NEDA09: Social Media for Social Change

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Social Media for Social Change Connecting Activists & Raising Awareness Online Julie Neumann www.julieneumann.com NEDA C...

Social Media: Conversing with the community

Social Change: Creating a cultural movement Winners of the 2009 and 2008 NOW Love Your Body Campaign

<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 ...

Demographics: Internet users & social media <ul><li>Over 90% of 12-17 year olds are online 1 </li></ul><ul><li>68% of 18-...

<ul><li>Social media demographics 1 </li></ul><ul><ul><li>Facebook: Largest network with 150 million users, 700 million p...

<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...

<ul><li>Thousands of groups and pages dedicated to pro-ana on Facebook, MySpace and Twitter </li></ul><ul><li>12,500 “thin...

<ul><li>Perfect storm of powerful tech with teenage angst </li></ul><ul><li>Keys to success </li></ul><ul><ul><li>Early ad...

Defining social media <ul><li>We are building our cloud of knowledge together </li></ul><ul><li>Social media is a two-way ...

<ul><li>Quality over quantity </li></ul><ul><li>Remember your audience </li></ul><ul><li>Always be authentic </li></ul>Th...

<ul><li>Familiarize yourself with the social web </li></ul><ul><li>Decide what your social media objectives will be </li><...

<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 foll...

<ul><li>Do reach out to individuals </li></ul><ul><li>Don’t make it all about you </li></ul><ul><li>Establish your prese...

<ul><li>Do share valuable information </li></ul><ul><li>Do contribute original content </li></ul><ul><li>Don’t be a cop...

<ul><li>Do collaborate and evangelize </li></ul><ul><li>Don’t just sell a product or promote yourself </li></ul><ul><li>...

<ul><li>Do innovate and experiment </li></ul><ul><li>Don’t limit yourself </li></ul><ul><li>Do link it all together </l...

<ul><li>Custom API with social media promotion </li></ul><ul><ul><li>Experimentation </li></ul></ul><ul><ul><li>Innovation...

<ul><li>Launched in 2004, still going strong in 2009 </li></ul><ul><li>Dove Evolution viral film won Ad Grand Prix at 200...

<ul><li>344,170 MySpace friends </li></ul><ul><li>46,587 Facebook fans </li></ul><ul><li>41,171 Twitter followers </li></u...

<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 ...

The sky is the limit, join the cloud. NEDA Conference 2009 Social Media for Social Change Julie Neumann www.julieneumann....

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