Social Marketing does not equal Social Media

What’s the difference between social media and social marketing?

Blog Post

This post was originally published on the Social Marketing exCHANGE blog.

Last week, Ogilvy launched Social@Ogilvy, a global, cross-discipline team of social experts from across all of Ogilvy’s businesses delivering social solutions. Social media is changing our clients’ businesses and we have been quietly building the largest social media marketing communications network in the world.

This exciting news has sparked some discussion and questions about terminology: what’s the difference between social media (or “social media marketing”) and social marketing? This is not a new dialogue-confusion has been brewing ever since the breakthrough of social media and its subsequent impact on marketing, communications, and many other disciplines.

Marketing through social media involves having conversations and creating engagement online through a variety of social media tools, such as blogs, wikis, online communities, community websites, video, photos, and social networking platforms. The term “social media” was first used within the past decade to describe websites and services where large amounts of people can interact and post media for others to see. Social media is used in a large variety of marketing fields, from product marketing to Financial Marketing and more.

Social marketing is a discipline that attempts to change awareness, attitudes, and behaviors as they are related to advancing social causes. Since its introduction in 1971, social marketing has been used to address many of the world’s most pressing issues, from public health to public safety to environmentalism. Methods include community outreach, direct mail (which those using an alternative operating system might have looked to something like to help them work out how to get this set up), in addition to advertising, media relations, partnership development, events, interpersonal outreach, materials dissemination . . . and social media.

Indeed, in today’s communications environment social media has an important and critical role to play in social marketing initiatives. Good social marketing campaigns contain social media tactics that are based-as the rest of the campaign elements are-on research-derived insights into the campaign’s intended audience. For more on the potential benefits of social media to social marketing initiatives, see this blog post from Executive Vice President and Group Director Jennifer Wayman and many other posts on the Social Marketing exCHANGE blog about the intersections and application of social media to social marketing.

Quantified Self: Is self-tracking the future of behavior change?

Blog Post

I spend a lot of time testing, tracking, and analyzing data. I’m not talking about the work I do here at Ogilvy–I’m talking about all of the daily efforts I undertake to manage my Type 1 diabetes. My life is full of numbers and tech gadgets, from a meter to test my blood glucose to mobile apps like dLife (for recording insulin doses) and Low Carb Diet Assistant (for counting everything from carbs to glasses of water consumed). Being somewhat of a geek, I’m always looking for the next best tool to help me track—and, even better, to help me analyze and interpret—data about my own health behaviors.

And so it was within this context that my ears perked up during last week’s DHCX conference, as Ernesto Ramirez of the Center for Wireless and Population Health Systems shared his thoughts on the role of self-tracking as an effective tool for health behavior change.

In his work, Ernesto focuses on how to apply emerging technologies (e.g., sensors, mobile, social networking) to better the health of individuals and populations through measurement and analysis of behavioral patterns. Think Fitbit for counting steps or Zeo for measuring sleep—or even Hugo Campos’ project to photograph every meal he eats and post to Flickr.

I sat down with Ernesto for a Q&A on the “quantified self” movement and how it might be applied to public health in the near future.

What does “quantified self” mean?

Quantified self started as a group [see the Quantified Self website: “a collaboration of users and tool makers who share an interest in self knowledge through self-tracking”] but people are increasingly using the term to reference a movement and as a catchall for self-data collection. There are over 50 Quantified Self Meetup groups around the world made up of people who use self-tracking for personal use, people that build tools and apps for businesses, researchers, etc.

The important thing to remember is that this is not just about creating spreadsheets—it’s about collecting data in whatever form is important to you…whether it is tracking colors that represent how you feel or taking photos of what you eat.

How does the quantified self lead to behavior change?

You get instantaneous feedback. For example, you can plug a blood pressure cuff into an iPhone and wirelessly send the data to yourself or to your doctor. You can also look at longitudinal data about yourself—both trends over time as well as correlations between things. With the ability to look at all kinds of different inputs, we can see better how things connect to each other. And we can create adaptive models for specific and meaningful behavior change in individuals. The behavior change model closely mirrors the scientific method—you observe, make a hypothesis, and so on. It’s really about what happens to you when you start to understand information about yourself.

How do we motivate people to use self-data collection tools?

It isn’t so much about motivating people to use the tools—you can put people on the path but you can’t make people be self-motivated. That said, things like gamification and good design can help by making things fun, easy, and worthwhile.

How might we collect this kind of data on a population level?

People think of the quantified self as “this is me” but we can quickly scale up. Large-scale data sharing would allow us to focus on specific groups rather than the model we typically use, which is based off of population distribution. We could really flip research on its head and start the other way—with a focused segment rather than with everyone. When people start collecting data about themselves, they begin to understand and care about how policy affects their health, how their workplace environment affects their health, and so on in terms of how their personal health is connected to the bigger picture.

Would you say quantified self falls under prevention or treatment?

If I had to choose where to start, I would say prevention first because this is where you’ll get the biggest bang for your buck. But we’re seeing the biggest adoption with treatment—for example, people who have recently been diagnosed with a condition become invested in their own health through self-data collection. They become evangelists and advocates, and they often have a strong desire to share their methods with others.

What will need to happen to take the quantified self movement to the next level?

We need to try, fail, and learn. Instead of an ROI model, I’d like to see us focus on a “Return on Health” model. This is a very long-tail discussion—you’ll see the real results in the next 20-30 years.

For more on the topic of quantified self, see:

This post was originally published on the Social Marketing exCHANGE blog.

The Heart Truth Poster

The Heart Truth: Using Social Media to Reach and Motivate Women to Address Risk Factors for Heart Disease

Published Writing, Talk/Presentation

This poster presentation was co-authored with Megan Yarmuth, Jennifer Wayman, Sarah Temple, Ann Taubenheim, Ph.D., for the Digital Health Communications (DHCX) conference in February 2012.

To educate women about heart disease and prompt action against key risk factors by empowering women to spread The Heart Truth® via social media tools.

The National Heart, Lung, and Blood Institute (NHLBI) launched a national social marketing campaign—The Heart Truth®—in 2002 to increase women’s awareness of their #1 killer and prompt them to take action to reduce their risk.

In 2007, The Heart Truth® campaign began to utilize social media to disseminate messages, foster online community,
and promote events and resources to reach and motivate women to lower their personal risk for heart disease. Each year, social media efforts have been expanded to include new channels and tactics in support of the NHLBI campaign and key events such as National Wear Red Day® and the Red Dress Collection Fashion Show.

The Heart Truth Poster