Integrating Social Media Into Prevention Programs

Slide 1: Integrating Social Media into Prevention Programs R. Craig Lefebvre, PhD CADCA National Leadership Forum February 14, 2007

Slide 2: Old World: Sources, Channels, Messages & Receivers Influencers Potential Employees Investors Employees MESSAGES Customers Competitors Prospects Partners Press/Analysts

Slide 3: Networked World: Engagement, Interaction & Multiplexity Influencers Potential Employees Investors Employees MESSAGES Customers Competitors Prospects Partners Press/Analysts

Slide 5: The Social Media Ecosystem Tools that facilitate: Blogs   Communication Wikis   Engagement RSS   Transparency Podcasts  Trust  Videocasts / Vlogs  Tools that are: Moblogs   Complementary to traditional communication activities MMS   Used by organizations who Internet telephony  recognize the social characteristics of effective communication

Slide 7: 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

Slide 9: 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)

Slide 14: 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

Slide 15: 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.

Slide 16: Audience Generated Content

Slide 17: When and Where? MySpace was the most Sprint Nextel subscribers   popular site in July 2006 share 30 million photos, – 60 million members play 2 million games and access 1 billion web pages 100 million videos/day  – a month downloaded from YouTube (20 million unique visitors/month) Over 57 million blogs 

Slide 19: 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

Slide 20: 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.

Slide 24: 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

Slide 25: Mobile Applications

Slide 26: 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

Slide 27: 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.

Slide 31: 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.”

Slide 32: Social Media’s Future: Personalized Extended Reach

Slide 34: 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

Slide 35: 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

Slide 37: R. Craig Lefebvre, PhD Lefebvre Consulting Group Silver Spring, MD On Social Marketing and Social Change http://socialmarketing.blogs.com RCraig.Lefebvre@gmail.com