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NEDA09: Social Media for Social Change

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Social Media for Social Change: Connecting Activists and Raising Awareness Online. Presented by Julie Neumann at the 2009 National Eating Disorder Association Conference. By connecting, communicating …

Social Media for Social Change: Connecting Activists and Raising Awareness Online. Presented by Julie Neumann at the 2009 National Eating Disorder Association Conference. By connecting, communicating and collaborating, we can fight back and make a difference.


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  • 1. Social Media for Social Change Connecting Activists & Raising Awareness Online Julie Neumann www.julieneumann.com NEDA Conference 09
  • 2. Social Media: Conversing with the community
  • 3. Social Change: Creating a cultural movement Winners of the 2009 and 2008 NOW Love Your Body Campaign
  • 4.
    • 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.)
  • 5. 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
  • 6.
    • 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
  • 7.
    • 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
  • 8.
    • 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
  • 9.
    • 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
  • 10. 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
  • 11.
    • Quality over quantity
    • Remember your audience
    • Always be authentic
    Three guiding principles of social media
  • 12.
    • Listen and learn
    • Plan your brand
    • Join the conversation
    • Create content to connect
    • Nurture your community
    • Build your buzz
    Steps to social media engagement
  • 13.
    • 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
  • 14.
    • 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
  • 15.
    • 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
  • 16.
    • 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
  • 17.
    • 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
  • 18.
    • Do innovate and experiment
    • Don’t limit yourself
    • Do link it all together
    • Have fun!
    Step 6: Build your buzz
  • 19.
    • 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
  • 20.
    • 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
  • 21.
    • 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
  • 22.
    • 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?
  • 23. 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

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