“Working for a healthier and safer North Carolina”

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Widgets, Tweets AND 4-Ps—Oh My!

Differentiating Social Media and Social Marketing

Mike Newton-Ward, MSW, MPH

Fall, 2009

“Working for a healthier and safer North Carolina”

Today’s Presentation

• Differentiate social media from social marketing

• Provide examples of social media

• Why communication alone may not be enough to produce behavior change

• The social marketing process

THE PROBLEM!

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Multiple Communication Tools

Definitional Confusion Reigns! (Rains?)

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http://bit.ly/3TIYYN

http://bit.ly/1qot6S http://bit.ly/uziCj

Social Media

Social Marketing

Social Media Marketing

Social Media vs. Social Marketing

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vs.

vs.

Social Media vs. Social Marketing

Social Media

1. Tactic

2. On-line tools & platforms

3. Sharing information

4. Communication

5. “Recent” on-line phenomenon

Social Marketing

1. Complete planning approach

2. Mix of strategies

3. Behavior & community well-being

4. Barriers & benefits

5. 38 year history

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Reasons for Confusion

Promotion is visible The terms are used sloppily Many “marketers” are “advertisers”

• Never had a marketing course

“Kotler” social marketers not good at promoting the discipline

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THE SOCIAL MEDIUMS*

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*Adapted from CDC

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 12th, 2008

Mobile Phone

• Most utilized media by CDC• Immediate, interactive, micro-targeted• 85% of US adults have a mobile phone vs. 71%

with landline• 200 million text messages sent on average day (2006)

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.

Make Web Content Interactive

Blogs

Blogs

• On-line journal, regularly updated

• Targeted readership, specific subjects

• Interactive• Builds community• Trusted, credible, peer-to-

peer information*

Make Web Content Portable

Widgets

www.cdc.gov/widgets

Data and Statistics

http://www.health.state.ga.us/phchanges/

<object type="application/x-shockwave-flash" data="http://www.cdc.gov/widgets/datastats/datastats.swf"

width="212" height="350" id="cdcDS" wmode="transparent"> <img src="http://www.cdc.gov/widgets/datastats/datastats.gif

Widgets

• Lines of code that you place on your web site, blog, etc.

• Up-to-date, credible health and safety information

• Information automatically up-dates

• Requires no resources on your end

• Adds value and “woo factor”

Meet People Where They Are

MySpace DailyStrength

Social Networking Sites

• Provide evidence-based subject matter in a peer-to-peer environment

• Interactive, viral• Utilizes existing communities• Partner sites:

• MySpace• YouTube• CaringBridge• Sermo• DailyStrength

Meet People Where They Are

Blogs: Webinar for Mommy Bloggers

November 29, 2007

• 7 bloggers participated, 4

mommy and daddy bloggers

• 6 blog entries written

(One blog is in top 500 (#492) of all

blogs on the web)• 12 comments on

blog posts

Estimated reach 20,000+ people

Use the Technologies They Use

Novel H1N1 Flu Social Media Campaign

http://bit.ly/RLlHL

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Interactive media can make health information more powerful through:

• Personalization

• Presentation

• Participation

Interactive media can make health information more powerful through:

• Personalization

• Presentation

• Participation

CDC’s View of Interactive Media

CDC should be (must be) where people are

• Increases the dissemination and potential impact of

CDC’s science

• Leverages unique characteristics of emerging channels

• Reaches diverse audiences

• Allows for tailored health messages

• Facilitates interactive communication and community

• Empowers people to make healthier and safer

decisions

Why Social Media

The Social Media Mindset

People are already engaged Audiences are generators of content The world is made of social networks Be transparent Be real If there is not value in your content—

forget all of this…

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COMMUNICATION

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Why do You Communicate?

Not only to inform people about your organization!

To get them to To get them to dodo somethingsomething!!Write a letter to the editorWrite a letter to the editorPartner with youPartner with youDevelop a policyDevelop a policyRecycle plastic bottlesRecycle plastic bottlesGet a flu shotGet a flu shot

To improve quality of their lives and To improve quality of their lives and increase their well-beingincrease their well-being

Warning!

Messages Alone Marketing!

Marketing is more about lowering barriers and

increasing benefits!

0100020003000400050006000700080009000

10000

1994 1995 1996 1997 1998 1999 2000

Consumption Media Buy Awareness

Got Behavior Change?

Factors that Determine Behavior

External Policies Access Skills Actual Consequences Cultural Beliefs and Values

Factors that Determine Behavior

Internal Knowledge and Beliefs Attitudes Perceived Risk Perceived Consequences Self Efficacy Intention(Note: External factors are easier to change than internal

factors.)

Messages alone…

• Necessary, but may not be sufficient to move behavior

• 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?!

• Even after all the good information, there may still be barriers!

SOCIAL MARKETING

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Simplified DefinitionSocial Marketing is the coordinated activities that

comprise a program to make certain behaviorsFun “Are the consequences of behavior both real and rewarding

for me?”Easy “Can I do it? Am I capable?”Popular“What do the people I care about want me to do?”

-Academy for Educational DevelopmentWashington, DC

Exchange

You Give Up You Get

I Get

•75 cents •A Pepsi

•Thirst Quencher

•Fun

•Youthful Feeling

•Boyfriend/Girlfriend

•Increased Profits

A Commercial Example

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Exchange

You Give Up 75¢ Embarrassment

-talking to partner-trying to use it

Loss of Pleasure

You Get A Condom Protection against

pregnancy Protection against

STIs Peace of mind Sense of control

A Public Health Example: Condom Distribution

I Get-Improved Health Status -Recognition from CDC-Additional Funding

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Social Marketing Interventions to Address Barriers and Benefits

1. There was a perception that free condoms were defective. 50 cents was cheaper than in stores, and avoided this perception. (Product, Price).

2. Participants could get condoms at a sports physical instead of a family planning clinic. (Place, Price)

3. A health educator discussed how to use lubricants and other methods to maintain pleasurable sensation. (Product, Price)

4. Health educators and participants used role-playing to practice talking to partners. (Price)

5. All brochures, posters and ads conveyed the benefits in the exchange chart. (Promotion)

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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)?

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Marketing Solutions For You: Focus on Barriers & Benefits (Price)

1) What is important to people, onto which you can tie your goals? What motivates them?

• Finishing school

• Being financially independent

• Not being sick, and having to go to a doctor

• Being “cool”

2) What barriers to the behavior exist? How can you minimize them?

3) How can you make the behavior “fun, easy and popular?”

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Marketing Solutions For You:Focus on Location & Time (Place)

1) Where are the people you want to reach located? Can you go there?

2) Is your location convenient for them?

3) Is your schedule convenient to them?

4) When and where are they already likely to be thinking about your issue?

5) Is something happening in the social environment onto which you can piggyback?

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Marketing Solutions For You:Focus on Information (Promotion)

1) How does your audience like to receive information?

2) If you use mass media, when are they watching, listening, reading?

3) Where are they located?

4) Where and when are they already likely to be thinking about your issue?

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Communicating Information: 8 Magic Words

Simple action

Repeat, repeat, repeat

Personal

Location

Benefits

It’s a Marketing Mix

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Doing Social Marketing

Product Price Place Promotion

Barrier/

Facilitator

1. Lack of Time

2. Inconven

-ient location

3.Wants to make a difference

4.

Marketing on One Sheet of Paper

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Marketing on One Sheet of Paper—Ask:

1. What is your problem or issue?

2. What are its causes?

3. Who is affected by it?

4. Who needs to act to remedy it?

5. What are the barriers to these actions?

6. What are the benefits or facilitators to these actions?

7. What products would impact the barriers & benefits?

8. How can you lower the barriers & increase the benefits?

9. What place variables would impact these?

10.What promotional strategies would impact these?

11.How will you measure success?

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For More Information

Mike Newton-Ward, MSW, MPH

Social Marketing Consultant

E-mail: sm1guru@yahoo.com

Blog: www.socialmarketingpanorama.com

On Twitter: www.Twitter.com/sm1guru