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

Next Generation Services –

Social Media

– Social Media - Facebook,

Twitter, Instagram, Spotify,

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 each segment

– Took videos and posts live on

YouTube in realtime 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