Post on 14-Apr-2017
transcript
Andy Duran, Executive Director - LEADChelsea Laliberte, Executive Director - Live4Lali
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!
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
#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
#3
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, OURFACEBOOK POST FORMULA CONSISTS 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.
Facebook PageTips to Help
You
NotLookLikeA
Fool!
Know the Difference — Personal vs. Business
Business Page Benefits
Pages are PublicInstall Apps and TabsRun Ads, Contests, PromotionsInsights and AnalyticsMultiple Admins and Roles
PLUS - Facebook Says “No!”
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 Facebook posts
have more than 80 characters
48%The most effective calls to
action on Facebook include like, caption this, share, yes/no, etc. These
receive 48% more engagement.
7x
Posts that ask for shares 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
Dr. Maureen Powers
KEEP CALM
IT’S
LUNCHTIME
Change?
• Didn’t think you were serious • Comfortable • Didn’t want to! • Know who I’m sitting with • Didn’t want to leave stuff behind • Didn’t know why or how
Change?
• We must be willing to change our own behavior
• We must ask and understand “why” • We must be willing to “come to the
other side”
Change?
#AskAboutPrevention
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
How to Attract People with Facebook
GOOD NEWS
BAD NEWS
BAD NEWS
GOOD NEWSyou don’t have to be…
or
STEP #1
KNOW WHAT TO TWEET
1. Your own content2. Find a “content well”
HERE ARE 6 PLACES WHERE YOU CAN REGULARLY DISCOVER TWEET WORTHY
CONTENT
Use Feedly as a one-stop-shop to peruse everything going on in your industry, and hand-pick which articles to tweet.
Check out the top stories across multiple news sites on most-popular.alltop.com
StumbleUpon is a giant collection of the
best pages on the Internet.
Identify your interests, then StumbleUponwill recommend great websites, photos
and videos. stumbleupon.com
TWITTER ITSELF
CREATE LISTSUSE #HASGTAGS
STEP #2
REMEMBER THE VISUALS
Try incorporating an image into every 3 or 4tweets so they appearmore prominently in auser’s feed and on your
profile page.
STEP #3
“Follow” and “List” a lotof people (without being spammy)
STEP #4
Start a conversation…then change it!
LET’S GO!
click me
“ 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
“Start a
CONVERSATION...
... then change it!
Mistake AlmostEveryone Makes
on Twitter
@LEADLFLB is awesome! Check them out: http://www.leadingefforts.org #DrugPrevention #Truth
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
How to AttractPeople With
Build Your Audience#1
Make sure yourpage is completewith searchable
content
Overview
Link to Website
Hours, Location, Map, etc.
Invite Existing Contacts to Like Your Page#2
Page Admin >>More (…) >>
Invite Friends/Suggest PageLet’s Go!
Integrate (Both Online and Offline)#3
Consider Some Advertising
Image should have a 1.91:1 ratio (ideally 1200x627 px)
Link title is no longer than 25 characters and
description is no longer than 3
lines.
URL and “Sign Up” button link to landing page to capture registration
Copy is fewer than 90 characters so
that it will not truncate anywhere
the ad is placed.
Let’s Take a Look!
$1,000,000
If you woke up tomorrow with a
social media budget,what would you do?
Strategy
Post Frequently
Create Content with Social Context in Mind
We don’t believe 400,000 people in Chicagoshould be living in a #FoodDesert
Tag Other Pages in Your Posts
Host a Q & A or a Poll
TAKEOVER THURSDAY
##
To achieve the total number of maximum points possible.
VOTE COMBO Score 1 Score 2
Circle / Circle 1 1
Circle / Square 3 -3
Circle / Triangle 0 -1
Square / Circle -3 3
Square / Square -3 -3
Square / Triangle 5 -2
Triangle / Circle -1 0
Triangle / Square -2 5
Triangle / Triangle 3 3
VOTE COMBO Score 1 Score 2 Total Possible
Circle / Circle 1 1 2
Circle / Square 3 -3 0
Circle / Triangle 0 -1 -1
Square / Circle -3 3 0
Square / Square -3 -3 -6
Square / Triangle 5 -2 3
Triangle / Circle -1 0 -1
Triangle / Square -2 5 3
Triangle / Triangle 3 3 6
VOTE COMBO Score 1 Score 2 Total Possible
Circle / Circle 1 1 2
Circle / Square 3 -3 0
Circle / Triangle 0 -1 -1
Square / Circle -3 3 0
Square / Square -3 -3 -6
Square / Triangle 5 -2 3
Triangle / Circle -1 0 -1
Triangle / Square -2 5 3
Triangle / Triangle 3 3 6
Contact Us >>>
CHELSEA LALIBERTE chelsea@live4lali.org
Live4Lali http://www.live4lali.org
f: fb.me/live4lali t: @live4lali i: @live4lali
Access today’s presentation materials at www.leadingefforts.org/smp_fll
ANDY DURAN aduran@leadingefforts.org
LEAD & SPEAKUP! http://www.leadingefforts.org http://www.speakupcoalition.org
f: fb.me/leadingefforts t: @LEADLFLB i: @LEADLFLB