Offline goals drive online activity Start small and dream big Social media is a part of your toolbox
A word about branding
How did we get here?
Brand Engagement Strategy Our goal: Build a movement of brand ambassadors for the Evangelical Lutheran Church in America who share God's boundless love with the world.
Traditional Marketing Funnel
Engagement with the ELCA Awareness of the ELCA Grasp of the ELCA Appreciation of the ELCA Preference for the ELCA Evangelist for the ELCA
How do ELCA members participate?
Focusing our energy • Enhance member engagement with the ELCA. • Create member-to-member engagement opportunities. • Build infrastructure.
2009 ELCA Ad Campaign
Goals Brand engagement Member data Social media trial Storytelling
Outcomes 224 video stories 8,500 e-mail addresses Viral campaign
Everyoneâ€™s a winner!
2009 Churchwide Assembly ELCA.org = 76,000 unique visitors Video clips = 13,000 views Blog = 4,000 unique visitors Tweets = 1,000-plus on Friday, Aug. 21 Facebook fans = 280 new
Facebook testimonial "Kudos to the ELCA for all the multimedia work they are doing this year at the CWA. The tweets, Facebook posts, and videos have been particularly helpful. I feel engaged and informed. Kudos also to Mark Hanson for a great press conference of Monday.".(Posted Tues., Aug. 18, 12:57 p.m.)
Weâ€™ve only just begun
What do ELCA members want and need? • • • • • •
Resources Community building Commentary Daily discipleship Messages Stories of Lutherans and how national issues affect their lives
We want YOU.