Cait Douglas

Photo of Cait Douglas

Account Director
Washington DC
Posts: 14

Cait is a former Account Director at Ogilvy PR.

#Mamming: Memes for Good

Oct 23

I started off my week with a delicious doughnut (everything in moderation!) and a discussion of #shutdownpickuplines, #300feministsandwiches, and Scarlett Johansson falling. Why you ask? Our office gathers once a month for KreMEME Monday to share the latest memes, discuss why they trended, and see how we can learn from these Internet unicorns.

As social marketers, it’s important to make sure the tactics we implement are not only based in theory and tied to our strategy, but also relevant. Enter: #Mamming. Breast cancer survivor Michelle Lamont and her friend Michele Jaret decided to riff off of #planking, and created #Mamming (the act of laying your (clothed) boobs on a flat surface). As explains:

#Mamming is a chance for all of us to show solidarity with the millions of women getting mammograms this Breast Cancer Awareness Month. Because when a woman reaches a certain age, doctors recommend that she get a mammogram to screen for the disease, and the procedure involves laying her boobs on the machine’s flat surface. It’s awkward. But it can save her life. Because when breast cancer is caught early, over 90% of women beat it. So let’s all embrace the awkwardness of mammograms and inspire more women to mam where it counts: at the doctor’s office.

If you’re more of a visual person, you can watch the #Mamming video to fully understand.

So why does #mamming work?

It makes light of a hurdle to breast cancer screening. I’ve heard countless times how uncomfortable and borderline painful mammograms can be. This message will continue to be reinforced as I get older and it certainly isn’t going to motivate me to schedule that mammogram. #Mamming provides clever social proof by embracing the awkwardness of a mammogram and making it seem like no big deal. If all these people can lay their boobs on tables, benches, or even a piano, what’s stopping me from mamming at the doctor’s office?

The ask is simple. From the social media perspective, what they’re asking people to do is easy: share a picture of yourself, anywhere, doing X or in this case, a picture of you, laying your (clothed) boobs on a flat surface. There’s no hoops to jump through here. Just a picture and a hashtag and you’ve helped to raise awareness for breast cancer screening.

The next time you have a brainstorm or are working on a program plan, remember, that social marketing can and sould have fun. Whether it’s coming up with something original or joining in on a relevant trend, creative content, like memes, can go a long way to raise awareness with the ultimate goal of prompting action.

Now, it’s time to get mamming. If you’re a guy or gal, under the age of 50, do it on Instagram. If you’re a lady, over the age of 50, give your doctor a call and mam away.

A New Year’s Resolution for Social Marketing

Jan 09

It’s the time of year to reflect on the year behind us and make resolutions for the year that lies ahead. This practice is believed to have started with the ancient Babylonians whose resolutions of paying off debts and returning borrowed farm equipment seem very distant from the annual eat well, quit [insert bad habit], and go to the gym resolutions of today.

New Year's Resolution

After a few years of making and quickly breaking my resolutions, this year I opted to make a new year’s resolution for social marketing. Thinking back on 2012, I kept getting stuck on a discussion during lunch at the Social Marketing Advances in Research and Theory (SMART) conference on the state of social marketing. Nancy Lee started off the conversation by making the strong point that social marketing has launched into orbit, but it’s in danger of coming back to Earth. The room discussed the many contributing factors: funding issues, unclear brand value, identity confusion, international growth, etc.

Social marketing has a lot to offer and 2013 has the makeup to be a promising year from new research and publications to the implementation of innovative social marketing programs around the world to the return of the World Social Marketing Conference (side note, have you registered yet!?). We’re already off to a great start with Nedra Weinreich’s Wish for the Future: Turning Awareness into Action post on GOOD.

My resolution for social marketing: to own our identity.

In its short lifespan, social marketing is responsible for buckling seat belts, reducing smoking, protecting our environment; the list goes on and on. Though, for all its great accomplishments, how often are you trying to explain what you do? Or my favorite, the difference between social media and social marketing? Clearly as social marketers, we are good at what we do… let’s apply a little bit of that expertise to social marketing itself.

Starting small, we can work on picking a common hashtag on Twitter to spark conversation and share successes, research, and news. While I’ve seen lots of #socialmarketing on Twitter, it eats up valuable characters and is 99% filled with social media news. How about #socmar or #smktg? (If you’re thinking this doesn’t apply to you because you are not on Twitter, I challenge you to join Twitter. It’s worth it. I promise.)

Next, we can try following Nedra’s lead by sharing social marketing beyond our community’s walls. Whether it’s finally explaining to your mom what you do or writing content for an online forum, there’s endless ways to help social marketing become more recognized. Then, with our eyes towards Toronto in April, let’s make the World Social Marketing Conference our coming out party and broadcast the rich discussion throughout the conference widely. The more people know of social marketing the better social marketers we can be.

What else can we do to own our identity in 2013? Share your ideas in the comments. Let’s make this the year of social marketing. If not, we may find social marketing quietly falling back to Earth.

[Image source]

SXSW Interactive: Innovating Health

Mar 15

The past week my Twitter feed was overcome with South by Southwest, and my bookmarks are overflowing with blog posts to read on new innovations, ideas, and recaps. I was excited to see what came out of SxSW after reading this preview from Bloomberg on the prominence of health: South by Southwest Geekfest Veers From Social Media to Health. While I didn’t make the trek down to Austin (some day!), I did learn a few things from following conversations (#sxswi #sxswh #SXDigiHealth #sxehealth) about health and health innovation, which seemed to be as much in the spotlight as Pinterest and Austin’s culinary scene (maybe that’s a bit of a stretch, but it certainly was a hot topic).

This stat from RazorFish Health kept popping up, over and over, again: The average 24 year-old will spend more time on Facebook than they will with their doctor in 20 years.

Sounds pretty crazy, right? While I’ve spent some time on Facebook in my day, it only took one hand to count the number of times I’ve even seen a doctor in the past year.  One of those times happened to be this week: When finishing my visit, my doctor, going over next steps, said she would email with my lab results and confirmed my e-mail address was correct. This is great!, I thought, no immediate follow-up appointment, no voice mail to listen to, and I would have them in an easy-to-reference place. Sure enough, my lab results came two days later via email (well, via email through a portal, but at least we’re headed in the right direction).

The only issue? I only received lab results. No explanation, no “take a look and let me know if you have questions, but everything looks great”… just me, my iPhone, some wonky lab results, and trusty Google to figure out what I was reading.

In the past few years, health technology has come along way: you can take your pulse on your iPhone, Skype with your doctor, get SMS nudges for a healthy pregnancy or smoking cessation, and the list goes on. More and more there are devices, take the FitBit or Nike Fuel, for example, that are helping people track their overall health. Needless to say, taking social and technological innovations and applying them to making health information and health care more accessible and efficient has only just started. Which is great, because speaking for best practices, when disseminating messages, it’s understood that you want to meet people where they are already getting information. For my generation, and probably many others, we’re not getting our health information from spending time at the doctor’s office like people used to. If I’m feeling lousy, admittedly, the first thing I do is Google my symptom, hoping that some Advil and rest will cure whatever the ailment may be.  The last thing I want to do is try to find a doctor’s appointment- it’s hard to get an appointment, it takes time from my already busy day, and overall, just feels like a hassle, even though I know that my cough that lingered for a month would have been solved pretty quickly had I picked up the phone and got in to see the doctor.

So, while healthcare has certainly come a long way in the past few years, as far as accessibility to information and care,  it still has a long way to go. We need to get a better handle on what we’re currently doing, and continue to innovate, think of these alternatives:

Let’s start simple: my doctor could have easily relieved my natural worst-case-scenario, over-dramatization read of the lab results by adding a quick note explaining what they meant with the lab results.  To be a bit bolder, instead of getting an e-mail to check the message on a website that I can never remember my password for, perhaps we create, and more importantly, train, doctors on how to communicate with patients through Facebook: You have a Friend Request from Dr. Doogie Howser. This gets back to meeting people where they are, instead of continuing to create new apps or technology, let’s innovate what we currently have. Facebook isn’t going away anytime soon, let’s see what else it can do. The innovation also needs to made around privacy considerations, but that’s a whole other blog post.

And as patients, let’s meet doctor’s half way, they are the experts after-all.

PS. In case you missed it, our own Ogilvy Notes was in Austin to capture all the could-not-miss content and news. Among other sessions, they checked out the Wireless Wellness: Apptastic or Just Fun and Games? session with All Things Digital’s Ina Fried and Aetna CEO Mark Bertolini.

Friday Round-Up: What I’ve Been Reading

Apr 22

I’m back for another edition of Friday Round-Up. Sorry for the brief hiatus; we were in full swing conference mode with the World Social Marketing Conference.

  • Using Social Media to Save Women’s Lives. I love that these stories are increasingly being told. The Women’s Refugee Commission launched Mama: Together for Safe Births in Crises. To help health care professionals providing maternal health are in remote, unstable areas of the world, the program uses social media through a Facebook page and SMS program to connect these health care providers with resources and a community to help find solutions and save lives.  Take a read through the actual post, the intricacies of the program are quite interesting.
  • Lies, Damn Lies, and Pharma Social Media Statistics. In what has to be my favorite read this week, Jonathan Richman calls on all of us to look further into research, especially as it related to health and social media, before we tweet, message, blog, etc.  I took his message to heart; this morning when reading a story that was reporting on the opinion of American parents, turns out the survey was completed by quite a small number of parents to have them represent all of the parents in America. So before you click the retweet button, take a further look at the information you’re sharing.  PS. Make sure you read Richman’s post to the end, he teases some data from Pew’s The Social Life of Health Information, which I can’t wait to read through when it’s released later this month. [via Susannah Fox]
  • From Smartphones to a Smarter World: The Impact of Mobile Tech. Raymond Schillinger provides a great write-up of the MobileCitizen Summit this past weekend in DC. The conference is more evidence of what is becoming increasingly clear: mobile is the platform of now it’s just a matter of getting everyone on board. [via Alexandra Bornkessel]
  • CDC Flu App Challenge. Speaking of the increasing power of mobile, CDC has put out a challenge to find innovative uses of technology (mobile, web, etc.) for raising awareness of influenza and/or educate consumers on ways to prevent and treat the flu. The best part: there’s $35,000 up for grabs. [via CDC eHealth]

What have you been reading? Leave a note below or let me know on Twitter.

Miles Young on Marketing in the Modern Age

Apr 18

Following his speech at the World Social Marketing Conference, Ogilvy & Mather CEO adapted his speech for the Huffington Post.  The beginning of the article is copied below; read the full article here.

Company or cause, marketing plays a vital role.

For companies, the marketing discipline helps sell products with the ultimate goal of boosting shareholder value. For causes, social marketing moves people to action for their own good — cajoling consumers to change unhealthy behaviors or to support a particular environmental program, for example.

These two branches of marketing typically have been separate, with mainstream marketing and social marketing keeping polite, if somewhat distant, relations. Some social marketers have felt that they rise above the rough and tumble of the marketplace, dealing instead with grand issues and ideas. Traditional marketers, with their rigid metrics of success and failure and laser focus on showing a return, have viewed social marketing somewhat askance for lacking similar rigor.

Keep reading Miles Young’s thoughts over on the Huffington Post.

Friday Round-Up: What I’ve Been Reading

Apr 08

There’s been a lot of great (and exciting) stories related to social health circulating around the interwebs this week. Here are a few I found most interesting:

  • JAMA Commentary on Games for Health: This commentary, from Dr. J. Leighton Read and Dr. Stephen Shortell, encourages practitioners, health care providers, and policy makers to place more attention on using gaming to promote behavior change.  The authors argue that positive outcomes could come from channeling the already booming gaming industry.
  • More Evidence of Patients Seeking Information and Support Online:  NPR’s Nancy Shute reports on patients with rare diseases using online communities, like Facebook, to seek out more information and support.  Related, the Los Angeles Times’ Booster Shots reports on patients skipping the waiting list, instead using Facebook to find donors.
  • QR Code Best Practices for Gov 2.0: Ogilvy’s 360 Digital Influence team member Sarah Van Velsor provides best practices for government and QR codes. My favorite do: ensure that you have a QR code content strategy.  While it’s great to be innovative, it’s more important to make sure you’re strategic and provide a pay-off or call to action when jumping into QR codes.
  • Moms Go Mobile: Ad Age reports on a new study from BabyCenter that becoming a mom is a trigger for embracing mobile devices. This provides further support for reaching moms with health information using mobile methods, whether it’s an SMS program like Text4Baby or developing an app to provide on-the-go tips for a healthy lifestyle.

What have you been reading? Share in the comments below and check back next week for another Friday Round-Up.

Quick South by SouthWest Wrap-Up

Mar 22

In case you didn’t make the trip to Austin, check out Medical Monday on the Ogilvy’s Fresh Influence Blog.

To capture all the could-not-miss content flowing throughout the event, Ogilvy came up with Ogilvy Notes, a simple concept that brought together six visual note takers to attend and capture over 70 panels taking place during the week. The notes were shared in print from at SWSX and posted online for those of us following-along at home.

The note below highlights the mHealth in Africa: What Can I Learn? panel. Pretty neat, huh?

Join Our Team!

Mar 22

Ogilvy Washington’s Social Marketing Practice is hiring across levels.  Come join our team of smart, innovative social marketers.  To learn more about opportunities at Ogilvy, visit the Ogilvy career website, updated daily.

  • Senior Account Executive: Focus on helping to raise awareness and use of comparative research in decision making between doctors and their patients and other healthcare decision making for a government-sponsored national awareness campaign.
  • Senior Account Executive/Digital Strategist: Focus on support in the development of social media programs and strategies focusing primarily on clients in the Government and public sector
  • Account Supervisor: Focus on an integrated marketing communications for keystone Federal public health campaigns related to patient-centered outcomes research and flu vaccination.
  • Account Director: Focus on increasing the understanding and influencer support for innovative global health and development initiatives as well as manage integrated marketing communications for a keystone Federal campaign.
  • Account Director: Focus on the planning, development, execution, and evaluation of integrated marketing communications to raise awareness of healthcare-associated infections and the flood disaster mitigation measures.

South By SouthWest – Health Track Preview

Mar 08

Headed to South by SouthWest this week? Check out Medical Monday over on Ogilvy’s Fresh Influence blog for a preview of the health track at South by SouthWest this week.  These are a few of my favorites:

Outside of the panels and presentations, you can get your health fix by signing up for the Interactive Health Happy Hour (only a few tickets left!) on Sunday, March 13. I’m pretty jealous of the in-person #HCSM chat during the happy hour.

Help out those folks following along at home by including the #SXSWh hashtag with your Twitter updates, and check out the South By SouthWest Health page for more info on all the health sessions.

Early Bird Deadline Extended for WSM Conference

Jan 04

The 2nd World Social Marketing Conference is only months away—11-12 April 2011 in Dublin, Ireland—and lucky for all of us, the early bird discount has been extended until January 15th. The conference brings together thought leaders and practitioners from around the world to discuss  new trends and their implications for our growing field.

Looking at the featured speakers and presentations on the conference website, attendees are in for interesting and engaging content on topics—such as new frontiers, the importance of strategy, the environment, and social franchising—from great leaders from around the world.  I think the most intriguing session could be the “Big Debates” slated for April 11: Debate 1, Private/ NGO/ public sector partnerships are the new hope and Debate 2, The 4P’s are well past their sell by date, its time to move on. I think I know which I side I fall for these debates, but it will sure be interesting to hear both sides.

Don’t miss the new early bird deadline! Register here today.

(Full disclosure: Ogilvy Public Relations Worldwide is a title sponsor of the 2nd World Social Marketing Conference.)
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