Karalee Evans Sarah Shiell Utilising Social media to educate, engage and empower young people QuickTime™ an d a H.264 de compressor are need ed to see this p icture . What is headspace? headspace is Australia’s National Youth Mental Health Foundation and was established in 2006 by the then Howard Government. The Rudd Government has committed to a further three years of funding for headspace. The aim of headspace is to reduce the burden of disease amongst young people aged 12–25 caused by mental health and related substance use problems. • 30 headspace centres across Australia • www.headspace.org.au • headspace National Priorities: • Social Marketing Strategy • Centre for Excellence • Education and Training What is Social Media? At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many). Social media can take many different forms, including Internet forums, weblogs, social blogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture-sharing, vlogs (video logs), wall- postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. Social media applications include communication (facebook, myspace, twitter, blogs), collaboration (wiki, delicious), multi-media (youtube, flickr) and entertainment (secondlife, world of warcraft). Why is headspace using social media? headspace has been established for 12-25 year old Australians (Generation Y) Generation Y are using social media, and to date have been the biggest adopters of new technology - they are truly the tech generation. Social media allows headspace to engage with young Australians in an exclusive and meaningful way, appealing to their need for information and contributing to their connectedness online. Specifically for headspace, we know that one in five young people access the Internet for help, with a greater percentage of young males seeking assistance online. How did we get social? Steps to getting headspace social: -Identify goals and objectives -Conduct SWOT and risk analysis -Consult with youth reference group -Confirm policy and risk management strategy -Develop key organisational messaging: not PUSH -Develop strategy and implement … start small, learn from feedback and get social! headspace’s YouTube YouTube: You can brand your channel You can optimise links between your social media strategy YouTube: People can comment on your videos Key words optimise people finding your videos Evaluation: YouTube Insights Viewer stats Demographics Frequency Reach Retainment What happens on facebook? facebook: You can brand your channels Group Cause Fan page Page Application headspace’s Facebook facebook: You can brand your channel headspace currently has 4529 members of our cause. This is currently growing by one new member each hour. facebook: People comment on walls and discussion boards Organic conversation Peer to peer interaction headspace to audience interaction facebook: You can create an application People can then display this on their pages and forward/interact organically with their peer networks facebook: headspace created an application to launch our major advertising campaign ‘gifts’ featured elements of our campaign and proved to be popular headspace’s MySpace headspace’s MySpace MySpace: You can brand your page You can optimise links between your social media strategy You can feature videos, pictures and static content What happens on Twitter? headspace’s Twitter You can brand your page Very much a conversationalist channel which needs to be two-way, not ‘push’ headspace is growing this channel organically, and does not seek out people, they come to us. What are the risks? SWOT Analysis Social Me dia Strategy - headspace Strengths We akne sse s Direct channel to target audience Time intensive to manage and moderate Reach of numbers of target audience Training required to operate functionality Low cost to implement and manage Low profile to key influencers (Board, Government) Viral nature of communities Brand dilution through headspace operations across multiple Strong understanding of medium internally platforms Willingness to adopt new medium Youth ambassadors are virtu al guardians Opportunitie s Thre ats Opportunity to engage and empower Loss of control of brand and messaging Opportunity to make brand relevant Third party dispute in public online environment Manage message directly Threatening behaviour in public online environment Organically grow supporters of brand Third part harm from negative/defamatory commentary Direct audience to headspace website High risk contact outside of business hours Increase access to help Increase help-seeking behaviour What do you need in a policy? headspace operates within a sensitive area - youth mental health Clear social media policies are required to guide our interaction online with our audience, including the distinction on when to ‘moderate’ and when not to. Recently high profile organisational social media policies have been launched such as Telstra’s 3 R’s of Social Media Engagement. The key to ensuring your social media strategies are to be successful is the understanding that it is a mechanism to engage, not ‘push’ information. Fundamentals of Social Media Policies - http://laurelpapworth.com What are the local applications? headspace’s website How do we know it’s working? • From June 1, 2008 to date, facebook is headspace’s 4th top referrer to the website • headspace’s facebook cause has new member join every hour • Through promoting a survey on facebook and MySpace pages, headspace received 1259 responses in a period of 2 weeks • In March 2009, headspace had over 60,000 visitors to the website • 64% of headspace’s YouTube video’s are being viewed by the target audience (13 – 24 year olds) • Since implementation, headspace can count on one hand the number of ‘risk’ incidents. Organic growth – not manufactured. Majority of ‘top recruiters’ not headspace affiliated Visits 10000 20000 30000 40000 50000 60000 70000 0 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 month Feb-08 Monthly website visits Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Getting young people involved – hY NRG • 28 young people between 16-25 years Diverse mix: • 75% with personal experience of mental illness, 53% have affected family members • 35% from rural or regional area • 21% from Aboriginal or Torres Strait Islander background Assist headspace with marketing, media, policy, resource development, conferences, website, evaluation and more…. Keeping up-to-date Krysten is completely exhausted and cant wait for Friday. Amanda is busy rushing round packing the house up ready to start moving house at the end of this wk and this wkend :) - well not at the present time as im on FB lol, but is going back to it v.shortly. Sign up tomro!!! :) Yay.... Boxes and random items everywhere lol, ARG!!! So dnt mind if I seem to drop off the planet, will be changing everything over. So no random shit sending after tomro or thurs k peeps!!! lol..... Andrea when the internet sucks it sucks big time. What’s next? Social media is an evolving ‘beast’, and there are always new functions, new channels, new audiences and new ‘rules’. The key for headspace is to identify our core social media applications and stick with them. ‘Quality, not quantity’. With our core strategy we know we are reaching our wide age group (12-25), and reaching different interest groups.
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