#iprevent Chicago Slide Presentation

Effectiveuseofsocialmedia
insubstanceprevention
Andy Duran
LEAD

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

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

“
Think Differently
Take this
Personally!
YOU!

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

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

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

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

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.

The number of minutes spent on Facebook each month.

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

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

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

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

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

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.

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.

SOCIAL MEDIA 
IMPACTS
OUR YOUNG PEOPLE & OUR
COMMUNITY.

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.

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

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

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

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

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

HOW DOES IT INFLUENCE
THE WORLD?

“
“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

“
Social media is the ongoing
conversation of the planet.

Roman Wax Tablet 21st Century Descendant

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

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

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

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

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

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

BUT…
HOW DO WE 
ENGAGE
YOUTH?

Social
Social
Media
Network
First have an effective network with youth
#1

Perceptions
Attitudes
Perceptions and attitudes are different
today than they were yesterday
#2

Short term
Real
Impact
Change
Messages should be “preventative”
(i.e. lead to real change)
#3

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

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

KnowWhoYOU Are!
The Approval
Seeker

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

But… that you’ll ﬁgure it out together.

MAKE SOME
NOISE
AND TELL YOUR STORY

Casestudiesofeffective
campaigns

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

Legisla(ve Advocacy 
Illinois’ House Bill 1/Heroin Crisis Act

Beneﬁts
• Reach a large popula.on of people
quickly
• Educate cohort on a topic that
aﬀects them
• Inspire them to take ac.on (Call to
Ac.on)
• Ac.on taken contributes to overall
goal
• Opportunity to acquire new
followers, subscribers and
volunteers
The Role of Social Media in Advocacy

1. Start a petition
2. Sign/share petition
3. Reach new audiences
4. Engage with decision makers
5. Declare victory!
How It Works:
click here

Take “You Can’t Sit With Us” T-
Shirts Off the Racks

Preven(on Is
Harm reduc.on is a set of prac.cal strategies and
ideas aimed at reducing nega.ve consequences
associated with drug use.
A movement for social jus.ce built on a belief in, and
respect for, the rights of people who use drugs.
What is it?

Strategies
Incorporates safer use, managed use and abs.nence:
•Syringe Access
•Overdose Preven(on
•Training: s(gma reduc(on, leadership
development, cultural competency

Change is challenging for people
ShiLing from moral to science/health tac.cs
“Isn’t this enabling users to con.nue using?”
Communica(ng Controversial Subject MaIer:
Overdose Preven+on

Overdose Preven(on in Social Media

DrugEducation:WhatWorks?
WhatDoesn’t?
Kathie Kane-Willis
Illinois Consortium on Drug Policy

WHAT YOUTH WANT: 
 
ACONSUMER DRIVENAPPROACHTO DRUG EDUCATION
Illinois Consortium on Drug Policy
Kathleen Kane-Willis

What is a consumer driven approach?
• Consumers of a particular service needs are
included to ensure that the service delivery is a
workable model (e.g. participatory research model).
• We cannot assume to know the wants/needs
perceptions of those we serve without asking them.
• Shoes…..

Why ask youth?
•Youth are the consumers of drug
prevention activities.
•They are the recipient of these
programs.
•Youth should have a voice in the
creation of these programs

WHAT YOUTH DON’T
WANT 
IN DRUG EDUCATION

Youth Do Not Want Simplistic Messages, Props or 
“Just Say No”
I vaguely remember drug education in elementary school. It was
pretty much just saying how bad drugs were. It didn't include
any other information about what drugs did.
In elementary school, a cop came into class, I don't remember
how often, so it can't have been much. Mostly he handed out
free stuff that said D.A.R.E. on it. Like a ruler that says ‘kids who
use drugs don't measure up’.
Drug education needs to be more thorough. ‘Just don’t do it’ is
not education.

Youth Do Not Want Simplistic Messages, Props or 
“Just Say No”
Red ribbon week was such a joke. We ran around. Played
games. These games about just say no, not related to
drugs, just kept using the title [Just Say No] on every game.”
Pretty much just gave us “Just Say No” to drugs stickers. I
remember the shirts we got too. And then basically we were
considered educated and we were on our own way.

Youth Are Not Fond Of Scare Tactics
We had a lot of those slippery slope videos. Like you
would smoke pot and it would lead to coke and heroin
and you would die.
D.A.R.E. would show you pictures of what could happen
to you. Like bad teeth or what would happen to your
physical appearance. Like, the repercussions of really
heavy drug use. But if I try it once, it’s not like my teeth
are going to fall out
There was no in-between. Either you don’t do drugs [or
alcohol] or you do drugs and you die.

Youth Had Poor Drug Knowledge 
Interviewer asks: What are drug classes?
Youth respondent:
That is [the drug classification system] depressant and
stimulants and recreational and addictive. I know that heroin
is on both lists.”
Alcohol is both a stimulant and a depressant, right?
I didn’t know heroin was a downer like it was. I thought it
was like marijuana.

Youth Had Poor Drug Knowledge 
I would like to know like what these pills are supposed to be
used for and the other effects of taking them, like I don’t
know what OxyContin is used for, but I know a lot of people
that do it.”
Didn’t teach us about pills. They were really popular, they
were there, but they didn’t teach us about them.
I am not really familiar with all these drugs you are talking
about

Youth had minimal knowledge about the full range of
effects of substance use on the person.  
Really you get just a general sense from your friends, like
everything feels good or pot mellows you out, makes you
hungry, lethargic.
X [Ecstasy] lets you drink a lot.
More of the wealthier kids used prescription drugs and it
was socially acceptable to do so. I didn’t think that oxys had
the same effect as heroin… I thought that heroin was a lot
worse.

Teachers were not viewed as “authentic agents” 
Our [health] teacher just read it out of a book, she didn’t
come out and say it, at least our teacher didn’t, she didn’t
seem authentic.”
Teachers just don’t know a lot about drugs, don’t know when
people are high, or people are drinking. People come to
school high. They come to teach and that’s it.
I think we definitely need to hear from someone who is more
medically knowledgeable. I’m sorry, but teachers lack this
sort of knowledge.

Youth Would Tune Out Of Conversations With Parents When They Felt: 
 
• Attacked
• Like the messenger was a hypocrite
• Compared to someone else not engaging in a problematic
behavior
• Like they were not asked questions but are told what to
think
• Like the messenger was condescending or rude or
unfriendly
• Like they could not live up to the expectations

Youth Would Tune In To Conversations When They Felt: 
 
 
• Like the messenger was asking questions
• Like the messenger seemed genuinely interested in them
• Like the conversation included the messenger’s relevant
personal experiences
• Like the messenger was not rushed and was respectful of
their time constraints
• Like the conversation was properly introduced and did not
“come out of left field

WHAT YOUTH WANT 
IN DRUG EDUCATION

Longer Duration (e.g. Through Elementary, Junior High And High School) 
 
 
I believe if it [drug education] would have gone through
junior high it would have helped a lot more people.
I think it [drug education] should be done before it [drugs] is
available to you and also when it is available to you.
Must start at elementary school, and more in middle school
and high school like we have sex ed, why not drug ed and
give the real effects. In high school kids are more mature,
they can understand better

Drug Effects and Truthful Information (Don’t lump them all together…) 
 
Drugs all have consequences, but they don’t all have the
same consequences and I need to know the difference.
But it [drug education] should be done different. Should
break down the different effects of the different ones
[drugs].”
I think they should just tell the truth. Don’t exaggerate, don’t
beat around the bush, just tell the truth.”

Drug Effects and Progression 
 
I think it would be really effective to show the natural progression of the
typical use of each drug, but the complete honest truth of it, based on
statistics. This would teach us what problematic use would look like, or
what recreational use looks like, the effects of both choices. The for real,
not the scare tactics.
They just say ‘Drugs are bad, drugs will kill you.’ But I want to know,
what’s the difference between them? I shouldn’t have to get to rehab to
learn this stuff.

Youth Also Want Better Quality Instruction From A Variety Of Different Sources 
 
We just want someone that is just more educated about it, most health
teachers are just gym teachers. Maybe a narcotics officer for the law
enforcement end, teach you the laws and then maybe a doctor for the
health and a counselor for the other parts.
A doctor would be less of a scare tactic if they don’t just say ‘Don’t do it,’
but they actually tell you what can happen.

Youth Also Want Better Quality Instruction From A Variety Of Different Sources 
 
I think kids need to hear from people of varying social statuses. Like
teachers. And then people that have used and never had a problem. And
then people that have used that have. And then a medical provider that is
completely unbiased. And then someone coming along saying this is
what happened to me – it’s amazing. And then another one that says – it
was amazing at first and then at age 59 it turned awful. And then a police
officer that is really against it. And then a police officer that does not have
as much of a problem with drug use. I think people need to see all the
perspectives for it to be real.

Youth Want More Ways To Understand Problematic Use And Substance Use Disorder  
 
We never learned the differences in the amount of use. Like what does it
look like when someone starts to use something in a problematic way?
To know and understand that would be so good, it just would help.
I want more about the why. The difference between one use, occasional
use, and chronic use. What would one dose of x or y do to me?
Because youth want to help:
If someone needed help, I would wanna help them. If it’s an emergency
or if it’s like an addiction problem.

Youth Want To Know How Recognize And Respond To A Medical Emergency 
 
Tell us what to do in an emergency, it would be interesting to
have something like that, we need that.
I wish I would have learned health saving measures. I really
have no idea, but I should have learned it.
They didn’t teach us that [symptoms of alcohol poisoning]
but that would be very helpful. Never told us the symptoms,
what to do, that would be so helpful.

Youth Want To Know How To Reduce Risks 
 
We need to know drug classes, what not to mix, what’s
deadly.
[Drug education didn’t say] get a designated driver, I think
because they thought then it seemed like they were
condoning it [underage drinking], but every weekend kids
are doing it.
We want to learn the facts, like about mixing drugs and stuff.
I think that would prevent injuries and deaths, it may not get
people to stop, but it would be very helpful.

Youth WANT To Know Where To Turn For Help, If A Loved One Has A Problem. 
 
 
I want to learn how to help without getting in trouble, they
say call this number but people are scared because they
don’t know the consequences. We need to know who and
who wouldn’t get in trouble.”
I want more than a poster with a hotline number to tell me
what to do if someone I know has a problem with alcohol or
drugs.

YOUTH WANT TO… JUST
SAY “KNOW” 
NOT “JUST SAY NO”

Join the Consortium
The Illinois Consortium on Drug Policy can be reached by
contacting:
Kathie Kane-Willis, Director
Email: kkane@roosevelt.edu
Websites:
www.roosevelt.edu/icdp
www.stopoverdoseil.org
Twitter @KathieKaneW
Facebook Kathie Kane-Willis
Phone:
312.341.4336
Also ask us about Unite2Impact Illinois

WorkingGroups
DesignYour Own Social Media Strategy

UNITINGLEADERsforsuccessful
communityprevention&
interventionstrategies
Mike Nerheim Lake County States Attorney
CynthiaVargas Lake County States Attorney’s Ofﬁce
Chelsea Laliberte Live4Lali

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

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

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

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

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

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

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

“
LISTEN
CHANGE
ENGAGE
Know the Rules!

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

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

#Twitter
Samara Rubin
Director of Digital Marketing
Live4Lali

Getting Started
How can you prevent substance use ?
#iprevent by . . . .

Trending
• Local
• National
• World
Examples :
#WednesdayWisdom
#IfIWonPowerball
#MakeAPromise

Enter Topic 
#harmreduction
#drugpolicy
#live4lali
#LEAD
#endoverdose
#naloxone
#nomoredrugwar
#knowdrugs
#justsayknow

CONVERS@TE
@live4lali what do you think of this article that just
came out? #endoverdose #knowdrugs #iprevent
https://www.thefix.com/how-make-sure-young-people-
never-get-drug-counseling
Keep the conversation going using @

Makinganimpactwithyouth
oninstagram
Christy Marinic
Youth Development Specialist
LEAD

ENGAGINGYOUTH AND
COMMUNITIES ON INSTAGRAM
Christy Marinic,Youth Development Specialist - LEAD

HOW HAS LEAD USED
INSTAGRAM SUCCESSFULLY?

INSTAGRAM CRASH COURSE
TIPS &TRICKS
Check hashtags
Use hashtags to group events
Trending hashtags to get involved
Common hashtags to draw attention
Be consistent
Hashtag,Tag, & Mention
Format photo for Instagram

FREE IOS PHOTO EDITING APPS
WHITAGRAM
FONT CANDY
MONOGRAM LITE
REPOST FOR INSTAGRAM

Lookatwhatyou’vedone
Tell Us AboutYour Plans

RecoveryPanel
How has social media impacted your story?

Know What to Share and What hasValue

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

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.

Tips to Help
You
Not
Look
Like
A
Fool!

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!”

Be Relevant!
AND ACCURATE.
AND MEMORABLE.

Use Insights
Know WHEN to post…

WTF?!
Not AllYour Fans will SeeYour Posts!

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.

Create Solid
VISUAL Content
we

WHERE TO FIND OR CREATE
GREATVISUAL CONTENT

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.

Avoid Using
Angry or
Negative
Language

Don’t talk about what CAN happen.
Talk about what DOES happen.

Dependency
Addiction
DSM V: Substance Use Disorder

Contact Us >>>
CHELSEA LALIBERTE
chelsea@live4lali.org
Live4Lali
http://www.live4lali.org
f: fb.me/live4lali
t: @live4lali
i: @live4lali 
Access today’s presentation materials at
www.leadingefforts.org/smp_fll
ANDY DURAN
aduran@leadingefforts.org
LEAD & SPEAKUP!
http://www.leadingefforts.org
http://www.speakupcoalition.org
f: fb.me/leadingefforts
t: @LEADLFLB
i: @LEADLFLB

#iprevent Chicago Slide Presentation

Recommended

Recommended

More Related Content

More from LEAD

More from LEAD (14)

Recently uploaded

Recently uploaded (20)

#iprevent Chicago Slide Presentation