Social marketing and social media for social change

Social Marketing and Social Media for Social Change
Jay M. Bernhardt, PhD, MPH
Office of the Associate Director for Communication
Centers for Disease Control and Prevention
Twitter: @jaybernhardt
This talk reflects the opinions of the author and does not necessary reflect the official positions of the Centers for Disease Control and Prevention or the US Department of Health and Human Services.

Social Marketing & Social Media
Social marketing:
the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good
focus on the audience; customer-centered model
Social media:
a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content
Definition Sources: http://www.wikipedia.com; Kaplan & Haenlein (2010)

Use Multiple Levels and Channels

Use Multiple Levels and Channels
Traditional Media: higherreach & cost, lower engagement
Social Media:lower cost & targeted reach, deeper engagement

Marketing and Distribution: Place Matters
Coca-Cola should always be “within an arm’s reach of desire.” – Robert Woodruff
Source: Coca-cola website image library

Use Social Marketing & Social Media
To provide evidence-based health information, products, and interventions when, where, and how people need them to inform healthy decisions and to inspire them to take actions.
Increasing Reach, Relevance & Impact
“Health within an arm’s reach of need”

Go Where People Are

Mobile Health (mHealth)

http://m.cdc.gov
iPhone and Droid Apps coming soon!

Mobile Text Messaging Pilot
16,131 as of 2/8/2010
Smoking causes about 1 out of every 5 deaths each year in the U.S. That's about 443,000 people. For help, call 1-800-784-8669)
Launched September 2009
Subscribers receive three + messages/week
Health message testing and user evaluation
NOTE: After subscribing, users are asked to respond to three optional questions: gender, age, and zip code. This information enables CDC to better segment subscribers and send relevant, targeted health messages.

Text Messaging Pilot: Demographics
48.6% Female
33.8% Male
27.6% Did not disclose Sex
48.6% are 25-54
30.7% Did not disclose Age

Participant Feedback
How would you rate your overall satisfaction with CDC's text messaging pilot?
In your opinion, how effective are CDC's text messages in meeting your needs?

Participant Feedback

Behavioral Intentions
How likely are you to use any of the information in text messages to improve your health?
How likely are you to recommend CDC's text messaging pilot to a friend?

Overall Reactions
Selected Qualitative Feedback
“I love the text messages. Well written, timely and helpful. Like the little tips and info that you don't always think about.”
“I think it is very helpful to most people. it helps people find out things they didn't know.”
“I think it's a great way to disseminate reliable information from a trusted authority.”
“The messages aren't really targeted to me. They seemed to be things that don't matter to me or things I already know.”
“It would be nice to be able to sign up for messages on specific issue areas so I'm not getting information about things that don't concern me (e.g. I am past my childbearing years). BUT, I do think it is a good idea to proactively put information in front of me that I might not otherwise seek out.”
“I hate the usage of texting shortcuts like "UR" for your, etc. I know UR trying to appeal to a young, hip audience, but to me it's a real turnoff.”

Social Networks & Partnerships

Encourage Participation & Action
Average Facebook user:
130 friends on the site
spends more than 55 minutes per day on Facebook
clicks the Like button on 9 pieces of content each month
writes 25 comments on Facebook content each month
member of 12 groups
55,000 fans since CDC Facebook page launched May 1st
Source: http://www.facebook.com (Jan. 2010)

Facebook Users by Country
Top Ten Countries for Fans of CDC on Facebook
United States
Indonesia
Philippines
Turkey
Venezuela
Colombia
Argentina
Chile
Macedonia
Tunisa
Source: www.facebook.com/CDC

CDC Facebook – User Participation
Source: Facebook Insights

CDC Facebook Users by Sex
55% of all CDC Facebook Fans are Male
For Active Fans, 64% are Female

CDC Facebook Users by Age
62% of CDC Facebook Fans are 13-24.
For Active Fans, 69% are 18-44.
Source: www.facebook.com/CDC
This is much younger than the age of CDC.gov users.
Source: American Customer Satisfaction Survey (ACSI)

19 videos posted on YouTube
3.6 Million Views since April 22nd
140,000 Views on CDC-TV
YouTube Videos and Streaming Media

Micro-Blogging on Twitter

Selected CDC Twitter Demographics
Source: CDC Twitter Survey 03/2010

Blogging & Engaging Bloggers

User Generated Content: eCards

Virtual Worlds: Second Life

Social Marketing & Social Media
CDC Goal: Provide information to our target audiences when, where, and how they want and need it to inform healthy and safe decisions
Provide information where people are
Provide information that is highly relevant
Encourage people to interact with the information
Encourage people to share the information

Target Audience

Thank you
Jay M. Bernhardt, PhD, MPH
Email: jbernhardt@cdc.gov
Blog: jaybernhardt.com
Twitter: twitter.com/jaybernhardt
Slides: slideshare.net/jaybernhardt
Metrics: cdc.gov/metrics
Social Media: cdc.gov/SocialMedia
Image Source: South Park at http://comedycentral.com

http://jaybernhardt.com	74
http://www.slideshare.net	19
http://www.lmodules.com	1
http://www.linkedin.com	1

Social marketing and social media for social change

by Jay Bernhardt

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 95

Statistics

Social marketing and social media for social change Presentation Transcript