Presentation on Social Marketing and Community Health by Kimberly Keith, MED, LPC

1. Social Marketing
and
Community Health

2. What is Social Marketing?
Social marketing is the
systematic application of
marketing, along with other
concepts and techniques, to
achieve specific behavioral
goals for a social good. en.wikipedia.org/wiki/Social_marketing

3. Social Marketing Tools
May Be Traditional Media
NewspapersRadio
TVBrochures
Events
Traditional
Web Sites

4. Using Social Media to “Market”
Positive Health Behaviors
Social media marketing is a term
that describes use of …online
collaborative media for marketing,
sales, public relations and
customer service. ...
en.wikipedia.org/wiki/Social_media_marketing

5. The Importance of Social Networks
"People are more likely to acquire
new health practices while living in
networks with dense clusters of
connections — that is, when in
close contact with people they
already know well.” Better health through social networking Peter Dizikes, MIT
News

6. Where are Your Community’s
Social Networks?
Churches
Support Groups
Workplaces &
Schools
Clubs &
Community
Groups
…and Online
Friends &
Extended Families

7. Clubs
Professional
Network
Acquaintances
in the
community
Church
Work
School
Family
Extended
Family
Friends
ME
The Social Network
of just one person.
The online social
network mirrors
real life,
…and in most rural
settings is quite
dense and
interconnected.
We Have a Remarkable Opportunity to Educate
and Influence Positive Behavioral Change…

8. “MARKET” HEALTH
BEHAVIOR CHANGE
IN LOCAL SOCIAL
NETWORKS
USING SOCIAL MEDIA

9. Step One for Using Social Media
To Market Health Behavior Change
Define your mission,
goals, and message

10. The mission of HEALTH in Columbia County is to
seek to enhance the quality of life and promote
long-term health and safety to the residents of
Columbia County through educational programs
and the use of community resources. Our vision is
“Helping Everyone Achieve Long-term Health in
Columbia County”, thus the name HEALTH.
Start with your
organizational
mission

11. Thinking about my goal here. The same as
always, how to make an online community in a
small world work to meet needs and improve
lives here.
7:24 PM Feb 16th from web
What Are Your
Organizational
or Personal Goals
and Purpose for
Using Social Media?

12. “Growing Healthy Communities”
Behavior Change Message
Eat two more fruits and vegetables every day, and
be physically active two more times every week.
What is Your
“Home Base”
Message?

13. Step Two for Using Social Media
To Market Health Behavior Change
Share your message
with Social Networks
in the community

14. What You Need to Start a Social Media
Campaign for Community Health Promotion
1. Your Mission, Goals, and Message
2. or
4. Facebook Page
5. Online Contacts for Local Social Networks
(“Likers” of your Facebook Page)
3. Online Email Account

15. Why the Digital Camera?
Pictures make your Page
more inviting and interesting!
People like to see pictures of
themselves and others!
Photos give your Facebook posts more visibility in your Fans’ News Feeds.

16. Simple Tools for Sharing Photos and
Video on Your Facebook Page
Create Photo Albums from your
Facebook Page. Upload photos
directly from your camera to your
computer to your photo albums.
Write informative captions
and tag people in your photos.
Rotate your Portrait orientation
photos!
Edit your videos to around 2
minutes when possible. Maximum
video length should be 15 minutes
Upload your video to an
organization account on YouTube
Post the link to the video on your
Facebook Page. It will embed,
allowing viewers to watch the video
from their own Facebook News Feed.

17. Encourage people
to post Photos on
your Page!

18. Getting Started:
Organize Online Accounts
1. Start by creating an online organizational email account. This
simplifies the creation of all online accounts, e.g. Facebook,
YouTube, Constant Contact, Wordpress, and prevents confusion
when online accounts are associated with individuals within the
organization.
*Recommendations :
2. Use the same email address and password for all of your
online social media accounts.

19. Create Your Facebook Page

20. Do You Need a Personal Profile?
1. In most cases you should have a personal profile on Facebook.
a. For example, if you are a local employee of a state
organization, you can help social marketing by friending
and sharing content from the organizational Page on your
personal profile. When you Like, Comment, or Post on the
organizational Page, you spread the message through your
social network, and that’s what it’s all about!
2. Having a Personal Profile is fun and helps you network and
learn the Facebook ropes for a more effective Page.

21. Post Announcements and Other Information
Members and the Public Need to Know
Share Health Education and Awareness
Content from Online Sources such as CDC
Promote Local Resources and Events
for Health Improvement and Access
Interact with Others on Your Page;
Meet New People; and Strengthen both
Weak and Strong Ties
What Can I Do with A Facebook Page?

22. Invite selected people to Like the Page.
Start with your core group of Facebook contacts
until you get at least a full page of content.
Ask your core group to Suggest the Page to their
Friends and Share the Page Content on their Profile.
Create a Facebook Ad for your Page.
Share the “link love”. Add other Pages to
your Favorites. Tag people in your photos and
status posts. Share other people’s content on
your Page.
How Do I Get People to “Like” My
Facebook Page?

23. 1. Post Pictures and Videos.
2. Post Links to helpful content.
3. Ask your core group to visit the Page
often and Like, Comment, and Share
content on the Page.
4. Reply to new people who
comment. Thank them for visiting.
Engage. Interact.
How to Make the Page More Visible
Cracking the Facebook Code
by Thomas E. Weber

24. To get around the restriction on number of characters in
a Facebook Status post, attach a photo, video, or link to
the post. This will give you more space for your Status post.
Use Notes. The Notes feature allows you to format
a post with Bold Headings, Lists, and Image Inserts
rather than just straight text.
Use Static FBML. Create rich multimedia
boxes on your Facebook page.
Facebook Tips and Tricks

25. More Online Tools for
Social Marketing
Because Facebook Pages are public, many small organizations
will find that is all they need. But when Facebook isn’t enough,
consider:

26. Google sites are built on a WIKI format and are useful for sharing
resources and information. You can even upload documents to
share on your Google site.

27. Type the full address in Google Maps search box. Click the Link,
then copy and paste the URL for the address. Attach it as a Link in
your Facebook Page Status box!

28. The Left Column on
Sign into your organizational Google account, then MY MAPS.
Create Placemarkers for your organization or an event. Check the
Street View! Make it public to share on your Facebook page.

29. Tumblr is a site for posting short bites of updated news and resources
from your organization on a health topic.

30. Wordpress.com is a completely free blogging platform that
doesn’t require outside hosting.

31. Constant Contact lets you manage your email correspondence,
conduct online surveys, promote events, and more.

32. The Future is Now: Mobile
More Americans own mobile phones than landline phones or even computers. The
ubiquity of mobile devices makes them an ideal medium for health messaging and
promotion. CDC is exploring a number of ways to use mobile technology to promote
healthy and safe behaviors.
http://www.cdc.gov/healthmarketing/ehm/mobile.html