Norwich October 2013

transcript

Social Media StrategyDr Bex Lewis, Digital FingerprintURL: http://www.slideshare.net/drbexl/norwich-october-2013

October 2013 for: http://www.dioceseofnorwich.org

This work is licensed under a Creative Commons Attribution 3.0 Unported License.

https://twitter.com/drbexl

Published by Lion HudsonFebruary 2014

Let’s “tweet” each other…

SOCIAL media

"If you want to build a presence in the social media platform, then you need to be

present." - @unmarketing

What is strategy?

http://www.wordnik.com/words/strategy

A plan of action resulting from strategy or intended to accomplish a specific goal.

Social Media: More than the cherry on the cake!

Image Credit: Purchased Stockfresh

The Big Questions

•Why•Who•What •Where•When

•To achieve what?

•How do the digital tools help achieve this?

The Church Front Door?• For many churchgoing is no longer the

‘cultural norm’. People don’t actively ignore the church: they don’t even think about it. Matthew 5:13-16 calls us to be salt and light in the world, and for thousands in the ‘digital age’, that world includes social networks such Twitter, Facebook, YouTube and Pinterest. With literally billions in the digital spaces, the online social spaces presented by churches need to be appealing, welcoming, and not look like they are just an afterthought: they are now effectively the ‘front door’ to your church for digital users, and you ignore those spaces at your peril.

http://www.churchgrowthrd.org.uk/blog/churchgrowth/growing_churches_in_the_digital_age

Image Credit: Sxc.hu

• We are not selling something to the world that will make more people like us, believe in our story, join our churches. We are trying to be something in the world that invites connection and compassion, encourages comfort and healing for those in need, and challenges those in power to use that power in the service of justice and love

• (Drescher, 127)

Who is your audience?

DISCUSS: Your audience

• Turn to person next to you.

• Who are you interested in reaching/listening to?

• What ‘problems’ are you seeking to solve for them?

Personas

http://justinwise.net/wp-content/uploads/2013/10/carol-blog-9-555x822.jpg

Push/Pull Media…

Image Credit: Stockfresh

Who are you?

• What are your values?• What do you stand for?• What is your ‘tone of voice’?• What can you contribute to the

conversation?• Locally?• Nationally? • Globally?

•What do you have in place now, and what tools are you already using?

A Clear Plan

• Avoids• Wasted Time• Wasted Effort• Backlash from those

who don’t see social media as ‘working’

• Social Media fatigue• Missed

OpportunitiesImage Credit: Purchased Stockfresh

“Call to Action”

• Those were the more creative ones. But the majority read like this:• Do mail your acceptance to me today.• So act right now. The postage is paid and you’ve got

nothing to lose but a great garden to gain!• SEND NO MONEY NOW! But please mail your card today!• So if you’re looking for knowledge, a rewarding

adventure, and the advantage a future perspective can offer, mail the enclosed card today!

• http://blog.crazyegg.com/2013/07/24/call-to-action-examples/

“Call to Action”

• Don’t make it too complicated to participate• Define an (easy) action• Define the (simple)

benefit(s)• Give a (short) time frame

Shareability

• Knowing• Your Audience• Your Values

• What motivates you to share? • Funny?• Poignant?• For a particular

person?http://bzevents.com/blog/wp-content/uploads/2012/09/Instagram-wedding-hashtag.jpg

Sermon Soundbites

Networks of Networks

Source: Netcasters

Humour

http://anglicanmemes.com/2013/10/17/the-best-of-awkwardanglican-sorry-im-c-of-e/

Vulnerability

http://bigbible.org.uk/2013/08/digital-lunacy-and-new-acceptance-frdavidcloake/

The Visual…

https://www.facebook.com/bigbible

The Power of Pinterest

http://www.pinterest.com/TCWomancom/

Will people join #ChristmasStarts?

RT: The Power of the Retweet

Image Credit: Twitter.com

You may also commonly see….

•MT•HT

COPYRIGHTReally important to be aware of…!!

Image Sources, e.g. • FREE• Flickr Creative Commons:

http://www.flickr.com/creativecommons• http://www.sxc.hu• http://rgbstock.com• http://www.freebibleimages.org • Morguefile.com • PAID• http://seedresources.com (Christian)• http://stockfresh.com/ • http://iStockPhoto.com

http://scottfisk.com/wp-content/uploads/2009/06/creative-commons-license-types-pros-cons1.gif

Don’t look to “publish” but engage in a CONVERSATION

http://www.sxc.hu/photo/1382970

What’s in the toolbox?

Image Credit: Purchased iStockphoto

http://www.slideshare.net/drbexl/an-overview-of-social-media-january-2013

Facebook: Profile

Choose Who to Share With

BigBible: Page

https://www.facebook.com/bigbible

https://www.facebook.com/DigitalBible/info

Facebook Insights

BigRead: Group

Pastoral Care: Facebook

Community: Facebook

http://bigbible.org.uk/2012/10/a-good-news-story-murielsowden/

•Use the 160 character bio well… •Who•When•What

Manage Expectations

Hashtags Explained

Join Pre-Existing Conversations

Tweeting in Church?

• Good Thing?• Bad Thing?• Why might/might

not people tweet in church?

• What might encourage more ‘engagement’?

Train Tweets

The Story of @BibleSummary

Local Papers…

http://www.thenorthernecho.co.uk/news/8329492.Tweeting_the_Bible/

National Press

http://www.telegraph.co.uk/technology/twitter/7943194/Christian-to-tell-every-chapter-of-Bible-on-Twitter.html

International

http://www.biblesummary.info/press/

Blogosphere!

http://mashable.com/2010/08/14/bible-on-twitter/

Blogging? Think About

• Who are you blogging for?• How often can you blog?• What style of blog will you use?• What content can you produce?• What do you want Google to find?• Who else can you bring on board?

Ideas for Content?

• “See what we’ve been up to”• Thoughts & Reflections• Reviews (Books, films, websites, etc)• Challenging ideas for debate• Interviews (Text, Audio, Video)• ‘Best Of’ Content• ‘How-to’ Posts• 10 things you can… • Guest Posts

Image credit: RGBStock

http://youtu.be/8j-Iy8fP0Ek

Need a Tool? https://wordpress.com

Simple ideas for Video: • Set up a channel, e.g. http://www.youtube.com/

mybigbible• Think of the STORIES you have to tell, and how

you might tell them – no need for BBC production values • Events: Before/After• Sermons: Quick Overviews/Responses• People & Their Lives• What can you “How To”?

• Engage with other’s videos:• Comment (no flaming)• Blog about them• Add to favourites/playlist

YouTube: “How To Pray”

http://www.youtube.com/results?search_query=how+to+pray&oq=how+to+pray&gs_l=youtube.3...446.1821.0.1890.11.7.0.0.0.0.0.0..0.0...0.0...1ac.1.11.youtube.

http://www.youtube.com/watch?v=2lXh2n0aPyw

http://www.youtube.com/watch?v=jzIBZQkj6SY

Audio or Video?

https://audioboo.fm/users/51414/boos

Problem Solving

When? It takes TIME…

Source: http://www.rgbstock.com/download/lusi/mgyp0Lm.jpg

http://www.google.com/alerts

Discuss: Keywords

http://www.slideshare.net/drbexl/daily-twitter-workout

Hootsuite (Manage Multiple Accounts)

Hootsuite: Pre-Set Tweets

http://bufferapp.com

Google Docs

Sustainability

http://thenextweb.com/insider/2013/07/01/reorganizing-the-social-media-landscape-with-the-updated-conversation-prism/

What is required?

• Back to: WHAT DO YOU WANT TO ACHIEVE?• What feels ‘acceptable’ as a starting point?

• Platform?• Frequency?• Personal/Organisational?• Shared?

• What will your “KPIs” look like? Can such things be defined in numbers?

• Sustained is better than ‘energy burst’ followed by ‘dead space’…

Don’t forget…

Agree a (flexible) Social Media Policy

Image credit: SXC.Hu

http://www.methodist.org.uk/ministers-and-office-holders/technology-and-church/social-media-guidelines

• The principles applied to this are:• Be credible. Be accurate, fair, thorough and transparent.• Be consistent. Encourage constructive criticism and deliberation.• Be cordial, honest and professional at all times. Be responsive.

When you gain insight, share it where appropriate.• Be integrated. Wherever possible, align online participation with

other communications.• Be a good representative of the Methodist Church. Remember

that you are an ambassador for Christ, the Church and your part of it. Disclose your position asa member or officer of the Church, making it clear when speaking personally. Let Galatians 5:22-26 guide your behaviour.

• Be respectful: respect confidentiality. Respect the views of others even where you disagree.

http://twitterforchurches.com/blog/2009/06/29/crisis-communications-for-the-social-media-age/

Don’t overthink. Running through committees, endless drafts and approval processes to get a response out there can cause far more damage than good. As long as you have taken the time to assess the situation and can take a rational, respectful tone in your response, even an awkward response is OK to start with, and buys you time to continue to respond to the problem.

Principles of Good Engagement•Be interesting•Be encouraging•Be active•Be helpful•Be authentic

“AMPLIFY” aka Share!

Youth Leaders: A Few Thoughts!• Look for the opportunities for

discussion and connection• Build into policies about e.g. dealing

with pastoral issues.• Establish accountability procedures,

e.g. another youth leader in Private Message conversations

• Ensure your groups understand you can’t give counselling and may have to pass on the information they share if at harm

• Define curfews and acceptability of what can be shared – publically or privately

Advice from Paul Windo, Urban Saints

Youth Leaders: A Few Thoughts!• Permissions/Consent

• Seek permissions from parents for contacting young people via email, mobile or other platform.

• Establish consent for the use of photographs for publicity, on group websites, or placing on Facebook.

• Consider creating a catchall statement to place upon registration forms, which assumes these permissions unless parents opt-out.

• Language• Use clear, unambiguous language, avoiding

abbreviations that can be mis-interpreted. For example LOL typically means ‘Laugh Out Loud’, but can also read as ‘Lots of Love’.

• Take care how you sign off in communications. Avoid e.g. “luv” or “xxx”

Advice from Paul Windo, Urban Saints Image Credit: Stockfresh

@drbexl @digitalfprint @bigbible

Norwich October 2013

Education