Using Social Media to Mobilize Young People

USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE

MIKE NEDELKO DIGITAL PROJECT &

SOCIAL MEDIA CONSULTANT linkedin.com/in/mnedelko/

1.1 POP-QUIZ LEVELLING THE SOCIAL MEDIA PLAYING FIELD

mike@hun0ng-‐cool.com linkedin.com/in/mnedelko/

PLEASE USE YOUR SIGNS TO VOTE

THE ANSWER

Which of the following are NOT all Social Media tools?

A. Twi5er, Facebook, Pinterest, QQ, RenRen, Instagram, LinkedIn…

B. Ren Ren, Instragram, Hi5

C. Pen Pals, Face-‐Swap, Tuck Tuck

QUESTION 1

D. Pulse, Vine, SoundCloud

SOCIAL MEDIA IS DISAGGREGATED

YOU HAVE TO ASK YOURSELF

•  WHO uses these platforms

•  WHY do they use them? •  WHAT do they share on them?

A. A megaphone

When young people were asked to liken their use of Social Media sites to inanimate objects, which object did they think was most like Facebook?

B. A mirror

C. An address book D. A photo album

QUESTION 2

FACEBOOK IS A MIRROR

“Young people are doing things on Facebook. They are dancing in front of digital mirrors. They are patting their friends on their digital backs. They are increasing the strength of their relationships through sharing. They are consuming and producing cultural artifacts that position them within society. They are laughing, exploring and being entertained.”

- Danah Boyd: The Principal Researcher at Microsoft Research

A. 120

You are wriOng a message on TwiPer – what is the maximum number of characters you can use?

B. 140 C. 160 D. None of the above

QUESTION 3

WHAT DO WE USE TWITTER FOR?

•  TWITTER is the megaphone.

•  "Tweets.”: Micro messages that are limited to 140-characters.

•  Sharing life as it happens in real

A. Share links on Twi5er.

What do people post about on TwiPer most?

B. Message with friends on a 1:1 basis.

C. Upload and share photos. D. Post comments about daily ac0vi0es.

QUESTION 4

TWITTER IN PLAIN ENGLISH

h5p://www.youtube.com/watch?v=jGbLWQYJ6iM

TWITTER VS FACEBOOK

Brand Ambassadors

for your organizaOon

InformaOon propagators for your

organizaOon

A. Like content on the ‘News Feed’.

What is the most popular acOvity on Facebook?

B. Message with friends on a 1:1 basis.

C. Upload and share photos. D. Share links to ar0cles, videos, web-‐

sites.

QUESTION 5

NOT REALLY A SURPRISE!

OR AS WE FROM THE I-NET SAY …

VISUAL COMMUNICATION!

A. North-‐America, Europe, Asia-‐Pacific, La0n America, Middle East & Africa

If you had to order regions by the number of Facebook users – which of the following rankings would be correct?

Europe, North-‐America, Asia-‐Pacific, La0n America, Middle East & Africa

Asia-‐Pacific, Europe, North-‐America, La0n America, Middle East & Africa

North-‐America, La0n-‐America, Europe, Asia-‐Pacific, Middle East & Africa

QUESTION 6

THE ASIA-PACIFIC REGION WINS!

What have Facebook shares, Re-‐tweets, TV-‐/ magazine interviews in common?

They reach the same amount of people on average. They are ‘earned’ media, because you don’t have to pay for them.

They cost an average of $1.60 per impression.

Each of these involve images which have a share ra0o of 6.8 per post.

QUESTION 7

WHAT IS EARNED MEDIA?

Paid Owned Earned

Print, Television, Radio, Magazines, Cinema, Outdoor,

Banners, Direct mail, Search…

Brochure, company website, Mobile Apps

Facebook shares, Re-‐tweets, Youtube, Instagram, PR

coverage, Forums

STRANGERS CONSTITUENCY FANS

1.2 THE WORKSHOP USING SOCIAL MEDIA TO

MOBILIZE YOUNG PEOPLE

@hun0ng_cool @mike_nedelko linkedin.com/in/mnedelko/

UNCERTAINTY

STRATEGY to 0e your Social Media to our organiza0onal goals. UNDERSTAND YOUR AUDIENCE in a Social Media World TACTICS that will maximize your impact with the right crowd. CAMPAIGN DESIGN that will make people WANT to share your messages for you.

THE STRUCTURE

@hun0ng_cool @mike_nedelko #ICAAP11 mike@hun0ng-‐cool.com

1.3 MOBILIZING YOUNG PEOPLE

WHAT WE ARE DOING TODAY

SOCIAL MOVEMENT THEORY

SOCIAL MEDIA

MARKETING

“The process of MOBILIZING people through ideas and meaning.”

“The prac0ce of INFLUENCING people through WORD-‐OF-‐MOUTH online.”

“MOBILIZING YOUNG PEOPLE THROUGH SOCIAL MEDIA”

NOT A NEW CONCEPT

SOURCE: h5p://hij.sagepub.com/content/12/2/120.abstract

“Social movements rely on a shared understanding of some problematic condition or situation people define as in need of change. The movement makes attributions regarding who or what is to blame, articulate an alternative set of arrangements, and urge others to act in concert to affect change.” - Goffman

“Help individuals locate, perceive, identify and label issues within their own life space. This helps them to render events or occurrences meaningful and thereby

function to organize and guide action”.

THE PROCESS OF MOBILIZING

CONDENSE ACTION

FRAMEWORK SPREAD mike@hun0ng-‐cool.com linkedin.com/in/mnedelko/

THE APPROACH INFORMATION

YOUNG PEOPLE ORGANIZATION

RELEVANCE

INFLUENCE

1.4 INFLUENCING YOUNG PEOPLE THROUGH

SOCIAL MEDIA

@hun0ng_cool @mike_nedelko #ICAAP11 mike@hun0ng-‐cool.com

JUMPING IN HEAD FIRST…

HOW IT WORKS

ON SOCIAL MEDIA PEOPLE…

THE WAY WE COMMUNICATE

15 YEARS AGO 10 YEARS AGO TODAY

WORD-‐OF-‐MOUTH

WORD-OF-MOUTH

WORD - OF - MOUTH

“What Social Media does is this: It takes your basic word-of-mouth process and multiplies

both: its velocity and its reach.”

“…” “…”

RELATIONSHIP-BASED

RELEVANCE

RELATIONSHIP

BECAUSE THEY WANT TO

YOUNG PEOPLE will not spread your message for you because YOU TELL

THEM TO, but because they WANT to.

The days of pushing out messages in the hope that ‘someone’ will click on it are

UNDERSTAND YOUR AUDIENCE

EXERCISE 1 - STRATEGY

ORGANIZATIONAL*GOALS TARGET: ..*STOP*.. STRATEGY: TACTIC*1: TACTIC*2: TACTIC*3:

SOCIAL

IA*OBJEC

*ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)*

ORGANIZATION:*YOUTH*LEAD

SE*COMPLETE*WORK

SHEET*2*BE

ED*TO*STR

1.5 CASE-STUDY 1 SOCIALISING YOUR

STRATEGY

SETTING THE RIGHT GOALS

SOCIAL MEDIA IS NOT A GOAL…

‘LIKES’ ARE NOT GOALS

THE REAL QUESTION IS

HOW CAN SOCIAL MEDIA HELP ?

CASE-STUDY 1: ADAM’S LOVE

ORGANIZATIONAL GOALS

Incease'testing'amongst'young'MSM

SOCIAL

IA*OBJEC

ORGANIZATION:'YOUTH'LEAD

SE*COMPLETE*WORK

SHEET*2*BE

ED*TO*STR

TARGETS & SOCIAL MEDIA

SPECIFIC VALUE ASSIGNED TO AN OBJECTIVE WITH A FINITE TIME FRAME

CASE-STUDY 1: ADAM’s LOVE

Incease'testing'amongst'young'MSMEnrol'100'MSM'in'a'quarterly'testing'program

SOCIAL

IA*OBJEC

ORGANIZATION:'YOUTH'LEAD

SE*COMPLETE*WORK

SHEET*2*BE

ED*TO*STR

STRATEGY & SOCIAL MEDIA

“The campaign comprised of a social media campaign that drove traffic to supplementary content available on a website aiming to encourage MSM in Thailand to adopt safer sexual pracCces and get HIV tested every three months. The campaign features Thai celebriCes as role models, fashion photography designed to increase HIV/AIDS awareness and tesCng, a prevenCve approach regarding safer sex pracCces, a membership club program offering incenCves for three-‐monthly HIV tesCng, over 80 expert advice videos, and integrated social media and web message boards for health advice. The campaign is linked with the Anonymous Clinic at the Thai Red Cross AIDS Research Centre to make HIV tesCng accessible.”

Launch'an'online'campaign Use'celebrities

Use'Social'Media'to'reach'young'MSM

Create'edutainment'website

SOCIAL

IA*OBJEC

ORGANIZATION:'

SE*COMPLETE*WORK

SHEET*2*BE

ED*TO*STR

TACTICS & SOCIAL MEDIA

MEANS to carry out the strategy TOOLS to carry out the strategy METHODS to carry out the strategy

EVENT TV SOCIAL MEDIA

IMAGE VIDEO ADS

Launch'an'online'campaign Use'celebrities

Use'Social'Media'to'reach'young'MSM

Create'edutainment'website

SOCIAL

IA*OBJEC

ORGANIZATION:'

SE*COMPLETE*WORK

SHEET*2*BE

ED*TO*STR

SOMETHING IMPORTANT

E-‐MAIL STRATEGY ?

PHONE STRATEGY ?

WHICH TACTICS TO CHOOSE ?

2. SHAPING YOUR STRATEGY

WHAT WE’VE LEARNED SO FAR

INFLUENCE requires lateral engagement via WORD-‐OF-‐MOUTH

WORD-‐OF-‐MOUTH requires TRUST & RELEVANCE

TRUST & RELEVANCE requires UNDERSTANDING your audience

DEFINING YOUR AUDIENCE

EDUCATION AGE INCOME ETHNICITY & GENDER

21 YEARS

18 YEARS

15 YEARS

INTERESTS ATTITUDES BEHAVIORS

GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC

BETTER RESULTS ARE POSSIBLE

2.2 USING SOCIAL MEDIA TO UNDERSTAND YOUR

AUDIENCE

USER ACTIVITY

CORPORATE ACTIVITY

USER PROFILING

BETTER RESULTS ARE POSSIBLE

SM – A RESEARCH TOOL

“WE SELF-‐IDENTIFY ON SOCIAL MEDIA”

A PRACTICAL GUIDE

GEOGRAPHIC PPT+EXPORT EXCEL+EXPORTMapping Age Language City Gender Interests+ Behaviors Attitudes

SIMPLY+MEASURED FREETRUE+SOCIAL+METRICS $9 14+DAYSSOCIAL+BRO $12 12+DAYSTWENTY+FEET FREETWEEPS+MAP FREETWENTY+FEET FREEPORTWITTURE.COM FREETWEROID.COM FREE

COST%PER%MONTH

FREE%TRIAL

DEMOGRAPHIC PSYCHOSOCIALCAPTURED%INFORMATION

TWITTER

FUNCTIONALITYANNEX+2+M+ONLINE+RESOURCE+SUMMARY+M+AUDIENCE+ANALYSIS

3 OPTIONS

INVEST in an Advanced Social Networking Monitoring Tool

MIX of free and paid tools

A COMBINATION of FREE TOOLS

THE GRUNIG MODEL

MACRO (GENERIC)

MICRO (SPECIFIC)

NATIONAL/ REGIONAL LEVEL

DEMOGRAPHIC

PSYCHOGRAPHIC

COMMUNITY

SITUATIONAL

INDIVIDUAL

HOW MANY people are using Social Media

WHICH tools are they using?

WHAT does the HIV epidemic look like in your country?

MACRO (GENERIC)

MICRO (SPECIFIC)

SOCIAL BAKERS

h5p://www.socialbakers.com/

DEMOGRAPHIC / PSYCHOSOCIAL

DEMOGRAPHIC

PSYCHOGRAPHIC

MACRO (GENERIC)

MICRO (SPECIFIC)

DEMOGRAPHIC

h5p://simplymeasured.com/free-‐social-‐media-‐tools

PSYCHOGRAPHIC

h5p://simplymeasured.com/free-‐social-‐media-‐tools

COMMUNITY

SITUATIONAL

INDIVIDUAL

MACRO (GENERIC)

MICRO (SPECIFIC)

COMMUNITY

INFLUENCERS ONLINE

h5ps://www.youtube.com/watch?v=NokEE3I4z0Y

AMPLIFICATION

TOP INFLUENCERS

sydney

thailand

travel and tourism

gay lesbian and bisexual

photography

Using Social Media to Mobilize Young People

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