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New media and preventive health

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New media and preventive health

  1. 1. New media and preventive health School of Public Health | Sydney Medical School Dr Becky Freeman | Lecturer
  2. 2. 2
  3. 3. 3
  4. 4. Maslow’s Hierarchy of Needs 4
  5. 5. Limitations of the data and research › Design: largely case studies › Changing platform landscape › Relevance of principles › Links to principles of effective messaging 5
  6. 6. Planning: Consider the role of social marketing channels as part of your broader campaign preparation 7
  7. 7. Use of social media tools: Use simple and familiar tools to encourage participation and collect data 8
  8. 8. Community: Build online communities by tapping into existing networks 9
  9. 9. Content: Develop engaging content with a clear call to action 10
  10. 10. Personal benefits: Enhance appeal to participate in the campaign 11
  11. 11. Promotion: Actively drive traffic through continuous promotion 12
  12. 12. Cost: Social media can be low cost but time and human resource intensive 13
  13. 13. Challenges and risks: Be timely and responsive and know your audience 14
  14. 14. American Journal of Public Health 2014
  15. 15. › We assessed the amount, reach, and nature of energy-dense, nutrient- poor (EDNP) food and beverage marketing on Facebook. › We conducted a content analysis of the marketing techniques used by the 27 most popular food and beverage brand Facebook pages in Australia. › We coded content across 19 marketing categories; data were collected from the day each page launched (Average of 3.65 y of activity per page). 16
  16. 16. All pages were for EDNP food and bevarges › 27 pages › 7 fast food restaurants › 5 chocolate › 4 sugar-sweetened sodas › 3 energy drinks › 2 confectionery brands › 2 ice cream brands › 2 condiments or spreads › 1 sweet biscuit › 1 salty snack › There was a nearly even mix of international (13 pages) and Australian-based brand pages (14 pages) › 4 brands (Subway, Coca-Cola, Slurpee, Maltesers) represented by both an international and an Australian version of the page 17
  17. 17. › Most commonly liked by those aged 18–24 years, with 16 of the pages most frequently liked by this age group. › Five pages (Maltesers Australia, Cold Rock Ice Creamery, Slurpee Australia, Subway Australia, Coca-Cola Australia) were most popular among those aged 13–17 years. › Those aged 13–24 years were the most common age group to like 4 pages: Domino’s Pizza Australia, Pringles, McDonald’s Australia, and Cadbury Eyebrows. › The remaining 2 pages, Vegemite (a savory, salty spread popular in Australia) and Cadbury Dairy Milk Australia, were most popular with a slightly older audience, those aged 25–34 years 18
  18. 18. 19
  19. 19. Feelings, not facts
  20. 20. Photos
  21. 21. Giving back to members
  22. 22. Be useful
  23. 23. Source:
  24. 24. Discussion › Consumers not only willingly engage with brands, they also create free word-of-mouth content that marketers have minimal control over › Users require very little incentive to openly interact with EDNP food brands › Increasing the visibility of users on social media among their peers—or fellow consumers—is a distinctive social media marketing tactic › Very high popularity of the sugar-sweetened soda and energy drink pages 26
  25. 25. Public Health Practice Implications › Much of the current work to limit exposure to EDNP advertising is focused on restricting advertisements during children’s television programs and viewing hours › Young adults appear to be a highly desirable target population for EDNP food marketing, and limited research, resources, and policy action have been directed at this age group › If people are engaging with Facebook content because it makes them feel good, it may mean that certain modes of health promotion messages that are highly effective in other forms of media will not work on social media 27
  26. 26. › › Twitter @DrBFreeman 29

Editor's Notes

  • Show video
  • ” In practical terms, the availability of relatively inexpensive smartphones (technology), combined with free, public wi-fi internet access (networks) and the launch of online video sharing websites such as YouTube (digitised content) have allowed consumers to view and to easily and rapidly create and share their own digital media.
    New media have increased the accessibility of content, the amount of content and, perhaps most strikingly, the number of people who can create and share content. Unlike traditional mass media channels (television, newspaper, radio), which can be thought of as a ‘one to many communication’ platform, new media democratises mass media and creates ‘many to many communication’ possibilities. Online social networking sites, such as Facebook typify how new media allow users to broadcast their own content and actively engage with other users. Of course, new media users can also simply view, read and listen to content and not necessarily engage with the content generation and interactive features.
  • One of the powerful environmental factors influencing the rise in obesity is the ubiquitous presence of food and beverage marketing.5–8 Research into the nature and extent of this marketing has primarily focused on television advertising.9,10 Although there is emerging research on how energy-dense, nutrient-poor [EDNP] food and beverages are being marketed in digital media,11–15 little of this research has closely examined online social media channels.14 Additionally, most of this research on digital media food marketing has focused on Web sites targeted at children and has not captured what types of food marketing adolescents and young adults are most likely to view. Given the exponential growth in popularity of social media Web sites such as Facebook, particularly among adolescents and young adults, there is a need to understand the techniques and reach of EDNP food and beverage marketing on these Web sites. Equally, although case studies of specific campaigns and food companies help to highlight the importance of social media in the marketing mix,16 a more complete picture of overall EDNP marketing strategies used through social media is needed to understand the extent of marketing across this media.
  • The good
  • The effectiveness of social media campaign can be positively affected by the use of traditional media
    Integration with broader campaigns seems to be useful, but not necessary
    Social media greatly benefits from traditional media, including earned news media, that helps drive awareness
  • Exploit already available everyday, familiar activists, like photo-tagging and re-Tweeting
    Do not employ any complex third party tools or require participants to register or give any personal details this can severely dissuade participation and engagement
    High bounce rates to external websites suggest that click through ads on social media sites may work better if users are sent to another social media page, as opposed to being forced offsite to an external website. This works both ways, for example, the majority of Facebook page landings come from another Facebook page.
    Ideally, campaigns should spread from friend to friend through the automated sharing process of existing social network page feeds, and not require further action of participants
    A variety of social media vehicles and relationships can increase the participants’ involvement in the program
  • Partnerships with organisations and people who already have large social media followings is useful
    Focus on continuously building social media communities, it may then be possible to capitalise on that support for future campaigns
    Online campaigns communications should routinely and explicitly ask all members and followers to help build the community as it leads not only to more followers, but more highly engaged followers
  • Online campaigns work best when there is a clear and achievable call to action
    Create fun and positive associations with your brand, or alternatively, authoritative and trustworthy may be more crucial for health organisations
    Generating a large number of shares or having a campaign go viral cannot be seen as the primary, most important outcome of a social media campaign. A campaign that is both sharable and effective in motivating people to change is essential.
  • Successful campaigns make users feel like a member of a community and that they can express a part of myself to others
    Opportunity to win a prize that is both relevant and desirable, not the ubiquitous iPad of most online marketing contests
    Offer rewards for participating and spreading marketing messages
    Participants like interacting on social media because it can be both anonymous and personal
  • Motivated volunteer seeders who can leverage their personal connections with others are far more likely to generate action than impersonalised ads
    Recruiting larger numbers of seeders may assist in campaign promotion
     Users need to be able to easily receive and share valuable information with other people
    The campaign content should promote positive discussion and sharing
    A clearly bounded timeframe for a campaign creates a sense of anticipation and excitement among participants
    Keep track of and use champions from previous campaigns to spread the word for emerging/new campaigns
    Viral growth cannot be guaranteed or depended on, a communications strategy to ensure a strong launch and ongoing promotion of the campaign is necessary.
    Promotion require continuous seeding, not as simple as one hit and then, fingers crossed, your campaign goes viral
  • Digital advertising has been proven to be a very cost-effective tool
    Developing and promoting a successful social media campaign may be lower cost than a mass media campaign but it can be time and human resource intensive
    Simple and low tech and low cost campaigns can be highly effective when conducted through the appropriate channels
    Staff need to be trained in online health promotion, social media analytics and developing shareable, content
    A personal approach, from individual staff members, rather than a ‘”corporate” profile page may be more effective in reaching users
  • The sheer speed with which social media moves is challenging – can impede ability to respond if approvable process are long or cumbersome
    The success of campaigns may depend on developing content that is controversial, this may mean taking risks and developing content that could be offensive to some people.
    Be aware of and immediately address frauds or fakes capitalising on your campaign
    The Internet may open a campaign to everyone in the world
    Organisations may ultimately be legally responsible for all content posted on its social media pages, including all user-generated comments
    Because people collect online friends from all their social circles, social networking sites like, Facebook, are defined by the weakest relationship in that circle.
  • Given that marketing influences food preferences, choice, and consumption,7 understanding how food is being promoted on social media is essential. The primary aim of this study was to assess the amount, reach, and nature of EDNP food marketing to Australians through Facebook. To begin to build a complete picture of the food and beverage marketing techniques being used on Facebook, we need to know the food and beverage brands that are most active on Facebook, how these brands promote their products in terms of the advertising techniques that are used, who is engaging with these brands, and how they engage.
  • Although photos are popular on Facebook, not all photos are created equal. As a marketer, you should know exactly what your audience’s preferences are by posting photos they will enjoy, like and share. If you’re not sure, do some A/B split tests with various images to find out.