Revolutionary Thinking

Ok, I just got off a conference call with Seth Godin about the new revolution we're finding ourselves in. Call it a information, media, social revolution... whatever. The world we live and market in has changed.

Appealing to the masses used to be a strategy that equaled success.

• Control the story
• Push it to as many as possible in the hope a few would be interested & engage
  • (TV advertising, direct mail, telemarketing, food samples in grocery stores.. you get the picture)
• Create products that have been watered down to the lowest common denominator with the intent of having the broadest appeal

Things have changed.

Not one consumer brand in the last 10 years has been built using these methods, (examples include Starbucks, JetBlue, Google) .. and yes, churches are a consumer-driven brand structure.

This isn't about just layering social media tactics or new marketing techniques on top of what we're already doing, but adapting HOW we do WHAT we do so our organizations can thrive and reach people more effectively.
(*note: not just "reach more people" but "reach people more effectively")

In the call, 14 emerging trends were discussed in Seth's latest book, Meatball Sundaes but I want to highlight six here with a bit of adaptation as they specifically relate to ministry.

1. The right to be heard needs to be earned
   1. Not everyone cares what we have to say, so find the ones that do
      
2. Their voice is powerful
   1. All "customers" are capable of amplifying good and bad news. It's not just reporters that have the power to control what's newsworthy. Many churches have a point person to deal with PR and the media... how does that look today or tomorrow?
      
3. We need to tell stories
   1. We can't control how we "market" ourselves anymore.. it's no longer a one-way conversation.
   2. People like, believe and tell stories--it brings who we are on a personal level that's much more meaningful than an "About Us" section
   3. These stories need to be true. The viral effect has made transparency more critical than ever before. If the experience doesn't live up to who we say we are, it'll be discovered quickly.
      
4. Time management is key
   1. ...of their time, not ours. Google & Amazon have changed people's expectations. People will not tolerate endless clicks to find information on your website, or layers of people to get plugged in to a volunteer opportunity
   2. This is not about doing things faster, but reorganizing what's important (to them) to streamline the process & git r done
      
5. Learn from Google
   1. We can't control the path to entry any longer. The homepage or weekend service aren't necessarily the first interaction people will have with our church. Their first impression may be through a small group, serving opportunity, podcast or Facebook link. Is the story and experience consistent?
      
      
6. Learn from PayPal
   1. How can we connect people to each other & remove the organizational structure of the church when it makes sense?
   2. Granger created an online "swap" section where members can trade services, information & just stuff amongst themselves without needing to go through staff. Seacoast created a tool for folks to search & get plugged into a small group. Fostering community & relationships organically makes sense and is effective

Lots of "things that make ya go hmm...."

Comments

[Henry Judy]

Dawn,
This is HUGE. I have a business background for 20 years before I went to seminary. When I became a church planter I used the appealing to the masses strategy... and failed. These 6 emerging trends can revolutionize the first 2 years of church planting; post launch. You have bridged business and ministry with a road that will be deemed revolutionary if incorporated in the new paradigm for church planting.