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LINDA REINSTEINAsbestos Disease Awareness Organization
(ADAO)President/CEO and Co-Founder
linda@adao.us
“LEVERAGING SOCIAL MEDIA ADVOCACY FOR ENVIRONMENTAL AND OCCUPATIONAL DISEASE
PREVENTION”Jaipur, India
November 17, 2011
Overview• Introductions
• Examples of Social Media Campaigns & International Trends
• Building & Sustaining a Culture of Collaboration
• Leveraging Platforms, New Tools, & Analytics
• Best Principles, Platforms, and Practices
• Interactive Workshop: Organizational Content Development, Impactful Social Media Messaging and Application and Partnering for Prevention
Get Social
#ANROEV #ABAN
Linda@adao.us
Linda@adao.us
Introductions
ADAO DedicationLarry
Florida, USAMesothelioma Patient - Age 66
www.AsbestosDiseaseAwareness.org
ALAN REINSTEIN former ADAO President
Mesothelioma Victim
May 2006May 2005Linda@adao.us
www.adao.usEducation. Advocacy.
CommunityLinda@adao.us
Collective Activism
Civil Society
Private Sector
Government
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Asbestos is a known carcinogen107,000 workers die annually from ARD
There is no safe level of exposure
Conversations
Return on Investment (ROI) versus Return on Engagement (ROE)
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Building a Culture of Prevention
XIX World Congress on Safety and Health at Work
The International Social Security Association reported, the “cost-benefit potential for investments in prevention may be as strong as 1:2.2, and even higher in some cases.Linda@adao.us
Environmental
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2,000
Occupational
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“Research shows that only one in ten tradesmen know that exposure to asbestos can prove fatal” even though they account for 25% of the asbestos related deaths in the UK annually.” – The British Lung Foundation
“Construction workers were found to be 11 times more likely to develop mesothelioma, due to asbestos exposures at the site.” – 2010 Presidents Cancer Panel
Workers at Risk
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Social Media AdvocacyCampaigns
• 1980 Mothers Against Drunk Driving
• 1982 Susan G. Komen for the Cure
• 1985 Rock Hudson and AIDS• 2004 Lance Armstrong
“Livestrong”
EDUCATION. ADVOCACY. COMMUNITY.
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Global Internet Usage - 30.2%
Reinstein Slide – Data March 2011 http://www.internetworldstats.com/ Linda@adao.us
International Social Networks
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Global Mobile Cellular Subscriptions by Level of
Development
Source: ITU World Telecommunication/ICT Indicators database
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Average User
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Smart Phones
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Mobile Office
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No Boundaries, No Borders
Students and Families Protesting in Bihar, India
Examples of Social Media Asian Campaigns
Building & Sustaining a Culture of Collaboration
Digital Revolution
• Grow Your Organization• Leverage your Network • Reach & Connect with People Around
the World• Raise Money• Effect Positive Change and Public
PolicyLinda@adao.us
Fernanda GiannasiASSOCIAÇÃO BRASILEIRA DOS
EXPOSTOS AO AMIANTO (ABREA)
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"Every tool is a weapon if you hold it right" Ani DiFranco
The Art of Effective Messaging
Make and/or use news to generate publicity• Press Releases
• Video Blog
• Newsletters
• eBlasts
• Interviews (Print, Blog, and Radio)
• Letters to the Editor
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Traditional Media
• Broadcast
• Radio
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New Media Blogs eZinesConstant Contact Podcast/WebcastsDatabase Platforms Reciprocal LinkseBlasts Secure DonationsFacebook/Ning Twitter
Message BoardsWebinar/Teleseminars
Newsletters WebsitesPetitions YouTube
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Maximizing Collaboration
Education ● Advocacy ● Community
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Education
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Advocacy
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ADAO Online Screening of “Breathtaking”
Community
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Sustainability• Review your mission and vision
• Build and expand long term relationships
• Keep learning and remain update with trends and news
• Track results
• Embrace and promote unity, respect, and solidarity
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Leveraging Platforms, New Tools, & Analytics
Principles, Platforms, and Best Practices
SHARESHARE
CONNECT
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COMMUNICATION. COLLABORATION. ACTION.
SOCI
AL M
EDIA
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5 Key Social Media Principles
1. Define your social media mission and goals
2. Identify your target audience
3. Connect and Share in the correct ‘language’ – video, text, graphics
4. Utilize social media embedded features to share and translate
5. Expand your networks through authentic and consistent engagement Linda@adao.us
PORT
ALS
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BLOG
S
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Tran
slate
and
Sha
re
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Digital and Knowledge Revolution
If Facebook was a country, it would be the 3rd largest in the world
About 70% of Facebook users are outside the United States
Linda@adao.us
Linda@adao.us
Micro-bloggers include:• United Nations• World Health Organization• International Labour Organization • American Public Health Association • U.S. Environmental Protection
Agency • U.S. Centers for Disease Control
Linda@adao.us
Linda@adao.us
• Nearly 8 years of content uploaded every day
• More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
• 70% of YouTube traffic comes from outside the US
• YouTube is localized in 25 countries across 43 languages
“Asbestos Kills” (PSA)
9/11
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Data Visualization
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Multimedia(Seen, Heard, or
Interactive)
Integrative Mixed Media Platforms
Technology (PC or Mobile)
Micro-Messaging(Less than 140
words)
Macro-Messaging
(Greater than 150 words)
Bulletins, Blogs and
Newsletters
Twitter, LinkedIn, and
Short Message Service (SMS)
Videos, Photos, Slideshows, Music,
and Polls
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1. Participants: Organizational Content Development
2. Participants: Impactful Social Media Messaging and Application
3. Participants: Partnering for Prevention
Participants: Organizational Content Development (30)
Participants: Impactful Social Media Messaging and Application (45)
Discussion: Partnering for Prevention (15)
Linda@adao.us
Linda@adao.us