ICAAP 11
USING SOCIAL MEDIA TO
MOBILIZE YOUNG PEOPLE IN
THE HIV RESPONSE
HUEY	
  NHAN-­‐O’REILLY	
  
UNAIDS	
  	
  
ASIA	
...
1.2 THE POTENTIAL
OF
SOCIAL MEDIA
HUEY	
  NHAN-­‐O’REILLY	
  
UNAIDS	
  	
  
ASIA	
  AND	
  THE	
  PACIFIC	
  

linkedin.c...
huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Question 1

There are over 200
social networks listed on
Wikipedia alone
Is this true?
huey.nhan@gmail.com	
  

linkedin.c...
Social media is
disaggregated

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Ask yourself…

Who uses these platforms?
Why do they use them?
What do they share on
them?
huey.nhan@gmail.com	
  

linked...
Instagram

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Question 2

When young people are asked
to liken their use of social media
sites to inanimate objects, they
liken Facebook...
Facebook

Facebook
is a mirror

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Facebook

“Facebook is a place where young
people write and share
themselves into being.”
Mark Zuckerberg, CEO and Founder...
Facebook

“Young people are doing things on Facebook.
They are dancing in front of digital mirrors. They
are patting their...
Question 3

When writing a tweet, the
maximum number of characters
you can use – including spaces –
is 140
Is this true?
h...
What do we use Twitter for?

Tweets are 140 ch micromessages
Twitter is the megaphone
Sharing life in real time

huey.nhan...
New news on Twitter

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Old news on Twitter

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Twitter in plain English

h8p://www.youtube.com/watch?
v=RgjO7dECmLE&feature=youtu.be	
  
huey.nhan@gmail.com	
  

linkedi...
Twitter

Twitter is so physically limited
when compared to Facebook.
So, why do people use it?

huey.nhan@gmail.com	
  

l...
Facebook

Deeper engagement
Express themselves and their
values
I think this too

huey.nhan@gmail.com	
  

linkedin.com/in...
Twitter vs Facebook

Brand	
  	
  
Ambassadors	
  for	
  
your	
  organizaJon	
  
huey.nhan@gmail.com	
  

linkedin.com/in...
Twitter vs Facebook

Brand	
  	
  
Ambassadors	
  for	
  
your	
  organisaJon	
  
huey.nhan@gmail.com	
  

InformaJon	
  
...
Question 4

On Twitter, people tweet
about their daily life
activities more than
anything else
Is this true?
huey.nhan@gma...
Celebrity tweeters

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Question 5

The most popular activity
on Facebook is sharing
links to articles, videos
and websites
Is this true?
huey.nha...
Facebook photos

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Facebook photos

“For this generation of young
people, seeing is not
metaphorically believing, seeing
and believing are th...
Or as we from the internet say…

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Growth of the visual networks

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Question 6

Asia-Pacific has more
Facebook users than
the Americas
Is this true?
huey.nhan@gmail.com	
  

linkedin.com/in/h...
Asia-Pacific wins

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Question 7

Facebook shares, retweets
& TV/magazine interviews
are all examples of earned
media
Is this true?
huey.nhan@gm...
Types of media

Paid	
  

Print,	
  television,	
  radio,	
  
magazines,	
  cinema,	
  	
  
outdoor,	
  banners,	
  	
  
d...
huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
USING SOCIAL MEDIA TO MOBILIZE
YOUNG PEOPLE IN THE HIV RESPONSE

1.2 THE WORKSHOP
MIKE	
  NEDELKO	
  
DIGITAL	
  PROJECT	
...
UNCERTAINTY

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
THE STRUCTURE

STRATEGY	
  to	
  3e	
  your	
  Social	
  Media	
  to	
  our	
  organiza3onal	
  goals.	
  
	
  
	
  
UNDER...
1.3 MOBILIZING YOUNG
PEOPLE

mike@hun3ng-­‐cool.com	
  

@hun3ng_cool	
  @mike_nedelko	
  #ICAAP11	
  
WE ARE GETTING

mike@hun3ng-­‐cool.com	
  

SERIOUS !

linkedin.com/in/mnedelko/	
  
WHAT WE ARE DOING TODAY
SOCIAL	
  
MOVEMENT	
  
THEORY	
  

“The	
  process	
  of	
  MOBILIZING	
  people	
  through	
  	
...
NOT A NEW CONCEPT
“Social movements rely on a shared
understanding of some problematic
condition or situation people defin...
THE PROCESS OF MOBILIZING

!
!

!

CONDENSE	
  
mike@hun3ng-­‐cool.com	
  

ACTION
FRAMEWORK	
  

SPREAD	
  
linkedin.com/...
THE APPROACH
INFORMATION	
  

YOUNG	
  PEOPLE	
  

RELEVANCE	
  

INFLUENCE	
  

ORGANIZATION	
  

SHARE	
  
mike@hun3ng-­...
1.4 INFLUENCING
YOUNG PEOPLE
THROUGH
SOCIAL MEDIA
mike@hun3ng-­‐cool.com	
  

@hun3ng_cool	
  @mike_nedelko	
  #ICAAP11	
 ...
JUMPING IN HEAD FIRST…

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
HOW IT WORKS

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
ON SOCIAL MEDIA PEOPLE…

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
THE WAY WE COMMUNICATE
15	
  YEARS	
  AGO	
  

10	
  YEARS	
  AGO	
  

TODAY	
  

WORD-­‐OF-­‐MOUTH	
  
mike@hun3ng-­‐cool...
WORD-OF-MOUTH
WORD - OF - MOUTH
“…”	
  

“…”	
  

“What Social Media does is this: It takes your
basic word-of-moth proces...
RELATIONSHIP-BASED
RELATIONSHIP	
  
TRUST	
  
RELEVANCE	
  

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
BECAUSE THEY WANT TO
YOUNG PEOPLE will not spread your
message for you because YOU TELL
THEM TO, but because they WANT to....
UNDERSTAND YOUR AUDIENCE

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
EXERCISE 1 - STRATEGY
*ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)*

ORGANIZATION:*YOUTH*LEAD

mike@hu...
USING SOCIAL MEDIA TO MOBILIZE
YOUNG PEOPLE IN THE HIV RESPONSE

1.3 DEVELOPING A
SOCIAL MEDIA
CAMPAIGN
HUEY	
  NHAN-­‐O’R...
Process

Organisa3on/campaigns	
  goals	
  
Targets	
  

huey.nhan@gmail.com	
  

Tac3cs	
  

Tac3cs	
  

Tac3cs	
  

Tac3...
Process

Organisa3on/campaigns	
  goals	
  

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Process

Organisa3on/campaigns	
  goals	
  
Targets	
  

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Process

Organisa3on/campaigns	
  goals	
  
Targets	
  
Strategy	
  

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
 ...
Process

Organisa3on/campaigns	
  goals	
  
Targets	
  

huey.nhan@gmail.com	
  

Tac3cs	
  

Tac3cs	
  

Tac3cs	
  

Tac3...
Where does social media
come in?

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Process

Goals

huey.nhan@gmail.com	
  

	
  

Social	
  media

	
  

linkedin.com/in/hueynhan	
  
Process

Targets

	
  

huey.nhan@gmail.com	
  

Social	
  media

	
  

linkedin.com/in/hueynhan	
  
Process

Social	
  media

	
  

huey.nhan@gmail.com	
  

Tac3cs	
  

Tac3cs	
  

Tac3cs	
  

Tac3cs	
  

Tac3cs	
  

Tac3c...
Launch	
  a	
  	
  
Tumblr	
  blog	
  
Email	
  
campaign	
  

Celebrity	
  
videos	
  

Twi8er	
  
campaign	
  

YouTube	...
huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Case study: Adam’s Love

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
About Adam’s Love

•  Thai Red Cross AIDS Research
Centre
•  Adopt safer sexual practises
•  Get tested regularly for HIV
...
Adamslove.org

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Adam’s Love process

Goals:	
  Increase	
  HIV	
  tes3ng	
  among	
  young	
  MSM	
  

huey.nhan@gmail.com	
  

linkedin.c...
Adam’s Love process

Goals:	
  Increase	
  HIV	
  tes3ng	
  among	
  young	
  MSM	
  
Target:	
  Enrol	
  X	
  number	
  o...
Adam’s Love process

Goals:	
  Increase	
  HIV	
  tes3ng	
  among	
  young	
  MSM	
  
Target:	
  Enrol	
  X	
  number	
  o...
Adam’s Love process

Goals:	
  Increase	
  HIV	
  tes3ng	
  among	
  young	
  MSM	
  
Target:	
  Enrol	
  X	
  number	
  o...
Worksheet template

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Launch	
  a	
  	
  
Tumblr	
  blog	
  
Email	
  
campaign	
  

Celebrity	
  
videos	
  

Twi8er	
  
campaign	
  

YouTube	...
USING SOCIAL MEDIA TO MOBILIZE
YOUNG PEOPLE IN THE HIV RESPONSE

2 DEVELOPING YOUR
SOCIAL MEDIA
STRATEGY
CHRISTIAN	
  BOWM...
Windows	
  Phone	
  “Really”	
  commercial	
  
h8p://www.youtube.com/watch?v=55kOphD64r8	
  
megabowman@gmail.com	
  

lin...
“Help people do what they already want to do.”
- BJ Fogg, Stanford University

megabowman@gmail.com	
  

linkedin.com/in/c...
This	
  Presenta3on	
  
• 	
  Developing	
  an	
  approach	
  	
  
• 	
  Iden3fying	
  ways	
  to	
  influence	
  and	
  mo...
The	
  Fundamental	
  Approach	
  

Audit	
  

Discover	
  

Priori3se	
  

Implementa3on	
  

Op3misa3on	
  

• 	
  Where...
Understanding	
  Your	
  Audience	
  
INFLUENCE	
  requires	
  lateral	
  engagement	
  via	
  	
  
WORD-­‐OF-­‐MOUTH	
  	...
Segmen3ng	
  Your	
  Audience	
  

A

MACRO
(GENERIC)	
  

NATIONAL/	
  REGIONAL	
  LEVEL	
  
DEMOGRAPHIC	
  
PSYCHOGRAPHI...
Understanding	
  Your	
  Audience	
  

Socialbakers.com	
  
megabowman@gmail.com	
  

linkedin.com/in/chris3anbowman	
  
Understanding	
  Your	
  Audience	
  

Socialbakers.com	
  
megabowman@gmail.com	
  

linkedin.com/in/chris3anbowman	
  
Understanding	
  Your	
  Audience	
  

simplymeasured.com/free-­‐social-­‐media-­‐tools	
  	
  
megabowman@gmail.com	
  

...
Understanding	
  Your	
  Audience	
  

simplymeasured.com/free-­‐social-­‐media-­‐tools	
  	
  
megabowman@gmail.com	
  

...
Segmen3ng	
  Your	
  Audience	
  
PSYCHOGRAPHIC	
  

DEMOGRAPHIC	
  

GEOGRAPHIC	
  

ETHNICITY	
  &	
  
GENDER	
  

INTER...
Iden3fying	
  Influencers	
  Online	
  
Young	
  Female	
  

Teacher	
  

Reference	
  Site	
  

Young	
  Male	
  

Parent	...
Are we sending the right
message at the right time,
to the right audience?

megabowman@gmail.com	
  

linkedin.com/in/chri...
Sales	
  &	
  Viral	
  Content	
  Examples	
  
• 	
  AIDA	
  =	
  ATTENTION,	
  INTEREST,	
  DESIRE	
  ACTION	
  eg.	
  
N...
Asics	
  New	
  York	
  Marathon	
  Example	
  
	
  (Private	
  Sector	
  Social	
  Media	
  Campaign)	
  
h8p://www.youtu...
The Power of Personalisation

Level 3
Every individual is
treated uniquely

Level 2
Level 1
Every person is treated
the sa...
The	
  Power	
  of	
  Digital	
  Communica3on	
  
•  We can continue to communicate even when we
are asleep and regardless...
Selng	
  Objec3ves	
  and	
  Targets	
  
*ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)*

ORGANIZATION:(...
How	
  to	
  Priori3se	
  –	
  Impact	
  Vs	
  Ease	
  
Activity'Effectiveness'-'Impact/Ease
Impact

Ease

Impact

1 Pride...
How	
  to	
  Priori3se	
  –	
  Impact	
  Vs	
  Ease	
  

Activity'Effectiveness'-'Impact/Ease
Impact

Ease

1 Pride&parade...
Aligning	
  Tac3cs	
  With	
  Strategy	
  &	
  Goals	
  
*ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)*...
“You can’t manage what you can’t measure.”
- Peter Drucker, Management Guru

megabowman@gmail.com	
  

linkedin.com/in/chr...
• 	
  Ask	
  the	
  right	
  ques3ons	
  and	
  get	
  the	
  right	
  
answers.	
  (Get	
  advice	
  if	
  you	
  don’t	
...
Presenta3on	
  ‘Take-­‐Aways’	
  
• 	
  Develop	
  an	
  approach	
  	
  
• 	
  Segment	
  your	
  audience	
  
• 	
  U3li...
More	
  informa3on	
  
• 	
  Socialbakers.com	
  –	
  Social	
  Media	
  Tools	
  &	
  Reports	
  
• 	
  Simplymeasured.co...
3.1 OPTIMIZING
TACTICS FOR PAID
MEDIA
HUEY	
  NHAN-­‐O’REILLY	
  
UNAIDS	
  	
  
ASIA	
  AND	
  THE	
  PACIFIC	
  

linked...
Let’s recap

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Recap

Mobilizing young people
means to influence them to
take a certain action or
assume a specific behavior.
huey.nhan@gma...
Recap

Social media can create
influence at a scale that
traditional media cannot –
through word-of-mouth
huey.nhan@gmail.c...
Recap

Must ensure that your
message is relevant to your
audience and that they will
trust it. To do this, you need
to und...
Recap

Understanding the audience
will inform your strategy and
tactics and ensure they are
relevant.
huey.nhan@gmail.com	...
A lot of organisations
think social media is free

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Paid media

It’s really hard to create an
impact
or move things along quickly
without spending any money

huey.nhan@gmail....
Paid media
Owned media
Earned media

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Types of paid media

1.  Advertising
2.  Promotions

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Advertising

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Advertising

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Promotions

1. 
2. 
3. 
4. 

Quizzes
Contests
Sweepstakes
Perks

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Quizzes

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Contests

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Sweepstakes

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Facebook timeline promotion

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Perks

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
What’s your Klout score?

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Klout for Good

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
Paid media vs Earned
media

huey.nhan@gmail.com	
  

linkedin.com/in/hueynhan	
  
USING SOCIAL MEDIA TO MOBILIZE
YOUNG PEOPLE IN THE HIV RESPONSE

3.2 DESIGNING
CONTENT FOR EARNED
MEDIA (VIRAL)
MIKE	
  NE...
CREATING CONTENT

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
CONTENT CAN SPREAD

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
AMPLIFICATION
YOUR	
  AUDIENCE	
  

PARTNER	
  
ORGANIZATIONS’	
  
AUDIENCE:	
  

mike@hun3ng-­‐cool.com	
  

linkedin.com...
MAKING THINGS “VIRAL”

1500	
  

!	
  Success	
  !	
  

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
GOING VIRAL

REASON	
  

☑	
  

NEVER	
  ASSUME	
  that	
  people	
  will	
  care	
  about	
  an	
  issue	
  	
  just	
  b...
SOCIAL CURRENCY

h8p://artoshetrench.com/	
  
	
  
mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
TRIGGERS - CASE

h8ps://www.youtube.com/watch?v=kfVsfOSbJY0	
  
	
  
mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/...
TRIGGERS - CASE

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
STORY AND EMOTIONS HELP
STORY & EMOTIONS HELP

!
!
!

STRUCTURE	
  and	
  SORT	
  
	
  
	
  
	
  
UNDERSTAND	
  
	
  
	
  ...
STORY AND EMOTIONS

“TIME AND TIME, when faced with the task to persuade a group of
managers or front-line staff in a larg...
STORY AND EMOTIONS

D

T
F
A
R

h8p://youtu.be/rS4Lb-­‐ie4Lc	
  
mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
STORY AND EMOTIONS

h8p://youtu.be/1lh68QS6Pq4	
  

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
STORY AND EMOTIONS

D

T
F
A
R

2.05	
  (the	
  world’s	
  100	
  top	
  global	
  brands	
  have	
  an	
  average	
  ampl...
PUBLICLY ACCESSIBLE
KEEP	
  IT	
  <	
  90	
  CHARACTERS	
  

ADD	
  A	
  LINK	
  TO	
  POINT	
  USERS	
  TO	
  CONTENT	
  ...
CALL TO ACTION

AVENUE FOR ACTION	
  

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
FREE FOR EVERYONE WHO SIGNED IN…

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
WHAT WE HAVEN’T COVERED

TO-­‐DO	
  

TO-­‐DO	
  

TO-­‐DO	
  

ADVERTISING	
  
	
  
	
  
	
  
ANALYTICAL	
  TOOLS	
  
	
 ...
THANK YOU !

TO-­‐DO	
  

THANK	
  
YOU	
  !	
  

TO-­‐DO	
  

mike@hun3ng-­‐cool.com	
  

linkedin.com/in/mnedelko/	
  
FOR SUPPLEMENTRY MATERIALS AND
CONTACT INFORMATION PLEASE VISIT:
TO-­‐DO	
  

h8p://hun3ng-­‐cool.com/2013/12/02/social-­‐...
Using Social Media to Mobilize Young People in the HIV Response
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Using Social Media to Mobilize Young People in the HIV Response

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Social Media success doesn’t happen by accident. It is engineered.

In this Skills Building Session, “Using Social Media to mobilize young people in the HIV response: Inter-sectoral perspectives, Case-Studies and How-To’s” Youth LEAD combings its understanding of youth advocacy with the technical expertise of 3 Social Media experts to present participants with a step-by-step framework that directs organizations towards shaping their Social Media initiatives towards success.

The session will utilize solid research results, case-study examples and exercises to guide participants through a common-sense approach towards tying Social Media to their organizational objectives, shaping corresponding strategies and implementation to maximize their impact. The course was intentionally designed for organizations operating in a resource-scarce environment and will provide participants with a take-home-toolkit including videos, work-sheets and other resources to implement the framework in their host organizations.

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Using Social Media to Mobilize Young People in the HIV Response

  1. 1. ICAAP 11 USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE IN THE HIV RESPONSE HUEY  NHAN-­‐O’REILLY   UNAIDS     ASIA  AND  THE  PACIFIC   linkedin.com/in/hueynhan   MIKE  NEDELKO   CHRISTAIN  BOWMAN   linkedin.com/in/mnedelko/    linkedin.com/in/chris3anbowman   DIGITAL  PROJECT  &     SOCIAL  MEDIA  CONSULTANT   DIGITAL  PROJECT  EXPERT   &  CDO  AT  RSPCA  
  2. 2. 1.2 THE POTENTIAL OF SOCIAL MEDIA HUEY  NHAN-­‐O’REILLY   UNAIDS     ASIA  AND  THE  PACIFIC   linkedin.com/in/hueynhan  
  3. 3. huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  4. 4. Question 1 There are over 200 social networks listed on Wikipedia alone Is this true? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  5. 5. Social media is disaggregated huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  6. 6. Ask yourself… Who uses these platforms? Why do they use them? What do they share on them? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  7. 7. Instagram huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  8. 8. Question 2 When young people are asked to liken their use of social media sites to inanimate objects, they liken Facebook to an address book Is this true? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  9. 9. Facebook Facebook is a mirror huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  10. 10. Facebook “Facebook is a place where young people write and share themselves into being.” Mark Zuckerberg, CEO and Founder of Facebook huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  11. 11. Facebook “Young people are doing things on Facebook. They are dancing in front of digital mirrors. They are patting their friends on their digital backs. They are increasing the strength of their relationships through sharing. They are consuming and producing cultural artifacts that position them within society. They are laughing, exploring and being entertained.” Danah Boyd, Principal Researcher at Microsoft Research huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  12. 12. Question 3 When writing a tweet, the maximum number of characters you can use – including spaces – is 140 Is this true? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  13. 13. What do we use Twitter for? Tweets are 140 ch micromessages Twitter is the megaphone Sharing life in real time huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  14. 14. New news on Twitter huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  15. 15. Old news on Twitter huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  16. 16. Twitter in plain English h8p://www.youtube.com/watch? v=RgjO7dECmLE&feature=youtu.be   huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  17. 17. Twitter Twitter is so physically limited when compared to Facebook. So, why do people use it? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  18. 18. Facebook Deeper engagement Express themselves and their values I think this too huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  19. 19. Twitter vs Facebook Brand     Ambassadors  for   your  organizaJon   huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  20. 20. Twitter vs Facebook Brand     Ambassadors  for   your  organisaJon   huey.nhan@gmail.com   InformaJon   propagators  for     your  organisaJon   linkedin.com/in/hueynhan  
  21. 21. Question 4 On Twitter, people tweet about their daily life activities more than anything else Is this true? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  22. 22. Celebrity tweeters huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  23. 23. Question 5 The most popular activity on Facebook is sharing links to articles, videos and websites Is this true? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  24. 24. Facebook photos huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  25. 25. Facebook photos “For this generation of young people, seeing is not metaphorically believing, seeing and believing are the same thing. We need the first to feel complete in the latter”   Susan Sonntag, writer huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  26. 26. Or as we from the internet say… huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  27. 27. Growth of the visual networks huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  28. 28. Question 6 Asia-Pacific has more Facebook users than the Americas Is this true? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  29. 29. Asia-Pacific wins huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  30. 30. Question 7 Facebook shares, retweets & TV/magazine interviews are all examples of earned media Is this true? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  31. 31. Types of media Paid   Print,  television,  radio,   magazines,  cinema,     outdoor,  banners,     direct  mail,  search…   huey.nhan@gmail.com   Owned   Brochure,  company  website,   mobile  apps  etc.   Earned   Facebook  shares,  retweets,   Youtube,  Instagram,     PR  coverage,  forums     linkedin.com/in/hueynhan  
  32. 32. huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  33. 33. USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE IN THE HIV RESPONSE 1.2 THE WORKSHOP MIKE  NEDELKO   DIGITAL  PROJECT  &     SOCIAL  MEDIA  CONSULTANT   linkedin.com/in/mnedelko/   @hun3ng_cool  @mike_nedelko  
  34. 34. UNCERTAINTY mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  35. 35. THE STRUCTURE STRATEGY  to  3e  your  Social  Media  to  our  organiza3onal  goals.       UNDERSTAND  YOUR  AUDIENCE  in  a  Social  Media  World       TACTICS  that  will  maximize  your  impact  with  the  right  crowd.       CAMPAIGN  DESIGN  that  will  make  people  WANT  to  share     your  messages  for  you.   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  36. 36. 1.3 MOBILIZING YOUNG PEOPLE mike@hun3ng-­‐cool.com   @hun3ng_cool  @mike_nedelko  #ICAAP11  
  37. 37. WE ARE GETTING mike@hun3ng-­‐cool.com   SERIOUS ! linkedin.com/in/mnedelko/  
  38. 38. WHAT WE ARE DOING TODAY SOCIAL   MOVEMENT   THEORY   “The  process  of  MOBILIZING  people  through     ideas  and  meaning.”   SOCIAL   MEDIA   MARKETING   “The  prac3ce  of  INFLUENCING     people  through  WORD-­‐OF-­‐MOUTH  online.”   “MOBILIZING  YOUNG  PEOPLE  THROUGH  SOCIAL  MEDIA”   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  39. 39. NOT A NEW CONCEPT “Social movements rely on a shared understanding of some problematic condition or situation people definelabel in “Help individuals locate, perceive, identify and as issues within their own The movement makes need of change. life space. This helps them to render events or occurrences meaningful and thereby attributions regarding who or what is to function to organize and guide action”.   blame, articulate an alternative set of arrangements, and urge others to act in concert to affect change.” - Goffman SOURCE:   h8p://hij.sagepub.com/content/12/2/120.abstract    
  40. 40. THE PROCESS OF MOBILIZING ! ! ! CONDENSE   mike@hun3ng-­‐cool.com   ACTION FRAMEWORK   SPREAD   linkedin.com/in/mnedelko/  
  41. 41. THE APPROACH INFORMATION   YOUNG  PEOPLE   RELEVANCE   INFLUENCE   ORGANIZATION   SHARE   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  42. 42. 1.4 INFLUENCING YOUNG PEOPLE THROUGH SOCIAL MEDIA mike@hun3ng-­‐cool.com   @hun3ng_cool  @mike_nedelko  #ICAAP11  
  43. 43. JUMPING IN HEAD FIRST… mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  44. 44. HOW IT WORKS mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  45. 45. ON SOCIAL MEDIA PEOPLE… mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  46. 46. THE WAY WE COMMUNICATE 15  YEARS  AGO   10  YEARS  AGO   TODAY   WORD-­‐OF-­‐MOUTH   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  47. 47. WORD-OF-MOUTH WORD - OF - MOUTH “…”   “…”   “What Social Media does is this: It takes your basic word-of-moth process and multiplies both: its velocity and its reach.” mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  48. 48. RELATIONSHIP-BASED RELATIONSHIP   TRUST   RELEVANCE   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  49. 49. BECAUSE THEY WANT TO YOUNG PEOPLE will not spread your message for you because YOU TELL THEM TO, but because they WANT to. The days of pushing out messages in the hope that ‘someone’ will click on it are gone.   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  50. 50. UNDERSTAND YOUR AUDIENCE mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  51. 51. EXERCISE 1 - STRATEGY *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:*YOUTH*LEAD mike@hun3ng-­‐cool.com   TARGET: ..*STOP*.. STRATEGY: TACTIC*1: TACTIC*2: TACTIC*3: PLEASE*COMPLETE*WORKSHEET*2*BEFORE*YOU* PROCEED*TO*STRATEGIES SOCIAL*MEDIA*OBJECTIVES ORGANIZATIONAL*GOALS linkedin.com/in/mnedelko/  
  52. 52. USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE IN THE HIV RESPONSE 1.3 DEVELOPING A SOCIAL MEDIA CAMPAIGN HUEY  NHAN-­‐O’REILLY   UNAIDS     ASIA  AND  THE  PACIFIC     linkedin.com/in/hueynhan  
  53. 53. Process Organisa3on/campaigns  goals   Targets   huey.nhan@gmail.com   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Strategy   linkedin.com/in/hueynhan  
  54. 54. Process Organisa3on/campaigns  goals   huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  55. 55. Process Organisa3on/campaigns  goals   Targets   huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  56. 56. Process Organisa3on/campaigns  goals   Targets   Strategy   huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  57. 57. Process Organisa3on/campaigns  goals   Targets   huey.nhan@gmail.com   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Strategy   linkedin.com/in/hueynhan  
  58. 58. Where does social media come in? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  59. 59. Process Goals huey.nhan@gmail.com     Social  media   linkedin.com/in/hueynhan  
  60. 60. Process Targets   huey.nhan@gmail.com   Social  media   linkedin.com/in/hueynhan  
  61. 61. Process Social  media   huey.nhan@gmail.com   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Tac3cs   Strategy   linkedin.com/in/hueynhan  
  62. 62. Launch  a     Tumblr  blog   Email   campaign   Celebrity   videos   Twi8er   campaign   YouTube   channel   Host  a  Hangout   huey.nhan@gmail.com   Membership   program   Flash  mobs   SM  tac3cs   Giveaway   Blogger     outreach   Refer  a   friend   Grindr     partnership   Facebook     compe33on   Music  video   Behind  the   Scenes  videos   Influencer   campaign   UGC   Website   Live  chat   linkedin.com/in/hueynhan  
  63. 63. huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  64. 64. Case study: Adam’s Love huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  65. 65. About Adam’s Love •  Thai Red Cross AIDS Research Centre •  Adopt safer sexual practises •  Get tested regularly for HIV •  Education and entertainment •  Thai celebrities & fashion photography •  Membership club program •  Over 80 expert advice videos •  Integrated social media & web message boards •  Anonymous Clinic huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  66. 66. Adamslove.org huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  67. 67. Adam’s Love process Goals:  Increase  HIV  tes3ng  among  young  MSM   huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  68. 68. Adam’s Love process Goals:  Increase  HIV  tes3ng  among  young  MSM   Target:  Enrol  X  number  of  MSM  in  quarterly  tes3ng  program   huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  69. 69. Adam’s Love process Goals:  Increase  HIV  tes3ng  among  young  MSM   Target:  Enrol  X  number  of  MSM  in  quarterly  tes3ng  program   Strategy:  Online  edutainment   huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  70. 70. Adam’s Love process Goals:  Increase  HIV  tes3ng  among  young  MSM   Target:  Enrol  X  number  of  MSM  in  quarterly  tes3ng  program   huey.nhan@gmail.com   Hotline   Web   board   Videos   Club   program   Celebs   Social   media   Site   Strategy:  Online  edutainment   linkedin.com/in/hueynhan  
  71. 71. Worksheet template huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  72. 72. Launch  a     Tumblr  blog   Email   campaign   Celebrity   videos   Twi8er   campaign   YouTube   channel   Host  a  Hangout   huey.nhan@gmail.com   Membership   program   Flash  mobs   SM  tac3cs   Giveaway   Blogger     outreach   Refer  a   friend   Grindr     partnership   Facebook     compe33on   Music  video   Behind  the   Scenes  videos   Influencer   campaign   UGC   Website   Live  chat   linkedin.com/in/hueynhan  
  73. 73. USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE IN THE HIV RESPONSE 2 DEVELOPING YOUR SOCIAL MEDIA STRATEGY CHRISTIAN  BOWMAN   DIGITAL  PROJECT  EXPERT   &  CDO  AT  RSPCA     linkedin.com/in/chris3anbowman   @megabowman  #icaap11  
  74. 74. Windows  Phone  “Really”  commercial   h8p://www.youtube.com/watch?v=55kOphD64r8   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  75. 75. “Help people do what they already want to do.” - BJ Fogg, Stanford University megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  76. 76. This  Presenta3on   •   Developing  an  approach     •   Iden3fying  ways  to  influence  and  mobilise   •   Understanding  your  audience   •   The  power  of  personalisa3on   •   Selng  objec3ves  and  targets   •   Priori3sing  social  media  ac3vi3es   •   Monitoring  &  Evalua3on   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  77. 77. The  Fundamental  Approach   Audit   Discover   Priori3se   Implementa3on   Op3misa3on   •   Where  are  we  at  with  Social  Media?   •   Who  contributes  to  mobilisa3on  online?   •   What  are  our  communica3on  op3ons?   •   What  order  should  do  things?   •   Are  we  mee3ng  our  objec3ves  and  targets?   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  78. 78. Understanding  Your  Audience   INFLUENCE  requires  lateral  engagement  via     WORD-­‐OF-­‐MOUTH       WORD-­‐OF-­‐MOUTH  requires  TRUST  &  RELEVANCE   TRUST  &  RELEVANCE  requires  UNDERSTANDING  your  audience   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  79. 79. Segmen3ng  Your  Audience   A MACRO (GENERIC)   NATIONAL/  REGIONAL  LEVEL   DEMOGRAPHIC   PSYCHOGRAPHIC   COMMUNITY   C MICRO (SPECIFIC)   megabowman@gmail.com    SITUATIONAL   INDIVIDUAL   linkedin.com/in/chris3anbowman  
  80. 80. Understanding  Your  Audience   Socialbakers.com   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  81. 81. Understanding  Your  Audience   Socialbakers.com   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  82. 82. Understanding  Your  Audience   simplymeasured.com/free-­‐social-­‐media-­‐tools     megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  83. 83. Understanding  Your  Audience   simplymeasured.com/free-­‐social-­‐media-­‐tools     megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  84. 84. Segmen3ng  Your  Audience   PSYCHOGRAPHIC   DEMOGRAPHIC   GEOGRAPHIC   ETHNICITY  &   GENDER   INTERESTS   ATTITUDES   GROUP  1   INCOME   21   18   YEARS   -­‐   15   BEHAVIORS   +   GROUP  2   EDUCATION   GROUP  3   AGE   ?   megabowman@gmail.com   YEARS   YEARS   linkedin.com/in/chris3anbowman  
  85. 85. Iden3fying  Influencers  Online   Young  Female   Teacher   Reference  Site   Young  Male   Parent   Idol/TV  Show   Parent   Friend   Neighbour   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  86. 86. Are we sending the right message at the right time, to the right audience? megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  87. 87. Sales  &  Viral  Content  Examples   •   AIDA  =  ATTENTION,  INTEREST,  DESIRE  ACTION  eg.   Newspaper  headline   •   SUCCES  =  Simple,  Unexpected,  Concrete,  Credible,   Emo3onal,  Story  telling  eg.  Goji  Berry   •   Conversion  Methods:  Social  proof,  Scarcity,     Future  pacing,  “Drop  their  guard’,  Mental  shortcuts     If  the  private  sector  can  convert  people  to  sales,   NGOs  can  ‘convert’  people  to  take  ac3on.   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  88. 88. Asics  New  York  Marathon  Example    (Private  Sector  Social  Media  Campaign)   h8p://www.youtube.com/watch?v=SnrzClsOlyU   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  89. 89. The Power of Personalisation Level 3 Every individual is treated uniquely Level 2 Level 1 Every person is treated the same Blast Basic personalisation megabowman@gmail.com   Audience are broken into groups Basic personalisation Timed blasts Segmentation Dynamic content Advanced Personalisation Dynamic Segmentation Dynamic content Event triggers Lifecycle campaigns Nurture Programs linkedin.com/in/chris3anbowman  
  90. 90. The  Power  of  Digital  Communica3on   •  We can continue to communicate even when we are asleep and regardless of time zone •  If set up properly, we can measure effectiveness to almost any detail •  We can trigger communication on any data •  We can update content mid-campaign to improve response rate •  Ultimately we will be providing a more relevance to our constituents megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  91. 91. Selng  Objec3ves  and  Targets   *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:(YOUTH(LEAD TARGET: SOCIAL*MEDIA*OBJECTIVES Increase(young(people’s(visibility(and( Ensure(meaningful(participation( participation(at(this(year’s(World(AIDS( of(200(young(people. Day(Celebration(in(Bangkok. megabowman@gmail.com   ..*STOP*.. STRATEGY: PLEASE*ANALYZE*YOUR*AUDIENCE*BEFORE*YOU* DETERMINE*YOUR*STRATEGY ORGANIZATIONAL*GOALS TACTIC*1: TACTIC*2: TACTIC*3: Pride(march(and( party(at(Siam( Paragon linkedin.com/in/chris3anbowman  
  92. 92. How  to  Priori3se  –  Impact  Vs  Ease   Activity'Effectiveness'-'Impact/Ease Impact Ease Impact 1 Pride&parade)and)party)at)Siam)Paragon 2 Publish)promotional)sticker)on)LINE 8 10 7 9 3 Facebook/)Instagram)photo)competition 5 8 4 Video)campaign)about)gender)mainstreaming 9 10 8 7 4 6 10 7 6 5 4 3 2 1 0 1 5 6 7 8 9 10 Celebrity)Video)advertisement Record)a)Gay&Rights)anthem Hold)in&school)workshops Online)petition)to)lobby)policy)change Young)MSM)&)art)exhibition )"Gaytorade")–)a)theatre)play)about)discrimination,)rights)and)empowerment 2 3 4 5 6 7 8 9 10 Ease megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  93. 93. How  to  Priori3se  –  Impact  Vs  Ease   Activity'Effectiveness'-'Impact/Ease Impact Ease 1 Pride&parade)and)party)at)Siam)Paragon 2 Publish)promotional)sticker)on)LINE 8 7 8 7 3 Facebook/)Instagram)photo)competition 5 9 8 4 Video)campaign)about)gender)mainstreaming 9 10 8 7 4 6 10 5 1 2 9 10 6 3 7 6 5 4 3 2 1 0 1 5 6 7 8 9 10 Celebrity)Video)advertisement Record)a)Gay&Rights)anthem Hold)in&school)workshops Online)petition)to)lobby)policy)change Young)MSM)&)art)exhibition )"Gaytorade")–)a)theatre)play)about)discrimination,)rights)and)empowerment Impact 10 5 10 4 9 6 1 2 7 9 3 8 2 3 4 5 6 7 8 9 10 Ease megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  94. 94. Aligning  Tac3cs  With  Strategy  &  Goals   *ALIGNING*SOCIAL*MEDIA*WITH*ORGANIZATIONAL*GOALS*.*(WORKSHEET*1)* ORGANIZATION:(YOUTH(LEAD TARGET: SOCIAL*MEDIA*OBJECTIVES Increase(young(people’s(visibility(and( Ensure(meaningful(participation( participation(at(this(year’s(World(AIDS( of(200(young(people. Day(Celebration(in(Bangkok. ..*STOP*.. STRATEGY: PLEASE*ANALYZE*YOUR*AUDIENCE*BEFORE*YOU* DETERMINE*YOUR*STRATEGY ORGANIZATIONAL*GOALS Pride(march(and( party(at(Siam( Paragon TACTIC*1: TACTIC*2: TACTIC*3: Approach(INFLUENCERS(and( BlogIpage(dedicated(to(the(event( Facebook(campaign(to( likeminded(FanIPages(to(promote( containing(registration(opportunity(&( promote(event event(to(their(networks. supplementry(content( TACTIC  1:  “Facebook  campaign  to  promote  event”     TACTIC  2:  “Approach  INFLUENCERS  and  likeminded  Fan-­‐Pages  to  promote  event  to   their  networks.”     TACTIC  3:  “Blog-­‐page  dedicated  to  the  event  containing  registraJon  opportunity  &   supplementary  content.”     megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  95. 95. “You can’t manage what you can’t measure.” - Peter Drucker, Management Guru megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  96. 96. •   Ask  the  right  ques3ons  and  get  the  right   answers.  (Get  advice  if  you  don’t  know)   •   Use  Grunig  model  to  understand  audience   from  regional  to  individual  levels   •   Use  tools  like  Socialbakers.com  and   Simplymeasured.com  for  free  reports   • Find  crea3ve  ways  to  measure.  Eg.  Coupons,   Unique  URLs,  Unique  phone  numbers  etc.   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  97. 97. Presenta3on  ‘Take-­‐Aways’   •   Develop  an  approach     •   Segment  your  audience   •   U3lise  free  online  tools   •   Personalise  to  match  your  audience  groups   •   Set  objec3ves  and  targets   •   Priori3se  social  media  ac3vi3es  (Impact/Ease)   •   Align  with  your  M&E  frameworks   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  98. 98. More  informa3on   •   Socialbakers.com  –  Social  Media  Tools  &  Reports   •   Simplymeasured.com  –  Social  Media  Analy3cs   •   Marketo.com  –  Free  whitepaper  reports   •   Made  to  SJck:  Why  Some  Ideas  Survive  and    Others   Die  by  Chip  &  Dan  Heath   •   Influence:  The  Psychology  of  Persuasion     by  Robert  B.  Cialdini   •   Tipping  Point  –  Malcolm  Gladwell   megabowman@gmail.com   linkedin.com/in/chris3anbowman  
  99. 99. 3.1 OPTIMIZING TACTICS FOR PAID MEDIA HUEY  NHAN-­‐O’REILLY   UNAIDS     ASIA  AND  THE  PACIFIC   linkedin.com/in/hueynhan  
  100. 100. Let’s recap huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  101. 101. Recap Mobilizing young people means to influence them to take a certain action or assume a specific behavior. huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  102. 102. Recap Social media can create influence at a scale that traditional media cannot – through word-of-mouth huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  103. 103. Recap Must ensure that your message is relevant to your audience and that they will trust it. To do this, you need to understand your audience. huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  104. 104. Recap Understanding the audience will inform your strategy and tactics and ensure they are relevant. huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  105. 105. A lot of organisations think social media is free huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  106. 106. Paid media It’s really hard to create an impact or move things along quickly without spending any money huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  107. 107. Paid media Owned media Earned media huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  108. 108. Types of paid media 1.  Advertising 2.  Promotions huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  109. 109. Advertising huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  110. 110. Advertising huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  111. 111. Promotions 1.  2.  3.  4.  Quizzes Contests Sweepstakes Perks huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  112. 112. Quizzes huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  113. 113. Contests huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  114. 114. Sweepstakes huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  115. 115. Facebook timeline promotion huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  116. 116. Perks huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  117. 117. What’s your Klout score? huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  118. 118. Klout for Good huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  119. 119. Paid media vs Earned media huey.nhan@gmail.com   linkedin.com/in/hueynhan  
  120. 120. USING SOCIAL MEDIA TO MOBILIZE YOUNG PEOPLE IN THE HIV RESPONSE 3.2 DESIGNING CONTENT FOR EARNED MEDIA (VIRAL) MIKE  NEDELKO   DIGITAL  PROJECT  &     SOCIAL  MEDIA  CONSULTANT   linkedin.com/in/mnedelko/   @hun3ng_cool  @mike_nedelko  
  121. 121. CREATING CONTENT mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  122. 122. CONTENT CAN SPREAD mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  123. 123. AMPLIFICATION YOUR  AUDIENCE   PARTNER   ORGANIZATIONS’   AUDIENCE:   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  124. 124. MAKING THINGS “VIRAL” 1500   !  Success  !   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  125. 125. GOING VIRAL REASON   ☑   NEVER  ASSUME  that  people  will  care  about  an  issue    just  because     you  think  it  it  important       GIVE  PEOPLE  A  REASON  to  WANT  TO  SHARE  the  message         FIND  THE  REMARKABILITY  IN  YOUR  MESSAGE   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  126. 126. SOCIAL CURRENCY h8p://artoshetrench.com/     mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  127. 127. TRIGGERS - CASE h8ps://www.youtube.com/watch?v=kfVsfOSbJY0     mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  128. 128. TRIGGERS - CASE mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  129. 129. STORY AND EMOTIONS HELP STORY & EMOTIONS HELP ! ! ! STRUCTURE  and  SORT         UNDERSTAND         RELATE   mike@hun3ng-­‐cool.com   OTHER MEDIA FORMATS VS   TOO  TECHNICAL         STRUCTURED  FOR  ACADEMIA         HARD  TO  ENGAGE  WITH   linkedin.com/in/mnedelko/  
  130. 130. STORY AND EMOTIONS “TIME AND TIME, when faced with the task to persuade a group of managers or front-line staff in a large organization to get enthusiastic about a major change or mobilize around a certain issue, storytelling was the only thing that worked.” – WORLD BANK, Steven Denning “STORIES ARE OUR UNIVERSAL STOREHOUSE OF KNOWLEDGE, BELIEFS, VALUES, ATTITUDES, PASSION, IMAGINATION AND VISION.” – Harvard Business School mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  131. 131. STORY AND EMOTIONS D T F A R h8p://youtu.be/rS4Lb-­‐ie4Lc   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  132. 132. STORY AND EMOTIONS h8p://youtu.be/1lh68QS6Pq4   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  133. 133. STORY AND EMOTIONS D T F A R 2.05  (the  world’s  100  top  global  brands  have  an  average  amplificaJon  rate  of  1).   The  top  100  brands  (excluding  CelebriJes  &  Entertainment)  had  an  average  AmplificaJon   RaJo  of  0.84  (Range:  0.06  to  2.87).   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  134. 134. PUBLICLY ACCESSIBLE KEEP  IT  <  90  CHARACTERS   ADD  A  LINK  TO  POINT  USERS  TO  CONTENT   INCLUDE  A  PICTURE   NEWS  YOU  CAN  USE  &  PRACTICAL  VALUE   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  135. 135. CALL TO ACTION AVENUE FOR ACTION   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  136. 136. FREE FOR EVERYONE WHO SIGNED IN… mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  137. 137. WHAT WE HAVEN’T COVERED TO-­‐DO   TO-­‐DO   TO-­‐DO   ADVERTISING         ANALYTICAL  TOOLS         POLICY  FRAMEWORKS   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  138. 138. THANK YOU ! TO-­‐DO   THANK   YOU  !   TO-­‐DO   mike@hun3ng-­‐cool.com   linkedin.com/in/mnedelko/  
  139. 139. FOR SUPPLEMENTRY MATERIALS AND CONTACT INFORMATION PLEASE VISIT: TO-­‐DO   h8p://hun3ng-­‐cool.com/2013/12/02/social-­‐media-­‐mobilise/   TO-­‐DO   PRESENTED  BY   HUEY  NHAN-­‐O’REILLY   UNAIDS     ASIA  AND  THE  PACIFIC   linkedin.com/in/hueynhan   MIKE  NEDELKO   CHRISTAIN  BOWMAN   linkedin.com/in/mnedelko/    linkedin.com/in/chris3anbowman   DIGITAL  PROJECT  &     SOCIAL  MEDIA  CONSULTANT   DIGITAL  PROJECT  EXPERT   &  CDO  AT  RSPCA  

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