Expanding the Kingdom of God through Social Media

Rose Hill Church

Pastor Danny M. Donaldson, Sr.
Baton Rouge, LA 70805
Phone: 225-356-5814
E-Mail: office@rhcbr.org
Web: http://rosehillbc.com/

February 11, 2015

RHC

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

SOCIAL
MEDIA
PROPOSAL
EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 2

Social Media & The Church

How can the church leverage social media for kingdom work?

Go into all the world, and proclaim the

good news to the whole creation. (Mark
16:15)
-

The blend of social media and relationship management enables organizations to

interact, listen and engage with key publics more effectively than ever before.

Churches and believers can impact a secular world with the gospel by using Facebook,
Twitter, Instagram, blogs and other social media.

The way we communicate has changedThe Message has not.

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 3

Overview
Social media marketing allows individuals, businesses and organizations the opportunity to
share content, opinions, expertise and perspectives. The advent of social media serves to
facilitate online conversations and interactions between groups of people with similar
interests on relevant subjects. Since its inception, social media has evolved into a very
powerful opportunity for reaching current and potential audiences.
A customized social media campaign can be designed to achieve specific objectives for an
organization. The enhancement of a branded online presence through the use of social
media can achieve the following: connect to a wider audience, spread messages and
agendas, increase awareness, monitor online reputation and trends and much more. Based
on the initial campaign objectives outlined by Rose Hill Church, a customized social media
marketing strategy is proposed.

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 4

Executive Summary
In this proposal, the Strategic Consultant suggests that the Rose Hill Church (RHC) use
various social media platforms as tools to help with social media presence, brand awareness
and online evangelism. First, the Strategic Consultant identified the problem and assessed
that the organizations social media platforms were not consistently and properly utilized.
Secondly, the Strategic Consultant recommends a social media planspecifically using
Facebook, Twitter and Instagramin order to stay in constant contact with key publics. RHC
currently revamped the organizations web page; this will also serve as an online
communication tool. The Strategic Consultant suggests using Hootsuite and Tweetdeck to
easily manage all social media platforms. In the initial meeting, the committee discussed
creating a WordPress blog to interest, inform and entertain key publics in alignment with the
RHC vision statement and mission. A blog can further increase the organizations search
engine optimization (SEO).
Effective social media marketing takes quality and consistency over time to build interest,
awareness and a following. This plan describes the activities that will be part of the social
media-marketing program over a four-month-to-a-year social media program.

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 5

Communication Analysis
Conducting a communication analysis provides insight into the current and previous
communication-related activities. The analysis helps develop a better understanding of Rose
Hill Churchs image and reputation with its key publics. The organization began using social
media Fall 2005, and currently uses Facebook, Twitter and Instagram.

Facebook: Since joining Facebook in February 2005, the fan page has 2,710 likes. The
page is regularly updated and engages in one-way communication. The about
section contains location and service timers. A suggestion would be to include
informational listings such as the mission statement, description and contact

information to foster consistency across all mediums.

Twitter: 1,177 tweets, 525 followers, following 42; joined August 2009. The same

posts from the RHC Facebook page are funneled to the Twitter account.
Instagram: RHC started posting to Instagram February 2014. With 81 posts to date, the

organization has 324 followers and follows 2 pages.

Website: RHC recently launched a new website in an effort to create a more modern,
user-friendly layout design.

After viewing and assessing the organizations social media sites, the Strategic Consultant
discovered all sites receive a limited amount of online traffic. Overall, it was concluded that
awareness and online visibility of RHC lacks, and more public relations/social media efforts
are needed to fulfill the organizations vision statement and mission.

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 6

SWOT (Strengths, Weaknesses, Opportunities and Threats)

Analysis
SWOT Analysis
Strengths

RHC holds several services and events reaching an array of congregants and publics
that align with its mission and vision. This quality makes the organization a unique
program within the Baton Rouge/70805 community.

While RHC faces a social media awareness and visibility issue, it does not have to
combat a negative reputation or attitude due to the lack of social presence.

Weaknesses

The organizations communication analysis revealed poor social media utilization. Due
to the lack of constant, up-to-date posts, RHC suffers brand awareness and visibility
and social media presence.

The poor social media utilization results in subpar marketing and public relation
efforts. RHC publicizes services, events and programs through a few posts and/or
word-of-mouth. The organization attempts to publicize via social media, but the
minimal following does not warrant the intended attendance turnouts.

Prior to this proposal, RHC had not received an updated organizational assessment. A
lack of research, data and statistics revealed a weakness to test new findings,
strategies and tactics against.

Opportunities
STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 7

RHC has the opportunity to create a Marketing and Communications Chair position
serving within the executive board. This person holds full control and responsibility
with all social media accounts. Previous years, the organization would divide social
media duties among the executive board members. Designating one person to handle
social media will prove beneficial in keeping consistent, up-to-date, personal posts.

After implementation of the social media-marketing plan, RHC holds an opportunity

for a rebranded and refocused social media presence and brand visibility.

Once the organization properly and successfully utilizes social media, more
partnerships with community members, leaders and businesses can emerge.

Similar to the increase in partnerships, recruitment efforts will see an increase due to
a successful social media plan.

In short, social media rebranding can accomplish the following:

o
o
o
o
o
o

Raise visibility and awareness

Build access to whats going on
Inspire and connect
Heighten awareness of services, events, ministries, etc.
Connect to new comers
Generate conversations where people are

Threats

Joining the social world can extend the RHC brand to converse and mingle with
worldly-mindset people. The social media chair must handle and assess conversations
and responses on need-be basis.

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 8

Goals
Key Publics
Knowing and identifying with an audience, allows one to cut through the chaff and make
their social media presence one that people take notice of. Primary audiences of the RHC
social media campaign are the current members, backsliding members, potential members
and unaware publics. Secondary audiences are the community members and potential
partnerships.

Goals
Statement of Goals
Despite the makings of a wonderful organization, RHC lacks online and community
recognition and visibility. A social media plan with strong human presence will seek to
increase awareness of the organization, online engagement and conversations and
membership. The goals are to provide a comprehensive social media program that integrates
smoothly with other marketing and advertising programs and messaging, whether on-line or
on other media.
Goal A: To improve the RHC social media presence with its target audiences.
Goal B: To increase involvement and membership for RHC and its ministries due to enhanced
social media presence.

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 9

Project Action Plan

Objectives, Strategies and Tactics

Goal A:
To improve the RHC social media presence with its target audiences.

Informational objective:
To increase social media visibility and awareness of the RHC with target audiences by 25
percent by May 1, 2015.

Strategy 1: Distribute information about RHC to the target audiences through social media
and traditional on-campus media.
Tactics:
Share a mix of relevant links, engaging content, videos and polls
Promote upcoming events and create them in the events tab
Keep the website up-to-date with information, fliers and content.

Strategy 2: Implement social media campaigns to foster awareness and engage in

conversations about RHC within the Baton Rouge community and beyond.
Tactics:
Create hashtags to promote services, events and programs
Engage in two-way conversation with publics
Create social media activities and contests within and throughout services
(particularly starting off with Saturday service or a Thursday night Bible Study)

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 10

Objectives, Strategies and Tactics

Goal A:
To improve the RHC social media presence with its target audiences.

Behavioral objective:
To increase the RHCs social media following and engagement with target audiences and
prospective supporters by 30 percent in a four-month period.

Strategy 1: Engage with target audiences across various social media channels.

Tactics:
Post updates, information, pictures, videos and personal stories through the RHC
Facebook, Twitter and Instagram pages (daily weekly).
Engage with followers by commenting, liking and sharing posted statuses,
comments and pictures.

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 11

Objectives, Strategies and Tactics

Goal B
To increase involvement and membership for RHC and its ministries due to enhanced social
media presence.

Behavioral objective:
To motivate target audiences to attend RHCs services, programs and events and by
increasing involvement by 30 percent by May 1, 2015.

Strategy 1: Spread news about RHC services, programs and events through social media,
traditional media and WOM marketing to gain attendees.

Tactics:

Promote the organization and the events through personal conversations with target
audiences across social media channels
Design and distribute physical and digital fliers for services, programs and events
Post digital copies on the RHCs Facebook, Twitter, Instagram and website postings

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 12

Evaluation
Campaign evaluation serves as an ongoing process of monitoring and, when appropriate a
final assessment of the stated objectives (Hayes et al., 2013). Evaluation should be
performed during intervals of the execution process; this ensures necessary adjustments
when appropriate. Evaluation is measured by surveys and by observations. Observing the
targeted publics behavioral changes can aid in measuring how effective the objectives were
carried out. One method is monitoring the RHC service and program attendances and
comparing them to previous attendance records. Measuring social media impact through
conversations and engagement is another evaluation method.

Evaluation Metrics
Key metrics for Social Networks:
Facebook Likes and posts and shares
Twitter and Instagram Followers
Referring traffic
Facebook and Twitter Discussions
Kred and Klout scores
Key Metrics for engagement:
Followers
Mentions
Retweets/ Reposts
Retweet Reach
Replies Reach
Number of lists
Number of potential prospects sent to sales
Posts

Key Metrics for influence:

Increased brand awareness on influential blogs
Link-backs and referring traffic
STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 13

Influencer mentions

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM

February 11, 2015

SOCIAL MEDIA PROPOSAL RHCB

page 14

Stewardship
Stewardship often referred, as the missing fifth step of the PR process is a vital and
necessary component. Stewardship serves as the maintenance of ongoing relationships. The
PR model would be flawed and incomplete without the inclusion of stewardship. RHC can
foster and continue the online conversations and engagement.

STRATEGIC CONSULTANT: C ARLDEON N. F LOYD

EMAIL :

CNFLOYD 5@GMAIL . COM