social marketing with social media by dan cohen
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Social Marketing Through Social Media
Slide 2
Dan Cohen, PrincipalFull Court Press Communications
@dcstpaul / @FullCourtPress
Overview
• Introductions & Overview• Guests galore! – Sharing stories, “wins,” learnings and best
practices• PM – Get to work– Making decisions, allocating resources
Social Marketing:
Are you smarter than a third
grader?
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).
What Choices Did You Make?
• Audiences• Actions• Goal-setting• Timing/Measurements
What about you?
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?”
“It Gets Better”
CHPC 9
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).
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?
Brainstorm – Finishing our AM
Rapid-Fire Brainstorm Exercises / Pairs1. One New Audience / One New Challenge2. Teaching Old Audience a New Trick3. “Can I have 5 minutes of your time?”
BREAK
Image: Barbara Kyne Fine Art Photography
Brainstorm – Finishing our AM
Reflections on morning guests?
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?
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?
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?
Where do I start? Audiences
Using twitter chats to convene. Don’t be shy.
If there is no home, build one
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
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?
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?
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?
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
Slide 24
Dan Cohen, PrincipalFull Court Press Communications
@dcstpaul / @FullCourtPress