1. winning, building, and sending
using social media
twitter: brianbarela
facebook: Brian Barela

2. http://bit.ly/minet09bb --slides from this presentation
http://bit.ly/fbformin --using facebook for ministry
http://bit.ly/webformin --webinar on using blog format
for ministry
http://bit.ly/bbscrnr --short screencasts on
social networking and ministry
http://crublogging.com/ --tips for using blogging
in ministry

3. our effectiveness in winning, building and sending
is proportional the quality and quantity of connections
with those whom we are seeking to win, build, and send

6. connected in form but not function

8. what did it cost us as an organization to
connect before social media?
Lots of
•T I M E
•M O N E Y
•E N E R G Y

9. how did social media change each of these
elements?
o
It exponentially decreased the amount of time it
takes to connect
o
It exponentially increased the return we get our
money and decreased the amount of money
required to connect
o
It exponentially decreased the amount of energy
it takes to connect and multiplied the manner in
which our energy

10. how engaging is....
handing out a brochure
hanging out at a coffee shop

11. the solution:
o
integrate engaging content
o
optimize for "searchers"
o
leverage connection-oriented
platforms

12. 186,000,000 in less than a month!!!!

13. what are the 5 best places in your
ministry that produce engaging content?

14. value of content

15. practical ways to integrate content into
your ministry website
•make emails into blog posts
•shoot videos at your events
•interview customers (video, audio, text)
•share lessons you learned
•
think browsing and buying

17. Optimize for seekers
think of 5-10 words of phrases that
describe your company--then google
them

18. o
293,000,000 searches per day in 2009--on google
alone!!!!
o
all 293,000,000 have some form of intent behind them!!!!
o
what campus or company context has 293 million
intentional, semi-focused searches happening on a daily
basis?

19. On Page Optimization
•Mixed-media
•Buyer Personas
•
Calls to Action
•Buy and Browse

21. Your Ministry Page
•Mixed Media
•Buyer Personas
•
Calls to Action
•Buy and Browse

22. www.chicocru.com

23. Off Page Optimization
•
H1, H2, H3
•Bold Text
•URL
•Page Title

24. Leverage Connection-Oriented Platforms
oMajor Platforms
YouTube/Video
Email
Facebook/Myspace/Your Country's most popular social
network
Google
Blogging

25. maximizing facebook
get people to interact with your content
“likes” and “comments”
“likes” just one click, but that click spreads
that content to EVERY friend of that person
--text message key students to “like” piece of
content at same time

26. • General Facebook Overview
◦ Homepage/Layout/Way in which the site organizes content
◦ Some vision as to where Facebook is going, and why it continues to evolve
homepage is designed to make it as easy as possible to
conenct & share with others
•comment/like/share under every post
•page layout designed about what’s most valuable to users
•beware of the corners
facebook seeks to increase viral action of every element
•Really easy to spread
•the more you are spreading content, the more valuable
facebook becomes to its entire user base

28. • Facebook Fan Page
◦ General Info
◦ Advantages
◦ Disadvantages
◦ Unique elements:
■ Stats
■ Custom URL
■ Embeddedable content
■ Widget Box
■ Custom Content Creation
◦ How to use a fan page effectively
◦ Things to watch out for in using a fan
page

29. Viral Action of One “Like” on a Fan Page
student with 600 friends (pretty common #)
that “like” gets pushed to the homepage of EVERY fan
in our case 200 students
it also gets pushed to EVERY one of that student’s friends:
600
one click (less than 1 second) just exposed 800 people to
content on your page
if one of their friends “likes” the same thing, it gets pushed
to all of their friends’ homepage (another 600)

30. Viral Action of One “Like” on a Fan Page
one like, by one student =800 exposures
one like, by one student, with one more “like”
from their friends =1400 exposures
5 likes, by 5 students, =3200 exposures
5 likes, by 5 students, with one “like” from each of
their group of friends =6200 exposures

31. • Integrating FB with your campus/ministry website
fan box easily embed-able in your site
students can join fan page without having to go
into facebook directly
new students can “see” your movement right off
the bat when the land on your homepage

32. • Leveraging your students to use FB for ministry not just stalking :)
• Integrating FB with your campus/ministry website
• Q&A
student to student content is MOST engaging
goal: create a system & train students (particularly)
student leaders in the following:
•Viral Action/Potential for engaging the Fan Page
•Setting them up to be distributors of content to sub-
groups of ministry, and creaters/sharers of content to
movement as a whole

33. useful social media strategy courtesy of hubspot.com

34. o
actics
T
•Create content that can be aggregated and shared easily on all three
platforms
•Reduce Friction--duration/length, kind of media, blended, tagged/non-
tagged
•Facebook Note:
•Contained only in Facebook
•Shared only in Facebook
•Available to people only on facebook
•Blog Post
•Contained on company website (good for seo, and engaging target
audience)
•Can be shared on a variety of channels
•Timeless--Can be found by a variety of searches

35. •
Win Build Send
o
Win--Can connect with our audience before they
ever get involved
o
Build--Can connect them to people and resources
beyond our geographical context with ease and low
cost (money, time, energy) during their involvement
o
Send--Can connect them to the mission, vision, and
values after they leave

36. www.chicocru.com

37. action points....
o
Change company site over to a blog
o
Capture already existing content and optimize for
social-media consumption
Train and Mobilize key students on facebook to virally
spread content over the platform
o
Identify 3 buyer personas and optimize web presence
specifically for each one

38. “the fold”--place on “the fold”
the page where
browser stops

39. what does it cost when we fail to connect?
o
as a team what happens?
o
movement to lost?
o
leaders to followers?
o
staff member to staff member?

40. the social utility of a network depends upon the
number of nodes in contact.
the social utility of an organization depends
upon the number of nodes in contact.
the social utility of a movement depends upon
the number of nodes in contact.

41. the social utility of a network depends upon the
number of nodes in contact.