main presentation slides from the #iprevent san diego conference - april 20-21, 2016
TRANSCRIPT
Welcome & Introductions
Tommy Sablan
Effective use of social media in substance prevention
Andy DuranLEAD
You ain’t NEVER going to find me on that
Interweb!”
- Grandma, 2006
“
… BUT IT’S NOT ENOUGH JUST TO BE PRESENT!
YOU MIGHT BE ON THE INTERNET…
“Think Differently
“Think Differently
Take thisPersonally!
YOU!
What is this symbol? #
On which platform do you “snap”?
What is the maximum number of hashtags
Instagram will allow you to use?
On which platform can you post a story?
Which platform allows you to post timed
videos and photos?
True or False: You should should tag and mention someone
in a picture
On which platform can you face swap with
another person?
What platform adds geo-tags to your
photos and videos?
What platform tells the sender if someone took a
screen shot of their picture?
How many times a day should a brand post
on Instagram?
Approximately how many people use Facebook
daily?
When using Facebook how do you let a friend know you support their post?
On a business page, what type of a post is
more likely to get views?
What percentage of parents are friends with
their children on Facebook?
Do more people access Facebook through their
computer or mobile devices?
What is the maximum amount of characters one can use in a single tweet?
Do I have to follow someone if they follow
me?
What is the difference between a retweet, @ reply
and a direct message?
True or False: You can post pictures on
Twitter?
Does your Twitter icon image matter?
lead
About Us
LET’S GET STARTED!MISSION
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
METRICS
Start Here
Not Here
80% of marketers incorrectly begin with tactics instead of mission.- eMarketer Report
SOCIAL MEDIA LOGIC MODEL
Mission
Why are we doing this?
Goal
Goal
Goal
What do we wantto accomplish? Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
How will we achieve our goals?lead
copyright, 2015
SOCIAL MEDIAIS
HUGE.
If Facebook were a country, it would be the ____ most populated in the world
Only China & India are more populated
If Facebook were a country, it would be the third most populated in the world, ahead of the United States.
The number of minutes spent on Facebook each month.
500 BILLION.The number of minutes spent on Facebook each month.
THAT’S ALMOST 5 TIMES LAST YEAR’S NUMBER
35 BILLION.The amount of content shared each month on Facebook
THAT’S AMAZING!
24 HOURS.The amount of video uploaded to YouTube every minute.
4 BILLION.The number of images hosted on Flickr.
That’s 13x more than the Library of Congress.
zThat’s 13x more than the Library of Congress.
NINETYFIVE.The percentage of companies using LinkedIn to find and attract employees
59% Use Facebook 42% Use Twitter
1 in 5.The number of marriages last year between
people who met through social media
THAT’S MORE THAN TWICE THE NUMBER OF PEOPLE WHO MET AT BARS, CLUBS, AND OTHER SOCIAL EVENTS COMBINED.
7 HOURS.The time it took for LeBron James to amass his first 150,000 Twitter followers.
It took Bill Gates 8 hours to reach 100,000.
SOCIAL MEDIA
IMPACTSOUR YOUNG PEOPLE & OUR COMMUNITY.
At the President's urging and by his example, the entire Federal Government has bounded into the world of social-networking. Twenty-five agencies now have YouTube channels. The Library of Congress has begun posting thousands of historical photos on Flickr. In one week alone back in 2009, about thirty agencies, including the White House, have joined Facebook.- Time, May 2009““ If you want a sense of where the world's media habits are
headed, it makes sense to watch what kids are doing."
Media in the Lives of 8-18 Year-Olds Kaiser Family Foundation
January 2010
P.S.MORE THAN HALF OF THE HUMAN RACE
IS UNDER THE AGE OF 30.
THEY’VE NEVER KNOWN LIFE WITHOUT
THE INTERNET.
95%Percentage of American teens that use the Internet.
74%Access on Mobile
78%Percent of American teens that own a cell phone.
47%Smartphones
Tablets & Smart Phones
0
12.5
25
37.5
50
Smart Phones Tablets
2013 2011
2013
2011 2013
201147% 23% 23% 11%
FacGrowing Rapidly Dominant but
Slowed
0
25
50
75
100
2011 2013
Twitter Instagram Facebook
IT’S SAFE TO SAY THAT THE QUESTION IS NO LONGER“DO WE NEED SOCIAL MEDIA?”
IT’S...
HOW DOES IT INFLUENCE THE WORLD?
““ Social media is the vehicle by which men have finally
decided it's cool - and valuable - to open up, share, make friends, share faith and have conversations.”
Diane Hessan, CEO, Communispace http://communispace.com
WOMEN HAVE KNOWN THIS FOR EONS
“Social media is the ongoing conversation of the planet.
Roman Wax Tablet 21st Century Descendant
SOCIAL MEDIADONE
WELL!
221 MILLION.The number of views on BlendTec’s YouTube Channel.
Why Did this Stick?
THE KEY TO ALL SOCIAL MEDIA
Be Human!
Have Fun!
Be Real!
Be Interactive.
Have a good product.
Sell It!
THE KEY TO ALL SOCIAL MEDIA
We need to createmessages that
stick!
Take a negative story
insert yourself into it
CHANGE THE STORYto make it your own
EVERYONE HAS A BRANDSocial media gives everyone their own unique universe
BUT…HOW DO WE
ENGAGE YOUTH?
3 x 3
Social
Social
Media
Network
First have an effective network with youth#1
Perceptions
Attitudes
Perceptions and attitudes are different
today than they were yesterday
#2
Short term
Real
Impact
Change
Messages should be “preventative”
(i.e. lead to real change)
#3
Beneficial vs. Powerful
3 x 3
#1
KNOWWHO YOU ARE!
Know Who YOU Are!
The Virgin
Know Who YOU Are!
The Ultra
Know Who YOU Are!
The Dipper
Know Who YOU Are!
The DenierI have
no signal!
HELP!
Know Who YOU Are!
The Lurker
“I guess I just use
it to creep on people’s lives.” - Anonymous
Know Who YOU Are!
The Lurker
The Peacock
Know Who YOU Are!
Know Who YOU Are!
The Ranter
Know Who YOU Are!
The Approval
Seeker
Don’t be afraid to let them know that you
don’t know what you’re doing.
But… that you’ll figure it out together.
#2
MAKE SOME NOISEAND TELL YOUR STORY
Case studies of effective campaigns
#GroceryInjustice
#GroceryJustice
Inspire a Shared VisionWe don’t believe 400,000 people in Chicago
should be living in a food desert.
Then… MOBILIZE!
Legisla(veAdvocacyIllinois’HouseBill1/HeroinCrisisAct
Benefits• Reachalargepopula.onofpeople
quickly• Educatecohortonatopicthat
affectsthem• Inspirethemtotakeac.on(Callto
Ac.on)• Ac.ontakencontributestooverall
goal• Opportunitytoacquirenew
followers,subscribersandvolunteers
TheRoleofSocialMediainAdvocacy
1. Start a petition2. Sign/share petition3. Reach new audiences4. Engage with decision makers5. Declare victory!
How It Works:click here
Why It Worked
Take “You Can’t Sit With Us” T-Shirts Off the Racks
Preven(onIs
Harmreduc.onisasetofprac.calstrategiesandideasaimedatreducingnega.veconsequencesassociatedwithdruguse.
Amovementforsocialjus.cebuiltonabeliefin,andrespectfor,therightsofpeoplewhousedrugs.
Whatisit?
Strategies
Incorporatessaferuse,manageduseandabs.nence:
•SyringeAccess•OverdosePreven(on•Training:s(gmareduc(on,leadership
development,culturalcompetency
Changeischallengingforpeople
ShiLingfrommoraltoscience/healthtac.cs
“Isn’tthisenablinguserstocon.nueusing?”
Communica(ngControversialSubjectMaIer:
OverdosePreven+on
OverdosePreven(oninSocialMedia
#3 Choices Matter Campaign
Choices Matter
KEEP CALM
IT’S
BREAKTIME
Mini Learning Sessions
TwitterInstagramSnapChat
Turning Tragedy Into Action
Chelsea LaliberteLive4Lali
Advocacy Panel
Moms in Action
Look at what you’ve done Tell Us About Your Plans
HAVE A GOOD PLAN
Know What to Share and What has Value
Use the 80/20 Rule!
20%
80%
The 80 / 20 Rule
Interesting ContentRelated to Mission
PromotionalContent about Your Brand
THAT’S WHY, IN GENERAL, WE WANT OUR POST FORMULA TO CONSIST OF:
1. A custom-designed image2. A brief text caption3. A short URL to a landing page 88%
Photo
12%
No
Photo
Rarely do we ever publish a post without an image. In the past 90 days, 88% of all posts we published contained a photo. On average, these posts received 53% higher engagement.
Be Relevant!
AND ACCURATE.
AND MEMORABLE.
Unnamed Company
Use Insights
Know WHEN to post…
Don’t go MIA
#168
WTF?!
Not All Your Fans will See Your Posts!
80Posts with 80 characters
or less receive 23% higher engagement. Problem is 75% of all social media
posts have more than 80 characters
48%The most effective calls to action include like, caption this, share, RT, yes/no, etc. These receive 48% more
engagement.
7x
Posts that ask for shares or RT’s have a share rate of 7x higher than those
that don’t.
WIN
Posts that use the words “winner” and “win” get a 68% higher engagement
rate.
+100%
Posts that have a question at the end have a 2x
higher comment rate.
Create Solid
VISUAL Content
we
PHOTOS
LINKS
WHERE TO FIND OR CREATE GREAT VISUAL CONTENT
WHERE TO FIND OR CREATE GREAT VISUAL CONTENT
CompfightUnsplashNew Old Stock
Royalty and Copyright Free Images
Piktochart Infographic Creation
Canva Create Graphics/Buttons Etc.
Use#Trending
Topics
#TheDecision
Avoid Using Angry orNegative Language
My mom meant to say, “butt dial” but instead she said, “Grandma booty called me today!” #MomQuotes
@ElizH20
My mom once said, “That was funny, you should twerk about it.” #MomQuotes
@rogue1971
My brothers and I asked my mom who her favorite kid was. She said, “I don’t have one. You all equally annoy me!” #MomQuotes
@GToRAWReS
I heard my mom say, “I love you.” I replied, “I love you too,” and she said, “I’m sorry, I was talking to the dog.” #MomQuotes
@CvonHake015
My dad always tells me, “Don’t use your turn signal. It’s no one else’s business where you’re going.” #Dadvice
@Xyuppi
At the airport my dad said, “Put one shoe in each suitcase so if it gets stolen they can’t wear your shoes.” #Dadvice
@BAlmeida98
My dad always said, “You better go to church every Sunday. We need somebody in this family to go to Heaven.” #Dadvice
@Eric_Conga
“ LISTEN
CHANGE
ENGAGE
Know the Rules!
No Vegas hotel could be worth this wait. Over an hour to checkin at the Aria. #fail
Aria - Las Vegas
Sorry about your bad experience. Hope the rest of your stay in Vegas goes well.
Aria - Las Vegas
Mistake AlmostEveryone Makes
on Twitter
@LEADLFLB is awesome! Check them out: http://www.leadingefforts.org#DrugPrevention #Truth
The Right Way toTweet for the
Right Audience
Day 2
Let’s talk addictionWhere all can see
December 11, 2012 - The Day Life As I Knew it Changed
“We have your son in custody, we need you to come to the police department.”
Who? What? How? Why?
12/11/12, 10pm Sargent Sean: We received a tip that your son was going to the city to pick up. When we pulled him over he had 60 bags of heroin. This is a Class X felony. He will be going away for a long time.
Excuse me? You have who?
He had what? Heroin?
Why would my son have heroin? HOW MUCH?
12/12/12 My Status:
Last night my beloved first born was arrested by the Metropolitan Enforcement Group (MEG) with 60 (SIXTY) bags of heroin. Yes, HEROIN. I was told this is a Class X felony punishable by up to 60 years in the penitentiary. He is currently sitting in Lake County jail awaiting bond court and arraignment. Some will look at this and say, “why air this on Facebook”? I’ll tell you why - most of my friends, my community, my co-workers, know me, our family, how we’ve raised our kids - I was a stay at home mom, the scout leader, the Sunday School teacher, room mom, etc. My son is brilliant, scored in the top 2% in the state on the SAT, the only student in the state who aced his constitution tests, a mensa IQ, boy scout, tutor, mentor, played sports, musical instruments, is a good friend, and a great son, never any issues, problems, or concerns - if happened to us, IT CAN HAPPEN TO YOU, TO ANYONE. This was not an inner city banger, this is my son, the kid you all know and love. He is still the beautiful boy I love, he’s just sick. Whatever spirituality you practice, keep Alexander in your heart, thoughts, and prayers, please, and thank you.
(I hesitated only briefly, then hit post)
Little Did I know
WOW My daughter……. My best friend…...
My son…. My husband…………. My sister…..
My mother…… My cousin……..
Help….. How could I tell if…..
What should I do now…...
My SoapboxAnyone using opioids needs naloxone in the house. There is no room for judgement, end the stigma.
2,327
It’s called harm reduction. A dead user can never recover. Never say not my child - I made that mistake.
We can’t incarcerate our way out of this epidemic. Dying of a heroin OD does not make you a scumbag.
Replace prison terms with treatment options. Labels are for jars, not people.
Look for these things: missing spoons, cotton balls laying around, q-tips with the ends ripped off, aluminum foil missing, pin point pupils that don't change in the light, apathy about appearance, weight loss, craving sweets, living area filthy.
OK time for me to start talking truth, maybe it will make a difference in one person's life. I have had three friends lose their sons to heroin overdoses since September. These were solid, middle class, working families, very involved in their children's lives. Involved in church, family activities, college, etc. and the closet in the skeleton was heroin - HEROIN knows no class, no lineage, no race, no status - these families can attest to that.
Listen, Engage, Change
Today….From IV Heroin to Lifesaver
http://www.myodysseythroughthepoppies.com/
TEXT-A-TIP➤What is it? ➤Who uses it? ➤How does it work? ➤How can I bring Text-A-Tip to my
community?
MediaRelations101
ChelseaLaliberteLive4Lali
Whydoyouneedmediastrategy?
• Becausethemedianeedstoknowthatyouarewhotheyhavebeenlookingfor!
NEWSFLASH
• Substanceuse,addictionandoverdoseareMAJORtopicsinthenews.
• ReportersareDESPERATEforrelevantinformationaboutthesetopics.Itkeepstheminbusiness.
• Thereareevensomepublicationsdedicatedsolelytosubstanceuseandhumanrightsissues:– TheFix.com– DailyBeast.com
Findwaystoletpeopleknowyouexist
• What’syourstory?• Whatisyourmessage?• Whoareyourmessengers?• Howareyoudeliveringmessages?• Areyourmessagesnewsworthy?
1.Determineagoal
• UseS.M.A.R.T.goals– Specific– Measurable– Achievable– Results-focused– Time-bound
2.Makeitnews!
• Givethemareasontotalkaboutyou!• Alwaysask:isthistopicnewsworthy?• Whatmakessomethingnewsworthy?
– Timing– Proximity– Prominence– Unusual/interesting– Humaninterest
3.Knowyouraudience.
• Businessleaders– Tradepublications– Businessspecificjournals
• Generalcommunity– Mainstreampublications– Eveningnews
• Newvolunteers– Communityactivityblogs– Socialmedia
• Eventpromotiontargetingchildren– TVmorningshows– Eventcalendars/”ForKids”listings,etc.
4.It’snotalwaysaboutYOU.
• Findchancestoshareyourexpertise.• Newsjacking–theartandscienceofinjectingyourideasintoabreakingnewsstoryandgeneratingtonsofmediacoverageandsocialmediaengagement.
• Stayinformed!• Becomeareliablesource.
5.Meetadeadline.
• Newsisadeadline-drivenbusiness.• Askaboutdeadlines!• Knowwhentopitch.• Knowwhentohustle.• Planaccordingly.
6.Keepitsimple.
• Spaceandtimetotellyourstoryarelimited.• Sticktobasicwhenyouhaveto.NOJARGON.• It’sbettertotellpartofthestorythannostoryatall.
7.Practicemakesperfect.
• GivinganinterviewisNOTsomethinganyonecan/shoulddo.
• Letthemostwell-spokenpersoninyourshopgivethem!
• Practice!
8.Animageisworth1,000words
• Decliningnewsbudgetsmeanit’shardertosendsomeonetoyoureventtocollectimages.
• Ifyoucandoitwell,providehigh-resolutionphotosorqualityvideoformediatouse.Makeiteasytoshare–useDropboxorWeTransfer.
• Focusonquality.• Keepthingsshoreandeasytoshare.• Photosgenerate87%ofinteractionratesonFacebook.Nothingelsegetsabove4%.Qualitymatters.
9.Bethemessage.
• Gettoknowthereportersandletthemgettoknowyou.Reinforceyourexpertisewhenrelevant.
• Reinforcecredibility,vouchforcoverage,spreadtheword.
• Engagedifferencemakersasorganizationadvocates.
10.Acceptreality.
• Understandhowmediaworks–newshappens.• Opinionjournalismandadvocacyjournalism• Despitebestefforts,yourbrilliantpitchmightgetpushedbecauseofothernewsorbiggerstories.
• Beunderstanding.You’reneverguaranteedcoverage.
• Asktotryagaintomorrow!
Contact Us >>>
CHELSEA LALIBERTE [email protected]
Live4Lali http://www.live4lali.org
f: fb.me/live4lali t: @live4lali i: @live4lali
Access today’s presentation materials at www.ipreventconference.org/sd
ANDY DURAN [email protected]
LEAD & SPEAKUP! http://www.leadingefforts.org http://www.speakupcoalition.org
f: fb.me/leadingefforts t: @LEADLFLB i: @LEADLFLB