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Towards an Action-Focused Agenda for Social Change Using Social Media


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This is an abridged version of my talk at the Social Media Club Victoria monthly talk (May 26th, 2009). I spoke about how I conceive the idea of social change via social media and where my action-focused agenda has taken me, including examples from Mental Health Camp. Also, this presentation shares my 4xN Method to Analyze and Design Social Media Campaigns.

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Towards an Action-Focused Agenda for Social Change Using Social Media

  1. 1. An Action-Focused Agenda for Social Change Using Social Media Dr. Raul Pacheco-Vega @raulpacheco @hummingbird604
  2. 2. Social, social, social... Social media... social marketing... social change What does it all mean?
  3. 3. At the intersection ... Public Policy Issues Social Media Social Marketing Social Change
  4. 4. The human nature and the need to relate <ul><li>At the intersection of social media, social change, social marketing and public policy issues, you will find 3 elements: </li></ul><ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Behaviour </li></ul></ul><ul><li>These elements are intrinsic to humans and our need to relate to each other... through NETWORKS </li></ul>
  5. 5. Social network of the New Testament 
  6. 6. So how is everything connected? Social change Public policy goals Social media Social mktg
  7. 7. Social marketing <ul><li>Using marketing tools and techniques to advance SOCIAL goals as the PRIMARY objective. </li></ul><ul><li>“ The design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research ” </li></ul><ul><ul><ul><ul><ul><li>Kotler (1971) “Social Marketing: An Approach to Planned Social Change” The Journal of Marketing, Vol. 35, pp. 3-12 </li></ul></ul></ul></ul></ul>
  8. 8. So, what is this thing you call... Social media? <ul><li>It is social </li></ul><ul><ul><li>Allows you/enables you to create multi-directional relationships. </li></ul></ul><ul><li>It is media </li></ul><ul><ul><li>Content generated is distributed via online (electronic) methods </li></ul></ul>Image at
  9. 9. Credit and source:
  10. 10. Social media is an enabling agent <ul><li>Finding information </li></ul><ul><li>Learning from other’s stories </li></ul><ul><li>Building trust and strengthening relationships </li></ul><ul><li>Sharing your story ( storytelling ) </li></ul>
  11. 11. Towards an action-focused agenda <ul><li>I tweet something – 2,400 people believe in what I am saying. Why? </li></ul><ul><li>Because I have built bi-directional relationships primarily based on trust and reciprocity . </li></ul><ul><li>So how can we take this insight and move towards an action-focused agenda? </li></ul>
  12. 12. Step 1: Create the relationships <ul><li>Building trust-worthy relationships through </li></ul><ul><ul><ul><li>Sharing information with others </li></ul></ul></ul><ul><ul><ul><li>Sharing information about myself </li></ul></ul></ul><ul><ul><ul><li>Discerning the value of what information I am sharing </li></ul></ul></ul><ul><ul><ul><li>Making my decision-making processes transparent </li></ul></ul></ul>
  13. 13. Step 2: Be strategic and long-term about goals, tactics and strategy <ul><li>Mental Health Camp </li></ul><ul><ul><li>Long-term goal </li></ul></ul><ul><ul><ul><li>Contribute to the de-stigmatization of mental illnesses </li></ul></ul></ul><ul><ul><ul><li>Help build healthy communities where mental illness is seen as one of many public health issues. </li></ul></ul></ul><ul><ul><li>Short-term goal </li></ul></ul><ul><ul><ul><li>Explore the concept of MHC </li></ul></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><ul><li>Build a strong, nurturing community around MHC </li></ul></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><ul><li>Exploring the intersection of social media and mental health </li></ul></ul></ul>
  14. 14. Step 3: Align your social media toolkit to the strategic objective <ul><li>A broad array of tools </li></ul><ul><ul><li>Twitter and blogging as a primary tool </li></ul></ul><ul><ul><li>Wiki-building as a secondary tool </li></ul></ul><ul><ul><li>Facebook as tertiary tool </li></ul></ul><ul><ul><li>We did not think exploring YouTube and Flickr would take us anywhere </li></ul></ul>
  15. 15. Step 4: Monitor behavioural change <ul><li>This is the most challenging step of them all. </li></ul><ul><li>Determine the metrics of change </li></ul><ul><ul><li>Several participants signed up for Twitter AT the MHC. </li></ul></ul><ul><ul><li>Personalized guidance. Trust-building, nurturing, camaraderie. </li></ul></ul><ul><ul><li>One participant spoke spontaneously at the Camp. </li></ul></ul>
  16. 16. The most important element of all (TAKE ACTION) <ul><li>Air took action (the organizer of Coping Digitally) </li></ul><ul><li>The participants of the panel took action and told their story at Northern Voice '09. </li></ul><ul><li>We (Isabella and I) took action. We took it upon ourselves to create a Mental Health Camp within 2 months of Coping Digitally. We succeeded . </li></ul>
  17. 17. The 4xN Grid Method to analyze, design and implement social media campaigns
  18. 18. Source: Pacheco-Vega (2009) Target audience & demographics Issue selection & galvanization mechanism Platform selection & deployment Life-cycle & stabilization DeSmogBlog Mainstream media & PR folks Global warming Blogs Short-medium term Earth Hour Canada General public Energy conservation Twitter and Facebook Short-term Vote for Average Canadian voters (>18 yrs old) Environment as an outcome of political decisions Twitter/blog & Facebook Very short term Save the Great Bear Forest Average Canadian folk Biodiversity conservation Flickr/Facebook/Twitter Medium term Mental Health Camp General public, mental health practitioners Mental illness, stigma Twitter/blog –Facebook Long term
  19. 19. In closing <ul><li>An action-based agenda for social change through social media requires: </li></ul><ul><ul><li>A strong understanding of the issue ( Information ) </li></ul></ul><ul><ul><li>Deep and strong interconnectedness ( Relationships ) </li></ul></ul><ul><ul><li>A clear vision of what change needs to be effected </li></ul></ul><ul><li>( Behaviour ) </li></ul><ul><ul><li>Aligning social marketing and social media toolkits to public policy objectives. </li></ul></ul>
  20. 20. Thanks for listening! <ul><li>Raul Pacheco-Vega, PhD </li></ul><ul><ul><li>How to contact me: </li></ul></ul><ul><ul><ul><li>Via email </li></ul></ul></ul><ul><ul><ul><ul><li>[email_address] for social media matters </li></ul></ul></ul></ul><ul><ul><ul><ul><li>[email_address] for my enviro research </li></ul></ul></ul></ul><ul><ul><ul><li>Via contact form on my blogs </li></ul></ul></ul><ul><ul><ul><ul><li> social medial/personal </li></ul></ul></ul></ul><ul><ul><ul><ul><li> research </li></ul></ul></ul></ul><ul><ul><ul><li>Via Twitter </li></ul></ul></ul><ul><ul><ul><ul><li> social media </li></ul></ul></ul></ul><ul><ul><ul><ul><li> research </li></ul></ul></ul></ul>