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Social marketing and social media for social change



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

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



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  • Online video sharing is a popular and powerful activity for exchanging information. Anyone with Internet access can upload, share, view and comment on video footage, and this new ability to participate in video sharing is becoming immensely popular. Using video-sharing sites to disseminate tailored health education and health communication messages helps provide an engaging experience for consumers to view and create health and safety information. With people watching over 100 million clips a day, these online video sources can be a powerful mechanism to assist CDC in distributing current and accurate science and health messages. Online Video at CDCCDC encourages the strategic use of online video-sharing sites to effectively and inexpensively reach individuals with personalized and targeted health information. CDC not only participates in YouTube, the most popular video-sharing Web site, it also develops and hosts short consumer-friendly videos on the CDC-TV Web site.

Social marketing and social media for social change Social marketing and social media for social change Presentation Transcript

  • 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
    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