1 multi chanel communications phone, text & chat helplines brian pinero wade treichler

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1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

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Page 1: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

1

Multi Chanel CommunicationsPhone, Text & Chat Helplines

Brian Pinero

Wade Treichler

Page 2: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

Who we are...

• Brian Pinero– Acting Director,

National Dating Abuse Helpline@darkshambo

• Wade Treichler– Director of Communications,

National Dating Abuse Helpline@wadeferd

Page 3: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

Who We Are...• National Dating Abuse Helpline

– Peer Advocates provide services at loveisrespect.org

– All advocates between the ages of 16 & 25

– Receive 40 hours advocate training

– Peer supervisors

– Communications team that also supports two other organizations

Page 4: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

Our Goal: Cross-channel engagement, providing the opportunity for service at every potential interaction.

Page 5: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

Our Core Services– Phone Services– Web Chat

Page 6: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

Audience– We are serving 13 to 24 year-olds in dating abuse

relationships– The audience engages on multiple channels and

expects to us as a service provider to meet them where they are - channels we are sometimes not ready or able to tackle

– We need to be open to their approach and language - this is not always easy and sometimes challenges our core values

Page 7: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

Our Next Generation Services– Blog– Social Media - Facebook, Twitter, Instagram,

Spotify, Flickr and whatever comes out next– SMS/Text Message

Page 8: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

SMS/Text Messaging– Introduced to fill a gap– Low threshold of engagement for texting– More specific terms and engagement, more to the point

(AIDS.gov)– Targeting unreached populations

Page 9: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

Loveisrespect.org Blog– Robust pop culture content to

educate teens who are savvy on Chris Brown and Rihanna, but don't understand dating abuse

– Self Determined levels of engagement - Lurker concept

– Targeting periphery networks

Page 10: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

MTV Real World– Response to an episode of MTV's Real

World that highlighted abusive behaviors

– Pre-screening allowed us to pre-write posts, pre-record advocate videos in response to each each segment

– Took videos and posts live on YouTube in realtime as segments aired

– Staff on the ground responding to comments on YouTube, Facebook, Twitter, LIR Blog, in realtime

– Important to know your audience, understanding your assigned channel

Page 11: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

MTV Liveblog Outcomes

– Large engagement metrics on multiple channels

– Engaged audience through a national media event

– Involved advocates staff from multiple departments

– Further developed a relationship with MTV Execs

Page 12: 1 Multi Chanel Communications Phone, Text & Chat Helplines Brian Pinero Wade Treichler

5THAnnual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH

April 1st - 3rd, 2012 San Francisco, CA

What We’ve Learned...– Access for social media for youth is a policy

issue (Texas House bill 121) – Content curation is a valuable tool– Maximize the share-ability

(keep it clever and short) – Searchable Archives to support curation– Peer Engagements - people like us are to old