Building Ministry Through Effective Communications
- 1. Building Ministry Through Effective Communications Lowell Duncan and Ross Badgett
- 2. Analytics Are¡ ? Organically-developed numbers tracking user activity ? A whole range of measures, from the ages of users to the load times of pages ? Used to tell us how users are interacting with our site ? A great way to evaluate our successes and shortcomings
- 3. 40% of users won¡¯t wait more than 3 seconds for a page to load
- 4. 90% of users can see this without scrolling Less than 50% of users will scroll on landing pages
- 5. How Many People Use Our Website? ? We¡¯re seeing steady year-over-year growth: ¨C 71,028 sessions in 2011 ¨C 74,287 sessions in 2012 ¨C 75,889 sessions in 2013
- 6. Who Uses Our Site?
- 7. Who Uses Our Site?
- 8. Who Uses Our Site? 38% mobile devices
- 9. How Are They Getting to Our Site?
- 10. How Are They Getting to Our Site? Facebook Email Episcopal Church Twitter
- 11. Popular Content
- 12. Most Popular¡. ? Article? ? Event? ? Day on our site? ¨C Christmas Eve ¨C Day of the week? Friday
- 13. Other Things To Note: ? 39% of visits began with a page other than the homepage ? More than 12% of all first interactions are with the Calendar or an Event ? Best average time spent on a page? 1. Panis Angelicus Latin Pronunciation Guide 2. Stephen Ministry
- 14. Images Are King
- 15. Images Are King ? Average attention span of an internet user in 2013 was 8 seconds ¨C Average attention span of a goldfish? 9 seconds
- 21. Best Days of the Week for Email
- 22. Accounts, Lists, and Subscribers ? Main Saint Michael account - 3,417 email addresses on 4 lists ? Kevin¡¯s account - 6,520 email addresses on 3 lists ? Pastoral Care - 454 email addresses on 2 lists ? CFM - 1,498 email addresses on 12 lists ? Youth Ministry - 2,123 email addresses on 38 lists ? Total = 14,012 email addresses on 59 lists
- 23. Understanding Email Lists ? Each list is managed separately ? If an email address is in 2 lists, it counts twice ? Active parishioners may be subscribed to as many as 10 different lists ? We don¡¯t have close to 14,000 unique subscribers
- 24. But Wait! There¡¯s More¡ ? Several other church-related correspondences happen with regularity: ¨C One-time emails from big lists ¨C Ministry group correspondence ¨C Committee correspondence ¨C One-on-one correspondence between staff/clergy and lay people
- 26. Our Favorite Email Campaigns
- 27. Our Favorite Email Campaigns
- 28. Social Media Trends ? Social media remains the largest-growing communication segment ? Business social media budgets will double in the next 5 years ? Facebook has 1.19 billion monthly active users ¨C Twitter has 232 million and is the fastest-growing social media platform (total users > 550 million) ? Facebook is 64% mobile, Twitter 60% ? Facebook and Twitter are 2 of the ¡°Big Three¡± social media platforms used by marketers ¨C Google+ is the 3rd
- 29. Our Facebook Page ? Has more than 820 likes ? Every single like is organic ? Is multimedia-driven: ¨C Photos ¨C Video ¨C Live Streams ? Is populated with your ministry¡¯s content
- 34. Our Twitter Profile¡ ? Has 321 followers ? Average = 60 posts/month ? Can post directly from our website CMS ? Has the most diverse following of any of our social media ? Is populated with your ministry¡¯s content
- 35. Twitter allows us to reach important people (and vice-versa)¡
- 37. And Let Others Advertise For Us
- 38. Who¡¯s At Saint Michael on Sundays? ? Average Sunday worship attendance in 2013 was 1,162 people across all services ? Approx. 40-60 people only show up for Sunday School ? Posters, screens, etc. can be seen by as many as 1,200 people on an average Sunday ¨C More than 62,000 sets of eyes per year ¨C Not including a single other day of the week or event
Editor's Notes
- #4: Android browser took 3.78 seconds Users with Blackberries had to wait nearly 9 seconds for pages to load Are you posting large images that are slowing down your page¡¯s load time?
- #5: This is more of a design concept than a referendum on your content. When a user is on the page he/she wants, they scroll a lot. But we have to help them get there first.
- #6: Session = amount of time spent continuously on our site Average 2.81 pages/session
- #8: Other outliers in the top 25: Houston, Chicago, Seattle, LA, Memphis
- #14: After going over these points¡ ¡°So what about content? What should we be posting?¡±
- #16: Posts with pictures draw 39% more user interaction Facebook posts with photos comprised 87% of the most shared posts
- #17: Use of images
- #18: Use of images
- #19: Above the fold
- #20: UX and UI
- #21: More than 108 billion of those are business emails Consumer emails are down, even as mobile email grows (people using other forms of communication like social media for personal use) On average, consumers receive 416 commercial emails a month
- #22: Lowest efficacy on weekends We see exactly what this graph shows ¨C Friday is the highest engagement, Tuesday is a huge open rate
- #26: Less Engagement: both less engagement with each individual campaign, and important emails get lost in the shuffle Poor Reflection on the Whole Church: Subscribers don¡¯t understand the inner-workings of our organization, they just see the effects of our uncoordinated efforts Brand Fatigue: users grow tired of Saint Michael as a whole, subscribe from ALL lists (no matter what particular one is at fault)
- #31: Businesses today say likes are cheap. We¡¯re driving other forms of engagement too¡ Our Homecoming album reached more than 5,100 people This despite the fact that Facebook has slashed organic reach to further monetize their platform
- #32: Kevin¡¯s departure announcement generated 258 ¡°actions¡± (combined likes, comments, and shares)
- #35: Followers are all organic, like on FB Diversity = Episcopal organizations, episcopalians around the world in addition to our own people