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Social Marketing 2.0

Keynote address at the 2nd World Non-Profit and Social Marketing Conference, Dublin, Ireland 2011
by

Jay Bernhardt

on 21 May 2011

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Transcript of Social Marketing 2.0

Social Marketing 2.0 The Power of Place Jay Bernhardt, PhD, MPH @jaybernhardt Are you 1.0 or 2.0? What is 2.0? Why 2.0? What is Place? Social Marketing & Place 2.0 Are you 0.0? Creating Sharing Collaborating "Build applications that harness network effects to
get better the more people use them" - Tim O’Reilly “If you want to make a correct decision or solve a problem, large groups of people are smarter than a few experts.” - James Surowiecki Social Marketing 2.0 The systematic application of interactive marketing principles and techniques that harness audience participation to deliver value and achieve specific behavioral goals for a social good. - Adapted from National Social Marketing Centre+ Kotler, Lee, Rothschild + Tim O’Reilly Marketing 2.0 - Rust et al., 2009, HBR Authentic marketing is not the art of selling what you make but knowing what to make. - Philip Kotler Increased & Sustained Reach Deeper Audience Relevance,
Involvement, & Engagement Scalable & Affordable Facilitates Measurement & Program Evaluation Reach
Relevance
Involvement
Engagement
Scalable
Affordable
Measurable More Effective Programs Social Marketing 2.0 The right product, in the right place, at the right time, at the right price. - Dennis Adcock Effective Marketing (The Neglected P) aka Distribution, Channels, Networks, Logistics The way a product reaches a consumer. -Weinreich NOT: Where your organization is located Commercial Marketing > Social Marketing Intermediaries add value! Social Marketing 2.0 can improve DTC Customer centered
Lower Cost
Greater margin Ideal Place = Where Your Customers Are Social Network Data Geo-Location Tools “Always enter the conversation already taking place in the customer’s mind.” – Robert Collier “The two most important requirements for success are: first, being at the right place at the right time, and second, doing something about it.” - Ray Kroc Data Integration & Innovation "Web 3.0 (and) massive (data-driven) innovation will happen that will transform our lives." - Reid Hoffman Professor & Chair, Health Education & Behavior,
Health & Human Performance, University of Florida, USA President, Digital Health Impact, Inc. Internet Use by Age, 2000-2010 Socal Media Use by Age, 2005-2010 Global Broadband Divide Mobile Use by Country SMS triples from 2007-2010 Director, Center for Digital Health and Wellness Health 2.0 “The use of a specific set of (Web 2.0) tools by actors in health care including doctors, patients, and (healthcare professionals), using principles of open source and generation of content by users, and the power of networks in order to personalize health care, collaborate, and promote health education.” - Hughes et al., 2008, JMIR outstandingmuslimah.wordpress.com sodahead.com mashable.com andyross.net data.gov & open.gov Thank you jaybernhardt@ufl.edu
jaybernhardt.com
@jaybernhardt Acknowlegements Amanda Hall, University of Florida
Darren Mays, Georgetown University
James Weaver, US CDC
Matt Kreuter, Washington University
Craig LeFebvre, socialShift & RTI Intl.
Dana Lewis, Swedish Hospital
Tim O'Reilly, O'Reilly Media
Pew Internet & American Life Project
ITU World Telecommunication
Department of Health Education & Behavior, Center for Digital Health & Wellness, College of Health & Human Performance, University of Florida p.s. This presentation was made using Prezi.com
Full transcript