Transcript Lesson 3 - WordPress.com

Lesson 3:
Media Workshop
Theory
Richard Petty and John Cacioppo's elaboration likelihood
model (ELM)
Theory states that:
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The listener will process a message through one of
two routes:
• Central – involves scrutiny of the message content
• Peripheral – will accept or reject the message
based on irrelevant cues
Theory
Why is this theory important to you?
As a media creator, you must consider which
route the target audience will use:
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If you believe the audience will process the
message through the central route, confidently
present facts that can be added to the audiences'
current knowledge and experience of the topic
Theory
The peripheral route tends to be more effective in
the short term
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If you believe the audience will process through
the peripheral route, use features of a
communication that will elicit positive emotions
that become associated with the advocated
position
Theory
Whenever possible, create messages that are
more likely to be processed via the central route
Attitudes changed via the central route are based on
active thought processes
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peripheral route where attitudes are based on passive
acceptance/rejection of simple cues
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Social Marketing
Social Marketing:
“A program management process designed to influence
human behavior through consumer-oriented decision
making leading to increased societal benefit”
(Smith, 2005)
Social Marketing
Five steps of social marketing:
1) Permanent, cyclical process
2) Consumer research
3) Audience segmentation
4) Exchange
5) Marketing mix
1) Permanent Process
The social marketing process is a cyclical process
In order to achieve and maintain behavior change, strategy
uses a sequenced framework of:
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Assessment
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Planning
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Setting objectives
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Pre-testing
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Application
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Monitoring
2) Consumer Research
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People and their behavior are sufficiently complex to
warrant a multifaceted research process to identify and
track changes in people's knowledge, attitudes, and
behavior
3) Audience Segmentation
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After conducting consumer research, a media planner
should segment the audience
People and communities are different and can be grouped
in ways that maximizes similarities
Health media campaigns can take advantage of these
similarities and develop specific interventions
4) Exchange
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Once the specific audience is identified, media planner
should identify an exchange that is proposed
Behavior change often involves a cost to individuals – the
message may have to offer some benefit in order to
achieve the desired change
5) Marketing Mix
To be considered social marketing, must give thought to:
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Product/service (or behavior that offers benefit)
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Price (emotional, social)
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Place (distribution channels where product is offered)
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Promotion (methods for motivating or encouraging
individuals)
Social Marketing
Questions that a campaign developer can ask:
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What is the message goal?
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Who is the target market?
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What medium will carry the message?
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What is the motivational and personal relevance for
the majority of people in the target audience?
Using Social Media
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Research has shown found that while non-profit and government
organizations utilize social media websites, they do not take
advantage of the interactive features that social media sites provide
Organizations use social media to disseminate messages, but rarely
offered informative videos, links, or detailed information on health
issues
Organizations also did not take advantage of other social media sites
(in additiona to Facebook) that can be incorporated into a social
media strategy
Most organizations' posts on their social media sites focused on basic
health literacy skills versus more critical health literacy skills such as
diversity, health disparity, and health care
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Sites should cater to a variety of skill levels
Using Social Media Tools
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Social media lends to the timely dissemination and potential
impact of health and safety information
Provides the opportunity to extend reach to include a broader
audience
Offers an opportunity to personalize and reinforce health
messages that can be tailored to a specific group
Facilitates interactive communication, connection, and
engagement with the public
And, is an inexpensive means for communication!
Developing a Social Media Strategy
Use social media as an element of an overarching communication
strategy
When creating social media messages and campaigns:
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Determine target audience
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Determine objectives
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Determine amount of time and resources available for the
project
Developing a Social Media Strategy
Social media tips:
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Make strategic choices; understand the level of effort
needed
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Go where the people are
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Create messages that are science-based
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Facilitate viral information sharing
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Encourage participation
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Provide messages in multiple formats
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Set realistic goals
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Learn from metrics; evaluate your effort