Asc 2012 ernesto dano v2
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Asc 2012 ernesto dano v2

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  • Press F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\nhttp://www.polleverywhere.com/free_text_polls/LTQ2OTk1OTQ0MwIf you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • Ernesto/Dano:Introductions
  • Ernesto
  • Dano:Ice BreakerVideoDiscuss social media tips and tools relating to FB, YouTube, Tumblr and TextingActivityQuestions and discussion
  • Ernesto:Twitter introductions140 Characters:Who are you, Where do you work, Why are you here?
  • Ernesto:
  • Dano:8 in 10 Americans use the internet. And among internet users, 8 in 10go online to find health-related information. More and more agencies are investing time and resources to social media because they want to reach people where they are. So we most people seem to agree that social media is valuable to agencies, but it’s not always clear where or how to start. Whether or not your agency has a formal communication plan, discussing your communication goals is a great place to start. What types of messages are most important to deliver? And who is your target audience? Youth, parents, other agencies? Do you have enough content of interest to your target audience to post messages regularly? Does your agency have multiple programs with different audiences or communication goals? If so, does it make more sense to have a social media presence for your agency as a whole or for one or more programs at your agency? Consider how your messages and your audience’s interest in your social media accounts may be affected by this choice.If you already have a social media presence, these are still valuable questions to consider as you move forward.Also, thinking about how new media fits into your larger communication plan is important because you can strategize about how to connect your many communication efforts so they support each other. Promote your social media accounts on your website, in your email signatures, and Does your website have links to your social media accounts and vice versa? What about your printed materials and email signatures?
  • Dano:Once you have thought through your communication goals, this will help you pick an image and name for your social media presence. This could be your agency, a program within your agency, or the overarching message your want to deliver.Again, think about your target population. Is your target population most familiar with your agency or one of your programs? If you want to reach lots of people who may not be familiar with either, consider branding your accounts with a message rather than an agency or program identity… I work for the state HIV prevention program… it’s a very small team and we don’t often provide direct services to the public (we work with the agencies who do.) However, we wanted to provide messages that would have a broad appeal and be a resource for information about sexual health for anyone in the state. So rather than focus on our identity as a gov’t agency, we went with a message, “Prevent HIV Oregon” and the logo on the screen, hoping that anyone who supports this message and sees our page would consider liking or following us. Not having our office’s name prominently displayed was not a concern to us. After a year, we now have hundreds of likes on our FB and Twitter pages, and I doubt this would be the case if we had kept our branding as “the Oregon Health Authority HIV Prevention Program” with a government logo. However, I should note that if your social media goals include building recognition for your agency or fundraising for a program, you may prefer to have an agency or program name as your brand.
  • Ernesto:Be personable and conversational
  • Ernesto/Dano:People on Facebook More than 750 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on FacebookActivity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.Mobile Facebook There are more than 250 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
  • Ernesto/Dano:People on Facebook More than 750 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on FacebookActivity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.Mobile Facebook There are more than 250 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
  • Ernesto/Dano:best practices, examples, audience size and demographics (note Important to invest time liking and commenting on others’ pagesto build an online network – others won’t know to connect with you if they don’t see you, and people see your page when you are being social.
  • Ernesto/Dano:
  • Ernesto/Dano:
  • When choosing a cover photo, be sure to select an engaging photo that visually expresses your page’s identity. Cover images can not include:Pricing or discount information such as 40% off or “download here”Contact info such as website address, email, mailing address or information that should go your page’s “about” section.References to Facebook features or actions, such as “like” or “share” or an arrow pointing from the cover photo to any of these features.Calls to action such as “get it now” or “tell your friends”Make custom Photos for your apps, this can catch someone's eye and make them more likely to click on the photos
  • Post an important update every week while continuing to post daily on your page to engage your audience. You can only pin one story at a time to the top of your page.To keep content fresh, the post will only stay pinned for 7 days.
  • Ernesto/Dano:Add a milestone for important events in the history of your organization. When were you founded, did you hire a new staff or department, did you release a report or specific product?Think beyond just anniversaries and funding, find the interesting tidbits of knowledge about your organization or brand and share them. You can always change the date of a milestone or post if something changed or you want to add more.
  • Ernesto/Dano:
  • Remember, no pricing, discount, website, address, “like us” or arrows pointing on site. Make the image represent your brand!Profile photos should usually be your logo, unless something else represents your brand better, remember that this will be what people see all around facebook so make it fit the box!
  • The photos for your app should be something that draws attention and represents what people will be clicking onMilestones are great to do with photos, but make sure the photo looks good when it is stretched.
  • Ernesto/Dano:More than 13 million hours of video were uploaded during 2010 and 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every dayOver 3 billion videos are viewed a dayUsers upload the equivalent of 240,000 full-length films every weekMore video is uploaded to YouTube in one month than the 3 major US networks created in 60 years70% of YouTube traffic comes from outside the USYouTube is localized in 25 countries across 43 languagesYouTube's demographic is broad: 18-54 years oldYouTube reached over 700 billion playbacks in 2010`
  • Ernesto/Dano:More than 13 million hours of video were uploaded during 2010 and 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every dayOver 3 billion videos are viewed a dayUsers upload the equivalent of 240,000 full-length films every weekMore video is uploaded to YouTube in one month than the 3 major US networks created in 60 years70% of YouTube traffic comes from outside the USYouTube is localized in 25 countries across 43 languagesYouTube's demographic is broad: 18-54 years oldYouTube reached over 700 billion playbacks in 2010`
  • Ernesto/Dano:
  • Ernesto/Dano:Video 1 – thoughts? What are the benefits of a video?... You see and hear people or a story –that can be engaging. But this video didn’t do that. We saw no faces and didn’t hear anyone talk to us. Would that ever work in a TV commercial? No. Video 2 – Thoughts? Would you have preferred to read what she had to say? Or was it nice to see and hear her talking?Video 3 – Thoughts? What worked well?
  • There are lots of ways to build a community around your YouTube channel, and you should experiment with them all. Direct Dialogue. Make videos that create a dialogue about your work and what you're trying to achieve. Ask questions and solicit video responses.Respond to Current Events. Address relevant news stories by posting videos that explain your position. You can then embed them in emails to your supporters—a video message can be more effective than a text-laden email.Make Web Traffic a Two-Lane Road. Use your video description field and branded banner URL to drive users to your website, and link to your YouTube channel from your website to encourage people to interact with your video content here.Tell Serial Stories. Engage viewers with a series of videos that tell a story around a specific theme, and keep them coming back for more. Once you've created a few episodes, visit your playlist page and create a new playlist. This allows you to develop several video narratives targeted at particular demographics.
  • Embed. Broadcast your videos over the web by embedding them on your website and encouraging supporters to do the same on theirs.Click "Subscribe". Subscribe to the YouTube channels you're interested in to stay up-to-date on their content; they may return the favor.Engage and Interact. Draw attention to your work by interacting with both allies and adversaries through video responses, text comments, or joint projects.Use Endorsements. Whether they're from celebrities or people you've impacted, it helps to have supporters chiming in about why your work matters.
  • Titles should be provocative andcompelling. Arrange by keywords first,branding last as illustrated by this examplefrom Spoken Word.Descriptions should accurately reflect themessage and content of the video. Include astandard tagline in all video descriptions tohighlight your mission. Offer helpful linkswhich may include more information aboutyour cause/organization, how people canbecome involved, and where to donate.Don't hesitate to include a call-to-action tosubscribe, share, or like the video as a formof support!Tags should be plentiful and reflect a goodrange of common and specific keywords.Save time by creating a set of standard tagsthat can be applied to all of your videos.Update your video tags to reflect newsearch trends related to news, currentevents, or global initiatives relevant to yourcause!
  • Building Your YouTube Presence- Customize your channelDesign Your Channel. Go to Channel Design, then choose a color scheme to match your logo or other materials, and decide which modules you'd like to display on your public profile.Add Banners and URLs. Once you have created your channel and been approved, go to Branding Options, upload your icons and banners, and enter any of the other options you'd like to use.Choose Your Top Video. The top video on your channel automatically plays each time someone visits your page—choose it wisely. Update this video regularly to keep it fresh, or keep your most important video there as an introduction.Get Donations Flowing.Sign up for Google checkout, then go to your Google Checkout Options, enter your ID and Merchant Key, and choose donation amounts. Once you've filled in the information, the button will appear on your public profile and all of your video pages.
  • Dano:Texting is a great way to communicate with clients and link them with information or reminders. In a recent meta-analysis of behavior change interventions, those that were most effective used additional communication methods, particularly texting. Texts often make it easy for clients to receive and respond to messages… the average text is read within 15 minutes of receipt.3/4 of all teens (or 9 in 10 teen cell phone users) send text messages. (2010 data… has likely increased). The typical text messaging teen sends and receives 50 texts a day – there are some differences by sex and by R/E, but the typical number is more than 30 for all groups, so it’s a pretty common activity across the board.
  • Dano:Text Messaging Best Practices 1. Keep messages short. The entire message should be less than 160 characters, including spaces, and punctuation; and any branding or links to additional information. 2. Make messages engaging. Write relevant, timely, clear and actionable messages. Try to begin each message with an interesting fact or question so that users will be more likely to open the text message to read the rest of the information. 3. Make sure the content readable. Content should not exceed an 8th grade reading level. Use abbreviations sparingly. Because text messages have a character limit, it is acceptable to use abbreviations, but only when they are easily understood and do not change the meaning of the message. 4. Use texts as reminders…If your program’s success relies on people remembering to show up somewhere or do something routinely, sending text reminders may be worth considering. Many successful businesses use reminder systems… and public health can learn a lot from businesses.Think about your own experience with reminders (via text or email or phone). Do you ever rely on reminders for things like dentist appointments or hair appointments? I think they can be really helpful when you care about something, but it’s not a major priority you keep on your radar… which is often the case with health issues....In a review of different health behavior change interventions delivered via text message, also known as SMS or short message service, 13 of the 14 interventions examined found positive behavior change. These interventions also addressed a wide variety of health issues, like diabetes and tobacco use.Text message-based interventions have also proven toeffectively change a variety of sexual health behaviors,including:Decreasing numbers of sex partnersIncreasing STD testingIn one study, SMS reminders doubled the rate of HIV/STD re-testing among men who have sex with men.7 Oregon will be implementing and HIV testing reminder service later this year, with reminders every 3-6 months.Some providers will manage an automated service for you and others give you the control to write the msgs yourself when you like and respond to people who reply. This gives you more flexibility, but also takes more time and organization if you are doing things like appt reminders, so there r pros and cons with either option.
  • Dano:Text 1: What does this say? Other interpretations? Clear? What if the person didn’t recognize the number the text came from… could they get confused about what the appointment would be for? Or maybe they read the text and think you want them to call to check out an apartment? Point is to make sure your message is clear. Only use common abbreviations and avoid them if there could be any confusion.Text 2: Thoughts? Was the message clear? Note the text inlcuded, “Weekly Tip,” a website link for more info, as well as an option to opt out of the text service, all of which are included in every text this service sends out. That helps people remember right away who the text is from.
  • Dano:Viral messaging… content is easily shared
  • Ernesto/Dano:
  • If you want to stay in touch, we’re on FB and T… also send out a newsletter every 2 months.Welcome to email me – I’d love to hear how your conversations with clients are going. What’s successful and what’s not…Also, if you’d like this presentation or any of your handouts from this presentation electronically, email me and I will send them your way.
  • Ernesto/Dano:4 groups breakout to develop a social media plan outline when given detailed scenarios with communication goals. Groups decide tool(s), voice, brand, and an example post or concept for a blog, a video, or a text message program?
  • Ernesto/Dano:
  • Thanks for your time! Give handouts…

Asc 2012 ernesto dano v2 Asc 2012 ernesto dano v2 Presentation Transcript

  • Ernesto Dominguez Dano Beck, MSWAdolescent Sexuality Conference April 23, 2012 2
  • Take Care of Yourself Step Up Step Back Ask Questions Do Participate AssumptionsYou’ve used social media sites in your personal life Your organization does not have unlimited funds You do not have unlimited staff time You are excited to try something new 3
  •  Ice Breaker Video New media tips and tools Activity Questions and discussion 4
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  • Consider your communication goals and target audience 7
  • Use your agency name, program name, or a message 8
  • Be a human being, have a personality, be authentic, have a sense of humor. 9
  • As of 2012 there are 750 000 000 active Facebook Users 10
  • 11
  •  Actively support others’ pages and content Keep status updates short in length Post videos and images Use your “advertising” space More? 12
  •  “Syphilis is on the rise among gay and bisexual males.” “ATTN GAY/BI GUYS: Syphilis is on the rise. It’s easy to get (sigh), but easy to cure (hooray!). Get tested regularly. Be proud, be healthy, & protect your community. Plz repost.” http://on.fb.me/DOA-7-12 13
  •  Add another weak and strong example 14
  • Cover Photos/Custom Apps 15
  • Pin A Post Becomes first post everyone sees Stays pinned for 7 days Star A PostImage take up the whole width of the page A great way to highlight an event or photo 16
  • Use MilestonesTell your organizations story, by adding milestones. 17
  • 18
  • 851pxTimeline Photo
 315pxWidth: 851px
Height: 315px 180px Profile Photo
 180px Width: 180px
 Height: 180px (Shows up as 32 X 32 Pixels in other parts of Facebook)
  • EXAMPLE
  • 111px App Photo 74pxWidth: 111px
Height: 74px 843px Milestone
 403pxWidth: 843px
Height: 403px
  • EXAMPLE
  • EXAMPLE
  • 24
  • 25
  •  Be brief (3 minutes or less) Be entertaining Show people’s faces and/or voices Make your key message clear Other tips? 26
  •  Notepad PSA Regan Hofmann speaks out Great American Condom campaign 27
  • Respond toCurrent Events.Direct DialogueLink to your website
  • Embed In Other WebsitesSubscribeUse Endorsements
  • TitleKeywords/Tags
  • BannerAvatar/Colors Choose Top Video Get Donations Add URLS
  •  3/4 (72%) of all teens send text messages The typical text messaging teen sends and receives 50 texts a day1PewInternet & American Life Project. http://www.pewinternet.org/Reports/2010/Teens-and-Mobile- 32Phones/Chapter-2/The-typical-American-teen-who-texts-sends-1500-texts-a-month.aspx
  •  Keep messages short Engage users Ensure content is readable Use texts for reminders 33
  •  H8 w8ing? Call us 4 an appt! Weekly Tip: A healthy sex life includes getting tested AND having good communication. Talk w/ ur partner b4 u have sex. www.Teensource.org Txt stop 2 end 34
  • Tool For sharing Key benefits and usesFacebook Text, images, and Popular, fosters two- videos way communicationYouTube Videos Viral messaging, human elementTexting Text Popular, high probability of message receipt 35
  •  Guidance and tips • CDC Social Media Toolkit1 • Nonprofit Technology Network2 Data • CDC eHealth Data Briefs3 • Pew Internet & American Life Project4feel free to add!1http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf2http://www.nten.org/learn/bytopic/social+media3http://www.cdc.gov/healthmarketing/ehm/data-briefs.html 364http://www.pewinternet.org/
  • Facebook.com/Prevent.HIV.OR@Prevent_HIV_ORAdd CHATpdx info… 37
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  • Thank you!