COMMUNICATIONS PLANNING AND MARKETING STRATEGIES Michelle Samplin-Salgado June 13, 2016

OBJECTIVES 1. Identify strategies to understand your audiences.

OBJECTIVES 2 Explore communication strategies to help inspire support and enthusiasm for your program.

OBJECTIVES 3 Learn basic skills to develop, implement, and evaluate a communications strategy using social media.

WHAT IS SOCIAL MARKETING? Use of commercial marketing principals and techniques to promote an adoption of a behavior that will improve health or well-being of a target audience or society as a whole. Social Marketing: Influencing Behaviors for Good Phil Kotler & Nancy Lee

SEGMENT YOUR AUDIENCE One size does not fit all.

THE 4 P’S: PRODUCT What are we offering and what are the benefits?

• Effort • Old habits • Emotional costs • $$$ • Time

THE 4 P’S: PRICE What does it cost to change the behavior?

THE 4 P’S: PLACE Where is the behavior available?

THE 4 P’S: PROMOTION How will you communicate all there things?

• Advertising • Media relations • Events • Personal selling • Entertainment • Direct Mail • Social media

Target In order to help this specific target audience: Audience

Behavior Chance

Do this specific behavior

Exchange/Benefits

We will offer these benefits the audience wants

Strategy And lower these barriers; Address the 4 Ps

PUTTING IT TOGETHER A tool to help you develop your campaign.

A FEW WORDS ABOUT COMPETITION Remember, your target audience can:

1. Go somewhere else 2. Do something else 3. Maintain the current behavior.

A FEW (MORE) WORDS ABOUT COMPETITION Modify our “product” to make the competing product/behavior:

1. Less attractive 2. Less available 3. More costly

TELEPHONE vs. MEGAPHONE

Here’s the secret: People don’t just want to consume information. They want to be involved.

KEEP MOVING

“If you can't fly then run, if you can't run then walk, if you can't walk then crawl, but whatever you do you have to keep moving forward.” - Martin Luther King, Jr.

WHAT ABOUT YOU? Where are you now? • Is your organization at crawl, walk, run, or fly with

communications? social media? • What do you need to do to improve?

POST Approach to communications and social media

PEOPLE Who are you trying to reach? How are they using social media? If you don’t know, how can you find out?

PEOPLE Mom’s online

PEOPLE Facebook still tops the list

PEOPLE Online Social Support

PEOPLE Understand Your Audiences

TAKE 5 Pick one audience. Be specific.

OBJECTIVES What do you want to accomplish? • What are you trying to communicate? • Do your objectives differ by audience? • How will you measure the success?

STRATEGY How will you accomplish this? • What are your resources? • Who is doing the work? • How do you make it

sustainable?

Maturity of Practice: Network Nonprofits

Source: Measuring Networked Nonprofit

ENGAGE How will we engage? • Who is empowered to engage? • Who will you engage with? • What is the goal of engaging? • How will you address positive/negative/neutral comments?

TECHNOLOGY The tools

What tools best support your objectives and audiences’ needs?

Maturity of Practice: Network Nonprofits

Source: Measuring Networked Nonprofit

LISTEN How will we listen? • Who will you listen to? • What will you listen about? • How will you share what you learn? • How will you use what you learn?

Maturity of Practice: Network Nonprofits

Source: Measuring Networked Nonprofit

LISTEN… to stories, like Humans of New York

Maturity of Practice: Network Nonprofits

Source: Measuring Networked Nonprofit

LISTEN… watch videos like Chocolate Milk Documentary

CREATE What we will create?? • What content will you use? • How often will you post? • What skills do you have? • What skills do you need?

TAKE 10 Your very own POST

Different social sites can help us reach and accomplish different objectives, depending on our strategy.

TELLING YOUR STORY One platform at a time.

Biggest opportunity to meet the most people with super advanced (and ever growing) targeting).

FACEBOOK Biggest in the world.

On Facebook, people share interests and opinions, and they’re more likely to like, comment on and share posts that

reflect their own perspective.

FACEBOOK When was the last time…

• Overly formal language can feel out of place. • Think about how you’d write it to a friend. • Posts that evoke emotion often stand out in News Feed. • Inspiring, solutions-oriented messages are often the most engaging.

FACEBOOK Find your voice

• Share relevant personal stories • Be honest about the ups and downs; celebrate successes and reflect on setbacks • Post on-the-ground stories from the field or photos of events • Post behind-the-scenes photos and videos of your team at work • Have a dialogue with supporters by asking for feedback.

FACEBOOK Be authentic Many people view

Facebook on a mobile phone, so always consider what your post will look like on a small screen.

FACEBOOK Be visual.

Visuals can personalize your organization and the people you serve. You can add images to a post, an album or share directly from Instagram.

FACEBOOK Video Videos are 7 times more engaging that other types of posts. They start automatically make the first 3-5 seconds especially compelling.

FACEBOOK Infographics Infographics can communicate data and complex ideas. They make info easy to digest and appealing to share.

FACEBOOK Links By adding a link, it creates an image and large clickable area that sends people to the linked website. This instantly makes a posts more visual

INSTAGRAM Balance consistency + quality . Post regularly enough that your followers remember they’re following you. But, your photos need to be compelling.

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INSTAGRAM Tell a story. A picture is worth a thousand words. Use the caption to tell the part of the story a visitor would never know from looking at the picture.

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INSTAGRAM Call your visitors to action. Instagram doesn’t allow you to put active links directly in your captions, but that shouldn’t stop you from including a call to action.

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TWITTER Give your followers useful, interesting, retweetable content

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TWITTER Always include links in your tweets.

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TWITTER Curate good content through retweets

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TWITTER Follow the trends. Use one of the trending topics and the rationale behind it.

TWITTER Don’t use #too #many #hashtags.

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Use hashtags strategically to mention important causes, campaigns, and events .

POSITIVE SPIN Storytelling across the HIV Care Continuum.

A positive spin

• Show video

OUR AMPLIFIERS

I found the courage to share Positive Spin with coworkers. In that, a coworker disclosed his status to me and said I was the only person he could talk to. – URIAH

VALUE TO THE STORYTELLER

PSA: Have a Policy Better safe than sorry. • Oversight, notifications, and legal implications • Guidelines • Identity and transparency • Responsibility • Confidentiality • Judgment and common sense • Brand and Voice • Dos and Don’ts for Personal Use

canva.com

1. Think about your resources, capacity and timeline 2. Be realistic (and be real) 3. Formalize an initial strategy 4. Develop a monitoring and evaluation plan 5. Listen, learn, adapt!

WHAT’S NEXT

Questions? Comments? Concerns?