1) The document discusses how new technologies are transforming communication and how information is shared, with less distinction between producers and consumers of information. It emphasizes that communication is now seen as dialogue and relationship building. 2) It describes the organization of the social media team for World Youth Day 2011 in Madrid, which had 65 people from 21 languages coordinating across official profiles. 3) It explains the process used to build engagement on social media, moving from connection to conversation to knowledge to influence. Metrics show growth across these levels of commitment over time.

1. The New
Communications in
the Church

2. Video Grassroots

3. BXVI message
The new technologies are not only changing the
way we communicate, but communication itself,
so much so that it could be said that we are living through a
period of vast cultural transformation. This means of
spreading information and knowledge is giving birth to a new
way of learning and thinking, with unprecedented
opportunities for establishing relationships and building
fellowship.

4. BXVI message
In the digital world, transmitting information increasingly
means making it known within a social network where
knowledge is shared in the context of personal exchanges.
The clear distinction between the producer and consumer of
information is relativized and communication appears not
only as an exchange of data, but also as a form of sharing.
This dynamic has contributed to a new appreciation of
communication itself, which is seen first of all as dialogue,
exchange, solidarity and the creation of positive
relations.

5. BXVI message
• The task of witnessing to the Gospel in the digital era calls
for everyone to be particularly attentive to the aspects of
that message which can challenge some of the ways of
thinking typical of the web.
- The truth does not derive its worth from its
“popularity”.
- We must make it known in its integrity.
- The Gospel demands to be incarnated in the real
world and linked to the real faces
- Direct human relations always remain fundamental for
the transmission of the faith!

7. BXVI message
• I invite young people above all to make good use of their
presence in the digital world. I repeat my invitation to
them for the next World Youth Day in Madrid, where the
new technologies are contributing greatly to the
preparations.

8. Network thinking
Communications
Organization

9. Universal vision
Decentralized coverage
Centered on people

11. The Church: connected community

12. Obstacles
Uncertainty. Doubts about the level of participation at the event and the identity of the
participants.
The incorporation of social networks is sometimes found with some suspicion caused by
the ‘unnecessary risk’ that means using them.
The limited duration, it must also be taken into account when building a community
that by definition, requires time for training and consolidation.
The complexity related to its organizational structure that can be accentuated if it is an
international event in which converge different cultures and languages. This could result in a
lack of connection between participants and diversity.
The network structure collides with strongly hierarchical structures or the ones
that are less open to the public.
Another difficulty which may clash with the integration of network structures in complex
organizations is the strong fragmentation.

13. ELEMMENTS OF THE COMMUNITY

14. Identity

15. Mundial Solidaridad Cristo Respuestas
Alegría Compartir
Experiencias Soñar Comunicar
Historia Juventud

16. Objetives vs Projects
Proyects
Objetives
• Looking to the future
• Feasible, specific, measurable, time
limited

17. We are more!

18. Diocesan Celebrations on
1985
Palm Sunday
Buenos Aires, Argentina 1987 1.000.000
Santiago de
1989 500.000
Compostela, España
Cz!stochowa, Polonia 1991 1.600.000
Denver, Estados Unidos 1993 500.000
Manila, Filipinas 1995 5.000.000
París, Francia 1997 1.200.000
Roma, Italia 2000 3.000.000
Toronto, Canadá 2002 800.000
Colonia, Alemania 2005 2.530.000
Sídney, Australia 2008 500.000
Madrid, España 2011 2.000.000
Fuente: wikipedia
Roma

20. Objectives
Registrations
Volunteers
Facilitate organizational success
Partnership
Optimize the experience of the participants
Seize a historic opportunity to show the Church

21. Messages
1. A party to which the Pope invites
more than a million young people
around the world and is held in
Madrid from 16 to 21 August 2011.
a) Young people from 173 countries. Capital of the
young world.
b) A meeting open to all, free, without distinction
of race, religion or social status (solidarity fund
which will facilitate travel to more than 3000
children).
c) Concerts, plays, musicals, recitals, exhibitions.
d) Consider the meaning of life, a meeting place
with God. A solid foundation in front of the
disorientation, the uprooting. The community of
people who share the faith and the meaning of
life.

22. Messages
2. A proposal for young people to build together / participate in building
society for the future.
a) Convinced that a better world is possible.
b) Investing in youth is investing in the future.
c) Young people want to be protagonists of their future.
d) A 2.0 proposal. Generating Hope: Solidarity, dialogue, truth, austerity, collaboration, real
freedom, courage, ecological. Centered on the dignity of the people, peace, transparency,
simplicity.

23. Messages
3. A meeting of Faith that has the backing of Spanish society.
a) WYD is self-financing with the contribution of young people and with different sponsors.
b) Participation of society: thousands of people of all ages, sensibilities contribute their time,
money ... (Volunteers 80%, a breeze), companies of all sizes.
c) Governments provide essential collaboration in providing essential services for such major
events.
d) People all over the world come to Spain voluntarily to cooperate with the organization.
e) All sensitivities of the church are helping with all their strength.
f) 85 million economic boost for Spain and a dose even more important moral boost / mood.
g) An historic opportunity. Spain was eager to be in one like this: Put Spain on the map. A
showcase for the Spanish situation the whole world. Our Olympics.

24. Technology & People

25. The structure

27. Coordination and Social
Networks Team
65
people,
21
languages,
coordinated,
translated
and
broadcasted
through
the
official
profiles,
all
the
details
of
WYD
Madrid11.
o Volunteers
(+90%).
o InternaGonal
profile
(30
countries).
o SD
weekly
meeGng.
o Weekly
meeGng
staff.
o Strategic
plan
and
agenda.
o Mailing
List.
o M2k11:
Internal
social
network
(No).

28. The People: Key of the WYD
o People who talk to people
o Real communities.
o internal Communication
o Volunteers key networks in WYD

29. Tools
o Online coverage of all events.
o 2.0 zone for the main events.
o Trending topic internationally.
o Mobile application.
o Own social network.
o Social aggregator.

30. The process:
Commitment pyramid
Connection
Conversation
Knowledge
Influence

31. Exponential growth

32. Connection
Conversation
Knowledge
Influence
• Create identity and seek members for the Community.
• Definition of a communication plan for social networks,
which detailed a SWOT analysis to account for the initial
positioning, objectives, channels, messages and work
methodology.
• Definition of the team.

33. Connection
Conversation
Knowledge
Influence
• We start talking
• One way to start the conversation is by the localization of
allies.
• At this stage the work of maintaining the network and the
conversations are fundamental.
• In this line, members of the community of WYD were
offered numerous activities to participate and express
their creativity.

34. Participation level

35. Connection
Conversation
Knowledge
Influence
• At this stage the community is structured and is posible to
get a deeper knowledge of each of the members.
• Community members actively participate in decisions of
the organization, choosing the elements that made up the
pack that was given to attendees, the music that would
sound in the events and the names of some initiatives, the
type of activities they would like to do on social networks,
etc…

37. Connection
Conversation
Knowledge
Influence
• The objective at this stage should be to get users to be
willing to promote the event or institution.
• The community at this stage reaches a high level of
commitment, members organize their own activities.
• Social networks are an ideal channel for joint mobilization
online and offline actions.

38. 2.0 Bus

41. Commitment evolution
600000
500000
400000
300000
200000
100000
0
Dic 2009
Jun 2010
Dic 2010
Jun 2011
Dic 2011
Conexión
Conversación
Conocimiento
Influencia

42. Content
o Information regarding progress
o Key information.
o What did people to come.
o Why people would come.
o Previous testimony.
o What do you have to do to participate.
o Madrid11 Live
o Madrid11 News
o Fresh
Content
for
Social
Networks
(348)
o Interviews
o Contests
o Local tone in the message

43. Hacerlos protagonistas

44. Mobilization
o Carrying the message of WYD, taking to the
streets and the heart of universities and
colleges.
o Conveying a positive, clear and relevant
message.
o Promoting WYD through the participation of
thousands of university students in solidarity
activities.
o Developing the encounter in social networks.
o In a direct way, over 5,000 students from
throughout Spain participated in some WYD
promotional activity.

45. Casting

50. Results

51. CONCLUSIONS

52. PROVIDING INTERESTING AND RELEVANT-TO-
INDIVIDUALS CONTENT

53. THE MESSAGE IS NOT YOU, IS THE
CONVERSATION, HUB

54. RELINQUISHING CONTROL

55. SOLIDARITY: THE LOGIC OF FREE GIFT

56. TRUST: TEAMWORK
(PLURALITY AND COMMUNION)

57. DECENTRALIZATION

58. HAVE A PLAN

59. INTERNAL COMMUNICATIONS

60. INVEST IN PEOPLE

61. LISTEN

62. THE IMPORTANCE OF DIRECT COMMUNICATION

64. ¡Thank you!