Southern Obesity Prevention Summit: Finding Communities Through Social Media

CHRISTINA TRAPOLINOSOCIAL MEDIA DIRECTOR, JASON’S DELI

@CMTRAPOLINO

Social Media Strategy for Obesity Prevention

Social Media Isn’t Going Away

The difference between an informed public and “the masses” is the people’s ability to communicate freely with each other and their government at scale.

Social Media Isn’t Going Away

The difference between an informed public and “the masses” is the people’s ability to communicate freely with each other and their government at scale.

The next generation of Americans will be born connected to each other.

Social Media Isn’t Going Away

The difference between an informed public and “the masses” is the people’s ability to communicate freely with each other and their government at scale.

The next generation of Americans will be born connected to each other.

Facebook just passed the 1 billion user mark.

Social Media Isn’t Going Away

The difference between an informed public and “the masses” is the people’s ability to communicate freely with each other and their government at scale.

The next generation of Americans will be born connected to each other.

Facebook just passed the 1 billion user mark.

In a world dominated by social networks, ethical brand behavior is no longer optional.

Social Media Isn’t Going Away

The difference between an informed public and “the masses” is the people’s ability to communicate freely with each other and their government at scale.

The next generation of Americans will be born connected to each other.

Facebook just passed the 1 billion user mark.In a world dominated by social networks, ethical

brand behavior is no longer optional.The opportunity for us as advocates, facilitators, and

organizers is to start a global conversation about health in order to empower the public at scale.

Seizing the Opportunity

Step 1: Identify your community.

Seizing the Opportunity

Step 1: Identify your community.Step 2: Listen to the conversations your

community is having.

Seizing the Opportunity

Step 1: Identify your community.Step 2: Listen to the conversations your

community is having.Step 3: Develop strategies for how to join

those conversations in order to engage, mobilize, and activate that community.

Who is part of your community?

Learn to think like a marketer! Marketers think about targeting, messaging, and measurement.

Who is part of your community?

Learn to think like a marketer! Marketers think about targeting, messaging, and measurement.

Research! Where are people talking online about health? What are they saying? Are their goals aligned with yours?

Who is part of your community?

Learn to think like a marketer! Marketers think about targeting, messaging, and measurement.

Research! Where are people talking online about health? What are they saying? Are their goals aligned with yours?

If so, that’s your community.

Engagement

Engagement is a step forward along the path to advocacy.

Engagement

Engagement is a step forward along the path to advocacy.

Engagement can mean the creation of content that resonates.

Engagement can be the single act of joining a conversation that is already happening through social media channels.

Engagement

Engagement is a step forward along the path to advocacy.

Engagement can mean the creation of content that resonates.

Engagement can be the single act of joining a conversation that is already happening through social media channels.

Ultimately, it’s about building relationships with your community members. This is one way to turn them into active advocates.

Listen First, Engage Later

Social media isn’t a magic bullet, and it’s not free.It costs time, resources, and mental bandwidth to

find & seize opportunities.

Listen First, Engage Later

Be strategic. What do you want to accomplish? Know the goal and think long term. Where do you want your community to be in 5 years? 10? 25?

Listen First, Engage Later

Be strategic. What do you want to accomplish? Know the goal and think long term. Where do you want your community to be in 5 years? 10? 25?

Use “freemium” tools to listen, like HootSuite.

Know what keywords you should be listening for.

Listen First, Engage Later

Be strategic. What do you want to accomplish? Know the goal and think long term. Where do you want your community to be in 5 years? 10? 25?

Use “freemium” tools to listen, like HootSuite.Know what keywords you should be listening

for.Spend plenty of time listening to what your

community talks about, especially when it’s not about your cause.

Your Mission

…should you choose to accept it, is to write down what you know about your communities.

How old are they?What gender?How educated?What interests them?

Your Mission

…should you choose to accept it, is to write down what you know about your communities.

How old are they?What gender?How educated?What interests them?

And, most importantly: What would you say to these folks if they were all sitting right here in the room with you? What do you want them to do?

CHRISTINA TRAPOLINOSOCIAL MEDIA DIRECTOR, JASON’S DELI

@CMTRAPOLINO

Social Media Strategy for Obesity Prevention