The document discusses selecting communication channels for social marketing campaigns. It provides examples of traditional media channels like print, television, radio, as well as newer digital channels like websites, social media, mobile phones and apps. The document also presents two case studies, one on an HIV/AIDS awareness campaign in Switzerland that used billboards, print ads, television and radio. The second case study examines a 2008 US campaign on World AIDS Day that leveraged social media platforms like websites, blogs, podcasts and social networking sites. The document stresses the importance of choosing the right mix of channels to effectively reach audiences and influence behavior change over time.

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. 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
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3. «Themediumisthemessage»
Marshall McLuhan (1964)
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McLuhan, M. (1964). Understanding Media: The Extensions of Man

4. Somequestionsfortoday
What communication types?
What channels?
What time?
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5. Communicationtypes
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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
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7. Traditionalmediachannels
Direct Mail
Print
•Displays
•Magazines &
Newspapers
•Other Print
Outdoor
Point of
Purchase
Promotional
Items
Radio
Television
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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
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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. Non-traditionalmediachannels
Mobile
phones
Social
media
Apps
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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
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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
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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
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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. 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. 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
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17. Casestudies
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18. LOVELIFESTOPAIDS
FEDERALOFFICEFORPUBLICHEALTH(BAG)
SWISSAIDSFOUNDATION
CASESTUDY1
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19. MediaUsed
• Billboards
• Printads
• Television
• Radio
• Movietheatercommercials
• Sportingevents
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20. 2008 WORLD AIDS DAY
SOCIAL MEDIA CAMPAIGNNIDA(NATIONALINSTITUTEONDRUGABUSE)
AIDS.GOV-U.S.DEPARTMENTOFHEALTH&HUMANSERVICES.
CASESTUDY2
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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.
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22. AIDS.govofficialwebsite
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23. Call to Action
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24. 26Lugano, 15/11/2012 Social Marketing Fall 2012

25. 27Lugano, 15/11/2012 Social Marketing Fall 2012

26. Today’sfocus:socialmedia
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27. Web2.0vs.Web1.0
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28. Socialmediaworld
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29. Justafad?
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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)
}
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31. Theconcepts
Web2.0encompassestheideaoftheWebasaplatform,
thatharnessescollectiveintelligencethroughthesharing
ofinformationanddatainafree,open-sourceway,
providingaricheruserexperience
(O’Reilly,2005)
SocialmediaarethesocialaspectsofWeb2.0applications:
participation,openness,conversation,
communityandconnectedness.
(Mayfield,2008)
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32. Mobilephonesfor
healthenhancement
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33. Self-tracking,self-monitoring
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34. Social Marketing Fall 2012Lugano, 15/11/2012 39

35. Someexamplesofsocial
marketingcampaignsusing
socialmedia
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36. Social Marketing Fall 2012Lugano, 15/11/2012 41

37. Social Marketing Fall 2012Lugano, 15/11/2012 42

38. Social Marketing Fall 2012Lugano, 15/11/2012 43

39. Social Marketing Fall 2012Lugano, 15/11/2012 44

40. Whysocialmediafor
socialmarketing?
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41. Thepotentialofsocialmedia
Increasethereach
(Chouetal.,2009;Bennet&Glasgow;Evans,2008;Uhrigetal.,2010)
Stimulateinterpersonalcommunicationaboutthe
campaigntopic+generatelargerbehaviorchange
(Abroms&Maibach,2008)
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42. Howtotrack&measure
socialmedia?
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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
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44. Social Marketing Fall 2012
• Socialmediaeffectiveness
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45. WHATABOUT
BEHAVIOR CHANGE?
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46. Communicationtiming
Whenand how much(exposure &frequency)?

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. Choosingtherightchannel
What vehicles?

49. Choosingtherightchannel:somequestions
Where andwhen?
WhichTVstations,radioprograms,magazines,newmedia,etc.?
Itdependsonyourcampaigngoals,promotionobjectives,
strengthsandweaknessesofeachoption,TAprofile,budgets
andtiming
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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
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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
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52. SelectingaCombinationofChannels:worksheet
57
Channels Approach or
Materials
Timing Frequency
Traditional
Media:
Personal &
Interpersonal:
Special Events:
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53. Keystosuccessinchannelselection
Reachyourtargetaudience
Integration
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