Social media ministry and business

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.

© www.musicademy.co.uk

Timetable
9.30-10.30 Introductions
Social media basics
The concept of Content Marketing
10.45-11.45 Facebook and Edgerank
1.15-2.15 Blogging
E-newsletters
Other social media platforms
2.30-3.30 Search Engine Optimisation
Google Analytics

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.html
for Marie’s Smarter Guide to Facebook Marketing
ebook. Or buy here for $15 (booth F1)

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

About Musicademy
DVDs & Online Learning
Guitar, Vocals, Keys
Drums, Bass, Orchestral
Playing by Ear
www.musicademy.com

Worship Backing Band
For churches with half a band or even no
band at all
You choose the instrument mix
You play, it fills in for missing musicians
Features key and tempo change
www.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 © www.musicademy.co.uk

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 websites
are an online form of
church notieceboard
• Churches still think like
1950s communication
channels

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

13

Social Media Revolution Parody
• http://www.youtube.com/watch?v=fT-
eXw7Xsjo

14

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

Neilsen’s 2011 Q3 State of Social
Media Report
• 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/

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)

Image: gapingvoid.com
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

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

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©Marie Page 2010
www.usingconversationalmedia.com

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

Cover image
Admin

“Favicon” Timeline

Number of fans
PTAT
Check-ins

About Apps/Tabs

Posts by others

Sponsored
Story ad options

Facebook “Fan” Pages
Posts

“Favicon”
Recommendation
s

Reach Pages we like

Promoted Post

The Admin Panel
Messages from
fans

Notifications

New Fans

Insights data

Facebook Glossary
•
• Fan - a Facebook user who signs up to follow
Fan - a Facebook user who signs up to follow •• News feed ––the content posted on your
News feed the content posted on your
your page by clicking “like” on it
your page by clicking “like” on it wall which includes the aggregation of
wall which includes the aggregation of
your friends individual newsfeeds too
your friends individual newsfeeds too
•
• Friend – someone you are connected to on
Friend – someone you are connected to on
Facebook via your personal Profiles. Also used
Facebook via your personal Profiles. Also used
as a verb when you add someone as a Friend •• Page ––the place where organisations (or
Page the place where organisations (or
as a verb when you add someone as a Friend
(to Friend)
(to Friend) celebrities) “live” on Facebook. The Page
celebrities) “live” on Facebook. The Page
is the organisation’s equivalent of aa
is the organisation’s equivalent of
•
Profile. This is where you share
Profile. This is where you share
• Friend List – an organised grouping of friends –
Friend List – an organised grouping of friends –
you might segment your friends into lists information and interact with fans
information and interact with fans
you might segment your friends into lists
perhaps by work, family, real friends(!) etc
perhaps by work, family, real friends(!) etc
•• Profile ––the place where individuals
Profile the place where individuals
•
• Group – a collection of Facebook users that
Group – a collection of Facebook users that “live” on Facebook. This is where you
“live” on Facebook. This is where you
have a common interest – any Facebook user
have a common interest – any Facebook user share information and interact with
share information and interact with
can create a Group
can create a Group friends.
friends.

•
• Network – a collection of Facebook users
Network – a collection of Facebook users •• Wall ––the main element of your profile
Wall the main element of your profile
identifying with a particular region, school or
identifying with a particular region, school or
workplace – you can join up to 5 networks on or page that shows new content,
or page that shows new content,
workplace – you can join up to 5 networks on
Facebook
Facebook comment and recent actions
comment and recent actions

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 Succ
eed 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: What about the
new “Spam”
– Affinity score?
– Edge weight
– Recency

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!

Photos vs status updates
Photos vs status updates

Lessons for
Lessons for
understanding
understanding
Edgerank:
Edgerank:
Plain text status updates have
Plain text status updates have
more weight than photos so drive
more weight than photos so drive
more reach.
more reach.
Likes: 64
Likes: 64
Comments: 7
Comments: 7
Shares: 1
Shares: 1
Reach: 1444
Reach: 1444

Likes: 59
Likes: 59
Comments: 8
Comments: 8
Shares: 0
Shares: 0
Reach: 853
Reach: 853

Likes: 64
Likes: 64
Comments: 7
Comments: 7
Likes: 15
Likes: 15 Shares: 1
Shares: 1
Comments: 19
Comments: 19 Reach: 1444
Reach: 1444
Shares: 1
Shares: 1
Likes: 16
Likes: 16 Reach: 1419
Reach: 1419
Comments: 2
Comments: 2
Shares: 0
Shares: 0
Reach: 1171
Reach: 1171 Plain text updates
Plain text updates

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

Likes: 3
Likes: 3
Comments:
Comments:
56
56
Shares: 1
Shares: 1
Reach: 2294
Reach: 2294 Likes: 39
Likes: 39
Comments: 6
Comments: 6
Shares: 1
Shares: 1
Reach: 1507
Reach: 1507

Photos
Photos

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

Likes: 12
Likes: 12
Comments: 0
Comments: 0
Shares: 4
Shares: 4
Reach: 525
Reach: 525
Likes: 59
Likes: 59
Comments: 8
Comments: 8
Shares: 0
Shares: 0
Reach: 853
Reach: 853

Likes: 11
Likes: 11
Comments: 2
Comments: 2
Shares: 2
Shares: 2
Reach: 581
Reach: 581

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…?
63

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 personality
5. Good place to store and chronicle information
6. Enables conversations
7. Encourages regular traffic
8. 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?
• DIY
www.usingconversationalmedia.com
To download Marie’s ebook
“The Art of Conversation” – a practical
how-to guide to using social media
• Outsource some help
Eg from IceCream Social Experts


Websites and Google Anlaytics

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)

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

96

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
page

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

The Google Analytics Dashboard

Google Analytics – Reports
• Audience (visitors)
• Advertising
• Traffic Sources
• Content
• Conversions

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_e
ngine

110

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

111

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

“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 Algorithm
Google’s algorithm combines:
• Relative importance
• Relevance
• Reliability
To 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 dense
Documents
• Recode the meta data in all documents, and pdfs to add meaningful
titles and add keywords
Video
• 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 Guide
Written 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/smart
er-facebook-marketing-guide.html or
http://goo.gl/TQb4W


For Further Information
• www.musicademy.com
• Sign up for free resources and to receive
our weekly e-newsletter packed with
useful articles and special offers
• Sign up on our mailing list at the
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