The document discusses the effective use of social media in substance prevention. It begins with introductions from Tommy Sablan and Andy Duran. It then discusses how social media has become a major part of everyday life, especially among youth. The document emphasizes that to effectively engage youth through social media, one needs to have an existing network with them, understand how their perceptions and attitudes have changed over time, and create preventative messages that can lead to real behavioral change.

2. Welcome&Introductions

3. TommySablan

4. Effectiveuseofsocialmedia
insubstanceprevention
Andy Duran
LEAD

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

9. … BUT IT’S NOT ENOUGH
JUST TO BE PRESENT!
YOU MIGHT BE ON THE
INTERNET…

10. “
Think Differently

11. “
Think Differently
Take this
Personally!
YOU!

13. What is this symbol?
#

14. On which platform do
you “snap”?

15. What is the maximum
number of hashtags
Instagram will allow you
to use?

16. On which platform can
you post a story?

17. Which platform allows
you to post timed
videos and photos?

18. True or False:
You should should tag
and mention someone
in a picture

19. On which platform can
you face swap with
another person?

20. What platform adds
geo-tags to your
photos and videos?

21. What platform tells the
sender if someone took a
screen shot of their picture?

22. How many times a day
should a brand post
on Instagram?

23. Approximately how many
people use Facebook
daily?

24. When using Facebook how
do you let a friend know
you support their post?

25. On a business page,
what type of a post is
more likely to get views?

26. What percentage of
parents are friends with
their children on Facebook?

27. Do more people access
Facebook through their
computer or mobile devices?

28. What is the maximum
amount of characters one
can use in a single tweet?

29. Do I have to follow
someone if they follow
me?

30. What is the difference
between a retweet, @ reply
and a direct message?

31. True or False:
You can post pictures on
Twitter?

32. Does your Twitter icon
image matter?

33. lead
About Us

36. LET’S GET STARTED!MISSION
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
METRICS
Start Here
Not Here

37. 80% of
marketers
incorrectly begin
with tactics
instead of
mission.
- eMarketer Report

38. SOCIAL MEDIA LOGIC MODEL
Mission
Why are
we doing this?
Goal
Goal
Goal
What do we want
to accomplish? Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
How will we achieve our goals?
lead
copyright, 2015

39. SOCIAL MEDIA
IS
HUGE.

40. If Facebook
were a country,
it would be
the ____ most
populated
in the world

41. Only China
& India
are more
populated
If Facebook
were a country,
it would be
the third most
populated
in the world,
ahead of the
United States.

42. The number of minutes spent on Facebook each month.

43. 500 BILLION.The number of minutes spent on Facebook each month.
THAT’S ALMOST 5 TIMES
LAST YEAR’S NUMBER

44. 35 BILLION.
The amount of content shared each month on
Facebook
THAT’S
AMAZING!

45. 24
HOURS.The amount of video
uploaded to YouTube
every minute.

46. 4 BILLION.
The number of images hosted on Flickr.
That’s 13x more than the
Library of Congress.

47. z
That’s 13x more than the Library of Congress.
NINETY
FIVE.
The
percentage of
companies
using
LinkedIn to
find and
attract
employees
59% Use Facebook
42% Use Twitter

48. 1 in 5.
The number of marriages last year between
people who met through social media
THAT’S MORE THAN TWICE THE
NUMBER OF PEOPLE WHO MET
AT BARS, CLUBS, AND OTHER
SOCIAL EVENTS COMBINED.

49. 7 HOURS.
The time it took for LeBron
James to amass
his first 150,000 Twitter
followers.
It took Bill Gates 8 hours to
reach 100,000.

50. SOCIAL MEDIA
IMPACTS
OUR YOUNG PEOPLE & OUR
COMMUNITY.

51. At the President's urging and by his example, the entire Federal
Government has bounded into the world of social-networking.
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
““
If you want a sense of where the world's media habits are
headed, it makes sense to watch what kids are doing."
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.

52. 95%Percentage of American teens that use the Internet.
74%
Access on Mobile

53. 78%Percent of American teens that own a cell phone.
47%
Smartphones

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

55. Fac
Growing Rapidly
Dominant but
Slowed
0
25
50
75
100
2011 2013
Twitter Instagram Facebook

56. IT’S SAFE TO SAY THAT THE
QUESTION IS NO LONGER
“DO WE NEED SOCIAL
MEDIA?”
IT’S...

57. HOW DOES IT INFLUENCE
THE WORLD?

58. “
“Social media is the vehicle by which men have finally
decided it's cool - and valuable - to open up, share,
make friends, share faith and have conversations.”
Diane Hessan, CEO, Communispace
http://communispace.com
WOMEN HAVE KNOWN THIS FOR EONS

59. “
Social media is the ongoing
conversation of the planet.

62. Roman Wax Tablet 21st Century Descendant

63. SOCIAL MEDIA
DONE
WELL!

64. http://www.youtube.com/watch?v=Gy1WNc4buPk

66. 221 MILLION.The number of views on BlendTec’s YouTube Channel.
Why Did this Stick?

67. THE KEY TO ALL SOCIAL MEDIA
Be Human!
Have Fun!
Be Real!
Be Interactive.
Have a good product.
Sell It!

68. THE KEY TO ALL SOCIAL MEDIA
We need to create
messages that
stick!

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

73. EVERYONE HAS A BRAND
Social media gives everyone their own unique universe

74. BUT…
HOW DO WE
ENGAGE
YOUTH?

75. 3 x 3

76. Social
Social
Media
Network
First have an effective network with youth
#1

77. Perceptions
Attitudes
Perceptions and attitudes are different
today than they were yesterday
#2

78. Short term
Real
Impact
Change
Messages should be “preventative”
(i.e. lead to real change)
#3

79. Beneficial vs. Powerful

80. 3 x 3

81. #1
KNOW
WHO YOU ARE!

82. KnowWhoYOU Are!
The Virgin

83. KnowWhoYOU Are!
The Ultra

84. KnowWhoYOU Are!
The Dipper

85. KnowWhoYOU Are!
The Denier
I have
no signal!
HELP!

86. KnowWhoYOU Are!
The Lurker

87. “I guess I just use
it to creep on
people’s lives.”
- Anonymous

88. KnowWhoYOU Are!
The Lurker

89. The Peacock
KnowWhoYOU Are!

90. KnowWhoYOU Are!
The Ranter

91. KnowWhoYOU Are!
The Approval
Seeker

92. Don’t be afraid to let them know that you
don’t know what you’re doing.

93. But… that you’ll figure it out together.

94. #2
MAKE SOME
NOISE
AND TELL YOUR STORY

95. Casestudiesofeffective
campaigns

98. #GroceryInjustice

101. #GroceryJustice

102. Inspire a Shared Vision
We don’t believe 400,000 people in Chicago
should be living in a food desert.
Then… MOBILIZE!

103. Legisla(ve Advocacy
Illinois’ House Bill 1/Heroin Crisis Act

104. Benefits
• Reach a large popula.on of people
quickly
• Educate cohort on a topic that
affects them
• Inspire them to take ac.on (Call to
Ac.on)
• Ac.on taken contributes to overall
goal
• Opportunity to acquire new
followers, subscribers and
volunteers
The Role of Social Media in Advocacy

105. PlaForm for

106. 1. Start a petition
2. Sign/share petition
3. Reach new audiences
4. Engage with decision makers
5. Declare victory!
How It Works:
click here

107. Why It Worked

108. Take “You Can’t Sit With Us” T-
Shirts Off the Racks

109. Preven(on Is
Harm reduc.on is a set of prac.cal strategies and
ideas aimed at reducing nega.ve consequences
associated with drug use.
A movement for social jus.ce built on a belief in, and
respect for, the rights of people who use drugs.
What is it?

110. Strategies
Incorporates safer use, managed use and abs.nence:
•Syringe Access
•Overdose Preven(on
•Training: s(gma reduc(on, leadership
development, cultural competency

111. Change is challenging for people
ShiLing from moral to science/health tac.cs
“Isn’t this enabling users to con.nue using?”
Communica(ng Controversial Subject MaIer:
Overdose Preven+on

112. Overdose Preven(on in Social Media

113. #3
Choices Matter Campaign

114. Choices Matter

115. KEEP
CALM
IT’S
BREAK
TIME

116. MiniLearningSessions
Twitter
Instagram
SnapChat

117. TurningTragedyIntoAction
Chelsea Laliberte
Live4Lali

119. AdvocacyPanel
Moms in Action

120. Lookatwhatyou’vedone
Tell Us AboutYour Plans

121. HAVE A
GOOD PLAN

122. Know What to Share and What hasValue

124. Use the 80/20 Rule!

125. 20%
80%
The 80 / 20 Rule
Interesting Content
Related to Mission
Promotional
Content about
Your Brand

126. THAT’S WHY, IN GENERAL,WE WANT OUR
POST FORMULA TO CONSIST OF:
1. A custom-designed image
2. A brief text caption
3. A short URL to a landing page
88%
Photo
12%
No
Photo
Rarely do we ever publish a post without an image.
In the past 90 days, 88% of all posts we published
contained a photo. On average, these posts received
53% higher engagement.

127. Be Relevant!
AND ACCURATE.
AND MEMORABLE.

128. Unnamed Company

129. Use Insights
Know WHEN to post…

130. Don’t go MIA
#168

131. WTF?!
Not AllYour Fans will SeeYour Posts!

132. 80
Posts with 80 characters
or less receive 23% higher
engagement. Problem is
75% of all social media
posts have more than 80
characters
48%
The most effective calls to
action include like, caption
this, share, RT, yes/no, etc.
These receive 48% more
engagement.
7x
Posts that ask for shares
or RT’s 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.

133. Create Solid
VISUAL Content
we

134. P
H
O
T
O
S
L
I
N
K
S

135. WHERE TO FIND OR CREATE
GREATVISUAL CONTENT

136. WHERE TO FIND OR CREATE
GREATVISUAL CONTENT
Compfight
Unsplash
New Old Stock
Royalty and Copyright Free Images
Piktochart Infographic Creation
Canva Create Graphics/Buttons Etc.

137. Use
#Trending
Topics

138. #TheDecision

139. Avoid Using
Angry or
Negative
Language

140. #twitter

141. My mom meant to say, “butt
dial” but instead she said,
“Grandma booty called me
today!” #MomQuotes
@ElizH20

142. My mom once said, “That was
funny, you should twerk about
it.” #MomQuotes
@rogue1971

143. My brothers and I asked my mom
who her favorite kid was. She
said, “I don’t have one. You all
equally annoy me!” #MomQuotes
@GToRAWReS

144. I heard my mom say, “I love you.”
I replied, “I love you too,” and she
said, “I’m sorry, I was talking to
the dog.” #MomQuotes
@CvonHake015

145. My dad always tells me, “Don’t
use your turn signal. It’s no
one else’s business where
you’re going.” #Dadvice
@Xyuppi

146. At the airport my dad said, “Put
one shoe in each suitcase so if
it gets stolen they can’t wear
your shoes.” #Dadvice
@BAlmeida98

147. My dad always said, “You better
go to church every Sunday. We
need somebody in this family to
go to Heaven.” #Dadvice
@Eric_Conga

148. “
LISTEN
CHANGE
ENGAGE
Know the Rules!

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

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

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

155. The Right Way to
Tweet for the
Right Audience

156. Day2

157. Let’s talk addiction
Where all can see

158. December 11, 2012 - The Day Life As I Knew it Changed
“We have your son in custody, we need you to come to the
police department.”

159. Who? What? How? Why?
12/11/12, 10pm Sargent Sean: We received a tip that your son was going to the city to pick up. When we pulled him
over he had 60 bags of heroin. This is a Class X felony. He will be going away for a long time.
Excuse me? You have who?
He had what? Heroin?
Why would my son have heroin? HOW MUCH?

160. FACEBOOK
12/12/12 My Status:
Last night my beloved first born was arrested by the Metropolitan Enforcement Group (MEG) with 60 (SIXTY) bags of
heroin. Yes, HEROIN. I was told this is a Class X felony punishable by up to 60 years in the penitentiary. He is currently
sitting in Lake County jail awaiting bond court and arraignment. Some will look at this and say, “why air this on
Facebook”? I’ll tell you why - most of my friends, my community, my co-workers, know me, our family, how we’ve raised
our kids - I was a stay at home mom, the scout leader, the Sunday School teacher, room mom, etc. My son is brilliant,
scored in the top 2% in the state on the SAT, the only student in the state who aced his constitution tests, a mensa IQ,
boy scout, tutor, mentor, played sports, musical instruments, is a good friend, and a great son, never any issues,
problems, or concerns - if happened to us, IT CAN HAPPEN TO YOU, TO ANYONE. This was not an inner city banger,
this is my son, the kid you all know and love. He is still the beautiful boy I love, he’s just sick. Whatever spirituality you
practice, keep Alexander in your heart, thoughts, and prayers, please, and thank you.
(I hesitated only briefly, then hit post)

161. Little Did I know
WOW My daughter……. My best friend…...
My son…. My husband…………. My sister…..
My mother…… My cousin……..
Help…..
How could I tell if…..
What should I do now…...

162. My Soapbox
Anyone using opioids needs naloxone in the house. There is no room for judgement, end the stigma.
2,327
It’s called harm reduction. A dead user can never recover. Never say not my child - I made that mistake.
We can’t incarcerate our way out of this epidemic.
Dying of a heroin OD does not make you a scumbag.
Replace prison terms with treatment options. Labels are for jars,
not people.
Look for these things: missing spoons, cotton balls laying around, q-tips with the ends ripped off, aluminum foil missing, pin point pupils that don't change
in the light, apathy about appearance, weight loss, craving sweets, living area filthy.
OK time for me to start talking truth, maybe it will make a difference in one person's life. I have had three friends lose their sons to heroin overdoses since
September. These were solid, middle class, working families, very involved in their children's lives. Involved in church, family activities, college, etc. and
the closet in the skeleton was heroin - HEROIN knows no class, no lineage, no race, no status - these families can attest to that.

163. Listen, Engage, Change

164. Today….From IV Heroin to Lifesaver
http://www.myodysseythroughthepoppies.com/

165. TEXT-A-TIP
www.textatipline.com

166. TEXT-A-TIP
➤What is it?
➤Who uses it?
➤How does it work?
➤How can I bring Text-A-Tip to my
community?

168. Media Relations 101
Chelsea Laliberte
Live4Lali

169. Why do you need media strategy?
• Because the media needs to know that you are
who they have been looking for!

170. NEWSFLASH
• Substance use, addiction and overdose are MAJOR
topics in the news.
• Reporters are DESPERATE for relevant information
about these topics. It keeps them in business.
• There are even some publications dedicated solely to
substance use and human rights issues:
– TheFix.com
– DailyBeast.com

171. Find ways to let people know you exist
• What’s your story?
• What is your message?
• Who are your messengers?
• How are you delivering messages?
• Are your messages newsworthy?

172. 1. Determine a goal
• Use S.M.A.R.T. goals
– Specific
– Measurable
– Achievable
– Results-focused
– Time-bound

173. 2. Make it news!
• Give them a reason to talk about you!
• Always ask: is this topic newsworthy?
• What makes something newsworthy?
– Timing
– Proximity
– Prominence
– Unusual/interesting
– Human interest

174. 3. Know your audience.
• Business leaders
– Trade publications
– Business specific journals
• General community
– Mainstream publications
– Evening news
• New volunteers
– Community activity blogs
– Social media
• Event promotion targeting children
– TV morning shows
– Event calendars/”For Kids” listings, etc.

175. 4. It’s not always about YOU.
• Find chances to share your expertise.
• Newsjacking – the art and science of injecting
your ideas into a breaking news story and
generating tons of media coverage and social
media engagement.
• Stay informed!
• Become a reliable source.

176. 5. Meet a deadline.
• News is a deadline-driven business.
• Ask about deadlines!
• Know when to pitch.
• Know when to hustle.
• Plan accordingly.

177. 6. Keep it simple.
• Space and time to tell your story are limited.
• Stick to basic when you have to. NO JARGON.
• It’s better to tell part of the story than no story
at all.

178. 7. Practice makes perfect.
• Giving an interview is NOT something anyone
can/should do.
• Let the most well-spoken person in your shop
give them!
• Practice!

179. 8. An image is worth 1,000 words
• Declining news budgets mean it’s harder to send
someone to your event to collect images.
• If you can do it well, provide high-resolution photos
or quality video for media to use. Make it easy to
share – use Dropbox or WeTransfer.
• Focus on quality.
• Keep things shore and easy to share.
• Photos generate 87% of interaction rates on
Facebook. Nothing else gets above 4%. Quality
matters.

180. 9. Be the message.
• Get to know the reporters and let them get to
know you. Reinforce your expertise when
relevant.
• Reinforce credibility, vouch for coverage, spread
the word.
• Engage difference makers as organization
advocates.

181. 10. Accept reality.
• Understand how media works – news happens.
• Opinion journalism and advocacy journalism
• Despite best efforts, your brilliant pitch might
get pushed because of other news or bigger
stories.
• Be understanding. You’re never guaranteed
coverage.
• Ask to try again tomorrow!

183. Contact Us >>>
CHELSEA LALIBERTE
chelsea@live4lali.org
Live4Lali
http://www.live4lali.org
f: fb.me/live4lali
t: @live4lali
i: @live4lali
Access today’s presentation materials at
www.ipreventconference.org/sd
ANDY DURAN
aduran@leadingefforts.org
LEAD & SPEAKUP!
http://www.leadingefforts.org
http://www.speakupcoalition.org
f: fb.me/leadingefforts
t: @LEADLFLB
i: @LEADLFLB