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Social Media Effectiveness Study - Echo 2011

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Social Media Effectiveness Study - Echo 2011

  1. 1. Social Media Effectiveness What Works and What Doesn’t
  2. 2. #ECHO11
  3. 3. When we moved, a church's website has to be our rst lter to nd a church. A lot of churches had crummy websites and regardless of how great a church they may be, we passed them by. Source:
Ryan
Heinese
  4. 4. 61% Respondents that said the church website was somewhat to very important in my decision to attend the church.
  5. 5. 85% the church website was somewhat to very important in facilitating participation in the church community.
  6. 6. chu rch ur cool isit s yo ist? o on ev it reall y ex If n oes we bsi te d
  7. 7. Source:
HubSpot
  8. 8. es s St udy Eff ect iven ia l Me dia S oc
  9. 9. 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”
  10. 10. Network Yes No Facebook 97% Video Site 88% Twitter 86% Blog 58% Private Cmmty. 24% Photo Site 22% Geolocation 22%
  11. 11. Network Yes No Facebook 97% 3% Video Site 88% 12% Twitter 86% 14% Blog 58% 42% Private Cmmty. 24% 76% Photo Site 22% 78% Geolocation 22% 78%
  12. 12. Source:
HubSpot
  13. 13. Connected Aware Engagement in Community
  14. 14. What is Most Effective? AWARENESS
  15. 15. Engaging your online community
  16. 16. Engaging your online community Engaging to build traffic
  17. 17. Engaging your online community Engaging to build traffic Engaging to build community
  18. 18. Engaging your online community Engaging to build traffic Engaging to build community
  19. 19. Two completely different goals!
  20. 20. Knowing etiquette is key; be a welcome addition to people's social media world.
  21. 21. Frequently updating your content
  22. 22. Include a variety of content types
  23. 23. Content Type Place Multimedia 1st Curated Content 2nd Extraneous Info 3rd Narratives 4th Relevant Info 5th
  24. 24. What is Least Effective?
  25. 25. Less Than Helpful • Engaging a broad, public audience (i.e. “everything to everyone”)
  26. 26. Less Than Helpful • Engaging a broad, public audience (i.e. “everything to everyone”) • Monitoring online discussions about your organization
  27. 27. Less Than Helpful • Engaging a broad, public audience (i.e. “everything to everyone”) • Monitoring online discussions about your organization • Not sure?
  28. 28. [Social media] only works if you have people online or mobile phone savvy. Many of our rural church members just aren't there yet.
  29. 29. What is Most Effective? COMMUNITY
  30. 30. Connected Aware Engagement in Community
  31. 31. WHERE WHEN WOULD SHOULD
  32. 32. WHERE WHEN WOULD SHOULD Use these words.
  33. 33. WHERE WHEN WOULD SHOULD Alot. Source:
Buddy
Media
Group
  34. 34. What is Most Effective? COMMUNITY
  35. 35. < 500 Average amount of fans on fan pages included in this study
  36. 36. WAS MOST USED MOST FOR Grabbing attention of the online community.
  37. 37. WAS MOST USED MOST FOR Responding to feedback.
  38. 38. WAS MOST USED MOST FOR Targeting and researching.
  39. 39. Content Type Yes No Links 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%
  40. 40. Content Type Yes No Links 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%
  41. 41. WAS MOST EFFECTIVE AT Rewarding and encouraging the online community.
  42. 42. WAS MOST EFFECTIVE AT Growing online community itself.
  43. 43. WAS MOST EFFECTIVE AT Promoting events and activities.
  44. 44. [Facebook] has opened a channel to get feedback from our church congregation about what happens on the weekend. It's a place for them to ask questions and get answers, and for us to do the same.
  45. 45. People know what's going on within our organization. They don't have to wait for emails about things.
  46. 46. What is Most Effective? ENGAGEMENT
  47. 47. Connected Aware Engagement in Community
  48. 48. How Are You Building Engagement Into Your Strategy? • Selecting social media tools/platforms
  49. 49. How Are You Building Engagement Into Your Strategy? • Selecting social media tools/platforms • Establishing org. presence on social sites
  50. 50. How Are You Building Engagement Into Your Strategy? • Selecting social media tools/platforms • Establishing org. presence on social sites • Developing content strategy
  51. 51. NO/ NOT SURE Setting goals for social media campaigns.
  52. 52. NO/ NOT SURE Identifying/researching our audience.
  53. 53. NO/ NOT SURE Monitoring external social media activity.
  54. 54. NO/ NOT SURE Identifying/measuring social media metrics.
  55. 55. NO/ NOT SURE Tracking metrics over time.
  56. 56. NO/ NOT SURE Taking action based on metrics or alerts.
  57. 57. Is it any wonder that we get responses like this?
  58. 58. I have found it very hard to make social media effective for my church.
  59. 59. NOT TRACKED Engagement data. By
majority
  60. 60. NOT TRACKED Sentiment data. By
majority
  61. 61. NOT TRACKED Website traffic. By
majority
  62. 62. NOT TRACKED Satisfaction rates. By
majority
  63. 63. NOT TRACKED Share of voice/total mentions. By
majority
  64. 64. NOT TRACKED Actual income and total donations. By
majority
  65. 65. 1:100 Ratio of social media budget to total budget.
  66. 66. Why Social Media Don’t Work • Lack of resources • Misunderstanding of relational media • No organizational “big idea”
  67. 67. 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 PRESIDENT CHADWICK MARTIN BAILEY engage on consumers’ terms.
  68. 68. Takeaways for Social Media Effectiveness 1. De ne organizational “big idea”
  69. 69. Takeaways for Social Media Effectiveness 1. De ne organizational “big idea” 2. Identify “gunners” and allow them to build
  70. 70. Takeaways for Social Media Effectiveness 1. De ne organizational “big idea” 2. Identify “gunners” and allow them to build 3. Resource, resource, resource
  71. 71. Takeaways for Social Media Effectiveness 1. De ne organizational “big idea” 2. Identify “gunners” and allow them to build 3. Resource, resource, resource 4. Create context-speci c content
  72. 72. Takeaways for Social Media Effectiveness 1. De ne organizational “big idea” 2. Identify “gunners” and allow them to build 3. Resource, resource, resource 4. Create context-speci c content 5. ADD VALUE!

Editor's Notes

  • \n
  • Respondents who have attended less than 1 year and said the church website was how they first learned about the church.\n
  • Anybody have any ideas who this handsome fellow is?\n
  • \n
  • If chose 1 = Internet over TV\n\nArbitron Infinite Dial 2010 study - highly recommend that study if haven&amp;#x2019;t already seen it\n
  • Study\n600 Web Congregational Surveys (plus several churches w/ 100&amp;#x2019;s of congregants)\n651 Online Community Surveys\n65 church website analytics in 2009 &amp; 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
  • Constant connection: 2010 study by Oxygen Media &amp; Lightspeed Research of 1,605 young adults\n\n1/3 of women 18-34 check Facebook when they 1st wake up, before they go the bathroom. 21% check it in the middle of the night. \n\n39% of them declare they are addicted to Facebook\n\nWe think we can multi-task but research shows we are less effective in all things. \n\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 &amp;#x201C;real&amp;#x201D; 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 &amp;#x2013; Divided!\n
  • \n
  • 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
  • \n
  • 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
  • My goal is to make this a broad look at various social networks but we need to understand the vast popularity and user base of Facebook.\n\nIt has tremendous mindshare and large user base (nearly 700 million)\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 &amp;#x201C;key to creating awareness is...&amp;#x201D;\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&amp;#x2019;t want an INFO DUMP!\n
  • \n
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  • Not sure = simple didn&amp;#x2019;t know\n
  • Can anyone relate to this?\n
  • \n
  • We measured effectiveness using three main areas:\n\nAwareness\nConnectedness/Developing Community\nContinuing Engangement\n
  • Facilitating integration across social networks\n
  • \n
  • 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
  • \n
  • Churches we surveyed, majority had less than 500 fans on their fan page\n
  • \n
  • \n
  • 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
  • \n
  • \n
  • All three have the focus on the community itself, not the organization(!!!)\n
  • \n
  • People know what&apos;s going on within our organization. They don&apos;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 &amp;#x201C;no/not sure&amp;#x201D; to .... Basically a big ?????\n
  • \n
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  • Is it any wonder that we get responses like this?\n\nThere&amp;#x2019;s a sense that we know how to get on the highway, but we don&amp;#x2019;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&amp;#x2019;s a sense that we know how to get on the highway, but we don&amp;#x2019;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 &amp;#x201C;quick fix&amp;#x201D;\n\nNo organizational big idea = +1 Most respondents said their biggest challenge was developing an organizational strategy\n
  • REPLACE company with &amp;#x201C;church&amp;#x201D; or &amp;#x201C;ministry&amp;#x201D; and the end results will be identical.\n
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