1. Social Marketing Through Social Media

2. Dan Cohen, Principal
Full Court Press Communications
dan@fcpcommunications.com
510-271-0640
@dcstpaul / @FullCourtPress
Slide 2

3. Overview
• Introductions & Overview
• Guests galore!
– Sharing stories, “wins,” learnings and best
practices
• PM – Get to work
– Making decisions, allocating resources

4. Social
Marketing:
Are you smarter
than a third
grader?

5. A Starting Point
• Take a moment to answer the question –
If I could just get (insert person/people)
to (insert activity),
it would help my organization achieve
(insert goal) by (date).

6. What Choices Did You Make?
• Audiences
• Actions
• Goal-setting
• Timing/Measurements

7. What about you?

8. What Social Marketing Campaigns Have
You Participated In?
• Over the past 30 days?
• Off-line / Real-world activities?
• On-line activities?
• What engaged you?
• Did you tell anyone?
• Could you see the “big picture?”

9. “It Gets Better”
CHPC 9

10. A Starting Point
• Thinking about “It Gets Better”– Now answer
the questions….
If I could just get (insert person/people)
to (insert activity),
it would help my organization achieve
(insert goal) by (date).

11. Today’s Approach
• Public Health Social Marketing Successes
• Ethnic Media as a Social Marketing
Partner
• Social Media as a Game-changer
• Where do I go from here?

12. Brainstorm – Finishing our AM
Rapid-Fire Brainstorm Exercises / Pairs
1. One New Audience / One New Challenge
2. Teaching Old Audience a New Trick
3. “Can I have 5 minutes of your time?”

13. BREAK
Image: Barbara Kyne Fine Art Photography

14. Brainstorm – Finishing our AM
Reflections on morning guests?

15. Today’s Approach
• Public Health Social Marketing Successes
• Ethnic Media as a Social Marketing
Partner
• Social Media as a Game-changer
• Where do I go from here?

16. Sharing – 3-2-1
• 3 things I’ve learned so far today
• 2 things I now recognize others are doing
well
• 1 thing I can visualize doing differently
• Bonus: New way to achieve an old goal?

17. Where do I start? Audiences
Know your Audience
• Where are your target families/individuals?
• What languages are spoken?
• Where are the gathering places –
social, religious or other? On-line?
• How is information shared across communities?
• What media outlets / social media tools matter
and are trusted?
• Where are the informal networks for sharing
information?

18. Where do I start? Audiences
Using twitter chats to
convene. Don’t be shy.
If there is no home, build one

19. Where do I start? Social Media Tools
Know the Tools that Matter
• Ask the audience – qualitative research
• Use surveys – quantitative research
• Check existing analytics / sales data from
on-line providers (trust me, they know)
• Reverse engineer – what else is working?
• Test, test, test – learning is cheap

20. Where do I start? Social Media Tools
What do you know already?
• What sites/tools matter?
• What is target audience talking about?
• What’s the best thing you’ve seen
someone do to engage your targets?

21. What’s not working?
Who is failing?
• What can we learn from their #fail?
• Are goals clear?
• Is action clear?
• Does the audience know they are
wanted?
• Is there no urgency?

22. What’s not working?
Who is failing?
• What can we learn from their #fail?
• Are goals clear?
• Is action clear?
• Does the audience know they are
wanted?
• Is there no urgency?

23. My $100 Plan
• Allocate $100 worth of funds for use in social
marketing & Why?
– Paid media (which, how much?)
– Social media (which, how much?)
• What other considerations?
– Staff time
– Technology training/capacity building
– Audience readiness

24. Dan Cohen, Principal
Full Court Press Communications
dan@fcpcommunications.com
510-271-0640
@dcstpaul / @FullCourtPress
Slide 24