Real Warriors Campaign: Using Social Media and Partnerships to Drive Results for Health Communications
August 9, 2011National Conference on Health Communication, Marketing, and Media
Jill HerzogSenior [email protected]
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Agenda
What is social marketing?
Real Warriors Campaign
The power of partnerships
The reach of social media
Defining and proving success
Learn more
Presenting now @ #hcmm11: How @realwarriors uses #socialmarketing to address the stigma of seeking #mentalhealth care #hcsm
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Presenting now @ #hcmmconf: How @realwarriors uses #socialmarketing to address the stigma of seeking #mentalhealth care #hcsm
For those of you on Twitter, we’ve included “tweetable moments” for you to tweet today. The tweets include key take-aways from our presentation. The tweets also include the conference hashtag, so others who could not join us can learn about today’s session.
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What is social marketing?
Social marketing is the use of commercial marketing techniques grounded by behavioral science to promote the adoption of a behavior that will improve the health or well-being of a stakeholder group or of society as a whole.
Social Marketing is not…A social or behavior change strategyMost effective when it activates people Targeted Based on research of target audience
perceptions, and beliefs Fully Integrated
Just advertisingA clever slogan or messaging strategyAn image or branding campaignDone in a vacuumA quick process
Social Marketing is…
Social marketing is deliberately tied to a specific behavior. It’s about what people do – not what they know. -@BoozAllen #hcmmconf
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Social marketers use 4 extra P’s to change behavior
Publics: External and internal groups that have a vested interest in the desired change
Partnerships: Engaging credible like-minded groups, associations, and government agencies to extend resources
Policy: Procedures and guidelines set up to sustain and motivate behavior change
Purse Strings: Funds provided by other sources such as foundation and government grants, donations, and individual gifts
In social marketing, we have to think like marketers. We have our own 4P’s too #hcmmconf
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Social marketing is grounded in behavior change theories. The NCI health communications model is one framework you can use.
Stage 1: Planning and Strategy Development
Stage 2: Developing and Pretesting Concepts, Messages and Materials
Stage 3: Implementing the Program
Stage 4: Assessing Effectiveness and Making Refinements
Source: National Cancer Institute: Making Health Communications Work
http://www.cancer.gov/pinkbook
To plan a #socialmarketing campaign, you can use @theNCI #healthcomm model #hcmmconf
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Booz Allen developed the Real Warriors Campaign which launched in May 2009
The Real Warriors Campaign is a social marketing campaign based on behavior change theories and designed to combat the stigma associated with seeking psychological health treatmentand encourage service members to get appropriate treatment.
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Real Warriors Campaign goals
Create awareness about available resources for mental health care treatment among service members, their families, their commanders and the public at large
Create understanding regarding the obstacles service members feel prevent them from seeking treatment for PH and TBI issues
Create investment in the concepts of resilience, early intervention and the roles they play in successful treatment, recovery and reintegration
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Target Audience Findings
They want proof. Personal examples of service members who have received treatment and are maintaining a successful military career.
They want success, either in their military career or post-service.
They want to see themselves. Represent a variety of services, ranks (enlisted and officers) and age as well as both active duty and Guard and Reserve.
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Real Warriors Campaign social marketing mix
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Real Warriors Campaign PSA – Major Jeff Hall
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The power of partnerships
Partnership program• We partner with more than 155 partner organizations in the greater PH community
that support the campaign’s mission• Our partner program helps us build awareness, disseminate materials and
information, and spread campaign messages• Partners support the campaign by distributing campaign materials at trainings,
seminars and military installations worldwide, and sharing resources in their social media channels
Benefits of partnership program:• Reached more than 5.7 million individuals through 142 campaign announcements
in partners’ blogs and newsletters • Distributed more than 86,000 campaign materials at partners’ conferences,
seminars and events• Reached more than 875,000 individuals through partners’ social media channels
@realwarriors partners with more than 155 organizations to reach audiences and build awareness #hcmmconf
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The reach of social media
The campaign’s Facebook/Twitter accounts reach nearly 25,000 individuals
Facebook has sent more visitors to www.realwarriors.net than any other site
Through targeted Facebook advertising to OEF/OIF service members, we increased our fan base by 550% or about 16,000 fans. Now, 81% of our Facebook fans are users who self-identify as service members.
Anecdotally, we’ve seen our Facebook Page grow into a supportive and positive community for returning/deploying warriors
Your social media channels are a destination. What will it take to keep them coming back? #hcmmconf
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Facebook FansUnited States 15,347Philippines 921Germany 504Italy 437Iraq 429
Twitter Followers
Is social media achieving your objectives? Are you driving discussions? Are you reaching target markets?
Every day, audiences post and share campaign content. Over time, it’s an upward trend.
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Defining and proving success
• Visits to the website • Number of subscribers to listserv• Interactions in social media• Clicks on Facebook ads• Calls to the toll-free phone number• Number of emails received and responded to• Amount of donated media• Requests for and number of materials distributed/downloaded• Number of partners• Partner engagement (e.g., linking to website)• Qualitative feedback from target audiences and key stakeholders• Impact across tasks
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What’s next for the campaign?
Mobile site offers 24/7 access to videos, articles and Live Chat (i.e. instant message with a trained health professional)
New Real Warrior video profiles, PSAs and podcasts
Blogger outreach
Ongoing social media outreach to returning and deploying units
New articles that roll out from our six-month content plan
Visit m.realwarriors.net on your smartphone to watch @realwarriors videos and order free materials #hcmmconf
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www.realwarriors.net
Partnership inquiries: [email protected]
facebook.com/realwarriors
twitter.com/realwarriors
Social Marketing Resources
Journals: Social Marketing Quarterly
Texts:– Making Health Communications Work (The Pink Book). NIH http://www.cancer.gov/pinkbook– Marketing in the Public Sector: A Roadmap for Improved Performance. Philip Kotler and Nancy
Lee, Wharton School Publishing, 2006– Social Marketing: Influencing Behaviors for Good. Philip Kotler and Nancy Lee, Sage, 2008
Blogs and list servs:– http://socialmarketing.blogs.com– [email protected]
Learn more about the Real Warriors Campaign
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Questions?
For a blog post summarizing today’s talk,snap this QR code on your smartphone
or visit www.thehealthdigital.com.
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