The Implications of Social Media for Social Marketing and ... · The Implications of Social Media...
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The Implications of Social Media for Social Marketing and Public Health Seminar in Public Health Communication and Marketing Public Health Communication & Marketing Program George Washington University School of Public Health And Public Health Services September 27, 2006
Transcript of The Implications of Social Media for Social Marketing and ... · The Implications of Social Media...
The Implications of Social Media for Social Marketing
and Public HealthSeminar in Public Health Communication and
MarketingPublic Health Communication & Marketing Program
George Washington University School of Public Health And Public Health Services
September 27, 2006
The Old World
Investors
Customers
Prospects
Press/AnalystsPartners
Employees
Potential Employees
Influencers
MESSAGESMESSAGES
Competitors
Investors
Customers
Prospects
Press/AnalystsPartners
Employees
Potential Employees
Influencers
MESSAGESMESSAGES
Competitors
The Networked World
Investors
Customers
Prospects
Press/AnalystsPartners
Employees
Potential Employees
Influencers
MESSAGESMESSAGES
Competitors
The Social Media EcosystemTools that facilitate:
CommunicationEngagementTransparencyTrust
Tools that are:Complementary to traditional communication activitiesUsed by organizations who recognize the social characteristics of effective communication
BlogsWikisRSSPodcastsVideocasts / VlogsMoblogsMMSInternet telephony
Social Networks
Blogs
Wikis
Who Uses It?
147 million people (73%) on the Internet84 million (42%) have broadband access at home 57 million read blogs9 million have downloaded a podcast in the past month43 million (35% of all adult Internet users) have created or shared content on the web
Audience Generated ContentNearly 57% of online teens are Content Creators. About one third share their artwork, photos, stories or videos.22% have their own personal web sites and 19% have their own web log.
When and Where?MySpace was the most popular site in July 2006 – 60 million members100 million videos/day downloaded from YouTube (20 million unique visitors/month)Over 40 million blogs
Sprint Nextel subscribers share 30 million photos, play 2 million games and access 1 billion web pages – a month
What Does Social Media Do?
Becomes a collaborative platformHarnesses collective intelligence Enables everyone to be a content creatorProvides greater access to knowledge and information resourcesEncourages media multiplexityExpands and manages social networks
Using New MediaKaiser Family Foundation. New media and the future of public service advertising. April, 2006.
VERB (8372)Centers for Disease Control and Prevention
Fight MannequinismThe Federal Voting Assistance Program and Ad Council
Above the InfluenceOffice of National Drug Control Policy, Partnership for A Drug-Free America
National Day to Prevent Teen PregnancyNational Campaign to Prevent Teen Pregnancy, Teen People
Small StepU.S Department of Health and Human Services, Ad Council
Girls Go TechGirl Scouts of USA, Ad Council
New Media Cookie CutterSet up a web site with information and/or 'cool stuff' to interact with or downloadConvert the PSAs and print material into digital formatsPromote like crazy through traditional media and the web (blogs,MySpace, viral, WOM) - now it's new!Use cell phones and SMS as a response channelPush messages and alerts out to participants who opt-in at the web site or through SMS to receive them Measure results by eyeballs and click throughs
Caution: Adherence to these principles will insure that you develop a program that uses new media and does not apply social technologies that fit into people’s lives and practices and help change behaviors in relevant ways.
Other Ways to Think About It
What’s Social About Health Behavior?
Asymptomatic ScreeningsLifestyle ModificationsCessation of Addictive BehaviorsMedical Regimen CompliancePrecaution Adoption
Social Network Interventions
Enhance existing linkages?Develop new linkages?Enable indigenous helpers?Create new networks?Empower existing ones?Weave together networks?Engage communities in new ways?
e-Health Tools and FunctionsHealth InformationBehavior changeSelf-managementOn-line communities
Decision supportDisease managementHealthcare tools
Office of Disease Prevention and Health Promotion, DHHS. Expandingthe Reach and Impact of Consumer e -Health Tools. 2006.
Evaluating Effectiveness of e-Health tools
AccessAvailabilityAppropriatenessAcceptabilityApplicability of content
Office of Disease Prevention and Health Promotion, DHHS. Expanding the Reach and Impact of Consumer e -Health Tools. 2006.
e-Health Tools: Behavior Changes
Improve dietary habitsIncrease physical activity levelsReduce heavy drinkingDecrease disordered eating behaviorsImprove adherence to treatment protocolsImpact on health care utilization and costs?
Office of Disease Prevention and Health Promotion, DHHS. Expandingthe Reach and Impact of Consumer e -Health Tools. 2006.
A Closer LookSampling biases favor easy Internet access, technology availability and requiring little tech support.Understand how different groups seek and find health information and tools.Design and test elements that make tools more culturally relevant, consistent, comprehensive, and understandable for diverse users. How to engage, motivate and sustain use of tools.
Office of Disease Prevention and Health Promotion, DHHS. Expandingthe Reach and Impact of Consumer e -Health Tools. 2006.
Who Uses It?Over 200 million cell phone subscribers40% use SMS (32.5 billion txt msgs sent in last half of 2005)44% of people use their mobile as their main camera34.6 million use mobile Internet servicesBy 2009, every US mobile subscriber will have a SMS-enabled phone; 98% will be web-enabled
Health MarketingSexInfo: San Francisco Department of Public Health
Address rising prevalence of STDs among urban youthMake it private, personal and timelyFirst quarter:
1,538 inquiriesCondom failure, STD info and pregnant (?) top three calls
m-Change and ObesityThe appropriate model for obesity and weight management is tailored information according to design principles suggested by Social Cognitive Theory and the Social Marketing Model. The health behaviors to target are self-monitoring of diet and physical activity.The devices are Web-enabled “smart” cellular telephones and wireless PDAs.
JT Tufano & BT Karras. Mobile eHealth Interventions for Obesity:A Timely Opportunity to Leverage Convergence Trends. Journalof Internet Medical Research 2005;7(5):e58).
mChange: Mobile Technologies for Change
Implications for Social Marketers
‘Be Everywhere’ [Media Multiplexity]Interactivity and AGC (audience generated content)Collaboration and SharingSocial Networks and Social CapitalAggregate or COGs (Centers of Gravity)Education, Engagement, Entertainment, Empowerment and Evangelism
Quotable QuotesThe Social Web empowers people's ability to engage in self-expression and communicate and share information with whomever they choose –Tech Crunch Social technologies succeed when they fit into the social lives and practices of those who engage with the technology – danah boydIt’s not about using new media; it’s about using media in new ways – Craig Lefebvre
R. Craig Lefebvre, PhDLefebvre Consulting Group
Silver Spring, MD
On Social Marketing and Social Changehttp://socialmarketing.blogs.com
