The document discusses the intersection of public health and social media, emphasizing its importance for organizations to actively engage with their audience rather than remaining passive. It outlines strategies for social media implementation, including developing a policy, identifying target audiences, and monitoring performance to enhance communication and community engagement. The document also includes insights on shifting from traditional to social marketing to effectively reach and influence constituents.

1. The confluence
of public health
& social media
July 31, 2012

2. overview
Introduction
What Is Social Media?
Why Does Social Media Matter?
What to Know Before Getting Started
Suggested Social Media Platforms
Suggested Implementation
“Shark Tank”
2

3. dkc
@shmaraksmpr
#iphagetssocial
3

4. dkc has social media
how
changed our lives?
check this out.
4

5. Is the public health community
engaged in social media—
or “wallflower media?”
5

6. many public health & non-profit
initiatives are wallflowers
• They join networks, but wait for people to find them
• They don’t engage with followers or constituents
• They don’t seek out partnerships or alliances
• They go back to their marketing comfort zone, but they don’t
reap the results
• Typically, they focus on awareness or sales messages
• They don’t emphasize the right kind of education messages
6

7. Was this ad an early form
of “social media?”
7

8. your goal:
don’t just come to the
dance…
…find others to dance
with.
8

9. what is social media?
• A definition of marketing
– The exchange of goods and services
• A definition of social marketing
– Engaging in communications to facilitate a desired exchange
Traditional Marketing Social Media Marketing
Dominate the market Create a community
Shout out loud Listen, then whisper
“Me, me, me” “Us, us, us”
Push the product, service Pull in people with your message
Advertising Word of mouth
Control Allow
Pursue ‘leads’ Nurture relationships
9

10. what is social media?
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11. 11

12. why does social media matter?
• Your competition is there
• Direct and indirect
• They are using it more than “once a week”
• They are integrating it into daily operations
• Organizations are using it to leverage donations, commitment
and participation
• You don’t need to buy space to use it
• You’re using it and you don’t even know it
• e.g., Amazon.com reviews
12

13. what to know before getting started
End product judged
by other members
based on previous
steps. The network
perceives high
Evolves from trust members
activity in the as influencers
network, tone and
quality of Trust
engagement
Profile deepens with
connections,
content, group Reputation
associations
Description,
summary of
individual, organization
and/or business Identity
Profile
13

14. what to know before getting started
Ask smart questions.
•Who is on the receiving end of my messages? Patients? Doctors?
Government officials? Do they need me now or do they need me later?
•Where are these people online?
•What are my organization’s goals? How can I influence conversations to meet
these goals?
•Who will lead your social media marketing efforts?
•Is the organization prepared for the time and commitment to building our
community?
14

15. what to know before getting started
Where does social media fit in your “marketing mix?”
•Brand/Advertising
• Look, feel and tone
•Public relations
• Message, education and reputation
•Development communications
•Web site
• SEO, SMO
15

16. dkc media platforms
social
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17. 17

18. 18

19. 19

20. 20

21. 21

22. 22

23. dkc
suggested implementation
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24. suggested implementation
Create a social media policy—and have people sign off that they
will adhere to it.
•Clarify what constitutes as social media content
• Tone, frequency, grammar, etc.
•Determine and communicate your organization’s attitude toward social media
to as many people as possible
• Will everyone be welcomed to be a part of “the dance?”
• What are the goals you seek to accomplish?
•Determine who owns the strategy and execution
• Suggestion—a three-pronged social media committee led by Executive Director,
Marketing and “on the street” leadership
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25. suggested implementation
•Establish rules of engagement
• Off-limit topics and professionalism
•Make training available
•Have a crisis plan
• Public health emergencies (H1N1)
• Adverse conversations about your organization
• Government advocacy and intervention
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26. suggested implementation
Develop a content schedule.
•Mapping out information will help you determine several components of social
media
• “Do we have a lot to say? Are we relevant?”
• Level of frequency
•Content can come in the form of other people thinking or saying what your
organization believes in
• Social media = Engage conversations
• “Retweets”
•Schedule can coincide with other parts of your operations
• Health fairs
• Events/health screenings
• Speeches
• Volunteer/staff recruitment
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27. suggested implementation
Start joining conversations.
•Start with one or two platforms and/or channels
•Listen to conversations for a short time
•Create, optimize profiles
•Identify, join and engage groups
•Contribute regularly with value-added content
• Avoid sales pitches as much as possible
•Be helpful, professional, proactive and responsive
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28. suggested implementation
Monitor your performance.
• Monitor what is being said • Free tools
about your cause and – Google Analytics
organization – SocialOomph.com
–Listen to “buzz” to inform – CoTweet
– Klout
–Can also track related ailments
• Premium tools
– Sprout Social
– Radian6
– Sysmos
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29. suggested resources
29

30. dkc tank”
“shark
30

31. thank you
for your time
NEW YORK CHICAGO
261 Fifth Avenue, 2nd Floor 321 North Clark, Suite 2800
New York, NY 10016 Chicago, IL 60654
(312) 340-6990
(212) 685-4300 www.dkcnews.com
www.dkcnews.com

32. dkc
about us
32

33. why dkc?
• DKC is a smart, aggressive and inventive team
with a wide range of public relations and
marketing talent and experience serving a
diverse array of clients
• DKC has broken the mold of traditional public
relations to create a bold new hybrid of
strategic, results-oriented public relations and
integrated marketing
• We create thorough, effective and all-
encompassing communications programs that
connect clients to audiences and enliven brands
33

34. dkc: the facts
• A 20-year-old agency composed of 140 public
relations and marketing professionals
• Big enough to leverage large ideas and
strategies, yet small enough to make things
happen quickly, while interacting closely with
the media and influencers on a day-to-day basis
• From Wall Street to Main Street: we represent
clients across a diverse range of industries,
geographic regions and service offerings
• Headquartered in New York with offices in Los
Angeles, Washington DC, Chicago and Albany
34

35. dkc: the facts
• Unmatched relationships with national,
regional, local, consumer, B-2-B and trade
media across print, broadcast and digital
platforms
• Creative strategic thinking and results-
oriented solutions, enhancing your core
business while expanding the reach of your
message to new audiences
• Practice areas include: consumer products,
digital, media properties, fashion,
entertainment, hospitality, sports, health
care, technology, gaming, government
affairs, and crisis management
35

36. select clients – past & present
CORPORATE
CONSUMER PRODUCTS/LIFESTYLE
MEDIA PROPERTIES
CREATIVE PROPERTIES
ENTERTAINMENT
FASHION/BEAUTY
TECHNOLOGY/DIGITAL
REAL ESTATE
SPORTS
HOSPITALITY/TOURISM
HEALTH AND WELLNESS
CRISIS MANAGEMENT
36

37. dkc
capabilities
37

38. brand building
• Experience with many of the
nation’s most iconic brands
• DKC understands that brand
equals perception; we have
vast brand-building expertise,
from launching new brands to
revitalizing existing ones, to
new initiatives that position
brands for long-term growth
38

39. multiplatform news media
• A major strength of the agency, DKC
knows how to make news and generate
high-impact press coverage that builds
brands
• We maintain strong relationships with
national, regional, local, consumer,
B-2-B and trade media across print,
broadcast and digital platforms
• Our staff includes former journalists,
writers, television producers and
bloggers
• We are known for an approach that looks
to place brands in unexpected, non-
traditional media outlets
• DKC represents some of the nation’s
most prominent news organizations and
media outlets
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40. integrated marketing
• Create partnership opportunities and promotional initiatives within and outside of our
client network that generate positive word-of-mouth and brand perception
• National reputation for creating “experiential” marketing programs and have a strong
track record creating high-impact events and marketing platforms for our clients
40

41. digital
• DKC Connect specializes in creating online
communications strategies unique to each client’s
needs which integrate new technologies and
complement offline efforts to create a seamless
campaign.
• Knowledge of the latest digital trends combined with
a research-based approach enables us to craft
measurable campaigns that resonate with your key
audiences and further your brand’s objectives.
• Capabilities include: social media auditing +
influencer identification, strategic counsel, website
development, social media marketing, applications,
online reputation management, etc.
41

42. accelerate
• A joint venture with Forum Strategies & Communications,
Accelerate is a full-service public relations and experiential
marketing group designed to handle the unique
communications needs of the automotive industry
• Accelerate/Forum has a 15 year relationship with the Chrysler
Group LLC and has deep understanding of the company's
products, business objectives and culture
• Leveraging DKC and Forum’s joint expertise, Accelerate can
develop, integrate and execute all elements of consumer
engagement through traditional media relations, interactive
social media, experiential marketing, events and content
creation
• The group also has experience engaging policy makers who are
shaping the transportation industry and driving the future of
automotive technology on the federal, state and local levels
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43. government affairs
• DKC Government Affairs offers its clients the benefit of decades of
institutional legislative and political knowledge about the often
arcane inner workings of state government, along with a keen
understanding of the intersection of public policy and media
relations
• We work diligently to help meet the challenges and capitalize on the
opportunities presented by public policy, legislative or regulatory
action in Albany for clients both large and small, public and private
• The DKC Government Affairs executive team has over 100 years of
combined experience in local, city, state and federal government
affairs experience
• DKC Government Affairs provides government relations strategy and
political counsel to Fortune 500 companies, real estate developers,
not-for-profit organizations, health care providers, and the
telecommunications industry among others
43

44. public affairs
• We combine our consumer marketing
and media relations expertise with our
knowledge of government relations and
news to create high-impact public affairs
campaigns
• Our media and political contacts are
among the strongest in the nation,
allowing us to create discussions and
events that garner national attention
• We specialize in issue-based campaigns
that influence policy-makers in
Washington, DC while impacting public
opinion across the country
44

45. hispanic practice
• Strategic consultation, publicity outreach and
Spanish language services to assist in defining
and implementing the best Hispanic marketing
initiatives to accomplish our clients’ goals
• Established, ongoing relationships with Spanish
language media at regional, national and
international levels allowing us to give a voice to
issues that are particularly important to the
Latino community, as well as help build a strong
and relevant presence in the Hispanic market
• Experience includes:
o Yahoo! U.S. Hispanic
o Kool-Aid’s ‘Pelikoola en el Parque’ program
o Production company Shine Global and the
documentary “The Harvest/La Cosecha”
o Safe Horizon
o SUNY Levin Institute
o The Ford Foundation
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46. events
• Excellence in conceiving, organizing
and managing large scale, strategic
special events
• Execute events that garner media
attention and reach target
audiences directly and virally
• Extensive experience in product
launches, concerts, premieres,
fashion and trade shows, red
carpets, junkets, conferences,
political, marketing and community
outreach events
46

47. executives & influencers
David Granger Michael Eisner Linda Kaplan Thaler Paul Fireman Dr. Oz Robert Sillerman
Bonnie Hammer Ken Burns Lyor Cohen Jann Wenner Howard Stern Craig Kallman
Arianna Huffington Tor Myhren Sean Combs Clive Davis Richard Kirshenbaum Janice Min
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48. expert positioning
• From Fortune 500
companies to start-up
entrepreneurs, DKC places
experts at the center of
national conversations
• Through smart ideas and
discipline, we secure our
clients in media
appearances, conferences
and byline articles
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49. crisis communications
• There is no way of knowing when a crisis will strike. How a client handles
a crisis in the beginning hours has a critical impact on how they will come
out in the end. Hiring an agency with crisis management capabilities is an
invaluable asset
• Among the most respected in the industry, DKC manages internal and
external communications, business-to-business and business-to-
consumer crises
• Foremost experts in crisis management formulate and implement
strategies that defuse negative publicity and stabilize a client's public
persona, image and reputation
• 360⁰ approach includes: real-time media monitoring, SEO, Wikipedia, and
social media platform engagement
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