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Joris Louwes
Transmedia & Social Media Workshop for teens

12.05.2015 by Lee Fox
champions and promotes
quality sexual and reproductive
health care for all
erin leigh mcconnell
teensource.org
how we esta...
shape the future of
sexual and
reproductive health

as thought-leaders
prom
ote
quality
cham
pion
access
advance
research
...
WHY ARE “WE” (THE TEENS) HERE?
the power of peer education
% of teens accessing health information
TRANSMEDIA STORY-TELLING
THE ART OF STORY-TELLING TORLEY
set-up
challenge
rising action
climax
falling action
conclusion
the
beats
of a
story
COURTNEY CARMODY
great stories transe...
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
#LOCATION
HOW TO FIND
...
`
ACTIVITY #1
which social tools do you use to
connect with other people and find
information?
(list as many as you can thi...
0
22.5
45
67.5
FB YT TW IN
14-17 18-34 35-54
social networks used by U.S. internet users
TRANSMEDIA
CREATOR
CRITIC
COLLECTOR
JOINER
SPECTATOR
INACTIVE
CONVERSATIONALIST
writer, videographer,
photographer,
animator
short-fo...
WHAT: finding fresh content all the time
TEENSOURCE EXAMPLES
Karissa Ann
we are all hungry for the truth
William Hook
When thinking about accessing
information online, rank these
sources in the order you trust most:
WHO DO YOU ...
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
#LOCATION
HOW TO FIND
...
your personal story establishes trust
WHY: your involvement is VERY relevant
JON_CF why you?
ACTIVITY #5
most teens (4 out of 5) look for
medical health answers on the
internet
how will YOU become a “credible” source?
JD Hancock
your
voice
matters
what is the “tone” of your voice
ACTIVITY #6
the 60-30-10 rule
ZHAO !
CREATOR CURATOR
INFLUENCER
unique
knowledge
SUPPORTER
trusted
resource
LIST ALL THE PLACES ONLINE WHERE YOU FIND
SHAREABLE CONTENT 

“THAT YOU TRUST”
NATIONAL GUARD
ACTIVITY #7
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
#LOCATION
HOW TO FIND
...
Robert McGoldrick
WHO: segment your audience
1983
TCP/IP
protocol
Matures Boomers GenX GenY GenZ Alphas
Adopters Transformers
1972
1st video
game
1989
World Wide
Web
1...
TEENS

15+
GUARDIANS
of teens
TEEN

ACTIVISTS12-14
1 2 3 4
Jesse Millan
Pink Sherbert Photography
College Degrees 360
Oakl...
MAKE IT INTERESTING
I tweeted
that
yesterday…
re-write the tweet
ACTIVITY #8
MAKE IT INTERESTING
community
guidelines
Durex is seeking an official condom
emoji to coincide with World AIDS Day.
#CondomEmoji
SPECIFIC
MEASURABLE
David Villarreal Fernandez
ATTAINABLE
RELEVANT
TIMELY
BE READY
Nadia Hatoum
AUDIENCE “CALLS TO ACTION”
what have you committed to?
ACTIVITY #9
Haylee Sherwood
LUNCH
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
#LOCATION
HOW TO FIND
...
SOCIAL TOOLS
ROXANNE READY
community-building happens in
both our virtual and virtuous worlds!
think like a “transmedia” guru
Jason Howie
LONG FORM:
* Blogs / Podcasts / Newsletters
* Video / Billboards
* Live Events ...
IMAGES TELL A STORY
IMAGES TELL A STORY
IMAGES TELL A STORY
IMAGES TELL A STORY
ARE YOU “FREELY” ALLOWED?
Alec Couros
ACTIVITY #11
SHARING CREATIVE CONTENT
WITH “FAIR USE”
USE YOUR PASSION TO BUILD AUDIENCE
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
#LOCATION
HOW TO FIND
...
WHEN: how important is “time” or date?
NicolaNDo_4532
Is there a “magic time” to post content?
ACTIVITY #12
CERTAIN TIMES ARE BETTER THAN OTHERS
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
#LOCATION
HOW TO FIND
...
Morgen Bell
ACTIVITY #13
what keywords would you use 

to help others find the video you 

just watched?
Karissa Ann
HOW TO BE “HEARD” ABOVE THE NOISE
TESTIMONIALS
funny stuff
random stuff
stuff you’re doing
stuff w/ friends
where you’re at
school stuff
family stuff
health
religion
pol...
David Martyn Hunt SHARE YOUR SKILLS!
ACTIVITY #14
OLIVER TACKE
BUILD YOUR CAMPAIGN (get ready to present!)
1. DECIDE ON YOUR SUBJECT-MATTER
1.
STD-PREVENTION
TORLEY
tap into the genius of your
group… what is:
• PERSONAL
• RELEVANT
• PRACTICAL
• ACTIONABLE
• CONVERSATIONAL
• with ...
1.
2. WE WANT TO ERADICATE SEXUALLY TRANSMITTED DISEASES FOR ALL FUTURE GENERATIONS.
TEENS

15+
GUARDIANS
of teens
TEEN

ACTIVISTS12-14
1 2 3 4
Jesse Millan
Pink Sherbert Photography
College Degrees 360
Oakl...
1.
3.
2.
MALES BETWEEN THE AGES OF 12 and 14 IN LOS ANGELES
4. WE BELIEVE YOUNG MALE TEENS WILL CONNECT WITH THE IDEA THAT...
• Cervical Health Awareness Month

• National Birth Defects Prevention

• National Folic Acid Awareness Week
(second week ...
1.
2.
4.
3.
3.
APRIL 1st 

(which is STD
prevention month)
Jason Howie
LONG FORM:
* Blogs / Podcasts
* Video
* Live Events


SHORT FORM:
* Tweets
* Photos / Vignettes
* Virtual Meet...
1.
2.
5.
3a
3b
4.
INSTAGRAM
MARTIN FISCH
6. HOW WILL YOU BUILD AWARENESS?
1.
2.
3a
3b
4.
6a 6b 6c
30 DAYS FACEBOOK SUPER HERO PARTIES
5.
`
*FAIL*
vent especially

about celebs
CUTE
how could you
not?
LOL =P
humorous
content
WTF?
strange

curious
411 

dialed ...
1.
2.
3a
3b
4.
6a 6b
7. HUMOR
6c
5.
8. HOW WILL YOU BUILD AUDIENCE TRUST?
1.
2.
3a
3b
4.
6a 6b 6c
5.
7.
8. GIVING “QUICK TIPS” ON HOW TO BECOME A REAL SUPER HERO
memekode
9. WHERE WILL YOU SOURCE YOUR INFORMATION?
BE
(in)CREDIBLE!
1.
2.
3a
3b
4.
6a 6b 6c
5.
7.
9.
8.
PROFESSIONAL MEDIA PUBLICATIONS LIKE TEENSOURCE.ORG AS WELL AS TAKING STORY-LINE ASPEC...
10. VISUAL BRANDING
10. CREATING A SERIES OF COMIC BOOK CHARACTERS — WHO WHEN WEARING CAPES —
BECOME SUPER HEROES. 

THIS REINFORCES THE IDEA ...
cambodia4kids.org
11. HOW WILL YOU MAKE IT #DISCOVERABLE?
11. #eradicateSTDS #beInvincible #condoms
12. WHAT’S YOUR HOOK-UP?
11.
12. REAL SUPER HEROES ALWAYS WEAR THEIR CAPES! #BEINVINCIBLE, ERADICATE STDs WITH CONDOMS
Simone Lovati
13. ADD YOUR NAMES
11.
12.
13.
Jesse Millan
14. CAMPAIGN HEADLINE
1.
2.
3a
3b
4.
6a 6b 6c
5.
7.
9.
8.
14.
BE
INVINCIBLE!
OLIVER TACKE
PRESENTATIONS
STAY IN TOUCH
info@PeerSpring.com
THANK YOU!
WORD SHORE
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
Social Media Capacity Building For Teen Advocates
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Social Media Capacity Building For Teen Advocates

Developed for the California Family Health Council (CFHC), this training was centered on capacity building for youth activists interested in peer-to-peer mentorship and advocacy for (i) healthy relationships, (ii) STD prevention, (iii) teen rights, and (iv) birth control. Goal of this 4 hour workshop centered around transmedia story-telling inclusive of social, mobile, video + web-based mediums. Participant ages ranged from 14-17.

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Social Media Capacity Building For Teen Advocates

  1. 1. Joris Louwes Transmedia & Social Media Workshop for teens
 12.05.2015 by Lee Fox
  2. 2. champions and promotes quality sexual and reproductive health care for all erin leigh mcconnell teensource.org how we establish TRUST
  3. 3. shape the future of sexual and reproductive health
 as thought-leaders prom ote quality cham pion access advance research generate 
 conversations getpeopletocare
 andtakeaction cultivate
 collaborative partnerships
  4. 4. WHY ARE “WE” (THE TEENS) HERE?
  5. 5. the power of peer education % of teens accessing health information
  6. 6. TRANSMEDIA STORY-TELLING
  7. 7. THE ART OF STORY-TELLING TORLEY
  8. 8. set-up challenge rising action climax falling action conclusion the beats of a story COURTNEY CARMODY great stories transend over time
  9. 9. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY #LOCATION HOW TO FIND
 (BE FOUND)
  10. 10. ` ACTIVITY #1 which social tools do you use to connect with other people and find information? (list as many as you can think of)
  11. 11. 0 22.5 45 67.5 FB YT TW IN 14-17 18-34 35-54 social networks used by U.S. internet users TRANSMEDIA
  12. 12. CREATOR CRITIC COLLECTOR JOINER SPECTATOR INACTIVE CONVERSATIONALIST writer, videographer, photographer, animator short-form writer, interviewer, vignette producer, remixer reviews, comments, responds to status updates + in forums interested in facts interested in building relationships consumer only live events onlyFutUndBeidl ACTIVITY #2
  13. 13. WHAT: finding fresh content all the time
  14. 14. TEENSOURCE EXAMPLES
  15. 15. Karissa Ann we are all hungry for the truth
  16. 16. William Hook When thinking about accessing information online, rank these sources in the order you trust most: WHO DO YOU TRUST? a known expert a peer with first-hand knowledge a celebrity endorsement testimonials / crowd reviews word of mouth (heard it from a friend) a parent, teacher or mentor ACTIVITY #4
  17. 17. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY #LOCATION HOW TO FIND
 (BE FOUND)
  18. 18. your personal story establishes trust
  19. 19. WHY: your involvement is VERY relevant JON_CF why you? ACTIVITY #5
  20. 20. most teens (4 out of 5) look for medical health answers on the internet
  21. 21. how will YOU become a “credible” source? JD Hancock your voice matters what is the “tone” of your voice ACTIVITY #6
  22. 22. the 60-30-10 rule ZHAO ! CREATOR CURATOR INFLUENCER unique knowledge SUPPORTER trusted resource
  23. 23. LIST ALL THE PLACES ONLINE WHERE YOU FIND SHAREABLE CONTENT 
 “THAT YOU TRUST” NATIONAL GUARD ACTIVITY #7
  24. 24. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY #LOCATION HOW TO FIND
 (BE FOUND)
  25. 25. Robert McGoldrick WHO: segment your audience
  26. 26. 1983 TCP/IP protocol Matures Boomers GenX GenY GenZ Alphas Adopters Transformers 1972 1st video game 1989 World Wide Web 1993 1st Browser for Personal Use 1927 -1945 1946 -1964 1965 -1983 1984 -1996 1997 - 2009 2010 - now 1973 1st mobile phone 1969 1st computer message
 1998 Google launched 1947 Polaroid camera 1936 1st TV broadcast (BBC)
 2004 Facebook launched
 2007 iPhone 
 2010 Kickstarter launched
 2014 Bitcoin emerging generations
  27. 27. TEENS
 15+ GUARDIANS of teens TEEN
 ACTIVISTS12-14 1 2 3 4 Jesse Millan Pink Sherbert Photography College Degrees 360 Oakley Originals David Shankbone CFHC SEGMENTS BY AGE
  28. 28. MAKE IT INTERESTING I tweeted that yesterday… re-write the tweet ACTIVITY #8
  29. 29. MAKE IT INTERESTING
  30. 30. community guidelines
  31. 31. Durex is seeking an official condom emoji to coincide with World AIDS Day. #CondomEmoji
  32. 32. SPECIFIC MEASURABLE David Villarreal Fernandez ATTAINABLE RELEVANT TIMELY
  33. 33. BE READY
  34. 34. Nadia Hatoum AUDIENCE “CALLS TO ACTION” what have you committed to? ACTIVITY #9
  35. 35. Haylee Sherwood LUNCH
  36. 36. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY #LOCATION HOW TO FIND
 (BE FOUND)
  37. 37. SOCIAL TOOLS ROXANNE READY community-building happens in both our virtual and virtuous worlds!
  38. 38. think like a “transmedia” guru Jason Howie LONG FORM: * Blogs / Podcasts / Newsletters * Video / Billboards * Live Events / Presentations 
 SHORT FORM: * Posts / Tweets * Photos / Vignettes * Virtual Meet-Ups ALT FORM: * Surveys / Petitions * Games / Jokes * Quick Tips ACTIVITY #10
  39. 39. IMAGES TELL A STORY
  40. 40. IMAGES TELL A STORY
  41. 41. IMAGES TELL A STORY
  42. 42. IMAGES TELL A STORY
  43. 43. ARE YOU “FREELY” ALLOWED? Alec Couros ACTIVITY #11
  44. 44. SHARING CREATIVE CONTENT
  45. 45. WITH “FAIR USE” USE YOUR PASSION TO BUILD AUDIENCE
  46. 46. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY #LOCATION HOW TO FIND
 (BE FOUND)
  47. 47. WHEN: how important is “time” or date?
  48. 48. NicolaNDo_4532 Is there a “magic time” to post content? ACTIVITY #12
  49. 49. CERTAIN TIMES ARE BETTER THAN OTHERS
  50. 50. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY #LOCATION HOW TO FIND
 (BE FOUND)
  51. 51. Morgen Bell ACTIVITY #13 what keywords would you use 
 to help others find the video you 
 just watched?
  52. 52. Karissa Ann HOW TO BE “HEARD” ABOVE THE NOISE
  53. 53. TESTIMONIALS
  54. 54. funny stuff random stuff stuff you’re doing stuff w/ friends where you’re at school stuff family stuff health religion politics 85 78 78 74 73 57 50 31 22 22
  55. 55. David Martyn Hunt SHARE YOUR SKILLS! ACTIVITY #14
  56. 56. OLIVER TACKE BUILD YOUR CAMPAIGN (get ready to present!)
  57. 57. 1. DECIDE ON YOUR SUBJECT-MATTER
  58. 58. 1. STD-PREVENTION
  59. 59. TORLEY tap into the genius of your group… what is: • PERSONAL • RELEVANT • PRACTICAL • ACTIONABLE • CONVERSATIONAL • with FRESH PERSPECTIVE 2. WHAT IS YOUR AUDACIOUS DREAM?
  60. 60. 1. 2. WE WANT TO ERADICATE SEXUALLY TRANSMITTED DISEASES FOR ALL FUTURE GENERATIONS.
  61. 61. TEENS
 15+ GUARDIANS of teens TEEN
 ACTIVISTS12-14 1 2 3 4 Jesse Millan Pink Sherbert Photography College Degrees 360 Oakley Originals David Shankbone 3. WHO ARE YOU TARGETING? (specify demographic) • race • religion • educational attainment • country of origin • medical condition • family dynamics • issue / political affiliation • etc • age • gender • geography • economic condition
  62. 62. 1. 3. 2. MALES BETWEEN THE AGES OF 12 and 14 IN LOS ANGELES 4. WE BELIEVE YOUNG MALE TEENS WILL CONNECT WITH THE IDEA THAT THEY CAN BE HEROS, USING CONDOMS AS THEIR “SUPER POWER”
  63. 63. • Cervical Health Awareness Month • National Birth Defects Prevention • National Folic Acid Awareness Week (second week of January) • National Breast and Cervical Cancer Early Detection • Intimate Partner Violence • Presidential Proclamation — National Stalking Awareness Month, 2015 • Presidential Proclamation — National Slavery and Human Trafficking Prevention Month, 2015 • International Prenatal Infection Prevention Month • Condom Week (week of Valentine's Day) • National Teen Dating Violence Awareness and Prevention Month • National Girls & Women’s Sports Day • National Women + Girls HIV / AIDS awareness Day • Sleep Awareness Month (promoted by the National Sleep Foundation) • Prom Season • STD / STI Awareness Month • Sexual Assault Awareness and Prevention Month • Every Kid Healthy Week (last full week of April) • World Immunization Week (last week of April) • Hepatitis Awareness Month • Preeclampsia Awareness Month • National Teen Pregnancy Prevention Month • National Women's Health Week (begins on Mother's Day) • National Women’s Check-Up Day • National Alcohol- and Other Drug-Related Birth Defects Awareness Week (begins on Mother's Day) • Men's Health Month • National Congenital Cytomegalovirus Awareness Month • Cord Blood Awareness Month • National Breastfeeding Month • National Immunization Awareness Month • National Girlfriends Day • World Breastfeeding Week (first week of August) • Ovarian Cancer Awareness Month • Newborn Screening Awareness Month • Sepsis Awareness Month • National Breast Cancer Awareness • Health Literacy Month • SIDS Awareness Month • Pregnancy and Infant Loss Awareness Month • Domestic Violence Awareness Month • International Infection Prevention Week (third full week of October) • Red Ribbon Week (last week of October) • Day of the Girl • National Family Caregivers Month • Prematurity Awareness Month • World Prematurity Day (17) • Safe Toys and Gifts Month • World AIDS Day (1) 4. TIMELINE
  64. 64. 1. 2. 4. 3. 3. APRIL 1st 
 (which is STD prevention month)
  65. 65. Jason Howie LONG FORM: * Blogs / Podcasts * Video * Live Events 
 SHORT FORM: * Tweets * Photos / Vignettes * Virtual Meet-Ups ALT FORM: * Surveys * Games 5. “KICK-OFF” SOCIAL TOOL
  66. 66. 1. 2. 5. 3a 3b 4. INSTAGRAM
  67. 67. MARTIN FISCH 6. HOW WILL YOU BUILD AWARENESS?
  68. 68. 1. 2. 3a 3b 4. 6a 6b 6c 30 DAYS FACEBOOK SUPER HERO PARTIES 5.
  69. 69. ` *FAIL* vent especially
 about celebs CUTE how could you not? LOL =P humorous content WTF? strange
 curious 411 
 dialed IN OMG! shocking content 7. TONE OF VOICE
  70. 70. 1. 2. 3a 3b 4. 6a 6b 7. HUMOR 6c 5.
  71. 71. 8. HOW WILL YOU BUILD AUDIENCE TRUST?
  72. 72. 1. 2. 3a 3b 4. 6a 6b 6c 5. 7. 8. GIVING “QUICK TIPS” ON HOW TO BECOME A REAL SUPER HERO
  73. 73. memekode 9. WHERE WILL YOU SOURCE YOUR INFORMATION? BE (in)CREDIBLE!
  74. 74. 1. 2. 3a 3b 4. 6a 6b 6c 5. 7. 9. 8. PROFESSIONAL MEDIA PUBLICATIONS LIKE TEENSOURCE.ORG AS WELL AS TAKING STORY-LINE ASPECTS FROM POPULAR MARVEL CHARACTERS WHOM OUR TARGET AUDIENCE KNOWS.
  75. 75. 10. VISUAL BRANDING
  76. 76. 10. CREATING A SERIES OF COMIC BOOK CHARACTERS — WHO WHEN WEARING CAPES — BECOME SUPER HEROES. 
 THIS REINFORCES THE IDEA THAT ANYONE CAN BECOME A SUPER HERO.
  77. 77. cambodia4kids.org 11. HOW WILL YOU MAKE IT #DISCOVERABLE?
  78. 78. 11. #eradicateSTDS #beInvincible #condoms
  79. 79. 12. WHAT’S YOUR HOOK-UP?
  80. 80. 11. 12. REAL SUPER HEROES ALWAYS WEAR THEIR CAPES! #BEINVINCIBLE, ERADICATE STDs WITH CONDOMS
  81. 81. Simone Lovati 13. ADD YOUR NAMES
  82. 82. 11. 12. 13.
  83. 83. Jesse Millan 14. CAMPAIGN HEADLINE
  84. 84. 1. 2. 3a 3b 4. 6a 6b 6c 5. 7. 9. 8. 14. BE INVINCIBLE!
  85. 85. OLIVER TACKE PRESENTATIONS
  86. 86. STAY IN TOUCH info@PeerSpring.com
  87. 87. THANK YOU! WORD SHORE

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