next generation social marketing

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Post on 11-Aug-2014




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Using social media to promote health and social issues. From Nedra Weinreich's Social Marketing University.


  • Next Generation Social Marketing Photo: ocean.flynn
  • Social Media Jeopardy!
  • Her teenage angst about parents and boyfriend was watched by millions on YouTube until she was exposed as a hired actress
  • This word describing an online collaborative tool comes from the Hawaiian word meaning quick
  • You would be excited to be listed as one of someones top eight friends on this social networking site
  • This presidential candidate recently opened a virtual office in Second Life
  • The initials RSS stand for this tool used by blogs, news sites and people wanting to track their ego feed
  • The combination of these two ingredients started a trend on YouTube of videos showing the explosive results
  • Astroturfing and sock puppetry are two different methods of doing this online marketing no-no
  • The revelation about a forged document by this blog led to the downfall of Dan Rather
  • Web 1.0 is Static Centrally managed Slow to change Unidirectional Tech-heavy Photo: trixiebedlam
  • Web 1.0
  • What is Web 2.0?
  • The People Formerly Known as the Audience Photo: Arend Kuester
  • Photo: Waxy Poetic
  • The Internet is Part of Our Lives Pew Internet Survey - Dec. 2006 U.S. adults - 70% use it World - 17% use it 91% of internet users use e-mail 91% use search engines 67% get news 66% visit a government website 39% read blogs Photo: Kimi Iwasaki
  • Most Adults are Online 2000-2006 100% 85% 80% 80% 69% 60% 40% 31% 20% 0% Age 18-29 Age 30-49 Age 50-64 Age 65+ Pew Internet Project Surveys, 2000-2006
  • 93% of American teens are online Photo: Bdegan
  • Health & Social Issues Online 79% of internet users look for health/medical information online 58% go to a website that provides info/support for a specific medical condition or personal situation 54% look online for news or information about politics 30% look for religious/spiritual info Pew Internet Project Surveys 18% make a donation to a charity online Photo:WujekDobraRada
  • Media Shift Source: Blackfriars Marketing
  • The Death of the 30 Second Spot? Photo: you are your atman
  • Social Media Marketing SOCIAL MEDIA TO THE RESCUE! With apologies to XKCD
  • What can you do with social media? Communicate Collective Wisdom Connect Customization Collaborate/ Conversation Co-Create Community Collect/Categorize All leading to the big C -- CHANGE!
  • Communicate Blogs Podcasts Video Blogging Video Sharing Photo Sharing
  • Blogs
  • Podcasts
  • Video Blogging/Sharing
  • Photo Sharing
  • Connect Social networks Mobile text messaging Instant messaging/Twitter Skype
  • Social Networks
  • Mobile Text Messaging Smoking cessation Nutrition Fitness Medication reminders Disaster response Symptom checker Diabetes Photo: de.ef.ha
  • Collaborate/Co-Create Wikis Consumer-Generated Media Open Source Software Creative Commons Mash-ups
  • CGM
  • Open Sourcing
  • Collect/Categorize Tagging Social Bookmarking Search Engines
  • Tagging Photo: Beth Kanter
  • Collective Wisdom Ratings Sites Wikipedia Social News
  • Customization RSS Widgets Virtual Worlds/Avatars
  • Widgets
  • Custom Avatars
  • CDC in Second Life
  • Conversation Blog Comments/Responses Meme Trackers
  • Community Created by all of the above Fostered by common interests Built through conversations
  • How can these tools lead to change? Building awareness, spreading the word Providing social support and motivation Coordinating unified approach Involving those affected by the problem in creating the solution Helping people take action Customizing messages Humanizing the issue