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Marketing Public Health
Through Social Media
NC Public Health Association Spring Educational Conference
Angela Connor, Social Media Manager
May 17, 2011
Social media isn’t a fad, it’s
a fundamental shift in the
way we communicate.
Spheres of influence

If you build
it, will they
come?
Today, I challenge you to…


• Rethink your messaging
•   Become your own publisher

•   Find your audience. Go where they are.

•   Take the focus off of YOU

•   Engage: Don’t be afraid to ask questions and find out what
    your target audience wants and needs from you

•   -Learn from others

•   -Apply to YouTube for Nonprofits (we’ll discuss this later)

•
Today, I challenge you to…


• Rethink your messaging

•


                             This is too much
                             for a wall post.
                             Facebook is not
                             a press release
                             service!!
Today, I challenge you to…


•   Rethink your messaging

•   Become your own publisher

•   Find your audience. Go where they are.

•   Take the focus off of YOU

•   Engage: Don’t be afraid to ask questions and find out what
    your target audience wants and needs from you

•   -Learn from others

•   -Apply to YouTube for Nonprofits (we’ll discuss this later)

•
Before you do ANYTHING…
What are your goals?


•   Change behaviors – move         •   Get noticed. More media
    people to action                    coverage

•   Drive home a specific issue     •   Prevention of chronic
                                        diseases
•   Raise awareness
                                    •   Fan engagement and
•   Drive traffic to website/blog       growth


•   Connect with a particular
    population
Now we’re ready
•Content

•Context

•Connectivity

•Continuity

•Collaboration
Salt Lake Valley Health Dept. Video Contest
Salt Lake Valley Health Dept. Video Contest
Tobacco Free Parks – Greensboro
Participate with People
Serve with Content
Engage Influencers
Empower others
Participate with People




Create real dialogue with
   your stakeholders
A few key points words about Facebook



•   Making the case – Engagement is a must for success
     • More than 500 million active users
     • 4,46,720 million North Carolinians (57% female, 43% male)
     • Facebook users share 30 billion pieces of content each month
     • Average user has 130 friends
     • Average user creates 90 pieces of content per month
     • Average user is connected to 80 community pages, groups
       and events
     • Facebook ads that link to Facebook content perform 50% better
       than ads to external websites
Serve with Content




www.youtube.com/user/SaltLakeValleyHealth#p/c/DDC658E4C8BF9B8A
Make Your Content Engaging and Interesting
Empower Others
Social Media Training




Now, let’s get
a few things
   straight
Get Noticed
Be Relevant
Be Engaged
Drive Results
Stay in Touch

Angela Connor
Author, “18 Rules of Community Engagement: A Guide for
Building Relationships and Connecting With Customers
Online.”

Twitter: @communitygirl
LinkedIn: LinkedIn.com/angelaconnor

aconnor@capstrat.com
919-573-6307

Capstrat Insights:
http://www.capstrat.com/insights/authors/angela-
connor/

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Marketing Public Health Through Social Media

  • 1. Marketing Public Health Through Social Media NC Public Health Association Spring Educational Conference Angela Connor, Social Media Manager May 17, 2011
  • 2. Social media isn’t a fad, it’s a fundamental shift in the way we communicate.
  • 3. Spheres of influence If you build it, will they come?
  • 4. Today, I challenge you to… • Rethink your messaging • Become your own publisher • Find your audience. Go where they are. • Take the focus off of YOU • Engage: Don’t be afraid to ask questions and find out what your target audience wants and needs from you • -Learn from others • -Apply to YouTube for Nonprofits (we’ll discuss this later) •
  • 5. Today, I challenge you to… • Rethink your messaging • This is too much for a wall post. Facebook is not a press release service!!
  • 6. Today, I challenge you to… • Rethink your messaging • Become your own publisher • Find your audience. Go where they are. • Take the focus off of YOU • Engage: Don’t be afraid to ask questions and find out what your target audience wants and needs from you • -Learn from others • -Apply to YouTube for Nonprofits (we’ll discuss this later) •
  • 7. Before you do ANYTHING…
  • 8. What are your goals? • Change behaviors – move • Get noticed. More media people to action coverage • Drive home a specific issue • Prevention of chronic diseases • Raise awareness • Fan engagement and • Drive traffic to website/blog growth • Connect with a particular population
  • 10. Salt Lake Valley Health Dept. Video Contest
  • 11. Salt Lake Valley Health Dept. Video Contest
  • 12. Tobacco Free Parks – Greensboro
  • 13. Participate with People Serve with Content Engage Influencers Empower others
  • 14. Participate with People Create real dialogue with your stakeholders
  • 15. A few key points words about Facebook • Making the case – Engagement is a must for success • More than 500 million active users • 4,46,720 million North Carolinians (57% female, 43% male) • Facebook users share 30 billion pieces of content each month • Average user has 130 friends • Average user creates 90 pieces of content per month • Average user is connected to 80 community pages, groups and events • Facebook ads that link to Facebook content perform 50% better than ads to external websites
  • 17. Make Your Content Engaging and Interesting
  • 19. Social Media Training Now, let’s get a few things straight
  • 20. Get Noticed Be Relevant Be Engaged Drive Results
  • 21. Stay in Touch Angela Connor Author, “18 Rules of Community Engagement: A Guide for Building Relationships and Connecting With Customers Online.” Twitter: @communitygirl LinkedIn: LinkedIn.com/angelaconnor aconnor@capstrat.com 919-573-6307 Capstrat Insights: http://www.capstrat.com/insights/authors/angela- connor/