This document discusses the impact and importance of social media. It notes that if Facebook were a country, it would be the third most populated country in the world. It provides statistics on the huge scale of social media platforms like Facebook, YouTube, and Flickr, and notes that social media is now commonly used by governments and companies for communication and recruiting. The document emphasizes that social media has become a major part of everyday life and interaction for many people around the world.

1. CHANGE!
THE CONVERSATION USING!
SOCIAL MEDIA
Facilitated By:
Andy Duran, Executive Director
!
Linking Efforts Against Drugs (LEAD)
SpeakUP! Prevention Coalition
!
Lake Forest, IL
lead

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

7. IT’S NOT ENOUGH JUST TO !
BE PRESENT!

8. “It’s just now reached such a critical
Social media
is the same today
as it was yesterday.
mass, it’s too hard to ignore.
!
You don’t want to be “that guy” or
“that brand” who refused to adapt to
change and loses touch with reality.”
!
Julia Roy
Senior Manager, New Media
Coach, Inc.
http://juliaroy.com

9. lead
About Me

10. “
Think Differently

11. SOCIAL MEDIA!
IS
AWESOME.

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

15. 221 MILLION.
The number of views on BlendTec’s YouTube Channel.

16. 221 MILLION.
The number of views on BlendTec’s YouTube Channel.
Why Did this Stick?

17. THE KEY TO ALL SOCIAL MEDIA

18. THE KEY TO ALL SOCIAL MEDIA
Be Human!

19. THE KEY TO ALL SOCIAL MEDIA
Be Human!
Be Real!

20. THE KEY TO ALL SOCIAL MEDIA
Be Human!
Be Real!
Have Fun!

21. THE KEY TO ALL SOCIAL MEDIA
Be Human!
Be Real!
Have Fun!
Be Interactive.

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

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

24. 80% of
marketers
incorrectly begin
with tactics
instead of
mission.!
!
- eMarketer Report

26. LET’S GEMTISS ISONTARTED!
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
METRICS

27. LET’S GEMTISS ISONTARTED!
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
METRICS
Start Here
Not Here

28. SOCIAL MEDIA LOGIC MODEL
Why are
we doing this?
Mission
lead
copyright, 2014

29. SOCIAL MEDIA LOGIC MODEL
Why are
we doing this?
Mission
What do we want
to accomplish?
Goal
Goal
Goal
lead
copyright, 2014

30. SOCIAL MEDIA LOGIC MODEL
Why are
we doing this?
Mission
What do we want
to accomplish? Tactic
Goal
Goal
Goal
Tactic
Tactic
Tactic
Tactic
Tactic
How will we achieve our goals?
lead
copyright, 2014

31. SOCIAL MEDIA
IMPACTS!
OUR YOUNG PEOPLE & OUR
COMMUNITY.

32. ““ At the President's If you want urging a sense and of where by his the example, world's media the entire habits Federal
are
Government headed, has bounded it makes into sense the to world watch of what social-kids networking.
are doing."
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 !!
Media in the Lives of 8-18 Year-Olds
Kaiser Family Foundation
January 2010

33. ““ At the President's If you want urging a sense and of where by his the example, world's media the entire habits Federal
are
Government headed, has bounded it makes into sense the to world watch of what social-kids networking.
are doing."
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 !!
Media in the Lives of 8-18 Year-Olds
Kaiser Family Foundation
January 2010 P.S.

34. ““ At the President's If you want urging a sense and of where by his the example, world's media the entire habits Federal
are
Government headed, has bounded it makes into sense the to world watch of what social-kids networking.
are doing."
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 !!
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.

35. ““ At the President's If you want urging a sense and of where by his the example, world's media the entire habits Federal
are
Government headed, has bounded it makes into sense the to world watch of what social-kids networking.
are doing."
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 !!
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.

36. Percentage of American teens that use the Internet.

37. 95%
Percentage of American teens that use the Internet.

38. 95%
Percentage of American teens that use the Internet.
74%
Access on Mobile

39. Percent of American teens that own a cell phone.

40. 78%
Percent of American teens that own a cell phone.

41. 78%
Percent of American teens that own a cell phone.
47%
Smartphones

42. Tablets & Smart Phones

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

44. Fac
Growing Rapidly Dominant but
Slowed

45. Fac
Growing Rapidly Dominant but
Slowed
100
75
50
25
0
Twitter Instagram Facebook
2011 2012

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

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

54. Use THEIR WORDS to tell YOUR STORY!

55. Here’s An Example
Here’s What they Say Here’s What they Mean
2.5 oz. every 14 days
Restricted medical conditions
A person shall not drive under the
influence of...
18 year olds can receive a medical
marijuana certification
22 cultivation centers
60 dispensaries

56. Here’s An Example
Here’s What they Say Here’s What they Mean
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions
A person shall not drive under the
influence of...
18 year olds can receive a medical
marijuana certification
22 cultivation centers
60 dispensaries

57. Here’s An Example
Here’s What they Say Here’s What they Mean
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches,
eczema, writers cramp
A person shall not drive under the
influence of...
18 year olds can receive a medical
marijuana certification
22 cultivation centers
60 dispensaries

58. Here’s An Example
Here’s What they Say Here’s What they Mean
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches,
eczema, writers cramp
A person shall not drive under the
influence of...
no field testing mechanism,
marijuana is the identified
drug in 14% of fatal crashes
18 year olds can receive a medical
marijuana certification
22 cultivation centers
60 dispensaries

59. Here’s An Example
Here’s What they Say Here’s What they Mean
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches,
eczema, writers cramp
A person shall not drive under the
influence of...
no field testing mechanism,
marijuana is the identified
drug in 14% of fatal crashes
18 year olds can receive a medical
marijuana certification
you must be 21 to drink, but
only 18 to smoke marijuana?
22 cultivation centers
60 dispensaries

60. Here’s An Example
Here’s What they Say Here’s What they Mean
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches,
eczema, writers cramp
A person shall not drive under the
influence of...
no field testing mechanism,
marijuana is the identified
drug in 14% of fatal crashes
18 year olds can receive a medical
marijuana certification
you must be 21 to drink, but
only 18 to smoke marijuana?
22 cultivation centers
60 dispensaries
do you want your home next
to a dispensary?

61. Facebook Page
Tips to Help
You
!
Not
Look
Like
A
Fool!

62. Know the Difference — Personal vs. Business

63. Know the Difference — Personal vs. Business
Business Page Benefits

64. Know the Difference — Personal vs. Business
Business Page Benefits
Pages are Public

65. Know the Difference — Personal vs. Business
Business Page Benefits
Pages are Public
Install Apps and Tabs

66. Know the Difference — Personal vs. Business
Business Page Benefits
Pages are Public
Install Apps and Tabs
Run Ads, Contests, Promotions

67. Know the Difference — Personal vs. Business
Business Page Benefits
Pages are Public
Install Apps and Tabs
Run Ads, Contests, Promotions
Insights and Analytics

68. 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!”

69. Be Relevant!

70. Unnamed Company

71. Don’t go MIA

72. Not All Your Fans will See Your Posts!

73. Not All Your Fans will See Your Posts!
What?!

75. 80
Posts with 80 characters
or less receive 23% higher
engagement. Problem is
75% of Facebook posts
have more than 80
characters

76. 80
Posts with 80 characters
or less receive 23% higher
engagement. Problem is
75% of Facebook posts
have more than 80
characters
48%
The most effective calls to
action on Facebook
include like, caption this,
share, yes/no, etc. These
receive 48% more
engagement.

77. 80
Posts with 80 characters
or less receive 23% higher
engagement. Problem is
75% of Facebook posts
have more than 80
characters
48%
The most effective calls to
action on Facebook
include like, caption this,
share, yes/no, etc. These
receive 48% more
engagement.
7x
Posts that ask for shares
have a share rate of 7x
higher than those that
don’t.

78. 80
Posts with 80 characters
or less receive 23% higher
engagement. Problem is
75% of Facebook posts
have more than 80
characters
48%
The most effective calls to
action on Facebook
include like, caption this,
share, yes/no, etc. These
receive 48% more
engagement.
7x
Posts that ask for shares
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.

79. 80
Posts with 80 characters
or less receive 23% higher
engagement. Problem is
75% of Facebook posts
have more than 80
characters
48%
The most effective calls to
action on Facebook
include like, caption this,
share, yes/no, etc. These
receive 48% more
engagement.
7x
Posts that ask for shares
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.

80. “
Know the Rules!

81. “ LISTEN
ENGAGE
CHANGE
Know the Rules!

86. Aria - Las Vegas

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

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

89. Mistake Almost!
Everyone Makes!
on Twitter
@LEADLFLB is awesome! Check
them out: http://
www.leadingefforts.org
#DrugPrevention #Truth

90. Mistake Almost!
Everyone Makes!
on Twitter
@LEADLFLB is awesome! Check
them out: http://
www.leadingefforts.org
#DrugPrevention #Truth

91. The Right Way to!
Tweet for the!
Right Audience

92. “ Start a CONVERSATION...

93. “ Start a CONVERSATION...
... then change it!

94. Twitter Goes (Really) Mainstream
10% Actively Use Twitter

95. My
Predictions
for 2014

96. Content Overload Will Only Increase

97. Outsourcing Social Media will Become the Norm

98. Visuals Will Become a Priority

99. Here are Some Samples

100. A FEW TIPS & TRICKS

101. CHANGE THE
CONVERSATION
USING SOCIAL
MEDIA
ANDY DURAN
aduran@leadingefforts.org
!
LEAD & SPEAKUP!
http://www.leadingefforts.org
http://www.speakupcoalition.org
!
f: fb.me/leadingefforts
t: @LEADLFLB

106. WE ARE GOING TO DRIVE!
HOME 3 CRUCIAL POINTS...

107. #1. SOCIAL MEDIA!
IS
HUGE.

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

109. If Facebook
were a country,
it would be
the third most
populated
in the world,
ahead of the
United States.

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

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

112. 500 BILLION.
The number of minutes spent on Facebook each month.

113. 500 BILLION.
The number of minutes spent on Facebook each month.
THAT’S ALMOST 5 TIMES
LAST YEAR’S NUMBER

114. 35 BILLION.
The amount of content shared each month on
Facebook

115. 35 BILLION.
The amount of content shared each month on
Facebook
THAT’S
AMAZING!

116. 24
HOURS.
!
The amount of video
uploaded to YouTube
every minute.

117. 4 BILLION.
The number of images hosted on Flickr.

118. 4 BILLION.
The number of images hosted on Flickr.
That’s 13x more than the
Library of Congress.

119. z
That’s 13x more than the Library of Congress.
NINETY
FIVE.

120. z
That’s 13x more than the Library of Congress.
NINETY
FIVE.
The
percentage of
companies
using
LinkedIn to
find and
attract
employees

121. 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

122. The number of marriages last year between
people who met through social media

123. THAT’S MORE THAN TWICE THE
NUMBER OF PEOPLE WHO MET
AT BARS, CLUBS, AND OTHER
SOCIAL EVENTS COMBINED.
1 in 6.
The number of marriages last year between
people who met through social media

124. 7 HOURS.
The time it took for LeBron
James to amass
his first 150,000 Twitter
followers.

125. 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.

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

127. HOW DOES IT INFLUENCE
THE WORLD?!

128. “Social media is the ongoing
conversation of the planet.
It is the source of news, it is the connector to the giant
multi-celled organism called planet Earth. As time
goes on, social media is my home on the internet. It is
the place where I spend the most time. It is where I do
business. It is where I hang out with my friends. It is
where I find out about new movies, television and
other products. It is my diary. Looking back on my
wall, I have a history that is far richer than any diary or
journal."
!
Roseann Duran, CPO, Web.com Group,
http://www.web.com

129. “
“ 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

130. “
“ Social media is the vehicle by which men have finally
WOMEN HAVE KNOWN THIS FOR EONS
decided it's cool - and valuable - to open up, share,
make friends, share faith and have conversations.”
!
Diane Hessan, CEO, Communispace
http://communispace.com

131. “ “ Social media is the
mainstream.
!
The average Facebook user-age continues to
rise. It’s not just for kids anymore.
!I
t moves the media mouthpiece and content
distribution into the hands of the public.”
!
Emily White, Co-Founder, Whitesmith Entertainment
http://whitesmithent.com

132. “
Social media
is like water.
On its own, water does some cool
things, but when combined with
other compounds it enabled the
evolution of all forms of life.
!
Social media on its own is nice, but
when combined with other tools,
it is enabling everything to evolve,
from communications to business
to politics to faith.”
!
!
Mike Volpe, VP Marketing, HubSpot
http://www.hubspot.com

133. “It’s just now reached such a critical
Social media
is the same today
as it was yesterday.
mass, it’s too hard to ignore.
!
You don’t want to be “that guy” or
“that brand” who refused to adapt to
change and loses touch with reality.”
!
Julia Roy
Senior Manager, New Media
Coach, Inc.
http://juliaroy.com

134. ALL MEDIA!
IS NOW SOCIAL MEDIA!
!
YET THE BASIC RULES!
REMAIN THE SAME.

135. IF YOU’RE NOT ON
THE TRAIN...
DON’T WORRY!
HERE’S WHAT YOU
NEED TO DO:

136. DEFINE YOUR SOCIAL MEDIA STRATEGY
“Social media IS
media.

137. STOP THINKING “CAMPAIGNS”
START THINKING “CONVERSATIONS”

138. STOP THINKING “CAMPAIGNS”
START ATSHKI FNOKR IHNEGLP ,“ ICF YOONU VNEEERDS AITT. IONS”

139. LET’S GET STARTED!

140. !
YOUR
CHALLENGE

141. #

142. 168

143. Be the change
you want
to see in the
A FEW TIPS & TRICKS
world.”
!
- Gandhi
“