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How and Why ReFrame Media uses Social Media as part of its media ministry.
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Social Media and Ministry
Steven KosterTodd Hertz
NRB 2010, Nashville
PHILOSOPHY
It’s About Ministry
• It’s about God’s Story– Already unfolding in your life– Wherever you are
• It’s not about technology• It’s not about marketing or fund raising• It’s about doing your ministry
We Speak Differently to Different People
• By Demographics– Children– Youth– Younger Adults– Older Adults
• By Faith Journey – Pre-Evangelism– Evangelism– Teaching
discipleship– Devotional
discipleship
Brand = Experience
• Brand = an expected experience– It’s not your technology, it’s you. – What makes you special? – what experience do you promise?
– If you hang out with me, you can expect…
Brand = Experience
• So where can I hang out with you? – Go where your audience hangs out already. – Don’t expect them to come to you.
• Go to Your Audience wherever they are!
Multi-Channel
• One channel is a commodity. – You are only one of many. – Having a channel does not make you
special or compelling. – Technology does not make you special
• Multi-channel can be a presence– in which you demonstrate your promised
experience.
Use all the Tools for Ministry
Media Technology talk• Radio [push]
• Video• eNewsletter• Internet Web [pull]
• Fixed Media (CDs)• Print• Online Forum listen• Email [2-way]
• Social Media• Phone• In-Person
Social Presence
• First Contact
• Awareness
• Engagement
• Relationship
Marketing Funnel
Awareness
Knowledge
Interest
Donor
Sustainer
Payoff!
Social Media ROI• http://mashable.com/2009/10/27/social-media-roi/
• ROI = (Return – Investment) / Investment• If not dollars, trends• Use analytics to spot trends• Look for inflection points
• “Finding trends and tracking them back to their point of origin is the key to measuring ROI.”
It’s about Ministry, not Dollars
• Ministries don’t measure output in $– Dollars are a necessary input– But not a measure of success
• How do you measure ministry?– In your main channel? – Same rules for other channels
– Cf. Good to Great for Social Sectors monograph
It’s about Ministry, not Dollars
• Ministries don’t measure output in $• There’s more than
registration => donate.
• comment• rate• vote • like / dislike• subscribe
• download• read more• petition• advocate• participate
Ministry Funnel
Awareness
Knowledge
Interest
Investment
Sustainer
MinistryConversations
MinistryStewards
Payoff!
comment, vote, advocate, participate
Donate
Registration
Summary
• How can you meet your audience • where they already are • through all the channels available• to do more ministry?
EXAMPLESOur Strategy @ ReFrame Media
Blogs
• Whom is it for? • No CEO Blog (unless already blogger)• Find your bloggers and let them go• It’s a content monster; commit to feeding
– Groundworkonline.com (no blog!)
Blogs Examples
• Shine.fm Blog• johnnymornings.wordpress.com• Under the Radar: radarradio.net
Social Networks (= facebook)• In US,
facebook is increasingly the place to be
Social Networks (= facebook)
• 350 Million people log in once a month
• Averaging 662 pageviews a month
Our Facebook Strategy
• Facebook ‘pages’ – for all programs– and corporate (ReFrame Media)
• Goes to where the fans already are• A dialogue and extension of discussions• Not necessarily driving people to ‘our’
website
• Needs investment– It cannot just be there– Use your people as advocates– Cultivate your biggest fans
• Do something at least once a day• Essential Apps on Facebook
– http://Mashable.com/2009/05/13/facebook-brand-apps/
• Microblogging 140 letters at a time• 50 Million tweets a day
Twitter: not just for kids!• Historically,
mid-age adults were largest segment
• Ages <24 are only now catching up
Our Twitter Strategy
• Twitter identities for all programs• Plus corporate • Plus personal identities
• All identities have a personality• It’s a dialogue, not advertising
Twitter Tactics
• You’re there…Where’s the people?– Find followers by being a follower– It’s dialogue: who’s interesting?
• Broadcasting vs. Relating – Be a “good date”, not a robot– It’s dialogue: stop preaching or promoting– If you’re only talking, they stop listening– Auto-tweets are usually bad
Twitter Effectiveness
• Measuring Effectiveness– Tools
• Raven• Klout• Twitalyzer
– What receives attention? – What can you learn from that?– It’s not the stats, but what stats mean
Twitter Tools
• Tools– HootSuite, Co-Tweet, or Tweet Deck– Twubs.com or Twibes.com
• Interest Groups
– NearbyTweets.com– WhoShouldIFollow.com
• Find friends of friends
– 30 Twitter Tools: http://cot.ag/9EhYXF
Niche Networks
• In-house network or message boards– Good for privacy– Good for narrow focus
• BUT, why not go where audience is?
Niche Networks Examples
• The Christian Reformed Social Justice Office (justiceseekers.ning.com)
• Conversations at www.spotlightradio.net• More from CIO.com
– StachePassions.com (Mustache fans)– VampireFreaks.com – LineForHeaven.com– MatchADream.com (dream interpretation)– http://www.cio.com/article/551513/Ten_of_the_World_s_Strangest_Social_Networks
Video
• YouTube: 1 Billion Videos a day• Viral: What can you leverage?
– What are you already doing that could be on video?
– Like DVD extras: “Behind the Scenes” – BlendTech: Will this blend?
Our Video
• What we do:– WalktheWay.net Daily Video Blog– RadarRadio.net Exclusives– NRB vids for behind the scenes
Mobile
• Media in small formats on the run
• Text and Photo messaging• Smart Phones, iPhone
– Apps– Mobile Web browsing
• Kindle, Ebooks
Mobile Uses (US adults)
86% have cell phones
25% of cell users browse web, email, etc.
That’s 21.5% of all US adults
Mobile Devices (US)
• Blackberry 42%
• iPhone 25%
• WinMobile 17%
Mobile Devices (Worldwide)• Nokia
biggest,• Blackberry
second, • But Apple is
growing fastest
Mobile and kids
• A third of US middle schoolers have mobile phones
• And growing fast
Mobile Strategy
• Who’s the audience, why would they want it?
• Why would they want it on the run?• What are we publishing already?
– Web– RSS– Podcast– Simple Apps
Our Mobile Strategy
• List in stores (iTunes, Amazon Kindle)• Simple apps for iPhone
– RSS based, ala AppMkr.com• Mobile-specific web sites for other
platforms (m.thinkchristian.net)
Mobile Resources
• appmakr.com– Simple iPhone app based on RSS
• whoop.com– Mini web sites for mobile devices– Not device dependent
RESOURCES
Resources
• Mashable.com– Stats and News and what it means for you– The Mecca for Social Media
• SmartBrief on Social Media – Daily email digest of Social Media stories– [email protected]– http://www.smartbrief.com/socialmedia/
Resources
• Silicon Valley Insider (SAI)– businessinsider.com/alleyinsider– Chart of the Day!– businessinsider.com/newsletter
• Social Media Examiner– socialmediaexaminer.com
• Un-marketing.com– Stop marketing, Start Engaging
Resources
• Groundswell by Charlene Li and Josh Bernoff
• Good to Great for Social Sectors
ResourcesOn Twitter:
@ReFrameMedia@RadarRadio@ThinkChristian@WalktheWay@TodayDevotional @ChurchJuice@SpotlightRadio@GroundworkRadio
On Facebook:facebook.com/ReFrameMediafacebook.com/RadarRadio facebook.com/ThinkChristianfacebook.com/WalktheWayfacebook.com/TodayDevotionalsfacebook.com/ChurchJuicefacebook.com/SpotlightRadiofacebook.com/GroundWorkRadio
