Tweet/Retweet, etc… keep it simple!
  • The importance of the BIO!!
  • Twitterfall – if you’re at an event … use the #hashtag …
  • … will appear on the wall. Some find this hard work (multi-tasking) – academics have had issues … but for many = rewarding … need to work on the human aspects of this rather than banning the technology!
  • Why would people bother to follow you – are you giving them solid content? Ultimate compliment last week = tweets have ‘real meat’ to them… If you’re used to Facebook (more about ‘known’ relationships) then get used to a space where you meet others with similar interests (think back to first exercise).
  • Really important to think why – and a range of options…
  • 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!
  • A really really useful tool – can be used to pre-set tweets (and also Facebook posts & some other social networks) … use to set tweets for several days ahead, but don’t think that your job is done – come back and ENGAGE!
  • Tweepi – know about the 2000 following limit? I have a habit of trying to keep my ‘following’ number below my ‘follower’ number … people don’t HAVE to follow me for me to follow them, but this gives me an idea of who no longer does & I can decide if I want to keep them or not…
  • – reads your tweets and tells you who is engaging well with you, what replies you have missed – and suggests people you might want to unfollow…
  • Crowdbooster – reads your tweets and gives you suggestions based on what is happening…
  • Then you can look back at your tweets and see how big your POTENTIAL audience was … this tweet was RT’d 17 times and reached about 14k people – the red at the top potentially about 50k?
  • Klout – somewhat discredited by many (privacy issues, algorithm issues), but I just had a look back and it offers some interesting insights into engagement…
  • Who has?
  • Another worksheet…
  • Video to watch – already a bit old 850 million – are over 1 billion now… 1.5 minutes
  • Can be a slow steady burn – we had a group, then changed to a page (explain difference in a minute) about 16 months ago … only about 3 months ago did we go past the previous number… and even then with 400 in a group, work on the basis that less than ¼ will actually read your posts… but what you want is those who DO read them to SHARE them!
  • Pages = give insights as a tool to show who’s doing what – what there is to respond to, etc…
  • Use the ‘About’ area well – as you would with a website .. Important that people know what you there for, etc…
  • The Bible – has very clear guidelines – and a large number of moderators to manage content!
  • Think about WHY people would bother to give you clicks?
  • Before you ask people to do something – encourage them to understand what they are getting from you … why should they be funding your radio station etc… do your people love working for you – are there real stories of encouragement. (It’s a different ROI).
  • Produce something that people would like to engage with – my students did something like this – and spotted at #CNMAC12 last weekend – simple idea – be photographed like this – put it on your Facebook page & be tagged!
  • 1.5 minute demonstrating the power of tagging … and people LOVE seeing pictures of themselves, or something they recognise & want to share!!
  • Ask people a question – can be hard work to get responses, so in many ways the more polemical the better….
  • Think about the daily workout … possibilities!
  • Difference between pages (public facing) & groups (more inclusive/likely more parochial) – and the 3 types of groups.
  • Just a brief mention of Google + - it’s still going, but I keep forgetting to go on it & I think others are too!
  • Who’s on it?
  • Worksheet.
  • Create video – and amplify…
  • 3:41!! Probably would have worked better at 30 seconds …
  • Interesting – viewing numbers – lots re weddings (always a good touchpoint for the church), from Alan Wilson – blogging bishop/celeb … much smaller/more typical numbers for other videos…
  • Reasonably long – but don’t need it all – over 2 million views…
  • 5 mins – don’t want to stop watching it…
  • 1:47 – what puts this kind of smile on a child’s face – and would you guess the brand before the end if you didn’t already know?
  • 1:40 – v. clever – tapping into a huge phenomenon … finding the right hooks…You’ll see we’re looking to the secular world for inspiration here … we are in the world (if not of it) – how do we speak to people…
  • Tying into current memes and taking the time to do it well (enough) – this went viral! V good quality – usually immediacy more important than quality. People listen because these are fun (not preaching) – people also like to insights into a particular way of life … Cultural understanding – does this make sense in an increasingly globalised world – probably – especially after so much focus on Britain/the Royals in the past couple of years…
  • But they don’t all have to be daft/clever – using someone who has something solid to say – and for not too long – has given several thousand views for this.
  • Audio – I have a few tools for this – but I suspect you guys will know more… Shorter is definitely better.The debate between audio (on the move) and video (bandwidth)…
  • 2 minutes (my important message online/offline) – from earlier this year in Dresden … where I was invited to come here – so hope I’m helping!
  • Online/offline = REAL – not the same, but real!
  • Software:soundcloud = social = not a huge amount of free space…
  • Audacity used by many I know in the educational sector to edit audio files…
  • Who’s heard of Pinterest… really really took off January 2012 … people spending as long as they are on Facebook for this…
  • Worksheet
  • These are my boards a couple of days ago – see how they are categorised. Like a bookmarking system = most effective if the image links back to the story underneath…. I never upload directly.. Not the purpose of it for me.
  • So with all these tools ….
  • Where’s the time going to come from? Well social media is here to stay, so something else might have to give!Use the strategies identified above. Social Media should not be an add-on, but should be embedded into your business practice.
  • Don’t necessarily try & do it all on your own – you already have a community in your radio listeners, think what you can give them that will be of value. Want to show you a couple more things, and then I think if there’s time questions – then I want to do an activity based on this this afternoon…
  • We’ve looked at some measurement tools, but I want to show a video which demonstrates that the ROI may not always be measurable in the ways you might look for…
  • 2 minutes… can’t always be measured by numbers, ££s in = long-term relationships
  • You may have other ideas of this in your country… for those who support your station this is particularly appropriate…
  • May be looking to collect more smaller amounts, and for specific purposes … these kind of sites can help!
  • Don’t forget that this is already here (and Google glasses are coming) – along with lots of other location based apps … think about how you could use those cleverly… Layering of reality!
  • Final word – remember – there is always a human being at the other end of the keyboard… think before you type…Questions?
  • TWR Event Prague

    1. 1. Social MediaDr Bex Lewis, Digital Fingerprint
    2. 2. Are you ready….?
    4. 4. •••• RadioUK••
    5. 5. Social Media Goals?
    6. 6. ACTIVITY: What kind of storieswork in a digital age?
    8. 8.
    9. 9. • The Methodist Church social media policy:• 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 (fruits of the spirit).• Be respectful: respect confidentiality. Respect the views of others even where you disagree.
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    12. 12. WHO/WHAT?
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    17. 17. • Which media?• Who?• How often?• What?Strategise!
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    20. 20. BLOGGING
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    28. 28. Don’t look to“publish” butengage in aCONVERSATION
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    32. 32. • bout-2- 2/policies/image-policy/• All images in this presentation are screenshots, from Royalty free sites, or have been paid for.• ols/accessibilitycheck/Images/Accessibility
    33. 33. TWITTER
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    38. 38. #FDE2012
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    41. 41. FACEBOOK
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    51. 51. YOUTUBE
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    60. 60. AUDIO
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    64. 64. PINTEREST
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    68. 68. Investing time?
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    70. 70. ROI
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    76. 76. CROWDFUNDINGSome country-specific
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    82. 82. @drbexl @digitalfprint @bigbible