Hudson Taylor
- Justin’s favorite missionary because of the way he chose to evangelize
- Was a missionary to China
- Adopted the style of dress of China
- Said that he was there to learn from them as well
Internet now leads television as the ‘most essential’ medium, meaning most people would give up television before they gave up internet. (Infinite dial) We, like Hudson Taylor, need to adopt the language of the culture. Study at Monk:
- 61% said a churches website was important in their decision to attend
- 85% said church website was important for them to participate in the church activities/community
2010 study by Oxygen media
- 1/3 women checked Facebook when they wake up before they use the bathroom
- 21% check in the middle of the night
- Same behaviors of addiction
- Statics from study show a huge trend for social media in 18-27 age bracket
Facebook just surpassed 750 million and has become the #1 place for sign in with a 35% market share over Google at 31%.
What is most effective in creating Awareness? Engaging your online community.
Two ways with two completely different goals: Engagement to build traffic & Engaging to build community.
- Key is “knowing the etiquette”, to be a “welcome addition” to people’s social media world
- Frequently updating your content
- Include a variety of content types
Most effective types of content: Multimedia (animated gif – making a comeback), Curated Content, Extraneous Info (stuff that doesn’t have to do with your organization but focuses on the people and the community)
Least effective types of content: Engaging a broad audience (i.e. “everything to everyone”), Monitoring online discussion about your organization
What is most effective in creating Community? Use these words a lot: Where , When, Would, Should
What is most effect in creating Facebook Community? Study showed the following:
- Facebook is used most for: grabbing peoples attention, responding to feedback and targeting and researching.
- Organizations used social media mostly for: posting links, event invites and pictures but not for blogs, external stories, and history because these are one way and not conversational. “Stop talking about yourself!”
- Facebook was most effective when used in: rewarding and encouraging the online community, growing the online community itself, and promoting events and activities.
What is most effective in Engagement? How are you building engagement into your strategy? Main answers were:
- Selecting social media tools/platforms
- Establishing org. presence on social sites
- Developing content strategy
“No/Not Sure” was the most common answer concerning the following:
- Setting goals for social media campaigns
- Identifying and researching their audience
- Monitoring external social media activity
- Identifying/measuring social media metrics
- Tracking metrics over time
- Taking action based on metrics or alerts
The following were typically not tracked: Engagement data, Sentiment data, Website traffic, Satisfaction rates, Total mentions, Actual income and total donations. (Note: Online donation are typically 140% higher than offline donations)
Ratio of social media budget to total budget is 1:100
Takeaways:
- Define your organizational “big idea” – not just “the gospel” – your unique mission
- Identify the “gunners” and allow them to build – gunners being the people that do know and care about social media
- Resource, resource, resource – staff, financial, thought buy-in
- Create context specific content
- ADD value
Q&A
Q. Best social media metrics?
A. Google analytics – social metrics, I use and recommend Sprout social
Q. How often should you post status, and what time is best?
A. Depends on your community. Don’t just spam broadcasts across all social mediums, but craft specific and custom messages appropriate for each medium.
