NEDA09: Social Media for Social Change
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Social Media for Social Change: Connecting Activists and Raising Awareness Online. Presented by Julie Neumann at the 2009 National Eating Disorder Association Conference. By connecting, communicating and collaborating, we can fight back and make a difference.
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NEDA09: Social Media for Social Change
- 1. Social Media for Social Change Connecting Activists & Raising Awareness Online Julie Neumann www.julieneumann.com NEDA Conference 09
- 2. Social Media: Conversing with the community
- 3. Social Change: Creating a cultural movement Winners of the 2009 and 2008 NOW Love Your Body Campaign
- 4. 95% of sufferers are between the ages of 12 and 25 1 25% of college-aged women binge and purge as a weight-management technique 1 40% of newly identified cases of anorexia are in girls 15-19 years old 2 75% of women 25-45 years old display disordered eating behaviors or symptoms 3 Demographics: Eating disorders & body image 1.) Renfrew 2.) NEDA 3.) SELF-UNC 3.)
- 5. Demographics: Internet users & social media Over 90% of 12-17 year olds are online 1 68% of 18-32 year olds and 82% of 33-44 year olds get health information online 1 65% of 12-17 year olds and 67% of 18-32 year olds use social networking sites 1 54% of adult women visit social networks at least once a day, Facebook is the favorite 2 1.) Pew 2.) Q Interactive
- 6. Social media demographics 1 Facebook: Largest network with 150 million users, 700 million photos uploaded monthly Twitter: 3.9 billion tweets, grew 752% in 2008, 65% are under 25 and 53% are female 2 YouTube: 13 hours of video are uploaded every minute, hosts 44% of all online videos, 75% of Internet users view videos online 51% of adult social network users have two or more online profiles, so don’t forget MySpace, Digg, Flickr, CafeMom, etc. Demographics: Internet users & social media 1.) New Media Lab 2.) Sysomos
- 7. 4.2 million results in Google for the term “pro-ana” Pro-ana sites increased 470% from 2006-2007 1 12.6% of 13-17-year-old girls in a 2009 Flemish study visited pro-ana sites 2 35.5% of diagnosed anorexics in a 2006 Stanford study had visited pro-ana sites 3 Pro-Ana: A social media success story 1.) Optenet Research 2.) Custers & Van den Bulck 3.) Wilson & Peebles
- 8. Thousands of groups and pages dedicated to pro-ana on Facebook, MySpace and Twitter 12,500 “thinspo” and 6,240 “pro ana” videos on YouTube LiveJournal still reigns ED social media Private pro-ana forums continue to prosper Pro-Ana: A social media success story
- 9. Perfect storm of powerful tech with teenage angst Keys to success Early adopters Powerful branding Supportive community Viral spread Continuing adaptation Take what works in pro-ana and apply it to positive awareness and activism Pro-Ana: A social media success story
- 10. Defining social media We are building our cloud of knowledge together Social media is a two-way conversation Conversation allows you to Create Share Collaborate
- 11. Quality over quantity Remember your audience Always be authentic Three guiding principles of social media
- 12. Listen and learn Plan your brand Join the conversation Create content to connect Nurture your community Build your buzz Steps to social media engagement
- 13. Familiarize yourself with the social web Decide what your social media objectives will be Develop a flexible strategy for success Establish your basic tool box: Keywords RSS feed Google Alerts Step 1: Listen and learn
- 14. Do brainstorm a unique voice Do have a vision but plan to evolve Don’t follow the crowd Establish your presence on: Facebook MySpace LinkedIn Step 2: Plan your brand
- 15. Do reach out to individuals Don’t make it all about you Establish your presence on: Change.org, Care2 and specialty networks Blog like Wordpress or Tumblr Twitter Digg Step 3: Join the conversation
- 16. Do share valuable information Do contribute original content Don’t be a copy machine Establish your presence on: Flickr YouTube Podcasts Wordpress, Tumblr, etc. Step 4: Create content to connect
- 17. Do collaborate and evangelize Don’t just sell a product or promote yourself Do organize events both online and in real life Remember, it’s social media Maximize your productivity: Tools and apps Metrics and ROI Keywords and SEO Step 5: Nurture your community
- 18. Do innovate and experiment Don’t limit yourself Do link it all together Have fun! Step 6: Build your buzz
- 19. Custom API with social media promotion Experimentation Innovation Interaction Roughly 3,000 submissions and 2,000 new email addresses collected in two weeks Social Success: HSUS LOLSeals
- 20. Launched in 2004, still going strong in 2009 Dove Evolution viral film won Ad Grand Prix at 2007 Cannes and has over 12 million views on YouTube But is it authentic? More ad/PR than social media. Social Success: Dove Real Beauty Campaign
- 21. 344,170 MySpace friends 46,587 Facebook fans 41,171 Twitter followers 640,608 YouTube views Why? It’s unique and real. Social Success: To Write Love On Her Arms
- 22. Pick a focus Promote healthy body image Counter pro-ana and thin ideal Educate public on eating disorder issues Support those with eating disorders Support those in recovery What do you believe in? Where do you want to end up? Who do you want to reach? How can the community support your idea? How can you support the community? Social Success: Are you next?
- 23. The sky is the limit, join the cloud. NEDA Conference 2009 Social Media for Social Change Julie Neumann www.julieneumann.com [email_address] www.twitter.com/julie_anna www.facebook.com/julieneumann www.flickr.com/julieanna