It seems that even the most ancient and orthodox organizations like the Papacy have realized that they finally need to have a digital strategy because otherwise they would lose a large space of land, especially for a generation whose eyes are barely distracted from the screens, and they are called “Millenials“.
But the Vatican’s strategy goes beyond just a few posts. In fact, they have hired a dozen agencies specialized in digital marketing to make the good word have greater reach.
His campaign also includes “Papamoticons“that give it that singular, pleasant and very strategic touch that draws a smile from the follower and that shows the pope visiting tourist places and taking selfies with people.
As if that were not enough, they have hired a whole “digital street team” made up of 60 community managers specializing in content marketing, 35 of whom are generating publications in real time during the Pope’s public appearances.
“It’s like having the Super Bowl social media command center“says Kathleen Hessert, Founder and CEO of Sports Media Challenge.
But your goal isn’t just to make a little noise on social media. According to Hessert, his team will use the TRACX app to bring the knowledge generated through social media to the Catholic Church in order to better understand what interests young people and achieve a better interaction with them.
Although the Pope is not very fond of technology as he still usually communicates with his cardinals via fax, he himself recognizes the importance of digital media. And that is the reason why the Catholic Church’s communications department has been reorganized to elevate social and digital media.
Of course the church knows that all digital actions eventually translate into offline actions. And that is precisely its primary objective. Get people to return to faith.
“It is up to each organization to face the fact that their followers really own the conversation.” [twitéalo]
Hessert says her job is to build the brand of the Catholic Church with people who have left it. Without a doubt, the Vatican office is giving us an excellent lesson in what it means to take a digital strategy seriously.
And do you already have a digital strategy for your company?
Note: This article is not about religion, but about business and digital strategy. Comments out of context will be removed. Some data in this article were taken from Fortune magazine.
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