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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1. Religion Communicators Council DC Chapter November 14, 2012
#RCCsocmed
2. WELCOME! IM MEG.Communications Associate @ Shepherding the
NextGeneration.Nonprofit Social Media Consultant.Brand
Ambassador.
3. TRY THIS: Write your organizations mission in 140 characters
or less.
4. DEFINE: SOCIAL MEDIA CAMPAIGN-> Drives audience to a
defined action-> Leverages social media channels-> Engages
users in a two-way conversation
5. SOCIAL MEDIA WILL NOTSAVE YOUR ORGANIZATION (OR YOUR
SOUL).
6. CASE STUDY: BLUE SUNDAY 2012
7. 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/
8. ASSESS YOUR CURRENT ABILITIES.Borrowed from Beths Blog and
Barnraisers LLC http://ow.ly/eKsrU
9. LISTEN.
10. CREATE A LISTENING DASHBOARD. Blogs Twitter Facebook
Comments Google Alerts Online news sites
11. LEARN FROM ALLIES.Learn from your allies --- those who will
helpspread your message. These are your keyinfluencers.
12. LEARN FROM ROLE MODELS.
13. ENGAGE.Dont be afraid of the two-way conversation.Ask
allies to share online.Tweet religion reporters.Create a Media
Corner.Say thanks.Ask a question.
14. CALL TO ACTION.
http://www.shepherdingthenextgeneration.org/blog/social-media-a-catalyst-for-change
15. EXECUTE.CREATE DESIRABLE, SHAREABLE CONTENT. Calendar of
content. Photos each day. Tweets each day. Weekly blog posts. Promo
video. Facebook banners.
16. MEASURE.But I went into communications so I DIDNT have to
domath!
17. MEASURE. Start small After-Action Reviews Blue Sundays top
content: 20% of traffic during campaign went to landing page Should
guide future campaigns http://www.bethkanter.org/aar/
18. ANALYZE.GOAL: To raise awareness of child abuse
preventionefforts. -> 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.