social marketing media (portland prevention)
Post on 14-Sep-2014
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Portland Prevention presented this slideshow to an audience of prevention providers at the 2009 Maine Office of Substance Abuse Prevention Provider's Day in Bangor, Maine on November 5th.We utilized this slideshow to show other prevention providers what WE used in our coalition to get our message out to the masses. This slideshow offered the opportunity for interactive discussion about how to (and how not to) utilize the 3 social media tools we use in our coalition. Supplemental materials were provided to the audience (and are posted here on Slideshare.net).TRANSCRIPT
Using Social Media Marketing to Carry the Message of Prevention
Amanda Edgar & Ronni KatzCity of Portland Public Health DivisionSubstance Abuse Prevention Program
Defining Social Media Marketing
What is it?Where did it come
from?What do we do with
it?
WHAT IS SOCIAL MARKETING?
Social Marketing is the practice of utilizing the philosophy, tools, and practices of commercial marketing for health and/or social programs.
Social marketing sells a behavior change to a targeted group of individuals• Accept a New Behavior• Reject a Potential Behavior•Modify a Current Behavior• Abandon an Old Behavior
“Social marketing is a process that applies marketing
principles and techniques to create, communicate, and deliver value in order to
influence target audience behaviors that benefit society
(public health, safety, the environment and
communities) as well as the target audience."
Philip Kotler, Nancy Lee and Michael Rothschild (2006)http://www.socialmarketingquarterly.com/whatis.htm
WHAT IS MARKETING ABOUT? IT’S ABOUT BEHAVIOR
• Not driving after drinking• Not smoking• Managing stress• Eating 5 servings of fruits & vegetables
• Not physically abusing/assaulting• Approving and implementing environmental changes on campus
WHERE PEOPLE SEARCH FOR HEALTH INFORMATION
WHO USES THE INTERNET & HOW?
• 147 million (73%) people are on the Internet• 91% read email • 48% video sharing• 39% read blogs• 35% have profile on social networking site (2008)
Source : Pew 2007/2008
11
INTRODUCTION AND BACKGROUND
75% of US adults use the Internet
16% of Internet users use social networking websites
Social networking websites focus on building online social networks or communities of people who share interests and activities and provide ways for users to interact
USING WEB 2.0 TO PROMOTE PUBLIC HEALTH MESSAGESWHAT IS WEB 2.0?Information Week has broadly defined Web 2.0 as “All the websites [and web technologies] out there that get their value from the actions of users.”
Examples include web logs (blogs), social networking sites like MySpace and Facebook, podcasts, media sharing, and virtual worlds like Second Life.
QUICK SURVEY:Do you have an account with:Myspace?Facebook?Flickr?LinkedIn?Stumbleupon?Digg?Reddit?Have you ever searched:Wikipedia?Yahoo!?Google?Ask?Do you read blogs?Do you use an RSS feed/reader like Google, Newsgator or Bloglines?Have you submitted content to a social network?Has your content become “popular” or hit the front page?Do you or any of your coalition members do social media marketing?
PROCESS OF SOCIAL MARKETING
• Define Problem - Based on Analysis, Community Assessment Already Completed• Identify Behavior Change/Actions That Could Reduce/Eliminate Problem• Identify Potential Audience for Marketing Intervention
WHY YOU CAN’T AFFORD TO IGNORE SOCIAL MEDIA
•Social media costs $0.00•No start-up fees•No monthly fees
•Missing out on a free way to communicate with the public
•Missing out on a sector of public that receives information via social media – sometimes exclusively
CRAFTING YOUR MESSAGE
Each social media tool is different
• Twitter: rapid conversation, mobile accessible, ease of interaction, public
• Facebook: large audience, networked w/groups, fan pages, locations, organizations, applications
• YouTube: can do a lot with a little, viral spread.
• Flickr: virtual component, encourages sharing.
• Delicious: increases efficiency in searches for useful information on the web (trending topics)
• Similarities• Encourage social interaction• Even playing field• Real-time information
CRAFTING YOUR MESSAGE
CRAFTING YOUR MESSAGE
• Twitter: Updates, alerts, discussions, bulletins• Headlines (w/link to more info)
• Facebook: Events, articles, discussion• Most multifaceted social media (fan page)
• YouTube: Video message.• The more hilarious, upbeat, novel or catchy,
the better.
• Flickr: Visual (photo) message.• Images should enhance information-sharing.
• Delicious: Compilation of “favorites” of the web• Should be all about you (ex: Health Topics)
DETERMINING WHAT SOCIAL MEDIA TOOLS FIT YOUR ORGANIZATION’S NEEDS• Twitter = Fast growing, fast moving, limited & public
• Facebook = Huge, adult population, networked
• YouTube = Popular, limited to video, “infectious”
• Flickr = Visual, supplemental tool
• Delicious = Info-sharing, bookmark
GOLDEN RULE
Make sure your information is of
value to your community!
WHAT WE’RE DOING WITH SOCIAL MEDIA
Constant ContactFacebookBlogger
Con
sta
nt C
on
tact: E
Mark
etin
g
•Email Campaign Creation•Email Campaign Templates•Email List Management•Image Hosting
•Tracking & Reporting•Email Archive Hosting (optional)•Email
Delivery•Coaching
and Support
Faceb
ook
Facebook is a social utility that
connects people with
friends and
others who
work, study
and live around them.
http://www.facebook.com/portlandprevention
Goog
le R
ead
er
Customizable web-
based aggregator for feeds from news
sites, blogs, and other sites
with a sharing facility
capable of reading
Atom and RSS feeds online or offline.http://www.google.com/reader
Blo
gg
er
Your blog is whatever
you want it to be…
It’s a web site, where you write
stuff on an ongoing basis.
New stuff shows up at the top, so
your visitors can read what's new. Then
they comment on it or link to it or email
you.
http://www.substanceabuseportlandmaine.blogspot.com
What type(s) of social media/networking is your coalition using?
Here’s a look at what other coalitions are doing…*21 Reasons’ Bloghttp://21reasonstalk.blogspot.com/
*Portland Public Health Division on Facebook (Fan Page)http://www.facebook.com/pages/Portland-ME/Portland-Public-Health-Division/86440203705
*CADCA (Community Anti-Drug Coalitions of
America) on Twitterhttp://twitter.com/cadca
*LaDonna Coy (Prevention & Virtual Learning)
on SlideShare http://www.slideshare.net/ladcoy
*Partnership for a Drug-Free America on Flickrhttp://www.flickr.com/photos/15946811@N06/
Common Knowledge – Helping non-profits leverage the internet for fundraising, marketing, communications & advocacy http://www.commonknow.com/
Social Media Technology in Prevention - A virtual how-to hotspot for people who want to connect, inquire, discuss and learn to put technology solutions to work for prevention and social change.
http://technologyinprevention.blogspot.com/
Social Media Club - A community for the champions of Social Media and those seeking to learnhttp://www.socialmediaclub.org/
www.substanceabuse.portlandmaine.gov
www.facebook.com/portlandprevention
www.substanceabuseportlandmaine.blogspot.com
Amanda [email protected](207) 756-8053
Ronni [email protected](207) 756-8116
City of Portland Public Health Division (HHSD)
Substance Abuse Prevention Program
Thank you!!