How social media can be beneficial to your ministry


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How social media can be beneficial to your ministry

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How social media can be beneficial to your ministry

  1. 1. How can Social Media be beneficial to ministry? Practical applications By John Roland, MDiv Fundraising Executive Twitter: @jaroland74 or Email: John Roland, @jaroland74
  2. 2. Social Media Defined • Social Media, defined: Activities that involve socializing and networking online through words, pictures and video • Invented:for fun & to meet people (Facebook) • Uses: relationship building, interaction and community, networking • Conversations: Listen, Learn & Share John Roland, @jaroland74
  3. 3. Social Media Benefits . . . • Social Media Provides four main benefits: • communication • collaboration • community • collective intelligence opportunities John Roland, @jaroland74
  4. 4. John Roland, @jaroland74
  5. 5. • Social Media (SM) and the Donut Factor---We can define social media in terms of donuts, but think of SM more like an appetizer or dessert in your marketing mix. It’s certainly NOT the main entrée and won’t fill you up … yet. John Roland, @jaroland74
  6. 6. “We don’t need social media.” • You may be ignoring social media, but it’s not ignoring you. • Ignore Social Media at Your Own Risk. • Members, students, and the entire community are active in social media. • They engage in peer discussion. • If you don’t engage with them, the conversation continues. • But, it goes on without you. John Roland, @jaroland74
  7. 7. Is Social Media just a fad?? • While U.S. unemployment hovers around 8%, job postings requiring social media skills rose 87% from 2011 to 2012, topping 13,000 in one month alone earlier this year. • Among Fortune 500 companies, 73% now have company Twitter accounts and 66% have Facebook Pages (FB). • Corporate America is racing to apply social tools to everything from building customer relationships to connecting teams of employees around the world. • Analysts estimate that $1.3 trillion in value stands to be unlocked by new social technologies. • Fortune magazine John Roland, @jaroland74
  8. 8. Who are your followers?? • To truly take advantage of the benefits, we need to know who is in our network or “tribe.” • Seth Godin defines a tribe as “a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.” John Roland, @jaroland74
  9. 9. Tribes—we need you to lead us John Roland, @jaroland74
  10. 10. Who are your followers?? • NASCAR driver tweeted a picture of a crash at the Dayton 500 race while inside his car and added 100,000 new followers in under 2 hours. John Roland, @jaroland74
  11. 11. Who are your followers?? • Understanding who your followers are is at the heart of developing a great social media strategy and campaigns. • Create a number of personas that fit your target audience. • Personas will help us identify the different needs of key market segments and the places where they are online, helping us understand their goals, wants, needs and frustrations. • We can start by sending out a questionnaire using survey monkey to survey current followers of your Social Media Channels John Roland, @jaroland74
  12. 12. Social Vs. Sociality John Roland, @jaroland74
  13. 13. Social vs. Sociality • What people are looking for is not participating in a democracy where they are asked to vote once in a while, but be part of an environment where they can have an active role as leaders or as followers, dynamically sharing goals and emotions with others. • As an alternative to an overly rationalized society, people are tempted to choose the empathic atmosphere of tribes. • John Roland, @jaroland74
  14. 14. What do you want to POST? •P: People (Who do you want to reach?) •O: Objective (What do you want them to do?) •S: Strategy (How to do it?) •T: Technology (Implementing Technology) John Roland, @jaroland74
  15. 15. What do you want to post? • Upcoming class information, interesting articles, photos and videos of the activities of your ministry. • Don’t post just to post. In other words, have something to say or don’t say anything. • Post on your top channels at least once a day. • If you’re stumped, think about what you would talk about with a friend. • Don’t constantly “Sell” your program; it turns people off. John Roland, @jaroland74
  16. 16. Pick 5 Social Media channels and stick with them John Roland, @jaroland74
  17. 17. • Quick way to connect in 140 characters, receive feedback, market church or university, etc. • Twitter, with its brevity and informality, makes it possible for the Pastor or CEO or VPs to engage with hundreds of employees, interns, and students, in a way that would be inconceivable on email or in person. • Some of the most powerful advocates any organization has are its very own employees. • It empowers internal employees to become external and become brand ambassadors and brand evangelists as they are doing ministry. • Better teamwork and access to a steady flow of company news are essential ingredients for cooking up an educated and passionate workforce. John Roland, @jaroland74
  18. 18. • Allows members and volunteers to tell the minister or university’s story, through their own pictures. • As the saying goes, “a picture is worth a 1000 words.” John Roland, @jaroland74
  19. 19. • Announce upcoming events • Link to your church or pastor’s blog • Post photos • Create a Facebook List centered on a relevant topic that includes key value-adding people and Pages. • Use the networks of the people and pages included to fuel initial growth of the list. • Get your students to “like” your page by offering incentives • Connect small groups John Roland, @jaroland74
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  21. 21. • People watch video, and if we are not using this medium to share at least part of our message, we are not effectively reaching most prospects, current students or alums. • By using video it allows every organization to share their unique message; tell their story; and paint the picture of their mission through video for their consumers in a way that can connect with them at a more personal and interactive level. • Videos can be made FREE from one’s iPhone. John Roland, @jaroland74
  22. 22. • Create a living resume with active recommendations, connections, and links. • Allows one to jump in on the discussions and share best practices from your ministry. • By providing the Linkedin profile URL for each employee, it is a subtle way of sharing (i.e. bragging) about their background, education, recommendations, and credibility. John Roland, @jaroland74
  23. 23. Listen to the voices . . . • What is being said about your organization in Social Media? • Set up Google Alerts that notifies you when someone mentions your ministry on the internet. • Set up a listening station. Great example on how to do it: • Respond to (don’t delete) any negative comments. • Social Mention* searches across multiple channels for mentions of our college in real time John Roland, @jaroland74
  24. 24. Brand yourself & your ministry • What do you want to be known for as a person & as a ministry? Provide relevant content, articles, opinions, and information in that direction. • Thanks to social media, recruiting is no longer a top-down, closed-door process. The employer-candidate relationship is becoming highly transparent and conversational. • By having a well-defined online presence—whether it’s through a ministry blog or Twitter profile—employers can shout out to the world exactly what kind of people they’re looking for. This can dramatically cut costs and time involved in the recruitment process. • Candidates can now go online and scour a potential employer’s Facebook page or website, even read through the Twitter profiles, blog posts or comments of current and ex-employees, then decide whether to still pursue the job. John Roland, @jaroland74
  25. 25. SM used to connect Alums with Seminary • Helping Alumni Find Jobs • Collaboration and Connecting with Students, new alums & old alums to assist with transitions • Fundraising: From E-mails to Tweets • Providing Tools To Spread Information about seminary • Engaging alumni by allowing them to produce their own content for seminary publications • Use Google Maps for alums to post their current location & career • Create alum referral program for prospective students John Roland, @jaroland74
  26. 26. SM used to connect Alums with Seminary • Gathering and Sharing Information about seminary • Showcasing Student and Faculty Work & expertise • A place for the university community to engage and participate in the event as it’s happening • Easier & quicker to spread news during an emergency • Providing a place for the seminary community to organically connect and gather • Way to promote university without having to use major media John Roland, @jaroland74
  27. 27. It is all about REACHING people. John Roland, @jaroland74
  28. 28. John Roland, @jaroland74