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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 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 http://bit.ly/3TIYYN http://bit.ly/1qot6S http://bit.ly/uziCj
  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.” http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information.aspx http://www.cdc.gov/healthmarketing/ehm/databriefs/ 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 www.cdc.gov/widgets Data and Statistics http://www.health.state.ga.us/phchanges/
  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;http://www.cdc.gov/widgets/datastats/datastats.swf&quot; width=&quot;212&quot; height=&quot;350&quot; id=&quot;cdcDS&quot; wmode=&quot;transparent&quot;> <img src=&quot;http://www.cdc.gov/widgets/datastats/datastats.gif
  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>http://bit.ly/RLlHL </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>
  25. 25. COMMUNICATION
  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>
  32. 34. SOCIAL MARKETING
  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: www.socialmarketingpanorama.com </li></ul><ul><li>On Twitter: www.Twitter.com/sm1guru </li></ul>

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