Ovw2012
Download as PPTX, PDF0 likes253 views
The document discusses how the National Dating Abuse Helpline is expanding its digital advocacy efforts to better connect with teens and young adults. It provides services through phone, web chat, and text messaging and is introducing social media platforms and a blog. It highlights engagement metrics from a campaign responding to an MTV show in real-time and discusses considerations for mobile apps and responsive web design. The organization aims to meet young people where they are online and provide opportunities for support through multiple channels of interaction.
Ovw2012
- 1. Changing the Rules Of Engagement Connecting with Teens and Young Adults Through Digital Advocacy
- 2. Who we are... • Brian Pinero – Director, loveisrespect National Dating Abuse Helpline @darkshambo • Wade Treichler – Director of Communications, National Dating Abuse Helpline @wadeferd
- 3. 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 (70-80% of total time allocation for two staff)
- 4. 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
- 5. Highlights of our Services • Took over 23,000 chats in 2011 • Received over 21,000 calls • 5,000 + text messages just this year with limited outreach
- 6. 1st Quarter Survey Results of Chat • Find more than 80% of respondents satisfied with the services they received • 80% also reported an increase in their knowledge of abuse
- 7. THROUGH CROSS-CHANNEL ENGAGEMENT WE PROVIDE THE OPPORTUNITY FOR SERVICE AT EVERY POTENTIAL INTERACTION.
- 8. Our First Generation Services – Phone Services – Web Chat
- 9. Next Generation Services - SMS/Text Messaging – Introduced to offer another entry point – Low threshold of engagement for texting – More specific terms and engagement, more to the point (AIDS.gov) – Targeting unreached populations – Developing robust policies April 1st - 3rd, 2012 San Francisco, CA
- 10. Next Generation Services – Social Media – Social Media - Facebook, Twitter, Instagram, Spotify, Storify,Flickr and whatever comes out next...
- 11. Why is Social Media Important in Advocacy? • Average Facbook user has 245 friends • Their friends have 359 Facebook friends • A Facebook user can reach more than 150,000 other Facebook friends. Data Source: Pew Internet, Hampton, Sessions, Marlow and Rainie
- 12. People are more likely to share information from their strong ties, but because of their abundance, weak ties are primarily responsible for the majority of information spread on Facebook. The figure above illustrates how a majority of influence (orange) can be generated by weak ties, even if strong ties are individually more influential. Facebook Data Team : “Rethinking Information Diversity in Networks
- 13. Next Generation Services – 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
- 15. 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 segment – Took videos and posts live on YouTube in real-time 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
- 16. 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
- 17. • Pop culture issues • Small investment • Connects the issue
- 19. Are Apps helping you? When the helpline pushes an external resource, it pushes a website. There’s no point (for most service providers) to link to an app.
- 20. Return on Investment = 10,000 Cost vs. Users Reached users reached Mobile Website Mobile App (iPhone only) Mobile App (iPhone,Android, BB) $0 $22,500 $45,000 $67,500 $90,000 Data Source: Mashable – Aaron Maxwell
- 21. What the heck is responsive web design? Small + Medium + Large One site for every Screen… http://johnpolacek.github.com/scrolldeck.js/decks/responsive/
- 22. “..the future of business isn’t tied to the permeation of Facebook, Twitter, smartphones, tablets or real-time geo-location check-ins. The future of business comes down to relevance and the ability to understand how technology affects decision making and behavior to the point where the recognition of new opportunities and the ability to strategically adapt to them becomes a competitive advantage.” Brian Solis
- 23. What We’ve Learned... – Have a plan for comments and disclosure – 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 too old – Cross disciplinary staffing is critical to success of content
Editor's Notes
- #13: You’re writing to groups that can only be reached by your constituents.