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How social media is being used to improve health

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

Publicada em: Saúde e medicina
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How social media is being used to improve health

  1. 1. How social mediais being used toimprove healthFour Experts Share TheirExperience and Insights#SM4PH
  2. 2. Promoting good health falls under social marketing  What is social marketing*:  Uses commercial marketing approach to change behavior  Uses the four P’s of marketing:  Product  Price  Place  Promotion *Glanz, Rimer, Viswanath, 2008
  3. 3. Developing an effective campaign  Roleof research  Theoretical foundation  Audience segmentation  Types of approaches  Product-driven  Consumer-driven  Market-driven www.cancer.gov
  4. 4. Examples of social marketing b.s.m. (before social media)1958-1961Sponsor: CDC 1985 - Present Sponsors: U.S. Dept. of Transportation/NHTSA 1988 - 1990 Sponsors: Amer. Fdn. for 1983 - Present AIDS Research/Nat. AIDS Sponsors: U.S. Dept. of Transportation/NHTSA Networks
  5. 5. Sponsor: BMW 2011 Sponsor: Behind German Walls2005 2012Sponsor: Montana Meth Project Sponsors: Glee/NHTSA/The Ad Council
  6. 6. Along comes social media Launched 2003 175 million users* Launched 2006 500 million users* Launched 2004 1 billion users* Launched 2011* As of 2012 400 million users*
  7. 7. How can social media be used to promote health?
  8. 8. Insights of some industry experts Jeff Picarello @jeffpicarello Frances Heilig Melissa Taylor @groovymomma Corinne Jana Leigh Thomas Shefner-Rogers Linkedin.com/in/janaleighthomas
  9. 9. Q1: How has social media changed social marketing?
  10. 10. What the experts had to say  More concise messages with links. (Shefner-Rogers)  Two-way communication. (Heilig)  Get to the point quickly. (Thomas)  What is the “social ask”?
  11. 11. Thoughts from Jeff Picarello With social media, the feedback loop is much shorter.
  12. 12. Q2: What are the benefits of using social media in social marketing campaigns?
  13. 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. 14. Thoughts from Corinne Shefner-Rogers Once you put a message out there, anyone can access it at any time.
  15. 15. Q3: What are the drawbacks of using social media in social marketing campaigns?
  16. 16. What the experts had to say  Competition and clutter. (Shefner-Rogers)  Not all social networks are the same. (Heilig)  Need to give good information – or else you’re giving misinformation. (Picarello)
  17. 17. Thoughts from Jana Leigh Thomas …the perceived ease and low cost to many of the channels makes it tempting to do everything vs. picking the ones and investing strategically.
  18. 18. Q4: Will you share some best practices or lessons learned?
  19. 19. What the experts had to say  Contentcontrol through blogging. (Thomas/Taylor and Picarello)  “Care and feeding.” (Picarello)
  20. 20. Recommendations from Frances Heilig Using Social Media Platforms to Amplify Public Health Messages http://smexchange.ogilvypr.com/wp- content/uploads/2010/11/OW_SM_WhitePaper.pdf The National Heart, Lung, and Blood Institute’s the Heart Truth campaign http://www.nhlbi.nih.gov/educational/hearttruth/downloads/ html/sm-study.htm
  21. 21. Q5: What does the future hold for social media and social marketing campaigns?
  22. 22. What the experts had 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)  Mobile technology and near field communication. (Picarello)
  23. 23. Thoughts from Jana Leigh Thomas The challenge will be to find ways to reach people who have not yet heard and are not actively seeking the public health information.
  24. 24. Many of today’s social marketing campaigns have a social media component http://www.facebook.com/#!/ActAgainstAIDS?fref=ts @dontdrivendtext @AlzAssociation@KomenfortheCure @AmericanCancer http://www.facebook.com/SurfDogRicochet?sk=app_320180588040 301#!/stopbullyingspeakup
  25. 25. From all of this, here are the key themes  Social media is not a magic bullet.  Age-old rule still applies – Right message to the right people through the right channel.  Remember: it’s “social media.” People expect interaction.  Ifyou are going to engage in social media, take the time to do it well.
  26. 26. Some parting points to ponder
  27. 27. Social media is kind of like theWild West. It’s a very self-governing world. Withtechnology changing so fast,you kind of just have to trythings and see what works.
  28. 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. 29. How social mediais being used toimprove healthFour Experts Share TheirExperience and Insights#SM4PH

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