Today I’m going to quickly walk you through how headspace, the National Youth Mental Health Foundation, went social. I am also keen to show you some of the tools and functions which social media can offer you, right here, right now. The ‘theme’ for this afternoon is the future. Well folks, the future is already here and it’s time to get onboard.
Brief background on headspace
Social media is a quickly evolving world with many opinions on how to exactly define it. In it’s most basic sense, social media allows traditional consumers to become producers, and consumption of information, content and collaboration has led to the formation of a virtual community within web 2.0. Or in other, more academic words “social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”
Popular opinion states that “What is interesting is comparing how Generation Y and Generation X (aged 29 to 42) view and use technology differently. Generation X users use technology as much as Gen Y but for X’ers they use technology when it when it supports a “lifestyle need” whereas tech is “embedded into everything Gen Yers do” making them the first “native online population”. headspace aims to empower these young people and provide a clear path to sources of help via our social media strategy. Cost effective Real time Two way conversations Interact with large diverse audience Gain opinions and thoughts of young people quickly Gives street cred with target audience Its where young people are
We have provided you with some working documents which headspace used to help inform our planning and development before we went social. Whilst we can’t give you our IP (joke), we can show you the level of thinking required before you put your brand into cyberspace. And if you have already put your brand into social media, we encourage you to review these planning documents to assess your strategy, and ensure your efforts will be rewarded and not ridiculed. Because, as headspace has found, it can be very hit and miss, or it can be a huge success.
It is vital that before planning or undertaking social media activities, that you, your organisation and the senior management fully understand the risks and opportunities of moving online. The best way to start is to conduct a SWOT and look at what policies are out there to guide you.
Founded in February 2005, YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience. YouTube allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email. Everyone can watch videos on YouTube. People can see first-hand accounts of current events, find videos about their hobbies and interests, and discover the quirky and unusual. As more people capture special moments on video, YouTube is empowering them to become the broadcasters of tomorrow. YouTube came into its own during the 2008 American election where the now President Obama leveraged its large audience to create videos to inspire, engage and educate younger voters on his platforms, while breaking barriers to connect with a whole new generation. Here is Australia we saw 2007’s Federal election go online with Kevin Rudd and later John Howard utilising the channel to connect with younger voters. The Rudd effort was superior to Howard as Rudd demonstrated his (or his staffs) understanding of the conversationalist style of the medium, presenting light and relevant content, where as Howard presented as he did on mainstream media, formal and rehearsed. This undermined the use of the medium and led to backlash within the users of YouTube. This is an important lesson for anyone wanting to use YouTube or infact, any social media application to engage with the younger generations. You need to understand the ‘tone’ of the medium, and play by their rules. Show and tell Purpose for this channel Stats on useage Evaluation tools
According to Facebook “Facebook's mission is to give people the power to share and make the world more open and connected. Millions of people use Facebook everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.” The users tend to be slightly older (20 and above) and socially network for gain, rather than purely for pleasure. The demographics of the users are wide-spread, with users re-connecting with old ‘communities’ such as school mates, work colleagues and past friends. The emphasis on re-connecting people is an important one, with users feeling a need to display networks and badges of honour in what they support, pictures they upload, applications they use etc. Quick facebook 101: A user can have a ‘page’ which is the home for their information and their networking. They can also start a ‘group’ where like-minded users join and discuss on ‘discussion boards’. They can also start a ‘cause’, again where like-minded users (world wide) can join, participate in growing the network by ‘inviting their friends to support’, and display their cause or group on their unique page (thus the badge). There are also applications (or apps) which users utilise to either have fun, educate, empower or entertain (anything from send a ‘bogan gift - my current faviourite) to sending a well to a poor nation. The other element of Facebook is it’s capacity to raise funds through its causes. There is a secure online donation tool which allows causes to raise funds through its supporters. However, this application is only currently available in the USA and a few other countries, not Australia.
Show and tell Purpose for this channel Stats on useage Evaluation tools
According to the developers of MySpace, “MySpace is an online community that lets you meet your friends' friends. Create a community on MySpace and you can share photos, journals and interests with your growing network of mutual friends! See who knows who, or how you are connected. Find out if you really are six people away from Kevin Bacon.” MySpace demographics are younger than facebook, with a stream of school friends extending their ‘day to day’ communities to the virtual world through MySpace. Essentially, they are friends with their ‘real’ friends and connect with friends of friends. Recently MySpace launched applications (similar to facebook) and causes (the same as facebook through a client). These tools extend the functionality of MySpace to now include video, picture and movie file sharing, instant chatting, public discussions and wall to wall communication.
Twitter is a free social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers). Senders can restrict delivery to those in their circle of friends or, by default, allow anybody to access them. Users can send and receive tweets via the Twitter website, Short Message Service (SMS) or external applications. The service is free to use over the Internet, but using SMS may incur phone service provider fees. Micro-blogging is a form of multimedia blogging that allows users to send brief text updates or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, digital audio or the web. In March 2009, a Nielsen.com blog ranked Twitter as the fastest growing site in the Member Communities category for February 2009. Twitter had a growth of 1382%, Zimbio had a growth of 240%, followed by Facebook with a growth of 228%.
Profile other policies Key hs considerations (nature of risk)
With 30 headspace centre’s spread across the country, each unique to it’s own community, the headspace centres have also been utilising social media to engage and connect with their audience. At first headspace national was concerned about the ‘brand spread’ – however it became apparent that the local headspace’s needs and usage of these applications was going to be very different to headspace Nationals, and could in fact also promote the national brand. As such, a number of the headspace centres now have MySpace and/or facebook pages. MySpace has been used well in Central West Gippsland area, with promotions specific to the local area – such as bushfire relief centres and support. SO in any words, its about community connectedness for our centre’s existing communities and network, essentially moving from paper-based news and ‘push’ communications, to virtual, real time interaction and engagement.
To reduce the dilution of brand, headspace has worked collaboratively with the headspace centre's in their usage of these sites – particularly facebook. headspace National Office recommends that the centres do not form ‘groups’ rather form ‘profiles’. That they link or become friends with headspace Australia, join and promote both the cause and the group. The other critical element for our headspace centres is the development of localised and needs-specific policies and risk management frameworks, using the established templates from headspace National. The headspace centres use facebook as a local community. They provide information relevant to that local community and engage the members of that community, again, in an extension of their existing ‘on the ground’ community development and awareness activities.
How does this all fit with headspace’s overall e-health strategy? All these tools / applications / social media essentially act as a funnel to the headspace website. The headspace website is where young people can find out information and contact details of their closest headspace centre, how to make an appointment. There are stories written by other young people about personal experiences of MH and D&A issues, and how they got through tough times, there is news, events, info for parents and carers, specific fact sheets and a section for academics and professionals which includes links to relevant research. Using facebook, MySpace, Twitter and YouTube act to engage, educate and empower young people– these social media applications do not specifically push mental health and alcohol and other drug information. Rather they engage young people, make other young people aware through their networks that headspace is out there and a source of support if required. We do not deliver one on one counselling or support through the social media applications, however we do encourage help seeking via the website – specifically access to headspace centres.
How do we know that social networking is having an impact on headspace? Most popular sections of the website are, homepage, headspace sites, Information, Stories, knowledge centre, Getting help.
We have seen a steady increase in website traffic since officially launching the website in April 2008, and can also track the success of the campaigns to date and when we went social.
To do this, we have developed a ‘closed’ facebook group. This group allows only reference group members and staff access to the discussions and consultation. The group is quite literally used daily to update members on activities and projects, receive input from members in relation to policies, and resources. This has essentially replaced email communication. The only time email communication is utilised is when needing to gain feedback on documents – as documents cannot be uploaded and attached on facebook groups. However the discussions and feedback on these documents still occurs via the facebook group so that it is easily collated, members can have discussion and debate and see others opinions and thoughts and argue their side as necessary.
The other element of facebook which has proved invaluable for me is also to keep track of MH and wellbeing of members – either by tracking ‘status’ or IM and catching members when they are online!
The opportunities for this application are endless! What do you think you could use this for?
Utilising Social Media To Educate
Utilising Social media to educate, engage and empower young people Karalee Evans
What is headspace? <ul><li>headspace is Australia’s National Youth Mental Health Foundation and was established in 2006 by the then Howard Government. The Rudd Government has committed to a further three years of funding for headspace. </li></ul><ul><li>The aim of headspace is to reduce the burden of disease amongst young people aged 12–25 caused by mental health and related substance use problems. </li></ul><ul><ul><li>30 headspace centres across Australia </li></ul></ul><ul><ul><li>www.headspace.org.au </li></ul></ul><ul><ul><li>headspace National Priorities: </li></ul></ul><ul><ul><ul><li>Social Marketing Strategy </li></ul></ul></ul><ul><ul><ul><li>Centre for Excellence </li></ul></ul></ul><ul><ul><ul><li>Education and Training </li></ul></ul></ul>
What is Social Media? <ul><li>At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many). </li></ul><ul><li>Social media can take many different forms, including Internet forums, weblogs, social blogs, wikis, podcasts, pictures and video. </li></ul><ul><li>Technologies include: blogs, picture-sharing, vlogs (video logs), wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. </li></ul><ul><li>Social media applications include communication (facebook, myspace, twitter, blogs), collaboration (wiki, delicious), multi-media (youtube, flickr) and entertainment (secondlife, world of warcraft). </li></ul>
Why is headspace using social media? <ul><li>headspace has been established for 12-25 year old Australians (Generation Y) </li></ul><ul><li>Generation Y are using social media, and to date have been the biggest adopters of new technology - they are truly the tech generation. </li></ul><ul><li>Social media allows headspace to engage with young Australians in an exclusive and meaningful way, appealing to their need for information and contributing to their connectedness online. </li></ul><ul><li>Specifically for headspace, we know that one in five young people access the Internet for help, with a greater percentage of young males seeking assistance online. </li></ul>
How did we get social? <ul><li>Steps to getting headspace social: </li></ul><ul><li>Identify goals and objectives </li></ul><ul><li>Conduct SWOT and risk analysis </li></ul><ul><li>Consult with youth reference group </li></ul><ul><li>Confirm policy and risk management strategy </li></ul><ul><li>Develop key organisational messaging: not PUSH </li></ul><ul><li>Develop strategy and implement </li></ul><ul><li>… start small, learn from feedback and get social! </li></ul>
headspace’s Twitter You can brand your page Very much a conversationalist channel which needs to be two-way, not ‘push’ headspace is growing this channel organically, and does not seek out people, they come to us.
What do you need in a policy? <ul><li>headspace operates within a sensitive area - youth mental health </li></ul><ul><li>Clear social media policies are required to guide our interaction online with our audience, including the distinction on when to ‘moderate’ and when not to. </li></ul><ul><li>Recently high profile organisational social media policies have been launched such as Telstra’s 3 R’s of Social Media Engagement. </li></ul><ul><li>The key to ensuring your social media strategies are to be successful is the understanding that it is a mechanism to engage, not ‘push’ information. </li></ul><ul><li>Here is a link to a ready-made social media policy for your staff: </li></ul><ul><li>http://www.shiftcomm.com/downloads/socialmediaguidelines.pdf </li></ul><ul><li>Fundamentals of Social Media Policies - http://laurelpapworth.com </li></ul>
How do we know it’s working? <ul><li>From June 1, 2008 to date, facebook is headspace’s 4 th top referrer to the website </li></ul><ul><li>headspace’s facebook cause has new member join every hour </li></ul><ul><li>Through promoting a survey on facebook and MySpace pages, headspace received 1259 responses in a period of 2 weeks </li></ul><ul><li>In March 2009, headspace had over 60,000 visitors to the website </li></ul><ul><li>64% of headspace’s YouTube video’s are being viewed by the target audience (13 – 24 year olds) </li></ul><ul><li>Since implementation, headspace can count on one hand the number of ‘risk’ incidents. </li></ul>
<ul><li>Organic growth – not manufactured. Majority of ‘top recruiters’ not headspace affiliated </li></ul>
Keeping up-to-date <ul><li>Krysten is completely exhausted and cant wait for Friday . </li></ul><ul><li>Amanda is busy rushing round packing the house up ready to start moving house at the end of this wk and this wkend :) - well not at the present time as im on FB lol, but is going back to it v.shortly. Sign up tomro!!! :) Yay.... Boxes and random items everywhere lol, ARG!!! So dnt mind if I seem to drop off the planet, will be changing everything over. So no random shit sending after tomro or thurs k peeps!!! lol..... </li></ul><ul><li>Andrea when the internet sucks it sucks big time. </li></ul>
What else is there? <ul><li>If Facebook, YouTube, Twitter and MySpace weren’t enough for you, then I’m going to quickly show you some other functions which can be incorporated into your day-to-day operations. </li></ul><ul><li>But first, it’s important to communicate that going ‘social’ doesn’t have to be only for marketing purposes! You can leverage and utilise existing tools for: </li></ul><ul><li>Internal communications </li></ul><ul><li>Internal training and education </li></ul><ul><li>File storage </li></ul><ul><li>Video conferencing </li></ul><ul><li>Customer feedback </li></ul><ul><li>Fundraising </li></ul><ul><li>… and many more! </li></ul>
Internal communications on a shoestring: <ul><li>Did you know you can use Twitter as an internal communications channel simply by using locked accounts and only allowing staff to access the updates? </li></ul><ul><li>Or what about setting up a Facebook group (closed) to use for distribution of company updates, and staff consultation? </li></ul><ul><li>Even look at creating a community for your employees via Ning.com which allows you to create your own ‘facebook’ and set who has access to it. </li></ul><ul><li>All you need is internet access. No intranets, not newsletter costs, no printing updates for the staff bulletin board. Same goes for internal training for staff. Do you have video skype? It’s free and all you need is a webcam and internet. </li></ul>
Got a storage issue? <ul><li>Working across multiple locations? Do you have staff who are time poor? </li></ul><ul><li>If you have a need for easy and quick access to files - such as organisational presentations, policy documents etc - why not put them in the cloud? </li></ul><ul><li>There are free hosting sites which allow you to create closed groups for sharing and hosting your files. </li></ul>
Customer Feedback: <ul><li>One of the best practical applications of social media is sourcing customer feedback via crowd-sourcing opinion. </li></ul><ul><li>What does this mean? Why not tap into an online community, and use this community to source their thoughts and opinions on your products or services? This is called ‘service (co)-design’. The essential ingredient? Collaboration. </li></ul><ul><li>A great case study is headshift’s work on the UK health patient opinion website. </li></ul><ul><li>Patient Opinion is a revolutionary new online system that lets anyone share experiences of receiving specialist treatment on the NHS. </li></ul><ul><li>http://www.headshift.com/projects/2008/06/patient-opinion.php </li></ul>
Create a community: <ul><li>What if you could tap into people who had common interests or what if you wanted to be seen as an advocate in your little corner of the world? </li></ul><ul><li>Then why not create your own community, sharing and encouraging collaboration around anything from policy development to professional development. </li></ul><ul><li>A FREE tool you can use is Ning.com </li></ul>
What’s next? <ul><li>Social media is an evolving ‘beast’, and there are always new functions, new channels, new audiences and new ‘rules’. </li></ul><ul><li>The key for headspace is to identify our core social media applications and stick with them. ‘Quality, not quantity’. </li></ul><ul><li>With our core strategy we know we are reaching our wide age group (12-25), and reaching different interest groups. </li></ul>