Justin Wise is a digital communications expert focused on helping people think differently about their online communication efforts. He is a founding partner of SOME Company, a social marketing agency.
Social media success is not…
- Measuring retweets. It’s part of the equation, but not the end game.
- Measuring how much engagement you get. It’s easy to measure, but it doesn’t always tell us much.
Justin’s Think Digital Methodology (Bottom up pyramid)
- Your Big Idea –> Content Strategy –> Email Strategy –> Social Strategy
- Your big idea is what gets you up in the morning. For a church it’s not just “spreading the gospel.” It needs to be more specific for your local context. Base of the pyramid.
- Content strategy is your big idea in online content.
- Email strategy is driving people to desired outcomes of big idea. It’s the number one way to get people to do what you want them to do.
- Social media strategy is the way to connect with people who share your big idea and a byproduct of the other steps. Social media is not where you start. It’s the small tip of the pyramid.
The goal of any social media strategy is to build a bigger online audience and influence them to take action.
Social Media Marketing Cycle: Awareness – Engagement – Commit – Evangelism (it’s circular)
- Numbers matter. Geography doesn’t. Your church can build your tribe with people around the world.
- How do you engage? Create better stuff. More compelling content. You do that by knowing your audience and what they want. Fishing analogy…we throw out bait our fish won’t eat.
- Take a reader survey. How did you find us? What do you like most about what we do? How do you follow us? Anything else you want to tell us? You need to know your audience.
- Justin’s weekly schedule (all based on audience research): 3 blog posts, 84 tweets, 30-minute podcast and 2 eblasts
- Sunday morning is your church content factory.
- Your pastor will know what resonates well with your congregation. Use that to build content.
- Content piece = a relational contact point
- Each contact point = an opportunity for trust (inconsistency kills trust)
- Social media effectiveness starts with trust, trust build loyalty, loyalty build results.
- Provide opportunities for your community to commit to doing something.
- Your call to action = what’s in it for me the reader
- People are selfish. They want something out of it.
- People will become raving fans. People will start raising awareness for you.