andy duran's keynote on effective use of social media for substance use prevention for the 2016...
TRANSCRIPT
Effective use of social media in substance USE
prevention
leadAndy Duran
LEAD
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
BUTT
“Think Differently
Take thisPersonally!
YOU!
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
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!
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, WE WANT OUR POST FORMULA TO CONSIST 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.
Tips to HelpYou
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 all social media
posts have more than 80 characters
48%The most effective calls to action include like, caption this, share, RT, yes/no, etc. These receive 48% more
engagement.
7x
Posts that ask for shares or RT’s 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
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
“ 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
@TwinzTweet
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
TAKEOVER THURSDAY
##
April 20-21, 2016 San Diego
EFFECTIVE USE OF SOCIAL MEDIA IN SUBSTANCE PREVENTION
ANDY DURAN [email protected]
LEAD & SPEAKUP! http://www.leadingefforts.org http://www.speakupcoalition.org
f: fb.me/leadingefforts t: @LEADLFLB
www.leadingefforts.org/FLSummitTODAY’S MATERIALS CAN BE FOUND AT