This presentation was delivered May 16, 2012 at the Metropolitan Washington Public Health Association's Annual Conference. The theme for the conference was "Healthy Women, the Cornerstone of Strong Societies: Setting the Agenda for Women’s Health.” This presentation was part of the panel "Harnessing Social Media to Effectively Reach Women" which also included representatives from Text4Baby and the HHS Office on Women's Health.
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By Alexandra Bornkessel Social Strategist, IQ Solution
The Social Media Shift: Moving from Campaign to Cause
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
It’s the perfect time to bring women’s health center stage given that we’re in the midst of National Women’s Health Week. When I think of the intersection of women, health and technology such as social media—I am inspired by the opportunities that exist to help move women from awareness of a health issue to acting upon it—whether it be changing your diet, visiting the doctor or having a conversation with a loved one. Many of these new found opportunities are due to the emergence of social media, which in and of itself can be an empowering tool for people, organizations and communities. What we want to consider is: How can we evolve our health communications using social media to benefit women’s health?
By Alexandra Bornkessel Social Strategist, IQ Solution
The Problem: Starting with Technology
A technology first approach: • Disregards strategic planning
• Lacks community input
• Eats up resources
• Struggles in the long-term
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
In answering this question, many start with technology. If you’ve done this before then you can relate to this woman here. The problem with a technology-driven approach is that it disregards strategic planning, lacks community inputs, can quickly eat up your resources and struggles in the long-term. When we start with “We need a Facebook page” or “We need to blog,” you can quickly get into the “if we build it—they will come” mentality. How many of you have tried to launch a Twitter or Facebook community only to hear crickets? This is because successful use of social media is not about the technology.
By Alexandra Bornkessel Social Strategist, IQ Solution
The Solution: Starting with People
A people first approach: • Harvests leadership
• Develops relationships
• Encourages collaboration
• Co-creates solutions
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
It’s about people. A people-driven approach harvests leadership and is designed to develop relationships. It encourages collaboration and finds ways to co-create solutions with the community at large. People, empowered by social media, can help evolve a campaign into a cause… and causes work great on social media. …and you know who resonates with causes?
By Alexandra Bornkessel Social Strategist, IQ Solution
Women Like Causes
• 8 in 10 American women believe that supporting a cause creates a sense of purpose and meaning.
• More than half of Americans changed their behavior because of their cause involvement—women more so than men.
• 6 in 10 Americans would display support for a cause.
• African Americans are more likely to have visited a doctor or medical professional as a result of their involvement in causes.
Source: 2011 Dynamics of Cause Involvement Study
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
Women. 8 in 10 American women believe that supporting a cause creates a sense of purpose and meaning. Ogilvy PR partnered with Georgetown University in deploying the 2011 Dynamics of Cause Engagement Study: http://www.ogilvypr.com/en/practices/2011-dynamics-cause-engagement-study to look at how cause involvement impacts behavior change. They found that more than half of Americans changed their behavior because of cause involvement—women more so than men. They also found that women were more likely to support oriented causes like bullying and childhood obesity. They also found that 6 in 10 Americans would display support for a cause and that African Americans are more likely to have visited a doctor or medical professional as a result of their involvement in causes. Forrester Research also published a report in late 2011 that said if you want to make an impact, target the empowered woman—describing her as being 25-54 who feels that the Internet helps her manage family life; who is a highly influential household decision-maker amongst peers and tends to be more active online with more than half using social networking sites. Another study found that over half of online moms says social networks have influenced their opinion of health and wellness topics. So—why does this matter?
By Alexandra Bornkessel Social Strategist, IQ Solution
Social Media Works Well With Causes
Social media evolves our communications:
• By helping us connect with people and communities
• By expanding the ways people can take action and get involved
• By evolving our efforts from a campaign to a cause
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
…because social media works well with causes. When you add additional layers of data such as knowing that 80% of U.S. adults have looked for health information online, 20% or more own mobile devices and 10% have already downloaded a health app, you can see that a shift is occurring in how people are finding, using and sharing information. This demands that we too much shift our approach. I’m going to quickly highlight three ways social media can help us evolve our communications.
Social Media: A Tool To Connect
Messages
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
Campaign mindset of messages Highlight what a campaign can offer: evidence based, research-driven, integrated marketing approach, etc. (all good things) But when you approach it from the mindset of a movement or a cause—not only may that resonate with the community you want to reach and engage—but it can also give legs to your mission.
Social Media: A Tool To Connect
and People
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
Cause mindset of people Listening and learning
Social Media: A Tool for Engagement
Teaching
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
One-way
Social Media: A Tool for Engagement
and Learning
Presenter
Presentation Notes
Provide two-way flows of information collaborating
Cause mindset of it’s about US not THEM TALK WIT Co-creating
Social Media: Making Movements
Moving from Campaign to Cause
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
Cause mindset of it’s about US not THEM Part of the answer can be found in what is referred to as “online advocacy.” Online advocacy is a strategy that offers a number of ways for people to interact with, engage in and be empowered by your organization’s content, resources and tools. It can also be implemented in a way that helps move someone from initial awareness to action and becoming a champion of your issue. Elements of online advocacy can include: --pledges and commitments --create multiple touch points (offline and online tactics) --cause-based avatars --story sharing of text/video/images --self-expression/self-identity to make an emotional connection --empower supporters: sharing content on your behalf/inviting others to join; join advocacy group; ask to collaborate; ask for input; continuous feedback Online advocacy offers an opportunity for us to help move people from awareness to action.
Our Challenge Is To…
By Alexandra Bornkessel, M.A.
Presenter
Presentation Notes
Social media isn’t an extension of your campaign. It’s a tool to develop relationships that can integrated into the very core of what you are wanting to achieve. I challenge us—myself included—to continue to better understand this shift in thinking and to more fully recognize the opportunities social media offers in turning our campaigns into causes, supported by real people—bringing about real outcomes.
