Real Warriors Campaign: Using Social Media and Partnerships to Drive Results for Health Communications

August 9, 2011National Conference on Health Communication, Marketing, and Media

Jill HerzogSenior Associateherzog_jill@bah.com

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Agenda

What is social marketing?

Real Warriors Campaign

The power of partnerships

The reach of social media

Defining and proving success

Learn more

Presenting now @ #hcmm11: How @realwarriors uses #socialmarketing to address the stigma of seeking #mentalhealth care #hcsm

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Presenting now @ #hcmmconf: How @realwarriors uses #socialmarketing to address the stigma of seeking #mentalhealth care #hcsm

For those of you on Twitter, we’ve included “tweetable moments” for you to tweet today. The tweets include key take-aways from our presentation. The tweets also include the conference hashtag, so others who could not join us can learn about today’s session.

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What is social marketing?

Social marketing is the use of commercial marketing techniques grounded by behavioral science to promote the adoption of a behavior that will improve the health or well-being of a stakeholder group or of society as a whole.

Social Marketing is not…A social or behavior change strategyMost effective when it activates people Targeted Based on research of target audience

perceptions, and beliefs Fully Integrated

Just advertisingA clever slogan or messaging strategyAn image or branding campaignDone in a vacuumA quick process

Social Marketing is…

Social marketing is deliberately tied to a specific behavior. It’s about what people do – not what they know. -@BoozAllen #hcmmconf

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Social marketers use 4 extra P’s to change behavior

Publics: External and internal groups that have a vested interest in the desired change

Partnerships: Engaging credible like-minded groups, associations, and government agencies to extend resources

Policy: Procedures and guidelines set up to sustain and motivate behavior change

Purse Strings: Funds provided by other sources such as foundation and government grants, donations, and individual gifts

In social marketing, we have to think like marketers. We have our own 4P’s too #hcmmconf

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Social marketing is grounded in behavior change theories. The NCI health communications model is one framework you can use.

Stage 1: Planning and Strategy Development

Stage 2: Developing and Pretesting Concepts, Messages and Materials

Stage 3: Implementing the Program

Stage 4: Assessing Effectiveness and Making Refinements

Source: National Cancer Institute: Making Health Communications Work

http://www.cancer.gov/pinkbook

To plan a #socialmarketing campaign, you can use @theNCI #healthcomm model #hcmmconf

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Booz Allen developed the Real Warriors Campaign which launched in May 2009

The Real Warriors Campaign is a social marketing campaign based on behavior change theories and designed to combat the stigma associated with seeking psychological health treatmentand encourage service members to get appropriate treatment.

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Real Warriors Campaign goals

Create awareness about available resources for mental health care treatment among service members, their families, their commanders and the public at large

Create understanding regarding the obstacles service members feel prevent them from seeking treatment for PH and TBI issues

Create investment in the concepts of resilience, early intervention and the roles they play in successful treatment, recovery and reintegration

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Target Audience Findings

They want proof. Personal examples of service members who have received treatment and are maintaining a successful military career.

They want success, either in their military career or post-service.

They want to see themselves. Represent a variety of services, ranks (enlisted and officers) and age as well as both active duty and Guard and Reserve.

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Real Warriors Campaign social marketing mix

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Real Warriors Campaign PSA – Major Jeff Hall

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The power of partnerships

Partnership program• We partner with more than 155 partner organizations in the greater PH community

that support the campaign’s mission• Our partner program helps us build awareness, disseminate materials and

information, and spread campaign messages• Partners support the campaign by distributing campaign materials at trainings,

seminars and military installations worldwide, and sharing resources in their social media channels

Benefits of partnership program:• Reached more than 5.7 million individuals through 142 campaign announcements

in partners’ blogs and newsletters • Distributed more than 86,000 campaign materials at partners’ conferences,

seminars and events• Reached more than 875,000 individuals through partners’ social media channels

@realwarriors partners with more than 155 organizations to reach audiences and build awareness #hcmmconf

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The reach of social media

The campaign’s Facebook/Twitter accounts reach nearly 25,000 individuals

Facebook has sent more visitors to www.realwarriors.net than any other site

Through targeted Facebook advertising to OEF/OIF service members, we increased our fan base by 550% or about 16,000 fans. Now, 81% of our Facebook fans are users who self-identify as service members.

Anecdotally, we’ve seen our Facebook Page grow into a supportive and positive community for returning/deploying warriors

Your social media channels are a destination. What will it take to keep them coming back? #hcmmconf

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Facebook FansUnited States 15,347Philippines 921Germany 504Italy 437Iraq 429

Twitter Followers

Is social media achieving your objectives? Are you driving discussions? Are you reaching target markets?

Every day, audiences post and share campaign content. Over time, it’s an upward trend.

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Defining and proving success

• Visits to the website • Number of subscribers to listserv• Interactions in social media• Clicks on Facebook ads• Calls to the toll-free phone number• Number of emails received and responded to• Amount of donated media• Requests for and number of materials distributed/downloaded• Number of partners• Partner engagement (e.g., linking to website)• Qualitative feedback from target audiences and key stakeholders• Impact across tasks

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What’s next for the campaign?

Mobile site offers 24/7 access to videos, articles and Live Chat (i.e. instant message with a trained health professional)

New Real Warrior video profiles, PSAs and podcasts

Blogger outreach

Ongoing social media outreach to returning and deploying units

New articles that roll out from our six-month content plan

Visit m.realwarriors.net on your smartphone to watch @realwarriors videos and order free materials #hcmmconf

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www.realwarriors.net

Partnership inquiries: RealWarriors.Partners@tma.osd.mil

facebook.com/realwarriors

twitter.com/realwarriors

Social Marketing Resources

Journals: Social Marketing Quarterly

Texts:– Making Health Communications Work (The Pink Book). NIH http://www.cancer.gov/pinkbook– Marketing in the Public Sector: A Roadmap for Improved Performance. Philip Kotler and Nancy

Lee, Wharton School Publishing, 2006– Social Marketing: Influencing Behaviors for Good. Philip Kotler and Nancy Lee, Sage, 2008

Blogs and list servs:– http://socialmarketing.blogs.com– soc-mktg@listproc.georgetown.edu

Learn more about the Real Warriors Campaign

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Questions?

For a blog post summarizing today’s talk,snap this QR code on your smartphone

or visit www.thehealthdigital.com.