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

1. How social media
is being used to
improve health
Four Experts Share Their
Experience and Insights
#SM4PH

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. Developing an
effective campaign
 Roleof research
 Theoretical foundation
 Audience segmentation
 Types of approaches
 Product-driven
 Consumer-driven
 Market-driven
www.cancer.gov

4. Examples of
social marketing b.s.m.
(before social media)
1958-1961
Sponsor: 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. Sponsor:
BMW
2011
Sponsor: Behind German Walls
2005
2012
Sponsor: Montana Meth Project
Sponsors: Glee/NHTSA/The Ad Council

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. How can social media be used to
promote health?

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. Q1: How has social media
changed social
marketing?

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. Thoughts from
Jeff Picarello
With social media, the feedback loop is
much shorter.

12. Q2: What are the
benefits of using social
media in social marketing
campaigns?

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. Thoughts from
Corinne Shefner-Rogers
Once you put a message out
there, anyone can access it at
any time.

15. Q3: What are the
drawbacks of using social
media in social marketing
campaigns?

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. 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. Q4: Will you share some
best practices or
lessons learned?

19. What the experts
had to say
 Contentcontrol through blogging.
(Thomas/Taylor and Picarello)
 “Care and feeding.” (Picarello)

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. Q5: What does the
future hold for social
media and social
marketing campaigns?

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. 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. 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. 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. Some parting
points to ponder

27. Social media is kind of like the
Wild West. It’s a very self-
governing world. With
technology changing so fast,
you kind of just have to try
things and see what works.

28. I believe that people will be so
overwhelmed by social media
messaging that they will tune
out once the novelty of the
medium wears off, the same
way they did with PSAs and
other ‘old’ media channels, or
they will find their ‘niche
channel’ and narrow their
sources for information even
more.

29. How social media
is being used to
improve health
Four Experts Share Their
Experience and Insights
#SM4PH