Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
21st century leadership training
Social Media. Social Justice. Social Change.
Lee Fox
01/21/16MKHMARKETING
USA
Australia
Canada
Finland
Japan
S. Korea
source: World Economic Forum
SOCIAL ENTREPRENEURSHIP
Communication Plan
Community
Philip Wilson
BUILDING YOUR PLAN
STORY-TELLING WITH TRANSMEDIA
8,333 vine videos
shared (and upload
12M to Twitter!)
`
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
writer, videographer,
photographer,
animator
short-form writer,
intervi...
Online behaviors of young
adults:
Survey:
• 1,276 (13-to-34 yr olds)
• September 2015
source: Yconic
To be an influencer, 
...
the 60-30-10 rule
ZHAO !
CREATOR CURATOR
INFLUENCER
unique
knowledge
SUPPORTER
trusted
resource
who hits your TOP 60 list?
NATIONAL GUARD
ACTIVITY #3
LIST ALL THE PLACES ONLINE WHERE YOU FIND
SHAREABLE CONTENT 

“THAT YOU TRUST”
how to find people in your conversation?
Be aware of
keywords and
hash-tags.
POWER OF HASHTAGS + KEYWORDS
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
HOW TO 

STAND OUT
set-up
challenge
rising action
climax
falling action
conclusion
understand
the
beats
COURTNEY CARMODY
there is an art-form...
Let’s look at an example from Foshay’s portfolio!
set-up:
“Affirmative consent” is confusing to teens.
challenge:
rising action:
conclusion:
when you’re ready:
Laws on sexua...
set-up:
challenge:
rising action:
falling action:
the story-line breakdown:
conclusion:
what problem you are solving?
whic...
Luigi Mengato
ACTIVITY #5
GROUP EXERCISE
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO 

STAND OUT
your personal story establishes trust
WHY: your involvement is VERY relevant
JON_CF why you?
ACTIVITY #6
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO 

STAND OUT
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...
COLLEGE GUARDIANS
of teens
HIGH

SCHOOL
1 2 3 4
Jesse Millan
Pink Sherbert Photography
College Degrees 360
Oakley Original...
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO 

STAND OUT
SPECIFIC
MEASURABLE
David Villarreal Fernandez
ATTAINABLE
RELEVANT
TIMELY
advocacyretentioncommitmentengagementawareness
A...
Jason Howie
LONG FORM:
* Blogs / Podcasts / Newsletters
* Video / Billboards
* Live Events / Presentations
SHORT FORM:
* P...
advocacyretentioncommitmentengagementawareness
funny stuff
random stuff
stuff you’re doing
stuff w/ friends
where you’re at
school stuff
family stuff
health
religion
pol...
`
*FAIL*
vent especially

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

curious
411 

dialed ...
David Martyn Hunt
advocacyretentioncommitmentengagementawareness
NicolaNDo_4532
advocacyretentioncommitmentengagementawareness
• Cervical Health Awareness Month

• National Birth Defects Prevention

• National Folic Acid Awareness Week
(second week ...
LINK 1 SUBJECT … TO EVERY MONTH
WHEN: how important is “time” or date?
CERTAIN TIMES ARE BETTER THAN OTHERS
MARTIN FISCH
advocacyretentioncommitmentengagementawareness
set-up
challenge
rising action
climax
falling action
conclusion
got a
SM
A
R
T
goal?
COURTNEY CARMODY
design a mini-campai...
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO 

STAND OUT
90% 

of INFORMATION
transmitted to the BRAIN is
VISUAL and visuals are
PROCESSED 

60,000x FASTER 

than TEXT.
IMAGES TELL A STORY
IMAGES TELL A STORY
IMAGES TELL A STORY
IMAGES TELL A STORY
FREE + 

LOW COST
EDITING and
DESIGN
TOOLS
PicFrame
Phonto
ROXANNE READY
community-building happens in
both our virtual and virtuous worlds!


posts with 

VIDEO 

attract 

3x MORE 

inbound links 

than plain text
80% RETENTION IF VIDEO IS < 1min
ARE YOU “FREELY” ALLOWED?
Alec Couros
ACTIVITY #9
SHARING CREATIVE CONTENT
WITH “FAIR USE”
USE YOUR PASSION TO BUILD AUDIENCE
2014 #GRAMMYs
ALIGN WITH A CELEBRITY
Karissa Ann
HOW TO BE “HEARD” ABOVE THE NOISE
ACTIVITY #10
TORLEY
tap into the genius of your
group… what is:
• PERSONAL
• RELEVANT
• PRACTICAL
• ACTIONABLE
• CONVERSATIONAL
• with ...
what makes YOU a “credible” source?
JD Hancock what is the “tone” of your voice
BE
(in)CREDIBLE!
Ramotion Studio
CONTENT
PERSONAL
RELEVANCE
TARGET 

DEMOGRAPHIC
SOCIAL TOOLS
TIMING AND
CONSISTENCY
HOW TO 

STAND OUT
OLIVER TACKE
YOUR TURN! AUDIENCE PRESENATIONS
FINAL ACTIVITY
STAY IN TOUCH
info@PeerSpring.com
Social Media for Student Social Entrepreneurs
Social Media for Student Social Entrepreneurs
Social Media for Student Social Entrepreneurs
Social Media for Student Social Entrepreneurs
Social Media for Student Social Entrepreneurs
Nächste SlideShare
Wird geladen in …5
×

Social Media for Student Social Entrepreneurs

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.

  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Social Media for Student Social Entrepreneurs

  1. 1. 21st century leadership training Social Media. Social Justice. Social Change. Lee Fox 01/21/16MKHMARKETING
  2. 2. USA Australia Canada Finland Japan S. Korea source: World Economic Forum
  3. 3. SOCIAL ENTREPRENEURSHIP
  4. 4. Communication Plan Community Philip Wilson BUILDING YOUR PLAN
  5. 5. STORY-TELLING WITH TRANSMEDIA 8,333 vine videos shared (and upload 12M to Twitter!)
  6. 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. 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. 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. 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. 10. the 60-30-10 rule ZHAO ! CREATOR CURATOR INFLUENCER unique knowledge SUPPORTER trusted resource
  11. 11. who hits your TOP 60 list?
  12. 12. NATIONAL GUARD ACTIVITY #3 LIST ALL THE PLACES ONLINE WHERE YOU FIND SHAREABLE CONTENT 
 “THAT YOU TRUST”
  13. 13. how to find people in your conversation? Be aware of keywords and hash-tags.
  14. 14. POWER OF HASHTAGS + KEYWORDS
  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? 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. 17. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY HOW TO 
 STAND OUT
  18. 18. set-up challenge rising action climax falling action conclusion understand the beats COURTNEY CARMODY there is an art-form to story-telling
  19. 19. Let’s look at an example from Foshay’s portfolio!
  20. 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. 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. 22. Luigi Mengato ACTIVITY #5 GROUP EXERCISE
  23. 23. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY HOW TO 
 STAND OUT
  24. 24. your personal story establishes trust
  25. 25. WHY: your involvement is VERY relevant JON_CF why you? ACTIVITY #6
  26. 26. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY HOW TO 
 STAND OUT
  27. 27. Robert McGoldrick WHO: segment your audience
  28. 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. 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. 30. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY HOW TO 
 STAND OUT
  31. 31. SPECIFIC MEASURABLE David Villarreal Fernandez ATTAINABLE RELEVANT TIMELY advocacyretentioncommitmentengagementawareness ACTIVITY #8
  32. 32. 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
  33. 33. advocacyretentioncommitmentengagementawareness
  34. 34. 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
  35. 35. ` *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
  36. 36. David Martyn Hunt advocacyretentioncommitmentengagementawareness
  37. 37. NicolaNDo_4532 advocacyretentioncommitmentengagementawareness
  38. 38. • 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
  39. 39. LINK 1 SUBJECT … TO EVERY MONTH
  40. 40. WHEN: how important is “time” or date?
  41. 41. CERTAIN TIMES ARE BETTER THAN OTHERS
  42. 42. MARTIN FISCH advocacyretentioncommitmentengagementawareness
  43. 43. set-up challenge rising action climax falling action conclusion got a SM A R T goal? COURTNEY CARMODY design a mini-campaign
  44. 44. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY HOW TO 
 STAND OUT
  45. 45. 90% 
 of INFORMATION transmitted to the BRAIN is VISUAL and visuals are PROCESSED 
 60,000x FASTER 
 than TEXT.
  46. 46. IMAGES TELL A STORY
  47. 47. IMAGES TELL A STORY
  48. 48. IMAGES TELL A STORY
  49. 49. IMAGES TELL A STORY
  50. 50. FREE + 
 LOW COST EDITING and DESIGN TOOLS PicFrame Phonto
  51. 51. ROXANNE READY community-building happens in both our virtual and virtuous worlds!
  52. 52. 
 posts with 
 VIDEO 
 attract 
 3x MORE 
 inbound links 
 than plain text
  53. 53. 80% RETENTION IF VIDEO IS < 1min
  54. 54. ARE YOU “FREELY” ALLOWED? Alec Couros ACTIVITY #9
  55. 55. SHARING CREATIVE CONTENT
  56. 56. WITH “FAIR USE” USE YOUR PASSION TO BUILD AUDIENCE
  57. 57. 2014 #GRAMMYs ALIGN WITH A CELEBRITY
  58. 58. Karissa Ann HOW TO BE “HEARD” ABOVE THE NOISE ACTIVITY #10
  59. 59. TORLEY tap into the genius of your group… what is: • PERSONAL • RELEVANT • PRACTICAL • ACTIONABLE • CONVERSATIONAL • with FRESH PERSPECTIVE WHAT IS YOUR AUDACIOUS DREAM?
  60. 60. what makes YOU a “credible” source? JD Hancock what is the “tone” of your voice BE (in)CREDIBLE!
  61. 61. Ramotion Studio CONTENT PERSONAL RELEVANCE TARGET 
 DEMOGRAPHIC SOCIAL TOOLS TIMING AND CONSISTENCY HOW TO 
 STAND OUT
  62. 62. OLIVER TACKE YOUR TURN! AUDIENCE PRESENATIONS FINAL ACTIVITY
  63. 63. STAY IN TOUCH info@PeerSpring.com

×