Utilizing Technology for Behavior

Change

2

What are these people doing?

3

Social Media Memes and Cultural Significance

Social Media Landscape in the Developing World

5

Facebook is a Global Leader

6

Social Media Usage is Ubiquitous

ChinaLatin

America Africa

7

• 42% of Chinese have access to the internet (but that is still more that 550 million people!)

• 82% of Chinese have a mobile device. That is more than 1 billion mobile subscriptions.

• Not surprisingly, mobile internet use outpaces desktop internet use.• 91% of internet users are engaged with social media.

China

8

• Of the online population 96% are involved in social networks• 60% of social media users are under 30• 1 out of every 4 minutes online is spent on Facebook• Twitter and Orkut are the 2nd and 3rd most popular networks

Latin America

9

• 650 million mobile phones on the continent• Africa is a leader, just behind Asia in mobile internet usage with

14.85% of all internet traffic coming from mobile devices (Latin America 2.86%, Asia 17.84%)

• Facebook is the leading website in Africa with 44.9 million members.

Africa

Listen First

11

Is Social Media The Right Fit for your Campaign Goals and Audience

12

Goals Analysis

13

Audience Analysis

14

Use online listening tools

15

Form Insights

Plan Your Campaign

17

Incorporate Social Marketing Theory

18

Define your Social Media Strategy

The Strategy is not what you are going to do

It is HOW you are going to do it

Social Platforms

20

Finding the Right Platform

21

Social Platforms in China

In China… instead of using email or IM people immediately go to social networking.”

“

REINEKE REITSMARESEARCH DIRECTOR ATFORRESTOR

22

• Blogs are websites organized around short “entries” of text, photo or video, displayed in reverse chronological order

• Common blog types include:– Individual Blogs: Personal journals– Affinity Group Blogs: Blogs on a specific topic like Parenting, Food, Travel– Business: Corporate blogs authored by execs or employees– News Outlets: Blogs maintained by traditional media

Social Platform #1 Blogs

23

Blogs for Behavior Change

24

• Microblogging is a form of status updating that allows users to publish short updates of either text, images or video to the web.

• Users can update via text message, IM, E-mail, or the web

• Microblogging communities form around passions as members share updates, comment on others’ status, and engage in two way dialogue

Social Platform #2 Microblogging

25

Microblogs for Behavior Change

26

• Social networks are online communities of people who share interests and/or activities.

• Members create a profile and use features like message boards, profile posts, fan groups, and applications to interact.

Social Platform #3 Social Networks

27

Social Networks for Behavior Change

28

• Multimedia sites allow users to share their own audio, images, and video with each other

• YouTube is #2 search engine after Google• Every demographic views photos and videos

Platform #4 Multimedia Sharing

29

Videos for Behavior Change

30

Social Platform #5:Mobile Communication: SMS and Apps

• SMS Programs use texting technology to reach people that have opted in to receive messages from your program. There are vendors that specialize in texting programs and can help you set up your short code and provide software that manages your database of numbers and allows you to send messages.

• Mobile Apps are pieces of software that run on your phone. Custom apss can be created to support campaign objectives.

31

SMS Programs for Behavior Change

Measurement

33

Conversation Impact™ measures how effective campaigns are in moving individuals towards action

Measurement

34

Measuring Reach, Preference & Action

Video Views

Number of Wall Posts

Number of New Fans/Likes

Reach and Positioning ActionPreference

Impressions Desired Behavior ChangeSentiment

Survey-based Preference

Likes Per Post

Media Uploads (videos, photos)

Link Click-throughs

Link Shares

Questions?