SOCIAL MEDIA & RELIGION Introduction & Global Case Studies www.SocialMedia.ie Image  -­‐  h)p://annmariehoyt.com  

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SOCIAL MEDIA & RELIGION

In this presentation SocialMedia.ie will look at case studies of how religious institutions are using social media to communicate. Modern communication must use social media to reach audiences where they are congregrated online. This is especially true for younger audiences. Billions of people worldwide can be reached online in social networks and platforms like– -  Blogs -  Facebook -  Twitter -  Instagram -  YouTube -  LinkedIn

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BENEFITS OF SOCIAL MEDIA

Reach the population at large Best community communications channel Add social functionality to websites Interactive and engaging Immediate response Inexpensive targeted advertising Best Return on Investment

SOCIAL MEDIA REVOLUTION

#Socialnomics 2015 by Erik Qualman - https://www.youtube.com/watch?v=jottDMuLesU

Social media is about people having online & offline open conversations utilising user-generated content (UGC). Social media includes all the interconnected devices and can take many different forms including social networks, Internet forums, blogs, micro-blogs, wikis, podcasts, digital photos & videos, customer ratings and social bookmarking, games and more.

WHAT IS SOCIAL MEDIA?

Users today Facebook - 1.3 bn users

Twitter – 300 m users

LinkedIn – 380 m users

Instagram – 350 m users

Activities Each Day 500 million tweets per day 4 billion videos are viewed on YouTube (that's 46,296 per second) 60 million photos are uploaded on Instagram

SOCIAL MEDIA STATS

2 Oct 2014 - By Mary Catherine Wellons Connector.ie © 2015 All Rights Reserved

•  70% of searches on Google are made on mobile devices

•  Explosion in demand for smartphones and tablets with over 1 billion Smartphones in use

•  Connected devices expected to jump to 50 billion by 2022

•  Are you mobile ready?

EMBRACE MOBILE CONSUMERS

RESPONSIVE WEB SITES

SHAREABLE WEBSITE / BLOG CONTENT

SETTING UP A FACEBOOK BUSINESS PAGE

•  Followers •  RT (RE Tweets) •  DM (Direct Message) •  @username •  # Hashtags •  Shortened URLS

TWITTER - THE BASICS

                 

   •  An RT is when someone shares a Tweet that

someone else has posted so that their followers can see it.

•  To ReTweet someone hover your mouse over the Tweet

•  Click the ReTweet link.

•  You will be prompted to confirm that you want to ReTweet.

TWITTER - THE RETWEET

                 

   •  Use @username to talk to someone. Eg.

@ghook Who will win the game on Saturday?

•  Use the @username to tag someone in your tweets.

•  Eg. Having a great time talking to @rtenews about Christmas

•  Eg. Reading a great story by @username in the @username magazine

TWITTER - @

#THEDRESS

#DAFFODILDAY 2015

TWITTER CARDS

h)p://contentplan.co/blogging-­‐cool-­‐tool-­‐of-­‐the-­‐week-­‐twi)er-­‐cards/  

HOOTSUITE DASHBORD

Influencers start these conversations or ensure conversations continue They influence trends and can increase the popularity of a topic of conversation – positively or negatively You need to know your top 10 market influencers

INFLUENCER MARKETING

SOCIAL INFLUENCE

LINKEDIN PROFILES

LINKEDIN ORGANISATION PAGES

       

   

INSTAGRAM PROFILES

       

   

YOUTUBE PROFILES

Influencers Online Endorsements Mobile Advertising RTB

Display Advertising Social Marketing Search Engine Marketing

Video Ads Remarketing Programmatic Buying

Display Advertising Social Marketing Search Engine Marketing

RTB Influencers Online Endorsements Mobile Advertising

Programmatic Buying Remarketing Video Ads

INVEST IN ONLINE ADS

SOCIAL MEDIA POLICY

- Guidelines

- Content Management

- Content Strategy & Calendars

- Tone of Voice

- Do’s and Don’ts

- Dedicated Admins & Account Managers - Crisis Management Protocols

•  Do share interesting info, especially quality content •  Do be timely. Respond to messages quickly •  Do have a clear audience in mind and write about what they

interested in •  Do always educate - what do you want to reader to do or feel

after reading your article? Do think about them, not about you •  When commenting on articles, do keep it short and to the point

SOCIAL MEDIA DO’S

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•  Don’t talk too much. Listen. Be responsive & help others •  Don't let problems fester •  Don't be boring. Keep it short •  Don't get into big arguments on social media •  Don't say anything on social media you wouldn't say face to

face •  Don’t overdo the sales pitches

SOCIAL MEDIA DON’TS

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POPE FRANCIS

Pope Francis has made it clear that he does not want his trip to Washington D.C., Philadelphia, and New York City to look like a tour for East Coast elites. •  He wants his message of hope and inclusiveness to come

through, especially to the younger generation, and his team is using social media to do that.

•  In preparation for the trip a number of social media-focused agencies and software providers are engaged to help spread the good word.

•  The campaign includes hashtags (#PopeisHope and #GoodisWinning) and “Popemojis,” or cartoons that depict the Pope visiting famous tourist attractions, crowdsurfing, and taking selfies with fans.

source: http://fortune.com/2015/09/15/pope-francis-social-media/

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POPE FRANCIS

The Result

•  The efforts will go beyond a simple campaign to make noise on social media.

•  Various insights can be gathered from the social media and delivered to the Catholic Church, so it can better understand what matters to young people and how to engage with them.

•  In just four days, more than 30,000 people have downloaded the Popemoji keyboard and send 235,000 Popemojis.

 

source: http://fortune.com/2015/09/15/pope-francis-social-media/

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COMMUNITY BIBLE CHURCH

Community Bible Church in San Antonio, Texas has a dedicated Social Media Pastor, the first church to use one such post and title. The church has recently launched a new version of their Internet Campus that has 30-minute messages delivered just for their Internet Campus. The church is located in Tipp City, Ohio that celebrated their 50th year anniversary in 2012 in a grand way.

source: http://ggfusa.org/community-bible-church-tipp-city-ohio-2/

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COMMUNITY BIBLE CHURCH

The Result •  In December of 2013 the Community Bible Church decided

to make the huge leap into the technology age and launched their first social media campaign.

•  They now have Facebook, Twitter, and Instagram accounts where they post regular updates.

•  The biggest change has been the YouTube page. The church purchased a mid-range HD video camera and have begun recording the weekly services.

source: http://ggfusa.org/community-bible-church-tipp-city-ohio-2/

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GATEWAY CHURCH

Gateway Church is located in Southlake, Texas. •  Gateway's recent purchase of the Table Project (a

Christian social network platform) http://tableproject.org is a hint of their strategy to more deeply integrate social media with spiritual life.

•  They are using social media wisely to reach out to audiences globally.

•  They have strong engagement on Facebook, Twitter, and Instagram. As a result volunteer numbers at Gateway increased exponentially.

•  The Gateway Church started a campaign to spread the message that it isn’t just about giving finances, it’s about giving yourself.

source: http://gatewaypeople.com/ministries/life/announcement/2015/03/24/bless-a-life

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GATEWAY CHURCH

The Result

•  Through the campaign the church successfully reached out the message that people bless lives when they serve at Gateway, and they can also be a blessing by serving people outside the church.

•  Even though The Blessed Life series is over, people continue to Bless A Life — a campaign to bless the people in communities and daily lives.

•  Numerous stories on Bless A Life were shared by people on social media tagging the church

•  The hashtag #blessalife also became very popular

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ELEVATION CHURCH

Steven Furtick and Elevation Church have quickly become one of the fastest growing churches in the United States.

•  Part of this, certainly, is due to his charisma and candor; the other part is his understanding of technology, especially social media.

•  One of the realms Elevation Church does well in comes from utilising its Social Media resources.

•  Elevation Church has many blogs, Facebook, and Twitter accounts associated with its ministry, some of which come from eKidz, the children’s ministry.

•  The goal for families who connect with the church through social media is simple – they want them to be empowered and resourced to begin taking steps to lead their kids in faith.

source: http://roar.pro/great-examples-of-churches-doing-social-media-ekidz-at-elevation-church/

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ELEVATION CHURCH

The Result •  The Elevation Church is using social media very

effectively

•  Furtick has an impressive 214,000 Twitter followers

•  The official Twitter profile of Elevation Church has a very respectable 62,000 followers

•  The regular engagement of the church though social media helped to reach those numbers, and enhanced scope of ministry that they have.

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HARVEST BIBLE CHAPEL

Although an older pastor, James MacDonald has certainly embraced the social media age. •  Both the church and Macdonald have impressive

websites, easy connection to Facebook, YouTube, Twitter, and even Instagram.

•  The Harvest Bible Chapel is connected to all types of technology to reach out to a larger audience and spread the words of Christianity.

•  They share encouraging verses, preaching of Jesus, images, videos and more.

source: http://www.harvestwestolive.org/stay-connected.html

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HARVEST BIBLE CHAPEL

The Result •  Harvest Bible Chapel use digital media wisely.

•  Besides having great website they also have Facebook, YouTube, Twitter, and even Instagram, where they are very active.

•  They utilise all of their social media platform, and the results are fantastic

•  The pastor has one of the top Christian radio programs, Walk in the Word, and has connections with many other pastors throughout the country.

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#PRAYITFORWARD CAMPAIGN

•  Collectively, a hashtag campaign called “#PrayItForward” to reach the church and a base of more than two million followers worldwide.

. •  The idea was to connect with Christians seeking the grace

of God and tailor a social media campaign to encourage individuals to respond with how they performed random acts of kindness through prayer within their communities.

•  To create an online environment to share the prayers – devotions that are usually kept in silence – across the digital landscape helping people to see the goodness that is trending across the web.

•  #PrayItForward brought together a robust, unifying experience for online Christians helping to spread the message of hope through topics of missions, today’s public leaders, and personal needs of jobs, healing and relationships.

source: http://thesocialmediamonthly.com/churches-are-hip-in-keeping-up-with-online-hashtag-campaigns/

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#PRAYITFORWARD CAMPAIGN

The Result •  Launched on Facebook, Twitter and Google Plus, the

online community created a conversation that united individuals, who shared a common cause, to a global ministry reaching 12.4 million social media users.

•  To date, the campaign has reached over 4 million people and has received more than 185,000 likes, shares and posts on Facebook and Twitter.

•  Through a concerted effort, statistics from the social media campaign indicated that thousands of people from 171 countries responded to the prayer-themed content being generated from posts that expressed individual needs and prayer for others.

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HILLSONG CHURCH

•  Hillsong Church descended on New York City's Times Square to declare the name of Jesus before thousands of onlookers.

•  Instead of flashing the usual ads, news reports or the day's market results, 21 digital screens played for an hour a looped video comprised of just a few frames flashing repeatedly: "Jesus" and "No Other Name.“

•  At least 400 people from Hillsong NYC church joined in the night-time campaign at Times Square, one of the world's most sought out tourist destinations.

•  Times Square, located between 7th Avenue and Broadway from 42nd and 47th Streets, is trafficked by an average of 360,000 pedestrians every day, many of them out-of-towners.

source: http://hillsongchurchwatch.com/2014/08/17/why-replace-jesus-with-hillsong-in-their-no-other-name-campaign/

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HILLSONG CHURCH

The Result •  Tens and thousands of passer-by stopped as they grew

curious over seeing "Jesus ... No Other Name" light up the night sky.

•  Hillsong Church was founded in 1983 by Pastors Brian and Bobbie Houston and welcomes about 30,000 worshipers every weekend at 11 campuses scattered around the world, with its 12th congregation launching May 11 in Los Angeles. This campaign led many more to follow the Church preaching.

•  The slogan backdrop became so popular that it was marketed everywhere at the Hillsong Conference

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“BECAUSE HE LIVES” CAMPAIGN

•  In 2015 “Because He Lives” Easter campaign was launched the goal to reach millions through social media concerning the Lord.

•  The Church used a YouTube video, visitors’ centre displays, member and missionary tools, and online paid promotion on hundreds of Internet sites.

•  “Because He Lives” content was posted daily on Mormon.org social media pages (Facebook, Twitter, and Google+) from Saturday, March 28, through Easter Sunday, April 5.

•  The Internet and social media provided easy ways for members to do missionary work.

•  The Church also launched a website, HeLives.mormon.org, which featured the “Because He Lives” video.

source: https://www.lds.org/church/news/because-he-lives-campaign-has-been-very-successful?lang=eng

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“BECAUSE HE LIVES” CAMPAIGN

The Result

•  On Easter Sunday, the initiative was showcased on the masthead of YouTube’s home page in nine countries (United States, Canada, Mexico, Argentina, Chile, Colombia, Brazil, Japan, and Italy), reaching 329 million people that day alone.

•  During Easter initiative, official posts from Church social media properties were shared over 760,000 times.

•  Missionaries found this initiative very helpful in finding new people to teach.

source: https://www.lds.org/church/news/because-he-lives-campaign-has-been-very-successful?lang=eng

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#SHARE THE GIFT CAMPAIGN

The Result The campaign urged people to: •  Share the video

•  Take a picture of them self with the campaign sign, telling how you commit to share God's gift of His Son

•  Share a story of a time you felt the love of God at Christmas time.

•  As a result, thousands of people shared the video through their social media channels

•  The hashtag was widely popular and used by millions in Twitter

source: http://www.ldsliving.com/Church-Launches-New-Christmas-Media-Campaign/s/77435

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MARS HILL SEATTLE

Mars Hill is part of a movement of "emerging churches" struggling to keep Christian faith relevant in the postmodern world.

•  They typically meet in non-traditional locations (coffee shops, concert venues, living rooms), delivering sermons through rock music, and connect to their congregants via Facebook and Twitter accounts.

•  In 2006 Mars Hill Shoreline becomes the first video campus & Mars Hill becomes a multi-site church.

•  Through social media the church has reached to a huge global audience spreading the goodness of Christianity.

source: https://bitchmedia.org/article/life-on-mars-hill

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MARS HILL SEATTLE

The Result

Beyond the sometimes polarizingly, yet magnetic personality of teaching pastor Mark Driscoll (@pastormark), the church has a very sizeable audience engagement through social media:

•  church's blend of pop culture and strict Calvinist doctrine, which is reflected through their social media posts, allows congregants to occupy a unique, rebellious niche between middle-aged conservative Christians and their secular liberal contemporaries

•  The church not only uses Facebook and Twitter, but also podcasting, Instagram, Pinterest, and YouTube to reach out to the mass.

•  The private church-based social network The City (http://www.onthecity.org) traces its origins to Mars Hill

•  SocialmMediaExaminer.com •  Allfacebook.com •  Marismith.com •  Jonloomer.com •  Insidefacebook.com •  Mashable.com •  Techcrunch.com •  thenextweb.com •  Facebook.com/marketing •  Facebook.com/business

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Award winning digital marketer with vast experience as a strategic planner, university lecturer, trainer and mentor in digital, social and mobile marketing. He has worked with brands like Sony Mobile, Huawei, NUI Maynooth, Allianz GAA and Bord Bia. Conor has 17 years online marketing experience and won Irish Internet Association's 'Best Use of Social Media' in 2011 and voted the iia ‘Internet Marketer of the Year 2005’ while Online Marketing Manager for RaboDirect.

Full CV: https://ie.linkedin.com/in/conorlynch

CONOR  LYNCH  

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