Towards an Action-Focused Agenda for Social Change Using Social Media
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Transcript of Towards an Action-Focused Agenda for Social Change Using Social Media
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An Action-Focused Agenda for Social Change Using Social Media
Dr. Raul Pacheco-Vegahttp://www.raulpacheco.org
@raulpachecohttp://hummingbird604.com
@hummingbird604
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Social, social, social...
Social media...social marketing... social change
What does it all mean?
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Public Policy Issues
At the intersection
...
Social Media
Social Marketing
Social Change
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The human nature and the need to relate
At the intersection of social media, social change, social marketing and public policy
issues, you will find 3 elements:– Relationships– Information– Behaviour
These elements are intrinsic to humans and our need to relate to each other... through
NETWORKS
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Social network of the New Testament
http://www.esv.org/blog/2007/01/mapping-nt-social-networks/
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So how is everything connected?
Social changePublic policy goals Social media Social mktg
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Social marketing
• Using marketing tools and techniques to advance SOCIAL goals as the PRIMARY objective.
• “The design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research”
» Kotler (1971) “Social Marketing: An Approach to Planned Social Change” The Journal of Marketing, Vol. 35, pp. 3-12
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So, what is this thing you call... Social media?
(a) It is social– Allows you/enables you to create
multi-directional relationships.
(a) It is media– Content generated is distributed via
online (electronic) methods
Image at http://www.47project.com/2009/03/11/social-media-experts-you-have-lots-to-learn-grasshopper/
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Credit and source: http://www.fredcavazza.net/2008/06/09/social-media-landscape/
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Social media is an enabling agent
• Finding information
• Learning from other’s stories
• Building trust and strengthening relationships
• Sharing your story (storytelling)
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Towards an action-focused agenda
I tweet something – 2,400 people believe in what I am saying. Why?
Because I have built bi-directional relationships primarily based on trust and reciprocity.
So how can we take this insight and move towards an action-focused agenda?
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Step 1: Create the relationships
Building trust-worthy relationships through• Sharing information with others• Sharing information about myself• Discerning the value of what information I am
sharing• Making my decision-making processes
transparent
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Step 2: Be strategic and long-term about goals, tactics and strategy
• Mental Health Camp– Long-term goal
• Contribute to the de-stigmatization of mental illnesses• Help build healthy communities where mental illness is
seen as one of many public health issues.– Short-term goal
• Explore the concept of MHC– Strategy
• Build a strong, nurturing community around MHC– Tactics
• Exploring the intersection of social media and mental health
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Step 3: Align your social media toolkit to the strategic objective
• A broad array of tools– Twitter and blogging as a primary tool– Wiki-building as a secondary tool– Facebook as tertiary tool– We did not think exploring YouTube and
Flickr would take us anywhere
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Step 4: Monitor behavioural change
• This is the most challenging step of them all.
• Determine the metrics of change– Several participants signed up for Twitter AT
the MHC.– Personalized guidance. Trust-building,
nurturing, camaraderie.– One participant spoke spontaneously at the
Camp.
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The most important element of all (TAKE ACTION)
• Air took action (the organizer of Coping Digitally)
• The participants of the panel took action and told their story at Northern Voice '09.
• We (Isabella and I) took action. We took it upon ourselves to create a Mental Health Camp within 2 months of Coping Digitally. We succeeded.
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The 4xN Grid Method to analyze, design and implement social media campaigns
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Target audience & demographics
Issue selection & galvanization mechanism
Platform selection & deployment
Life-cycle & stabilization
DeSmogBlogMainstream media & PR folks
Global warming Blogs Short-medium term
Earth Hour Canada General public Energy conservation Twitter and Facebook Short-term
Vote for Environment.ca
Average Canadian voters (>18 yrs old)
Environment as an outcome of political decisions
Twitter/blog & Facebook Very short term
Save the Great Bear Forest
Average Canadian folk
Biodiversity conservation
Flickr/Facebook/Twitter Medium term
Mental Health Camp
General public, mental health practitioners
Mental illness, stigma
Twitter/blog –Facebook Long term
Source: Pacheco-Vega (2009)
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In closing
• An action-based agenda for social change through social media requires:
– A strong understanding of the issue (Information)– Deep and strong interconnectedness
(Relationships)– A clear vision of what change needs to be
effected (Behaviour)
– Aligning social marketing and social media toolkits to public policy objectives.
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Thanks for listening!
• Raul Pacheco-Vega, PhD– How to contact me:
• Via email – [email protected] for social media matters– [email protected] for my enviro research
• Via contact form on my blogs– http://hummingbird604.com social medial/personal– http://www.raulpacheco.org research
• Via Twitter– http://www.twitter.com/hummingbird604 social media– http://www.twitter.com/raulpacheco research