Fizz Free Whanau Social Media campaigns as a vehicle for community-led social change
What is Fizz Free Whanau? • Public health campaign to engage wh a̅ nau in the healthy lifestyles kaupapa by taking a pledge to go without fizzy • A starting point for wha̅nau to … • Take leadership in facilitating healthy lifestyles within their communities • Contribute to a wider discussion about • healthy lifestyles • how their communities can make a meaningful impact in the development of healthy public policy.
What is Fizz Free Whanau? • Timeframe: • Initial challenge ran from 1st -31st January 2017 • Continuous online support for late adopters • Focus on creating Fizz Free Policies with k o̅ hanga, kura, marae and local organisations from February 2017 onwards • Platforms: • Facebook and H a̅ pai Website • Instagram, Twitter • Audience: • Wh a̅ nau orientated • Auckland focused with national reach
Goals Behaviour Change: Reduce consumption of SSBs in Aotearoa, especially by our Maori whanau.
Goals & Objectives • Increase knowledge and raise awareness of risks of drinking SSBs. • Change attitudes towards SSBs • Change attitudes towards water • Increase public awareness of SSB public policy • Influence decision makers to champion healthy public policy • Foster community leadership on healthy lifestyles kaupapa
Implementation • Social media platforms: • Promotional video featuring kiwi celebrities and personalities • Facebook group for participants • Posted infographics, facts, tips, and community stories that could be shared by participants • Twibbon • Follow Up Newsletters
Media • Te Karere • Te Kaea • Radio Waatea Hour • Waatea News Article • Press Release across multiple channels
Results • 17,500 views of Facebook video • 395 members in our Facebook community • 84 Registrations via the website • Many more pledges via social media, and offline • Survey results to follow …
So what about the community? • A number of whanau pledged to extend the challenge to February, and four for the whole year. • A number also added other unhealthy behaviours into their pledge, such as ab- staining from smoking, drinking alcohol, and eating chocolate. • Identified a number of community champions who are taking leadership on this kaupapa in their own communities • Gave them platform via Facebook, Radio Waatea etc.
Who is at your table? • Marketing? • Campaign managers? • CEO? • Board? • … Who is missing?
Who is missing from your table? • Communities = biggest asset • Are you using them? • Top down, bottom up, or both? • Stop telling, start asking • Stop doing for, start enabling
Add an extra seat • Social media unique opportunity • Two-way dialogue, not a soap box • Make space & Step back
How to … Before During After • Goals • Responsiveness • Thank yous • Timeline • Tracking • Funnel • Target audience • Engage participants • Post-mortem • Platform • Engage media • Action • Adjust • Hashtag & Slogan
Before
Goals • Clear • Increase likes? • Policy change? • Behaviour change? • Simple • Measurable • Relate to organisational / comms goals
What do you want to achieve? • Likes? • Engagement? • … or actual change? • Behaviour change • Education only one part of the equation • Reinforcement • Rewards/ incentives • Make it easy
Timeline • Overall timeline of campaign • Account for a lead-in period • Build hype • Start to shape narrative • Prime people if you ’ re asking them to do something • Make an editorial calendar for posts & content drops
Define your audience • Who will they connect with? • Celebs, Experts, other members of community (eg. Community Champions) • What voice? • Organisation as experts? • Organisation as member of the community? • What style? • Visual elements, branding etc.
Get to know them! • Never assume • Reflect on own assumptions
Platform • Website • Typically less reach • Hard to get people to provide personal info • Contact details for follow up • Easy to measure • Social networking sites • Typically higher reach (people already there) • Organic, snowballs hard to track • BUT is your audience here/ proficient?
Choosing a platform • Facebook • Most common • Usually highest reach • Easy to re-share info • Easier to track • Covers most demographics • Instagram • Photo/ short video based • Harder to re-post / share tricky to track
Choosing a platform • Twitter • Easy to track reach • Journalists, media, bloggers etc. more informed audience? • Snapchat • Very difficult to track • But high sense of urgency • Very youthful demographic
Action • One defined action • Wrap-around support was helpful, but there needs to be a very clear supporter journey • Eg. Take pledge on one platform • Too many options = harder sell & dilute message • Easier to measure if one point of action whereas we tried too hard to be flexible, and in doing so diluted message • Test-drive with members of community • Goes back to assumed knowledge We found many didn ’ t know about posting publicly vs in groups, or even how to make a video
Hashtag & Slogan
During
Responsiveness • Respond to questions and any issues
Tracking • Not just your hashtag • Check where else your campaign or organisation name is being mentioned • Metrics and analytics should match your campaign goals • Engagement over likes
Engage participants • Posts should be geared to stimulate discussion • Ask questions • Ask for feedback • Visually appealing- always include a picture! • Reward people for their contribution • Prizes can be effective but not necessary • Like comments • Thank people for their comments and ask follow up questions • Be personal • Use people ’ s names • Don ’ t copy and paste generic responses
Engage media • Press releases
Adjust • Be prepared to adjust your campaign
After
Thank yous
Funnel • So your community is engaged, and motivated … now what? • Opportunities for further engagement • Other campaigns • Policy feedback • Submissions • Community leadership on the issue • FFW: All of the above
Post-mortem
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