Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Effectiveness Study - Echo 2011

2,151 views

Published on

The presentation I gave at Echo 2011.

Published in: Technology, News & Politics
  • Be the first to comment

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 churchs website hasto be our rst lter to nd a church. A lot of churches had crummy websites andregardless 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 exIf n oes we bsi te d
  7. 7. Source:
HubSpot
  8. 8. es s St udy Eff ect iven ia l Me diaS 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 NoFacebook 97%Video Site 88%Twitter 86%Blog 58%Private Cmmty. 24%Photo Site 22%Geolocation 22%
  11. 11. Network Yes NoFacebook 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. ConnectedAware 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 trafficEngaging to build community
  18. 18. Engaging your online community Engaging to build trafficEngaging to build community
  19. 19. Two completely different goals!
  20. 20. Knowing etiquette is key; be a welcomeaddition to peoples social media world.
  21. 21. Frequently updating your content
  22. 22. Include a variety of content types
  23. 23. Content Type PlaceMultimedia 1stCurated Content 2ndExtraneous Info 3rdNarratives 4thRelevant 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 peopleonline or mobile phone savvy. Many of ourrural church members just arent there yet.
  29. 29. What is Most Effective?COMMUNITY
  30. 30. ConnectedAware Engagement in Community
  31. 31. WHERE WHENWOULDSHOULD
  32. 32. WHERE WHEN WOULD SHOULDUse these words.
  33. 33. WHERE WHEN WOULD SHOULD Alot.Source:
Buddy
Media
Group
  34. 34. What is Most Effective?COMMUNITY
  35. 35. < 500Average amount of fans on fan pages included in this study
  36. 36. WAS MOSTUSED MOST FORGrabbing attention of the online community.
  37. 37. WAS MOSTUSED MOST FOR Responding to feedback.
  38. 38. WAS MOSTUSED MOST FOR Targeting and researching.
  39. 39. Content Type Yes NoLinks 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 NoLinks 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 ATRewarding and encouraging the online community.
  42. 42. WAS MOST EFFECTIVE ATGrowing online community itself.
  43. 43. WAS MOST EFFECTIVE ATPromoting events and activities.
  44. 44. [Facebook] has opened a channel to get feedback from our church congregation about what happens onthe weekend. Its a place for them to ask questions and get answers, and for us to do the same.
  45. 45. People know whats going on within ourorganization. They dont have to wait for emails about things.
  46. 46. What is Most Effective?ENGAGEMENT
  47. 47. ConnectedAware Engagement in Community
  48. 48. How Are You BuildingEngagement Into Your Strategy?• Selecting social media tools/platforms
  49. 49. How Are You BuildingEngagement Into Your Strategy?• Selecting social media tools/platforms• Establishing org. presence on social sites
  50. 50. How Are You BuildingEngagement Into Your Strategy?• Selecting social media tools/platforms• Establishing org. presence on social sites• Developing content strategy
  51. 51. NO/NOT SURESetting goals for social media campaigns.
  52. 52. NO/NOT SUREIdentifying/researching our audience.
  53. 53. NO/NOT SUREMonitoring external social media activity.
  54. 54. NO/NOT SUREIdentifying/measuring social media metrics.
  55. 55. NO/NOT SURE Tracking metrics over time.
  56. 56. NO/NOT SURETaking 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. 1:100Ratio 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 PRESIDENTCHADWICK MARTIN BAILEY engage on consumers’ terms.
  68. 68. Takeaways for Social Media Effectiveness1. De ne organizational “big idea”
  69. 69. Takeaways for Social Media Effectiveness1. De ne organizational “big idea”2. Identify “gunners” and allow them to build
  70. 70. Takeaways for Social Media Effectiveness1. De ne organizational “big idea”2. Identify “gunners” and allow them to build3. Resource, resource, resource
  71. 71. Takeaways for Social Media Effectiveness1. De ne organizational “big idea”2. Identify “gunners” and allow them to build3. Resource, resource, resource4. Create context-speci c content
  72. 72. Takeaways for Social Media Effectiveness1. De ne organizational “big idea”2. Identify “gunners” and allow them to build3. Resource, resource, resource4. Create context-speci c content5. ADD VALUE!

×