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Using Social Media Marketing to Carry the Message of Prevention,[object Object],Amanda Edgar & Ronni Katz,[object Object],City of Portland Public Health Division,[object Object],Substance Abuse Prevention Program,[object Object]
Defining Social Media Marketing,[object Object],What is it?,[object Object],Where did it come from?,[object Object],What do we do with it?,[object Object]
What is Social Marketing?,[object Object],Social Marketing is the practice of utilizing the philosophy, tools, and practices of commercial marketing for health and/or social programs.,[object Object],Social marketing sells a behavior change to a targeted group of individuals,[object Object],[object Object]
Reject a Potential Behavior
Modify a Current Behavior
Abandon an Old Behavior,[object Object]
What is Marketing About? It’s about Behavior,[object Object],[object Object]
Not smoking
Managing stress
Eating 5 servings of fruits & vegetables
Not physically abusing/assaulting
Approving and implementing environmental changes on campus,[object Object]
Social Marketing Media (Portland Prevention)
Social Marketing Media (Portland Prevention)
Where people search for health information,[object Object]
Who Uses the Internet & How?,[object Object],[object Object]
91% read email
48% video sharing
39% read blogs
35% have profile on social networking site (2008)Source : Pew 2007/2008,[object Object]
Introduction and Background,[object Object],75% of US adults use the Internet,[object Object],16% of Internet users use social networking websites,[object Object],Social networking websites focus on building online social networksor communities of people who share interests and activities and provide ways for users to interact,[object Object],11,[object Object]
Social Marketing Media (Portland Prevention)
Using Web 2.0 to Promote Public Health Messages,[object Object],WHAT IS WEB 2.0?,[object Object],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.” ,[object Object],Examples include web logs (blogs), social networking sites like MySpace and Facebook, podcasts, media sharing, and virtual worlds like Second Life.,[object Object]
Social Marketing Media (Portland Prevention)
Social Marketing Media (Portland Prevention)
Quick Survey:,[object Object],Do you have an account with:,[object Object],Myspace?,[object Object],Facebook?,[object Object],Flickr?,[object Object],LinkedIn?,[object Object],Stumbleupon?,[object Object],Digg?,[object Object],Reddit?,[object Object],Have you ever searched:,[object Object],Wikipedia?,[object Object],Yahoo!?,[object Object],Google?,[object Object],Ask?,[object Object],Do you read blogs?,[object Object],Do you use an RSS feed/reader like Google, Newsgator or Bloglines?,[object Object],Have you submitted content to a social network?,[object Object],Has your content become “popular” or hit the front page?,[object Object],Do you or any of your coalition members do social media marketing?,[object Object]
Process of Social Marketing,[object Object],[object Object]
Identify Behavior Change/Actions That Could Reduce/Eliminate Problem
Identify Potential Audience for Marketing Intervention,[object Object]
No start-up fees
No monthly fees
Missing out on a free way to communicate with the public
Missing out on a sector of public that receives information via social media – sometimes exclusively,[object Object]
Facebook: large audience, networked w/groups, fan pages, locations, organizations, applications
YouTube: can do a lot with a little, viral spread.

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Social Marketing Media (Portland Prevention)