Social Marketing and Social Media for Social Change<br />Jay M. Bernhardt, PhD, MPH<br />Office of the Associate Director ...
Social Marketing & Social Media<br />Social marketing: <br />the systematic application of marketing, along with other con...
Use Multiple Levels and Channels<br />
Use Multiple Levels and Channels<br />Traditional Media: higherreach & cost, lower engagement<br />Social Media:lower cost...
Marketing and Distribution: Place Matters<br />Coca-Cola should always be “within an arm’s reach of desire.” – Robert Wood...
Use Social Marketing & Social Media<br />To provide evidence-based health information, products, and interventions when, w...
Go Where People Are<br />
Mobile Health (mHealth)<br />
http://m.cdc.gov <br />iPhone and Droid Apps coming soon!<br />
Mobile Text Messaging Pilot<br />16,131 as of 2/8/2010<br />Smoking causes about 1 out of every 5 deaths each year in the ...
Subscribers receive three + messages/week
Health message testing and user evaluation</li></ul>NOTE:  After subscribing, users are asked to respond to three optional...
Text Messaging Pilot: Demographics<br />48.6%  Female<br />33.8%  Male<br />27.6%  Did not disclose Sex<br /><ul><li>48.6%...
30.7%   Did not disclose Age</li></li></ul><li>Participant Feedback<br />How would you rate your overall satisfaction with...
Participant Feedback<br />
Behavioral Intentions<br />How likely are you to use any of the information in text messages to improve your health?<br />...
Overall Reactions<br />Selected Qualitative Feedback<br />“I love the text messages. Well written, timely and helpful. Lik...
Social Networks & Partnerships<br />
Encourage Participation & Action<br />Average Facebook user:<br /><ul><li>130 friends on the site
spends more than 55 minutes per day on Facebook
clicks the Like button on 9 pieces of content each month
 writes 25 comments on Facebook content each month
 member of 12 groups</li></ul>55,000 fans since CDC Facebook page launched May 1st<br />Source: http://www.facebook.com (J...
Facebook Users by Country<br />	Top Ten Countries for Fans of CDC on Facebook<br />United States<br />Indonesia<br />Phili...
CDC Facebook – User Participation<br />Source: Facebook Insights <br />
CDC Facebook Users by Sex<br />55% of all CDC Facebook Fans are Male<br />For Active Fans, 64% are Female<br />
CDC Facebook Users by Age<br />62% of CDC Facebook Fans are 13-24.<br />For Active Fans, 69% are 18-44.<br />Source: www.f...
<ul><li>19 videos posted on YouTube
 3.6 Million Views since April 22nd
 140,000 Views on CDC-TV</li></ul>YouTube Videos and Streaming Media<br />
Upcoming SlideShare
Loading in …5
×

Social marketing and social media for social change

2,539 views

Published on

Dr. Bernhardt's talk at the 8th Annual National Forum for Heart Disease and Stroke Prevention

Published in: Health & Medicine
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,539
On SlideShare
0
From Embeds
0
Number of Embeds
131
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Online video sharing is a popular and powerful activity for exchanging information. Anyone with Internet access can upload, share, view and comment on video footage, and this new ability to participate in video sharing is becoming immensely popular. Using video-sharing sites to disseminate tailored health education and health communication messages helps provide an engaging experience for consumers to view and create health and safety information. With people watching over 100 million clips a day, these online video sources can be a powerful mechanism to assist CDC in distributing current and accurate science and health messages. Online Video at CDCCDC encourages the strategic use of online video-sharing sites to effectively and inexpensively reach individuals with personalized and targeted health information. CDC not only participates in YouTube, the most popular video-sharing Web site, it also develops and hosts short consumer-friendly videos on the CDC-TV Web site.
  • Social marketing and social media for social change

    1. 1. Social Marketing and Social Media for Social Change<br />Jay M. Bernhardt, PhD, MPH<br />Office of the Associate Director for Communication<br />Centers for Disease Control and Prevention<br />Twitter: @jaybernhardt<br />This talk reflects the opinions of the author and does not necessary reflect the official positions of the Centers for Disease Control and Prevention or the US Department of Health and Human Services. <br />
    2. 2. Social Marketing & Social Media<br />Social marketing: <br />the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good<br />focus on the audience; customer-centered model<br />Social media:<br />a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content<br />Definition Sources: http://www.wikipedia.com; Kaplan & Haenlein (2010)<br />
    3. 3. Use Multiple Levels and Channels<br />
    4. 4. Use Multiple Levels and Channels<br />Traditional Media: higherreach & cost, lower engagement<br />Social Media:lower cost & targeted reach, deeper engagement<br />
    5. 5. Marketing and Distribution: Place Matters<br />Coca-Cola should always be “within an arm’s reach of desire.” – Robert Woodruff<br />Source: Coca-cola website image library<br />
    6. 6. Use Social Marketing & Social Media<br />To provide evidence-based health information, products, and interventions when, where, and how people need them to inform healthy decisions and to inspire them to take actions.<br />Increasing Reach, Relevance & Impact<br />“Health within an arm’s reach of need”<br />
    7. 7. Go Where People Are<br />
    8. 8. Mobile Health (mHealth)<br />
    9. 9. http://m.cdc.gov <br />iPhone and Droid Apps coming soon!<br />
    10. 10. Mobile Text Messaging Pilot<br />16,131 as of 2/8/2010<br />Smoking causes about 1 out of every 5 deaths each year in the U.S. That's about 443,000 people. For help, call 1-800-784-8669)<br /><ul><li>Launched September 2009
    11. 11. Subscribers receive three + messages/week
    12. 12. Health message testing and user evaluation</li></ul>NOTE: After subscribing, users are asked to respond to three optional questions: gender, age, and zip code. This information enables CDC to better segment subscribers and send relevant, targeted health messages. <br />
    13. 13. Text Messaging Pilot: Demographics<br />48.6% Female<br />33.8% Male<br />27.6% Did not disclose Sex<br /><ul><li>48.6% are 25-54
    14. 14. 30.7% Did not disclose Age</li></li></ul><li>Participant Feedback<br />How would you rate your overall satisfaction with CDC's text messaging pilot? <br />In your opinion, how effective are CDC's text messages in meeting your needs?<br />
    15. 15. Participant Feedback<br />
    16. 16. Behavioral Intentions<br />How likely are you to use any of the information in text messages to improve your health?<br />How likely are you to recommend CDC's text messaging pilot to a friend?<br />
    17. 17. Overall Reactions<br />Selected Qualitative Feedback<br />“I love the text messages. Well written, timely and helpful. Like the little tips and info that you don't always think about.”<br />“I think it is very helpful to most people. it helps people find out things they didn't know.”<br />“I think it's a great way to disseminate reliable information from a trusted authority.”<br />“The messages aren't really targeted to me. They seemed to be things that don't matter to me or things I already know.”<br />“It would be nice to be able to sign up for messages on specific issue areas so I'm not getting information about things that don't concern me (e.g. I am past my childbearing years). BUT, I do think it is a good idea to proactively put information in front of me that I might not otherwise seek out.”<br />“I hate the usage of texting shortcuts like "UR" for your, etc. I know UR trying to appeal to a young, hip audience, but to me it's a real turnoff.”<br />
    18. 18. Social Networks & Partnerships<br />
    19. 19. Encourage Participation & Action<br />Average Facebook user:<br /><ul><li>130 friends on the site
    20. 20. spends more than 55 minutes per day on Facebook
    21. 21. clicks the Like button on 9 pieces of content each month
    22. 22. writes 25 comments on Facebook content each month
    23. 23. member of 12 groups</li></ul>55,000 fans since CDC Facebook page launched May 1st<br />Source: http://www.facebook.com (Jan. 2010)<br />
    24. 24. Facebook Users by Country<br /> Top Ten Countries for Fans of CDC on Facebook<br />United States<br />Indonesia<br />Philippines<br />Turkey<br />Venezuela<br />Colombia<br />Argentina<br />Chile<br />Macedonia<br />Tunisa<br />Source: www.facebook.com/CDC<br />
    25. 25. CDC Facebook – User Participation<br />Source: Facebook Insights <br />
    26. 26. CDC Facebook Users by Sex<br />55% of all CDC Facebook Fans are Male<br />For Active Fans, 64% are Female<br />
    27. 27. CDC Facebook Users by Age<br />62% of CDC Facebook Fans are 13-24.<br />For Active Fans, 69% are 18-44.<br />Source: www.facebook.com/CDC<br />This is much younger than the age of CDC.gov users.<br />Source: American Customer Satisfaction Survey (ACSI)<br />
    28. 28. <ul><li>19 videos posted on YouTube
    29. 29. 3.6 Million Views since April 22nd
    30. 30. 140,000 Views on CDC-TV</li></ul>YouTube Videos and Streaming Media<br />
    31. 31. Micro-Blogging on Twitter<br />
    32. 32. Selected CDC Twitter Demographics<br />Source: CDC Twitter Survey 03/2010<br />
    33. 33. Blogging & Engaging Bloggers<br />
    34. 34. User Generated Content: eCards<br />
    35. 35. Virtual Worlds: Second Life<br />
    36. 36. Social Marketing & Social Media<br />CDC Goal: Provide information to our target audiences when, where, and how they want and need it to inform healthy and safe decisions<br />Provide information where people are<br />Provide information that is highly relevant<br />Encourage people to interact with the information<br />Encourage people to share the information<br />
    37. 37. Target Audience<br />
    38. 38. Thank you<br />Jay M. Bernhardt, PhD, MPH<br />Email: jbernhardt@cdc.gov<br />Blog: jaybernhardt.com<br />Twitter: twitter.com/jaybernhardt<br />Slides: slideshare.net/jaybernhardt <br />Metrics: cdc.gov/metrics <br />Social Media: cdc.gov/SocialMedia<br />Image Source: South Park at http://comedycentral.com<br />

    ×