Selecting communication channels 15.11.2012

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Selecting communication channels 15.11.2012

  1. 1. Promotion:selecting communication channels SOCIALMARKETINGMIX:STRATEGIES+SOLUTIONS Prof. L. Suzanne Suggs, PhD & Marco Bardus, MA Università della Svizzera italiana Fall 2012, Week 9
  2. 2. 10STEPMARKETINGPLAN 1. DescribethePlanBackground, Purpose,andFocus 2. ConductaSituationAnalysis 3. SelectTargetMarkets 4. SetObjectivesandGoals 5. IdentifytheCompetitionand TargetMarketBarriersand Motivators 6. CraftaDesiredPositioning 7. DevelopaStrategicMarketing Mix(4Ps) 8. OutlineaPlanforMonitoring andEvaluation 9. EstablishBudgetsandFind FundingSources 10. CompleteanImplementation Plan Lugano, 15/11/2012 2Social Marketing Fall 2012
  3. 3. «Themediumisthemessage» Marshall McLuhan (1964) Lugano, 15/11/2012 Social Marketing Fall 2012 4 McLuhan, M. (1964). Understanding Media: The Extensions of Man
  4. 4. Somequestionsfortoday What communication types? What channels? What time? Lugano, 15/11/2012 Social Marketing Fall 2012 6
  5. 5. Communicationtypes Lugano, 15/11/2012 Social Marketing Fall 2012 7
  6. 6. Communicationtypes(Chap.14:296-297) Communication types Mass media channels Advertising Publicity Gov.t signage Selective Direct mail Flyers, brochures, posters, Internet Personal F2F meetings, presentations Telephone conversations Seminars, workshops, training sessions Lugano, 15/11/2012 Social Marketing Fall 2012 8
  7. 7. Traditionalmediachannels Direct Mail Print •Displays •Magazines & Newspapers •Other Print Outdoor Point of Purchase Promotional Items Radio Television 9Lugano, 15/11/2012 Social Marketing Fall 2012
  8. 8. Traditionalmediachannelsoverview(1) Direct Mail brochures, generic letters, tailored letters, trial offers, kits, etc. Displays billboards in train stations & around town, grocery stores, ads on buses Magazines & Newspapers articles, ads, editorials, news coverage, supplement, paid ad, unpaid/PSAs, etc. Other Print brochures, booklets, flyers, pay cheque stuffers, newsletters, comics/stories, newsletter articles/ads, other print ads (e.g., in comic book), etc. Outdoor billboards, LED signage, transit shelter ads, bus ads, streetcar ads, etc. Source: www.thcu.ca 10Lugano, 15/11/2012 Social Marketing Fall 2012
  9. 9. Traditionalmediachannelsoverview(2) Point of Purchase brochures/other print materials, demonstrations, displays, posters, videos, audio recordings (e.g., in supermarket), health information kiosks, etc. PromotionalItems hats, beer/wine coasters, condom wrappers, buttons, bags, pens, pencils, umbrellas, stress balls, etc. Radio community announcements, college radio station, podcasts, paid ads, unpaid PSAs, phone-in show, news coverage, guest speakers, editorials/commentaries, etc. Television community channel text ad/message, documentary/extendededucational piece, edutainment, news coverage, paid ad, unpaid PSA, etc. 11Lugano, 15/11/2012 Social Marketing Fall 2012
  10. 10. Non-traditionalmediachannels Mobile phones Social media Apps 12Lugano, 15/11/2012 Social Marketing Fall 2012
  11. 11. Nontraditionalmediachannels Phones SMS,MMS,directcallingwithmessage,hotline(live),infoline(taped message) Onlinedigitalenvironment socialnetworkingsites,wiki,blog,vlogs,YouTube,Flickr,bulletinboards,e- mail,websites,listservs,advertisements,etc. Apps All“new”stuff 13Lugano, 15/11/2012 Social Marketing Fall 2012
  12. 12. Othertypesofchannels Interpersonalchannels Training Speeches Presentations Courses Schoollessons/curriculum Peerinteraction/discussion Familyinteraction/discussion Interaction/discussionwithopinion leaders Coaching/interactionwithhealth careproviders Coaching/interactionwithteachers Events Conferences Contests Fairs Fund-raisers Rallies Awardsceremonies Parties Festivals Lugano, 15/11/2012 Social Marketing Fall 2012 14
  13. 13. PR&thenewsmedia Generatingpublicityisprobablythemorerealisticapproachfor gainingvisibilityinthemedia.Mediaadvocacy,lobbying, managingpublicaffairsarealsoimportant. Createnews=newsworthiness(Wallacketal.,1993) breakthrough,controversy,injustice,irony,localpeg,personalangle, celebrity,milestone,anniversaryorseasonal Buildrelationships personalmediacontacts,pitchingstories,preparingforinterviews, selectingspokespeopleandpossiblycelebrities(Formoreinformation, seeBonk,Griggs&Tynes,1999). Frametheissues=>Agendasetting 15Lugano, 15/11/2012 Social Marketing Fall 2012
  14. 14. NewsMedia(cont’d) Paidorunpaidpublicserviceadvertising(PSA) (akaadvertorials/infomercials) =>apowerfulmeansofcommunication butexpensive=>canmakeitdifficulttoensureongoingexposure. Mediaplanning =>Mediaplacementconsultantoragency(itcouldbethesameonethatwill bedoingthecreativedevelopmentofmessages)canhelpmaximizeyour resourcesbyselectingtherightmediawiththeoptimalfrequencyand durationtoreachyouraudienceandachieveobjectives. 16Lugano, 15/11/2012 Social Marketing Fall 2012
  15. 15. Websites&digitalenvironment:somehints Websitesareexpectedcomponentsofsocialmarketing campaigns Thesiteshouldbewellpromoted Besurethesiteisattractive,user-friendly,accessible(navigation andfastdownload),interactive Hastoprovidereasonsforfuturevisitsandisconsistentwithall othercampaignmaterials Settingupawebsiteusingweb2.0technologycangiveflexibility andeaselateron 17Lugano, 15/11/2012 Social Marketing Fall 2012
  16. 16. Example:CombinationofChannelsforHealthyLiving Thefollowingmixofchannelsshouldbeconsideredby organizationspromotinghealthyliving: Point-of-purchase includinglabeling,stores,restaurants,cafeteriasandfacilities Settings includingschools,recreationalandcommunityfacilities,workplaces andhealthoffices Massmedia includingadvertising,theInternetandmediarelations Events suchasraces 18 From www.phac-aspc.gc.ca/hl-vs-strat/ppt/francois_lagarde/summary_report.html#41 Lugano, 15/11/2012 Social Marketing Fall 2012
  17. 17. Casestudies Lugano, 15/11/2012 Social Marketing Fall 2012 19
  18. 18. LOVELIFESTOPAIDS FEDERALOFFICEFORPUBLICHEALTH(BAG) SWISSAIDSFOUNDATION CASESTUDY1 20Lugano, 15/11/2012 Social Marketing Fall 2012
  19. 19. MediaUsed • Billboards • Printads • Television • Radio • Movietheatercommercials • Sportingevents Lugano, 15/11/2012 21Social Marketing Fall 2012
  20. 20. 2008 WORLD AIDS DAY SOCIAL MEDIA CAMPAIGNNIDA(NATIONALINSTITUTEONDRUGABUSE) AIDS.GOV-U.S.DEPARTMENTOFHEALTH&HUMANSERVICES. CASESTUDY2 Lugano, 15/11/2012 Social Marketing Fall 2012 22
  21. 21. SocialMedia Channels • OfficialWebsite • OfficialBlog • Podcasts • RSSFeeds • Blogs(OT) • SNS • LocativeMedia • Pics/Videos • …conversations CoreProduct ParticipateandspeakupaboutAIDS ActualProduct ReduceHIV/AIDS AugmentedProducts Badges,pics,videos,podcasts,blog posts,comments,etc. 23Lugano, 15/11/2012 Social Marketing Fall 2012
  22. 22. AIDS.govofficialwebsite 24Lugano, 15/11/2012 Social Marketing Fall 2012
  23. 23. Call to Action 25Lugano, 15/11/2012 Social Marketing Fall 2012
  24. 24. 26Lugano, 15/11/2012 Social Marketing Fall 2012
  25. 25. 27Lugano, 15/11/2012 Social Marketing Fall 2012
  26. 26. Today’sfocus:socialmedia Lugano, 15/11/2012 Social Marketing Fall 2012 28
  27. 27. Web2.0vs.Web1.0 Lugano, 15/11/2012 Social Marketing Fall 2012 29
  28. 28. Socialmediaworld Social Marketing Fall 2012Lugano, 15/11/2012 33
  29. 29. Justafad? Social Marketing Fall 2012Lugano, 15/11/2012 34
  30. 30. Thecontext +400millionwatchvideoonline +350millionreadblogs +300millionvisitfriend’sSNSprofile +600millionFacebookusers 59%adultswirelesslyonlinethroughmobilephones (Smith,2010) 61%ofAmericanadultslooksonlineforhealth information (Fox&Jones,2009;Lenhartetal.,2010) Primarysources:healthprofessionals,friendsorfamily Social Marketing Fall 2012 (Parker, 2009) } Lugano, 15/11/2012 35
  31. 31. Theconcepts Web2.0encompassestheideaoftheWebasaplatform, thatharnessescollectiveintelligencethroughthesharing ofinformationanddatainafree,open-sourceway, providingaricheruserexperience (O’Reilly,2005) SocialmediaarethesocialaspectsofWeb2.0applications: participation,openness,conversation, communityandconnectedness. (Mayfield,2008) Social Marketing Fall 2012Lugano, 15/11/2012 36
  32. 32. Mobilephonesfor healthenhancement Lugano, 15/11/2012 Social Marketing Fall 2012 37
  33. 33. Self-tracking,self-monitoring Social Marketing Fall 2012Lugano, 15/11/2012 38
  34. 34. Social Marketing Fall 2012Lugano, 15/11/2012 39
  35. 35. Someexamplesofsocial marketingcampaignsusing socialmedia Lugano, 15/11/2012 Social Marketing Fall 2012 40
  36. 36. Social Marketing Fall 2012Lugano, 15/11/2012 41
  37. 37. Social Marketing Fall 2012Lugano, 15/11/2012 42
  38. 38. Social Marketing Fall 2012Lugano, 15/11/2012 43
  39. 39. Social Marketing Fall 2012Lugano, 15/11/2012 44
  40. 40. Whysocialmediafor socialmarketing? Lugano, 15/11/2012 Social Marketing Fall 2012 45
  41. 41. Thepotentialofsocialmedia Increasethereach (Chouetal.,2009;Bennet&Glasgow;Evans,2008;Uhrigetal.,2010) Stimulateinterpersonalcommunicationaboutthe campaigntopic+generatelargerbehaviorchange (Abroms&Maibach,2008) Lugano, 15/11/2012 Social Marketing Fall 2012 46
  42. 42. Howtotrack&measure socialmedia? Lugano, 15/11/2012 Social Marketing Fall 2012 47
  43. 43. Monitoring conversations • BlogReactions – Technorati http://technorati.com/search/World+AIDS+Day+2008?authority=a4&language=en – GoogleBlogSearch http://blogsearch.google.com/blogsearch?hl=en&ie=UTF-8&q=World+AIDS+Day+2008&btnG=Search+Blogs • WebsiteTraffic/Links – Alexa.com http://www.alexa.com/data/details/traffic_details/aids.gov – Google.com http://www.google.ch/search?q=link%3A+aids.gov 48Lugano, 15/11/2012 Social Marketing Fall 2012
  44. 44. Social Marketing Fall 2012 • Socialmediaeffectiveness Lugano, 15/11/2012 49
  45. 45. WHATABOUT BEHAVIOR CHANGE? Lugano, 15/11/2012 Social Marketing Fall 2012 50
  46. 46. Communicationtiming Whenand how much(exposure &frequency)?
  47. 47. Aboutexposureandfrequency Sufficientlyfrequentexposureineachofthechannels Exposuregainedthroughfrequencyandmultiplechannelsovertimeis animportantsuccessfactorinmostsocialmarketingcampaigns Thisisbecausepeoplevaryintheirtimingandwillingnesstorespondto amessage(rememberDiffusionofInnovationstheory?) “Themoretimesit[themessage]ismadeavailable,themorelikelythey [audiences]aretohear/seeitwhentheyarereadytoattendtoit” (Hornik,2002) Successfulcampaignsarenotjustamatteroftherightmessages deliveredtotherightaudiences,butalsoaresultoftherightlevels offrequencyovertime 52Lugano, 15/11/2012 Social Marketing Fall 2012
  48. 48. Choosingtherightchannel What vehicles?
  49. 49. Choosingtherightchannel:somequestions Where andwhen? WhichTVstations,radioprograms,magazines,newmedia,etc.? Itdependsonyourcampaigngoals,promotionobjectives, strengthsandweaknessesofeachoption,TAprofile,budgets andtiming Lugano, 15/11/2012 54Social Marketing Fall 2012
  50. 50. Factorstocondiderwhenplanningamediastrategy #1:Campaignobjectives&goals #2:Desiredreachandfrequency #3:TargetAudience #4:Timing: “Betherejustintime” #5:Timing: “Bethereintheeventof” #6:Integratedapproach #7:Know(pros&consof)mediatypes #8:Budget,budget, budget Lugano, 15/11/2012 Social Marketing Fall 2012 55
  51. 51. Channelselection:sometips a) Selectchannelsthatarerelativelyeasytoaccessand choosethemostefficientones(i.e.,thebestchannels forreachingthemajorityofyourpriorityaudience–see audienceanalysis) b) Considerthe(news)mediaifyouaretryingtoreacha largenumberofpeopleandifitismorecost-effective thantryingtoreachthemonebyone c) Considerthebehavior(one-timevs.repetitive/prompts) d) Selectacombinationofchannelsandspecifywhenand howoftenyouwillusethem 56Lugano, 15/11/2012 Social Marketing Fall 2012
  52. 52. SelectingaCombinationofChannels:worksheet 57 Channels Approach or Materials Timing Frequency Traditional Media: Personal & Interpersonal: Special Events: Lugano, 15/11/2012 Social Marketing Fall 2012
  53. 53. Keystosuccessinchannelselection Reachyourtargetaudience Integration Lugano, 15/11/2012 58Social Marketing Fall 2012

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