Social Marketing Through Social Media
Dan Cohen, PrincipalFull Court Press Communications dan@fcpcommunications.com          510-271-0640  @dcstpaul / @FullCour...
Overview• Introductions & Overview• Guests galore!  – Sharing stories, “wins,” learnings and best    practices• PM – Get t...
Social  Marketing:Are you smarter  than a third    grader?
A Starting Point• Take a moment to answer the question – If I could just get (insert person/people) to (insert activity), ...
What Choices Did You Make?•   Audiences•   Actions•   Goal-setting•   Timing/Measurements
What about you?
What Social Marketing Campaigns Have         You Participated In?•   Over the past 30 days?•   Off-line / Real-world activ...
“It Gets Better”       CHPC        9
A Starting Point• Thinking about “It Gets Better”– Now answer  the questions…. If I could just get (insert person/people) ...
Today’s Approach• Public Health Social Marketing Successes• Ethnic Media as a Social Marketing  Partner• Social Media as a...
Brainstorm – Finishing our AMRapid-Fire Brainstorm Exercises / Pairs1. One New Audience / One New Challenge2. Teaching Old...
BREAK Image: Barbara Kyne Fine Art Photography
Brainstorm – Finishing our AMReflections on morning guests?
Today’s Approach• Public Health Social Marketing Successes• Ethnic Media as a Social Marketing  Partner• Social Media as a...
Sharing – 3-2-1• 3 things I’ve learned so far today• 2 things I now recognize others are doing  well• 1 thing I can visual...
Where do I start? AudiencesKnow your Audience• Where are your target families/individuals?• What languages are spoken?• Wh...
Where do I start? Audiences                   Using twitter chats to                   convene. Don’t be shy.             ...
Where do I start? Social Media ToolsKnow the Tools that Matter• Ask the audience – qualitative research• Use surveys – qua...
Where do I start? Social Media ToolsWhat do you know already?• What sites/tools matter?• What is target audience talking a...
What’s not working?Who is failing?• What can we learn from their #fail?• Are goals clear?• Is action clear?• Does the audi...
What’s not working?Who is failing?• What can we learn from their #fail?• Are goals clear?• Is action clear?• Does the audi...
My $100 Plan• Allocate $100 worth of funds for use in social  marketing & Why?  – Paid media (which, how much?)  – Social ...
Dan Cohen, PrincipalFull Court Press Communications dan@fcpcommunications.com          510-271-0640  @dcstpaul / @FullCour...
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Social Marketing with Social Media by Dan Cohen

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Social Marketing with Social Media by Dan Cohen

  1. 1. Social Marketing Through Social Media
  2. 2. Dan Cohen, PrincipalFull Court Press Communications dan@fcpcommunications.com 510-271-0640 @dcstpaul / @FullCourtPress Slide 2
  3. 3. Overview• Introductions & Overview• Guests galore! – Sharing stories, “wins,” learnings and best practices• PM – Get to work – Making decisions, allocating resources
  4. 4. Social Marketing:Are you smarter than a third grader?
  5. 5. A Starting Point• Take a moment to answer the question – If I could just get (insert person/people) to (insert activity), it would help my organization achieve (insert goal) by (date).
  6. 6. What Choices Did You Make?• Audiences• Actions• Goal-setting• Timing/Measurements
  7. 7. What about you?
  8. 8. What Social Marketing Campaigns Have You Participated In?• Over the past 30 days?• Off-line / Real-world activities?• On-line activities?• What engaged you?• Did you tell anyone?• Could you see the “big picture?”
  9. 9. “It Gets Better” CHPC 9
  10. 10. A Starting Point• Thinking about “It Gets Better”– Now answer the questions…. If I could just get (insert person/people) to (insert activity), it would help my organization achieve (insert goal) by (date).
  11. 11. Today’s Approach• Public Health Social Marketing Successes• Ethnic Media as a Social Marketing Partner• Social Media as a Game-changer• Where do I go from here?
  12. 12. Brainstorm – Finishing our AMRapid-Fire Brainstorm Exercises / Pairs1. One New Audience / One New Challenge2. Teaching Old Audience a New Trick3. “Can I have 5 minutes of your time?”
  13. 13. BREAK Image: Barbara Kyne Fine Art Photography
  14. 14. Brainstorm – Finishing our AMReflections on morning guests?
  15. 15. Today’s Approach• Public Health Social Marketing Successes• Ethnic Media as a Social Marketing Partner• Social Media as a Game-changer• Where do I go from here?
  16. 16. Sharing – 3-2-1• 3 things I’ve learned so far today• 2 things I now recognize others are doing well• 1 thing I can visualize doing differently• Bonus: New way to achieve an old goal?
  17. 17. Where do I start? AudiencesKnow your Audience• Where are your target families/individuals?• What languages are spoken?• Where are the gathering places – social, religious or other? On-line?• How is information shared across communities?• What media outlets / social media tools matter and are trusted?• Where are the informal networks for sharing information?
  18. 18. Where do I start? Audiences Using twitter chats to convene. Don’t be shy. If there is no home, build one
  19. 19. Where do I start? Social Media ToolsKnow the Tools that Matter• Ask the audience – qualitative research• Use surveys – quantitative research• Check existing analytics / sales data from on-line providers (trust me, they know)• Reverse engineer – what else is working?• Test, test, test – learning is cheap
  20. 20. Where do I start? Social Media ToolsWhat do you know already?• What sites/tools matter?• What is target audience talking about?• What’s the best thing you’ve seen someone do to engage your targets?
  21. 21. What’s not working?Who is failing?• What can we learn from their #fail?• Are goals clear?• Is action clear?• Does the audience know they are wanted?• Is there no urgency?
  22. 22. What’s not working?Who is failing?• What can we learn from their #fail?• Are goals clear?• Is action clear?• Does the audience know they are wanted?• Is there no urgency?
  23. 23. My $100 Plan• Allocate $100 worth of funds for use in social marketing & Why? – Paid media (which, how much?) – Social media (which, how much?)• What other considerations? – Staff time – Technology training/capacity building – Audience readiness
  24. 24. Dan Cohen, PrincipalFull Court Press Communications dan@fcpcommunications.com 510-271-0640 @dcstpaul / @FullCourtPress Slide 24
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