Real Warriors Campaign: Using Social Media and Partnerships to Drive Results for Health...

8/6/2019 Real Warriors Campaign: Using Social Media and Partnerships to Drive Results for Health Communications #hcmmconf 2011

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Real Warriors Campaign: Using SocialMedia and Partnerships to DriveResults for Health Communications

August 9, 2011

National Conference on Health Communication, Marketing, and Media

Jill Herzog

Senior Associate

[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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Tweet this talk!

Presenting now @ #hcmmconf: How @realwarriors uses

#socialmarketing to address the stigma of seeking

#mentalhealth care #hcsm

For those of you on Twitter, weve included tweetablemoments 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 todays 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 behaviorthat 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 strategy

Most effective when it activates people

Targeted

Based on research of target audience

perceptions, and beliefs

Fully Integrated

Just advertising

A clever slogan or messaging strategy

An image or branding campaign

Done in a vacuum

A quick process

Social Marketing is

Social marketing is deliberately tied to a specific

behavior. Its about what people do not what they know.

-@BoozAllen #hcmmconf


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Social marketers use 4 extra Ps 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 4Ps 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 whichlaunched 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 treatment

and 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 andreintegration


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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
http://www.realwarriors.net/multimedia/profiles/hall.php


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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 campaigns 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 campaigns 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 16,000fans. Now, 81% of our Facebook fans are

users who self-identify as service members.

Anecdotally, weve 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 Fans

United States 15,347Philippines 921

Germany 504

Italy 437

Iraq 429

Twitter Followers

Is social media achieving your objectives? Are you drivingdiscussions? Are you reaching target markets?

Every day, audiences post and share

campaign content. Over time, its 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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Whats 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 Warriorvideo profiles,

PSAs and podcasts

Bloggeroutreach

Ongoing social media outreach to

returning and deploying units

New articles that roll out from oursix-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 todays talk,

snap this QR code on your smartphone

or visit www.thehealthdigital.com.

Real Warriors Campaign: Using Social Media and Partnerships to Drive Results for Health...

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