Social Marketing: A Resource Guide from the Social Marketing National Excellence Collaborative doc

... marketing . Social marketing is consistent with what Turning Point is doing:collaboration between the program office and state andcommunity partners. from the Social Marketing National Excellence Collaborative First ... to the handout “Internal and External Factors that Determine BehaviorChange,” which can be found at the end of Section 1.AcknowledgementsThis Social Marketing Resource Guide was a collaborative ... Collaborative First in a series of Turning Pointresources on social marketing Social Marketing: A Resource Guide 1TurningPointCollaborating for a New Century in Public HealthSection 1. Social Marketing...

... www.pr‐squared.com9blogsis the equivalentofhandingoutyourBBQgoodies.ItcouldtakeYEARS,butsoonerorlateryourneighborswillcometorespect,expectandloveyourcontributions.Upforit?Awesome.Coverup the keyboard,layasideyourambitions,startreading,andjoin the fun.See, the CEOtookitprettywell,eh? The goodnewsisthat the sameadviceofferedtoyourCEOisjustasapplicabletoanyoneelsein the companywhomaybeupto the bloggingchallenge.Butwhataboutreachingouttoexternalbloggers?That’swhat MARKETING isallabout,right?BloggerRelations!Gettingsomevirtual“ink!”OK,sure,fine,yea–wecandothat.Buttherearesomerulesof the road.Thoseruleswillbediscussedin the pagesahead,butFIRST,doyourself the favorofmakingsurethatyour“BloggerRelations”programis a coordinatedone.Inlargecompanies,“outreachto the bloggers”mightmeandifferentthingstodifferentpeople,andyourun the riskof a verypublicembarrassmentifyouallowBloggerRelationsprogramstospringupwilly‐nilly.Itiscoolthatyou’rereadytoengageinBloggerRelations.Butareyousurethatnooneelsein the companyisn’talreadydoingit?Forexample,it’snothardatalltoimagine the ounceofnaivetérequiredfor a marketing managertoconsider a paidBloggerRelationscampaign.Theymightnoteventhinktocheck‐inwith the corporatePRdepartment–theymaygivesuch a campaignnomoreweightthaniftheywerecrafting a newpieceofdirectmail!To the unsophisticatedmarketerwho’sbeendoingCorporate Marketing for20years,this“bloggingstuff”maysimplyrepresent a newchanneltoexploit. ... If the newsrelayedin a newsreleaseissuperimportant,maybeconsiderusingNewsAdstodriverelevanttraffic? A littleSearchEngine Marketing neverhurts.Yourcontentmaybelively,butit’snotalive.Helpitalong.Evangelize.Unlessyourcompany/clientalreadypossesses a baseofrabid,highly‐networkedandvociferousfans,thensimplypublishing a pressreleasetoyourwebsiteand/orvia the newswiresisjustnotenoughtogetanyattention.Yourfabulouscontentwillliefallow. A corporateRSSfeedwithpaltrysubscribernumbersain’tgonnabring the fame.Whatabout Social MediaReleases?Idon’tsupposeIcouldwriteane‐bookabout Social Media Marketing withoutmentioningmy“baby,” the Social MediaRelease(SMR).Whatis a Social MediaRelease,inessence? A Social MediaReleaseconverts the 100‐yearoldtext‐heavypressreleaseinto a blogpost,withallof the coolfunctionsof a blog–includingmultimedia, the abilitytocommentandaggregateinboundlinks,etc.SMRscanpower a directconversationwithstakeholdersaboutyournews,andgivethem the contentelementstocarryyourmessageforwardontheirown.Cool,right?Buthere’s a radicalsuggestion:don’tputany Social MediaReleasesoutover the newswires.WhileIsincerelyapplaudhowfar the wireservices(BusinessWire,Marketwire,PRNewswire,etal.)haveprogressedinall‐things‐ social, Iamunconvincedthat“distribution”is the BigIssuefor Social MediaReleaseadoption. The powerof the Social MediaReleaseisnotaboutdistribution,it’saboutempowermentandconversation. ...  Social MediaReleasev1.0 Social MediaReleasev1.5www.pr‐squared.com22www.pr‐squared.com23SoIrecommendyouputout a well‐written“traditional”releaseover the wires,with a built‐inlinkto the social mediaversion”at the company’sonlinenewsroom.Thusyoucanbypass the wireservices’outsizedSMRfeeswithoutgivingupontheirdistributionplatform.Todothis,however,youfirstneedtocreate a Social MediaNewsroom,using a bloggingengine. The social mediaversionof a pressrelease,postedto a social medianewsroom,canallowforeverything from rippablemultimedia(video,audio,graphics,etc.)tomoderatedcomments.Additionally,witheachnewsitempostedas a blogentry,youcanaggregateallconversationalelementsaboutthatnewsinonespot,viatrackbacksandother social mediatrackingtools.Thisapproachoffers the addedbenefitsofbeing a lotlessexpensive;maintainingfullcontrolofbrandidentity;andturnsyournewsroom’s“version”of the releaseinto the trulyofficialversion.Withsomuchpotentialactivityhappeningaroundeachrelease,it’smorelikelythatanyonewhowritesaboutyournewsonlinewilllinkdirectlyto the newsroom,versuslinkingto the heretofore“official”releasethatcomes from the professionalnewswires.ThisboostsSEO.(Infact,youmightalsoconsideranAdWordscampaigntodriveadditionalwebtrafficdirectlytoyourmostimportantnewsreleases.)Socializednews,socializedcontent.It’sjustsomuchmorefriendly!Needexamples?Hereare Social MediaNewsrooms from GeneralMotorsEurope,Cisco,Ford,Electrolux(andSHIFT)!www.pr‐squared.com24Edgework. The scarystuff.WhatdoImeanby“edgework?”“Edgework”is a fancynamefordirectinteractionwithend‐users.Thisisrisky.Proceedatyourownrisk.Yourmileagemayvary.“Traditional”PR /marketing prostendtodealwith a narrowbandofprofessionalinfluencers(i.e., the mainstreammediaand the better‐knownbloggers)‐withwhomthereareunstatedbutwell‐known“rulesofengagement.”Operatinginthismedia‐filteredworldislikeworkingat a zoo.Follow the rulesandyou’llbeokay;butpoke the bearandyoucouldloseanarm.But“edgework,”directcontactwith the people,”carriesall the risksyou’dexpect.You’rein the junglewhere the WildThingsAre.Inthisrealmyoutreadlightlyandleaveyourbigstickathome.Thisisaboutsubtlety.For the purposesofthise‐book,we’lltalkaboutthe...

... on the indi-vidual and their particular take on the world around them. This is the first time that we have each had our own capac-ity to broadcast our ideas on a global scale in this way and ... and the easy access to ideas that it enabled, fuelled the Reformation in Europe and this was driven by the desire to be able to read the Bible in languages other than the official Latin. The ... politician or someone in a corporate setting to really be authentic. But I am hopeful. There are enough examples already where people have managed to tread that line. Managed to be real, to have a...

... Lessons From the Social Media WorldForumIf you go to as many social media conferences as I do, sometimes it is difficult to separate the wheat from the chaff. At least t hat's the excuse I'm ... socialmediat oday.comhttp://socialmediatoday.com/dneisser/1092601/6-lessons -social- media-world-forum?utm_source=feedburner&utm_medium=email&utm_campaign =Social+ Media+Today+(all+posts)6 ... creat ionphase. Brands should leverage natural user behavior by building social sharing into products andproviding seamless social activit y around their brands online. The consensus was that...

... about the timing of likely savings and payments. Ideally, Social Impact Bond contracts would be developed in a way that ensures that cashable savings and payments fall in the same nancial year. ... any changes to each year’s provisions balance arising from Social Impact Bond contracts in their revenue budgets for the years where payment is expected; and SOCIAL FINANCE 25 A Technical Guide ... unacceptable, such as paying people to change their behaviour. Where these are known at the outset the contract should specically exclude these approaches.There may also be a case for enabling...

... social media to create brand awareness, and if so, how these advantages are built up. Research question 4: What disadvantages are there in using social media to create brand awareness? Aaker ... that social media can be very valuable for creating long term relations and for building brand awareness. There are a variety of social media activities that can be initiated to build brand awareness ... and branding, and means that rather than broadcasting messages to audiences and target groups, in the era of social 10web that we live in today, branding and marketing is about participating...

... over the scaleplant, then they are taking a larger financial risk - particularly if they have n the animals are handled on their way to the plant and how much shrinkage takes place in the interim. ... fatheir animals and assign a market coordinator to insure that all animals available for pick-up at a centralized point meet the market’s criteria. At certain times of the year when sepeaks, ... point and views the animals live, then they usually pay a live weight price based on the animals live appearance and weight and the farmer’s obligations end there. The buyer may request that the...

... camaraderie is the key. Form a study group with students who are at the same level as you are. In this way you can work together and learn the material 8together, and take advantage of comparative ... examinations, qualifier examinations, among others. The names vary from program to program. 11pass the examinations. If you do, you can jump on to new, more advanced classes and devote all ... when specializing in a particular field of economics, it is usually the case that more specialization in mathematics is also needed. In a nutshell, we say that the more mathematics, the better;...

... What is the level of the position that manages the day to day aspects of your unit’s social media activities? Specialist, coordinator or administrative assistant 34% Associate, assistant ... unit manages all of our social media activities, without any input from us 3% Another unit manages all of our social media activities, with input from us 12% We handle our own social media activities, ... answer include:  How do professionals in education incorporate social media into their marketing and communication strategies, initiatives, and campaigns?  What are their goals for social...