Fizz Free Whanau Social Media campaigns as a vehicle for - - PowerPoint PPT Presentation

Fizz Free Whanau

Social Media campaigns as a vehicle for community-led social change

What is Fizz Free Whanau?

• Public health campaign to engage wha̅nau 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 ko̅hanga, kura, marae

and local organisations from February 2017 onwards

• Platforms:
• Facebook and Ha̅pai Website
• Instagram, Twitter
• Audience:
• Wha̅nau 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

• Goals
• Timeline
• Target audience
• Platform
• Action
• Hashtag & Slogan

During

• Responsiveness
• Tracking
• Engage participants
• Engage media
• Adjust

After

• Thank yous
• Funnel
• Post-mortem

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