ovw2012
TRANSCRIPT
Changing the Rules Of Engagement
Connecting with Teens and Young
Adults Through Digital Advocacy
Who we are...
• Brian Pinero– Director, loveisrespect
National Dating Abuse Helpline@darkshambo
• Wade Treichler– Director of Communications,
National Dating Abuse Helpline@wadeferd
Who We Are...• National Dating Abuse Helpline
– Peer Advocates provide services at
loveisrespect.org
– All advocates between the ages of 16 & 25
– Receive 40 hours advocate training
– Peer supervisors
– Communications team that also supports two
other organizations (70-80% of total time
allocation for two staff)
Audience
– We are serving 13 to 24 year-olds in dating abuse
relationships
– The audience engages on multiple channels and
expects to us as a service provider to meet them
where they are - channels we are sometimes not
ready or able to tackle
– We need to be open to their approach and language
- this is not always easy and sometimes challenges
our core values
Highlights of our Services
• Took over 23,000 chats in 2011
• Received over 21,000 calls
• 5,000 + text messages just this year with
limited outreach
1st Quarter Survey Results of Chat
• Find more than 80% of respondents
satisfied with the services they received
• 80% also reported an increase in their
knowledge of abuse
THROUGH CROSS-CHANNEL ENGAGEMENT WE PROVIDE THE
OPPORTUNITY FOR SERVICE AT EVERY POTENTIAL INTERACTION.
Our First Generation
Services
– Phone Services
– Web Chat
April 1st - 3rd, 2012 San Francisco, CA
Next Generation
Services - SMS/Text
Messaging– Introduced to offer another entry point
– Low threshold of engagement for texting
– More specific terms and engagement, more to the
point (AIDS.gov)
– Targeting unreached populations
– Developing robust policies
Next Generation Services –
Social Media
– Social Media - Facebook,
Twitter, Instagram, Spotify,
Storify,Flickr and whatever
comes out next...
Why is Social Media
Important in Advocacy?
• Average Facbook user has 245
friends
• Their friends have 359
Facebook friends
• A Facebook user can reach
more than 150,000 other
Facebook friends.
Data Source: Pew Internet, Hampton, Sessions, Marlow and Rainie
People are more likely to share information from their strong ties, but because of their abundance, weak ties are primarily responsible for the majority of information spread on Facebook. The figure above illustrates how a majority of influence (orange) can be generated by weak ties, even if strong ties are individually more influential.
Facebook Data Team : “Rethinking Information Diversity in Networks
Next Generation Services –
Loveisrespect.org Blog
– Robust pop culture content to educate
teens who are savvy on Chris Brown
and Rihanna, but don't understand
dating abuse
– Self-determined levels of engagement -
Lurker concept
– Targeting periphery networks
MTV Real World
– Response to an episode of MTV's Real
World that highlighted abusive behaviors
– Pre-screening allowed us to pre-write
posts, pre-record advocate videos in
response to each segment
– Took videos and posts live on
YouTube in real-time as segments aired
– Staff on the ground responding to comments on YouTube,
Facebook, Twitter, LIR Blog, in realtime
– Important to know your audience, understanding your assigned
channel
MTV Liveblog Outcomes
– Large engagement metrics on
multiple channels
– Engaged audience through a
national media event
– Involved advocates staff from
multiple departments
– Further developed a relationship
with MTV
• Pop culture issues• Small investment• Connects the issue
Are Apps
helping you?
When the helpline pushes an external resource, it pushes a website. There’s no point (for most service providers) to link to an app.
Mobile App
(iPhone, Android, BB)
Mobile Website
Mobile App
(iPhone only)
$0 $22,500 $45,000 $90,000$67,500
Cost vs. Users Reached
= 10,000
users reached
Data Source: Mashable – Aaron Maxwell
Return on Investment
What the heck is responsive web design?
Small + Medium + Large One site for every Screen…
http://johnpolacek.github.com/scrolldeck.js/decks/responsive/
“..the future of business isn’t tied to the permeation of Facebook, Twitter, smartphones, tablets or real-time geo-location check-ins. The future of business comes down to relevance and the ability to understand how technology affects decision making and behavior to the point where the recognition of new opportunities and the ability to strategically adapt to them becomes a competitive advantage.”Brian Solis
What We’ve Learned...
– Have a plan for comments and disclosure
– Content curation is a valuable tool
– Maximize the share-ability (keep it clever and short)
– Searchable archives to support curation
– Peer Engagements - people like us are too old
– Cross disciplinary staffing is critical to success of content