Best Rate (Hyderabad) Call Girls Jahanuma â 8250192130 â High Class Call Girl...
Â
Social marketing and social media for social change
1. Social Marketing and Social Media for Social Change Jay M. Bernhardt, PhD, MPH Office of the Associate Director for Communication Centers for Disease Control and Prevention Twitter: @jaybernhardt This talk reflects the opinions of the author and does not necessary reflect the official positions of the Centers for Disease Control and Prevention or the US Department of Health and Human Services.
2. Social Marketing & Social Media Social marketing: the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good focus on the audience; customer-centered model Social media: a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content Definition Sources: http://www.wikipedia.com; Kaplan & Haenlein (2010)
4. Use Multiple Levels and Channels Traditional Media: higherreach & cost, lower engagement Social Media:lower cost & targeted reach, deeper engagement
5. Marketing and Distribution: Place Matters Coca-Cola should always be âwithin an armâs reach of desire.â â Robert Woodruff Source: Coca-cola website image library
6. Use Social Marketing & Social Media To provide evidence-based health information, products, and interventions when, where, and how people need them to inform healthy decisions and to inspire them to take actions. Increasing Reach, Relevance & Impact âHealth within an armâs reach of needâ
12. Health message testing and user evaluationNOTE: After subscribing, users are asked to respond to three optional questions: gender, age, and zip code. This information enables CDC to better segment subscribers and send relevant, targeted health messages.
16. Behavioral Intentions How likely are you to use any of the information in text messages to improve your health? How likely are you to recommend CDC's text messaging pilot to a friend?
17. Overall Reactions Selected Qualitative Feedback âI love the text messages. Well written, timely and helpful. Like the little tips and info that you don't always think about.â âI think it is very helpful to most people. it helps people find out things they didn't know.â âI think it's a great way to disseminate reliable information from a trusted authority.â âThe messages aren't really targeted to me. They seemed to be things that don't matter to me or things I already know.â âIt would be nice to be able to sign up for messages on specific issue areas so I'm not getting information about things that don't concern me (e.g. I am past my childbearing years). BUT, I do think it is a good idea to proactively put information in front of me that I might not otherwise seek out.â âI hate the usage of texting shortcuts like "UR" for your, etc. I know UR trying to appeal to a young, hip audience, but to me it's a real turnoff.â
22. writes 25 comments on Facebook content each month
23. member of 12 groups55,000 fans since CDC Facebook page launched May 1st Source: http://www.facebook.com (Jan. 2010)
24. Facebook Users by Country Top Ten Countries for Fans of CDC on Facebook United States Indonesia Philippines Turkey Venezuela Colombia Argentina Chile Macedonia Tunisa Source: www.facebook.com/CDC
26. CDC Facebook Users by Sex 55% of all CDC Facebook Fans are Male For Active Fans, 64% are Female
27. CDC Facebook Users by Age 62% of CDC Facebook Fans are 13-24. For Active Fans, 69% are 18-44. Source: www.facebook.com/CDC This is much younger than the age of CDC.gov users. Source: American Customer Satisfaction Survey (ACSI)
36. Social Marketing & Social Media CDC Goal: Provide information to our target audiences when, where, and how they want and need it to inform healthy and safe decisions Provide information where people are Provide information that is highly relevant Encourage people to interact with the information Encourage people to share the information
38. Thank you Jay M. Bernhardt, PhD, MPH Email: jbernhardt@cdc.gov Blog: jaybernhardt.com Twitter: twitter.com/jaybernhardt Slides: slideshare.net/jaybernhardt Metrics: cdc.gov/metrics Social Media: cdc.gov/SocialMedia Image Source: South Park at http://comedycentral.com
Hinweis der Redaktion
Online video sharing is a popular and powerful activity for exchanging information. Anyone with Internet access can upload, share, view and comment on video footage, and this new ability to participate in video sharing is becoming immensely popular. Using video-sharing sites to disseminate tailored health education and health communication messages helps provide an engaging experience for consumers to view and create health and safety information. With people watching over 100 million clips a day, these online video sources can be a powerful mechanism to assist CDC in distributing current and accurate science and health messages. Online Video at CDCCDC encourages the strategic use of online video-sharing sites to effectively and inexpensively reach individuals with personalized and targeted health information. CDC not only participates in YouTube, the most popular video-sharing Web site, it also develops and hosts short consumer-friendly videos on the CDC-TV Web site.