Dr. Bernhardt's talk at the 8th Annual National Forum for Heart Disease and Stroke Prevention

1. 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.

2. 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)

3. Use Multiple Levels and Channels

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

5. 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

6. 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”

7. Go Where People Are

8. Mobile Health (mHealth)

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

11. Subscribers receive three + messages/week

12. Health message testing and user evaluationNOTE: 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.

15. Participant Feedback

16. 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?

17. 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.”

18. Social Networks & Partnerships

20. spends more than 55 minutes per day on Facebook

21. clicks the Like button on 9 pieces of content each month

22. writes 25 comments on Facebook content each month

23. member of 12 groups55,000 fans since CDC Facebook page launched May 1st Source: http://www.facebook.com (Jan. 2010)

24. 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

25. CDC Facebook – User Participation Source: Facebook Insights

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

27. 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)

29. 3.6 Million Views since April 22nd

30. 140,000 Views on CDC-TVYouTube Videos and Streaming Media

31. Micro-Blogging on Twitter

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

33. Blogging & Engaging Bloggers

34. User Generated Content: eCards

35. Virtual Worlds: Second Life

36. 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

37. Target Audience

38. 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