Social Media Soup for Church Relations

Presentation designed for beginning to intermediate social media users for Chapman University's Church Relations conference: SHARE 2012. Tips and tools provided to educate users with emerging technology and trends, and how those tools can be utilized by church relations departments.

Transcript

1. The Social Media Soup Sifting Through the Platforms SHARE 2012 Sheri Lehman, Interactive Marketing Specialist @SheriLehman Strategic Marketing & Communications
2. Presentation Topics —  Briefly describe the different social media networks —  Best Practices —  Personal perspective —  Brand/Organization perspective —  Social media decision-making —  Social media in higher education —  Initiatives to engage, connect —  Questions
3. Connectivity —  Facebook —  845 million Facebook users —  LinkedIn —  150 million —  Twitter —  100 million —  Google+ —  90 million
4. What’s brewing on the web? •  Social networking: Facebook, Google+ •  Mini blogs: Twitter, Instagram •  Virtual photo boards: Pinterest •  Video streams: YouTube
5. Facebook/Google+ —  Social networking platforms to connect with family, friends, peers, brands/associations —  Heavier content – Facebook does it all —  Post status updates, Tag users, Like, Comment and/ or Share other user’s content —  Create events, Check in to locations —  Share photos, Upload video
6. Twitter —  Micro-blog to connect with communities and topics through quick, frequent messages —  Limited content —  140 characters – attach photos and link to web pages —  Mention users you ‘follow’ and hashtags, ReTweet —  Trends and hashtags —  Trending keywords and hashtags
7. Instagram and Pinterest —  Photo sharing platforms —  Minimal content —  Post short description —  Mention users you ‘follow’ and hashtags —  Pinterest = virtual pinboard —  Pins include recipes, decor, DIY, crafts, events ideas
8. Best Practices •  Best practices for your personal profile •  Best practices for your brand (university site)
9. Facebook Personal Facebook Brand on Facebook —  Control privacy settings —  Categorize friend lists —  Sort by Close Friends, Family, Work, community —  Chat —  Timeline view —  Profile Pic ≠ Cover Photo —  Declare official representation of (or affiliation with) —  Posting/Content —  Fresh flow of information —  Encourage pictures, links —  Respond/Engage: customer service —  Comment, like, share —  Brand your personality —  Personable, accessible Think twice Post once Timeline view. Links, photos, video expand in a “Preview” Create Events. Sharing community Know Terms & Service
10. Twitter Personal Twitter Brand on Twitter —  Control your privacy settings —  Profile images —  No egg profile image —  Description —  If you declare your professional religious position online, please add “Tweets are my own” —  Micro-blog = post often —  Account description —  Declare official representation of (or affiliated with) —  Respond: Reply, ReTweet —  Engage: @, #, keywords Be creative Be accurate Post once 140 character limitation Photos, videos, websites appears as link within Tweet Participate in topics, feeds by using hashtags and keywords Know Terms & Service
11. Twitter Techniques —  Mentioning another Handle
12. Pinterest/Instagram Pinterest Instagram —  Privacy: Public —  Share often —  Account description for Brands —  Declare official representation of (or affiliated with) —  Pin from original source, give credit, and include thoughtful pin description —  Privacy: On and Off —  Connect Instagram to Facebook, Twitter, Tumblr, Foursquare, Flickr Sharing community Pin/Share regularly Participate in topics, feeds by using hashtags and keywords Know Terms & Service
13. Branding on Platforms —  Voice consistency and authenticity —  Brand Page posts should conform to the collegiate and/or religious spirit or your organization —  Do not copy and paste —  Different messaging, different angle, different audience —  Be present in your pages —  Social media pages are not website pages —  Customer service platform —  Respond, engage, recognize, like, share
14. Connecting the Pieces Social Media Relevant to You •  Social Media is decision-making •  Social Media in higher education •  Social Media in Church Relations
15. #SM’s impact on Business —  B2P is the new model for social media engagement —  Valuable contents, genuine contributions —  Transparent honesty —  Enhance customer experience, service —  Collaborative environment —  Brands can facilitate vast interactions, connections, and networks —  Pushes peer endorsement (SMPG) —  Allow people to build the brand with you —  B2P and SMPG affects decision-making —  But I argue, it validates a decision already made as well
16. #SM’s impact on Higher Ed “Social media is a platform for discussion of ideas, experiences, & knowledge-exchange” – Bulmer; DiMauro —  B2P – selling a premiere education with professional programs —  Genuinely and honestly contribute to our audience —  Enhance the student experience by being available and receptive —  Collaborate with students, alumni, community —  Invite them to build the brand with the university through testimonies, sharing, and even… concerns. —  Potential to reach more people
17. Church Relations #SM —  Social Media can keep religion relevant —  Podcasts, web casts, blog sermon recaps —  Bible applications for mobile devices and tablets —  Reaches more potential people —  Gives them a preview of who you are and what religion is —  Gives them insight if your church is right for them —  Concern for loss of human element? —  Be present, accessible, and transparent in your brand pages
18. Chapman University #SM —  Chapman University strives to engage, connect, and lead Chapman community members in social media conversations in and out of the classroom —  Encourage social media connectivity —  Champion B2P Model —  Opportunity to effectively communicate and build relationships with Chapman key stakeholders on their terms —  Transparency/customer intimacy = competitiveness —  Ability to deliver the right services to our customers in a timely way
19. #ChapmanU Endeavors —  Objectives 1.  Strengthen our relationship with Chapman University’s online community 2.  Center conversations and discussions around the event 3.  Effectively communicate and interact with potential students, students, alumni, community members 4.  Modernize customer service, communication, and PR 5.  Encourage real-time news and fresh flow of information
20. University Social Media Policy •  Visit http://bit.ly/CUSMPolicy to review
21. Questions
22. Sheri Lehman Interactive Marketing Specialist Sheri Lehman develops and executes institutional interactive marketing initiatives to provide a personal, engaging, and transparent experience with students, future students, faculty, staff, and community members. Sheri manages the social media accounts for Chapman University. She creates copy and content, monitors interactions, and responds to the online community on Facebook, Twitter, Google+, Pinterest, Foursquare, and Instagram. Sheri contributes to the official Chapman YouTube Channel managed by Panther Productions. She co-authored Chapman University’s first social media policy with the VP of Strategic Marketing and Communications, emphasizing best practices and standards. Sheri frequently presents higher education social media workshops and best practices trainings. Presentations include Chapman University Staff Summit Week, SHARE 2012, FTV 370 Internet Communications (undergraduate course), and Alliance for Community Media national Conference in Chicago, IL. Sheri is scheduled to present a poster presentation this fall at the Higher Ed Web Conference in Milwaukee.