Social Media in Ministry and The Marketplace

An introduction to the breadth of online marketing and social media and how to use it effectively in both ministry and business.

Social media in ministry and the marketplace

9.30-10.30 IntroductionsSocial media basicsThe concept of Content Marketing

10.45-11.45 Facebook and Edgerank

1.15-2.15 BloggingE-newslettersOther social media platforms

2.30-3.30 Search Engine Optimisation Google Analytics

Timetable

Your Seminar Presenter:

Marie Page BA (hons), FCIM, Chartered Marketer, PGCE

– Director, Musicademy and Worship Backing Band– Digital Marketing Practitioner– Chartered Institute of Marketing Tutor & Examiner– Tutor for The Institute of Direct & Digital Marketing

@Musicademy

http://www.musicademy.com/store/smarter-facebook-marketing-guide.htmlfor Marie’s Smarter Guide to Facebook Marketing ebook. Or buy here for $15 (booth F1)

www.musicademy.com/blogFor our worship blog and other free resources

About Musicademy

DVDs & Online LearningGuitar, Vocals, Keys

Drums, Bass, Orchestral

Playing by Ear

www.musicademy.com

Worship Backing BandFor churches with half a band or even no band at allYou choose the instrument mix You play, it fills in for missing musiciansFeatures key and tempo changewww.worshipbackingband.com

A culture of participation

• Dr Ryan Bolger http://vimeo.com/33500507

• Following Jesus in participatory culture: Faithful living in a world mediated by technology

A culture of participation

• Post modern culture is now a participatory culture

• People have shifted from consuming to participating

• TV – we used to consume (watch) it, now we tweet about it and actively participate

• “If we can’t facilitate that kind of participation [in our churches] they will be fans of something else as opposed to forming their lives around the things we would be convinced would most benefit them”

Web 1.0

• Like a stone tablet – unalterable form, no interaction

• Many church websitesare an online form ofchurch notieceboard

• Churches still think like1950s communicationchannels

Web 2.0• The Interactive Web

– Move from static webpages to dynamic and shareable content – Human collaboration– Social networking, wikis,

blogs etc – Marked by interactivity

and participation(by you and me rather than just techs)

Just how big a force is the web?

• 6,500 daily newspapers

• 20,000 readers for a good paperback

• 14,000 titles published in the US each year

• 200,000 periodicals published in the world

• 129M book titles published last 500 years

• 156M active blogs

Just how big a force is the web?

Web 2.0

2013 Social Media Revolution

• http://www.youtube.com/watch?v=QUCfFcchw1w

Social Media Revolution Parody

• http://www.youtube.com/watch?v=fT-eXw7Xsjo

What’s the point?

• It’s gone beyond technology

How are people using it:• Find out where we are• Stay in touch• Chatter, inform and opine

– is Twitter trivial? Most chat is trivial• Share critical news and info• Show off pictures• Go shopping• Save the phone bill

Why does the church need to bother?

• In the beginning was The Word – a communications identity• The Word was made flesh – our job is to make the word of God live

to people in their lives where they are (incarnation)• We are the body of Christ• We should be interested in revolutions – Christianity turns the world

upside down• The best sermons are lived not preached. Social media

communicates the nitty gritty of real life• The church (Acts) was a chain reaction. People communicating with

other people.

Why does the church need to bother?

• You can opt in and out of conversations on the level you want.• It is free. Not paranoid, boxed in and anxious• It’s a mixed bag. It allows people to be themselves• Allows for serendipity (eg cartwheeling verger) Space to be spirit led

(not scripted)• Power of the question, not the unwanted answer• Gives power to the questioner, not the institution

Social Media Explained

People tend to stick to the same five or six sites that they know and trust. Within these small ‘villages’ the marketer is

replacing the shopkeeper – offering the customer things they might not spot themselves….

With people self-selecting the villages they inhabit, marketers need to ensure they have a presence in those places, rather

than trying to drive customers to their own sites, which is increasingly a much harder proposition.

Taken from CIM’s Shape The Agenda paper“What hasn’t happened yet. The shape of digital to come” March 2010

• Nearly 4 in 5 active internet users visit social networks or blogs

• Americans spend more time on Facebook than any other website

• 53% of adult social networkers follow a brand

• http://blog.nielsen.com/nielsenwire/social/

Neilsen’s 2011 Q3 State of Social Media Report

What is Content Marketing?

• “A marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience” Pulizzi and Barrett (2009).

The Guru’s Speak:

• "Content is the only marketing left” Seth Godin

• “No one cares about your products. Far better is for companies to start viewing themselves as sources of information” Brian Kardon, Eloqua

• “The one who has the more engaging content wins, because frequent and regular contact builds a relationship” Joe Pulizzi, CMI

• “Content is now a marketing cornerstone because:- Interruption marketing doesn’t work anymore- Customer behaviour and expectations are changing- Everyone is a publisher” Ann Handley, Marketing Profs

Why Content Marketing?

• Interesting content is a top 3 reason people follow brands on social media (GetSatisfaction, 2011).

• 3 in 4 marketers cite compelling content as a factor in closing sales, 70% of consumers prefer getting to know a company via articles rather than advertisements and 60% feel more positive about a company after reading content on its site. ContentPlus (2012)

Think like a PUBLISHER not an advertiser

• Not interruptive marketing that just sends messages• Engage with them• Create exceptional (great) content that people will want to share

Image:

gapingvoid.com

4 key Goals for content marketing

• The ultimate goal of content marketing is to be so engaging that your customers will eventually buy, but before that you need to achieve one of these 4 foundational objectives to attract interest, increase page views and maintain reader loyalty.

1. Educate• This type of content is often prefaced by a headline that starts with “How” . People’s

thirst for knowing how to start a blog, market their business or solve a problem

2. Inform• Keeping people up to date with the latest news was the domain of the newspaper,

trade magazines or TV. Today the blog or social network is the source.

3. Entertain• It doesn’t have to be a video and entertainment can also be a media type that informs

and entertains. Infographics can also be included in this category. Humour is one of the vital components here.

4. Inspire

• This can be a challenge but inspiring people to be better, to push their limits or to be successful should be woven into your content. This content can be examples of other successful people that have overcome adversity people or creative examples that showcase others achievements.

Thanks to Geraint Holliman of HPS Group for this and a couple of other slides

•Industry news•Product know-how•Insights•Features•Top 10s•Humour•Videos (YouTube?)•Content from other blogs•Guest posts•Ask the Expert•Great links•Interviews•Do’s & Don’ts•Stories•Lists•Vodcasts•How-to articles•Polls•Controversy•Intrigue•Etc Etc

The upshot:•Great SEO•Fresh new content•Integrated social media•Multiple platforms•Multiple interaction points•Your content where Your customers what it•Feedback

Comments

retweets

Posts /tweets on LinkedIn

Posts into Facebook page

Likes &

comment

sPosts become e-newsletters

Comments

Other pages

post/link

Other sites copy &

Links &

©Marie Page 2010 www.usingconversationalmedia.com

Blog Central – integrating social media

tumbleU

Technoratii, D

elicious etc

Links &

Social Media - Facebook

• 1 in 9 people in the world are on FB

• Members of your congregation – Visitors– Teenagers– College Age– Seniors

Why is Facebook so effective?Dr BJ Fogg, of the Stanford University

Persuasive Technology Lab has researched three reasons for its probable success:

Facebook helps us express identity - we join groups to express who we are, where we are from and what we like

Facebook helps us show support for other people or causes Facebook is a place for us to have fun - groups with crazy titles,

campaigns for ridiculous achievements (Rage Against the Machine for Christmas Number 1 anyone?)

(cited in Perks & Sedley, Winners & Losers in a Troubled Economy, p 49)

Churches on Facebook• Facebook pages

• Events

• 2-way conversation

• Q&A

• Videos, polls

• Sermons

• Snippets

• Scriptures being studied

• Music

• Discussions

• Opportunity to “Share”

Churches on Facebook

• Get your congregation involved• Give them posts to share• Link via your website and on your other

communications• Use photos well• Books to read• Quotes from the pastor• Look forward too…• Prepare your hearts, read…• In depth reading• Book quotes

Basics• Set up a church FB page• If your current page is a group or private

profile, convert it to an organization page• Set a vanity url “facebook.com/mychurch”• Make the graphics on your Facebook

match the design on your website• Begin posting consistently

Facebook “Fan” Pages

Number of fansPTAT

Check-ins

“Favicon”

Apps/Tabs

Posts by others

Cover image

Timeline

Sponsored Story ad options

Facebook “Fan” Pages

Recommendations

Reach Pages we like

“Favicon”

Promoted Post

The Admin Panel

New Fans

Notifications

Insights data

Messages from fans

• Fan - a Facebook user who signs up to follow your page by clicking “like” on it

• Friend – someone you are connected to on Facebook via your personal Profiles. Also used as a verb when you add someone as a Friend (to Friend)

• Friend List – an organised grouping of friends – you might segment your friends into lists perhaps by work, family, real friends(!) etc

• Group – a collection of Facebook users that have a common interest – any Facebook user can create a Group

• Network – a collection of Facebook users identifying with a particular region, school or workplace – you can join up to 5 networks on Facebook

• Fan - a Facebook user who signs up to follow your page by clicking “like” on it

• Friend – someone you are connected to on Facebook via your personal Profiles. Also used as a verb when you add someone as a Friend (to Friend)

• Friend List – an organised grouping of friends – you might segment your friends into lists perhaps by work, family, real friends(!) etc

• Group – a collection of Facebook users that have a common interest – any Facebook user can create a Group

• Network – a collection of Facebook users identifying with a particular region, school or workplace – you can join up to 5 networks on Facebook

Facebook Glossary• News feed – the content posted on your

wall which includes the aggregation of your friends individual newsfeeds too

• Page – the place where organisations (or celebrities) “live” on Facebook. The Page is the organisation’s equivalent of a Profile. This is where you share information and interact with fans

• Profile – the place where individuals “live” on Facebook. This is where you share information and interact with friends.

• Wall – the main element of your profile or page that shows new content, comment and recent actions

• News feed – the content posted on your wall which includes the aggregation of your friends individual newsfeeds too

• Page – the place where organisations (or celebrities) “live” on Facebook. The Page is the organisation’s equivalent of a Profile. This is where you share information and interact with fans

• Profile – the place where individuals “live” on Facebook. This is where you share information and interact with friends.

• Wall – the main element of your profile or page that shows new content, comment and recent actions

Simple content ideas - Polls

Simple content ideas – Video clips

Video uploaded directly to Facebook

Simple content ideas – Ask the Expert (Questions)

Simple content ideas – Friday Facebook Question

Simple content ideas – Freebies / Try before you buy

Simple content ideas – Links to other relevant sites

Simple content ideas – Links to blog posts

Simple content ideas – Top 10s / Do’s and Don’t’s

Simple content ideas – Asking Opinions

Asking advice

“Wow, Marie, I am completely overwhelmed by all the posts, amazing! I am going to sit down with my boy and we'll go through them all in detail! Love the suggestions also about him composing his own stuff. Many, many thanks.” Liz

Simple content ideas – Tags and Check-ins

Simple content ideas – Product profiles/launches

Simple content ideas – Happenings in the office

Simple content ideas – Controversy

Simple content ideas – Humour

How to find fans – prominent links on your website & emails

Helping Marketers Succeed OnlineHelping Marketers Succeed Online

The Facebook Edgerank Algorithm

• Every bit of FB content is known as an “edge”- status update, a like, a photo, a change in relationship status

• The newsfeed isn’t really a feed of news, instead it’s a chart of the most ‘important’ Edges which are determined by the EdgeRank Algorithm.

Traditionally 3 elements:– Affinity– Edge weight– Recency

What about the new “Spam”

score?

EdgeRank is now based on four things:

• Yours and other people's relationship with a brand (affinity): the more you and other people engage with a post, the more likely you are to see it

• The type of post: simple status updates seem to trump other content now

• Time: the older a post is, the less likely it is to be viewed...with a catch (which I will explain below).

• EdgeRank is now also ranked based on the level of negative feedback a brand and posts receives.

• In short, engagement and the type of post improves your EdgeRank score, while the time decay and the negative feedback makes it worse. These four factors combined is what determines the success of your post.

• http://www.baekdal.com

They may be fans but do they see your updates?

203% PTAT!

Likes: 64Comments: 7Shares: 1Reach: 1444

Photos vs status updatesPhotos vs status updates

Lessons for understanding Edgerank:Plain text status updates have more weight than photos so drive more reach.

Plain text updatesPlain text updates

Lessons for understanding Edgerank:Reach is driven by engagement. The more engagement, the higher the reach.Comments drive reach more than likes

PhotosPhotos

Lessons for understanding Edgerank:High numbers of Likes and Comments will drive more reach

Blogging

• Write a list of all the questions you are asked about your church/business on a regular basis:

• How do I…?• Should I…?• What do you think about…?• How do I know if…?• Is it worth spending money on…?• Do you know where…?• What would you recommend for…?• What do you predict will happen to…?

What is a blog?

• Musicademy business blog:www.musicademy.com/blog

• Top 200 church blogs here :http://churchrelevance.com/resources/top-church-blogs/

• Youth leader blog: http://beccaislearning.com/

Benefits of a Company or Church blog

1. Help you sharpen your pitch to prospective customers / congregants

2. Show that your company/church is full of real people with opinions

3. Build backlinks (great for SEO)4. Show that you're more competent than the competition /

show your distinctive culture and personality5. Good place to store and chronicle information6. Enables conversations7. Encourages regular traffic8. Shows you are in touch (with communication technology and

your sector)9. Allows people to “try before they buy”10. Allows you to respond in an emergency

Content ideas - Devotionals

Content ideas – Stuff from the media

Content ideas – your videos

Content ideas – promoting events

Content ideas – funny videos

Content ideas – “curated” content

Content ideas – meaty issues/controversy

Content ideas – useful resources

Content ideas - freebies

Content ideas – Ask the Expert

Content ideas – series/theology/opinion

Content ideas - articles

Content ideas – sharing homegrown resources

Content ideas – songs/music

Content ideas – sharing best practice

Content ideas – Plugging products

E-newsletters

Blog content:

=>Newsletter articles

=>Facebook content

=>LinkedIn content

=>Twitter status

=>Incoming links

Email & newsletter platforms - Mailchimp

Split testing subject lines

Which articles get the most clicks?

Mailchimp tracking

Mailchimp Tracking

Customer Insights

Twitter

LinkedIn (Groups)

Response Ability

• Are you engaging others?

• Can you respond to criticism well?

• How long does it take you to respond?

• Are you listening?

Need extra help?

• DIYwww.usingconversationalmedia.comTo download Marie’s ebook “The Art of Conversation” – a practical how-to guide to using social media

• Outsource some helpEg from IceCream Social Experts

You’ve got a website, but do you know how well it’s working? Learn to improve the design content and navigation of your website using Google Analytics.Plus:Search Engine Optimisation (SEO)

Websites and Google Anlaytics

This part of the seminar

Today we will cover:• How to create a Google Analytics account• Advantages of Google Analytics• Metrics jargon• The dashboard• Live demonstration of drilling down into a real

website’s metrics• Further help• Search Engine Optimisation (SEO) basics

Google Analytics

• An amazing set of free tools from Google– See how many people access your site, from where

and how long they stay– Monitor your paid and organic search traffic– Track goal conversion– Monitor campaign return on investment– See how customers navigate your site– Discover how customers find you– Find out which pages turn your customers off– Learn which keywords people use to find you

Creating an Analytics Account

• Google Analytics will not affect:– The performance– The appearance of your website and– There are no extra files to host– Also, it’s a set of results – you can’t break it!

• Head to http://google.com/analytics/ • Create an account• Log in, read through and input data to the settings

Code Installation• To install, paste the Google Analytics Tracking

Code anywhere in to your page's HTML code.

• Place the code at the bottom of your page's code (directly before the closing </body> tag) to avoid any possible issues with your page loading at a slower rate.

Advantages of Google Analytics

• Easy to use• Documentation and help• Integration with AdWords• Its free!But:• No individual customer journeys• No retrospective goals/funnels/filters• No access to the underlying data

Metrics Jargon

Metric Meaning

Unique Visitor The number of individuals who visit a website in a fixed time period

Visit One visit by a single customer. Visit ends after no activity for 30 minutes

Page impression One person viewing one web page

Hit Request serviced by a web server. Not a measure of numbers of people viewing the page

Conversion User achieves a defined goal

Logging in

The Google Analytics Dashboard

Google Analytics – Reports• Audience (visitors)

• Advertising

• Traffic Sources

• Content

• Conversions

Google Analytics – Reports

Visitor Flow

Further Help

• Google Analytics Conversion University• Advanced Web Analytics with GA – Brian

Clifton• Avinash Kaushik’s blog• Web Analytics Demystified Books

Consultancy and bespoke training• Lynchpin (Andrew Hood)

Search Engine Optimisation (SEO)

Cutting through the jargon

How do search engines work?

• http://www.google.com/howgoogleworks/

• http://www.youtube.com/watch?v=h0xUHykOPtY

• http://en.wikipedia.org/wiki/Web_search_engine

Search Engine Optimisation (SEO)

The ingredients that make a site likely to be found:• A great website• Keywords• Unique fresh content• Site map• Page optimisation• Back links• Paid for links• Likes, reviews, comments• Languages, geography, Google Earth, Google Maps and

local search priming• Tracking and tuning

Helping Google crawl your pages

• Submit your URL• Get other sites to link to yours• Sign up for Google Webmaster Tools,

verify your site and submit a sitemap

Site Structure – the cascade

(breadcrumb trail)• Home page• Section pages• Category pages• Content pages

SEO Tricks

“Backing vocals” in• url• H1 Page title• H2

Unique content

Missing:•Alt text•Backlinks•Multi-media•Social media mentions

SEO Tricks

• Back links• Unique content• URL using keywords• H1, H2, H3, Alt text• Multimedia• Use the SEO add-in• Comments/UGC• Social media mentions

Back Links

• The most important element• Links from high PageRank sites are best• Active linking (submitting or requesting a link)• Passive linking (link baiting) – creating attractive

content for others to link back to• 250-750 unique links ideal with

key phrases in the anchor text• Main links and deep links

The Google AlgorithmGoogle’s algorithm combines:• Relative importance• Relevance• ReliabilityTo determine the overall significance of a page for any given search

• The PageRank algorithm determines the relative importance of all pages using link quality and source importance

• The TrustRank algorithm determines source reliability mainly using age

• The Text Matching algorithm determines the relevance of both site and source using link quality and other related factors

Page Optimisation• Heading Tags• <h1>Heading text here</h1>• <h2>First subheading text here</h2>

Image alt tag• Labels for images so that search engines and partically sighted users can

“see” the images• Good opportunity for keywords

URLs• Again, make keyword denseDocuments• Recode the meta data in all documents, and pdfs to add meaningful titles

and add keywordsVideo• Code your titles with keywords• Load to Youtube, Google Video, Vimeo etc

Page Optimisation

• Page title - the <title> tag which appears in the <head> section– Ideally truncates at 66 and 75 characters– Each page should be different– Begin with the name of your business and in the form

of a breadcrumb trail– Try to incorporate something to incentivise the user to

click on the link– Make it keyword dense - keywords in the title tag

should be repeated in the URL, the meta keyword tag, headings tags and page body text

Page Optimisation

• Meta Description tag – placed between the <head> tags • Provides a brief description of page content building on the headline

in the title tags• <meta name=“description” content=“your description here.”/>• 24-26 words of max 180 characters (for good snippet use)

• Keyword tag – placed between the <head> tags • Provides a brief description of page content building on the headline

in the title tags• <meta name=“keywords” content=“keyword1,keyword2,key

phrase1”/>• 35-50 words max

Page Optimisation

Body Text• Keep pages as short as you can (450-600 words)• Have more sections, categories and pages if you need

more• Less pages mean for better keyword proximity and

density• Use bold to pick out keywords sparingly• Don’t use underline unless it’s a link• Divide into short paragraphs• Scatter keyword chains throughout• Call to action or summary at the end (see snippets

section)

Page Optimisation

Internal Links• Tests show people prefer split-menu navigation

(tabs across the top and left side)• Use keywords in these links• Link words within the text to relevant pages• Mailto: links either to you for feedback or to

recommend a friend• Add to favourites link for bookmarking

Page Optimisation

Outbound Links• Google uses your outbound links to identify “related

sites”• Ask.com looks at outbound links when allocating page

rank• Link to websites with a higher page rank than yours• Avoid links on “money pages” – you don’t want to lose

customers that would otherwise have bought• Consider No Follow links so you don’t lose the search

robots from your site as quickly

For Further Information

The Smarter Facebook Marketing GuideWritten by Marie Page. Published by Smart Insights, one of the UK’s leading digital marketing websites and edited by all round digital guru Dr Dave Chaffey.How will this guide help me?

23,000 word, 90 page A4 page PDF Ebook

To buy:$15 at the Musicademy booth or paid to Marie after the seminars or go to: http://www.musicademy.com/store/uk/sale/smarter-facebook-marketing-guide.html or http://goo.gl/TQb4W

For Further Information

• www.musicademy.com

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