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Promotion: selecting communication channelsSOCIAL MARKETING MIX: STRATEGIES + SOLUTIONS
SOCIAL MARKETING FALL 2012
Prof. L. Suzanne Suggs, PhD & Marco Bardus, MAUniversità della Svizzera italiana
Fall 2012, Week 9
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10 STEP MARKETING PLAN
1. Describe the Plan Background, Purpose, and Focus2. Conduct a Situation Analysis3. Select Target Markets4. Set Objectives and Goals5. Identify the Competition and Target Market Barriers and Motivators
6. Craft a Desired Positioning7. Develop a Strategic Marketing Mix (4Ps)8. Outline a Plan for Monitoring and Evaluation9. Establish Budgets and Find Funding Sources10. Complete an Implementation Plan
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«The medium is the message»Marshall McLuhan (1964)
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McLuhan, M. (1964). Understanding Media: The Extensions of Man
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Some questions for today
What communication types?
What channels?
What time?
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Communication types
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Communication types (Chap. 14: 296-297)
Communication types
Mass media channels
Advertising
Publicity
Gov.t signage
Selective
Direct mail
Flyers, brochures, posters,
Internet
Personal
F2F meetings, presentations
Telephone conversations
Seminars, workshops,
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Traditional media channels
Direct Mail
Print• Displays• Magazines &
Newspapers• Other Print
Outdoor
Point of Purchase
Promotional Items
Radio
Television
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Traditional media channels overview (1)Direct Mailbrochures, generic letters, tailored letters, trial offers, kits, etc.
Displaysbillboards in train stations & around town, grocery stores, ads on buses
Magazines & Newspapersarticles, ads, editorials, news coverage, supplement, paid ad, unpaid/PSAs, etc.
Other Printbrochures, booklets, flyers, pay cheque stuffers, newsletters, comics/stories, newsletter articles/ads, other print ads (e.g., in comic book), etc.
Outdoorbillboards, LED signage, transit shelter ads, bus ads, streetcar ads, etc.
Source: www.thcu.ca
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Traditional media channels overview (2)Point of Purchasebrochures/other print materials, demonstrations, displays, posters, videos, audio recordings (e.g., in supermarket), health information kiosks, etc.
Promotional Itemshats, beer/wine coasters, condom wrappers, buttons, bags, pens, pencils, umbrellas, stress balls, etc.
Radiocommunity announcements, college radio station, podcasts, paid ads, unpaid PSAs, phone-in show, news coverage, guest speakers, editorials/commentaries, etc.
Televisioncommunity channel text ad/message, documentary/extendededucational piece, edutainment, news coverage, paid ad, unpaid PSA, etc.
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Non-traditional media channels
Mobile phones
Social media
Apps
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Non traditional media channelsPhonesSMS, MMS, direct calling with message, hotline (live), infoline (taped message)
Online digital environmentsocial networking sites, wiki, blog, vlogs, YouTube, Flickr, bulletin boards, e-mail, web sites, listservs, advertisements, etc.
Apps
All “new” stuff
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Other types of channelsInterpersonal channels
TrainingSpeechesPresentationsCoursesSchool lessons/curriculumPeer interaction/discussionFamily interaction/discussionInteraction/discussion with opinion
leadersCoaching/interaction with health care
providersCoaching/interaction with teachers
EventsConferencesContestsFairsFund-raisersRalliesAwards ceremoniesPartiesFestivals
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PR & the news media
Generating publicity is probably the more realistic approach for gaining visibility in the media. Media advocacy, lobbying, managing public affairs are also important.
Create news = newsworthiness (Wallack et al., 1993)breakthrough, controversy, injustice, irony, local peg, personal angle, celebrity, milestone, anniversary or seasonal
Build relationshipspersonal media contacts, pitching stories, preparing for interviews, selecting spokespeople and possibly celebrities (For more information, see Bonk, Griggs & Tynes, 1999).
Frame the issues => Agenda settingLugano, 15/11/2012
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News Media (cont’d)
Paid or unpaid public service advertising (PSA) (aka advertorials / infomercials)
=> a powerful means of communication
but expensive => can make it difficult to ensure ongoing exposure.
Media planning=> Media placement consultant or agency (it could be the same one that will be doing the creative development of messages) can help maximize your resources by selecting the right media with the optimal frequency and duration to reach your audience and achieve objectives.
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Web sites & digital environment: some hintsWeb sites are expected components of social marketing campaigns
The site should be well promoted
Be sure the site is attractive, user-friendly, accessible (navigation and fast download), interactiveHas to provide reasons for future visits and is consistent with all other campaign materials
Setting up a website using web 2.0 technology can give flexibility and ease later on
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Example: Combination of Channels for Healthy Living
The following mix of channels should be considered by organizations promoting healthy living:
Point-of-purchaseincluding labeling, stores, restaurants, cafeterias and facilities
Settings including schools, recreational and community facilities, workplaces and
health offices
Mass mediaincluding advertising, the Internet and media relations
Eventssuch as racesFrom www.phac-aspc.gc.ca/hl-vs-strat/ppt/francois_lagarde/summary_report.html#41
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Case studies
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LOVE LIFE STOP AIDSFEDERAL OFFICE FOR PUBLIC HEALTH (BAG)SWISS AIDS FOUNDATION
CASE STUDY 1
20Lugano, 15/11/2012
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Media Used
• Billboards• Print ads • Television• Radio• Movie theater commercials• Sporting events
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2008 WORLD AIDS DAYSOCIAL MEDIA CAMPAIGNNIDA (NATIONAL INSTITUTE ONDRUG ABUSE)AIDS.GOV - U.S. DEPARTMENT OF HEALTH & HUMAN SERVICES.
CASE STUDY 2
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Social Media Channels
• Official Website• Official Blog• Podcasts• RSS Feeds• Blogs (OT)• SNS• Locative Media• Pics/Videos• …conversations
Core ProductParticipate and speak up about AIDS
Actual ProductReduce HIV/AIDS
Augmented ProductsBadges, pics, videos, podcasts, blog posts, comments, etc.
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AIDS.gov official website
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Call to Action
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Today’s focus: social media
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Web 2.0 vs. Web 1.0
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Social media world
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Just a fad?
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The context
+400 million watch video online+350 million read blogs+300 million visit friend’s SNS profile
+600 million Facebook users59% adults wirelessly online through mobile phones
(Smith, 2010)
61% of American adults looks online for health information(Fox & Jones, 2009; Lenhart et al., 2010)
Primary sources: health professionals, friends or family
(Parker, 2009)}
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The concepts
Web 2.0 encompasses the idea of the Web as a platform, that harnesses collective intelligence through the sharing of information and data in a free, open-source way, providing a richer user experience
(O’Reilly, 2005)
Social media are the social aspects of Web 2.0 applications: participation, openness, conversation,community and connectedness.
(Mayfield, 2008)
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Mobile phones forhealth enhancement
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Self-tracking, self-monitoring
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Some examples of social marketing campaigns using social media
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Why social media forsocial marketing?
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The potential of social media
Increase the reach(Chou et al., 2009; Bennet & Glasgow; Evans, 2008; Uhrig et al.,2010)
Stimulate interpersonal communication about the campaign topic + generate larger behavior change
(Abroms & Maibach, 2008)
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How to track & measure social media?
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Monitoring conversations
• Blog Reactions– Technorati
http://technorati.com/search/World+AIDS+Day+2008?authority=a4&language=en
– Google Blog Searchhttp://blogsearch.google.com/blogsearch?hl=en&ie=UTF-8&q=World+AIDS+Day+2008&btnG=Search+Blogs
• Website Traffic/Links– Alexa.com
http://www.alexa.com/data/details/traffic_details/aids.gov
– Google.comhttp://www.google.ch/search?q=link%3A+aids.gov
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• Social media effectiveness
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WHAT ABOUT
BEHAVIOR CHANGE?
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Communication timingWhen and how much (exposure & frequency)?
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About exposure and frequency
Sufficiently frequent exposure in each of the channels
Exposure gained through frequency and multiple channels over time is an important success factor in most social marketing campaigns
This is because people vary in their timing and willingness to respond to a message (remember Diffusion of Innovations theory?)
“The more times it [the message] is made available, the more likely they [audiences] are to hear/see it when they are ready to attend to it” (Hornik, 2002)
Successful campaigns are not just a matter of the right messages delivered to the right audiences, but also a result of the right levels of frequency over time
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Choosing the right channelWhat vehicles?
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Choosing the right channel: some questions
Where and when?Which TV stations, radio programs, magazines, new media, etc.?
It depends on your campaign goals, promotion objectives, strengths and weaknesses of each option, TA profile, budgets and timing
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Factors to condider when planning a media strategy
#1: Campaign objectives & goals#2: Desired reach and frequency#3: Target Audience#4: Timing: “Be there just in time”#5: Timing: “Be there in the event of” #6: Integrated approach#7: Know (pros & cons of) media types#8: Budget, budget, budgetLugano, 15/11/2012
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Channel selection: some tips
a) Select channels that are relatively easy to access and choose the most efficient ones (i.e., the best channels for reaching the majority of your priority audience – see audience analysis)
b) Consider the (news) media if you are trying to reach a large number of people and if it is more cost-effective than trying to reach them one by one
c) Consider the behavior (one-time vs. repetitive/prompts)d) Select a combination of channels and specify when and
how often you will use themLugano, 15/11/2012
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Selecting a Combination of Channels: worksheet
57
Channels Approach or Materials
Timing Frequency
TraditionalMedia:
Personal & Interpersonal:
Special Events:
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Keys to success in channel selection
Reach your target audienceIntegration
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