Get Social! Using Social Media to Advance Your Mission, Raise Awareness, and Provide Peer Support

1. Get Social! Using Social Media to Advance Your Mission, Raise Awareness, and Provide Peer Support Presenters: Julio Brionez, Jeneé Darden, and Eric Jensen March 2, 2012

2. Agenda • Welcome, introductions, and housekeeping –Leah Harris • Presentations: • Julio Brionez, Mental Health America of Montana • Jeneé Darden, Peers Envisioning and Engaging in Recovery Services (PEERS) • Eric Jensen, Project Return Peer Support Network • Q & A session and close

3. Questions? At the end of the webinar, there will be a Q & A session. You are invited to ask questions at any time through the “question” function. During the Q & A session, you may ask a question via the “hand raise” function, if you wish to ask a question verbally. Questions will be taken in the order they are received.

4. Archive This webinar will be recorded. This PowerPoint presentation and the webinar archive will be posted to the NEC website at: http://www.power2u.org/information-technology.html

5. Social Media in Montana

6. E-Blast • Weekly emails informing our subscribersof news and events • Benefits: • Fast and effective way to communicate with your audience • Easy access to audience preferences

7. E-Blast Track Your Results • Find out the stats on your campaigns and subscribers, so you can improve your content with every send and tailor your newsletters to your readers.

8. E-Blast MailChimp.com Free up to 2,000 Subscribers 12,000 Emails a Month

9. Facebook - Twitter • Make regular updates This first tip is vital. With Facebook pages popping up every day and twitter timelines becoming packed, regular updates keep your audience tuned into your organization • Facebook Pages not Profiles*This tip is pretty important. If your business has a Profile instead of a Page, then you won’t be able to utilize most of the other tips we’ll be sharing. Pages have several advantages for businesses over Profiles, including… • Promote Your Pages Offline*If you build it, they will not come. You need to let people know about it. First, go to http://www.facebook.com/pages/create.php and https://twitter.com/signup to secure a vanity URL for your Facebook and Twitter pages. Then, put that URL everywhere… • Offers, Discounts & Deals*Facebook fans and Twitter Followers want discounts. In fact, it’s the number one reason they’ll “Like” a Facebook page and “Follow” you on Twitter. • Facebook Video *Video can be a great part of an online marketing mix. Many people upload and share YouTube videos, but there are also advantages to Facebook Video as well…

10. Podcasts • Weekly interviews with mental health professionals, peers, and non-profit organizations in Montana • Benefits: • Reach a new audience • Unlike video podcasts, audio podcasts allow a listener to multi-task, so they could end up listening to you on the way to work on while they browse the web. • Build a relationship with your listeners • Because podcasts are also opt-in, it means that only people who are interested in what you have to say will listen.

11. Connect with Us • Email: julio@mhaofmt.org • Facebook - facebook.com/MHAofMontana • Twitter – twitter.com/MHAofMT • Eblast – montanamentalhealth.org/ebsub.html • iTunes – Search for Mental Health America of MT • or visit montanamentalhealth.org/subpod.html

12. Presentation for “Get Social!” Webinar

14. Website Tips • Figure out your audience. Who are you trying to reach? • Have a nice balance of photos and word content. Too many/few words or photos can lose users. The right balance will keep users coming back. • Keep language simple. If you want your org’s mission to reach a broader audience, keep in mind not everyone knows terms or words common in the peer-consumer community. • Website should be user friendly and easy to navigate. • Keep content updated. Websites with old content give off the impression of little activity at your organization.

17. Facebook and Twitter • Post information about upcoming events. • Encourage followers to invite their friends to increase your traffic. • Keep it updated daily. • Monitor for spam or inappropriate comments.

19. Media Watch App • Volunteer catches positive or negative content about mental health in the media. • Contacts PEERS media team via email with a link to the content. We review it and post it online as an “Action Alert.” • Coming end of March is our Media Watch App which will allow volunteers to submit Action Alerts through their smartphones. • People can “take action” by contacting the media agency in the Action Alert. They can send e-mails of thanks or disappointment.

20. Media Watch App

21. App Tips • User friendly • When working with app developer make sure he/she clearly and thoroughly explains how apps are tested. • Keep checking apps for bugs before launching • Make sure developer follows through on timetable

22. Blogging Tips • Set the tone based on your audience and stick with a theme for consistency. • Edit for content. • Update, update, update – You’ll lose regular followers if the content is stale. • Remember whatever you put on the internet, stays on the internet. • Remind bloggers to be mindful of the things they write. If they want to keep something private, don’t put it on a blog. • Monitor comments section, follow up with people who left comments. • Monitor comments for inappropriate content or spam.

25. YouTube Tips • Be Creative, have fun. • Video should accurately reflect the image of your organization. • Create video to promote and inform viewers about your org, campaign, mission, etc. • Create videos to promote fundraisers or events. • Share links to video with followers on Facebook and Twitter and ask them to spread the word. • Keep videos at a nice length. Not too long where the audience is bored, but not too short where information is left out. Of course the time limit depends on the nature and type of video. For example 15 minutes may work for a short documentary, but is too long for a promotional video about an upcoming poetry night fundraiser.

29. Podcast Tips • Invest in a good microphone and digital recorder for sharp sound quality. A good recorder can easily cost you $500+, but talk to experts at professional electronic stores. They may refer you to more affordable alternatives. • Editing software like ProTools and Adobe Audition will also cost you hundreds. For Mac users, depending on the age of your computer, you can use Garage Band for editing. It’s already installed in your Mac computers. • Podcasts are great for recording interviews, audio documentaries, oral histories

30. Final Thoughts • Be creative, think outside of the box, have fun. • Don’t totally abandon using paper for media and marketing. There are still a lot of people without computer access. Contact PEERS: Web: www.peersnet.org Twitter: @peersorg Facebook: search for PEERS (Peers Envisioning and Engaging in Recovery Services)

31. Utilizing Social Media in Peer Organizations Eric Jensen Executive Assistant/Communications Coordinator Project Return Peer Support Network www.prpsn.org www.facebook.com/prpsn ejensen@prpsn.org

32. Project Return Peer Support Network… 1980 – CA’s first staff-facilitated peer support program for people with mental illness 1992 – Transitioned to client-operated program in response to the need for a greater voice in designing and running our own programs 2010 – Became an independent, client-run 501c3 Primarily funded by LA DMH and SAMHSA 2012: Project Return Peer Support Network

33. What We Do… Over 100 peer run self-help groups in Los Angeles County After-hours Warm Line Three tiers of Peer Advocate Training Community Integration Program Community-based Spanish language center for families and individuals 2012: Project Return Peer Support Network

34. So, what is “Social Media” anyway? 2012: Project Return Peer Support Network

35. Old vs. New Media… • Old Media: TV, Radio, Newspapers, etc. • “One-To-Many” • Information and communication channels control by large media companies • Passive audience • New Media: (Facebook, Twitter, etc.) • “Many-To-Many” • Information can be mashed-up and personalized by anyone • Engaged, interactive audience • Huge potential for viral spread of information 2012: Project Return Peer Support Network

36. Some key aspects of social media… “Storytelling 2.0 uses social media tools to convey how your organization’s programs have made a difference in the world…The best stories are participatory, ongoing threads, and the most useful ones for non-profits are not created by the organization itself.” – Beth Kanter, CEO Zoetica Access: Free, Fast, Easy, Everywhere, Always On Collaborative: Anyone can personalize content and join the conversation. Communications are not just driven by companies/organizations Customize: Personalized content delivery 2012: Project Return Peer Support Network

37. How can social media impact advocacy? Susan G. Komen Foundation reversed a major policy decision in days due to public outrage expressed through social media In 2006 it would have taken years for advocates to achieve a similar level of policy change using email, blogs, etc. The speed and reach of social media allows people to respond emotionally. “This is outrageous!” … SHARE 2012: Project Return Peer Support Network

38. What are your social media goals? Who is your audience? What do you want to say? Raising cause/organizational awareness Becoming a valued source for information Creating a personal voice for your organization Fundraising Providing direct service Building online community around your cause 2012: Project Return Peer Support Network

39. How are you measuring outcomes? Facebook Insights Google Analytics (website traffic) Number of followers Number of online comments, phone calls, emails, etc. Successful fundraising 2012: Project Return Peer Support Network

40. What’s the most effective content? Photos: People love to see themselves and to be tagged in photos Videos can be even better as long as they are short and easy to stream Be authentic Be personal Have fun! 2012: Project Return Peer Support Network

41. Social media today at PRPSN… Social media is a new experiment for our agency. We just jumped in to see what works! Part of an agency-wide re-branding and marketing initiative Facebook Page Company blog & presence on Mad In Americablog. Extensive use of Twitter (@keriswithak) 2012: Project Return Peer Support Network

42. Social media successes:Facebook, community outreach, and blogging… PRPSN Facebook Page www.facebook.com/prpsn (please Like us! )has engaged Los Angeles peers and connected us with national peer and mental health organizations PRPSN Blog and Mad in America webzine have established our CEO Keris Jän Myrick as a peer and mental health thought leader Bringing WiFi equipped laptops to Los Angeles homeless population Supporting social media interest in our self-help groups 2012: Project Return Peer Support Network

43. Twitter… Follow Advocacy Barbie on Twitter! @keriswithak Regular engagement in national mental health policy Twitter chats has increased agency and cause awareness Twitter engagement has led to new partnerships and opportunities Recent Twitter chat discussing mental health policy issues hosted by Representative Grace Napolitano “This Is Our Time” teleconference. Simultaneous Twitter chat allowed listeners to participate and ask questions in real-time 2012: Project Return Peer Support Network

44. Challenges… “Telling your story via social media won’t have much impact if you lack the clear objectives and accurate identification of your audience (s) that comes with research and strategy formation. The other pitfall that nonprofits fall into is failing to realize that the use of social media must be part of a multichannel strategy that includes email, a strong website presence, face-to-face events, reaching out to the mainstream media, and Google ads.” – Beth Kanter Social media is most effective as part of a comprehensive marketing and communications strategy 2012: Project Return Peer Support Network

45. More challenges… Digital divide: many constituents are not tech savvy and have limited communication skills and/or Internet access & experience. How do we reach people where they are? Need for experienced in-house, marketing, media production and fund development resources & staff Concerns about privacy and boundaries between personal and organizational communication 2012: Project Return Peer Support Network

46. Our approach… Despite the lack of a mature communications/fund development program we are using Facebook and other social media daily to: • Advocate • Reduce stigma • Discuss our programs and successes • Connect with others: • Family members • People in need of services • Legislators • Donors • And most importantly… each other! 2012: Project Return Peer Support Network

47. Tips… Get photo releases before posting When posting pictures, don’t use names unless the individual has given their consent Post fresh content often and monitor which posts are most engaging to your followers Remove questionable posts if there are privacy concerns 2012: Project Return Peer Support Network

48. Looking toward the future… Exploring new ways to integrate social media into our existing programs such as our Warm Line Exploring other social media channels (Linked In, Pinterest, FourSquare, YouTube, etc.) Integrating social media into our developing marketing and fund development plans 2012: Project Return Peer Support Network

49. How can we best use social media to tell our stories? 2012: Project Return Peer Support Network

50. “We live in a world where more individuals have access to mobile phones than to clean water…How can we feed children, lift communities out of poverty, and create lasting, sustainable, positive global change with the high-powered technological tools at hand? The answer lies in the individual.” – Claire Díaz-Oritz, author of ‘Twitter for Good’ Eric Jensen Project Return Peer Support Network www.prpsn.org www.facebook.com/prpsn ejensen@prpsn.org 2012: Project Return Peer Support Network