Presented at the Clear the Air Virginia 2011 Conference in Richmond, Va.

1. Social Marketing as a Tool for
Policy Change
Domenick Casuccio
American Cancer Society

3. Objectives
 Identify what social media is and how it is different
than traditional media.
 Review how we can enhance our presence on
social media channels in order to further the
American Cancer Society’s mission of saving lives.
 Identify resources that are available to help with
local public relations.
 Identify what social media channels can do to
create more visibility and awareness.
 Review the role of the local volunteer and how to
conduct public relations and marketing.

4. Agenda
1. Introduction to Social Media
2. Overview of Facebook & LinkedIn
3. Overview of Twitter
4. Overview of Blogs
5. Resources
6. Action Items

5. What is Social Networking?

6. What is Social Networking?
 Websites that give you tools to help you
communicate with your social circle and find new
friends.
 Simply put, it’s about people talking, engaging,
communicating locally but with the power to affect
globally.
 Social networking is, at its most basic sense, a shift
in how people discover, read, and share news and
information and content.

9. Most Popular Channels
1.Facebook (80%)
2.Twitter (66%)
3.YouTube (55%)
4.LinkedIn (49%)
5.Blogs (43%)
*Russell Herder and Ethos Business Law study, July 2009

11. People on Facebook
 More than 800 million active users
 50% of our active users log on to Facebook in
any given day
 Average user has 130 friends
 People spend over 700 billion minutes per
month on Facebook
 More than 70 translations available on the site

14. Activity on Facebook
 There are over 900 million objects that people
interact with (pages, groups, events and
community pages)
 Average user is connected to 80 community
pages, groups and events
 Average user creates 90 pieces of content each
month
 On average, more than 250 million photos are
uploaded per day.

15. 60 Seconds on Facebook
Comments 510,404
Posts Liked 382,861
Messages Sent 231,605
Photos Added 134,849
Friendships Approved
98,604
Status updates 82,557
Wall Posts 79,364
Events Invites Received
74, 204
Pages Liked 72, 816 1,789,736
Actions
Photos Tagged 66,168 Performed
Links Shared 55,304

16. Best Practices
 Become familiar with the site.
 Find old friends, family and coworkers.
 Provide engaging posts.
 Share albums of photos and videos.
 Engage in discussions.
 Broadcast what you’re doing to the world.
 Find social events you can attend.

17. Dom’s Facebook Page

18. Relay For Life Event Facebook Page

19. Donna’s Facebook Page

20. ACS CAN Virginia Facebook Page

21. CDC Tobacco Free Facebook Page

22. Important Facebook Pages
 American Cancer Society
 American Cancer Society Cancer Action
Network of Virginia
 American Cancer Society Cancer Action
Network
 Virginia Foundation for Healthy Youth
 Knock Tobacco Out of the Park
 Campaign for Tobacco Free Kids
 CDC Tobacco Free

24. What is LinkedIn?
 LinkedIn operates the world’s largest professional
network on the Internet with more than 120
million members in over 200 countries and
territories.
 There were nearly two billion people searches on
LinkedIn this year.
 LinkedIn is currently available in ten languages:
English, French, German, Italian, Japanese,
Portuguese, Spanish, Russian, Turkish and
Romanian.
 More than 2 million companies have LinkedIn
Company Pages.

25. Dom’s LinkedIn Page

26. ACS’s Company LinkedIn Page

27. Tobacco Control Professionals Group

29. What is ?
 An information network
 Twitter is a real-time information network that
connects you to the latest information about what
you find interesting. Simply find the public streams
you find most compelling and follow the
conversations.
 Small bursts of information are called Tweets. Each
Tweet is 140 characters in length, but don’t let the
small size fool you—you can share a lot with a little
space. Connected to each Tweet is a rich details pane
that provides additional information, deeper context
and embedded media.

30. Best Practices
 Keep content short and simple.
 Provide more information with a shortened URL.
 Promote your Twitter profile.
 Keep followers engaged.
 Post other relevant content.
 Search Twitter for other comments using
#hashtags

31. Popular Twitter Feeds
@AmericanCancer @ACSCAN
@ACSNews @ACSCANVA
@MoreBirthdays @HealthyYouthVA
@acschooseyou @VAHouse
@RelayForLife @VASenate
@DrLen @LegacyforHealth
@AmerCancerCEO @AmHeartAdvocacy
@CDC_Cancer @TobaccoFreeKids
@CDCgov

32. Sample Tweets
Great American Smokeout
79% of adults are non-smokers. If you’re in the
other 21% think about putting down the pack on
November 17. http://4rd.ca/aaarRH
Today’s Conference
Learning how I can help #cleartheair in Virginia
through social networking! www.cleartheairva.org
Lobby Day
Visiting the @VASenate today to talk about
#smokefree legislation! Clean air saves lives!

33. The Art of Retweeting

34. Blogs

35. What is a Blog?
Blogs, or web logs, are regularly updated online
journals that almost anyone can read. Some
blogs target a small audience, while others boast
a readership comparable to national media
outlets. Blogs often focus on a specific topic.
Many blogs allow readers to comment on posts.

36. Best Practices
 Observe the blogosphere.
 Provide links.
 Make headlines attention-grabbing.
 Include numbered/bulleted lists.
 Make posts easy to scan.
 Keep a consistent style.

37. Best Practices
 Use keywords strategically.
 Edit your post.
 Promote your blog.
 Determine how to handle comments.
 Make use of web analytics tools.
 Evaluate your efforts.

38. Popular Blog Hosting Websites

39. Blog Topics
 Current Events
 Entertainment
 Sports & Leisure
 Volunteerism
 Family
 Politics
 Health
 Reviews
 Recipes

40. Dr. Len’s Blog

41. Expert Voices Blog

42. ACS CAN – CANCER CANDOR Blog

43. Donna’s Blog

44. eCards
eCards are electronic greeting cards that are sent to
people’s email accounts.

45. eCards – Announce Quit Day

46. CDC Anti-Smoking eCards

47. Podcasts
A podcast is a digital audio or video file that can
be saved for playback on a portable media
device or computer. The term “podcast” refers
to both the actual content of the media file and
the method by which the content is syndicated.
(Centers for Disease Control and Prevention, 2010e)

48. Podcasts
 Powerful Choices Podcasts
 www.youtube.com/AmerCancerSociety
 Available on YouTube and iTunes
 CDC Podcasts
 www2c.cdc.gov/podcasts/browse.asp
 Available on the CDC website and iTunes

49.  YouTube is the most popular video sharing community
in the world. It was founded in February 2005 and in
November 2006 it was bought by Google for 1.65 billion
dollars. Google estimates that YouTube’s reach is 500
million users which is around 32.2% of the Internet.
Another interesting statistic that can help us understand
the power of YouTube is that every minute more than
24 hours of video are uploaded.
 Many users post video blogs or vlogs.
 youtube.com/amercancersociety

50. ACS on YouTube

51. SACancerNews.org

52. ACSCAN.org

53. Cancer.org Pressroom

54. Great American Smokeout

55. The Power of the Individual
In a nation of millions and a world of
billions, the individual is still the first and
basic agent of change.
- Lyndon B. Johnson

56. ©2010 American Cancer Society, Inc. No.0052.19