Fr. Catoir Social Media Evangelization Award

The Being Catholic initiative was developed in November 2016 as a way to highlight and celebrate the many ways that the faithful in our diocese are being Catholic each and every day. The initiative captures people on video, in photos, and in print as they know, live, and share their faith. We invite people to explore Being Catholic on Facebook, Twitter, and Instagram by searching for the hashtag #BeingCatholic. We also promote the initiative via the Syracuse Catholic Television YouTube channel and in our diocesan newspaper, The Catholic Sun

The goal of the Pray, Fast, Give  Lenten campaign was based on our diocesan mission of evangelization:

1. To help people discover Jesus through a personal encounter with him (know)
2. To encourage people to follow Jesus, becoming his disciple (live)
3. To proclaim the Good News and be a witness to Jesus (share)

Campaign Strategies

  1. Engage, evangelize and inspire our social media following via Facebook, Twitter, Instagram & YouTube - DAILY
  2. To reach our audience and drive traffic to our website & social media channels through email outreach - WEEKLY (DAILY during Holy Week)
  3. To promote Syracuse Catholic TV & highlight Lenten happenings throughout the diocese through creation of multiple video pieces - WEEKLY
  4. To launch ongoing Twitter initiative by sharing daily Tweets by Bishop Cunningham - DAILY
  5. To effectively cross-promote diocesan communication efforts: social media, The Catholic Sun & Catholic TV - WEEKLY
  6. To reach broader audience via Facebook advertising (we boosted two posts during Lent, each with great return on investment) 

Campaign Implementation

The Lent-specific initiative included:

  1.  Communication to parishes, schools, and ministries via email
  2. Creation of custom graphics that communicated the Pray, Fast, Give theme Graphics were used on our website and all social media and parishes, ministries & schools were encouraged to use them as well
  3. Daily Lenten calendar, available on our website
  4. A weekly email reflection, sent to close to 3K subscribers, plus daily emails during Holy Week
  5. Custom hashtags: #Lent2017, #SyracuseDiocese, #PrayFastGive, #BeingCatholic
  6. A Lent 2017 playlist on the Syracuse Catholic TV YouTube channel, which included video messages from our bishop and more
  7. Fish Fry directory and Holy Mackerel Fish Fry Contest (partnership with diocesan newspaper, The Catholic Sun)
  8. Lent-specific categories on diocesan events calendar: categories included Holy Hour, Fish Fry, Adoration, Stations of the Cross, etc.
  9. Tweets by Bishop Cunningham: we launched this initiative during Lent and are continuing to share daily Tweets from Bishop. Also created images using his Tweets & shared on Instagram
  10. The Light is On for You: promoted diocesan evening of confession
  11. 'Lent means..': incorporated Catholic schools by sharing student responses to the question 'What does Lent mean to you?' via Instagram

Campaign Effectiveness

The Lent-specific campaign resulted in the following:

  1. 10% increase in visits, 10% increase in website users, 9% increase in pages viewed to diocesan website vs. Lent 2016
  2. 6% increase in website conversions (goal = more than one page viewed/visit) vs. Lent 2016
  3. Avg. of 2 new Facebook likes per day during the 40 days of Lent (majority of which were organic likes)
  4. Avg. of 3 new Twitter followers, 2,800 impressions, 9 link clicks, 4 retweets, 9 likes and at least 1 reply per day during the 40 days of Lent (all organic)
  5. Avg. of 2 new Instagram followers per day during the 40 days of Lent (all organic)
  6. An additional 307 new subscribers to diocesan MailChimp list (avg. of 8/day, all organic). Our Lenten emails were viewed more than 7,027 times, sent close to 800 NEW visitors to the diocesan website 
  7. Facebook efforts accounted for 77% of ALL website visits during Lent

 Campaign Links

 

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