Post on 21-Mar-2017
PRESENTER
Peter Frank Senior Marketing Manager, Concordia Publishing Housepeter.frank@cph.org(314) 268-1408(800) 325-2399
Complete Guide to Planning Online Communications for Your Church 2
ONLINE COMMUNICATION
What does this mean?
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INTRODUCTION
Busier lives
Communication preferences
Necessary to adapt
New opportunities
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INTRODUCTION (. . . CONTINUED)
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GOALS PERSONAS JOURNEY MESSAGING
INTRODUCTION (. . . CONTINUED)
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CHANNELSThe different
mediums used for
communication
FRAMEWORKThe direction
each medium sends
audiencesCAMPAIGNSThe combined strategy for
communication events
GOALS. . . are very good things to have.
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COMMUNICATION GOALS
A goal is a specific, desirable result that has not yet been achieved (think SMART).Specific, Measurable, Achievable, Relevant, and Timely
A process is something that should be a standard operating procedure within your
church. Complete Guide to Planning Online Communications for Your Church 8
GOALS
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CHURCH GOALS
Flows from Great Commission
Introduce new ministries
Reach specific audiences
Change member habits
COMMUNICATION GOALS
Establishing processes
Improving processesImplementing new
channelsIncreasing activities
PERSONASUnderstanding your audience.
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PERSONAS
Recipient of goal results
Fictional representation of audience
Shape how you communicate
May change your tactics
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PERSONAS ASSIGNMENT
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Every person in your congregation should be able to be easily assigned to a persona.
GENERAL
The personas should accurately describe how to communicate with those individual members.
SPECIFIC
PERSONA PROFILES
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MILLENNIAL MELODYMelody is a single 25-year-old who was actively involved in youth group as a teen and is trying to regain a connection to the church as an adult.
FORTY-ISH FREDFred is a 42-year-old father whose schedule revolves around kids and work. It’s a struggle to get him involved in much outside worship.
OLDER ADULT ALICEAlice is 72 years old and is just starting to admit she needs assistance with her health. She’s fearful of losing her independence.
JOURNEY MAPHow to get people to where you want them to
go.
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JOURNEY MAP
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An action on the journey map is a specific activity taken by an individual, not the
church.
A stage is the location on the journey map where the individual resides after taking an
action.
JOURNEY MAP
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ATTENDEDFELLOWSHIP
EVENT
ATTENDEDWORSHIP
FIRST TIME
ATTENDEDBIBLE STUDY
STARTEDNEW
MEMBER CLASS
BECAMECONFIRMED
MEMBER
ATTENDEDWORSHIP
REGULARLY
ATTENDEDBIBLE STUDYREGULARLY
PROSPECT VISITOR POTENTIAL MEMBER
PRE-MEMBER
NEWMEMBER
ENGAGED MEMBER
MESSAGINGAlways knowing what to say.
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MESSAGING
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Message maps show the connection between ministry goals and individual
messages.
Content mapping provides personal content at individual stages of the journey map.
MESSAGE MAP
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Mission Statement
Goal # 1
Goal # 2
Goal # 3
Goal # 4
CONTENT MAPPING
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ATTENDEDFELLOWSHIP
EVENT
ATTENDEDWORSHIP
FIRST TIME
ATTENDEDBIBLE STUDY
STARTEDNEW
MEMBER CLASS
BECAMECONFIRMED
MEMBER
ATTENDEDWORSHIP
REGULARLY
ATTENDEDBIBLE STUDYREGULARLY
PROSPECT VISITORPOTENTIAL MEMBER
PRE-MEMBER
NEWMEMBER
ENGAGED MEMBER
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CHANNELSWhich streams will you swim in?
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CHANNELS
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WEBSITE BLOG EMAIL
SOCIAL SEARCH PAID
WEBSITE
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• Home base of all online communication
• Only channel where the church can control the environment
• Must be optimized for mobile
• Must contain timely, relevant content that focuses on the goals of the viewer
BLOG
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• Collection of practical, shareable content to achieve ministry goals
• Posts can be tailored for specific audiences or specific goals
• Provides useful support for all other channels
• Must be timely and will be time-consuming
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• Still one of the most effective communication methods
• Often preferred due to its non-immediate nature
• Best when personal and optimized for mobile viewing
• Should always encourage next step (call-to-action)
SOCIAL
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Largest available audience. Focus on sharing relevant content.
Quickest growing audience. Focus on sharing photos and experiences.
Struggling to maintain its purpose. Focus on short, timely notices.
Professional network with little social side. Focus on connections.
Digital scrapbooking with minimal social element. Focus on creativity.
Rising social network popular among youth. Focus on stories.
SNAPCHAT
SEARCH
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• Keeps the focus on the most important channel: your website
• Most engaged audience, and is essentially free
• Search engine optimization (SEO) is frequently changing
• Should lead visitors exactly where they need to go
PAID ADVERTISING
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FACEBOOK ADSTarget individuals
TWITTER ADSTarget followers
GOOGLE ADWORDSPaid search
• Targets uses based on intent, interests, or identification
• Self-managed PPC budgeting
• Ideal for drawing in a new, yet targeted, audience
• Steep learning curve that requires regular monitoring
FRAMEWORKBuilding communication in the right order.
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FRAMEWORK
Emphasizes the journey map
Downplays any one channel
Gives each channel a purpose
Gives each message direction
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CONTENT FRAMEWORK
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MEDIA EMPIRE
CORRESPONDENCE Blog and emails
HOME BASE
CONVERSIONS Website
OUTPOSTS CONVERSATIONSSocial, search, and paid
CAMPAIGNSNot just for election years.
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CAMPAIGNS
Templated tactics for consistency
Familiar movement for audience
Specific goal for each campaign
Unique message by person by stage
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CAMPAIGN TYPES
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ATTENDEDFELLOWSHIP
EVENT
ATTENDEDWORSHIP
FIRST TIME
ATTENDEDBIBLE STUDY
STARTEDNEW
MEMBER CLASS
BECAMECONFIRMED
MEMBER
ATTENDEDWORSHIP
REGULARLY
ATTENDEDBIBLE STUDYREGULARLY
PROSPECT VISITORPOTENTIAL MEMBER
PRE-MEMBER
NEWMEMBER
ENGAGED MEMBER
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
EXAMPLE CAMPAIGN
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OUTPOSTS
MEDIA EMPIRE
HOME BASE
WEBSITEBLOG EMAILSEARCH PPC
SUMMARYPulling it all together.
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ONLINE COMMUNICATION PLAN
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Write it out
Train your staff
Stick with it
Adjust as you learn
CONCLUSION
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Questions?
BLOG
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