How social media is being used to improve health

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    16-Jan-2015

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Discusses how social media is being used in social marketing/public health campaigns.

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  • 1. How social mediais being used toimprove healthFour Experts Share TheirExperience and Insights#SM4PH

2. Promoting good health falls undersocial marketing Whatis social marketing*: Uses commercial marketing approach to change behavior Uses the four Ps of marketing: Product Price Place Promotion *Glanz, Rimer, Viswanath, 2008 3. Developing an effective campaign Roleof research Theoretical foundation Audience segmentation Types of approaches Product-driven Consumer-driven Market-drivenwww.cancer.gov 4. Examples of social marketing b.s.m. (before social media)1958-1961Sponsor: CDC1985 - PresentSponsors: U.S. Dept. of Transportation/NHTSA1988 - 1990Sponsors: Amer. Fdn. for 1983 - Present AIDS Research/Nat. AIDS Sponsors: U.S. Dept. of Transportation/NHTSA Networks 5. Sponsor: BMW 2011 Sponsor: Behind German Walls20052012Sponsor: Montana Meth ProjectSponsors: Glee/NHTSA/The Ad Council 6. Along comes social mediaLaunched 2003175 million users* Launched 2006 500 million users*Launched 20041 billion users* Launched 2011* As of 2012 400 million users* 7. How can social media be used topromote health? 8. Insights of someindustry expertsJeff Picarello@jeffpicarello Frances Heilig Melissa Taylor @groovymomma CorinneJana Leigh ThomasShefner-Rogers Linkedin.com/in/janaleighthomas 9. Q1: How has social media changed social marketing? 10. What the expertshad to say Moreconcise messages with links. (Shefner-Rogers) Two-way communication. (Heilig) Get to the point quickly. (Thomas) What is the social ask? 11. Thoughts from Jeff Picarello With social media, the feedback loop is much shorter. 12. Q2: What are the benefits of using social media in social marketing campaigns? 13. What the experts had to say Quick, multi-channel responses. (Picarello) More immediate and interactive communication with consumers. (Thomas/Taylor) Targetedmessages with real-time feedback. (Heilig) 14. Thoughts from Corinne Shefner-RogersOnce you put a message outthere, anyone can access it atany time. 15. Q3: What are the drawbacks of using social media in social marketing campaigns? 16. What the expertshad to say Competition and clutter. (Shefner-Rogers) Not all social networks are the same. (Heilig) Needto give good information or else youre giving misinformation. (Picarello) 17. Thoughts from Jana Leigh Thomasthe perceived ease and lowcost to many of the channelsmakes it tempting to doeverything vs. picking the onesand investing strategically. 18. Q4: Will you share somebest practices orlessons learned? 19. What the experts had to say Contentcontrol through blogging. (Thomas/Taylor and Picarello) Care and feeding. (Picarello) 20. Recommendations from Frances HeiligUsing Social Media Platforms toAmplify Public Health Messageshttp://smexchange.ogilvypr.com/wp-content/uploads/2010/11/OW_SM_WhitePaper.pdfThe National Heart, Lung, and BloodInstitutes the Heart Truth campaignhttp://www.nhlbi.nih.gov/educational/hearttruth/downloads/html/sm-study.htm 21. Q5: What does the future hold for social media and social marketing campaigns? 22. What the expertshad to say Focus on the story we have to tell and let that guide us to a social media strategy. (Thomas/Taylor) Give people a voice. (Heilig) Mobiletechnology and near field communication. (Picarello) 23. Thoughts from Jana Leigh ThomasThe challenge will be tofind ways to reachpeople who have not yetheard and are notactively seeking thepublic health information. 24. Many of todays social marketing campaigns have a social media componenthttp://www.facebook.com/#!/ActAgainstAIDS?fref=ts @dontdrivendtext @AlzAssociation@KomenfortheCure@AmericanCancer http://www.facebook.com/SurfDogRicochet?sk=app_320180588040301#!/stopbullyingspeakup 25. From all of this, here are the key themes Social media is not a magic bullet. Age-old rule still applies Right message tothe right people through the right channel. Remember: its social media. Peopleexpect interaction. Ifyou are going to engage in social media,take the time to do it well. 26. Some parting points to ponder 27. Social media is kind of like theWild West. Its a very self-governing world. Withtechnology changing so fast,you kind of just have to trythings and see what works. 28. I believe that people will be sooverwhelmed by social mediamessaging that they will tuneout once the novelty of themedium wears off, the sameway they did with PSAs andother old media channels, orthey will find their nichechannel and narrow theirsources for information evenmore. 29. How social mediais being used toimprove healthFour Experts Share TheirExperience and Insights#SM4PH