Integrating Social Media into Prevention Programs R. Craig Lefebvre, PhD CADCA National Leadership Forum February 14, 2007

Old World: Sources, Channels, Messages & Receivers

Networked World: Engagement, Interaction & Multiplexity Investors Customers Prospects Press/Analysts Partners Employees Potential Employees Influencers MESSAGES Competitors

The Social Media Ecosystem Blogs Wikis RSS Podcasts Videocasts / Vlogs Moblogs MMS Internet telephony Tools that facilitate: Communication Engagement Transparency Trust Tools that are: Complementary to traditional communication activities Used by organizations who recognize the social characteristics of effective communication

Blogs

Wikis

RSS

Podcasts

Videocasts / Vlogs

Moblogs

MMS

Internet telephony

Tools that facilitate:

Communication

Engagement

Transparency

Trust

Tools that are:

Complementary to traditional communication activities

Used by organizations who recognize the social characteristics of effective communication

Social Network Sites “ The most frequently cited benefit of the internet was in helping people tap into [their] social networks” – Susannah Fox, Pew American Life and Internet Project, 6 Nov 2006

Marijuana in Social Network Sites 213,000 pages returned on MySpace [453 videos, 294 friends] 5,790 videos on YouTube [Marijuana and Driving: 156,322 views)

213,000 pages returned on MySpace [453 videos, 294 friends]

5,790 videos on YouTube [Marijuana and Driving: 156,322 views)

Who Uses It? 147 million people (73%) on the Internet 84 million (42%) have broadband access at home 57 million read blogs 9 million have downloaded a podcast in the past month 43 million (35% of all adult Internet users) have created or shared content on the web

147 million people (73%) on the Internet

84 million (42%) have broadband access at home

57 million read blogs

9 million have downloaded a podcast in the past month

43 million (35% of all adult Internet users) have created or shared content on the web

Audience Generated Content Nearly 57% of online teens are Content Creators. About one third share their artwork, photos, stories or videos. 22% have their own personal web sites and 19% have their own web log.

Nearly 57% of online teens are Content Creators.

About one third share their artwork, photos, stories or videos.

22% have their own personal web sites and 19% have their own web log.

Audience Generated Content

When and Where? MySpace was the most popular site in July 2006 – 60 million members 100 million videos/day downloaded from YouTube (20 million unique visitors/month) Over 57 million blogs Sprint Nextel subscribers share 30 million photos, play 2 million games and access 1 billion web pages – a month

MySpace was the most popular site in July 2006 – 60 million members

100 million videos/day downloaded from YouTube (20 million unique visitors/month)

Over 57 million blogs

Sprint Nextel subscribers share 30 million photos, play 2 million games and access 1 billion web pages – a month

Using New Media Kaiser Family Foundation. New media and the future of public service advertising. April, 2006. VERB (8372) Centers for Disease Control and Prevention Fight Mannequinism The Federal Voting Assistance Program and Ad Council Above the Influence Office of National Drug Control Policy, Partnership for A Drug-Free America National Day to Prevent Teen Pregnancy National Campaign to Prevent Teen Pregnancy, Teen People Small Step U.S Department of Health and Human Services, Ad Council Girls Go Tech Girl Scouts of USA, Ad Council

VERB (8372)

Centers for Disease Control and Prevention

Fight Mannequinism

The Federal Voting Assistance Program and Ad Council

Above the Influence

Office of National Drug Control Policy, Partnership for A Drug-Free America

National Day to Prevent Teen Pregnancy

National Campaign to Prevent Teen Pregnancy, Teen People

Small Step

U.S Department of Health and Human Services, Ad Council

Girls Go Tech

Girl Scouts of USA, Ad Council

New Media Cookie Cutter Set up a web site with information and/or 'cool stuff' to interact with or download Convert the PSAs and print material into digital formats Promote like crazy through traditional media and the web (blogs, MySpace, viral, WOM) - now it's new! Use cell phones and SMS as a response channel Push messages and alerts out to participants who opt-in at the web site or through SMS to receive them Measure results by eyeballs and click throughs Caution: Adherence to these principles will insure that you develop a program that uses new media and does not apply social technologies that fit into people’s lives and practices and help change behaviors in relevant ways.

Set up a web site with information and/or 'cool stuff' to interact with or download

Convert the PSAs and print material into digital formats

Promote like crazy through traditional media and the web (blogs, MySpace, viral, WOM) - now it's new!

Use cell phones and SMS as a response channel

Push messages and alerts out to participants who opt-in at the web site or through SMS to receive them

Measure results by eyeballs and click throughs

Who Uses It? Over 200 million cell phone subscribers 40% use SMS (32.5 billion txt msgs sent in last half of 2005) 44% of people use their mobile as their main camera 34.6 million use mobile Internet services By 2009, every US mobile subscriber will have a SMS-enabled phone; 98% will be web-enabled

Over 200 million cell phone subscribers

40% use SMS (32.5 billion txt msgs sent in last half of 2005)

44% of people use their mobile as their main camera

34.6 million use mobile Internet services

By 2009, every US mobile subscriber will have a SMS-enabled phone; 98% will be web-enabled

Mobile Applications

Health Marketing SexInfo: San Francisco Department of Public Health Address rising prevalence of STDs among urban youth Make it private, personal and timely First quarter: 1,538 inquiries Condom failure, STD info and pregnant (?) top three calls

Address rising prevalence of STDs among urban youth

Make it private, personal and timely

First quarter:

1,538 inquiries

Condom failure, STD info and pregnant (?) top three calls

txt2connect: A Parents TXT Tutorial Parents get a quick answer to their questions. Kids are more apt to respond to text messages when they are with their friends. You, or they, don't have to worry about tone of voice. Texting allows you to enter your child’s world. Text messaging allows parents to compose and edit a message before pressing send. Texting vs. calling gives kids more space but allows parents to keep in touch as often as necessary.

Parents get a quick answer to their questions.

Kids are more apt to respond to text messages when they are with their friends.

You, or they, don't have to worry about tone of voice.

Texting allows you to enter your child’s world.

Text messaging allows parents to compose and edit a message before pressing send.

Texting vs. calling gives kids more space but allows parents to keep in touch as often as necessary.

Media Mutliplexity Strategy “ Our goal on Sept. 5 is that whether you’re in your car, on your computer, commuting, listening on your cell phone, or, God forbid, at home watching television, that the CBS News will be available to you” - President of CBS News and Sports, New York Times , July 17, 2006 on changes for “ The CBS Evening News.”

“ Our goal on Sept. 5 is that whether you’re in your car, on your computer, commuting, listening on your cell phone, or, God forbid, at home watching television, that the CBS News will be available to you”

Social Media’s Future: Personalized Extended Reach

Implications for Social Marketers ‘ Be Everywhere’ [Media Multiplexity] Interactivity and AGC (audience generated content) Collaboration and Sharing Social Networks and Social Capital Aggregate or COGs (Centers of Gravity) Education, Engagement, Entertainment, Empowerment and Evangelism

‘ Be Everywhere’ [Media Multiplexity]

Interactivity and AGC (audience generated content)

Collaboration and Sharing

Social Networks and Social Capital

Aggregate or COGs (Centers of Gravity)

Education, Engagement, Entertainment, Empowerment and Evangelism

Quotable Quotes The Social Web empowers people's ability to engage in self-expression and communicate and share information with whomever they choose – Tech Crunch Social technologies succeed when they fit into the social lives and practices of those who engage with the technology – danah boyd It’s not about using new media; it’s about using media in new ways – Craig Lefebvre

The Social Web empowers people's ability to engage in self-expression and communicate and share information with whomever they choose – Tech Crunch

Social technologies succeed when they fit into the social lives and practices of those who engage with the technology – danah boyd

It’s not about using new media; it’s about using media in new ways – Craig Lefebvre

R. Craig Lefebvre, PhD Lefebvre Consulting Group Silver Spring, MD On Social Marketing and Social Change http://socialmarketing.blogs.com [email_address]