“We knew that we should target women because they are the decision-makers in (these) households,” Alkan says. “Brands always forget that today’s decision-makers are primarily Generation Y and Z. These women now use Facebook as a source of information and socializing platform. So, we chose the platform where they were already living.” CONTINUE READING
How can you get brand loyalty for a toilet paper company? Most people can attach themselves personally to a coffee company, but a place that sells toilet paper? Better yet, if a brand of toilet paper recognizes the importance of genuine engagement, why not church? We’re still trying to find a way to “sell” church, rather than engage people. We’re still trying to keep all the marketing of church at the top levels. Why aren’t we training our congregation members?
Pastors are in charge of shepherding entire churches. If you have one church with 300 people and three pastors, how can those pastors shepherd so many people? How can they shepherd that many people and do their own social media marketing, too? We can learn from this toilet paper company.
Selpak, a Turkish toilet paper company knew something extraordinary would have to happen to get people to follow and interact with them on Facebook. They got to know their audience–the customers gender and age, and who normally did the shopping for the families. In seeking out how their content can solve a problem, giving value back to the customer, Selpak decided to speak to women with children who had potty training problems. Their ads were targeting this scenario:
“When you look at women, particularly mothers, the most important thing in their lives is their babies. With the child growing up, they have key ‘moments’ to be solved, such as sleeping, teaching how to eat, how to write, how to use the potty. Potty training is the one main topic that Selpak can associate with.”
Selpak opened a Facebook page called, “Hello Potty,” and used experts in child development to answer potty training questions from parents. Every answer was organic engagement, not scripted lines researched from Google. The results were astounding: 98,000 likes and 2,000 questions from moms. Marketing plans like this are not just for businesses selling something; churches need to take notice.
- What are the needs of your community?
- How can your content give them value?
- How are you serving your community online?
- Where on Facebook or social media is your community hanging out?
- Are you sharing stories about what is happening in your church?
Churches can and should have a team of volunteers whose job is to use social media to meet the needs of the community with genuine engagement. They should also include a training:
- Yearly trainings of technology, story, false cults and religion, and theology.
- A group formed with a specific agenda in mind on how to serve.
- The group must pass a background check and be protected by the church’s child protection policy.
- The group would be led by and accountable to a pastor or elder or deacon.
A couple of years ago, an article talked about Google word searches. It was fascinating to read how the word “Suicide” was most searched on Google after midnight. What if the church took shifts and used this information to share the life giving words of the Gospel with someone thinking about death? Whatever the needs of your community, the church must find creative means to meet those needs outside of the usual postings asking people to sign up to attend a program. If you are sitting at home watching television, you have time to meet someone’s need for an emotional connection online. An old saying used to go, “Parents don’t pick the quality time with children, children do.” This works the same way with social media.
How is your church using social media to engage people online and are you involved in that? How are you involved?