Utilizing Technology for Behavior
Change
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What are these people doing?
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Social Media Memes and Cultural Significance
Social Media Landscape in the Developing World
5
Facebook is a Global Leader
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Social Media Usage is Ubiquitous
ChinaLatin
America Africa
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• 42% of Chinese have access to the internet (but that is still more that 550 million people!)
• 82% of Chinese have a mobile device. That is more than 1 billion mobile subscriptions.
• Not surprisingly, mobile internet use outpaces desktop internet use.• 91% of internet users are engaged with social media.
China
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• Of the online population 96% are involved in social networks• 60% of social media users are under 30• 1 out of every 4 minutes online is spent on Facebook• Twitter and Orkut are the 2nd and 3rd most popular networks
Latin America
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• 650 million mobile phones on the continent• Africa is a leader, just behind Asia in mobile internet usage with
14.85% of all internet traffic coming from mobile devices (Latin America 2.86%, Asia 17.84%)
• Facebook is the leading website in Africa with 44.9 million members.
Africa
Listen First
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Is Social Media The Right Fit for your Campaign Goals and Audience
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Goals Analysis
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Audience Analysis
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Use online listening tools
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Form Insights
Plan Your Campaign
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Incorporate Social Marketing Theory
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Define your Social Media Strategy
The Strategy is not what you are going to do
It is HOW you are going to do it
Social Platforms
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Finding the Right Platform
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Social Platforms in China
In China… instead of using email or IM people immediately go to social networking.”
“
REINEKE REITSMARESEARCH DIRECTOR ATFORRESTOR
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• Blogs are websites organized around short “entries” of text, photo or video, displayed in reverse chronological order
• Common blog types include:– Individual Blogs: Personal journals– Affinity Group Blogs: Blogs on a specific topic like Parenting, Food, Travel– Business: Corporate blogs authored by execs or employees– News Outlets: Blogs maintained by traditional media
Social Platform #1 Blogs
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Blogs for Behavior Change
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• Microblogging is a form of status updating that allows users to publish short updates of either text, images or video to the web.
• Users can update via text message, IM, E-mail, or the web
• Microblogging communities form around passions as members share updates, comment on others’ status, and engage in two way dialogue
Social Platform #2 Microblogging
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Microblogs for Behavior Change
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• Social networks are online communities of people who share interests and/or activities.
• Members create a profile and use features like message boards, profile posts, fan groups, and applications to interact.
Social Platform #3 Social Networks
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Social Networks for Behavior Change
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• Multimedia sites allow users to share their own audio, images, and video with each other
• YouTube is #2 search engine after Google• Every demographic views photos and videos
Platform #4 Multimedia Sharing
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Videos for Behavior Change
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Social Platform #5:Mobile Communication: SMS and Apps
• SMS Programs use texting technology to reach people that have opted in to receive messages from your program. There are vendors that specialize in texting programs and can help you set up your short code and provide software that manages your database of numbers and allows you to send messages.
• Mobile Apps are pieces of software that run on your phone. Custom apss can be created to support campaign objectives.
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SMS Programs for Behavior Change
Measurement
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Conversation Impact™ measures how effective campaigns are in moving individuals towards action
Measurement
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Measuring Reach, Preference & Action
Video Views
Number of Wall Posts
Number of New Fans/Likes
Reach and Positioning ActionPreference
Impressions Desired Behavior ChangeSentiment
Survey-based Preference
Likes Per Post
Media Uploads (videos, photos)
Link Click-throughs
Link Shares
Questions?