Utilising Social media to educate, engage and empower young by umsymums32

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									Karalee Evans
Sarah Shiell



   Utilising Social media to educate, engage and empower young
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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
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                                                                      70000




                  0
        Oct-06
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month
        Feb-08
                                                                              Monthly website visits




        Mar-08
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 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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