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Just Another Website? Social Marketing Insights From the Trenches. Presented by: May Sagbakken, SSHS Program Manager and Brooke Tafoya, SSHS Coordinator. Overview. How can websites be used as a prevention tool The importance of developing the purpose and content for the website

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just another website social marketing insights from the trenches

Just Another Website?Social Marketing Insights From the Trenches

Presented by:

May Sagbakken, SSHS Program Manager

and

Brooke Tafoya, SSHS Coordinator

overview
Overview
  • How can websites be used as a prevention tool
  • The importance of developing the purpose and content for the website
  • How to make a social marketing campaign successful
introductions
Introductions
  • Name
  • Agency
  • What you hope to learn
  • Are you in the process of planning a social marketing campaign or website?
basics of social marketing
Basics of Social Marketing

“Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.” Kotler and Andreasen

  • What is the purpose of your campaign?
  • Who is your target audience?
  • What is your desired outcome?
    • What will be different at the end?
safe schools healthy students
Safe Schools Healthy Students

www.abqsafecshools.org

  • Purpose:
    • Make community resource information easily available
    • Communicate strategies that works
    • Tell the positive stories
    • Communicate SSHS goals, activities, partners and outcomes
  • Audience:
    • Parents, students, community agencies, funders
  • What will be different at the end:
    • A community which is better informed about resources
    • A community which is more informed about which strategies that are working well
    • A community where we feel more hopeful
    • Awareness of SSHS outcomes
developing a website
Developing a Website
  • Identify a web designer;
  • Use what you have:
    • Gather partner logos
    • Annual reports; brochures, pictures
    • Stories from the field/target population
  • Identify the gaps;
  • Work with partners to develop additional content;
  • Implement focus groups to obtain feedback on design and content;
  • Assess language needs.
promoting and launching the site
Promoting and Launching the Site
  • Think outside the box
    • What tools do you have at your disposal?
    • Who do you know that has the expertise?
    • What is hot?
    • Identify champions
how do you get people to the website
How do you get people to the WEBsite?
  • Content driven design
  • Technology, video, pictures
  • Watch the news
  • Integrate a social marketing campaign with the launch
community partners
Community Partners
  • Find the right people
    • Do they have knowledge about initiating social marketing campaigns?
    • Do they have interest and passion around your topic?
    • Have they worked with your target population before?
perceived barriers
Perceived Barriers
  • Cost: Not as much as you think
      • Web Designer ($800-$2000)
      • Journalist ($300 per story)
      • T-shirts, bracelets, stickers, cards
      • Free resources: expertise among board members and staff
      • Maintenance cost
challenges
Challenges
  • Challenges
    • Finding a web designer who can see your vision
    • Everyone getting on board
    • Developing the right content
    • Keeping the website up to date
    • Timing
    • Liability