Social Marketing with Social Media by Dan Cohen

Social Marketing Through Social Media

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Dan Cohen, PrincipalFull Court Press Communications

[email protected]

@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

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Dan Cohen, PrincipalFull Court Press Communications

[email protected]

@dcstpaul / @FullCourtPress