1. Audience Up September 18, 2012 2012 NAHMMA Convention

2. 2 Hello I’m Nick

3. 3 Nick NICK

4. 4 Why Nick? ONLINE GAMBLING

5. 5 It Gets Better AFFILIATE

6. 6 …But This Is

7. 7 Step 1 What do you want them to do? Hint: It’s probably not “be aware.”

8. Audience Up Your Goal is to reach your audience; not to express your message 8

9. 9 This is Simon

10. 10 This is the New Average Person

11. 11 The Big 3 Motivators Barriers Channels of Communication

12. 12 Barriers

13. 13 Public Education Teen Smoking Campaigns 1990’s

14. 14 Public Education Teen Smoking Campaigns 1990’s 1 1 Chronic Dieses – Notes and Reports (Center for Dieses Control Vol 14, No. 3, 2001)

15. Public Education Knowledge = Behavior Change ? 15

16. 16 Information Campaign Teen Smoking Campaigns 2 2 W. Kip Viscusi, Smoking: Making the Risky Decision (New York: Oxford University Press, 1992)

17. 17 If Not That, Then What? 1. Not Applicable

18. 18 If Not That, Then What? 2. Overwhelming

19. 19 If Not That, Then What? 3. Loss of Social Status

20. 20 Motivators

21. 21 The Problem vs. the Solution

22. 22 Percent That Littered The Problem vs. the Solution

23. 23 The Problem vs. the Solution

24. 24 Percent That Littered The Problem vs. the Solution

25. 25 The Problem vs. the Solution +

26. 26 Percent That Littered The Problem vs. the Solution

27. 27 The Problem vs. the Solution +

28. 28 Percent That Littered

29. Communicating Social Norms

30. Messages: – information, – environmental, – financial, – social responsibility, – norms

31. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4

32. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4

33. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4

34. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4

35. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4

36. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Scale 1-4

37. Communicating Social Norms

38. 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

39. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day

40. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day

41. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day

42. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day

43. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day

44. The Constructive, Destructive, and Reconstructive Power of Social Norms, P.W. Schultz et. al – Association of Psychological Science 2007 Kilowatt Hrs Per Day

45. 45 What not to Do It’s OK, I work for him.

46. 46 Channels of Communication Social Groups (especially those related to kids and church) Publications Television/Radio Networks

47. 47 It is 2012 After All… Social Media

48. 48 Pitfalls of Social Media 1. One Way Facebook

49. 49 Pitfalls of Social Media 2. Buy Facebook and Google Ads

50. 50 Pitfalls of Social Media 3. Know what Search Engine Optimization is

51. 51 Outreach is not Information 1. Build up your community online 2. Buy online ads 3. Choose your words for SEO

52. More than Information 52

53. The Golden Equation Behavior Change = Motivators 53 - BarriersCommunication ( )

54. 54 Contact Nick Laurrell S. Groner Associates 510-224-5086 nlaurrell@sga-inc.net