Social Marketing Roundup - Fall 2015
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Transcript of Social Marketing Roundup - Fall 2015
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Social Marketing RoundupA review of agency projects
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Potpourri of information
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Services• Social marketing campaigns,
communications plans, brand identity, content strategy
• Media inquiries; training• News releases• Risk communications• Article submissions• Television & radio commercials & PSAs• Community calendar listings• Community & general event planning• Web design & updates; training (w/IS)• Intranet updates & Monday Mail; training• Online forms & registrations/surveys• E-commerce (w/IS)• Blogs • Web stats (w/IS)• Training videos (w/IS)• Photography (w/IS)
• E- and mobile advertising• Print ads (newspaper, bus, billboard, etc.)• Printed materials• Presentations• Banners, signage• Promotional items• E-blasts & e-news• Forms, charts/graphs, maps, photo editing,
printing, laminating, scanning• Building/display signage• Graphic standards• Logo usage/placement• Materials review• Social media requests (Facebook,
Twitter, YouTube, etc.); training
Social marketing campaigns, communications plans, brand identity, content strategy
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Written Communications
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Oral Communications
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Online Communications
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Advertising
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Earned Media
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Process
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Social Marketing ProcessCampaign Purpose
Campaign Focus
Target Audience
Objective: Desired Behavior
Perceived Barriers
Perceived Benefits
Strategies to Reduce Barriers & Increase Benefits
Product
Price
Place
Promotion
Evaluation Strategies
Input
Output
Process
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Market Segmentation
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Cultural Segmentation
• Culture is a strong dimension of behavior change and is used to enhance individual insight and as a component of predictive models.
• Cultural segmentation enables appropriate communications to be crafted to particular cultural communities, which is important for message engagement
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1. People living in poverty/chronic crisis have a different life experience
than those in middle-class or with more resources
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2. Middle class values/systems are the standard
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3. Reframe conflicts of communication to conflicts of expectations
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4. All humans are inclined to socialize and hang out with people who are very similar
to themselves.
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5. Decision fatigue has greater effect on those in poverty/crisis
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6. There are hidden rules and concepts of the middle class
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7. What’s My Part? - Bridge the expectation gap
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8. Written materials will only reach a certain segment of your intended
audience.
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9. Believe in EVERYONE’S ability to learn and grow throughout their
lifetime
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Social Media 0.001%
Radio5%
Targeted Web42%
Mobile 22%
Television 31%
Reach by media type
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SNAP Social Marketing Campaign Reach At-A-Glance
Strategies RadioTVSocial MediaTargeted Digital and Web
Targeted (<185% FPL) Impressions, Adults 18+
11,054,604
Total Direct (General) Impressions, Adults 18+
20,483,329
Percent of SNAP Eligible-Impressions, Adults 18+
54%
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Common Behavior Theories
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Health Impact Model
• Interventions focusing on lower levels of the pyramid tend to be more effective because they reach broader segments of society and require less individual effort.
• Implementing interventions at each of the levels can achieve the maximum possible sustained public health benefit
Frieden, Thomas R. “A Framework for Public Health Action: The Health Impact Pyramid.” American Journal of Public Health 100.4 (2010): 590–595. PMC. Web. 24 Mar. 2015.
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Counseling & Educational Interventions
• The need to urge behavioral change is symptomatic of failure to establish contexts in which healthy choices are default actions
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Example projects
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WIC Farmers’ Markets
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Safe Routes to School
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Messaging and Identity
A SIMPLE, focused message that speaks to your audience.
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7-Part Messaging Exercise
1. Commitment statement2. Three key messages3. Key message 1 with 2 supporting facts4. Key message 2 with 2 supporting facts5. Key message 3 with 2 supporting facts6. Repeat 3 key messages7. Future actions
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Example MessagingVisual
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Identity Exercise
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Identity• Audience• Goal• Tone • Imagery• Messaging• Photography• Icons• Color scheme
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Audience
Who are the users of your products or services?
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Goal
The goal is the foundationof your entire identity (and brand!). If you don’t have a goal, you don’t
know what to strive towards.
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Tone of Identity• Positive?• Negative?• Realistic?• Diverse?• All, none, some, other?
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Imagery
This next exercise will help us with not only imagery for your identity, but also
with taglines, phrases, etc.
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Morphological Matrix
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Icons
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Color Scheme
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Branding
65%
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Branding
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Branding
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Branding
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By the NumbersPer Week• 5-7 media inquiries • 6-12 media mentions• 10-12 inquiries via srhd.org
Per Month• 4-6 news releases • 20,000+ visitors to srhd.org• 500 visitors to spokanewic.org• 200 visitors to stickmanknows.org• 8,500 print copies per month
To-Date• 112 open tasks in project management system• 20,000+ Stickman Knows app downloads• 11 Facebook sites
– 1,500 SRHD FB likes– 1,103 Stickman Knows FB likes
• 1,600 Twitter followers, 2,275 tweets• 700+ videos posted to YouTube• 1 ADDY Award; 1 Spokane Coeur d’Alene Living
magazine award
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Capabilities Spectrum
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Tools Available
https://www.dropbox.com/sh/88w12owqlmt4ie7/AABIq0pif2ESsS98MkDKV54Fa?dl=0
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About SRHD• Mission
As a leader and partner in public health, we protect, improve and promote the health and well-being of our communities.
• VisionHealthy Lives. Safe Environments. Thriving Communities.
• Values Integrity
• Compassion • Respect • Equity • Collaboration • Innovation
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Thank you!