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Advancing Youth Engagement & Leadership

How to nurture group identity to build stronger communities that inspire online engagement and offline action.
by

Mandi Lindner

on 19 August 2015

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Transcript of Advancing Youth Engagement & Leadership

YOUTH
If they identify more highly with the group they are more likely to participate in higher cost activities
CASE STUDY
Oppositional Movements in Egypt 2004-2011
ENGAGEMENT
1/9/90 Ratio for Building Online Communities
Individuals only participate in collective action when they recognize their
membership
in the relevant collective (Wright, 2001)
HOW IT WORKS
SOCIAL MEDIA
The technology & space for expanding and sustaining the networks upon which social movements depend
GROUP IDENTITY
COMMON GOAL
ENGAGEMENT
Advancing Youth Engagement & Leadership
THANK YOU!
Social Media Networks & Strategies
The
degree
of group identification appears to be a strong predictor of collective action participation (Stekelenburg & Klandermans, 2007)
Social Media
Such identification
can only grow out of
communication between
individuals
Social Media
Mobile & Internet enhance a movement's capacity to coordinate activity, respond to challenges, and become less dependent on mainstream media
Social Media
Traditional Media
F2F Networks
+
+
Availability to Participate
Young people have more free time and less to lose by way of financial and emotional obligations
Mobilization depends upon contact Social Media
Social Media
amplifies
a movement, growing the size and likelihood of participation
1. Kefaya - spread news, hosted online forum, coordinated activities through website
2. April 6th Youth - first group to make use of Facebook and Twitter
SUCCESS
Used a
simple message
to mobilize and embrace diverse groups
BLOGGING
Created a
brokerage
by linking, commenting, and referencing each others' posts
DECLINE
Narrative elusive and abstract
Removed from every day problems
Unable to find and sustain middle ground
SUCCESS
Used blogs, Flickr, YouTube, Facebook, & Twitter
DECLINE
Failed to offer unifying narrative
Failed to reach audience beyond Facebook
Not enough on-the-ground organizing
LESSON
Intermodality:
overlapping of networks is necessary for a social movement to move beyond online following (Lim, 2005)
1. 300 Facebook users joined after being invited via email



2. Movement's co-founder arrested, reported in media



3. Many joined because friends asked them to
grew to 3,000 in 3 days
many clicked "join" because it was suddenly trendy
large online presence, however, did not translate to offline action
TRIGGERING EVENT
Social networks are crucial for mobilization, but injustices that provoke shared resentment and anger are often necessary to overcome barriers and trigger actual participation in collective action (Yank, 2007)
TECHNOLOGY
Social media facilitated expansion of movement beyond strong network ties to include individuals with weaker ties to the movement and each other.
INFORMAL NETWORKS
Mobilization efforts were geared toward reaching regular Egyptians via text messages and offline means such as flyers, pamphlets, and word of mouth

Taxi drivers were as important as Facebook

Food vendors acted as hubs

Activist leaders and average participants used social media to reach a global audience
1% of users will be creators
9% of users will be commenters
90% of users will be observers
Engagement Funnel
EMOTION
AUTHENTICITY
Content
related to
brand, but not
about
brand
Emotional Marketing Value (EMV):
Basic language harmonics that are always interpreted with the same emotional response. EMV calculates words used and how likely they are to garner an emotional response.
EMV Calculator: http://www.aminstitute.com/headline/index.htm
Headline Analyzer: http://www.coschedule.com/headline-analyzer
Anger
Happiness
Relaxation
Sadness
Content evokes powerful emotional response, and, therefore, incites sharing
Content evokes emotions, but not powerful enough to invoke sharing
Have a willingness to take risks and be vulnerable


Align voice to brand mission and values


An authentic voice is:
helpful
meaningful
verifiable
consistent
real
knowledgable
People will engage with content that taps into the bigger idea behind the brand
Example:
Nike "Just Do It"
Campaign isn't about shoes, it's about
what you do
while wearing the shoes
Engaging Content =
Thinking less about promoting yourself
Thinking more about promoting the themes/beliefs/lifestyle of your brand
Customer-centric, not brand-centric
Increasing Engagement
1. Post where your audience is


2. Respond to people who engage with you


3. Use positive reinforcement
Youth = Instagram, Tumblr, Snapchat, etc
Young Adults = Facebook, Twitter, etc
Acknowledge replies, thank followers, respond to messages
Reward top commentors: highlight them on #FollowFriday, invite them to guest post, hold drawings for comments, etc
40%
of face-to-face communication is about the self
80%
of social media shares are self-focused
Teens, Social Media & Technology Overview 2015
Top Social Media Platforms for Teens
(% of teens 13 to 17 who use...)
Facebook
Instagram
Snapchat
Twitter
Google+
Vine
Tumblr
Other
71%
52%
41%
33%
33%
24%
14%
11%
92%
of teens report going online daily
91%
of teens go online from mobile devices at least occasionally
A typical teen sends and receives texts per day
33
RESOURCES
Digital, Social, & Mobile 2015
http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/

How Great Leaders Inspire Action
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en

How to Start a Movement
http://www.ted.com/talks/derek_sivers_how_to_start_a_movement?language=en

Social Media & Oppositional Movements in Egypt
http://onlinelibrary.wiley.com/doi/10.1111/j.1460-2466.2012.01628.x/abstract

Strategic Collective Action: Social Psychology & Social Change
http://www.amazon.com/Blackwell-Handbook-Social-Psychology-Intergroup/dp/1405106549

Individuals in Movements: A Social Psychology of Contention
http://www.amazon.com/Handbook-Movements-Disciplines-Handbooks-Sociology/dp/0387765808

The CMO's Guide to the Social Landscape 2015
http://www.cmo.com/articles/2015/3/4/cmos_guide_2015_social_landscape.html

Analytics to Action, by Tim Cigelske
https://tablo.io/tim-cigelske/analytics-to-action
Slides & Speech
Presentation with speech
Resources & Links
US-based Stats
Full transcript