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Audience Up September 18, 2012 2012 NAHMMA Convention
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2 Hello I’m Nick
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3 Nick NICK
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4 Why Nick? ONLINE GAMBLING
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5 It Gets Better AFFILIATE
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6 …But This Is
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7 Step 1 What do you want them to do? Hint: It’s probably not “be aware.”
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Audience Up Your Goal is to reach your audience; not to express your message 8
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9 This is Simon
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10 This is the New Average Person
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11 The Big 3 Motivators Barriers Channels of Communication
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12 Barriers
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13 Public Education Teen Smoking Campaigns 1990’s
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14 Public Education Teen Smoking Campaigns 1990’s 1 1 Chronic Dieses – Notes and Reports (Center for Dieses Control Vol 14, No. 3, 2001)
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Public Education Knowledge = Behavior Change ? 15
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16 Information Campaign Teen Smoking Campaigns 2 2 W. Kip Viscusi, Smoking: Making the Risky Decision (New York: Oxford University Press, 1992)
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17 If Not That, Then What? 1. Not Applicable
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18 If Not That, Then What? 2. Overwhelming
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19 If Not That, Then What? 3. Loss of Social Status
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20 Motivators
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21 The Problem vs. the Solution
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22 Percent That Littered The Problem vs. the Solution
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23 The Problem vs. the Solution
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24 Percent That Littered The Problem vs. the Solution
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25 The Problem vs. the Solution +
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26 Percent That Littered The Problem vs. the Solution
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27 The Problem vs. the Solution +
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28 Percent That Littered
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Communicating Social Norms
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Messages: – information, – environmental, – financial, – social responsibility, – norms
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4
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Communicating Social Norms
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day 24135 MostLeast
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day
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The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day
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45 What not to Do It’s OK, I work for him.
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46 Channels of Communication Social Groups (especially those related to kids and church) Publications Television/Radio Networks
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47 It is 2012 After All… Social Media
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48 Pitfalls of Social Media 1. One Way Facebook
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49 Pitfalls of Social Media 2. Buy Facebook and Google Ads
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50 Pitfalls of Social Media 3. Know what Search Engine Optimization is
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51 Outreach is not Information 1. Build up your community online 2. Buy online ads 3. Choose your words for SEO
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More than Information 52
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The Golden Equation Behavior Change = Motivators 53 - BarriersCommunication ( )
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54 Contact Nick Laurrell S. Groner Associates 510-224-5086 nlaurrell@sga-inc.net
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