Introductions

1. Introductions Gillian Lester-GeorgeAssistant Communication Director Archdiocese of Milwaukee Jason Fleck Social Media Expert Avicom Erin Dolan Communication Coordinator Archdiocese of Milwaukee Patti Loehrer Safe Environment Coordinator Archdiocese of Milwaukee

2. Social Media: How the Arch Got Started • Archmil had limited knowledge of Social Media from personal use. • We woke up one morning and created site profiles. • Exercising a lot of caution, we forged ahead. • We didn’t know it all; still don’t. • Social media has become a way of life for the arch. • Today we wanted to share what we have learned with you.

3. Social Media: Archmil’s Timeline

4. Social Media: What Allows the Arch to Do • Communicate with Catholics, instead of to them. • Use methods with which Catholics (especially the younger ones) are comfortable. • Get the word out quick and cheap. • Reach out to Catholics daily and update them. • Tell Catholics about new stories on our Web sites. • Share candid photos of bishops, stories and more. • Invite people to be an active part of the Church and discuss things.

5. About Avicom About the Presenter - Jason Fleck Jason is the Social Media Strategist of Avicom Marketing Communications. Clients that Jason has worked with include Fiserv, General Electric, Airstrip, CUNA Mutual Group and M&I Bank. Jason is also serving as a social media advisor and strategist for the 2010 Mark Neumann for Governor of Wisconsin campaign. About Avicom Avicom is a full-service marketing-communications firm that plans, designs and implements programs for business-to-business and consumer clients. With offices in Wisconsin and New Jersey, Avicom’s services include strategic planning, branding, corporate identity, public relations, trade exhibits, interactive-awareness campaigns and overall company communications programs.

6. Social Media: The Misconceptions • Social media is easy. • Success will happen overnight. • Once you learn it, you’re done.

7. Social Media: Brief History • Message Boards. • Web Logs. • Social Networking Sites.

8. Message Boards • Online discussion site. • One of the first forms of user-generated content. • One of the first ways to build a virtual community.

9. Web Logs • Otherwise known as a “blog.” • Started out slow. • Originally seen as an online diary. • Live Journal and Blogger.com both launched in 1999. • WordPress was released in ’03. • Good content is king.

10. Social Networking Sites

11. Social Media: The Benefits Cost Effectiveness. Increase Site Traffic. Brand Integration. Increase Awareness. Control Messaging. It’s Mobile. Monitoring and Learning.

12. Cost Effectiveness • Typical advertising can cost hundreds of thousands of dollars. • Facebook, Twitter and LinkedIn don’t cost a cent. • The largest investment is your time. • The payoff is huge. • One-second High Life commercials. • Pepsi not running Super Bowl ads.

13. Brand Integration Same brand. Different platforms.

16. Control Messaging • People talk - It’s what we do. • Provide the talking points. • If you don’t, people will say whatever they want. • Stick to a schedule. • Be transparent.

17. Monitoring and Learning • Do you know what others are saying about you? • Do you know where those people are located? • Why you should care.

18. Increase Site Traffic • Post links to articles on Facebook, Twitter, etc. • Provide incentives for users to click through. • Contests. • Polls. • Events. • Good content is king. • Get others to link to you.

19. Increase Awareness • Broadcasting is one to many. • Social Media is many to many. • Not everyone will visit your Web site. • Bring all networks together.

20. It’s Mobile • Text in Facebook/Twitter updates. • Smart phones. • Apps.

21. Social Media: Cautions Inappropriate Behavior and How it Should be Handled

22. Social Media: Safeguarding All God’s Children • Getting Started • Get approval from all appropriate individuals at the parish • and/or school (e.g., pastors, principals, staff). • Notify parents, in writing, of plans to use social media at a • school or parish. • The administrator of the site must be an adult.

23. Social Media: Safeguarding All God’s Children • Profiles • Social Media profiles should reflect Catholic values and teachings. • Any parish/school/ministry profile must be completely separate from personal sites. • Social networking sites should be seen only as a means of communication with youth, not a personal expression.

24. Social Media: Safeguarding All God’s Children • Posting • The site should maintain transparency in all communications and postings. • The administrator of the site should regularly monitor all comments and postings. • Any inappropriate content should be deleted immediately. • Never say or do anything that wouldn’t be said or be done in the classroom or in public.

25. Social Media: Safeguarding All God’s Children • Boundaries • Only allow minors to “friend, follow, etc…” you on your ministry site, never on your personal site. • Set times you will be available on a social networking site. • All communication and interaction should always reflect your role as the adult. • Photos • Follow all policies and procedures for posting pictures. • Don’t tag minors’ photos.

26. Social Media: Safeguarding All God’s Children • Reporting • Mandatory reporting guidelines apply to all social networking sites. • You are obligated to report if there is suspicion that a minor has been abused/neglected/exploited. • After documenting any inappropriate online activity, it should be removed from the site.

27. Current Effectiveness • One Tweet, with a link to an article on the Living Our Faith Web site, increased traffic to that article by 50% in ½ hour and by 75% overall for the day. • One Facebook posting, with a link to an article on the Living • Our Faith Web site, increased traffic to that article by 50% • for three consecutive days.

28. Current Effectiveness (cont.) • Since posting on Facebook and tweeting about articles on LOF, • overall LOF site visits are up 25%. • About 60% of the visitors who get to the LOF Web site via • Facebook are new visitors to our site. • About 59% of the visitors who get to the LOF Web • site via Twitter are new visitors to our site.

29. Current Effectiveness (cont.) • Spikes in visits to the LOF Web site, indicating doubled and tripled • traffic to the LOF Web site, can be seen on days when links to LOF • were sent out via Twitter or Facebook. • Archmil.org currently reaches nearly 1000 members of the local • media, students, Catholic organizations, parishes and • schools through social media, and that number • grows daily.

30. Social Media: Where to Start Determine your audience. Determine your platform.

31. Social Media: Determine Your Audience • Who (e.g., parish, school, specific youth group, parents)? • What do you hope to achieve? • Where will you communicate? • Whenwill you communicate (e.g., frequency)? • Why will you communicate ?

32. Social Media: Determine Your Platform • Facebook • Good for interaction with members • Large user base from a wide age group • Twitter • Attracts younger, more savvy web users • Only 144 characters allowed • Get messages out to a lot of people quickly • LinkedIn • Great for professional networking. • An easy way to find potential employees. • A good source for industry information.

33. Social Media: Where to Start - Parishes • Target active parish members. • Target parish ministry groups. • Target inactive parish members. • Target non-members.

34. Social Media: Where to Start - Parishes • Platform: Facebook “fan” page for your parish. • Ambassadors: Spaghetti dinners, adult education, lectures. • Prospects: Invite to pancake breakfasts, Mass, tour your parish, photos of building, have contests to win promo items. • Universe: Post relevant news stories. Link to school site and arch site. • Platform: Twitter account for your parish. • Ambassadors: Event reminders and registration deadlines. Link to site. • Prospects: Post stats and FAQs. Link to FAQ sheet or membership form. • Universe: Tease news stories and accomplishments. Link to read whole story, see photos, e-mail the parish office, etc.

35. Social Media: Where to Start - Schools • Target Ambassadors. • School alumni. • Current parents. • Target Prospects. • Parish families with pre-school children. • Families with children in public schools. • Target the Universe. • Local community. • 10-county Archdiocese of Milwaukee region.

36. Social Media: Where to Start - Schools • Platform: Facebook “fan” page for your school. • Ambassadors: Class reunion information, invite others to be a “fan,” post reminders and photos of events – extension of weekly folder. • Prospects: Invite to Open House, get a tour, photos of building, have contests to win t-shirt or other promo item. • Universe: Post relevant news stories. Link to parish site and arch site. • Platform: Twitter account for your school. • Ambassadors: Event reminders and school deadlines. Link to site. • Prospects: Post stats and FAQs. Link to FAQ sheet or enrollment form. • Universe: Tease news stories and accomplishments. Link to read whole story, see photos, e-mail the principal, etc.

37. Social Media: Where to Start (cont.) Monitor Engage Listen

38. Social Media: Important Points • The only thing worse than NOT doing it, is doing it wrong. • Social Media is only part of your marketing strategy. • Always give value. • The learning never stops. • Time constraints.

39. Social Media: Doing it Wrong • Static Facebook pages. • Twitter accounts that are never updated. • Blogs that appear dead. • Social Media is all about community interaction.

40. Only Part of Your Marketing Strategy • Social Media isn’t the entire marketing answer. • Campaigns should focus around many different types of media. • Social Media is only one type of media. • Social Media might work by itself, but when combined with • a campaign, works even better.

41. Always Give Value • Good content is king. • You can’t throw just anything up and expect good results. • Always be transparent. Your audience can tell when you’re not.

42. Learning Never Stops • Technology is always evolving. • Twitter might be the ‘in’ thing now…

43. Time Constraints • Don’t expect success to happen over night. • Just because your video went viral doesn’t mean you can stop. • Always stay on a schedule.

44. Demo

45. Questions? Please type any questions into the appropriate box on your Go2Meeting screen.

46. Thank you for watching! • Contact us: schoolsmarketing@archmil.org. • Look for an e-mail with instructions on how to view this presentation again. • Visit www.archmil.org for printable handouts – How to set-up a Facebook page and Twitter and LinkedIn accounts.