July 31, 2012

The confluence of public health & social media

Introduction

What Is Social Media?

Why Does Social Media Matter?

What to Know Before Getting Started

Suggested Social Media Platforms

Suggested Implementation

“Shark Tank”

overview

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dkc@shmaraksmpr

#iphagetssocial

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dkchow has social media changed our lives?

check this out.

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Is the public health community engaged in social media—

or “wallflower media?”

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• They join networks, but wait for people to find them

• They don’t engage with followers or constituents

• They don’t seek out partnerships or alliances

• They go back to their marketing comfort zone, but they don’t reap the results• Typically, they focus on awareness or sales messages• They don’t emphasize the right kind of education messages

many public health & non-profit initiatives are wallflowers

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Was this ad an early form of “social media?”

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your goal:

don’t just come to the dance…

…find others to dance with.

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what is social media?

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• A definition of marketing– The exchange of goods and services

• A definition of social marketing– Engaging in communications to facilitate a desired exchange

Traditional Marketing

Dominate the market

Shout out loud

“Me, me, me”

Push the product, service

Advertising

Control

Pursue ‘leads’

Social Media Marketing

Create a community

Listen, then whisper

“Us, us, us”

Pull in people with your message

Word of mouth

Allow

Nurture relationships

what is social media?

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why does social media matter?

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• Your competition is there• Direct and indirect• They are using it more than “once a week”• They are integrating it into daily operations

• Organizations are using it to leverage donations, commitment and participation

• You don’t need to buy space to use it

• You’re using it and you don’t even know it• e.g., Amazon.com reviews

what to know before getting started

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Description, summary of

individual, organization and/or business

Evolves from activity in the

network, tone and quality of

engagement

End product judged by other members based on previous steps. The network

perceives high trust members as influencers

Profile

Identity

Reputation

Trust

Profile deepens with connections,

content, group associations

what to know before getting started

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Ask smart questions.

•Who is on the receiving end of my messages? Patients? Doctors? Government officials? Do they need me now or do they need me later? •Where are these people online? •What are my organization’s goals? How can I influence conversations to meet these goals?•Who will lead your social media marketing efforts?•Is the organization prepared for the time and commitment to building our community?

what to know before getting started

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Where does social media fit in your “marketing mix?”

•Brand/Advertising• Look, feel and tone

•Public relations• Message, education and reputation

•Development communications

•Web site• SEO, SMO

dkcsocial media platforms

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dkcsuggested implementation

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suggested implementation

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Create a social media policy—and have people sign off that they will adhere to it.

•Clarify what constitutes as social media content• Tone, frequency, grammar, etc.

•Determine and communicate your organization’s attitude toward social media to as many people as possible

• Will everyone be welcomed to be a part of “the dance?”• What are the goals you seek to accomplish?

•Determine who owns the strategy and execution• Suggestion—a three-pronged social media committee led by Executive Director,

Marketing and “on the street” leadership

suggested implementation

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•Establish rules of engagement• Off-limit topics and professionalism

•Make training available

•Have a crisis plan• Public health emergencies (H1N1)• Adverse conversations about your organization• Government advocacy and intervention

suggested implementation

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Develop a content schedule.•Mapping out information will help you determine several components of social media

• “Do we have a lot to say? Are we relevant?”• Level of frequency

•Content can come in the form of other people thinking or saying what your organization believes in

• Social media = Engage conversations• “Retweets”

•Schedule can coincide with other parts of your operations• Health fairs• Events/health screenings• Speeches• Volunteer/staff recruitment

suggested implementation

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Start joining conversations.

•Start with one or two platforms and/or channels

•Listen to conversations for a short time

•Create, optimize profiles

•Identify, join and engage groups

•Contribute regularly with value-added content• Avoid sales pitches as much as possible

•Be helpful, professional, proactive and responsive

suggested implementationMonitor your performance.

• Free tools– Google Analytics– SocialOomph.com– CoTweet– Klout

• Premium tools– Sprout Social– Radian6– Sysmos

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• Monitor what is being said about your cause and organization– Listen to “buzz” to inform

future content, message development

– Can also track related ailments and health issues

suggested resources

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dkc“shark tank”

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thank youfor your time

CHICAGO321 North Clark, Suite 2800

Chicago, IL 60654(312) 340-6990

www.dkcnews.com

NEW YORK261 Fifth Avenue, 2nd Floor

New York, NY 10016(212) 685-4300

www.dkcnews.com

dkcabout us

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why dkc?• DKC is a smart, aggressive and inventive team

with a wide range of public relations and marketing talent and experience serving a diverse array of clients

• DKC has broken the mold of traditional public relations to create a bold new hybrid of strategic, results-oriented public relations and integrated marketing

• We create thorough, effective and all-encompassing communications programs that connect clients to audiences and enliven brands

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• A 20-year-old agency composed of 140 public relations and marketing professionals

• Big enough to leverage large ideas and strategies, yet small enough to make things happen quickly, while interacting closely with the media and influencers on a day-to-day basis

• From Wall Street to Main Street: we represent clients across a diverse range of industries, geographic regions and service offerings

• Headquartered in New York with offices in Los Angeles, Washington DC, Chicago and Albany

dkc: the facts

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• Unmatched relationships with national, regional, local, consumer, B-2-B and trade media across print, broadcast and digital platforms

• Creative strategic thinking and results-oriented solutions, enhancing your core business while expanding the reach of your message to new audiences

• Practice areas include: consumer products, digital, media properties, fashion, entertainment, hospitality, sports, health care, technology, gaming, government affairs, and crisis management

dkc: the facts

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CORPORATE

CONSUMER PRODUCTS/LIFESTYLE

MEDIA PROPERTIES

CREATIVE PROPERTIES

ENTERTAINMENT

FASHION/BEAUTY

TECHNOLOGY/DIGITAL

REAL ESTATE

SPORTS

HOSPITALITY/TOURISM

HEALTH AND WELLNESS

CRISIS MANAGEMENT

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select clients – past & present

dkccapabilities

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• Experience with many of the nation’s most iconic brands

• DKC understands that brand equals perception; we have vast brand-building expertise, from launching new brands to revitalizing existing ones, to new initiatives that position brands for long-term growth

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brand building

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• A major strength of the agency, DKC knows how to make news and generate high-impact press coverage that builds brands

• We maintain strong relationships with national, regional, local, consumer, B-2-B and trade media across print, broadcast and digital platforms

• Our staff includes former journalists, writers, television producers and bloggers

• We are known for an approach that looks to place brands in unexpected, non-traditional media outlets

• DKC represents some of the nation’s most prominent news organizations and media outlets

multiplatform news media

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• Create partnership opportunities and promotional initiatives within and outside of our client network that generate positive word-of-mouth and brand perception

• National reputation for creating “experiential” marketing programs and have a strong track record creating high-impact events and marketing platforms for our clients

integrated marketing

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• DKC Connect specializes in creating online communications strategies unique to each client’s needs which integrate new technologies and complement offline efforts to create a seamless campaign.

• Knowledge of the latest digital trends combined with a research-based approach enables us to craft measurable campaigns that resonate with your key audiences and further your brand’s objectives.

• Capabilities include: social media auditing + influencer identification, strategic counsel, website development, social media marketing, applications, online reputation management, etc.

digital

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• A joint venture with Forum Strategies & Communications, Accelerate is a full-service public relations and experiential marketing group designed to handle the unique communications needs of the automotive industry

• Accelerate/Forum has a 15 year relationship with the Chrysler Group LLC and has deep understanding of the company's products, business objectives and culture

• Leveraging DKC and Forum’s joint expertise, Accelerate can develop, integrate and execute all elements of consumer engagement through traditional media relations, interactive social media, experiential marketing, events and content creation

• The group also has experience engaging policy makers who are shaping the transportation industry and driving the future of automotive technology on the federal, state and local levels

accelerate

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government affairs• DKC Government Affairs offers its clients the benefit of decades of

institutional legislative and political knowledge about the often arcane inner workings of state government, along with a keen understanding of the intersection of public policy and media relations

• We work diligently to help meet the challenges and capitalize on the opportunities presented by public policy, legislative or regulatory action in Albany for clients both large and small, public and private

• The DKC Government Affairs executive team has over 100 years of combined experience in local, city, state and federal government affairs experience

• DKC Government Affairs provides government relations strategy and political counsel to Fortune 500 companies, real estate developers, not-for-profit organizations, health care providers, and the telecommunications industry among others

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public affairs• We combine our consumer marketing

and media relations expertise with our knowledge of government relations and news to create high-impact public affairs campaigns

• Our media and political contacts are among the strongest in the nation, allowing us to create discussions and events that garner national attention

• We specialize in issue-based campaigns that influence policy-makers in Washington, DC while impacting public opinion across the country

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hispanic practice• Strategic consultation, publicity outreach and

Spanish language services to assist in defining and implementing the best Hispanic marketing initiatives to accomplish our clients’ goals

• Established, ongoing relationships with Spanish language media at regional, national and international levels allowing us to give a voice to issues that are particularly important to the Latino community, as well as help build a strong and relevant presence in the Hispanic market

• Experience includes:o Yahoo! U.S. Hispanic o Kool-Aid’s ‘Pelikoola en el Parque’ programo Production company Shine Global and the

documentary “The Harvest/La Cosecha”o Safe Horizon o SUNY Levin Instituteo The Ford Foundation

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• Excellence in conceiving, organizing and managing large scale, strategic special events

• Execute events that garner media attention and reach target audiences directly and virally

• Extensive experience in product launches, concerts, premieres, fashion and trade shows, red carpets, junkets, conferences, political, marketing and community outreach events

events

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executives & influencers

David Granger

Bonnie Hammer

Michael Eisner

Ken Burns

Sean Combs

Paul Fireman

Jann Wenner

Clive DavisTor Myhren

Dr. Oz

Howard Stern

Arianna Huffington

Linda Kaplan Thaler

Richard Kirshenbaum

Lyor Cohen

Janice Min

Robert Sillerman

Craig Kallman

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•From Fortune 500 companies to start-up entrepreneurs, DKC places experts at the center of national conversations

•Through smart ideas and discipline, we secure our clients in media appearances, conferences and byline articles

expert positioning

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• There is no way of knowing when a crisis will strike. How a client handles a crisis in the beginning hours has a critical impact on how they will come out in the end. Hiring an agency with crisis management capabilities is an invaluable asset

• Among the most respected in the industry, DKC manages internal and external communications, business-to-business and business-to-consumer crises

• Foremost experts in crisis management formulate and implement strategies that defuse negative publicity and stabilize a client's public persona, image and reputation

• 360⁰ approach includes: real-time media monitoring, SEO, Wikipedia, and social media platform engagement

crisis communications

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