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NEDA09: Social Media for Social Change


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Social Media for Social Change: Connecting Activists and Raising Awareness Online. Presented by Julie Neumann at the 2009 National Eating Disorder Association Conference. By connecting, communicating and collaborating, we can fight back and make a difference.

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NEDA09: Social Media for Social Change

  1. 1. Social Media for Social Change Connecting Activists & Raising Awareness Online Julie Neumann NEDA Conference 09
  2. 2. Social Media: Conversing with the community
  3. 3. Social Change: Creating a cultural movement Winners of the 2009 and 2008 NOW Love Your Body Campaign
  4. 4. <ul><li>95% of sufferers are between the ages of 12 and 25 1 </li></ul><ul><li>25% of college-aged women binge and purge as a weight-management technique 1 </li></ul><ul><li>40% of newly identified cases of anorexia are in girls 15-19 years old 2 </li></ul><ul><li>75% of women 25-45 years old display disordered eating behaviors or symptoms 3 </li></ul>Demographics: Eating disorders & body image 1.) Renfrew 2.) NEDA 3.) SELF-UNC 3.)
  5. 5. Demographics: Internet users & social media <ul><li>Over 90% of 12-17 year olds are online 1 </li></ul><ul><li>68% of 18-32 year olds and 82% of 33-44 year olds get health information online 1 </li></ul><ul><li>65% of 12-17 year olds and 67% of 18-32 year olds use social networking sites 1 </li></ul><ul><li>54% of adult women visit social networks at least once a day, Facebook is the favorite 2 </li></ul>1.) Pew 2.) Q Interactive
  6. 6. <ul><li>Social media demographics 1 </li></ul><ul><ul><li>Facebook: Largest network with 150 million users, 700 million photos uploaded monthly </li></ul></ul><ul><ul><li>Twitter: 3.9 billion tweets, grew 752% in 2008, 65% are under 25 and 53% are female 2 </li></ul></ul><ul><ul><li>YouTube: 13 hours of video are uploaded every minute, hosts 44% of all online videos, 75% of Internet users view videos online </li></ul></ul><ul><ul><li>51% of adult social network users have two or more online profiles, so don’t forget MySpace, Digg, Flickr, CafeMom, etc. </li></ul></ul>Demographics: Internet users & social media 1.) New Media Lab 2.) Sysomos
  7. 7. <ul><li>4.2 million results in Google for the term “pro-ana” </li></ul><ul><li>Pro-ana sites increased 470% from 2006-2007 1 </li></ul><ul><li>12.6% of 13-17-year-old girls in a 2009 Flemish study visited pro-ana sites 2 </li></ul><ul><li>35.5% of diagnosed anorexics in a 2006 Stanford study had visited pro-ana sites 3 </li></ul>Pro-Ana: A social media success story 1.) Optenet Research 2.) Custers & Van den Bulck 3.) Wilson & Peebles
  8. 8. <ul><li>Thousands of groups and pages dedicated to pro-ana on Facebook, MySpace and Twitter </li></ul><ul><li>12,500 “thinspo” and 6,240 “pro ana” videos on YouTube </li></ul><ul><li>LiveJournal still reigns ED social media </li></ul><ul><li>Private pro-ana forums continue to prosper </li></ul>Pro-Ana: A social media success story
  9. 9. <ul><li>Perfect storm of powerful tech with teenage angst </li></ul><ul><li>Keys to success </li></ul><ul><ul><li>Early adopters </li></ul></ul><ul><ul><li>Powerful branding </li></ul></ul><ul><ul><li>Supportive community </li></ul></ul><ul><ul><li>Viral spread </li></ul></ul><ul><ul><li>Continuing adaptation </li></ul></ul><ul><li>Take what works in pro-ana and apply it to positive awareness and activism </li></ul>Pro-Ana: A social media success story
  10. 10. Defining social media <ul><li>We are building our cloud of knowledge together </li></ul><ul><li>Social media is a two-way conversation </li></ul><ul><li>Conversation allows you to </li></ul><ul><ul><li>Create </li></ul></ul><ul><ul><li>Share </li></ul></ul><ul><ul><li>Collaborate </li></ul></ul>
  11. 11. <ul><li>Quality over quantity </li></ul><ul><li>Remember your audience </li></ul><ul><li>Always be authentic </li></ul>Three guiding principles of social media
  12. 12. <ul><li>Listen and learn </li></ul><ul><li>Plan your brand </li></ul><ul><li>Join the conversation </li></ul><ul><li>Create content to connect </li></ul><ul><li>Nurture your community </li></ul><ul><li>Build your buzz </li></ul>Steps to social media engagement
  13. 13. <ul><li>Familiarize yourself with the social web </li></ul><ul><li>Decide what your social media objectives will be </li></ul><ul><li>Develop a flexible strategy for success </li></ul><ul><li>Establish your basic tool box: </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>RSS feed </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul>Step 1: Listen and learn
  14. 14. <ul><li>Do brainstorm a unique voice </li></ul><ul><li>Do have a vision but plan to evolve </li></ul><ul><li>Don’t follow the crowd </li></ul><ul><li>Establish your presence on: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul>Step 2: Plan your brand
  15. 15. <ul><li>Do reach out to individuals </li></ul><ul><li>Don’t make it all about you </li></ul><ul><li>Establish your presence on: </li></ul><ul><ul><li>, Care2 and specialty networks </li></ul></ul><ul><ul><li>Blog like Wordpress or Tumblr </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Digg </li></ul></ul>Step 3: Join the conversation
  16. 16. <ul><li>Do share valuable information </li></ul><ul><li>Do contribute original content </li></ul><ul><li>Don’t be a copy machine </li></ul><ul><li>Establish your presence on: </li></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Wordpress, Tumblr, etc. </li></ul></ul>Step 4: Create content to connect
  17. 17. <ul><li>Do collaborate and evangelize </li></ul><ul><li>Don’t just sell a product or promote yourself </li></ul><ul><li>Do organize events both online and in real life </li></ul><ul><li>Remember, it’s social media </li></ul><ul><li>Maximize your productivity: </li></ul><ul><ul><li>Tools and apps </li></ul></ul><ul><ul><li>Metrics and ROI </li></ul></ul><ul><ul><li>Keywords and SEO </li></ul></ul>Step 5: Nurture your community
  18. 18. <ul><li>Do innovate and experiment </li></ul><ul><li>Don’t limit yourself </li></ul><ul><li>Do link it all together </li></ul><ul><li>Have fun! </li></ul>Step 6: Build your buzz
  19. 19. <ul><li>Custom API with social media promotion </li></ul><ul><ul><li>Experimentation </li></ul></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>Interaction </li></ul></ul><ul><li>Roughly 3,000 submissions and 2,000 new email addresses collected in two weeks </li></ul>Social Success: HSUS LOLSeals
  20. 20. <ul><li>Launched in 2004, still going strong in 2009 </li></ul><ul><li>Dove Evolution viral film won Ad Grand Prix at 2007 Cannes and has over 12 million views on YouTube </li></ul><ul><li>But is it authentic? More ad/PR than social media. </li></ul>Social Success: Dove Real Beauty Campaign
  21. 21. <ul><li>344,170 MySpace friends </li></ul><ul><li>46,587 Facebook fans </li></ul><ul><li>41,171 Twitter followers </li></ul><ul><li>640,608 YouTube views </li></ul><ul><li>Why? It’s unique and real. </li></ul>Social Success: To Write Love On Her Arms
  22. 22. <ul><li>Pick a focus </li></ul><ul><ul><li>Promote healthy body image </li></ul></ul><ul><ul><li>Counter pro-ana and thin ideal </li></ul></ul><ul><ul><li>Educate public on eating disorder issues </li></ul></ul><ul><ul><li>Support those with eating disorders </li></ul></ul><ul><ul><li>Support those in recovery </li></ul></ul><ul><ul><li>What do you believe in? </li></ul></ul><ul><li>Where do you want to end up? </li></ul><ul><li>Who do you want to reach? </li></ul><ul><li>How can the community support your idea? </li></ul><ul><li>How can you support the community? </li></ul>Social Success: Are you next?
  23. 23. The sky is the limit, join the cloud. NEDA Conference 2009 Social Media for Social Change Julie Neumann [email_address]