In sheer numbers, youth may be the largest user demographic of social media, but do they know how to use these tools to build relationships, grow a community and build capacity? Delivered to high school students, this workshop combines videos, polls and student voice to learn how to affect change with 21st century tools.

1. 21st century leadership training
Social Media. Social Justice. Social Change.
Lee Fox
01/21/16MKHMARKETING

2. USA
Australia
Canada
Finland
Japan
S. Korea
source: World Economic Forum

3. SOCIAL ENTREPRENEURSHIP

4. Communication Plan
Community
Philip Wilson
BUILDING YOUR PLAN

5. STORY-TELLING WITH TRANSMEDIA
8,333 vine videos
shared (and upload
12M to Twitter!)

6. `
ACTIVITY #1
which social tools do you use to
connect with other people and find
information?
(list as many as you can think of)

7. 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

8. CREATOR
CRITIC
COLLECTOR
JOINER
SPECTATOR
INACTIVE
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
consume only
live events onlyFutUndBeidl
ACTIVITY #2
CONVERSATIONALIST

9. Online behaviors of young
adults:
Survey:
• 1,276 (13-to-34 yr olds)
• September 2015
source: Yconic
To be an influencer,
you have to be
a creator.
CONVERSATIONALISTS
Anyone can be part of
the conversation if
they’re willing to
share.
SUPPORTERS
INFLUENCERS:

10. the 60-30-10 rule
ZHAO !
CREATOR CURATOR
INFLUENCER
unique
knowledge
SUPPORTER
trusted
resource

11. who hits your TOP 60 list?

12. NATIONAL GUARD
ACTIVITY #3
LIST ALL THE PLACES ONLINE WHERE YOU FIND
SHAREABLE CONTENT
“THAT YOU TRUST”

13. how to find people in your conversation?
Be aware of
keywords and
hash-tags.

14. POWER OF HASHTAGS + KEYWORDS

15. Karissa Ann
we are all hungry for the truth

16. William Hook
When thinking about accessing
information online, rank these
sources in the order you trust most:
WHO DO YOU TRUST?
known expert / authority
peer with first-hand knowledge
celebrity endorsement
testimonials / crowd reviews
word of mouth (heard it from a friend)
parent, teacher or mentor
ACTIVITY #4

17. Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET
DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO
STAND OUT

18. set-up
challenge
rising action
climax
falling action
conclusion
understand
the
beats
COURTNEY CARMODY
there is an art-form to story-telling

19. Let’s look at an example from Foshay’s portfolio!

20. set-up:
“Affirmative consent” is confusing to teens.
challenge:
rising action:
conclusion:
when you’re ready:
Laws on sexual consent are complicated and ever
evolving, leaving adolescents confused.
Through quizzes and mobile game-play, When You’re
Ready will educate the next generation about what
consent is and is not.
Sexual assaults and rapes are on the rise across
college campuses.
We reduce the incidents of sexual assault.
falling action:
what problem you are solving?
which aspect of the problem is troublesome for
your stakeholders?
what actions are impossible for your stakeholder
to take without your solution?
when using your solution, what actions will your
stakeholder take to address the challenge?
what do you want people to remember about your
solution?

21. set-up:
challenge:
rising action:
falling action:
the story-line breakdown:
conclusion:
what problem you are solving?
which aspect of the problem is troublesome for
your stakeholders?
what actions are impossible for your stakeholder
with out your solution?
what actions will your stakeholder take to address
the challenge by leveraging your solution?
what do you want people to remember about your
solution?

22. Luigi Mengato
ACTIVITY #5
GROUP EXERCISE

23. Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET
DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO
STAND OUT

24. your personal story establishes trust

25. WHY: your involvement is VERY relevant
JON_CF why you?
ACTIVITY #6

26. Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET
DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO
STAND OUT

27. Robert McGoldrick
WHO: segment your audience

28. 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

29. COLLEGE GUARDIANS
of teens
HIGH
SCHOOL
1 2 3 4
Jesse Millan
Pink Sherbert Photography
College Degrees 360
Oakley Originals
David Shankbone
DEMOGRAPHICS
MIDDLE
SCHOOL
ACTIVITY #7
• race
• religion
• educational attainment
• country of origin
• medical condition
• family dynamics
• issue / political affiliation
• etc
• age
• gender
• geography
• economic condition

30. Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET
DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO
STAND OUT

32. SPECIFIC
MEASURABLE
David Villarreal Fernandez
ATTAINABLE
RELEVANT
TIMELY
advocacyretentioncommitmentengagementawareness
ACTIVITY #8

33. 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
advocacyretentioncommitmentengagementawareness

34. advocacyretentioncommitmentengagementawareness

35. 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

36. `
*FAIL*
vent especially
about celebs
CUTE
how could you
not?
LOL =P
humorous
content
WT…?
strange
curious
411
dialed IN
OMG!
shocking
content
TONE OF VOICE

37. David Martyn Hunt
advocacyretentioncommitmentengagementawareness

38. NicolaNDo_4532
advocacyretentioncommitmentengagementawareness

39. • 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)
MONTHLY CAUSES

40. LINK 1 SUBJECT … TO EVERY MONTH

41. WHEN: how important is “time” or date?

42. CERTAIN TIMES ARE BETTER THAN OTHERS

44. MARTIN FISCH
advocacyretentioncommitmentengagementawareness

45. set-up
challenge
rising action
climax
falling action
conclusion
got a
SM
A
R
T
goal?
COURTNEY CARMODY
design a mini-campaign

46. Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET
DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO
STAND OUT

47. 90%
of INFORMATION
transmitted to the BRAIN is
VISUAL and visuals are
PROCESSED
60,000x FASTER
than TEXT.

48. IMAGES TELL A STORY

49. IMAGES TELL A STORY

50. IMAGES TELL A STORY

51. IMAGES TELL A STORY

52. FREE +
LOW COST
EDITING and
DESIGN
TOOLS
PicFrame
Phonto

53. ROXANNE READY
community-building happens in
both our virtual and virtuous worlds!

54.
posts with
VIDEO
attract
3x MORE
inbound links
than plain text

55. 80% RETENTION IF VIDEO IS < 1min

56. ARE YOU “FREELY” ALLOWED?
Alec Couros
ACTIVITY #9

57. SHARING CREATIVE CONTENT

58. WITH “FAIR USE”
USE YOUR PASSION TO BUILD AUDIENCE

59. 2014 #GRAMMYs
ALIGN WITH A CELEBRITY

63. Karissa Ann
HOW TO BE “HEARD” ABOVE THE NOISE
ACTIVITY #10

64. TORLEY
tap into the genius of your
group… what is:
• PERSONAL
• RELEVANT
• PRACTICAL
• ACTIONABLE
• CONVERSATIONAL
• with FRESH PERSPECTIVE
WHAT IS YOUR AUDACIOUS DREAM?

65. what makes YOU a “credible” source?
JD Hancock what is the “tone” of your voice
BE
(in)CREDIBLE!

66. Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET
DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO
STAND OUT

67. OLIVER TACKE
YOUR TURN! AUDIENCE PRESENATIONS
FINAL ACTIVITY

68. STAY IN TOUCH
info@PeerSpring.com