Social Media Advocacy - Using SoMe for Social, Health and Political Advocacy and Awareness Campaigns - AMSA NLDS 2015
•
1 like•771 views
This presentation provides an overview of how to run a social media campaign and provides useful advice and resources for developing your own community, political or social campaign using free social media tools. The presentation includes an overview of previous successful campaigns and provides guidance on how to: - Develop your campaign - Design and develop campaign website - Design and develop campaign branding and marketing material - Organise your team - Use various social media tools including Facebook, Youtube, Twitter, Hootsuite, Wordpress and others for a campaign. This presentation was presented at the Australian Medical Students Association's National Leadership Development Seminar in Canberra 2015.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Social Media Advocacy - Using SoMe for Social, Health and Political Advocacy and Awareness Campaigns - AMSA NLDS 2015
Similar to Social Media Advocacy - Using SoMe for Social, Health and Political Advocacy and Awareness Campaigns - AMSA NLDS 2015 (20)
Recently uploaded
Recently uploaded (20)
Social Media Advocacy - Using SoMe for Social, Health and Political Advocacy and Awareness Campaigns - AMSA NLDS 2015
- 1. Social Media Advocacy AMSA NLDS 2015 Dave Townsend
- 3. “You must be the change you want to see in the world”
- 6. www.socialmediagp.org WHAT IS SOCIAL MEDIA? Social Media is a conversation. Between millions of people. Word of Mouth on steroids.
- 7. www.socialmediagp.org OVERVIEW 2 Organise the Team n Plan the Campaign @ Develop Campaign 7 Run the Campaign
- 8. THE #INTERNCRISIS MEDICAL STUDENT ACTION ON TRAINING Australia Wide Community Advocacy
- 9. www.socialmediagp.org SCRUBS ON THE STREET 200+ students cleans cars & do odd jobs on the streets of Sydney [
- 10. www.socialmediagp.org WEBSITE STRATEGY • Humanise the issue by telling student stories • Provide context and background information on the crisis • Provide easy to understand infographics • Provide a central source of news & updates www
- 11. WEBSITE DATA www 13,858 Unique Visitors 24,211 Visits 53,623 pageviews 59% traffic from facebook
- 12. www.socialmediagp.org FACEBOOK STRATEGY • Direct engagement with students and followers • Discussion of issues • Recruit members & receive updates from students • Viral marketing
- 13. FACEBOOK DATA 1852 LIKES 56,904 28 Day Reach 875,815 28 day impressions
- 14. www.socialmediagp.org TWITTER STRATEGY t Sunday October 21st Campaign started on October 15 then Sunday saw the first organized Tweetfest MondayOctober 22nd Follow upTweetfest to coincide with ABC Q&A t t
- 17. www.socialmediagp.org NEWSPAPER STORIES 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 0 20 40 60 80 100 120 January February March April May June July August September October November December Newspaper Tweets $10m Federal Deal Announced 116 New Places
- 18. OUTCOMES Political Response Ready for the future MSAT 116 Places Found KStudents on Twitter
- 19. www.socialmediagp.org TOTAL COST OF #INTERNCRISIS SOCIAL MEDIA CAMPAIGN $37
- 22. www.socialmediagp.org TELLING & SHARING THE STORIES
- 28. www.socialmediagp.org OVERVIEW 2 Organise the Team n Plan the Campaign @ Develop Campaign 7 Run the Campaign
- 30. www.socialmediagp.org FINDING TEAM MEMBERS Find people who care about your cause Find a wide variety of people with a wide variety of skills Don’t ever turn down offers of help Break work into bite size chunks Understand that people have lives too Be supportive
- 31. www.socialmediagp.org MANAGING TEAM MEMBERS Find a way to manage your team that works for you Email Skype Facebook Groups Team tools Asana.com, Trello.com File Tools Google Docs, Dropbox
- 33. www.socialmediagp.org CAMPAIGN STRUCTURE 1. Branded Full public ownership 2. Semi-Independent Shared with stakeholders 3. Independent Complete separation
- 34. www.socialmediagp.org Traditional Media releases, lobbying, protest Social Media Website, Facebook, Twitter Hybrid All of the above APPROACH
- 35. www.socialmediagp.org TARGET AUDIENCE Primary Target Who can effect change? Secondary Targets 1. Media 2. Politicians 3. Stakeholders 4. Public Media Government StakeholdersPublic
- 36. www.socialmediagp.org CORE MESSAGE Single idea or goal Keep it simple Tangible & achievable outcome Make it memorable Keep Australian trained Doctors in Australia Scrap the $2000 cap on self education
- 37. www.socialmediagp.org NAME YOUR CAMPAIGN Make it memorable Make it unique Don’t overcomplicate it eg. Gr8Deb8, internkrysis, intern-crisis You can’t change it once you launch
- 38. www.socialmediagp.org NAME YOUR CAMPAIGN Check that it’s available Domain name – ziphosting.com.au Business Name - abn.abr.gov.au #KeepItShort & hashtag friendly Logos add credibility, as long as they look good (no comic sans!) istockphoto.com graphicriver.com
- 40. www.socialmediagp.org WEBSITE The home of your campaign has 3 aims: Inform Convince Empower
- 42. www.socialmediagp.org INFORM EVIDENCE BASED ADVOCACY Know your facts Create a research library Never make a claim you can’t prove Include your references
- 43. www.socialmediagp.org INFORM COVER ALL THE ANGLES
- 45. www.socialmediagp.org CONVINCE A PICTURE IS WORTH 1000 WORDS
- 46. www.socialmediagp.org CONVINCE MONROE’S MOTIVATED SEQUENCE 1. Attention: Hey! Listen to me, you have a PROBLEM! 2. Need: Let me EXPLAIN the problem. 3. Satisfaction: But, I have a SOLUTION! 4. Visualization: If we IMPLEMENT my solution, this is what will happen. Or, if we don't implement my solution, this is what will happen. 5. Action: You can help me in this specific way. Can you help me?
- 47. www.socialmediagp.org EMPOWER MAKE IT EASY TO HELP
- 49. www.socialmediagp.org EMPOWER SET THE TONE The Rules of #interncrisis You need to tweet everyone about the #interncrisis. You need to TWEET EVERYONE about the #interncrisis. When the Governments of Australia guarantee Internships for all Australian trained students, secure jobs for all Junior Doctors and work with colleges to expand specialist training pathways to meet the increased demand, the fight is over. Everyone needs to join the fight. This is your fight, to secure your future and the future of Australian health care. No abuse, no personal attacks, be informed and be constructive.
- 50. www.socialmediagp.org WEBSITE OPTIONS Wordpress.com (or self hosted) SpeakUp! Email Petitions Twitter Feed Pro Yoast SEO Gravity Forms Wix.com Change.org
- 51. www.socialmediagp.org WEBSITE STATISTICS – GOOGLE ANALYTICS
- 52. www.socialmediagp.org WEBSITE STATISTICS – FACEBOOK INSIGHTS
- 53. www.socialmediagp.org WEBSITE SHORTCUT – THEMEFOREST.NET
- 54. www.socialmediagp.org TWITTER ACCOUNT Primary voice in the campaign Lends legitimacy Retweet supportive tweets Maintain momentum Interact with Stakeholders Media Politicians Supporters Pay attention!
- 55. www.socialmediagp.org TWITTER TOOLS Scheduling Tools Hootsuite.com Bufferapp.com Statistics Tweetreach.com
- 56. www.socialmediagp.org SYMPLUR.COM – HEALTH HASHTAGS
- 57. www.socialmediagp.org FACEBOOK PAGE Powerful for interaction, feedback & recruitment Go where the people are Keep supporters up to date Release viral content Track success
- 59. www.socialmediagp.org PROMO MATERIAL Logos Profile Pictures Posters Facebook Covers Graphics
- 61. www.socialmediagp.org TARGET AUDIENCES Media Government StakeholdersPublic The CommunityToolbox ctb.ku.edu
- 62. www.socialmediagp.org BUILDING A PUBLIC GROUNDSWELL Encourage involvement Encourage cordial debate Answer with facts, not emotions Admit when you are wrong Never EVER get personal
- 63. www.socialmediagp.org LOBBYING POLITICIANS The key to communicating with members of parliament is make it personal and make the issue you are raising relevant to their local electorate. In order of level of impact it is best to: 1. Visit your local member and speak to them in person 2. Speak to them directly on the phone 3. Email them your concerns 4. Write them a letter Usually it is best to email first, ring to follow up and then request an appointment in person to speak to your member.
- 64. www.socialmediagp.org LOBBYING POLITICIANS Establish a relationship with office staffers, they are your best bet of getting your issue raised with their boss. Contact Politicians: Mypolitician.com.au (Federal) Mptweets.com.au (State & Federal) State & Territory Government websites
- 65. www.socialmediagp.org WORKING WITH MEDIA Media releases Write an editorial Croakey for Health stories Letters to the Editor Remember the media schedule Twitter twitter.com/aujournos (477 journalists) Be punctual, respectful & factual
- 66. www.socialmediagp.org WORKING WITH STAKEHOLDERS Engage early Ask for support & advice Use their network Ask for media releases & tweets Listen to their advice!
- 67. “All meaningful and lasting change starts first in your imagination and then works its way out. Imagination is more important than knowledge.”
- 71. www.gpsn.org.au