Transcript Karalee Evans Sarah Shiell Utilising Social media to educate, engage and empower young people.

Karalee Evans
Sarah Shiell
Utilising Social media to educate, engage and empower young
people
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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), wallpostings, 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 Analys is Social Me dia Strategy - headspace
Strengths
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Direct channel to target audience
Reach ofnumbers of target audience
Low cost to implement and manage
Viral nature of communi ties
Strong understanding of medium internal ly
Willingness to adopt new medium
Youth ambassadors are virtual guardians
Weakne sse s

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
Opportunitie s

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
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
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Opportunity to engage and empower
Opportunity to m ake brand relevant
Manage message directly
Organicall ygrow supporters of brand
Direct audience to headspace website
Increase access to hel p
Increase help-seeking behaviour
Time intensive to manage and moderate
Training required to operate functionality
Low profile to key influencers (Board, Government)
Brand dil ution through headspace operations across mul tipl e
pl atform s
Threats
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Loss of control of brand and messaging
Third partydispute in public online environment
Threatening behaviour in public online environment
Third partharm from negativ e/defam atory com mentary
High risk contact outside of business hours
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
0
month
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Visits
Monthly website visits
70000
60000
50000
40000
30000
20000
10000
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.