Social Marketing Media (Portland Prevention)

Using Social Media Marketing to Carry the Message of Prevention
Amanda Edgar & Ronni Katz
City of Portland Public Health Division
Substance Abuse Prevention Program

Defining Social Media Marketing
What is it?
Where did it come from?
What do we do with it?

What is Social Marketing?
Social Marketing is the practice of utilizing the philosophy, tools, and practices of commercial marketing for health and/or social programs.
Social marketing sells a behavior change to a targeted group of individuals

Accept a New Behavior
Reject a Potential Behavior
Modify a Current Behavior
Abandon an Old Behavior

“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."
Philip Kotler, Nancy Lee and Michael Rothschild (2006)
http://www.socialmarketingquarterly.com/whatis.htm

What is Marketing About? It’s about Behavior

Not driving after drinking
Not smoking
Managing stress
Eating 5 servings of fruits & vegetables
Not physically abusing/assaulting
Approving and implementing environmental changes on campus

Where people search for health information

Who Uses the Internet & How?

147 million (73%) people are on the Internet
91% read email
48% video sharing
39% read blogs
35% have profile on social networking site (2008)

Source : Pew 2007/2008

Introduction and Background
75% of US adults use the Internet
16% of Internet users use social networking websites
Social networking websites focus on building online social networksor communities of people who share interests and activities and provide ways for users to interact
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Using Web 2.0 to Promote Public Health Messages
WHAT IS WEB 2.0?
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.”
Examples include web logs (blogs), social networking sites like MySpace and Facebook, podcasts, media sharing, and virtual worlds like Second Life.

Quick Survey:
Do you have an account with:
Myspace?
Facebook?
Flickr?
LinkedIn?
Stumbleupon?
Digg?
Reddit?
Have you ever searched:
Wikipedia?
Yahoo!?
Google?
Ask?
Do you read blogs?
Do you use an RSS feed/reader like Google, Newsgator or Bloglines?
Have you submitted content to a social network?
Has your content become “popular” or hit the front page?
Do you or any of your coalition members do social media marketing?

Process of Social Marketing

Define Problem - Based on Analysis, Community Assessment Already Completed
Identify Behavior Change/Actions That Could Reduce/Eliminate Problem
Identify Potential Audience for Marketing Intervention

Why You Can’t Afford
to Ignore Social Media

Social media costs $0.00
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

Crafting Your Message
Each social media tool is different

Twitter: rapid conversation, mobile accessible, ease of interaction, public
Facebook: large audience, networked w/groups, fan pages, locations, organizations, applications
YouTube: can do a lot with a little, viral spread.
Flickr: virtual component, encourages sharing.
Delicious: increases efficiency in searches for useful information on the web (trending topics)

Similarities
Encourage social interaction
Even playing field
Real-time information

Crafting Your Message

Twitter: Updates, alerts, discussions, bulletins
Headlines (w/link to more info)
Facebook: Events, articles, discussion
Most multifaceted social media (fan page)
YouTube: Video message.
The more hilarious, upbeat, novel or catchy, the better.
Flickr: Visual (photo) message.
Images should enhance information-sharing.
Delicious: Compilation of “favorites” of the web
Should be all about you (ex: Health Topics)

Determining What Social Media Tools Fit Your Organization’s Needs

Twitter = Fast growing, fast moving, limited & public
Facebook = Huge, adult population, networked
YouTube = Popular, limited to video, “infectious”
Flickr = Visual, supplemental tool
Delicious = Info-sharing, bookmark

Golden Rule
Make sure your information is of value to your community!

What we’re Doing with Social Media
Constant Contact
Facebook
Blogger

Constant Contact: Email Marketing

Email Campaign Creation
Email Campaign Templates
Email List Management
Image Hosting
Tracking & Reporting
Email Archive Hosting (optional)
Email Delivery
Coaching and Support

Facebook
Facebook is a social utility that connects people with friends and others who work, study and live around them.
http://www.facebook.com/portlandprevention

Google Reader
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.
http://www.google.com/reader

Blogger
Your blog is whatever you want it to be…
It’s a web site, where you write stuff on an ongoing basis.
New stuff shows up at the top, so your visitors can read what's new. Then they comment on it or link to it or email you.
http://www.substanceabuseportlandmaine.blogspot.com

What type(s) of social media/networking is your coalition using?

Here’s a look at what other coalitions are doing…*21 Reasons’ Bloghttp://21reasonstalk.blogspot.com/*Portland Public Health Division on Facebook (Fan Page)http://www.facebook.com/pages/Portland-ME/Portland-Public-Health-Division/86440203705*CADCA (Community Anti-Drug Coalitions of America) on Twitterhttp://twitter.com/cadca*LaDonna Coy (Prevention & Virtual Learning) on SlideSharehttp://www.slideshare.net/ladcoy*Partnership for a Drug-Free America on Flickrhttp://www.flickr.com/photos/15946811@N06/

Common Knowledge – Helping non-profits leverage the internet for fundraising, marketing, communications & advocacy http://www.commonknow.com/Social 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.http://technologyinprevention.blogspot.com/Social Media Club - A community for the champions of Social Media and those seeking to learnhttp://www.socialmediaclub.org/

www.substanceabuse.portlandmaine.govwww.facebook.com/portlandpreventionwww.substanceabuseportlandmaine.blogspot.com

Amanda Edgaraedgar@portlandmaine.gov(207) 756-8053Ronni Katzrmk@portlandmaine.gov(207) 756-8116
City of Portland Public Health Division (HHSD)
Substance Abuse Prevention Program

Thank you!!