Presentation slides from Andy Duran's Keynote on Effective Use of Social Media for Substance Use Prevention for the 2016 Drug Free America Foundation Summit. www.leadingefforts.org.

1. Effectiveuseof
socialmediain
substanceUSE
prevention
lead
Andy Duran
LEAD

3. You ain’t NEVER going
to find me on that
Interweb!”
- Grandma, 2006
“

6. … BUT IT’S NOT ENOUGH
JUST TO BE PRESENT!
YOU MIGHT BE ON THE
INTERNET…

7. “
Think Differently

8. BUTT

9. “
Think Differently
Take this
Personally!
YOU!

11. LET’S GET STARTED!MISSION
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
METRICS
Start Here
Not Here

12. 80% of
marketers
incorrectly begin
with tactics
instead of
mission.
- eMarketer Report

13. SOCIAL MEDIA LOGIC MODEL
Mission
Why are
we doing this?
Goal
Goal
Goal
What do we want
to accomplish? Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
How will we achieve our goals?
lead
copyright, 2015

14. SOCIAL MEDIA
IS
HUGE.

15. If Facebook
were a country,
it would be
the ____ most
populated
in the world

16. Only China
& India
are more
populated
If Facebook
were a country,
it would be
the third most
populated
in the world,
ahead of the
United States.

17. The number of minutes spent on Facebook each month.

18. 500 BILLION.The number of minutes spent on Facebook each month.
THAT’S ALMOST 5 TIMES
LAST YEAR’S NUMBER

19. 35 BILLION.
The amount of content shared each month on
Facebook
THAT’S
AMAZING!

20. 24
HOURS.The amount of video
uploaded to YouTube
every minute.

21. 4 BILLION.
The number of images hosted on Flickr.
That’s 13x more than the
Library of Congress.

22. z
That’s 13x more than the Library of Congress.
NINETY
FIVE.
The
percentage of
companies
using
LinkedIn to
find and
attract
employees
59% Use Facebook
42% Use Twitter

23. 1 in 5.
The number of marriages last year between
people who met through social media
THAT’S MORE THAN TWICE THE
NUMBER OF PEOPLE WHO MET
AT BARS, CLUBS, AND OTHER
SOCIAL EVENTS COMBINED.

24. 7 HOURS.
The time it took for LeBron
James to amass
his first 150,000 Twitter
followers.
It took Bill Gates 8 hours to
reach 100,000.

25. SOCIAL MEDIA
IMPACTS
OUR YOUNG PEOPLE & OUR
COMMUNITY.

26. At the President's urging and by his example, the entire Federal
Government has bounded into the world of social-networking.
Twenty-five agencies now have YouTube channels. The Library of
Congress has begun posting thousands of historical photos on
Flickr. In one week alone back in 2009, about thirty agencies,
including the White House, have joined Facebook.
- Time, May 2009
““
If you want a sense of where the world's media habits are
headed, it makes sense to watch what kids are doing."
Media in the Lives of 8-18 Year-Olds
Kaiser Family Foundation
January 2010
P.S.
MORE THAN HALF OF THE HUMAN RACE
IS UNDER THE AGE OF 30.
THEY’VE NEVER KNOWN LIFE WITHOUT
THE INTERNET.

27. 95%Percentage of American teens that use the Internet.
74%
Access on Mobile

28. 78%Percent of American teens that own a cell phone.
47%
Smartphones

29. Tablets & Smart Phones
0
12.5
25
37.5
50
Smart Phones Tablets
2013 2011
2013
2011 2013
2011
47% 23% 23% 11%

30. Fac
Growing Rapidly
Dominant but
Slowed
0
25
50
75
100
2011 2013
Twitter Instagram Facebook

31. IT’S SAFE TO SAY THAT THE
QUESTION IS NO LONGER
“DO WE NEED SOCIAL
MEDIA?”
IT’S...

32. HOW DOES IT INFLUENCE
THE WORLD?

33. “
“Social media is the vehicle by which men have finally
decided it's cool - and valuable - to open up, share,
make friends, share faith and have conversations.”
Diane Hessan, CEO, Communispace
http://communispace.com
WOMEN HAVE KNOWN THIS FOR EONS

34. “
Social media is the ongoing
conversation of the planet.

37. Roman Wax Tablet 21st Century Descendant

38. SOCIAL MEDIA
DONE
WELL!

39. http://www.youtube.com/watch?v=Gy1WNc4buPk

41. 221 MILLION.The number of views on BlendTec’s YouTube Channel.
Why Did this Stick?

42. THE KEY TO ALL SOCIAL MEDIA
Be Human!
Have Fun!
Be Real!
Be Interactive.
Have a good product.
Sell It!

43. THE KEY TO ALL SOCIAL MEDIA
We need to create
messages that
stick!

47. Take a negative story
insert yourself into it
CHANGE THE STORY
to make it your own

48. EVERYONE HAS A BRAND
Social media gives everyone their own unique universe

49. 3 x 3

50. #1
KNOW
WHO YOU ARE!

51. KnowWhoYOU Are!
The Virgin

52. KnowWhoYOU Are!
The Ultra

53. KnowWhoYOU Are!
The Dipper

54. KnowWhoYOU Are!
The Denier
I have
no signal!
HELP!

55. KnowWhoYOU Are!
The Lurker

56. “I guess I just use
it to creep on
people’s lives.”
- Anonymous

57. KnowWhoYOU Are!
The Lurker

58. The Peacock
KnowWhoYOU Are!

59. KnowWhoYOU Are!
The Ranter

60. KnowWhoYOU Are!
The Approval
Seeker

61. Don’t be afraid to let them know that you
don’t know what you’re doing.

62. But… that you’ll figure it out together.

63. #2
MAKE SOME
NOISE
AND TELL YOUR STORY

66. #GroceryInjustice

69. #GroceryJustice

70. Inspire a Shared Vision
We don’t believe 400,000 people in Chicago
should be living in a food desert.
Then… MOBILIZE!

71. Choices Matter

72. #3
HAVE A
GOOD PLAN

73. Know What to Share and What hasValue

75. Use the 80/20 Rule!

76. 20%
80%
The 80 / 20 Rule
Interesting Content
Related to Mission
Promotional
Content about
Your Brand

77. THAT’S WHY, IN GENERAL,WE WANT OUR
POST FORMULA TO CONSIST OF:
1. A custom-designed image
2. A brief text caption
3. A short URL to a landing page
88%
Photo
12%
No
Photo
Rarely do we ever publish a post without an image.
In the past 90 days, 88% of all posts we published
contained a photo. On average, these posts received
53% higher engagement.

78. Tips to Help
You
Not
Look
Like
A
Fool!

79. Know the Difference — Personal vs. Business
Business Page Benefits
Pages are Public
Install Apps and Tabs
Run Ads, Contests, Promotions
Insights and Analytics
Multiple Admins and Roles
PLUS - Facebook Says “No!”

80. Be Relevant!
AND ACCURATE.
AND MEMORABLE.

81. Unnamed Company

82. Use Insights
Know WHEN to post…

83. Don’t go MIA
#168

84. WTF?!
Not AllYour Fans will SeeYour Posts!

85. 80
Posts with 80 characters
or less receive 23% higher
engagement. Problem is
75% of all social media
posts have more than 80
characters
48%
The most effective calls to
action include like, caption
this, share, RT, yes/no, etc.
These receive 48% more
engagement.
7x
Posts that ask for shares
or RT’s have a share rate
of 7x higher than those
that don’t.
WIN
Posts that use the words
“winner” and “win” get a
68% higher engagement
rate.
+100%
Posts that have a question
at the end have a 2x
higher comment rate.

86. Create Solid
VISUAL Content
we

87. P
H
O
T
O
S
L
I
N
K
S

88. WHERE TO FIND OR CREATE
GREATVISUAL CONTENT

89. WHERE TO FIND OR CREATE
GREATVISUAL CONTENT
Compfight
Unsplash
New Old Stock
Royalty and Copyright Free Images
Piktochart Infographic Creation
Canva Create Graphics/Buttons Etc.

90. Use
#Trending
Topics

91. #TheDecision

92. Avoid Using
Angry or
Negative
Language

93. #twitter

94. My mom meant to say, “butt
dial” but instead she said,
“Grandma booty called me
today!” #MomQuotes
@ElizH20

95. My mom once said, “That was
funny, you should twerk about
it.” #MomQuotes
@rogue1971

96. My brothers and I asked my mom
who her favorite kid was. She
said, “I don’t have one. You all
equally annoy me!” #MomQuotes
@GToRAWReS

97. I heard my mom say, “I love you.”
I replied, “I love you too,” and she
said, “I’m sorry, I was talking to
the dog.” #MomQuotes
@CvonHake015

98. My dad always tells me, “Don’t
use your turn signal. It’s no
one else’s business where
you’re going.” #Dadvice
@Xyuppi

99. At the airport my dad said, “Put
one shoe in each suitcase so if
it gets stolen they can’t wear
your shoes.” #Dadvice
@BAlmeida98

100. My dad always said, “You better
go to church every Sunday. We
need somebody in this family to
go to Heaven.” #Dadvice
@Eric_Conga

101. “
LISTEN
CHANGE
ENGAGE
Know the Rules!

105. No Vegas hotel could be
worth this wait. Over an hour
to checkin at the Aria. #fail
Aria - Las Vegas

106. Sorry about your bad
experience. Hope the rest of
your stay in Vegas goes well.
Aria - Las Vegas

107. @TwinzTweet

108. FACEBOOK
How to Attract
People With

109. BuildYour Audience
#1
Make sure your
page is complete
with searchable
content
Overview
Link to Website
Hours, Location, Map, etc.

110. Invite Existing Contacts to LikeYour Page#2
Page Admin >>
More (…) >>
Invite Friends/Suggest Page
Let’s Go!

111. Integrate (Both Online and Offline)
#3

112. Consider Some Advertising

113. Image should have
a 1.91:1 ratio
(ideally 1200x627
px)
Link title is no
longer than 25
characters and
description is no
longer than 3
lines.
URL and “Sign Up”
button link to
landing page to
capture
registration
Copy is fewer than
90 characters so
that it will not
truncate anywhere
the ad is placed.
Let’s Take a Look!

114. $1,000,000
If you woke up tomorrow
with a
social media budget,
what would you do?

115. Strategy

116. Post Frequently

117. Create Content with Social Context in Mind

118. We don’t believe 400,000 people in Chicago
should be living in a #FoodDesert

119. Tag Other Pages in Your Posts

120. TAKEOVER
THURSDAY
#
#

121. April20-21,2016
SanDiego

122. EFFECTIVE USE OF
SOCIAL MEDIA IN
SUBSTANCE PREVENTION
ANDY DURAN
aduran@leadingefforts.org
LEAD & SPEAKUP!
http://www.leadingefforts.org
http://www.speakupcoalition.org
f: fb.me/leadingefforts
t: @LEADLFLB
www.leadingefforts.org/FLSummit
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