Exploring the Benefit of Social Marketing through Organizational and Programs

BrandingSTD/HIV Social Marketing Coordinator – Randi Sylve

What is Social Marketing?

The use of commercial marketing techniques to promote behavior change and achieve a social goal for the benefit of a

person or community.

Social Goal

Reduce HIV StigmaDispel myths about STD/HIVIncrease shared knowledge

Promoted Behavior Change

Increased Condom UsageIncreased HIV CTR AccessIncreased Medication Adherence

What is Social Media?

The use of websites, mobile applications, and electronic tools for the purpose of sharing information and discussing experiences during

social networking, or while engaging in an online community.

Social Media is used to drive the behavior change message or engage

others to participate in the social goal.

Who uses Social Media?

All demographics!

Larger Groups

Male Female

Low EducationOlder Populations

Leaders

Target Population

African-American MSMAfrican-American Females

Unemployed YouthFormerly Incarcerated

Directors of CBO’s

Let’s take it a step further ….

Global consumers of all ages Black Female Concert Seminar Attendees

What is a brand?

A brand is a design, name, term, or symbol, or a combination of such intended to identify the goods and services of a seller. It is intended to leave a lasting impression on clients, consumers, and prospects.

Starbucks uses a combination of branding techniques in its logo, but even without the text; the logo is still known for its Mermaid and circular coin shape. The Starbucks brand is easily recognized around the world and draws in larger groups, but the Oprah co-branded Chai tea is intended to narrow down the consumers to specific population.

Back to the basics

The use of Social Marketing and Branding is not as frightening as it may seem.

Just remember the basics of information gathering …

The Five W’s and One H

WHO is of your target population?

Knowing your population will help you and your organization to tailor, refine, and disseminate appropriate messages to your audience. A member of your target population may fall within various subgroups.

i.e. An African-American transgender female that does not frequent clubs or bars, but uses Facebook to play casino games and exchange vacation pictures while shoe shopping. (Gaming, Travel, Shopping)

The Five W’s and One H

WHAT is your message and desired behavioral outcome?

Your message should consistent and speak to your CBO’s service options, programs menu, and target audience interest relative to your organization’s mission and vision. Your message should ALWAYS include the benefit of participation!

CTR is a benefit for a potential client. Incentives are an ADDED benefit.

The Five W’s and One H

WHERE does your population hang out?

Knowing which outlets your population frequents will help you identify and refine strategies for engagement and recruitment. Also, knowing this will help you align your CBO with interests of the community and retain members of your target population.

Posting: Myspace → Facebook →Twitter Video: Youtube → Instagram → Vine Music: Pandora → Spotify → iTunes Radio

The Five W’s and One H

WHEN is your target population available?

Knowing when your population is around will determine ideal times for delivering your message and how. Are they online or at venues?

Using social media management sites (i.e. Hootsuite, SocialOomph) can be helpful in reaching your audience during non-traditional hours. These sites can post text, pictures, and video.

The Five W’s and One H

WHY is this important?

The importance of your message should bring you back to the original concept of Social Marketing - “to

promote behavior change and achieve a social goal for the benefit of a person or community.”

The Five W’s and One H

HOW do I reach my population?

Your population can be engaged through a series of Social Marketing & Branding strategies that promote your programs and services!

Hashtags (#Love, #TagsForLikes, #Food, #Follow, #PicOfTheDay, #TBT)Audio/Video engagement (Instagram, Facebook, Vine, Youtube)

Print Media (posters, flyers, palm cards, condom packet inserts, etc:)In-person encounters (community activities and events)

Fan Page (Business)

• Allows businesses to showcase work and interact with fans• Unlimited number of fans• Private messages to fans — but only

after the fan has sent the first message• Access to stats on posts, fans & fan

demographics, etc.

Profile Page (Friend)

• Allows people to connect and interact with friends and followers

• Max of 5000 friends and an unlimited number of followers

• Unlimited private messages to friends• No access to stats on posts, friends &

friend demographics, etc.

Accessing your stats

Your Fans

Who’s Online?

Of 1,280 fans, 510 (40%) are online at our highest peak time (8pm) and 81 (7%) at the lowest peak time (3am)

Questions?

Mr. Randi SylveSTD/HIV Social Marketing CoordinatorLA OPH STD/HIV Program Department of Health & Hospitals

Phone: (504) 568-7474Email: randi.sylve@la.gov

/HIV411.org