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Utilizing Technology for Behavior Change

Utilizing Technology for Behavior Change. What are these people doing?. Social Media Memes and Cultural Significance. Social Media Landscape in the Developing World. Facebook is a Global Leader. Social Media Usage is Ubiquitous . China. Latin America. Africa. China.

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Utilizing Technology for Behavior Change

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  1. Utilizing Technology for Behavior Change

  2. What are these people doing?

  3. Social Media Memes and Cultural Significance

  4. Social Media Landscape in the Developing World

  5. Facebook is a Global Leader

  6. Social Media Usage is Ubiquitous China Latin America Africa

  7. China • 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.

  8. Latin America • 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

  9. Africa • 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.

  10. 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

  16. Plan Your Campaign

  17. Incorporate Social Marketing Theory

  18. Define your Social Media Strategy The Strategy is notwhatyou are going to do It is HOW you are going to do it

  19. 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.” ReinekeReitsma research director at ForrestoR

  22. Social Platform #1 Blogs • 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

  23. Blogs for Behavior Change

  24. Social Platform #2 Microblogging • 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

  25. Microblogs for Behavior Change

  26. Social Platform #3 Social Networks • 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.

  27. Social Networks for Behavior Change

  28. Platform #4 Multimedia Sharing • 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

  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

  32. Measurement

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

  34. Measuring Reach, Preference & Action Reach and Positioning Preference Action Desired Behavior Change Impressions Sentiment Number of New Fans/Likes Survey-based Preference Link Shares Likes Per Post Number of Wall Posts Link Click-throughs Video Views Media Uploads (videos, photos)

  35. Questions?

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