Social Marketing Media (Portland Prevention)


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Portland Prevention presented this slideshow to an audience of prevention providers at the 2009 Maine Office of Substance Abuse Prevention Provider's Day in Bangor, Maine on November 5th.

We utilized this slideshow to show other prevention providers what WE used in our coalition to get our message out to the masses.

This slideshow offered the opportunity for interactive discussion about how to (and how not to) utilize the 3 social media tools we use in our coalition. Supplemental materials were provided to the audience (and are posted here on

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Social Marketing Media (Portland Prevention)

  1. 1. Using Social Media Marketing to Carry the Message of Prevention<br />Amanda Edgar & Ronni Katz<br />City of Portland Public Health Division<br />Substance Abuse Prevention Program<br />
  2. 2. Defining Social Media Marketing<br />What is it?<br />Where did it come from?<br />What do we do with it?<br />
  3. 3. What is Social Marketing?<br />Social Marketing is the practice of utilizing the philosophy, tools, and practices of commercial marketing for health and/or social programs.<br />Social marketing sells a behavior change to a targeted group of individuals<br /><ul><li>Accept a New Behavior
  4. 4. Reject a Potential Behavior
  5. 5. Modify a Current Behavior
  6. 6. Abandon an Old Behavior</li></li></ul><li>“Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment and communities) as well as the target audience.&quot;  <br />Philip Kotler, Nancy Lee and Michael Rothschild (2006)<br /><br />
  7. 7. What is Marketing About? It’s about Behavior<br /><ul><li>Not driving after drinking
  8. 8. Not smoking
  9. 9. Managing stress
  10. 10. Eating 5 servings of fruits & vegetables
  11. 11. Not physically abusing/assaulting
  12. 12. Approving and implementing environmental changes on campus</li></li></ul><li>
  13. 13.
  14. 14.
  15. 15. Where people search for health information<br />
  16. 16. Who Uses the Internet & How?<br /><ul><li>147 million (73%) people are on the Internet
  17. 17. 91% read email
  18. 18. 48% video sharing
  19. 19. 39% read blogs
  20. 20. 35% have profile on social networking site (2008)</li></ul>Source : Pew 2007/2008<br />
  21. 21. Introduction and Background<br />75% of US adults use the Internet<br />16% of Internet users use social networking websites<br />Social networking websites focus on building online social networksor communities of people who share interests and activities and provide ways for users to interact<br />11<br />
  22. 22.
  23. 23. Using Web 2.0 to Promote Public Health Messages<br />WHAT IS WEB 2.0?<br />Information Week has broadly defined Web 2.0 as “All the websites [and web technologies] out there that get their value from the actions of users.” <br />Examples include web logs (blogs), social networking sites like MySpace and Facebook, podcasts, media sharing, and virtual worlds like Second Life.<br />
  24. 24.
  25. 25.
  26. 26. Quick Survey:<br />Do you have an account with:<br />Myspace?<br />Facebook?<br />Flickr?<br />LinkedIn?<br />Stumbleupon?<br />Digg?<br />Reddit?<br />Have you ever searched:<br />Wikipedia?<br />Yahoo!?<br />Google?<br />Ask?<br />Do you read blogs?<br />Do you use an RSS feed/reader like Google, Newsgator or Bloglines?<br />Have you submitted content to a social network?<br />Has your content become “popular” or hit the front page?<br />Do you or any of your coalition members do social media marketing?<br />
  27. 27. Process of Social Marketing<br /><ul><li>Define Problem - Based on Analysis, Community Assessment Already Completed
  28. 28. Identify Behavior Change/Actions That Could Reduce/Eliminate Problem
  29. 29. Identify Potential Audience for Marketing Intervention</li></li></ul><li>Why You Can’t Afford <br />to Ignore Social Media<br /><ul><li>Social media costs $0.00
  30. 30. No start-up fees
  31. 31. No monthly fees
  32. 32. Missing out on a free way to communicate with the public
  33. 33. Missing out on a sector of public that receives information via social media – sometimes exclusively</li></li></ul><li>Crafting Your Message<br />Each social media tool is different<br /><ul><li>Twitter: rapid conversation, mobile accessible, ease of interaction, public
  34. 34. Facebook: large audience, networked w/groups, fan pages, locations, organizations, applications
  35. 35. YouTube: can do a lot with a little, viral spread.
  36. 36. Flickr: virtual component, encourages sharing.
  37. 37. Delicious: increases efficiency in searches for useful information on the web (trending topics)</li></li></ul><li><ul><li>Similarities
  38. 38. Encourage social interaction
  39. 39. Even playing field
  40. 40. Real-time information</li></ul>Crafting Your Message<br />
  41. 41. Crafting Your Message<br /><ul><li>Twitter: Updates, alerts, discussions, bulletins
  42. 42. Headlines (w/link to more info)
  43. 43. Facebook: Events, articles, discussion
  44. 44. Most multifaceted social media (fan page)
  45. 45. YouTube: Video message.
  46. 46. The more hilarious, upbeat, novel or catchy, the better.
  47. 47. Flickr: Visual (photo) message.
  48. 48. Images should enhance information-sharing.
  49. 49. Delicious: Compilation of “favorites” of the web
  50. 50. Should be all about you (ex: Health Topics)</li></li></ul><li>Determining What Social Media Tools Fit Your Organization’s Needs<br /><ul><li>Twitter = Fast growing, fast moving, limited & public
  51. 51. Facebook = Huge, adult population, networked
  52. 52. YouTube = Popular, limited to video, “infectious”
  53. 53. Flickr = Visual, supplemental tool
  54. 54. Delicious = Info-sharing, bookmark</li></li></ul><li>
  55. 55. Golden Rule<br />Make sure your information is of value to your community!<br />
  56. 56. What we’re Doing with Social Media<br />Constant Contact<br />Facebook<br />Blogger<br />
  57. 57. Constant Contact: Email Marketing<br /><ul><li>Email Campaign Creation
  58. 58. Email Campaign Templates
  59. 59. Email List Management
  60. 60. Image Hosting
  61. 61. Tracking & Reporting
  62. 62. Email Archive Hosting (optional)
  63. 63. Email Delivery
  64. 64. Coaching and Support</li></li></ul><li>Facebook<br />Facebook is a social utility that connects people with friends and others who work, study and live around them.<br /><br />
  65. 65. Google Reader<br />Customizable web-based aggregator for feeds from news sites, blogs, and other sites with a sharing facility capable of reading Atom and RSS feeds online or offline.<br /><br />
  66. 66. Blogger <br />Your blog is whatever you want it to be…<br />It’s a web site, where you write stuff on an ongoing basis. <br />New stuff shows up at the top, so your visitors can read what&apos;s new. Then they comment on it or link to it or email you.<br /><br />
  67. 67. What type(s) of social media/networking is your coalition using?<br />
  68. 68. Here’s a look at what other coalitions are doing…*21 Reasons’ Blog*Portland Public Health Division on Facebook (Fan Page)*CADCA (Community Anti-Drug Coalitions of America) on Twitter*LaDonna Coy (Prevention & Virtual Learning) on SlideShare*Partnership for a Drug-Free America on Flickr<br />
  69. 69. Common Knowledge – Helping non-profits leverage the internet for fundraising, marketing, communications & advocacy Media Technology in Prevention - A virtual how-to hotspot for people who want to connect, inquire, discuss and learn to put technology solutions to work for prevention and social change. Media Club - A community for the champions of Social Media and those seeking to learn<br />
  70. 70.<br />
  71. 71. Amanda 756-8053Ronni 756-8116<br />City of Portland Public Health Division (HHSD)<br />Substance Abuse Prevention Program<br />
  72. 72. Thank you!!<br />