Religion Communicators DC 2012 Workshop
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What does it take to execute an effective social media campaign? How does it dovetail with traditional media strategies, and what tools are specifically helpful to the faith community? Meg Biallas from the nonprofit Shepherding the Next Generation will outline characteristics of a social media campaign using examples from the Blue Sunday campaign, which mobilized churches to recognize a national day of prayer for abused and neglected children.
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Religion Communicators DC 2012 Workshop
- 1. Religion Communicators Council – DC Chapter November 14, 2012 #RCCsocmed
- 2. WELCOME! I’M MEG. Communications Associate @ Shepherding the Next Generation. Nonprofit Social Media Consultant. Brand Ambassador.
- 3. TRY THIS: Write your organization’s mission in 140 characters or less.
- 5. DEFINE: SOCIAL MEDIA CAMPAIGN -> Drives audience to a defined action -> Leverages social media channels -> Engages users in a two-way conversation
- 6. SOCIAL MEDIA WILL NOT SAVE YOUR ORGANIZATION (OR YOUR SOUL).
- 7. CASE STUDY: BLUE SUNDAY 2012
- 8. IDENTIFY GOAL. Use S.M.A.R.T. method. Goal: Raise awareness of child abuse prevention efforts. -> Get churches to sign up to participate in Blue Sunday. -> Pass benchmark of 100 Facebook fans. -> Host audio news conference for religion reporters -> Place op-ed on Crosswalk.com. -> Earned media coverage in Christian outlets http://www.bethkanter.org/25-smart/
- 9. ASSESS YOUR CURRENT ABILITIES. Borrowed from Beth’s Blog and Barnraisers LLC http://ow.ly/eKsrU
- 10. LISTEN.
- 11. CREATE A LISTENING DASHBOARD. Blogs Twitter Facebook Comments Google Alerts Online news sites
- 12. LEARN FROM ALLIES. Learn from your allies --- those who will help spread your message. These are your key influencers.
- 13. LEARN FROM ROLE MODELS.
- 14. ENGAGE. Don’t be afraid of the two-way conversation. Ask allies to share online. Tweet religion reporters. Create a Media Corner. Say thanks. Ask a question.
- 15. CALL TO ACTION. http://www.shepherdingthenextgeneration.org/blog/social-media-a-catalyst-for-change
- 16. EXECUTE. CREATE DESIRABLE, SHAREABLE CONTENT. • Calendar of content. • Photos each day. • Tweets each day. • Weekly blog posts. • Promo video. • Facebook banners.
- 17. MEASURE. “But I went into communications so I DIDN’T have to do math!”
- 18. MEASURE. • Start small • After-Action Reviews • Blue Sunday’s top content: 20% of traffic during campaign went to landing page • Should guide future campaigns http://www.bethkanter.org/aar/
- 19. ANALYZE. GOAL: To raise awareness of child abuse prevention efforts. -> Churches signed up for Blue Sunday: 500. -> Surpass 100 Facebook fans: 120. -> Place op-ed on Crosswalk.com: Yes. -> Earned media coverage: Christian Post, Christianity Today, Moody Radio.
- 20. RECAP: WHAT MAKES A GOOD CAMPAIGN?
- 21. RESOURCES: THE LEARNING NEVER STOPS.
- 22. THANKS! @megbiallas megbiallas@gmail.com www.meggoestowashington.wordpress.com www.slideshare.net/megbiallas
Editor's Notes
- Welcome!The hashtag for today’s workshop is #RCCsocmed
- Defined action: signatures, pass legislationChannels: It’s in the medium (i.e. Facebook, Twitter)Two-way conversation is called “engagement”
- Let me repeat: social media is not a silver bullet.
- Janet Magee and Blue Sunday – how they connected with SNGGoal to raise awareness, raise profile and create national campaign
- SpecificMeasurableAttainableRealisticTimely
- How advanced is your organization? Don’t bite off more than you can chew. Borrowed from Beth’s Blog and Barnraisers LLC http://ow.ly/eKsrU
- BlogsTwitterFacebookCommentsGoogle AlertsOnline news sites
- Our allies (sharing similar content): Blue Sunday, NACAP, ChildHelp, Christian Alliance For Orphans, Focus on the Family)
- Start smallAfter-Action ReviewsBlue Sunday’s top content: 20% of traffic during campaign went to landing pageShould guide future campaigns
- Based on your notes, what do you think makes for a good social media campaign?
- @megbiallasmegbiallas@gmail.comwww.meggoestowashington.wordpress.comwww.slideshare.net/megbiallas