This document discusses social marketing and branding to promote behavior change related to HIV/STDs. It defines social marketing as using commercial marketing techniques to promote behavior change for social goals like reducing HIV stigma. Social media can be used to drive behavior change messages or engage others. All demographics use social media, including specific at-risk groups. Branding involves using symbols and names to identify services and leave lasting impressions. The "Five W's and One H" (who, what, where, when, why, how) framework is presented to help understand target populations and effectively reach them through strategies like hashtags, audio/video, print media, and in-person events. Statistics on fan pages and profiles are also discussed.

1. Exploring the Benefit of Social Marketing through
Organizational and Programs Branding
STD/HIV Social Marketing Coordinator – Randi Sylve

2. What is Social Marketing?
The use of commercial marketing techniques to promote
behavior change and achieve a social goal for the benefit of a
person or community.
Social Goal
Reduce HIV Stigma
Dispel myths about STD/HIV
Increase shared knowledge
Promoted Behavior Change
Increased Condom Usage
Increased HIV CTR Access
Increased Medication Adherence

3. What is Social Media?
The use of websites, mobile
applications, and electronic tools
for the purpose of sharing
information and discussing
experiences during social
networking, or while engaging in an
online community.
Social Media is used to drive the
behavior change message or
engage others to participate in the
social goal.

4. Who uses Social Media?

6. All demographics!
Larger Groups
Male
Female
Low Education
Older Populations
Leaders
Target Population
African-American MSM
African-American Females
Unemployed Youth
Formerly Incarcerated
Directors of CBO’s

7. Let’s take it a step further ….
Global consumers of all ages Black Female Concert Seminar Attendees

8. What is a brand?
A brand is a design, name, term, or symbol, or a combination of such
intended to identify the goods and services of a seller. It is intended to
leave a lasting impression on clients, consumers, and prospects.
Starbucks uses a combination of branding techniques in its logo, but
even without the text; the logo is still known for its Mermaid and
circular coin shape. The Starbucks brand is easily recognized around the
world and draws in larger groups, but the Oprah co-branded Chai tea is
intended to narrow down the consumers to specific population.

9. Back to the basics
The use of Social
Marketing and
Branding is not as
frightening as it may
seem.
Just remember the
basics of information
gathering …

10. The Five W’s and One H
WHO is of your target population?
Knowing your population will help you and your organization to tailor,
refine, and disseminate appropriate messages to your audience. A
member of your target population may fall within various subgroups.
i.e. An African-American transgender female that does not frequent
clubs or bars, but uses Facebook to play casino games and exchange
vacation pictures while shoe shopping. (Gaming, Travel, Shopping)

11. The Five W’s and One H
WHAT is your message and desired
behavioral outcome?
Your message should consistent and speak to your CBO’s service
options, programs menu, and target audience interest relative to your
organization’s mission and vision. Your message should ALWAYS
include the benefit of participation!
CTR is a benefit for a potential client. Incentives are an ADDED benefit.

12. The Five W’s and One H
WHERE does your population hang out?
Knowing which outlets your population frequents will help you identify
and refine strategies for engagement and recruitment. Also, knowing
this will help you align your CBO with interests of the community and
retain members of your target population.
Posting: Myspace → Facebook →Twitter
Video: Youtube → Instagram → Vine
Music: Pandora → Spotify → iTunes Radio

13. The Five W’s and One H
WHEN is your target population
available?
Knowing when your population is around will determine ideal times for
delivering your message and how. Are they online or at venues?
Using social media management sites (i.e. Hootsuite, SocialOomph)
can be helpful in reaching your audience during non-traditional hours.
These sites can post text, pictures, and video.

14. The Five W’s and One H
WHY is this important?
The importance of your message should bring you back
to the original concept of Social Marketing - “to
promote behavior change and achieve a social goal for
the benefit of a person or community.”

15. The Five W’s and One H
HOW do I reach my population?
Your population can be engaged through a series of Social Marketing &
Branding strategies that promote your programs and services!
Hashtags (#Love, #TagsForLikes, #Food, #Follow, #PicOfTheDay, #TBT)
Audio/Video engagement (Instagram, Facebook, Vine, Youtube)
Print Media (posters, flyers, palm cards, condom packet inserts, etc:)
In-person encounters (community activities and events)

16. Fan Page (Business)
• Allows businesses to showcase work
and interact with fans
• Unlimited number of fans
• Private messages to fans — but only
after the fan has sent the first
message
• Access to stats on posts, fans & fan
demographics, etc.
Profile Page (Friend)
• Allows people to connect and interact
with friends and followers
• Max of 5000 friends and an unlimited
number of followers
• Unlimited private messages to friends
• No access to stats on posts, friends &
friend demographics, etc.

17. Accessing your stats

18. Your Fans

19. Who’s Online?
Of 1,280 fans, 510 (40%) are online at our highest peak time (8pm) and 81 (7%) at the lowest peak time (3am)

21. Questions?

23. Mr. Randi Sylve
STD/HIV Social Marketing Coordinator
LA OPH STD/HIV Program
Department of Health & Hospitals
Phone: (504) 568-7474
Email: randi.sylve@la.gov
/HIV411.org