drug free action alliance - midwest alcohol policy summit (social media)
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Facilitated By: Andy Duran, Executive Director !
Linking Efforts Against Drugs (LEAD) SpeakUP! Prevention Coalition !
Lake Forest, IL
lead
CHANGE!THE CONVERSATION USING!
SOCIAL MEDIA
You ain’t NEVER going to find me on that
Interweb!” !
- Grandma, 2006
“
IT’S NOT ENOUGH JUST TO !BE PRESENT!
“It’s just now reached such a critical mass, it’s too hard to ignore. !You don’t want to be “that guy” or “that brand” who refused to adapt to change and loses touch with reality.” !Julia Roy Senior Manager, New Media Coach, Inc. http://juliaroy.com
Social media is the same today as it was yesterday.
lead
About Me
“Think Differently
SOCIAL MEDIA!IS
AWESOME.
221 MILLION.The number of views on BlendTec’s YouTube Channel.
221 MILLION.The number of views on BlendTec’s YouTube Channel.
Why Did this Stick?
THE KEY TO ALL SOCIAL MEDIA
THE KEY TO ALL SOCIAL MEDIA
Be Human!
THE KEY TO ALL SOCIAL MEDIA
Be Human!
Be Real!
THE KEY TO ALL SOCIAL MEDIA
Be Human!
Have Fun!
Be Real!
THE KEY TO ALL SOCIAL MEDIA
Be Human!
Have Fun!
Be Real!
Be Interactive.
THE KEY TO ALL SOCIAL MEDIA
Be Human!
Have Fun!
Be Real!
Be Interactive.
Have a good product.
THE KEY TO ALL SOCIAL MEDIA
Be Human!
Have Fun!
Be Real!
Be Interactive.
Have a good product.
Sell It!
80% of marketers incorrectly begin with tactics instead of mission.!!
- eMarketer Report
LET’S GET STARTED!MISSION
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
METRICS
LET’S GET STARTED!MISSION
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
METRICS
Start Here
Not Here
SOCIAL MEDIA LOGIC MODEL
Mission
Why are we doing this?
leadcopyright, 2014
SOCIAL MEDIA LOGIC MODEL
Mission
Why are we doing this?
Goal
Goal
Goal
What do we want to accomplish?
leadcopyright, 2014
SOCIAL MEDIA LOGIC MODEL
Mission
Why are we doing this?
Goal
Goal
Goal
What do we want to accomplish? Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
How will we achieve our goals?lead
copyright, 2014
SOCIAL MEDIA
IMPACTS!OUR 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
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.
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.
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.
Percentage of American teens that use the Internet.
95%Percentage of American teens that use the Internet.
95%Percentage of American teens that use the Internet.
74%Access on Mobile
Percent of American teens that own a cell phone.
78%Percent of American teens that own a cell phone.
78%Percent of American teens that own a cell phone.
47%Smartphones
Tablets & Smart Phones
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
FacGrowing Rapidly Dominant but
Slowed
0
25
50
75
100
2011 2012
Twitter Instagram Facebook
Take a negative story
insert yourself into it
CHANGE THE STORY to make it your own
Take a negative story
insert yourself into it
CHANGE THE STORY to make it your own
Use THEIR WORDS to tell YOUR STORY!
Here’s An Example
2.5 oz. every 14 days
Restricted medical conditions
A person shall not drive under the influence of...
18 year olds can receive a medical marijuana certification
22 cultivation centers 60 dispensaries
Here’s What they Say Here’s What they Mean
Here’s An Example
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions
A person shall not drive under the influence of...
18 year olds can receive a medical marijuana certification
22 cultivation centers 60 dispensaries
Here’s What they Say Here’s What they Mean
Here’s An Example
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches, eczema, writers cramp
A person shall not drive under the influence of...
18 year olds can receive a medical marijuana certification
22 cultivation centers 60 dispensaries
Here’s What they Say Here’s What they Mean
Here’s An Example
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches, eczema, writers cramp
A person shall not drive under the influence of...
no field testing mechanism, marijuana is the identified
drug in 14% of fatal crashes
18 year olds can receive a medical marijuana certification
22 cultivation centers 60 dispensaries
Here’s What they Say Here’s What they Mean
Here’s An Example
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches, eczema, writers cramp
A person shall not drive under the influence of...
no field testing mechanism, marijuana is the identified
drug in 14% of fatal crashes
18 year olds can receive a medical marijuana certification
you must be 21 to drink, but only 18 to smoke marijuana?
22 cultivation centers 60 dispensaries
Here’s What they Say Here’s What they Mean
Here’s An Example
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches, eczema, writers cramp
A person shall not drive under the influence of...
no field testing mechanism, marijuana is the identified
drug in 14% of fatal crashes
18 year olds can receive a medical marijuana certification
you must be 21 to drink, but only 18 to smoke marijuana?
22 cultivation centers 60 dispensaries
do you want your home next to a dispensary?
Here’s What they Say Here’s What they Mean
Facebook Page Tips to Help
You !
Not Look Like A
Fool!
Know the Difference — Personal vs. Business
Know the Difference — Personal vs. Business
Business Page Benefits
Know the Difference — Personal vs. Business
Business Page Benefits
Pages are Public
Know the Difference — Personal vs. Business
Business Page Benefits
Pages are PublicInstall Apps and Tabs
Know the Difference — Personal vs. Business
Business Page Benefits
Pages are PublicInstall Apps and TabsRun Ads, Contests, Promotions
Know the Difference — Personal vs. Business
Business Page Benefits
Pages are PublicInstall Apps and TabsRun Ads, Contests, PromotionsInsights and Analytics
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!
Unnamed Company
Don’t go MIA
Not All Your Fans will See Your Posts!
What?!
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
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.
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.
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.
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.
“Know the Rules!
“ LISTEN
CHANGE
ENGAGE
Know the Rules!
Aria - Las Vegas
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
Mistake Almost!Everyone Makes!
on Twitter
@LEADLFLB is awesome! Check them out: http://www.leadingefforts.org #DrugPrevention #Truth
Mistake Almost!Everyone Makes!
on Twitter
@LEADLFLB is awesome! Check them out: http://www.leadingefforts.org #DrugPrevention #Truth
The Right Way to!Tweet for the!
Right Audience
“Start a
CONVERSATION...
“Start a
CONVERSATION...
... then change it!
Twitter Goes (Really) Mainstream
10% Actively Use Twitter
My Predictions for 2014
Content Overload Will Only Increase
Outsourcing Social Media will Become the Norm
Visuals Will Become a Priority
Here are Some Samples
A FEW TIPS & TRICKS
CHANGE THE CONVERSATION USING SOCIAL MEDIA
ANDY DURAN aduran@leadingefforts.org !LEAD & SPEAKUP! http://www.leadingefforts.org http://www.speakupcoalition.org !f: fb.me/leadingefforts t: @LEADLFLB
WE ARE GOING TO DRIVE!HOME 3 CRUCIAL POINTS...
#1. SOCIAL MEDIA!IS
HUGE.
If Facebook were a country, it would be the ____ most populated in the world !
!
If Facebook were a country, it would be the third most populated in the world, ahead of the United States.
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.
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
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.
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.
NINETY FIVE.
zThat’s 13x more than the Library of Congress.
NINETY FIVE.The percentage of companies using LinkedIn to find and attract employees
zThat’s 13x more than the Library of Congress.
NINETY FIVE.The percentage of companies using LinkedIn to find and attract employees
59% Use Facebook 42% Use Twitter
The number of marriages last year between people who met through social media
1 in 6.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.
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.
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 ongoing conversation of the planet.
It is the source of news, it is the connector to the giant multi-celled organism called planet Earth. As time goes on, social media is my home on the internet. It is the place where I spend the most time. It is where I do business. It is where I hang out with my friends. It is where I find out about new movies, television and other products. It is my diary. Looking back on my wall, I have a history that is far richer than any diary or journal." !Roseann Duran, CPO, Web.com Group, http://www.web.com
““ 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
““ 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 mainstream. !The average Facebook user-age continues to rise. It’s not just for kids anymore. !It moves the media mouthpiece and content distribution into the hands of the public.” !Emily White, Co-Founder, Whitesmith Entertainment http://whitesmithent.com
“On its own, water does some cool things, but when combined with other compounds it enabled the evolution of all forms of life. !Social media on its own is nice, but when combined with other tools, it is enabling everything to evolve, from communications to business to politics to faith.” !!Mike Volpe, VP Marketing, HubSpot http://www.hubspot.com
Social media is like water.
“It’s just now reached such a critical mass, it’s too hard to ignore. !You don’t want to be “that guy” or “that brand” who refused to adapt to change and loses touch with reality.” !Julia Roy Senior Manager, New Media Coach, Inc. http://juliaroy.com
Social media is the same today as it was yesterday.
ALL MEDIA!IS NOW SOCIAL MEDIA!!
YET THE BASIC RULES!REMAIN THE SAME.
IF YOU’RE NOT ON THE TRAIN...
HERE’S WHAT YOU NEED TO DO:
DON’T WORRY!
“Social media IS media.
DEFINE YOUR SOCIAL MEDIA STRATEGY
STOP THINKING “CAMPAIGNS” START THINKING “CONVERSATIONS”
STOP THINKING “CAMPAIGNS” START THINKING “CONVERSATIONS”ASK FOR HELP, IF YOU NEED IT.
LET’S GET STARTED!
!
YOUR
CHALLENGE
#
168
A FEW TIPS & TRICKS
Be the change you want
to see in the world.”
!
- Gandhi
“
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