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Gillian Lester-George Assistant Communication Director Archdiocese of Milwaukee Erin Dolan Communication Coordinator Archdiocese of Milwaukee Jason Fleck Social Media Expert Avicom Patti Loehrer Safe Environment Coordinator Archdiocese of Milwaukee

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Archmil had limited knowledge of Social Media from personal use. Today we wanted to share what we have learned with you. We woke up one morning and created site profiles. Exercising a lot of caution, we forged ahead. We didnt know it all; still dont. Social media has become a way of life for the arch.

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March 2009 Archmil creates Twitter and Facebook User IDs. April 14, 2009 Mass Tweets and Facebook posts are sent live from NY during Archbishop Dolans Vespers Mass. April 29, 2009 Archmil has 200 friends on Facebook, only 674,536 more to go! August 13, 2009 A Tweet, with a link to an article on our Living Our Faith Web site, increased traffic by 50% in hour. Present Archmil has 627 friends on Facebook and 351 followers on Twitter.

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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.

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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, Avicoms services include strategic planning, branding, corporate identity, public relations, trade exhibits, interactive-awareness campaigns and overall company communications programs.

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Social media is easy. Success will happen overnight. Once you learn it, youre done.

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Social Networking Sites. Message Boards. Web Logs.

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

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

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Cost Effectiveness. Brand Integration. Control Messaging. Monitoring and Learning. Increase Site Traffic. Increase Awareness. Its Mobile.

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

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Same brand. Different platforms.

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People talk - Its what we do. Provide the talking points. If you dont, people will say whatever they want. Stick to a schedule. Be transparent.

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Do you know what others are saying about you? Do you know where those people are located? Why you should care.

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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.

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

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Text in Facebook/Twitter updates. Smart phones. Apps.

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Inappropriate Behavior and How it Should be Handled

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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.

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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.

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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 wouldnt be said or be done in the classroom or in public.

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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. Dont tag minors photos.

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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.

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One Tweet, with a link to an article on the Living Our Faith Web site, increased traffic to that article by 50% in 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.

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

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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. 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.

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Determine your audience. Determine your platform.

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Who (e.g., parish, school, specific youth group, parents)? What do you hope to achieve? Where will you communicate? When will you communicate (e.g., frequency)? Why will you communicate ?

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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.

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Target active parish members. Target parish ministry groups. Target inactive parish members. Target non-members.

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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.

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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.

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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.

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Monitor Listen Engage

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

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Static Facebook pages. Twitter accounts that are never updated. Blogs that appear dead. Social Media is all about community interaction.

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Social Media isnt 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.

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Good content is king. You cant throw just anything up and expect good results. Always be transparent. Your audience can tell when youre not.

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Technology is always evolving. Twitter might be the in thing now

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Dont expect success to happen over night. Just because your video went viral doesnt mean you can stop. Always stay on a schedule.

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

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Contact us: schoolsmarketing@archmil.org.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.www.archmil.org