The New Communications in

the Church

Video Grassroots

BXVI message The new technologies are not only changing the way we communicate, but communication itself, so much so that it could be said that we are living through a period of vast cultural transformation. This means of spreading information and knowledge is giving birth to a new way of learning and thinking, with unprecedented opportunities for establishing relationships and building fellowship.

BXVI message In the digital world, transmitting information increasingly means making it known within a social network where knowledge is shared in the context of personal exchanges. The clear distinction between the producer and consumer of information is relativized and communication appears not only as an exchange of data, but also as a form of sharing. This dynamic has contributed to a new appreciation of communication itself, which is seen first of all as dialogue, exchange, solidarity and the creation of positive relations.

BXVI message •  The task of witnessing to the Gospel in the digital era calls

for everyone to be particularly attentive to the aspects of that message which can challenge some of the ways of thinking typical of the web. -  The truth does not derive its worth from its

“popularity”. -  We must make it known in its integrity. -  The Gospel demands to be incarnated in the real

world and linked to the real faces -  Direct human relations always remain fundamental for

the transmission of the faith!

BXVI message •  I invite young people above all to make good use of their

presence in the digital world. I repeat my invitation to them for the next World Youth Day in Madrid, where the new technologies are contributing greatly to the preparations.

Network thinking

Communications Organization

Universal vision Decentralized coverage

Centered on people

The Church: connected community

Obstacles Uncertainty. Doubts about the level of participation at the event and the identity of the participants. The incorporation of social networks is sometimes found with some suspicion caused by the ‘unnecessary risk’ that means using them. The limited duration, it must also be taken into account when building a community that by definition, requires time for training and consolidation. The complexity related to its organizational structure that can be accentuated if it is an international event in which converge different cultures and languages. This could result in a lack of connection between participants and diversity. The network structure collides with strongly hierarchical structures or the ones that are less open to the public. Another difficulty which may clash with the integration of network structures in complex organizations is the strong fragmentation.

ELEMMENTS OF THE COMMUNITY

Identity

Mundial Solidaridad Cristo Respuestas

Alegría Compartir

Experiencias Soñar Comunicar

Historia Juventud

Objetives vs Projects

Proyects •  Looking to the future

Objetives •  Feasible, specific, measurable, time

limited

We are more!

Roma

Fuente: wikipedia

Diocesan Celebrations on Palm Sunday 1985

Buenos Aires, Argentina 1987 1.000.000

Santiago de Compostela, España 1989 500.000

Cz!stochowa, Polonia 1991 1.600.000

Denver, Estados Unidos 1993 500.000

Manila, Filipinas 1995 5.000.000

París, Francia 1997 1.200.000

Roma, Italia 2000 3.000.000

Toronto, Canadá 2002 800.000

Colonia, Alemania 2005 2.530.000

Sídney, Australia 2008 500.000

Madrid, España 2011 2.000.000

Facilitate organizational success Optimize the experience of the participants

Seize a historic opportunity to show the Church

Objectives Registrations Volunteers Partnership

Messages 1.   A party to which the Pope invites

more than a million young people around the world and is held in Madrid from 16 to 21 August 2011.

a) Young people from 173 countries. Capital of the young world. b) A meeting open to all, free, without distinction of race, religion or social status (solidarity fund which will facilitate travel to more than 3000 children). c) Concerts, plays, musicals, recitals, exhibitions. d) Consider the meaning of life, a meeting place with God. A solid foundation in front of the disorientation, the uprooting. The community of people who share the faith and the meaning of life.

Messages 2. A proposal for young people to build together / participate in building society for the future. a) Convinced that a better world is possible. b) Investing in youth is investing in the future. c) Young people want to be protagonists of their future. d) A 2.0 proposal. Generating Hope: Solidarity, dialogue, truth, austerity, collaboration, real freedom, courage, ecological. Centered on the dignity of the people, peace, transparency, simplicity.

Messages 3. A meeting of Faith that has the backing of Spanish society. a) WYD is self-financing with the contribution of young people and with different sponsors. b) Participation of society: thousands of people of all ages, sensibilities contribute their time, money ... (Volunteers 80%, a breeze), companies of all sizes. c) Governments provide essential collaboration in providing essential services for such major events. d) People all over the world come to Spain voluntarily to cooperate with the organization. e) All sensitivities of the church are helping with all their strength. f) 85 million economic boost for Spain and a dose even more important moral boost / mood. g) An historic opportunity. Spain was eager to be in one like this: Put Spain on the map. A showcase for the Spanish situation the whole world. Our Olympics.

Technology & People

The structure

Coordination and Social Networks Team 65   people,   21   languages,   coordinated,  translated   and   broadcasted   through   the  official   profiles,   all   the   details   of   WYD  Madrid11.    o  Volunteers  (+90%).  o  InternaGonal  profile  (30  countries).  o  SD  weekly  meeGng.  o  Weekly  meeGng  staff.  o  Strategic  plan  and  agenda.  o  Mailing  List.  o  M2k11:  Internal  social  network  (No).

The People: Key of the WYD

o  People who talk to people o  Real communities. o  internal Communication o  Volunteers key networks in WYD

o  Online coverage of all events. o  2.0 zone for the main events. o  Trending topic internationally. o  Mobile application. o  Own social network. o  Social aggregator.

Tools

The process: ���Commitment pyramid

Connection Conversation Knowledge Influence

Exponential growth

•  Create identity and seek members for the Community. •  Definition of a communication plan for social networks,

which detailed a SWOT analysis to account for the initial positioning, objectives, channels, messages and work methodology.

•  Definition of the team.

Connection Conversation Knowledge Influence

•  We start talking •  One way to start the conversation is by the localization of

allies. •  At this stage the work of maintaining the network and the

conversations are fundamental. •  In this line, members of the community of WYD were

offered numerous activities to participate and express their creativity.

Connection Conversation Knowledge Influence

Participation level

•  At this stage the community is structured and is posible to get a deeper knowledge of each of the members.

•  Community members actively participate in decisions of the organization, choosing the elements that made up the pack that was given to attendees, the music that would sound in the events and the names of some initiatives, the type of activities they would like to do on social networks, etc…

Connection Conversation Knowledge Influence

•  The objective at this stage should be to get users to be willing to promote the event or institution.

•  The community at this stage reaches a high level of commitment, members organize their own activities.

•  Social networks are an ideal channel for joint mobilization online and offline actions.

Connection Conversation Knowledge Influence

2.0 Bus

Commitment evolution

0

100000

200000

300000

400000

500000

600000

Dic 2009 Jun 2010 Dic 2010 Jun 2011 Dic 2011

Conexión Conversación Conocimiento Influencia

Content o  Information regarding progress o  Key information. o  What did people to come. o  Why people would come. o  Previous testimony. o  What do you have to do to participate. o  Madrid11 Live o  Madrid11 News o  Fresh  Content  for  Social  Networks  (348) o  Interviews o  Contests o  Local tone in the message

Hacerlos protagonistas

o  Carrying the message of WYD, taking to the streets and the heart of universities and colleges.

o  Conveying a positive, clear and relevant message.

o  Promoting WYD through the participation of thousands of university students in solidarity activities.

o  Developing the encounter in social networks. o  In a direct way, over 5,000 students from

throughout Spain participated in some WYD promotional activity.

Mobilization

Casting

Results

CONCLUSIONS

PROVIDING INTERESTING AND RELEVANT-TO-INDIVIDUALS CONTENT

THE MESSAGE IS NOT YOU, IS THE CONVERSATION, HUB

RELINQUISHING CONTROL

SOLIDARITY: THE LOGIC OF FREE GIFT

TRUST: TEAMWORK (PLURALITY AND COMMUNION)

DECENTRALIZATION

HAVE A PLAN

INTERNAL COMMUNICATIONS

INVEST IN PEOPLE

LISTEN

THE IMPORTANCE OF DIRECT COMMUNICATION

¡Thank you!