Social Media Vs. Social Marketing For Slideshare


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Addresses the confusion between social media, communication and social marketing--especially as it pertains to positive behavior change. Original audience was public health, human service and environmental agency staffs with some exposure to social marketing, but little exposure to social media.

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  • Social media is like a vegetable…Social marketing is like a full salad. Social media is like a tool…Social 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 “business as usual” 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 we’ll discuss later as the four Ps: Product – 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 – putting the product near the entrance and the 10 items or less check out lines Price – 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 – and the social cost, milk is now an adult drink that is socially acceptable, 20 years ago it was for kids Promotion – 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), “Factors Influencing Behavior And Behavior Change,” 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 “fun, easy and popular” 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.
  • Social Media Vs. Social Marketing For Slideshare

    1. 1. Widgets, Tweets AND 4-Ps — Oh My! Differentiating Social Media and Social Marketing Mike Newton-Ward, MSW, MPH Fall, 2009
    2. 2. Today’s Presentation <ul><li>Differentiate social media from social marketing </li></ul><ul><li>Provide examples of social media </li></ul><ul><li>Why communication alone may not be enough to produce behavior change </li></ul><ul><li>The social marketing process </li></ul>
    3. 3. THE PROBLEM!
    4. 4. Multiple Communication Tools
    5. 5. Definitional Confusion Reigns! (Rains?) <ul><li>Social Media </li></ul>Social Marketing Social Media Marketing
    6. 6. Social Media vs. Social Marketing vs. vs.
    7. 7. Social Media vs. Social Marketing <ul><li>Social Media </li></ul><ul><li>Tactic </li></ul><ul><li>On-line tools & platforms </li></ul><ul><li>Sharing information </li></ul><ul><li>Communication </li></ul><ul><li>“ Recent” on-line phenomenon </li></ul><ul><li>Social Marketing </li></ul><ul><li>Complete planning approach </li></ul><ul><li>Mix of strategies </li></ul><ul><li>Behavior & community well-being </li></ul><ul><li>Barriers & benefits </li></ul><ul><li>38 year history </li></ul>
    8. 8. Reasons for Confusion <ul><li>Promotion is visible </li></ul><ul><li>The terms are used sloppily </li></ul><ul><li>Many “marketers” are “advertisers” </li></ul><ul><ul><li>Never had a marketing course </li></ul></ul><ul><li>“ Kotler” social marketers not good at promoting the discipline </li></ul>
    9. 9. THE SOCIAL MEDIUMS * *Adapted from CDC
    10. 10. Mobile Technologies “ 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.” The Economist: “Nomads at Last” April 12 th , 2008
    11. 11. Mobile Phone <ul><li>Most utilized media by CDC </li></ul><ul><li>Immediate, interactive, micro-targeted </li></ul><ul><li>85% of US adults have a mobile phone vs. 71% with landline </li></ul><ul><li>200 million text messages sent on average day (2006) </li></ul>
    12. 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. 13. Make Web Content Interactive Blogs
    14. 14. Blogs <ul><li>On-line journal, regularly updated </li></ul><ul><li>Targeted readership, specific subjects </li></ul><ul><li>Interactive </li></ul><ul><li>Builds community </li></ul><ul><li>Trusted, credible, peer-to- peer information* </li></ul>
    15. 15. Make Web Content Portable Widgets Data and Statistics
    16. 16. Widgets <ul><li>Lines of code that you place on your web site, blog, etc. </li></ul><ul><li>Up-to-date, credible health and safety information </li></ul><ul><li>Information automatically up-dates </li></ul><ul><li>Requires no resources on your end </li></ul><ul><li>Adds value and “woo factor” </li></ul><object type=&quot;application/x-shockwave-flash&quot; data=&quot;; width=&quot;212&quot; height=&quot;350&quot; id=&quot;cdcDS&quot; wmode=&quot;transparent&quot;> <img src=&quot;
    17. 17. Meet People Where They Are MySpace DailyStrength
    18. 18. Social Networking Sites <ul><li>Provide evidence-based subject matter in a peer-to-peer environment </li></ul><ul><li>Interactive, viral </li></ul><ul><li>Utilizes existing communities </li></ul><ul><li>Partner sites: </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>CaringBridge </li></ul></ul><ul><ul><li>Sermo </li></ul></ul><ul><ul><li>DailyStrength </li></ul></ul>
    19. 19. Meet People Where They Are Blogs: Webinar for Mommy Bloggers <ul><li>November 29, 2007 </li></ul><ul><li>7 bloggers participated, 4 mommy and daddy bloggers </li></ul><ul><li>6 blog entries written </li></ul><ul><li>(One blog is in top 500 (#492) of all blogs on the web) </li></ul><ul><li>12 comments on blog posts </li></ul><ul><li>Estimated reach 20,000+ people </li></ul>
    20. 20. Use the Technologies They Use
    21. 21. Novel H1N1 Flu Social Media Campaign <ul><li> </li></ul>
    22. 22. <ul><li>Interactive media can make health information more powerful through: </li></ul><ul><ul><li>Personalization </li></ul></ul><ul><ul><li>Presentation </li></ul></ul><ul><ul><li>Participation </li></ul></ul>CDC’s View of Interactive Media
    23. 23. <ul><li>CDC should be ( must be ) where people are </li></ul><ul><li>Increases the dissemination and potential impact of CDC’s science </li></ul><ul><li>Leverages unique characteristics of emerging channels </li></ul><ul><li>Reaches diverse audiences </li></ul><ul><li>Allows for tailored health messages </li></ul><ul><li>Facilitates interactive communication and community </li></ul><ul><li>Empowers people to make healthier and safer decisions </li></ul>Why Social Media
    24. 24. The Social Media Mindset <ul><li>People are already engaged </li></ul><ul><li>Audiences are generators of content </li></ul><ul><li>The world is made of social networks </li></ul><ul><li>Be transparent </li></ul><ul><li>Be real </li></ul><ul><li>If there is not value in your content—forget all of this… </li></ul>
    26. 26. Why do You Communicate? Not only to inform people about your organization! <ul><li>To get them to do something ! </li></ul><ul><ul><li>Write a letter to the editor </li></ul></ul><ul><ul><li>Partner with you </li></ul></ul><ul><ul><li>Develop a policy </li></ul></ul><ul><ul><li>Recycle plastic bottles </li></ul></ul><ul><ul><li>Get a flu shot </li></ul></ul><ul><li>To improve quality of their lives and increase their well-being </li></ul>  
    27. 27. Warning! Messages Alone  Marketing! Marketing is more about lowering barriers and increasing benefits!
    28. 29. Got Behavior Change?
    29. 31. Factors that Determine Behavior <ul><li>External </li></ul><ul><li>Policies </li></ul><ul><li>Access </li></ul><ul><li>Skills </li></ul><ul><li>Actual Consequences </li></ul><ul><li>Cultural Beliefs and Values </li></ul>
    30. 32. Factors that Determine Behavior <ul><li>Internal </li></ul><ul><li>Knowledge and Beliefs </li></ul><ul><li>Attitudes </li></ul><ul><li>Perceived Risk </li></ul><ul><li>Perceived Consequences </li></ul><ul><li>Self Efficacy </li></ul><ul><li>Intention </li></ul><ul><li>(Note: External factors are easier to change than internal factors.) </li></ul>
    31. 33. Messages alone… <ul><li>Necessary, but may not be sufficient to move behavior </li></ul><ul><li>Think of your favorite commercial—if the item it promoted was hard to find, cost too much, tasted bad, or your friend said didn’t work—would you still buy it?! </li></ul><ul><li>Even after all the good information, there may still be barriers! </li></ul>
    33. 35. Simplified Definition <ul><li>Social Marketing is the coordinated activities that comprise a program to make certain behaviors </li></ul><ul><ul><li>Fun </li></ul></ul><ul><ul><li>“ Are the consequences of behavior both real and rewarding for me?” </li></ul></ul><ul><ul><li>Easy </li></ul></ul><ul><ul><li>“ Can I do it? Am I capable?” </li></ul></ul><ul><ul><li>Popular </li></ul></ul><ul><ul><li>“ What do the people I care about want me to do?” </li></ul></ul><ul><ul><li>-Academy for Educational Development </li></ul></ul><ul><ul><li>Washington, DC </li></ul></ul>
    34. 36. Exchange You Give Up You Get I Get <ul><li>75 cents </li></ul><ul><li>A Pepsi </li></ul><ul><li>Thirst Quencher </li></ul><ul><li>Fun </li></ul><ul><li>Youthful Feeling </li></ul><ul><li>Boyfriend/Girlfriend </li></ul><ul><li>Increased Profits </li></ul>A Commercial Example
    35. 37. Exchange <ul><li>You Give Up </li></ul><ul><li>75¢ </li></ul><ul><li>Embarrassment -talking to partner -trying to use it </li></ul><ul><li>Loss of Pleasure </li></ul><ul><li>You Get </li></ul><ul><li>A Condom </li></ul><ul><li>Protection against pregnancy </li></ul><ul><li>Protection against STIs </li></ul><ul><li>Peace of mind </li></ul><ul><li>Sense of control </li></ul>A Public Health Example: Condom Distribution I Get -Improved Health Status -Recognition from CDC -Additional Funding
    36. 38. Social Marketing Interventions to Address Barriers and Benefits <ul><li>There was a perception that free condoms were defective. 50 cents was cheaper than in stores, and avoided this perception. ( Product , Price ). </li></ul><ul><li>Participants could get condoms at a sports physical instead of a family planning clinic. ( Place , Price ) </li></ul><ul><li>A health educator discussed how to use lubricants and other methods to maintain pleasurable sensation. ( Product , Price ) </li></ul><ul><li>Health educators and participants used role-playing to practice talking to partners. ( Price ) </li></ul><ul><li>All brochures, posters and ads conveyed the benefits in the exchange chart. ( Promotion ) </li></ul>
    37. 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)?
    38. 40. Marketing Solutions For You: Focus on Barriers & Benefits (Price) <ul><li>What is important to people, onto which you can tie your goals? What motivates them? </li></ul><ul><ul><li>Finishing school </li></ul></ul><ul><ul><li>Being financially independent </li></ul></ul><ul><ul><li>Not being sick, and having to go to a doctor </li></ul></ul><ul><ul><li>Being “cool” </li></ul></ul><ul><li>2) What barriers to the behavior exist? How can you minimize them? </li></ul><ul><li>3) How can you make the behavior “fun, easy and popular?” </li></ul>
    39. 41. Marketing Solutions For You: Focus on Location & Time (Place) <ul><li>Where are the people you want to reach located? Can you go there? </li></ul><ul><li>2) Is your location convenient for them? </li></ul><ul><li>3) Is your schedule convenient to them? </li></ul><ul><li>4) When and where are they already likely to be thinking about your issue? </li></ul><ul><li>5) Is something happening in the social environment onto which you can piggyback? </li></ul>
    40. 42. Marketing Solutions For You: Focus on Information (Promotion) <ul><li>How does your audience like to receive information? </li></ul><ul><li>If you use mass media, when are they watching, listening, reading? </li></ul><ul><li>Where are they located? </li></ul><ul><li>Where and when are they already likely to be thinking about your issue? </li></ul>
    41. 43. Communicating Information: 8 Magic Words <ul><li>Simple action </li></ul><ul><li>Repeat, repeat, repeat </li></ul><ul><li>Personal </li></ul><ul><li>Location </li></ul><ul><li>Benefits </li></ul>
    42. 44. It’s a Marketing Mix
    43. 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.
    44. 46. Marketing on One Sheet of Paper
    45. 47. Marketing on One Sheet of Paper—Ask: <ul><li>What is your problem or issue? </li></ul><ul><li>What are its causes? </li></ul><ul><li>Who is affected by it? </li></ul><ul><li>Who needs to act to remedy it? </li></ul><ul><li>What are the barriers to these actions? </li></ul><ul><li>What are the benefits or facilitators to these actions? </li></ul><ul><li>What products would impact the barriers & benefits? </li></ul><ul><li>How can you lower the barriers & increase the benefits? </li></ul><ul><li>What place variables would impact these? </li></ul><ul><li>What promotional strategies would impact these? </li></ul><ul><li>How will you measure success? </li></ul>
    46. 48. For More Information <ul><li>Mike Newton-Ward, MSW, MPH </li></ul><ul><li>Social Marketing Consultant </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: </li></ul><ul><li>On Twitter: </li></ul>