Social Media Vs. Social Marketing For Slideshare

Widgets, Tweets AND 4-Ps — Oh My! Differentiating Social Media and Social Marketing Mike Newton-Ward, MSW, MPH Fall, 2009

Today’s Presentation
Differentiate social media from social marketing
Provide examples of social media
Why communication alone may not be enough to produce behavior change
The social marketing process

THE PROBLEM!

Multiple Communication Tools

Definitional Confusion Reigns! (Rains?)
Social Media
Social Marketing Social Media Marketing http://bit.ly/3TIYYN http://bit.ly/1qot6S http://bit.ly/uziCj

Social Media vs. Social Marketing vs. vs.

Social Media vs. Social Marketing
Social Media
Tactic
On-line tools & platforms
Sharing information
Communication
“ Recent” on-line phenomenon
Social Marketing
Complete planning approach
Mix of strategies
Behavior & community well-being
Barriers & benefits
38 year history

Reasons for Confusion
Promotion is visible
The terms are used sloppily
Many “marketers” are “advertisers”
Never had a marketing course
“ Kotler” social marketers not good at promoting the discipline

THE SOCIAL MEDIUMS * *Adapted from CDC

Mobile Technologies “ 62% of all Americans are part of a wireless, mobile population that participates in digital activities away from home or work. Not only are young people attuned to this kind of access, African Americans and English-speaking Latinos are more likely than white Americans to use non-voice data applications on their cell phones.” http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx http://www.cdc.gov/healthmarketing/ehm/databriefs/ The Economist: “Nomads at Last” April 12 th , 2008

Mobile Phone
Most utilized media by CDC
Immediate, interactive, micro-targeted
85% of US adults have a mobile phone vs. 71% with landline
200 million text messages sent on average day (2006)

Use the Technologies They Use Goal: encourage users to know their HIV status and to locate HIV testing facilities nearby . Health Campaigns using Texting: KnowIT eHealth Promotions: Web banner ads; Health-e-Cards; and MySpace badges; Video podcast and PSAs on YouTube.

Make Web Content Interactive Blogs

Blogs
On-line journal, regularly updated
Targeted readership, specific subjects
Interactive
Builds community
Trusted, credible, peer-to- peer information*

Make Web Content Portable Widgets www.cdc.gov/widgets Data and Statistics http://www.health.state.ga.us/phchanges/

Widgets
Lines of code that you place on your web site, blog, etc.
Up-to-date, credible health and safety information
Information automatically up-dates
Requires no resources on your end
Adds value and “woo factor”
<object type="application/x-shockwave-flash" data="http://www.cdc.gov/widgets/datastats/datastats.swf" width="212" height="350" id="cdcDS" wmode="transparent"> <img src="http://www.cdc.gov/widgets/datastats/datastats.gif

Meet People Where They Are MySpace DailyStrength

Social Networking Sites
Provide evidence-based subject matter in a peer-to-peer environment
Interactive, viral
Utilizes existing communities
Partner sites:
MySpace
YouTube
CaringBridge
Sermo
DailyStrength

Meet People Where They Are Blogs: Webinar for Mommy Bloggers
November 29, 2007
7 bloggers participated, 4 mommy and daddy bloggers
6 blog entries written
(One blog is in top 500 (#492) of all blogs on the web)
12 comments on blog posts
Estimated reach 20,000+ people

Use the Technologies They Use

Novel H1N1 Flu Social Media Campaign
http://bit.ly/RLlHL

Interactive media can make health information more powerful through:
Personalization
Presentation
Participation
CDC’s View of Interactive Media

CDC should be ( must be ) where people are
Increases the dissemination and potential impact of CDC’s science
Leverages unique characteristics of emerging channels
Reaches diverse audiences
Allows for tailored health messages
Facilitates interactive communication and community
Empowers people to make healthier and safer decisions
Why Social Media

The Social Media Mindset
People are already engaged
Audiences are generators of content
The world is made of social networks
Be transparent
Be real
If there is not value in your content—forget all of this…

COMMUNICATION

Why do You Communicate? Not only to inform people about your organization!
To get them to do something !
Write a letter to the editor
Partner with you
Develop a policy
Recycle plastic bottles
Get a flu shot
To improve quality of their lives and increase their well-being
  

Warning! Messages Alone  Marketing! Marketing is more about lowering barriers and increasing benefits!

Got Behavior Change?

Factors that Determine Behavior
External
Policies
Access
Skills
Actual Consequences
Cultural Beliefs and Values

Factors that Determine Behavior
Internal
Knowledge and Beliefs
Attitudes
Perceived Risk
Perceived Consequences
Self Efficacy
Intention
(Note: External factors are easier to change than internal factors.)

Messages alone…
Necessary, but may not be sufficient to move behavior
Think of your favorite commercial—if the item it promoted was hard to find, cost too much, tasted bad, or your friend said didn’t work—would you still buy it?!
Even after all the good information, there may still be barriers!

SOCIAL MARKETING

Simplified Definition
Social Marketing is the coordinated activities that comprise a program to make certain behaviors
Fun
“ Are the consequences of behavior both real and rewarding for me?”
Easy
“ Can I do it? Am I capable?”
Popular
“ What do the people I care about want me to do?”
-Academy for Educational Development
Washington, DC

Exchange You Give Up You Get I Get
75 cents
A Pepsi
Thirst Quencher
Fun
Youthful Feeling
Boyfriend/Girlfriend
Increased Profits
A Commercial Example

Exchange
You Give Up
75¢
Embarrassment -talking to partner -trying to use it
Loss of Pleasure
You Get
A Condom
Protection against pregnancy
Protection against STIs
Peace of mind
Sense of control
A Public Health Example: Condom Distribution I Get -Improved Health Status -Recognition from CDC -Additional Funding

Social Marketing Interventions to Address Barriers and Benefits
There was a perception that free condoms were defective. 50 cents was cheaper than in stores, and avoided this perception. ( Product , Price ).
Participants could get condoms at a sports physical instead of a family planning clinic. ( Place , Price )
A health educator discussed how to use lubricants and other methods to maintain pleasurable sensation. ( Product , Price )
Health educators and participants used role-playing to practice talking to partners. ( Price )
All brochures, posters and ads conveyed the benefits in the exchange chart. ( Promotion )

Marketing Solutions For You: Focus on Tangibles & Intangibles (Product) 1) After people have your good information, are there services or tangible items that will help them? 2) What is in it for them (benefits)?

Marketing Solutions For You: Focus on Barriers & Benefits (Price)
What is important to people, onto which you can tie your goals? What motivates them?
Finishing school
Being financially independent
Not being sick, and having to go to a doctor
Being “cool”
2) What barriers to the behavior exist? How can you minimize them?
3) How can you make the behavior “fun, easy and popular?”

Marketing Solutions For You: Focus on Location & Time (Place)
Where are the people you want to reach located? Can you go there?
2) Is your location convenient for them?
3) Is your schedule convenient to them?
4) When and where are they already likely to be thinking about your issue?
5) Is something happening in the social environment onto which you can piggyback?

Marketing Solutions For You: Focus on Information (Promotion)
How does your audience like to receive information?
If you use mass media, when are they watching, listening, reading?
Where are they located?
Where and when are they already likely to be thinking about your issue?

Communicating Information: 8 Magic Words
Simple action
Repeat, repeat, repeat
Personal
Location
Benefits

It’s a Marketing Mix

Doing Social Marketing Product Price Place Promotion Barrier/ Facilitator 1. Lack of Time 2. Inconven -ient location 3.Wants to make a difference 4.

Marketing on One Sheet of Paper

Marketing on One Sheet of Paper—Ask:
What is your problem or issue?
What are its causes?
Who is affected by it?
Who needs to act to remedy it?
What are the barriers to these actions?
What are the benefits or facilitators to these actions?
What products would impact the barriers & benefits?
How can you lower the barriers & increase the benefits?
What place variables would impact these?
What promotional strategies would impact these?
How will you measure success?

For More Information
Mike Newton-Ward, MSW, MPH
Social Marketing Consultant
E-mail: [email_address]
Blog: www.socialmarketingpanorama.com
On Twitter: www.Twitter.com/sm1guru

Social Media Vs. Social Marketing For Slideshare

by Mike Newton-Ward

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