Andy Duran, Executive Director - LEAD
Chelsea Laliberte, Executive Director - Live4Lali

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

“
Think Differently
Take this
Personally!
YOU!

lead
About Us

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

SOCIAL MEDIA
IS
HUGE.

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

SOCIAL MEDIA
DONE
WELL!

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?

3 x 3

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

Beneficial vs. Powerful

3 x 3

#1
KNOW
WHO YOU ARE!

KnowWhoYOU Are!
The Virgin

KnowWhoYOU Are!
The Ultra

KnowWhoYOU Are!
The Dipper

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

KnowWhoYOU Are!
The Lurker

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

KnowWhoYOU Are!
The Lurker

The Peacock
KnowWhoYOU Are!

KnowWhoYOU Are!
The Ranter

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.

#2
MAKE SOME
NOISE
AND TELL YOUR STORY

#GroceryInjustice

#GroceryJustice

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

PlaForm for

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

Why It Worked

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

#3
Choices Matter Campaign

Choices Matter

#3
HAVE A
GOOD PLAN

Know What to Share and What hasValue

Use the 80/20 Rule!

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

THAT’S WHY, IN GENERAL, OUR
FACEBOOK POST FORMULA CONSISTS 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.

Facebook Page
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.

Unnamed Company

Use Insights
Know WHEN to post…

Don’t go MIA
#168

WTF?!
Not AllYour Fans will SeeYour Posts!

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.

Create Solid
VISUAL Content
we

P
H
O
T
O
S
L
I
N
K
S

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.

Use
#Trending
Topics

#TheDecision

Avoid Using
Angry or
Negative
Language

Dr. Maureen Powers

KEEP
CALM
IT’S
LUNCH
TIME

Change?

• Didn’t think you were serious
• Comfortable
• Didn’t want to!
• Know who I’m sitting with
• Didn’t want to leave stuff behind
• Didn’t know why or how
Change?

• We must be willing to change our
own behavior
• We must ask and understand “why”
• We must be willing to “come to the
other side”
Change?

#AskAboutPrevention

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

How to Attract People with Facebook

GOOD NEWS
BAD NEWS

BAD NEWS

GOOD NEWS
you don’t have to be…
or

STEP #1
KNOW WHAT
TO TWEET

1. Your own content
2. Find a “content well”

HERE ARE 6 PLACES WHERE YOU CAN
REGULARLY DISCOVER TWEET WORTHY
CONTENT

Use Feedly as a one-stop-shop to peruse
everything going on in your industry, and hand-
pick which articles to tweet.

Find compelling quotes on goodreads.com/quotes

Check out the top stories across multiple news
sites on most-popular.alltop.com

StumbleUpon is a
giant collection of the
best pages on the Internet.
Identify your interests, then StumbleUpon
will recommend great websites, photos
and videos. stumbleupon.com

TWITTER ITSELF
CREATE LISTS
USE #HASGTAGS

STEP #2
REMEMBER THEVISUALS

Try incorporating an
image into every 3 or 4
tweets so they appear
more prominently in a
user’s feed and on your
profile page.

STEP #3
“Follow” and “List” a lot
of people (without being spammy)

STEP #4
Start a conversation…
then change it!

LET’S GO!
click me

“
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

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

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

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

The Right Way to
Tweet for the
Right Audience

INSTAGRAM

FACEBOOK
How to Attract
People With

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

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

Integrate (Both Online and Offline)
#3

Consider Some Advertising

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!

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

Strategy

Post Frequently

Create Content with Social Context in Mind

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

Tag Other Pages in Your Posts

Host a Q & A or a Poll

TAKEOVER
THURSDAY
#
#

To achieve the total number of
maximum points possible.

VOTE COMBO Score 1 Score 2
Circle / Circle 1 1
Circle / Square 3 -3
Circle / Triangle 0 -1
Square / Circle -3 3
Square / Square -3 -3
Square / Triangle 5 -2
Triangle / Circle -1 0
Triangle / Square -2 5
Triangle / Triangle 3 3

VOTE COMBO Score 1 Score 2 Total Possible
Circle / Circle 1 1 2
Circle / Square 3 -3 0
Circle / Triangle 0 -1 -1
Square / Circle -3 3 0
Square / Square -3 -3 -6
Square / Triangle 5 -2 3
Triangle / Circle -1 0 -1
Triangle / Square -2 5 3
Triangle / Triangle 3 3 6

VOTE COMBO Score 1 Score 2 Total Possible
Circle / Circle 1 1 2
Circle / Square 3 -3 0
Circle / Triangle 0 -1 -1
Square / Circle -3 3 0
Square / Square -3 -3 -6
Square / Triangle 5 -2 3
Triangle / Circle -1 0 -1
Triangle / Square -2 5 3
Triangle / Triangle 3 3 6

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