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Utilising Social media to educate, engage and empower young people
Karalee Evans
Sarah Shiell
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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), wall-postings, 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 Analysi s Social Med ia Strategy - heads pace
Stre ngths
• Direct channel to target audience • R each of numbers of target audience • Low cost to implement a ndmanage • Viral nat ure of communities • Strong understanding of medium internally • Willingness to adopt ne w medium • Youth ambassadors are virtual guardians
Weaknesses
• Time intensive to manage an d moderate • Training required to operate functionality • Low profile to key influencers (Bo ,ard Government) • Bra nd dilution throu gh headsp ace operations across multi ple
platforms
Opportunities
• Opportunity to engage and empower • Opportunity to make brand relevant • Manag e messa ge directly • Organically grow supporters of brand • Direct audience to headsp acewebsite • Increase access to help • Increase help-seeki ng behaviour
Threats
• Loss of control of brand a ndmessaging • Th ird party dispute in p ublic onli ne environment • Threatening behaviour in public online environment • Th ird part harm fro m negativ /e defamatory commentary • 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
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
Monthly website visits
0
10000
20000
30000
40000
50000
60000
70000
Oct-06Nov-06Dec-06Jan-07Feb-07Mar-07Apr-07May-07Jun-07Jul-07Aug-07Sep-07Oct-07Nov-07Dec-07Jan-08Feb-08Mar-08Apr-08May-08Jun-08Jul-08Aug-08Sep-08Oct-08Nov-08Dec-08Jan-09Feb-09Mar-09
month
Visits
Getting young people involved – hY NRG
• 28 young people between 16-25 yearsDiverse 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.
