Social Media for Social Change Connecting Activists & Raising Awareness Online Julie Neumann www.julieneumann.com NEDA Conference 09

Social Media: Conversing with the community

Social Change: Creating a cultural movement Winners of the 2009 and 2008 NOW Love Your Body Campaign

95% of sufferers are between the ages of 12 and 25 1 25% of college-aged women binge and purge as a weight-management technique 1 40% of newly identified cases of anorexia are in girls 15-19 years old 2 75% of women 25-45 years old display disordered eating behaviors or symptoms 3 Demographics: Eating disorders & body image 1.) Renfrew 2.) NEDA 3.) SELF-UNC 3.)

95% of sufferers are between the ages of 12 and 25 1

25% of college-aged women binge and purge as a weight-management technique 1

40% of newly identified cases of anorexia are in girls 15-19 years old 2

75% of women 25-45 years old display disordered eating behaviors or symptoms 3

Demographics: Internet users & social media Over 90% of 12-17 year olds are online 1 68% of 18-32 year olds and 82% of 33-44 year olds get health information online 1 65% of 12-17 year olds and 67% of 18-32 year olds use social networking sites 1 54% of adult women visit social networks at least once a day, Facebook is the favorite 2 1.) Pew 2.) Q Interactive

Over 90% of 12-17 year olds are online 1

68% of 18-32 year olds and 82% of 33-44 year olds get health information online 1

65% of 12-17 year olds and 67% of 18-32 year olds use social networking sites 1

54% of adult women visit social networks at least once a day, Facebook is the favorite 2

Social media demographics 1 Facebook: Largest network with 150 million users, 700 million photos uploaded monthly Twitter: 3.9 billion tweets, grew 752% in 2008, 65% are under 25 and 53% are female 2 YouTube: 13 hours of video are uploaded every minute, hosts 44% of all online videos, 75% of Internet users view videos online 51% of adult social network users have two or more online profiles, so don’t forget MySpace, Digg, Flickr, CafeMom, etc. Demographics: Internet users & social media 1.) New Media Lab 2.) Sysomos

Social media demographics 1

Facebook: Largest network with 150 million users, 700 million photos uploaded monthly

Twitter: 3.9 billion tweets, grew 752% in 2008, 65% are under 25 and 53% are female 2

YouTube: 13 hours of video are uploaded every minute, hosts 44% of all online videos, 75% of Internet users view videos online

51% of adult social network users have two or more online profiles, so don’t forget MySpace, Digg, Flickr, CafeMom, etc.

4.2 million results in Google for the term “pro-ana” Pro-ana sites increased 470% from 2006-2007 1 12.6% of 13-17-year-old girls in a 2009 Flemish study visited pro-ana sites 2 35.5% of diagnosed anorexics in a 2006 Stanford study had visited pro-ana sites 3 Pro-Ana: A social media success story 1.) Optenet Research 2.) Custers & Van den Bulck 3.) Wilson & Peebles

4.2 million results in Google for the term “pro-ana”

Pro-ana sites increased 470% from 2006-2007 1

12.6% of 13-17-year-old girls in a 2009 Flemish study visited pro-ana sites 2

35.5% of diagnosed anorexics in a 2006 Stanford study had visited pro-ana sites 3

Thousands of groups and pages dedicated to pro-ana on Facebook, MySpace and Twitter 12,500 “thinspo” and 6,240 “pro ana” videos on YouTube LiveJournal still reigns ED social media Private pro-ana forums continue to prosper Pro-Ana: A social media success story

Thousands of groups and pages dedicated to pro-ana on Facebook, MySpace and Twitter

12,500 “thinspo” and 6,240 “pro ana” videos on YouTube

LiveJournal still reigns ED social media

Private pro-ana forums continue to prosper

Perfect storm of powerful tech with teenage angst Keys to success Early adopters Powerful branding Supportive community Viral spread Continuing adaptation Take what works in pro-ana and apply it to positive awareness and activism Pro-Ana: A social media success story

Perfect storm of powerful tech with teenage angst

Keys to success

Early adopters

Powerful branding

Supportive community

Viral spread

Continuing adaptation

Take what works in pro-ana and apply it to positive awareness and activism

Defining social media We are building our cloud of knowledge together Social media is a two-way conversation Conversation allows you to Create Share Collaborate

We are building our cloud of knowledge together

Social media is a two-way conversation

Conversation allows you to

Create

Share

Collaborate

Quality over quantity Remember your audience Always be authentic Three guiding principles of social media

Quality over quantity

Remember your audience

Always be authentic

Listen and learn Plan your brand Join the conversation Create content to connect Nurture your community Build your buzz Steps to social media engagement

Listen and learn

Plan your brand

Join the conversation

Create content to connect

Nurture your community

Build your buzz

Familiarize yourself with the social web Decide what your social media objectives will be Develop a flexible strategy for success Establish your basic tool box: Keywords RSS feed Google Alerts Step 1: Listen and learn

Familiarize yourself with the social web

Decide what your social media objectives will be

Develop a flexible strategy for success

Establish your basic tool box:

Keywords

RSS feed

Google Alerts

Do brainstorm a unique voice Do have a vision but plan to evolve Don’t follow the crowd Establish your presence on: Facebook MySpace LinkedIn Step 2: Plan your brand

Do brainstorm a unique voice

Do have a vision but plan to evolve

Don’t follow the crowd

Establish your presence on:

Facebook

MySpace

LinkedIn

Do reach out to individuals Don’t make it all about you Establish your presence on: Change.org, Care2 and specialty networks Blog like Wordpress or Tumblr Twitter Digg Step 3: Join the conversation

Do reach out to individuals

Don’t make it all about you

Establish your presence on:

Change.org, Care2 and specialty networks

Blog like Wordpress or Tumblr

Twitter

Digg

Do share valuable information Do contribute original content Don’t be a copy machine Establish your presence on: Flickr YouTube Podcasts Wordpress, Tumblr, etc. Step 4: Create content to connect

Do share valuable information

Do contribute original content

Don’t be a copy machine

Establish your presence on:

Flickr

YouTube

Podcasts

Wordpress, Tumblr, etc.

Do collaborate and evangelize Don’t just sell a product or promote yourself Do organize events both online and in real life Remember, it’s social media Maximize your productivity: Tools and apps Metrics and ROI Keywords and SEO Step 5: Nurture your community

Do collaborate and evangelize

Don’t just sell a product or promote yourself

Do organize events both online and in real life

Remember, it’s social media

Maximize your productivity:

Tools and apps

Metrics and ROI

Keywords and SEO

Do innovate and experiment Don’t limit yourself Do link it all together Have fun! Step 6: Build your buzz

Do innovate and experiment

Don’t limit yourself

Do link it all together

Have fun!

Custom API with social media promotion Experimentation Innovation Interaction Roughly 3,000 submissions and 2,000 new email addresses collected in two weeks Social Success: HSUS LOLSeals

Custom API with social media promotion

Experimentation

Innovation

Interaction

Roughly 3,000 submissions and 2,000 new email addresses collected in two weeks

Launched in 2004, still going strong in 2009 Dove Evolution viral film won Ad Grand Prix at 2007 Cannes and has over 12 million views on YouTube But is it authentic? More ad/PR than social media. Social Success: Dove Real Beauty Campaign

Launched in 2004, still going strong in 2009

Dove Evolution viral film won Ad Grand Prix at 2007 Cannes and has over 12 million views on YouTube

But is it authentic? More ad/PR than social media.

344,170 MySpace friends 46,587 Facebook fans 41,171 Twitter followers 640,608 YouTube views Why? It’s unique and real. Social Success: To Write Love On Her Arms

344,170 MySpace friends

46,587 Facebook fans

41,171 Twitter followers

640,608 YouTube views

Why? It’s unique and real.

Pick a focus Promote healthy body image Counter pro-ana and thin ideal Educate public on eating disorder issues Support those with eating disorders Support those in recovery What do you believe in? Where do you want to end up? Who do you want to reach? How can the community support your idea? How can you support the community? Social Success: Are you next?

Pick a focus

Promote healthy body image

Counter pro-ana and thin ideal

Educate public on eating disorder issues

Support those with eating disorders

Support those in recovery

What do you believe in?

Where do you want to end up?

Who do you want to reach?

How can the community support your idea?

How can you support the community?

The sky is the limit, join the cloud. NEDA Conference 2009 Social Media for Social Change Julie Neumann www.julieneumann.com [email_address] www.twitter.com/julie_anna www.facebook.com/julieneumann www.flickr.com/julieanna