Oscar Morales FARC background It started kidnapping wealthy Colombians, holding them to ransom, and did business with the drug cartels. It started bombing the main cities in the 1980s and 1990s. People became very afraid because of the bombs and kidnapping. No one would say anything against Farc as it was very dangerous and the army wasn’t able to contain it. Read more: http://www.metro.co.uk/news/812277-oscar-morales-how-i-used-facebook-to-protest-against-farc#ixzz1nnRfg7hK http://www.movements.org/case-study/entry/oscar-morales-and-one-million-voices-against-farc/ Started Jan 4, 2008 Within 12 hours had 1500 member Next day 4000 100,000 first week. Feb 4 organized protests in Columbia. 45 columbian cities with 1.5 million in Bogata alone. Disapora wanted to help too 200 cities worldwide Crippled FARC – membershiop dropped from 40,000 to 7,000 – back in the jungle. Remarkable tipping point – capitalized on the overwhelming public sentiment.
Start with Story of 2008 campaign and google ads.
Social media permeates everything.
Quality Forum 2012 - SMC - Ian Roe
Social Media and Immunization in BC… From dipping our toe to jumping right in…Ian RoeContent StrategistBC Centre for Disease ControlIan.Roe@bccdc.ca
The Power of Social Media The Facebook Effect: Oscar Morales and One Million Voices Against FARC
On Paradigms:Social Media as a Force Multiplier Old media New media• more ripples = bigger rock • Initial splash not as important• Top down • Utilize wildlife in pond to make• Rigidly controlled many small splashes• Few distribution channels • Distribution channels limitless • Getting attention is difficult • Social capital (‘Ripple-ability’) is the value of message
Looking Forward:ImmunizeBC 2011-12 Promotions Plan
Amping up:Web Enhancements and Innovations Three areas of focus for doing social media better:l Defining a Strategy: SM engagement and content planningl Allocating Resources: hiring, coaching and trainingl Adding the Tools: Website infrastructure
A Social Media Strategy:Engagement and Content planningBased on two ½ day workshops:Engagement plan: Assessment and recommendation for allocation of resources (staff & time) Leveraging key opportunities for engagement (i.e. FB) Workflows timelines & best practices for various online activities (i.e. responding to comments, moderating conversations)Content Plan: Recommendations for content posting using social media (i.e., blogging, FB and Twitter) Workflows for repurposing posts/videos Developing editorial calendar
Social Media Resources:Hiring, Coaching and Training Hired nurse to work on social media
Social Media Resources:Hiring, Coaching and Training Hired nurse to work on social media Ongoing advice, assistance and training key staff for animating online presence Skills assessment to determine needs related to training program Examples include blogger outreach, social media monitoring, online chat best practices Screen capture videos of key best practices
Social Media Tools:Website infrastructure Upgrades
Social Media Tools:Website infrastructure upgrades Site configuration for better mobile access Interactive Q & A feature Online real time chat feature Online story sharing (i.e. submit a story) SMS/Text reminder system
Speaking of stories…the roadimmunization advocacy Giving a ‘voice’ to the silent majority Changing the tone of the ‘immunization conversation’ from the ground up BC Modern Family: Photoshoots in early 2011 captured real families Emphasized diversity – family types, ethnicities & backgrounds Assets to be used for multiple campaigns
The Formula… Goal is to create a network of immunization lay and HCW advocates – “Boosters” Old school grass roots outreach & activism meets the new word of mouth – social media Build an volunteer activist database to manage activities Influence the influencers: Train them online focusing on areas of local interest
Advocate StoriesLaura and daughterAmanda (14)Audra and childrenAlexandria (10) andAaric (7)
Advocate StoriesDawn and Tysonwith children Cayden(2) and Lucas (5)
The Challenge… Where? In every city and town in BC How many? 500 in the first year, 100 stories online. Ask “Boosters” to share stories. Use the accelerant potential of social media to spread them Subset of top stories top act as fuel for larger campaigns
Takeaways… Advocate for change in your area to allow for greater sharing of information (i.e. youtube). Involve comns, HR. Loss of control – new outlook required around engagement Don’t do it in a vacuum – consult policies Engaging in social media is not free - resource it!
What I would like to you consider… Get on the list. Sign up as an “I Have Immunity” advocate Tell us your story Seek out others with vaccine preventable disease stories in your community. Get connected on Social Media. Sign up to our Facebook and Twitter pages (www.facebook.com/immunizebc www.facebook.com/ihaveimmunity www.twitter.com/immunizebc Ian.Roe@bccdc.ca