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Next Generation Social Marketing

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โ€ข
Nedra Kline Weinreich
Nedra Kline Weinreich

Using social media to promote health and social issues. From Nedra Weinreich's Social Marketing University. http://www.social-marketing.com/blog/

Government & NonprofitBusinessTechnology
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Next Generation Social Marketing Photo: ocean.flynn http://www.flickr.com/photos/oceanflynn/315385916/
Social Media Jeopardy!
Her teenage angst about parents and boyfriend was watched by millions on YouTube until she was exposed as a hired actress
This word describing an online collaborative tool comes from the Hawaiian word meaning โ€œquickโ€
You would be excited to be listed as one of someoneโ€™s top eight friends on this social networking site
This presidential candidate recently opened a virtual office in Second Life
The initials RSS stand for this tool used by blogs, news sites and people wanting to track their ego feed
The combination of these two ingredients started a trend on YouTube of videos showing the explosive results
โ€œAstroturfingโ€ and โ€œsock puppetryโ€ are two different methods of doing this online marketing no-no
The revelation about a forged document by this blog led to the downfall of Dan Rather
socialmedia.wikispaces.com/presentation
Web 1.0 isโ€ฆ โ€ข Static โ€ข Centrally managed โ€ข Slow to change โ€ข Unidirectional โ€ข Tech-heavy Photo: trixiebedlam http://www.flickr.com/photos/trixiepix/382991932/
Web 1.0
What is Web 2.0?
The People Formerly Known as the Audience Photo: Arend Kuester http://www.flickr.com/photos/arendpictures/1165255854
Photo: Waxy Poetic http://www.flickr.com/photos/waxypoetic/274724321/
The Internet is Part of Our Lives Pew Internet Survey - Dec. 2006 โ€ข U.S. adults - 70% use it โ€ข World - 17% use it โ€ข 91% of internet users use e-mail โ€ข 91% use search engines โ€ข 67% get news โ€ข 66% visit a government website โ€ข 39% read blogs Photo: Kimi Iwasaki http://www.flickr.com/photos/quimix/149816828/
Most Adults are Online 2000-2006 100% 85% 80% 80% 69% 60% 40% 31% 20% 0% Age 18-29 Age 30-49 Age 50-64 Age 65+ Pew Internet Project Surveys, 2000-2006
93% of American teens are online Photo: Bdegan http://www.flickr.com/photos/bdegan/70074551/
Health & Social Issues Online โ€ข 79% of internet users look for health/medical information online โ€ข 58% go to a website that provides info/support for a specific medical condition or personal situation โ€ข 54% look online for news or information about politics โ€ข 30% look for religious/spiritual info Pew Internet Project Surveys โ€ข 18% make a donation to a charity online Photo:WujekDobraRada http://www.flickr.com/photos/wujek-dobra-rada/414458218/
Media Shift Source: Blackfriars Marketing http://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio
The Death of the 30 Second Spot? Photo: you are your atman http://www.flickr.com/photos/midlander/47670621/
Social Media Marketing SOCIAL MEDIA TO THE RESCUE! With apologies to XKCD http://xkcd.com/c208.html
What can you do with social media? Communicate Collective Wisdom Connect Customization Collaborate/ Conversation Co-Create Community Collect/Categorize All leading to the big C -- CHANGE!
Communicate Blogs Podcasts Video Blogging Video Sharing Photo Sharing
Blogs
Podcasts
Video Blogging/Sharing
Photo Sharing
Connect Social networks Mobile text messaging Instant messaging/Twitter Skype
Social Networks
Mobile Text Messaging Smoking cessation Nutrition Fitness Medication reminders Disaster response Symptom checker Diabetes Photo: de.ef.ha http://www.flickr.com/photos/deefha/40136221/
Collaborate/Co-Create Wikis Consumer-Generated Media Open Source Software Creative Commons Mash-ups
CGM
Open Sourcing
Collect/Categorize Tagging Social Bookmarking Search Engines
Tagging Photo: Beth Kanter http://www.flickr.com/photos/cambodia4kidsorg/260004685/
Collective Wisdom Ratings Sites Wikipedia Social News
Customization RSS Widgets Virtual Worlds/Avatars
Widgets
Custom Avatars
CDC in Second Life
Conversation Blog Comments/Responses Meme Trackers
Community Created by all of the above Fostered by common interests Built through conversations
How can these tools lead to change? Building awareness, spreading the word Providing social support and motivation Coordinating unified approach Involving those affected by the problem in creating the solution Helping people take action Customizing messages Humanizing the issue

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