Learning to set realistic social media objectives that are ...
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Setting Media Objectives Learning to set realistic social media objectives that are aligned with your organizational mission.
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Setting Media ObjectivesLearning to set realistic social media objectives that are aligned with your organizational mission.
Hello!I am Katie Allred
Professor of Marketing, Digital Media, and
Software Development at the University of Mobilein Mobile, Alabama.
You can find me at ChurchCommunications.comTweet me @katiejallred
How many of youare using social media
for your ministry?
How’s it going?
OR
Has it brought you results?
Do you know how to measure results?
How many of youare passionate aboutsharing the gospel?
Social mediais a conversation
and not a billboard.
What platforms are you on?
You don’t have to be on all of them!
✘ Pick one and dig in,✘ Conquer that platform,✘ And then pick up another platform!
But how do you pick a platform?
ASK!
The 4E Framework for Digital Marketing
Excite the Customer
Offer must be relevant to its targeted follower.
Relevancy can be achieved by providing personalized offers.
Educate the FollowersGolden opportunity:
Educate about your organization's value proposition and communicate offered benefits.
Experience the Organization
Provide vivid information about your organization.
Simulate real experiences.
Engage the FollowersAction, loyalty, and
commitment.
Positively engaged users lead to more conversions.
Engagement can also backfire.
The Wheel of Social Media Engagement
The Information Effect
Outcome in which relevant information is spread by organizations or individuals to other members of the social network.
The Connected Effect
Outcome that satisfies humans’ innate need to connect with other people.
The Network Effect
Outcome in which every post is spread instantaneously across social media.
The Timeliness Effect
Organizations must engage with the customer at the right place and time.
The Dynamic Effect
Information is exchanged to network participants through back-and-forth communications.
Examines how people flow in and out of networked communities as their interests change.
Going Mobile and Social
Need for “Me Time”Need to SocializeNeed to Shop (showrooming)Need to AccomplishNeed to PrepareNeed to DiscoverNeed to Self-Express
How Do Firms Engage Their Customers?
Listen
Sentiment analysis:•Attitudes•Preferences
Listening helps determinedigital marketing objectives and strategies.
Analyze(Using Marketing Analytics)
Hits
Page views
Bounce rate
Click paths
Conversion rate
Keyword analysis
Setting GoalsWhat are your ministry goals?
SMART Goal – Specific
1.Who: Who is involved in this goal?2.What: What do I want to accomplish?3.Where: Where is this goal to be achieved?4.When: When do I want to achieve this goal?5.Why: Why do I want to achieve this goal?
For example, a general goal would be “I want to get in shape.” A more specific goal would be “I want to obtain a gym membership at my local community center and work out four days a week to be healthier.”
SMART Goal – Measurable
To make a goal measurable, ask yourself:
● How many/much?● How do I know if I have reached my goal?● What is my indicator of progress?
For example, building on the specific goal above: I want to obtain a gym membership at my local community center and work out four days a week to be healthier. Every week, I will aim to lose one pound of body fat.
SMART Goal – Achievable
A SMART goal must be achievable and attainable. This will help you figure out ways you can realize that goal and work towards it. The achievability of the goal should be stretched to make you feel challenged, but defined well enough that you can actually achieve it. Ask yourself:
● Do I have the resources and capabilities to achieve the goal? If not, what am I missing?
● Have others done it successfully before?
SMART Goal – Realistic
A SMART goal must be achievable and attainable. This will help you figure out ways you can realize that goal and work towards it. The achievability of the goal should be stretched to make you feel challenged, but defined well enough that you can actually achieve it. Ask yourself:
● Do I have the resources and capabilities to achieve the goal? If not, what am I missing?
● Have others done it successfully before?
SMART Goal – Timely
Ask yourself:
● Does my goal have a deadline?● By when do you want to achieve your goal?
For example, building on the goal above: On August 1, I will obtain a gym membership at my local community center. In order to be healthier, I will work out four days a week. Every week, I will aim to lose one pound of body fat. By the end of August, I will have realized my goal if I lose four pounds of fat over the course of the month.
The Importance of SMART Goal Setting
Often, individuals or businesses will set themselves up for failure by setting general and unrealistic goals such as “I want to be the best at X.” This goal is vague with no sense of direction.
SMART goals set you up for success by making it specific, measurable, achievable, realistic, and timely. The SMART method helps push you further, gives you a sense of direction, and helps you organize and reach your goals
Smart Insights RACE Planning modelREACH: This stage is focused on the top of your funnel. Its aim is to increase brand awareness and visits to the company websites, apps and social network sites.ACT: This stage is focused on increasing the number of visitors who interact with your content and who then convert into leads.CONVERT: This stage focuses on increasing conversion rates from leads to sales.ENGAGE: This stage is focused on increasing long-term customer engagement and loyalty leading to repeat sales and advocacy.
Why should I do this?
Many faith-based organizations don’t have a strategic approach to content marketing. This results in a lack of clarity around both the goals and KPIs that the plan is trying to achieve. If you’re unsure of either of these elements, it’s impossible to know if your content marketing plan is on track or not. This template helps to solve that. You will plan specific objectives and KPIs structured around the Seeker Journey. This template makes objectives actionable by defining strategies to help you reach these objectives.You can modify the template to suit your needs.
Vanity MetricsTracking those metrics can give you the false impression that you're taking your ministry to the next level (when you're really not doing so).IE: Follower count
DefinitionsEngagementMeasures the public shares, likes and comments for an online business' social media efforts.
ExampleBy Q1, we will reach 2,000 followers on Facebook and 2,500 on our Instagram.
By Q2, we will have an average of 20% of our followers engaging in our content.
By Q3, our content will have XX% of organic reach per post.
How to use...
Work through each row for the different parts of the Seeker Journey. For each row, define objectives and detailed KPIs that will show how effective your strategies are.
This template builds on what we completed in Step 1. You will see an example below for reference.
STRATEGY & DEPLOYMENT PLANNING TEMPLATESeeker Journey Media Objectives Strategies to Achieve Objectives Internal management or partner
management Key Performance Indicators
AwarenessWhat problem(s) has my persona realized in his or her life?
ConsiderationWhat solution(s) is my Persona looking for?
DecisionHow has my Persona defined his or her solution?
DiscipleshipWhat questions are my Persona asking about Jesus?
First step! Review your current content
A SWOT analysis of your current content marketing efforts is an essential part of creating your plan. It allows you to create a plan of action based not on what you’re interested in doing or on your gut-feel, but what you need to do given the situation in the marketplace.
How to Use Template
First, select 3-4 major internal strategic strengths and weaknesses in your current content marketing efforts.
How to Use Template
In these two boxes you want to identify what’s workingwell and what weaknesses you have. If you have yetto begin content marketing for your ministry, you canstill complete this. For example, one of your strengthsmay be expertise in a topic your target audience isextremely interested in, and a weakness could be alack of a dedicated resource to begin producing thatcontent for you.
Strengths/Weaknesses
Second SWOT step!
Next, you identify both the opportunities and threats that canapply to anyone working within your market.
How to Use Template
In our example, the addition of paid social media distribution is an opportunity. It can be used to further promote our content plus it’s less competitive (and costly) than Adwords.On the other end of the spectrum there is a potential threat to our successful whitepaper strategy. Competitors caneasily replicate this, as its success is heavily reliant on well-optimised Adwords campaigns.
Opportunities/Threats
Now you’ve completed the SWOT analysis of your current content marketing efforts it’s time to use that information to create an actionable plan. This actionable plan should be based upon the strengths and weaknesses you’ve identified from your current efforts, it should take advantage of opportunities in the market and also account for potential threats to your current strategy.
ExampleBelow, you’ll see a Content Marketing SWOT Action Plan example.
Begin testing of paid social media distribution for existing content that has performed well and roll out new content if results are good.
Leverage partners to create a resource centre full of free content that will help increase new organic visits to our website.
Make whitepapers more valuable for social promotion by developing an influencer program and adding expert commentary to maintain our though leadership.
Create lower funnel assets (explainer videos) to improve performance of our lead nurture programs.
Leverage technology to improve personalization for returning leads to further improve our lead to customer conversion rate.
Create content ROI reports to better understand the return on our content marketing efforts.
CONTENT ACTION PLAN TEMPLATE
How do I get more engagement?
Asking Questions“What is your favorite worship song we sang this month?”
Sharing StoriesStories are compelling because people want to be included in the story
Sharing “Faces”Social media is social. People want to see each other’s faces.
How do I get more engagement?
Asking Questions
15+
Sharing Stories
The things that get celebratedare the things
that get repeated.
Sharing Faces
Video is KING
Social media is like awindow displayfor your ministry.
What are people seeing?
Don’t just go posting a bunch ofbible verses out into void.
That won’t work.
How can I do this?Create a CampaignSet a theme for the…- Year- Quarter- Month
Maybe it goes with your sermon series.
Create a ScheduleSet a daily schedule.
Sunday - In the MomentMonday - #MotivationMondayTuesday - #TipTuesdayWednesday - Share a Story of Life Change
Tools
✘ Hootsuite✘ Buffer✘ Later
Tons of options online:https://socialmediatoolscomparison.com/
Free Tools
There’s tons of free tools available to nonprofits. There’s also lots of tools available that are built in.
Free Graphic Design:Canva.comFree Scheduling:HootsuiteFree Social Media Education:Hubspot Academy
Do
Develop and implement campaigns using social
media.
Effective implementation based on social and
mobile media activity.
How To Do A Digital Marketing Campaign1. Identify strategy and goals
2. Identify the target audience
3. Develop the budget
4. Develop the campaign
5. Monitor & change
3,000,000,000 Whoa! That’s a lot of people on social media
Setting Media ObjectivesLearning to set realistic social media objectives that are aligned with your organizational mission.
