![Todayâs Presentation ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Social Media Vs. Social Marketing For Slideshare
Similar to Social Media Vs. Social Marketing For Slideshare (20)
Recently uploaded
Recently uploaded (20)
Social Media Vs. Social Marketing For Slideshare
- 1. Widgets, Tweets AND 4-Ps â Oh My! Differentiating Social Media and Social Marketing Mike Newton-Ward, MSW, MPH Fall, 2009
- 3. THE PROBLEM!
- 6. Social Media vs. Social Marketing vs. vs.
- 9. THE SOCIAL MEDIUMS * *Adapted from CDC
- 10. Mobile Technologies â 62% of all Americans are part of a wireless, mobile population that participates in digital activities away from home or work. Not only are young people attuned to this kind of access, African Americans and English-speaking Latinos are more likely than white Americans to use non-voice data applications on their cell phones.â http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx http://www.cdc.gov/healthmarketing/ehm/databriefs/ The Economist: âNomads at Lastâ April 12 th , 2008
- 12. Use the Technologies They Use Goal: encourage users to know their HIV status and to locate HIV testing facilities nearby . Health Campaigns using Texting: KnowIT eHealth Promotions: Web banner ads; Health-e-Cards; and MySpace badges; Video podcast and PSAs on YouTube.
- 13. Make Web Content Interactive Blogs
- 15. Make Web Content Portable Widgets www.cdc.gov/widgets Data and Statistics http://www.health.state.ga.us/phchanges/
- 17. Meet People Where They Are MySpace DailyStrength
- 20. Use the Technologies They Use
- 25. COMMUNICATION
- 27. Warning! Messages Alone ďš Marketing! Marketing is more about lowering barriers and increasing benefits!
- 28. Â
- 30. Â
- 34. SOCIAL MARKETING
- 39. Marketing Solutions For You: Focus on Tangibles & Intangibles (Product) 1) After people have your good information, are there services or tangible items that will help them? 2) What is in it for them (benefits)?
- 44. Itâs a Marketing Mix
- 45. Doing Social Marketing Product Price Place Promotion Barrier/ Facilitator 1. Lack of Time 2. Inconven -ient location 3.Wants to make a difference 4.
- 46. Marketing on One Sheet of Paper
Editor's Notes
- Social media is like a vegetableâŚSocial marketing is like a full salad. Social media is like a toolâŚSocial marketing is like the full set of blueprints.
- There is a mindset with social media. If you are going to use social media, you need to apply this mindset, rather than use a âbusiness as usualâ frame of mind.
- There is a misunderstanding that marketing equals messages and PSAs and communication. It does not! Saying this is like saying that you are getting eight servings of fruits and vegetables a day, when you are only eating lettuce! Messages may be a part of your mix marketing interventions, just like lettuce may be part of your vegetable intake, but they are not all of it.
- Remember this promotion? Nicely done advertisements, well known personalities. But did it lead to behavior change?
- NO! The fuchsia line is the media buys. The blue line is level of awareness of milk. The chartreuse line represents sales. While the level of awareness of milk grew, sales stayed flat. Communication alone did not lead to behavior change. The campaign did not convey benefits that were important to buyers. It did not involve structural changes that made it easier to buy the product. The campaign did further research to understand what benefits were important to consumers, and when/why they thought about buying milk. It made changes at the sales point of purchase in stores, and changes in its promotional messages to convey benefits important to consumer. And sales increased.
- STRUCTURAL Changes included several components of marketing, what weâll discuss later as the four Ps: Product â packaging milk into single serving sizes for sale at stores, making sure flavored milk was readily available in single servings, yogurt containers with spoons built into the covers, single serving size string cheese and then all kinds of cheeses that you can buy one at a time near the salad bar or in packages in the dairy section of the store. Place â putting the product near the entrance and the 10 items or less check out lines Price â Price in this instance has less to do with the dollar and cents cost (though they surely tinkered with that) and more to do with reducing barriers, making it easy to find and buy dairy products â and the social cost, milk is now an adult drink that is socially acceptable, 20 years ago it was for kids Promotion â and the adds changed, with text that emphasizes health benefits and weight loss associated with dairy products TOM move cue: Can anyone think of a QIO initiative that could benefit from this kind of 360 degree approach? Okay, so that was a rhetorical question.
- Based on National Institutes of Mental Health Consensus conference that sought agreement from leading behavioral theorists about what determines health behaviors. Communication alone cannot influence all of these. They may require: structural changes; policy and environmental changes; tangible products; new services. (Adapted by Academy for Educational Development from: Fishbein, Martin, Harry C. Triandis, Frederick H. Kanfer, Marshall Becker, Susan E. Middlestadt, and Anita Eichler (2001), âFactors Influencing Behavior And Behavior Change,â in Handbook Of Health Psychology , ed. Andrew Baum, Tracy A. Revenson, and Jerome. E. Singer, Mahwah, NJ: Lawrence Erlbaum, 3-17.)
- Social marketing can address these barriers!
- Source: the Academy for Educational Development. Do you think about how to make a behavior âfun, easy and popularâ when you develop a program or intervention. Try it, and you may come up with ideas that will be more effective. This is more than just a fun mnemonic. Fun, easy and popular refer to things that we know are determinants of behavior. Fun = are they positive consequences that I value if I do the behavior? Easy = do I have the skills, knowledge and access to services to be able to do the behavior? Popular = what will they people who are important to me think if I try the behavior? My family and friends, co-workers, or cultural group?
- Exchange is the heart of all marketing, commercial and social. People are willing to pay a cost for something that has value. The company gets something, too. Notice: costs and benefits can be tangible or intangible.
- Like a healthy salad needs a variety of vegetables, a good marketing mix takes all of the 4-P interventions!
- For each barrier and facilitator you have identified, ask: Are there tangible products or service that will address this issue; what can you do to minimize the benefits, etc. Write these things in the cells next to the barriers and facilitators, and you have your marketing plan!
- I wrote out the marketing plan on the back of a vetarinarian bill.