Post on 03-Jan-2016
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Multi Chanel CommunicationsPhone, Text & Chat Helplines
Brian Pinero
Wade Treichler
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
Who we are...
• Brian Pinero– Acting Director,
National Dating Abuse Helpline@darkshambo
• Wade Treichler– Director of Communications,
National Dating Abuse Helpline@wadeferd
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
Who We Are...• National Dating Abuse Helpline
– Peer Advocates provide services at loveisrespect.org
– All advocates between the ages of 16 & 25
– Receive 40 hours advocate training
– Peer supervisors
– Communications team that also supports two other organizations
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
Our Goal: Cross-channel engagement, providing the opportunity for service at every potential interaction.
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
Our Core Services– Phone Services– Web Chat
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
Audience– We are serving 13 to 24 year-olds in dating abuse
relationships– The audience engages on multiple channels and
expects to us as a service provider to meet them where they are - channels we are sometimes not ready or able to tackle
– We need to be open to their approach and language - this is not always easy and sometimes challenges our core values
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
Our Next Generation Services– Blog– Social Media - Facebook, Twitter, Instagram,
Spotify, Flickr and whatever comes out next– SMS/Text Message
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
SMS/Text Messaging– Introduced to fill a gap– Low threshold of engagement for texting– More specific terms and engagement, more to the point
(AIDS.gov)– Targeting unreached populations
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
Loveisrespect.org Blog– Robust pop culture content to
educate teens who are savvy on Chris Brown and Rihanna, but don't understand dating abuse
– Self Determined levels of engagement - Lurker concept
– Targeting periphery networks
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
MTV Real World– Response to an episode of MTV's Real
World that highlighted abusive behaviors
– Pre-screening allowed us to pre-write posts, pre-record advocate videos in response to each each segment
– Took videos and posts live on YouTube in realtime as segments aired
– Staff on the ground responding to comments on YouTube, Facebook, Twitter, LIR Blog, in realtime
– Important to know your audience, understanding your assigned channel
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
MTV Liveblog Outcomes
– Large engagement metrics on multiple channels
– Engaged audience through a national media event
– Involved advocates staff from multiple departments
– Further developed a relationship with MTV Execs
5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
What We’ve Learned...– Access for social media for youth is a policy
issue (Texas House bill 121) – Content curation is a valuable tool– Maximize the share-ability
(keep it clever and short) – Searchable Archives to support curation– Peer Engagements - people like us are to old