Using Social Media to Mobilize Young People
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Using Social Media to Mobilize Young People

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In this workshop, “Using Social Media to mobilize young people" participants are provided with with a step-by-step framework that directs non-for-profit organizations towards shaping their Social ...

In this workshop, “Using Social Media to mobilize young people" participants are provided with with a step-by-step framework that directs non-for-profit organizations towards shaping their Social Media initiatives towards success.

The session will utilize solid research results, case-study examples and exercises to guide participants through a common-sense approach towards tying Social Media to their organizational objectives, shaping corresponding strategies and implementation to maximize their impact. The course was intentionally designed for organizations operating in a resource-scarce environment and will provide participants with a take-home-toolkit including videos, work-sheets and other resources to implement the framework in their host organizations.

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Using Social Media to Mobilize Young People Using Social Media to Mobilize Young People Presentation Transcript

  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE MIKE  NEDELKO   DIGITAL  PROJECT  &     SOCIAL  MEDIA  CONSULTANT   linkedin.com/in/mnedelko/  
  • 1.1 POP-QUIZ LEVEL ING THE SOCIAL MEDIA PLAYING FIELD mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • PLEASE USE YOUR SIGNS TO VOTE THE ANSWER mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • QUESTION 1 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     D. Pulse,  Vine,  SoundCloud     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • SOCIAL MEDIA IS DISAGGREGATED mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • YOU HAVE TO ASK YOURSELF •  WHO uses these platforms •  WHY do they use them? •  WHAT do they share on them? mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • QUESTION 2 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?   A. A  megaphone     B. A  mirror   C. An  address  book   D. A  photo  album   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 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 mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • QUESTION 3 You  are  wriOng  a  message  on  TwiPer  –  what  is  the  maximum   number  of  characters  you  can  use?   A. 120   B. 140   C. 160   D. None  of  the  above   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 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 time. mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • QUESTION 4 What  do  people  post  about  on  TwiPer  most?   A. Share  links  on  Twi5er.   B. Message  with  friends  on  a  1:1  basis.   C. Upload  and  share  photos.   D. Post  comments  about  daily  ac0vi0es.   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • TWITTER IN PLAIN ENGLISH h5p://www.youtube.com/watch?v=jGbLWQYJ6iM   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • TWITTER VS FACEBOOK Brand   Ambassadors   for  your   organizaOon   mike@hun0ng-­‐cool.com   InformaOon   propagators     for  your   organizaOon   linkedin.com/in/mnedelko/  
  • QUESTION 5 What  is  the  most  popular  acOvity  on  Facebook?   A. Like  content  on  the  ‘News  Feed’.   B. Message  with  friends  on  a  1:1  basis.   C. Upload  and  share  photos.   D. Share   links   to   ar0cles,   videos,   web-­‐ sites.  
  • NOT REALLY A SURPRISE! mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • OR AS WE FROM THE I-NET SAY … mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • VISUAL COMMUNICATION!  by   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • QUESTION 6 If  you  had  to  order  regions  by  the  number  of  Facebook  users   –  which  of  the  following  rankings  would  be  correct?     A. North-­‐America,   Europe,   Asia-­‐Pacific,   La0n   America,  Middle  East  &  Africa   B. Europe,   North-­‐America,   Asia-­‐Pacific,   La0n   America,  Middle  East  &  Africa   C. North-­‐America,   La0n-­‐America,   Europe,   Asia-­‐ Pacific,  Middle  East  &  Africa   Asia-­‐Pacific,   Europe,   North-­‐America,   La0n   America,  Middle  East  &  Africa   D. mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • THE ASIA-PACIFIC REGION WINS! mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • QUESTION 7 What  have  Facebook  shares,  Re-­‐tweets,  TV-­‐/  magazine   interviews  in  common?     A. They   reach   the   same   amount   of   people   on   average.   B. They   are   ‘earned’   media,   because   you   don’t   have  to  pay  for  them.   C. Each   of   these   involve   images   which   have   a   share  ra0o  of  6.8  per  post.   D. They  cost  an  average  of  $1.60  per  impression.  
  • WHAT IS EARNED MEDIA? Paid   Print,  Television,   Radio,  Magazines,   Cinema,  Outdoor,   Banners,  Direct  mail,   Search…   STRANGERS   Owned   Brochure,  company   website,  Mobile  Apps   etc.   CONSTITUENCY     Earned   Facebook  shares,  Re-­‐ tweets,  Youtube,   Instagram,  PR   coverage,  Forums     FANS  
  • 1.2 THE WORKSHOP USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE linkedin.com/in/mnedelko/   @hun0ng_cool  @mike_nedelko  
  • UNCERTAINTY mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • THE STRUCTURE 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.   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 1.3 MOBILIZING YOUNG PEOPLE mike@hun0ng-­‐cool.com   @hun0ng_cool  @mike_nedelko  #ICAAP11  
  • WHAT WE ARE DOING TODAY SOCIAL   MOVEMENT   THEORY   “The  process  of  MOBILIZING  people  through     ideas  and  meaning.”   SOCIAL   MEDIA   MARKETING   “The  prac0ce  of  INFLUENCING     people  through  WORD-­‐OF-­‐MOUTH  online.”   “MOBILIZING  YOUNG  PEOPLE  THROUGH  SOCIAL  MEDIA”   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • NOT A NEW CONCEPT “Social movements rely on a shared understanding of some problematic condition or situation people definelabel in “Help individuals locate, perceive, identify and as issues within their own The movement makes need of change. life space. This helps them to render events or occurrences meaningful and thereby attributions regarding who or what is to function to organize and guide action”.   blame, articulate an alternative set of arrangements, and urge others to act in concert to affect change.” - Goffman SOURCE:   h5p://hij.sagepub.com/content/12/2/120.abstract    
  • THE PROCESS OF MOBILIZING ! ! ! CONDENSE   mike@hun0ng-­‐cool.com   ACTION FRAMEWORK   SPREAD   linkedin.com/in/mnedelko/  
  • THE APPROACH INFORMATION   YOUNG  PEOPLE   RELEVANCE   INFLUENCE   ORGANIZATION   SHARE   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 1.4 INFLUENCING YOUNG PEOPLE THROUGH SOCIAL MEDIA mike@hun0ng-­‐cool.com   @hun0ng_cool  @mike_nedelko  #ICAAP11  
  • JUMPING IN HEAD FIRST… mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • HOW IT WORKS mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • ON SOCIAL MEDIA PEOPLE… mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • THE WAY WE COMMUNICATE 15  YEARS  AGO   10  YEARS  AGO   TODAY   WORD-­‐OF-­‐MOUTH   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 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.” mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • RELATIONSHIP-BASED RELATIONSHIP   TRUST   RELEVANCE   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 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 gone.   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • UNDERSTAND YOUR AUDIENCE mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • EXERCISE 1 - STRATEGY *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:*YOUTH*LEAD mike@hun0ng-­‐cool.com   TARGET: ..*STOP*.. STRATEGY: TACTIC*1: TACTIC*2: TACTIC*3: PLEASE*COMPLETE*WORKSHEET*2*BEFORE*YOU* PROCEED*TO*STRATEGIES SOCIAL*MEDIA*OBJECTIVES ORGANIZATIONAL*GOALS linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 1.5 CASE-STUDY 1 SOCIALISING YOUR STRATEGY mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • SETTING THE RIGHT GOALS mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • SOCIAL MEDIA IS NOT A GOAL… FACT ‘LIKES’ ARE NOT GOALS mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • THE REAL QUESTION IS HOW  CAN  SOCIAL  MEDIA  HELP  ?     HOW  CAN  SOCIAL  MEDIA  HELP  ?     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • CASE-STUDY 1: ADAM’S LOVE mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • ORGANIZATIONAL GOALS *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:'YOUTH'LEAD SOCIAL*MEDIA*OBJECTIVES Incease'testing'amongst'young'MSM mike@hun0ng-­‐cool.com   TARGET: ..*STOP*.. STRATEGY: TACTIC*1: TACTIC*2: TACTIC*3: PLEASE*COMPLETE*WORKSHEET*2*BEFORE*YOU* PROCEED*TO*STRATEGIES ORGANIZATIONAL*GOALS linkedin.com/in/mnedelko/  
  • TARGETS & SOCIAL MEDIA VALUE   ☑   SPECIFIC  VALUE         ASSIGNED  TO  AN  OBJECTIVE         WITH  A  FINITE  TIME  FRAME   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • CASE-STUDY 1: ADAM’s LOVE *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:'YOUTH'LEAD Incease'testing'amongst'young'MSM Enrol'100'MSM'in'a'quarterly' testing'program mike@hun0ng-­‐cool.com   ..*STOP*.. STRATEGY: TACTIC*1: TACTIC*2: TACTIC*3: PLEASE*COMPLETE*WORKSHEET*2*BEFORE*YOU* PROCEED*TO*STRATEGIES TARGET: SOCIAL*MEDIA*OBJECTIVES ORGANIZATIONAL*GOALS linkedin.com/in/mnedelko/  
  • 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.”     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • CASE-STUDY 1: ADAM’s LOVE *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:' Incease'testing'amongst'young'MSM Enrol'100'MSM'in'a'quarterly' testing'program mike@hun0ng-­‐cool.com   ..*STOP*.. STRATEGY: PLEASE*COMPLETE*WORKSHEET*2*BEFORE*YOU* PROCEED*TO*STRATEGIES TARGET: SOCIAL*MEDIA*OBJECTIVES ORGANIZATIONAL*GOALS Launch'an'online' campaign TACTIC*1: TACTIC*2: TACTIC*3: Use'Social'Media' Create' Use'celebrities to'reach'young' edutainment' MSM website linkedin.com/in/mnedelko/  
  • TACTICS & SOCIAL MEDIA EVENT   TV   IMAGE   VIDEO   SOCIAL   MEDIA   ADS   MEANS  to  carry  out  the  strategy       TOOLS  to  carry  out  the  strategy       METHODS  to  carry  out  the  strategy     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • CASE-STUDY 1: ADAM’s LOVE *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:' Incease'testing'amongst'young'MSM Enrol'100'MSM'in'a'quarterly' testing'program mike@hun0ng-­‐cool.com   ..*STOP*.. STRATEGY: PLEASE*COMPLETE*WORKSHEET*2*BEFORE*YOU* PROCEED*TO*STRATEGIES TARGET: SOCIAL*MEDIA*OBJECTIVES ORGANIZATIONAL*GOALS Launch'an'online' campaign TACTIC*1: TACTIC*2: TACTIC*3: Use'Social'Media' Create' Use'celebrities to'reach'young' edutainment' MSM website linkedin.com/in/mnedelko/  
  • SOMETHING IMPORTANT PHONE   STRATEGY  ?   mike@hun0ng-­‐cool.com   E-­‐MAIL     STRATEGY  ?   linkedin.com/in/mnedelko/  
  • WHICH TACTICS TO CHOOSE ? mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 2. SHAPING YOUR STRATEGY mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 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   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • DEFINING YOUR AUDIENCE GROUP  3   GROUP  2   GROUP  1   PSYCHOGRAPHIC   DEMOGRAPHIC   GEOGRAPHIC   AGE   EDUCATION   INCOME   ETHNICITY  &   GENDER   INTERESTS   ATTITUDES   21   +   18   YEARS   -­‐   15   ?   YEARS   YEARS   BEHAVIORS  
  • BETTER RESULTS ARE POSSIBLE mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 2.2 USING SOCIAL MEDIA TO UNDERSTAND YOUR AUDIENCE mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • BETTER RESULTS ARE POSSIBLE USER ACTIVITY CORPORATE ACTIVITY USER PROFILING T F A R D mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • SM – A RESEARCH TOOL “WE  SELF-­‐IDENTIFY  ON  SOCIAL  MEDIA”   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • A PRACTICAL GUIDE FACEBOOK TWITTER TOOLS GEOGRAPHIC Mapping SIMPLY+MEASURED TRUE+SOCIAL+METRICS SOCIAL+BRO TWENTY+FEET TWEEPS+MAP TWENTY+FEET PORTWITTURE.COM TWEROID.COM mike@hun0ng-­‐cool.com   ANNEX+2+M+ONLINE+RESOURCE+SUMMARY+M+AUDIENCE+ANALYSIS CAPTURED%INFORMATION DEMOGRAPHIC PSYCHOSOCIAL Age Language City Gender Interests+ Behaviors Attitudes FUNCTIONALITY PPT+EXPORT EXCEL+EXPORT COST%PER% MONTH FREE $9 $12 FREE FREE FREE FREE FREE FREE% TRIAL 14+DAYS 12+DAYS linkedin.com/in/mnedelko/  
  • 3 OPTIONS A INVEST  in  an  Advanced  Social  Networking  Monitoring  Tool     B MIX  of  free  and  paid  tools   C A  COMBINATION  of  FREE  TOOLS   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • THE GRUNIG MODEL A MACRO (GENERIC)   NATIONAL/  REGIONAL  LEVEL   DEMOGRAPHIC   B C MICRO (SPECIFIC)   mike@hun0ng-­‐cool.com   PSYCHOGRAPHIC   COMMUNITY    SITUATIONAL   INDIVIDUAL   linkedin.com/in/mnedelko/  
  • NATIONAL/ REGIONAL LEVEL MACRO (GENERIC)   A   1   B   C   HOW  MANY  people  are  using  Social  Media   WHICH  tools  are  they  using?     WHAT  does  the  HIV  epidemic  look  like  in  your  country?     MICRO (SPECIFIC)   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/   © 2013 Mike Nedelko
  • NATIONAL/ REGIONAL LEVEL SOCIAL  BAKERS   h5p://www.socialbakers.com/   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • NATIONAL/ REGIONAL LEVEL mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • DEMOGRAPHIC / PSYCHOSOCIAL MACRO (GENERIC)   A   1   DEMOGRAPHIC   B   PSYCHOGRAPHIC   2   C   3   MICRO (SPECIFIC)   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • DEMOGRAPHIC h5p://simplymeasured.com/free-­‐social-­‐media-­‐tools     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • PSYCHOGRAPHIC h5p://simplymeasured.com/free-­‐social-­‐media-­‐tools     T F A R D mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • COMMUNITY MACRO (GENERIC)   A   1   B   2   C   COMMUNITY    SITUATIONAL   INDIVIDUAL   3   MICRO (SPECIFIC)   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • COMMUNITY mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • INFLUENCERS ONLINE mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • INFLUENCERS ONLINE h5ps://www.youtube.com/watch?v=NokEE3I4z0Y   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • AMPLIFICATION mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • TOP INFLUENCERS Top  Klout  Topics   photography   8   music   7   video   6   food   4   gay  lesbian  and   bisexual   4   travel  and  tourism   thailand   3   lgbt   3   money   3   sydney   mike@hun0ng-­‐cool.com   3   3   linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 2.3 SELECTING THE RIGHTS SOCIAL MEDIA TACTICS mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • SELECTING TACTICS -­‐  Select  Social  Media  ac0vi0es  that  will  resonate  with   your  audience.     -­‐  Design  your  message  in  a  way  that  ensures  people   WANT  to  share  it  with  their  friends   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • IMPACT/EASE WORKSHEET 3 Activity'Effectiveness'-'Impact/Ease Impact 1 2 3 4 5 6 7 8 9 10 mike@hun0ng-­‐cool.com   Ease Impact 10 9 8 7 6 5 4 3 2 1 0 1 2 3 4 5 Ease 6 7 8 9 10 linkedin.com/in/mnedelko/  
  • A SAMPLE CAMPAIGN *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:(YOUTH(LEAD TARGET: SOCIAL*MEDIA*OBJECTIVES Increase(young(people’s(visibility(and( Ensure(meaningful(participation( participation(at(this(year’s(World(AIDS( of(200(young(people. Day(Celebration(in(Bangkok. mike@hun0ng-­‐cool.com   ..*STOP*.. STRATEGY: TACTIC*1: TACTIC*2: TACTIC*3: PLEASE*ANALYZE*YOUR*AUDIENCE*BEFORE*YOU* DETERMINE*YOUR*STRATEGY ORGANIZATIONAL*GOALS linkedin.com/in/mnedelko/  
  • 1. START: GRUNIG MODEL MACRO (GENERIC)   A   1   B   2   NATIONAL/  REGIONAL  LEVEL   DEMOGRAPHIC   PSYCHOGRAPHIC   COMMUNITY   C   3    SITUATIONAL   INDIVIDUAL   MICRO (SPECIFIC)   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 1. START: GRUNIG MODEL MACRO (GENERIC)   A   1   NATIONAL/  REGIONAL  LEVEL   -­‐  One  of  the  most  affected  KAP  are  MSM   -­‐  THAILAND’S  favourite  Social  Media  is  FACEBOOK   -­‐  TWITTER  is  LESS  PROMINENT   B   2   C   3   MICRO (SPECIFIC)  
  • 1. START: GRUNIG MODEL MACRO (GENERIC)   A   DEMOGRAPHIC  LEVEL   1   B   2   C   3   MICRO (SPECIFIC)   -­‐  LARGEST  GROUP  of  FACEBOOK  USERS  are  between  18  and  24  years   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 1. START: GRUNIG MODEL MACRO (GENERIC)   A   1   B   2   C   3   MICRO (SPECIFIC)   PSYCHOGRAPHIC  LEVEL   •  A  truly  randomized,  cross-­‐sec0onal  survey  revealed  that  7%  of  young   adult  men  had  sex  with  another  man,  but  only  1.1%  only  had  sex  with   men     •  In  all  MSM,  83%  iden0fied  as  heterosexual,  i.e.  desiring  women  only.     •  Even  in  exclusive  MSM,  only  21%  said  they  desired  men  exclusively  and   31%  both  men  and  women,  meaning  that  nearly  half  (48%)  of  men  who’d   in  fact  only  ever  had  male  partners  said  they  actually  preferred  women.   Rangsin  R  et  al.  The  recent  impact  of  MSM  on  the  prevalence  of  HIV-­‐1  among   young  men  in  Thailand.  Nineteenth  Interna0onal  AIDS  Conference,   Washington  DC.  Abstract    THAC0303.  2012.   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 1. START: GRUNIG MODEL MACRO (GENERIC)   A   1   PSYCHOGRAPHIC  LEVEL   -­‐  Top  10  KEY-­‐WORDS   -­‐  Top  10  TOPICS   Audience  Profile  Analysis:  Top  Keywords   Top  Klout  Topics   2   18   16   14   #  Profiles   B   20   19   photography   music   12   10   7   10   10   video   8   6   8   food   6   6   4   4   gay  lesbian  and  bisexual   4   2   0   travel  and  tourism   C   3   3   sydney   1   3   money   1   3   lgbt   5   3   thailand   6   3   MICRO (SPECIFIC)   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 1. START: GRUNIG MODEL MACRO (GENERIC)   A   COMMUNITY/  INDIVIDUAL  LEVEL   1   B   2   C   3   MICRO (SPECIFIC)   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 2. STRATEGY IDEAS mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 3. IMPACT Activity'Effectiveness'-'Impact/Ease Impact Ease Impact 1 Pride&parade)and)party)at)Siam)Paragon 2 Publish)promotional)sticker)on)LINE 8 10 7 9 3 Facebook/)Instagram)photo)competition 5 8 4 Video)campaign)about)gender)mainstreaming 9 10 8 7 4 6 10 7 6 5 4 3 2 1 0 1 5 6 7 8 9 10 Celebrity)Video)advertisement Record)a)Gay&Rights)anthem Hold)in&school)workshops Online)petition)to)lobby)policy)change Young)MSM)&)art)exhibition )"Gaytorade")–)a)theatre)play)about)discrimination,)rights)and)empowerment 2 3 4 5 6 7 8 9 10 Ease mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 3. EASE Activity'Effectiveness'-'Impact/Ease Activity'Effectiveness'-'Impact/Ease Impact Impact 1 Pride&parade)and)party)at)Siam)Paragon 1 Pride&parade)and)party)at)Siam)Paragon 2 Publish)promotional)sticker)on)LINE 2 Publish)promotional)sticker)on)LINE 3 Facebook/)Instagram)photo)competition 3 Facebook/)Instagram)photo)competition 4 Video)campaign)about)gender)mainstreaming 4 Video)campaign)about)gender)mainstreaming 5 6 7 8 9 10 5 Celebrity)Video)advertisement Celebrity)Video)advertisement 6 Record)a)Gay&Rights)anthem Record)a)Gay&Rights)anthem 7 Hold)in&school)workshops Hold)in&school)workshops 8 Online)petition)to)lobby)policy)change Online)petition)to)lobby)policy)change 9 Young)MSM)&)art)exhibition Young)MSM)&)art)exhibition 10 )"Gaytorade")–)a)theatre)play)about)discrimination,)rights)and)empowerment )"Gaytorade")–)a)theatre)play)about)discrimination,)rights)and)empowerment Ease Ease 88 77 8 7 55 9 99 10 10 88 77 44 66 10 10 5 1 2 9 10 6 3 Impact Impact 1010 5 10 4 9 9 6 1 8 8 2 7 7 7 9 6 6 3 5 5 8 4 4 3 3 2 2 1 1 0 0 12 2 4 54 65 76 8 7 9 8 9 10 1 3 3 10 EaseEase mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 4. MATRIX Activity'Effectiveness'-'Impact/Ease Impact Ease 1 Pride&parade)and)party)at)Siam)Paragon 2 Publish)promotional)sticker)on)LINE 8 7 8 7 3 Facebook/)Instagram)photo)competition 5 9 8 4 Video)campaign)about)gender)mainstreaming 9 10 8 7 4 6 10 5 1 2 9 10 6 3 7 6 5 4 3 2 1 0 1 5 6 7 8 9 10 Celebrity)Video)advertisement Record)a)Gay&Rights)anthem Hold)in&school)workshops Online)petition)to)lobby)policy)change Young)MSM)&)art)exhibition )"Gaytorade")–)a)theatre)play)about)discrimination,)rights)and)empowerment Impact 10 5 10 4 9 6 1 2 7 9 3 8 2 3 4 5 6 7 8 9 10 Ease mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • 5. STRATEGY DECISION -­‐  STRATEGY:  “Pride-­‐parade  and  party  at  Siam  paragon”     *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:(YOUTH(LEAD TARGET: SOCIAL*MEDIA*OBJECTIVES Increase(young(people’s(visibility(and( Ensure(meaningful(participation( participation(at(this(year’s(World(AIDS( of(200(young(people. Day(Celebration(in(Bangkok. mike@hun0ng-­‐cool.com   ..*STOP*.. STRATEGY: PLEASE*ANALYZE*YOUR*AUDIENCE*BEFORE*YOU* DETERMINE*YOUR*STRATEGY ORGANIZATIONAL*GOALS TACTIC*1: TACTIC*2: TACTIC*3: Pride(march(and( party(at(Siam( Paragon linkedin.com/in/mnedelko/  
  • 6. TACTICS *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:(YOUTH(LEAD TARGET: SOCIAL*MEDIA*OBJECTIVES Increase(young(people’s(visibility(and( Ensure(meaningful(participation( participation(at(this(year’s(World(AIDS( of(200(young(people. Day(Celebration(in(Bangkok. ..*STOP*.. STRATEGY: PLEASE*ANALYZE*YOUR*AUDIENCE*BEFORE*YOU* DETERMINE*YOUR*STRATEGY ORGANIZATIONAL*GOALS Pride(march(and( party(at(Siam( Paragon TACTIC*1: TACTIC*2: TACTIC*3: Approach(INFLUENCERS(and( BlogIpage(dedicated(to(the(event( Facebook(campaign(to( likeminded(FanIPages(to(promote( containing(registration(opportunity(&( promote(event event(to(their(networks. supplementry(content( TACTIC  1:  “Facebook  campaign  to  promote  event”     TACTIC  2:  “Approach  INFLUENCERS  and  likeminded  Fan-­‐Pages  to  promote  event  to   their  networks.”     TACTIC  3:  “Blog-­‐page  dedicated  to  the  event  containing  registraOon  opportunity  &   supplementary  content.”     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 3. IMPLEMENTATION TACTICS & DESIGN mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • WHAT WE’VE LEARNED SO FAR NATIONAL/ REGIONAL LEVEL DEMOGRAPHIC PSYCHOGRAPHIC COMMUNITY SITUATIONAL INDIVIDUAL INFLUENCE  requires  WORD-­‐OF-­‐MOUTH         WORD-­‐OF-­‐MOUTH  requires  TRUST  &  RELEVANCE         TRUST  &  RELEVANCE  requires  UNDERSTANDING  your  audience       UNDERSTANDING  your  audience  is  a  prerequisite  for  selec0ng     your  TACTICS     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • THE WHAT AND HOW EVENT   IMAGE   mike@hun0ng-­‐cool.com   TV   VIDEO   SOCIAL   MEDIA   ADS   linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 3.1 WHAT YOU CAN DO ON SOCIAL MEDIA mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • PAID, OWNED, EARNED MEDIA mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • ADVERTISING PLEASE   ENTER   Y O U R   K E Y -­‐ WORDS  HERE.   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • COST PER CLICK THE  ADVERTISER   EACH  TIME   ORGANIZATION   THE  USER   ONLY  HAS  TO   PAY   FOR   CLICKS   ON  THE   ADVERTISEMENT   mike@hun0ng-­‐cool.com   © 2013 Mike Nedelko linkedin.com/in/mnedelko/  
  • GOOGLE ADVERTISING FACEBOOK mike@hun0ng-­‐cool.com   VS   GOOGLE linkedin.com/in/mnedelko/  
  • ADVERTISING – HOW TO WATCH AT HOME mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • PROMOTIONS WIN   QUIZES:  79%  of  people  star0ng  a  quiz  complete  it           CONTESTS:  Lets  your  audience  create  CONTENT  for  you           SWEEPSTAKES:  Par0cularly  useful  to  expand  your  fan-­‐base.         PERKS:  Promo0on  through  influencers.   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • SWEEPSTAKES WIN   SWEEPSTAKES:  Par0cularly  useful  to  expand  your  fan-­‐base.   h5ps://www.facebook.com/redbull/app_113185218710496     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • PERKS & INFLUENCERS PERKS:  Promo0on  through  influencers.   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • KLOUT FOR GOOD PERKS:  Promo0on  through  influencers.   GOOD@KLOUT.COM   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • CAUTION WITH PROMOTION CONSIDER  THE  PAGE  TERMS  FIRST   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE 3.2 DESIGNING CONTENT FOR EARNED MEDIA (VIRAL) mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • CREATING CONTENT mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • CONTENT CAN SPREAD mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • AMPLIFICATION YOUR  AUDIENCE   PARTNER   ORGANIZATIONS’   AUDIENCE:   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • MAKING THINGS “VIRAL” 1500   !  Success  !   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • GOING VIRAL REASON   ☑   NEVER  ASSUME  that  people  will  care  about  an  issue    just  because     you  think  it  it  important       GIVE  PEOPLE  A  REASON  to  WANT  TO  SHARE  the  message         FIND  THE  REMARKABILITY  IN  YOUR  MESSAGE   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • SOCIAL CURRENCY h5p://artowhetrench.com/     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • TRIGGERS - CASE h5ps://www.youtube.com/watch?v=kfVsfOSbJY0     mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • TRIGGERS - CASE mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • STORY AND EMOTIONS HELP STORY & EMOTIONS HELP ! ! ! STRUCTURE  and  SORT         UNDERSTAND         RELATE   mike@hun0ng-­‐cool.com   OTHER MEDIA FORMATS VS   TOO  TECHNICAL         STRUCTURED  FOR  ACADEMIA         HARD  TO  ENGAGE  WITH   linkedin.com/in/mnedelko/  
  • STORY AND EMOTIONS “TIME AND TIME, when faced with the task to persuade a group of managers or front-line staff in a large organization to get enthusiastic about a major change or mobilize around a certain issue, storytelling was the only thing that worked.” – WORLD BANK, Steven Denning “STORIES ARE OUR UNIVERSAL STOREHOUSE OF KNOWLEDGE, BELIEFS, VALUES, ATTITUDES, PASSION, IMAGINATION AND VISION.” – Harvard Business School mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • STORY AND EMOTIONS T F A R D h5p://youtu.be/rS4Lb-­‐ie4Lc   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • PUBLICLY ACCESSIBLE KEEP  IT  <  90  CHARACTERS   ADD  A  LINK  TO  POINT  USERS  TO  CONTENT   INCLUDE  A  PICTURE   NEWS  YOU  CAN  USE  &  PRACTICAL  VALUE   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • CALL TO ACTION AVENUE FOR ACTION   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • FREE FOR EVERYONE WHO SIGNED IN… mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • WHAT WE HAVEN’T COVERED TO-­‐DO   TO-­‐DO   TO-­‐DO   ADVERTISING         ANALYTICAL  TOOLS         POLICY  FRAMEWORKS   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • THANK YOU ! TO-­‐DO   THANK   YOU  !   TO-­‐DO   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/  
  • FOR SUPPLEMENTRY MATERIALS AND CONTACT INFORMATION PLEASE VISIT: TO-­‐DO   h5p://hun0ng-­‐cool.com/2013/12/02/social-­‐media-­‐mobilise/   TO-­‐DO   mike@hun0ng-­‐cool.com   linkedin.com/in/mnedelko/