building ministry through effective communications
DESCRIPTION
An in-depth look at Saint Michael and All Angels Episcopal Church's primary online communications, including tips for future successTRANSCRIPT
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Building Ministry Through Effective Communications
Lowell Duncan and Ross Badgett
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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
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40% of users won’t wait more than 3 seconds for a page to load
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90% of users can see this without scrollingLess than 50% of users will scroll on landing pages
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How Many People Use Our Website?
• We’re seeing steady year-over-year growth: – 71,028 sessions in 2011– 74,287 sessions in 2012– 75,889 sessions in 2013
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Who Uses Our Site?
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Who Uses Our Site?
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Who Uses Our Site?
38% mobile devices
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How Are They Getting to Our Site?
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How Are They Getting to Our Site?
Episcopal Church
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Popular Content
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Most Popular….
• Article?
• Event?
• Day on our site?– Christmas Eve– Day of the week? Friday
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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 Guide2. Stephen Ministry
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Images Are King
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Images Are King
• Average attention span of an internet user in 2013 was 8 seconds– Average attention span of a goldfish? 9 seconds
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Our Favorite Websites
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Our Favorite Websites
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Our Favorite Websites
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Our Favorite Websites
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Current Email Trends
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Best Days of the Week for Email
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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
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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
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But Wait! There’s More…
• Several other church-related correspondences happen with regularity:– One-time emails from big lists– Ministry group correspondence– Committee correspondence– One-on-one correspondence between staff/clergy
and lay people
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Effects of Oversaturation
BRAND
FATIGUE
LESS ENGAGEMENT
POOR REFLECTION ON
THE WHOLE CHURCH
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Our Favorite Email Campaigns
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Our Favorite Email Campaigns
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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– 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– Google+ is the 3rd
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Our Facebook Page
• Has more than 820 likes• Every single like is organic• Is multimedia-driven:– Photos– Video– Live Streams
• Is populated with your ministry’s content
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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
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Twitter allows us to reach important people (and vice-versa)…
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Create Inter-Organizational Dialogue…
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And Let Others Advertise For Us
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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 – More than 62,000 sets of eyes per year– Not including a single other day of the week or
event
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