1 Social Marketing 101: More than Messages January 25, 2010.
-
Upload
emerald-allen -
Category
Documents
-
view
212 -
download
0
Transcript of 1 Social Marketing 101: More than Messages January 25, 2010.
![Page 1: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/1.jpg)
1
Social Marketing 101:
More than Messages
January 25, 2010
![Page 2: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/2.jpg)
Social Marketing is a Process
• That applies marketing principles and techniques to create, communicate, and deliver value in order influence behaviors that benefit society as well as the audience (Kotler, Lee, and Rothschild)
• For creating, communicating, and delivering benefits that an audience(s) wants in exchange for audience behavior that benefits society without financial profit to the marketer (Smith)
2
![Page 3: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/3.jpg)
Social Marketing is a Process
• That applies commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of audiences to improve personal/societal welfare (Andreasen)
3
![Page 4: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/4.jpg)
Differences from Commercial Marketing
• Sells desired behavior vs. goods and services• Aim is societal gain vs. financial gain• Competition is most often the current or
preferred behavior vs. other organizations
4
![Page 5: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/5.jpg)
Similarities to Commercial Marketing
• Customer orientation• Exchange theory• Marketing research• Audiences are segmented• All “4Ps” are considered• Results are measured and used for
improvement
5
![Page 6: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/6.jpg)
Plan Development
• Describe background, purpose, and focus– Issue or problem to be addressed– Existing data
• Conduct situation analysis– SWOT (strengths, weaknesses, opportunities, and
threats) analysis– Past or similar efforts
6
![Page 7: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/7.jpg)
Plan Development
• Select target markets– Size– Demographics– Characteristics relevant to the behavior
• Set goals and objectives– Behavioral change goal– Specific, measurable objectives (S.M.A.R.T.: specific,
measurable, attainable, relevant, and time sensitive)
7
![Page 8: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/8.jpg)
Plan Development
• Develop strategic marketing mix/4Ps: activities you will implement to achieve objectives
– Product: desired behavior, benefits, tangible objects or services
– Price: any costs the audience will pay, and monetary and nonmonetary incentives, monetary and nonmonetary disincentives
– Place: where and when audience will perform behavior or receive services
– Promotion: persuasive communication strategies, key messages, messengers, and communication channels
•
8
![Page 9: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/9.jpg)
Evaluation
• Should be a consideration during plan development
• May support plan development, e.g., to understand current state of audience awareness or behavior
• May support implementation, e.g., process evaluation
• Can measure plan outcomes
9
![Page 10: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/10.jpg)
Examples
• 5 A Day • truth® Campaign• Click it or Ticket
10
![Page 11: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/11.jpg)
Resources
• Andreasen, A.R. (1995). Marketing social change: changing behavior to promote health, social development, and the environment. San Francisco: Jossey-Bass Publishers.
• Andreasen, A.R. (2008). Social marketing in the 21st century. Thousand Oaks, CA: Sage Publications.
• Kotler, P. and N.R. Lee (2008). Social marketing: influencing behaviors for good, 3rd ed. Los Angeles: Sage Publications.
• National Cancer Institute “Pink Book” Making health communications work http://www.cancer.gov/pinkbook
•
11
![Page 12: 1 Social Marketing 101: More than Messages January 25, 2010.](https://reader035.fdocuments.us/reader035/viewer/2022070411/56649f425503460f94c611b1/html5/thumbnails/12.jpg)
Resources
• Social Marketing Quarterly http://www.socialmarketingquarterly.com/
• On Social Marketing and Social Change (R. Craig Lefebvre) http://socialmarketing.blogs.com/
• Social Marketing Institute ListServe, subscribe to [email protected] through e-mail and type subscribe soc-mktg <your name> in the message body (i.e., subscribe soc-mktg John Smith)
•
12