This document appears to be a presentation on using social media effectively for drug prevention. It discusses defining goals before tactics, using accurate and relevant information, asking questions to engage audiences, and focusing on solutions rather than just problems. It also provides tips on using different social media platforms effectively, such as keeping Facebook posts brief, being active on Twitter but careful about following rules, and starting conversations to change them. The overall message is that social media needs to be used strategically to really impact audiences, especially young people, around issues like drug prevention.

1. ARE YOU REALLY!
DOING!
EFFECTIVE
PREVENTION?
lead
Facilitated By:
Andy Duran, Executive Director
Linking Efforts Against Drugs (LEAD)
SpeakUP! Prevention Coalition
Lake Forest, IL

2. EG ADVIL

3. Do We Show Pictures of This?

4. “
Think Differently

5. What is Prevention?
What is!
Prevention?

6. What is Prevention?What is Prevention?

7. Everybody Clap Your Hands

8. Part of a Continuum

9. Prevention as an Ongoing Process

10. Individual Prevention vs. Environmental Prevention

11. 6 CSAP Strategies
!
. Information dissemination - pushing out information to create awareness about a
community issue, problem or invitation to get involved is readily accomplished via
social media
. Education - depending on how this is done it could be a push or a pull strategy.
Social learning puts the individual in the center, making our ability to get noticed and
engage people even more important than ever before
. Alternatives - this strategy is often focused on alternative activities in for specific
populations e.g., youth. Social media provides an alternative enabling sharing our
thoughts, ideas, experiences, products, artifacts and intentions so it becomes a kind
of alternative.
. Problem ID & Referral - when we see a problem we have a unique opportunity to
provide support helping people find what they need. A good many social media offer
a way to get or give help.
. Community-based Process - coalitions and providers are often engaged in the
process of helping community members engage to envision a better future and a
path for getting there. Social media is a way to engage, learn, share, produce and
create change.
. Environmental strategies - policy strategies and social media can play a role in
influencing these strategies from documenting rallies in real time to sharing day-to-day
conversations about these strategies as they develop.

12. Individual Prevention vs. Environmental Prevention
Individual

13. Individual Prevention vs. Environmental Prevention
Environmental

15. Clear, No Use MessageClear, No Use Message
vs.

16. Promotes Healthy Lifestyle Choices
If we focus on the problem,
the problem becomes bigger!

17. Focus On the Upside
Teen in Recovery
vs.
Teen Not in Recovery
If we focus on the solution,
the solution becomes bigger!

18. CHANGE

19. CHANGE
Didn’t think you were serious
Comfortable
Didn’t want to!
Know who I’m sitting with
Didn’t want to leave stuff behind
Didn’t know why or how

20. Beneficial vs. Powerful

21. Beneficial vs. Powerful
WE WANT !
BEHAVIOR CHANGE
not short term impact

22. Beneficial vs. Powerful

23. Information Needs to be Relevant!
$3,650

25. All drug prevention efforts
mean well, but not all of
them do well!
Scare tactics can
backfire, and
they often do!

26. Why don’t
scare tactics work?
Reason #1:
People are hardwired to
defend against negative
messaging

27. Why don’t
scare tactics work?
Reason #2:
Youth filter information
differently than
adults.

28. Why don’t
scare tactics work?
Reason #3:
High risk groups can be
more attracted to risky
behavior.

29. Why don’t
scare tactics work?
Reason #4:
Strong warnings can
send unintended
messages.

30. Why don’t
scare tactics work?
Reason #5:
Teens know that
catastrophic consequences
rarely happen.

31. Information / Education
INFORMATION HAS
LIMITS

32. “

33. Information Needs to be Relevant!

34. Information Needs to be
Accurate!

36. Dependency
Addiction

37. Effective Environmental Strategies
CAMP!
Golden Rule
!
Community Leave CAMP Norms
better
than when you found it!
!
Access or availability
!
Media
!
Policies / enforcement

39. Effective Messaging with Youth

40. Effective Messaging with Youth
What’s cool NOW!
!
vs.!
!
What’s cool later

41. Sample Strategies

43. You ain’t NEVER going
to find me on that
Interweb!”
!
- Grandma, 2006
“

46. IT’S NOT ENOUGH JUST TO !
BE PRESENT!

47. “It’s just now reached such a critical
Social media
is the same today
as it was yesterday.
mass, it’s too hard to ignore.
!
You don’t want to be “that guy” or
“that brand” who refused to adapt to
change and loses touch with reality.”
!
Julia Roy
Senior Manager, New Media
Coach, Inc.
http://juliaroy.com

48. 80% of
marketers
incorrectly begin
with tactics
instead of
mission.!
!
- eMarketer Report

50. LET’S GEMTISS ISONTARTED!
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
METRICS
Start Here
Not Here

51. SOCIAL MEDIA LOGIC MODEL
Why are
we doing this?
Mission
What do we want
to accomplish? Tactic
Goal
Goal
Goal
Tactic
Tactic
Tactic
Tactic
Tactic
How will we achieve our goals?

52. SOCIAL MEDIA
IMPACTS!
OUR YOUNG PEOPLE & OUR
COMMUNITY.

53. ““ At the President's If you want urging a sense and of where by his the example, world's media the entire habits Federal
are
Government headed, has bounded it makes into sense the to world watch of what social-kids networking.
are doing."
Twenty-five agencies now have YouTube channels. The Library of
Congress has begun posting thousands of historical photos on
Flickr. In one week alone back in 2009, about thirty agencies,
including the White House, have joined Facebook.!
- Time, May 2009 !!
Media in the Lives of 8-18 Year-Olds
Kaiser Family Foundation
January 2010 P.S.
MORE THAN HALF OF THE HUMAN RACE
IS UNDER THE AGE OF 30.
THEY’VE NEVER KNOWN LIFE WITHOUT
THE INTERNET.

54. 95%
Percentage of American teens that use the Internet.
74%
Access on Mobile

55. 78%
Percent of American teens that own a cell phone.
47%
Smartphones

56. Tablets & Smart Phones
50
37.5
25
12.5
0
2013 2011
2013
2011 2013
47% 23% 23% 2011 11%
Smart Phones Tablets

57. Fac
Growing Rapidly Dominant but
Slowed
100
75
50
25
0
Twitter Instagram Facebook
2011 2012

58. Take a negative story
insert yourself into it
CHANGE THE STORY
to make it your own

62. Take a negative story
insert yourself into it
CHANGE THE STORY
to make it your own

63. Use THEIR WORDS to tell YOUR STORY!

64. Relevant & Accurate Information - Here’s An Example
Here’s What they Say Here’s What they Mean
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches,
eczema, writers cramp
A person shall not drive under the
influence of...
no field testing mechanism,
marijuana is the identified
drug in 14% of fatal crashes
18 year olds can receive a medical
marijuana certification
you must be 21 to drink, but
only 18 to smoke marijuana?
22 cultivation centers
60 dispensaries
do you want your home next
to a dispensary?

65. Facebook Page
Tips to Help
You
!
Not
Look
Like
A
Fool!

66. Know the Difference — Personal vs. Business
Business Page Benefits
Pages are Public
Install Apps and Tabs
Run Ads, Contests, Promotions
Insights and Analytics
Multiple Admins and Roles
PLUS - Facebook Says “No!”

67. Be Relevant!

68. Unnamed Company

69. Don’t go MIA

70. Not All Your Fans will See Your Posts!
What?!

71. 80
Posts with 80 characters
or less receive 23% higher
engagement. Problem is
75% of Facebook posts
have more than 80
characters
48%
The most effective calls to
action on Facebook
include like, caption this,
share, yes/no, etc. These
receive 48% more
engagement.
7x
Posts that ask for shares
have a share rate of 7x
higher than those that
don’t.
WIN
Posts that use the words
“winner” and “win” get a
68% higher engagement
rate.
+100%
Posts that have a question
at the end have a 2x
higher comment rate.

72. “ LISTEN
ENGAGE
CHANGE
Know the Rules!

76. Aria - Las Vegas
No Vegas hotel could be
worth this wait. Over an hour
to checkin at the Aria. #fail

77. Aria - Las Vegas
Sorry about your bad
experience. Hope the rest of
your stay in Vegas goes well.

78. Mistake Almost!
Everyone Makes!
on Twitter
@LEADLFLB is awesome! Check
them out: http://
www.leadingefforts.org
#DrugPrevention #Truth

79. Mistake Almost!
Everyone Makes!
on Twitter
@LEADLFLB is awesome! Check
them out: http://
www.leadingefforts.org
#DrugPrevention #Truth

80. The Right Way to!
Tweet for the!
Right Audience

81. “ Start a CONVERSATION...
... then change it!

82. IWmhpaatc’st NPelaxnt

83. IADDA 2014
!
ARE YOU REALLY
DOING EFFECTIVE
PREVENTION?
ANDY DURAN
aduran@leadingefforts.org
!
LEAD & SPEAKUP!
http://www.leadingefforts.org
http://www.speakupcoalition.org
!
f: fb.me/leadingefforts
t: @LEADLFLB

84. www.leadingefforts.org/iadda