Using Social Media to Mobilize Young People

USING SOCIAL MEDIA TO
MOBILIZE YOUNG PEOPLE
MIKE NEDELKO
DIGITAL CONSULTANT (TECH & DIGITAL MEDIA )
linkedin.com/in/mnedelko/

1.1 POP-QUIZ
LEVELING THE
SOCIAL MEDIA
PLAYING FIELD
mike@hunting-cool.com linkedin.com/in/mnedelko/

PLEASE USE YOUR
SIGNS TO VOTE
THE ANSWER

Which of the following are NOT all Social Media tools?
A. Twitter, Facebook, Pinterest, QQ, RenRen,
Instagram, LinkedIn…
B. Ren Ren, Instragram, Hi5
C. Pen Pals, Face-Swap, Tuck Tuck
QUESTION 1
D. Pulse, Vine, SoundCloud

YOU HAVE TO ASK YOURSELF
• WHO uses these platforms
• WHY do they use them?
• WHAT do they share on them?

A. A megaphone
When young people were asked to liken their use of Social Media sites to
inanimate objects, which object did they think was most like Facebook?
B. A mirror
C. An address book
D. A photo album
QUESTION 2

FACEBOOK IS A MIRROR
“Young people are doing things on Facebook. They
are dancing in front of digital mirrors. They are
patting their friends on their digital backs. They are
increasing the strength of their relationships through
sharing. They are consuming and producing cultural
artifacts that position them within society. They are
laughing, exploring and being entertained.”
- Danah Boyd: The Principal Researcher at Microsoft
Research

A. 120
You are writing a message on Twitter – what is the maximum
number of characters you can use?
B. 140
C. 160
D. None of the above
QUESTION 3

WHAT DO WE USE TWITTER FOR?
• TWITTER is the megaphone.
• "Tweets.”: Micro messages that are
limited to 140-characters.
• Sharing life as it happens in real time.

A. Share links on Twitter.
What do people post about on Twitter most?
B. Message with friends on a 1:1 basis.
C. Upload and share photos.
D. Post comments about daily activities.
QUESTION 4

TWITTER IN PLAIN ENGLISH
http://www.youtube.com/watch?v=jGbLWQYJ6iM

TWITTER VS FACEBOOK
Brand
Ambassadors
for your
organization
Information
propagators
for your
organization

A. Like content on the ‘News Feed’.
What is the most popular activity on Facebook?
B. Message with friends on a 1:1 basis.
C. Upload and share photos.
D. Share links to articles, videos, web-
sites.
QUESTION 5

OR AS WE FROM THE I-NET SAY …

A. North-America, Europe, Asia-Pacific, Latin
America, Middle East & Africa
If you had to order regions by the number of Facebook users
– which of the following rankings would be correct?
B.
C.
D.
Europe, North-America, Asia-Pacific, Latin
Asia-Pacific, Europe, North-America, Latin
North-America, Latin-America, Europe, Asia-
Pacific, Middle East & Africa
QUESTION 6

A.
What have Facebook shares, Re-tweets, TV-/ magazine
interviews in common?
B.
C.
D.
They reach the same amount of people on
average.
They are ‘earned’ media, because you don’t
have to pay for them.
They cost an average of $1.60 per impression.
Each of these involve images which have a
share ratio of 6.8 per post.
QUESTION 7

WHAT IS EARNED MEDIA?
Paid Owned Earned
Print, Television,
Radio, Magazines,
Cinema, Outdoor,
Banners, Direct mail,
Search…
Brochure, company
website, Mobile Apps
etc.
Facebook shares, Re-
tweets, Youtube,
Instagram, PR
coverage, Forums
STRANGERS CONSTITUENCY FANS

1.2 THE WORKSHOP

STRATEGY to tie your Social Media to our organizational goals.
UNDERSTAND YOUR AUDIENCE in a Social Media World
TACTICS that will maximize your impact with the right crowd.
CAMPAIGN DESIGN that will make people WANT to share
your messages for you.
THE STRUCTURE

1.3 MOBILIZING YOUNG
PEOPLE

WHAT WE ARE DOING TODAY
SOCIAL
MOVEMENT
THEORY
SOCIAL
MEDIA
MARKETING
“The process of MOBILIZING people through
ideas and meaning.”
“The practice of INFLUENCING
people through WORD-OF-MOUTH online.”
“MOBILIZING YOUNG PEOPLE THROUGH SOCIAL MEDIA”

NOT A NEW CONCEPT
SOURCE: http://hij.sagepub.com/content/12/2/120.abstract
“Social movements rely on a shared
understanding of some problematic
condition or situation people define as in
need of change. The movement makes
attributions regarding who or what is to
blame, articulate an alternative set of
arrangements, and urge others to act in
concert to affect change.” - Goffman
“Help individuals locate, perceive, identify and label
issues within their own life space. This helps them to
render events or occurrences meaningful and thereby
function to organize and guide action”.

THE PROCESS OF MOBILIZING
!!
!
CONDENSE
ACTION
FRAMEWORK SPREAD

INFORMATION
YOUNG PEOPLE ORGANIZATION
RELEVANCE
INFLUENCE
SHARE

1.4 INFLUENCING YOUNG
PEOPLE THROUGH
SOCIAL MEDIA

THE WAY WE COMMUNICATE
15 YEARS AGO 10 YEARS AGO TODAY
WORD-OF-MOUTH

WORD-OF-MOUTH
WORD - OF - MOUTH
“What Social Media does is this: It takes your
basic word-of-mouth process and multiplies
both: its velocity and its reach.”
“…” “…”

RELATIONSHIP-BASED
RELEVANCE
TRUST
RELATIONSHIP

BECAUSE THEY WANT TO
YOUNG PEOPLE will not spread your
message for you because YOU TELL
THEM TO, but because they WANT to.
The days of pushing out messages in the
hope that ‘someone’ will click on it are
gone.

EXERCISE 1 - STRATEGY
ORGANIZATIONAL GOALS TARGET: -- STOP -- STRATEGY: TACTIC 1: TACTIC 2: TACTIC 3:
SOCIALMEDIAOBJECTIVES
ALIGNING SOCIAL MEDIA WITH ORGANIZATIONAL GOALS - (WORKSHEET 1)
ORGANIZATION: YOUTH LEAD
PLEASECOMPLETEWORKSHEET2BEFOREYOU
PROCEEDTOSTRATEGIES

1.5 CASE-STUDY 1
SOCIALISING YOUR
STRATEGY

SOCIAL MEDIA IS NOT A
GOAL…
‘LIKES’ ARE NOT GOALS
FACT

THE REAL QUESTION IS
HOW CAN SOCIAL MEDIA HELP ?
HOW CAN SOCIAL MEDIA HELP ?

ORGANIZATIONAL GOALS
Incease testing amongst young MSM
PROCEEDTOSTRATEGIES

TARGETS & SOCIAL MEDIA
SPECIFIC VALUE
ASSIGNED TO AN OBJECTIVE
WITH A FINITE TIME FRAME
VALUE
☑

CASE-STUDY 1: ADAM’s LOVE
Enrol 100 MSM in a quarterly
testing program
PROCEEDTOSTRATEGIES

STRATEGY & SOCIAL MEDIA
“The campaign comprised of a social media campaign that drove traffic to
supplementary content available on a website aiming to encourage MSM in
Thailand to adopt safer sexual practices and get HIV tested every three months. The
campaign features Thai celebrities as role models, fashion photography designed to
increase HIV/AIDS awareness and testing, a preventive approach regarding safer sex
practices, a membership club program offering incentives for three-monthly HIV
testing, over 80 expert advice videos, and integrated social media and web message
boards for health advice. The campaign is linked with the Anonymous Clinic at the
Thai Red Cross AIDS Research Centre to make HIV testing accessible.”

CASE-STUDY 1: ADAM’s LOVE
Enrol 100 MSM in a quarterly
testing program
Launch an online
campaign
Use celebrities
Use Social Media
to reach young
MSM
Create
edutainment
website
ORGANIZATION:
PROCEEDTOSTRATEGIES

TACTICS & SOCIAL MEDIA
MEANS to carry out the strategy
TOOLS to carry out the strategy
METHODS to carry out the strategy
EVENT TV
SOCIAL
MEDIA
IMAGE VIDEO ADS

SOMETHING IMPORTANT
E-MAIL
STRATEGY ?
PHONE
STRATEGY ?

2. SHAPING YOUR
STRATEGY

WHAT WE’VE LEARNED SO
FAR
INFLUENCE requires lateral engagement via WORD-OF-MOUTH
WORD-OF-MOUTH requires TRUST & RELEVANCE
TRUST & RELEVANCE requires UNDERSTANDING your audience

DEFINING YOUR AUDIENCE
EDUCATIONAGE INCOME ETHNICITY &
GENDER
21YEARS
18YEARS
15YEARS
INTERESTS ATTITUDES BEHAVIORS
+
-
?
GROUP1GROUP2GROUP3
GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC

2.2 USING SOCIAL MEDIA
TO UNDERSTAND YOUR
AUDIENCE

USER
ACTIVITY
CORPORATE
ACTIVITY
USER
PROFILING
BETTER RESULTS ARE POSSIBLE

SM – A RESEARCH TOOL
“WE SELF-IDENTIFY ON SOCIAL MEDIA”

A PRACTICAL GUIDE
GEOGRAPHIC PPT EXPORT EXCEL EXPORT
Mapping Age Language City Gender Interests Behaviors Attitudes
SIMPLY MEASURED FREE
TRUE SOCIAL METRICS $9 14 DAYS
SOCIAL BRO $12 12 DAYS
TWENTY FEET FREE
TWEEPS MAP FREE
TWENTY FEET FREE
PORTWITTURE.COM FREE
TWEROID.COM FREE
COST PER
MONTH
FREE
TRIAL
FACEBOOK
DEMOGRAPHIC PSYCHOSOCIAL
CAPTURED INFORMATION
TWITTER
FUNCTIONALITY
ANNEX 2 - ONLINE RESOURCE SUMMARY - AUDIENCE ANALYSIS
TOOLS

3 OPTIONS
INVEST in an Advanced Social Networking Monitoring Tool
MIX of free and paid tools
A COMBINATION of FREE TOOLS
A
B
C

THE GRUNIG MODEL
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
NATIONAL/ REGIONAL LEVEL
DEMOGRAPHIC
PSYCHOGRAPHIC
COMMUNITY
SITUATIONAL
INDIVIDUAL

© 2013 Mike Nedelko
HOW MANY people are using Social Media
WHICH tools are they using?
WHAT does the HIV epidemic look like in your country?
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
1

SOCIAL BAKERS
http://www.socialbakers.com/

DEMOGRAPHIC / PSYCHOSOCIAL
DEMOGRAPHIC
PSYCHOGRAPHIC
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
1
3
2

DEMOGRAPHIC
http://simplymeasured.com/free-social-media-tools

PSYCHOGRAPHIC
http://simplymeasured.com/free-social-media-tools

COMMUNITY
COMMUNITY
SITUATIONAL
INDIVIDUAL
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
1
3
2

INFLUENCERS ONLINE
https://www.youtube.com/watch?v=NokEE3I4z0Y

TOP INFLUENCERS
3
3
3
3
3
4
4
6
7
8
sydney
money
lgbt
thailand
travel and tourism
gay lesbian and…
food
video
music
photography
Top Klout Topics

2.3 SELECTING THE
RIGHTS SOCIAL MEDIA
TACTICS

SELECTING TACTICS
- Select Social Media activities that will resonate with
your audience.
- Design your message in a way that ensures people
WANT to share it with their friends

IMPACT/EASE WORKSHEET 3
Activity Effectiveness - Impact/Ease
Impact Ease Impact
1 10
2 9
3 8
4 7
5 6
6 5
7 4
8 3
9 2
10 1
0 1 2 3 4 5 6 7 8 9 10
Ease

A SAMPLE CAMPAIGN
Increase young people’s visibility and
participation at this year’s World AIDS
Day Celebration in Bangkok.
Ensure meaningful participation
of 200 young people.
PLEASEANALYZEYOURAUDIENCEBEFOREYOU
DETERMINEYOURSTRATEGY

1. START: GRUNIG MODEL
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
DEMOGRAPHIC
PSYCHOGRAPHIC
COMMUNITY
SITUATIONAL
INDIVIDUAL
1
2
3

A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
1
2
3
- One of the most affected KAP are MSM
- THAILAND’S favourite Social Media is FACEBOOK
- TWITTER is LESS PROMINENT

DEMOGRAPHIC LEVEL
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
1
3
2
- LARGEST GROUP of FACEBOOK USERS are between 18 and 24 years

PSYCHOGRAPHIC LEVEL
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
1
3
2
• A truly randomized, cross-sectional survey revealed that 7% of young
adult men had sex with another man, but only 1.1% only had sex with
men
• In all MSM, 83% identified as heterosexual, i.e. desiring women only.
• Even in exclusive MSM, only 21% said they desired men exclusively and
31% both men and women, meaning that nearly half (48%) of men who’d
in fact only ever had male partners said they actually preferred women.
Rangsin R et al. The recent impact of MSM on the prevalence of HIV-1 among
young men in Thailand. Nineteenth International AIDS Conference,
Washington DC. Abstract THAC0303. 2012.

PSYCHOGRAPHIC LEVEL
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
1
3
2
19
10
6
10
6
1 1
5
0
2
4
6
8
10
12
14
16
18
20
#Profiles
Audience Profile Analysis: Top Keywords
3
3
3
3
3
4
4
6
7
8
sydney
money
lgbt
thailand
travel and tourism
gay lesbian and bisexual
food
video
music
photography
Top Klout Topics
- Top 10 KEY-WORDS
- Top 10 TOPICS

COMMUNITY/ INDIVIDUAL LEVEL
A
B
C
MACRO
(GENERIC)
MICRO
(SPECIFIC)
1
3
2

3. IMPACT
Impact Ease
1 Pride-parade and party at Siam Paragon 8 10
2 Publish promotional sticker on LINE 7 9
3 Facebook/ Instagram photo competition 5 8
4 Video campaign about gender mainstreaming 9 7
5 Celebrity Video advertisement 10 6
6 Record a Gay-Rights anthem 8 5
7 Hold in-school workshops 7 4
8 Online petition to lobby policy change 4 3
9 Young MSM - art exhibition 6 2
10 "Gaytorade" – a theatre play about discrimination, rights and empowerment 10 1
0 1 2 3 4 5 6 7 8 9 10
Ease
Impact

3. EASE
Impact Ease
1 Pride-parade and party at Siam Paragon 8 10
2 Publish promotional sticker on LINE 7 9
3 Facebook/ Instagram photo competition 5 8
4 Video campaign about gender mainstreaming 9 7
5 Celebrity Video advertisement 10 6
6 Record a Gay-Rights anthem 8 5
7 Hold in-school workshops 7 4
8 Online petition to lobby policy change 4 3
9 Young MSM - art exhibition 6 2
10 "Gaytorade" – a theatre play about discrimination, rights and empowerment 10 1
0 1 2 3 4 5 6 7 8 9 10
Ease
Impact
ity Effectiveness - Impact/Ease
Impact Ease
e-parade and party at Siam Paragon 8 8 10 5 10
sh promotional sticker on LINE 7 7 9 4
book/ Instagram photo competition 5 9 8 6 1
o campaign about gender mainstreaming 9 5 7 2 7
brity Video advertisement 10 1 6 9
rd a Gay-Rights anthem 8 2 5 3
in-school workshops 7 9 4 8
ne petition to lobby policy change 4 10 3
g MSM - art exhibition 6 6 2
ytorade" – a theatre play about discrimination, rights and empowerment 10 3 1
0 1 2 3 4 5 6 7 8 9 1
Ease
Impact

4. MATRIX
Impact Ease
1 Pride-parade and party at Siam Paragon 8 8 10 5 10
2 Publish promotional sticker on LINE 7 7 9 4
3 Facebook/ Instagram photo competition 5 9 8 6 1
4 Video campaign about gender mainstreaming 9 5 7 2 7
5 Celebrity Video advertisement 10 1 6 9
6 Record a Gay-Rights anthem 8 2 5 3
7 Hold in-school workshops 7 9 4 8
8 Online petition to lobby policy change 4 10 3
9 Young MSM - art exhibition 6 6 2
10 "Gaytorade" – a theatre play about discrimination, rights and empowerment 10 3 1
0 1 2 3 4 5 6 7 8 9 10
Ease
Impact

5. STRATEGY DECISION
Pride march and
party at Siam
Paragon
- STRATEGY: “Pride-parade and party at Siam paragon”

6. TACTICS
Pride march and
party at Siam
Paragon
Facebook campaign to
promote event
Approach INFLUENCERS and
likeminded Fan-Pages to promote
event to their networks.
Blog-page dedicated to the event
containing registration opportunity &
supplementry content
TACTIC 1: “Facebook campaign to promote event”
TACTIC 2: “Approach INFLUENCERS and likeminded Fan-Pages to promote event to
their networks.”
TACTIC 3: “Blog-page dedicated to the event containing registration opportunity &
supplementary content.”

3. IMPLEMENTATION
TACTICS & DESIGN

WHAT WE’VE LEARNED SO FAR
DEMOGRAPHIC
PSYCHOGRAPHIC
COMMUNITY
SITUATIONAL
INDIVIDUAL
INFLUENCE requires WORD-OF-MOUTH
WORD-OF-MOUTH requires TRUST & RELEVANCE
TRUST & RELEVANCE requires UNDERSTANDING your audience
UNDERSTANDING your audience is a prerequisite for selecting
your TACTICS

THE WHAT AND HOW
EVENT TV
SOCIAL
MEDIA
IMAGE VIDEO ADS

3.1 WHAT YOU CAN DO
ON SOCIAL MEDIA

ADVERTISING
PLEASE ENTER
YOUR KEY-
WORDS HERE.

COST PER CLICK
FOR
ORGANIZATION THE USER
ONLY HAS TO
PAY
THE ADVERTISER EACH TIME
CLICKS
ON THE
ADVERTISEMENT

GOOGLE ADVERTISING
FACEBOOK GOOGLEVS

ADVERTISING – HOW TO
WATCH AT HOME

PROMOTIONS
QUIZES: 79% of people starting a quiz complete it
CONTESTS: Lets your audience create CONTENT for you
SWEEPSTAKES: Particularly useful to expand your fan-base.
PERKS: Promotion through influencers.
WIN

SWEEPSTAKES
SWEEPSTAKES: Particularly useful to expand your fan-base.WIN
https://www.facebook.com/redbull/app_113185218710496

PERKS & INFLUENCERS

KLOUT FOR GOOD
GOOD@KLOUT.COM

CAUTION WITH PROMOTION
CONSIDER THE PAGE TERMS FIRST

3.2 DESIGNING
CONTENT FOR EARNED
MEDIA (VIRAL)

YOUR AUDIENCE
AMPLIFICATION
PARTNER
ORGANIZATIONS’
AUDIENCE:

MAKING THINGS “VIRAL”
1500
! Success !

NEVER ASSUME that people will care about an issue just because
you think it it important
GIVE PEOPLE A REASON to WANT TO SHARE the message
FIND THE REMARKABILITY IN YOUR MESSAGE
GOING VIRAL
REASO
N
☑

SOCIAL CURRENCY
http://artofthetrench.com/

TRIGGERS - CASE
https://www.youtube.com/watch?v=kfVsfOSbJY0

STORY AND EMOTIONS HELP
VS
!
!
!
STRUCTURE and SORT
UNDERSTAND
RELATE
STORY & EMOTIONS HELP OTHER MEDIA FORMATS
TOO TECHNICAL
STRUCTURED FOR ACADEMIA
HARD TO ENGAGE WITH

STORY AND EMOTIONS
“STORIES ARE OUR UNIVERSAL STOREHOUSE OF KNOWLEDGE,
BELIEFS, VALUES, ATTITUDES, PASSION, IMAGINATION AND VISION.” –
Harvard Business School
“TIME AND TIME, when faced with the task to persuade a group of
managers or front-line staff in a large organization to get enthusiastic about
a major change or mobilize around a certain issue, storytelling was the only
thing that worked.” – WORLD BANK, Steven Denning

STORY AND EMOTIONS
http://youtu.be/rS4Lb-ie4Lc

PUBLICLY ACCESSIBLE
KEEP IT < 90 CHARACTERS
ADD A LINK TO POINT USERS TO CONTENT
INCLUDE A PICTURE
NEWS YOU CAN USE & PRACTICAL VALUE

CALL TO ACTION
AVENUE FOR
ACTION

FREE FOR EVERYONE WHO SIGNED IN…

WHAT WE HAVEN’T COVERED
ADVERTISING
ANALYTICAL TOOLS
POLICY FRAMEWORKS
TO-DO
TO-DO
TO-DO

THANK YOU !
THANK
YOU !
TO-DO
TO-DO

FOR SUPPLEMENTRY MATERIALS AND
CONTACT INFORMATION PLEASE VISIT:
TO-DO
TO-DO
http://hunting-cool.com/2013/12/02/social-media-mobilise/

Using Social Media to Mobilize Young People

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