Social Marketing Basics

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Social Marketing Basics Nancy Hoddinott Manager, Social Marketing NS Health Promotion

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Social Marketing Basics. Nancy Hoddinott Manager, Social Marketing NS Health Promotion. Objectives. Introduce social marketing concepts Review steps in developing a social marketing plan Apply social marketing concepts Have fun. Agenda. What is social marketing? - PowerPoint PPT Presentation

Transcript of Social Marketing Basics

Page 1: Social Marketing Basics

Social Marketing BasicsNancy Hoddinott

Manager, Social Marketing

NS Health Promotion

Page 2: Social Marketing Basics

Objectives

• Introduce social marketing concepts

• Review steps in developing a social marketing plan

• Apply social marketing concepts

• Have fun

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Agenda

• What is social marketing?

• Steps in social marketing plan

• Lunch (12:15)

• Applying the concepts

• Wrap-up/Evaluation (3:30)

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What is social marketing?

“Sounds like you’re running a dating service……”

Dept. of Health employee

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What is social marketing?

• Use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behaviour for the benefit of individuals, groups, or society as a whole.

Kotler et al., 2002

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Framework

• Multidisciplinary and complementary strategies are required to change behaviour

• Research based (audience-centered)

• Long-term

• Monitoring and evaluation

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What is social marketing?

Uses traditional marketing principles and techniques:• Focuses on the consumer (audience-centered) • Marketing research • Segmentation• Defined objectives/goals• Exchange theory – perceived benefits ™costs• Marketing mix – product, price, place,

promotion• Evaluation

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What is different from commercial sector marketing?

• Product sold: goods and services vs. behaviour change

• Goal: financial gain vs. individual/societal gain

• Competition: other organisations offering similar goods vs. current or preferred behaviour

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Social marketing is not…….

• just advertising

• just communications

• an image campaign

• ‘expert’ driven

• done in a vacuum

• a quick process

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Steps in Social Marketing Plan

Where are we?

Where do we want to go?

How will we get there?

How will we stay on track?

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Steps in Social Marketing Plan

1. Define the problem

2. Select and analyse target audience

3. Set objectives, goals

4. Product, price, place, promotion

5. Evaluation plan

6. Implementation plan

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Step 1 – Define the Problem

• Review data sources, literature

• Determine campaign purpose– What actions/behaviour change could reduce the

problem)– Who must act to solve the problem?

• SWOT analysis

• Review current and past efforts

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Step 2 – Select/Analyze target audience• Formative research

• Collect and analyze demographic, socioeconomic, cultural, behavioural data on target audience

• Segment audience

• Select target audience(s) - size, reachability, readiness

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Step 2 – Select/Analyze target audience• Competition

– Current knowledge, beliefs and behaviours– Perceived benefits and barriers to action

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Step 3 – Set goals and objectives

• What do you want audience to do– Will achieving this goal impact the problem?

• Behavioural objectives, quantifiable– Feasible?

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Step 4 – Apply Marketing Principles• Product

– Behaviour, service being exchanged with audience for a price and benefit

– Must compete successfully against benefit of current behaviour– Fun, easy, popular

• Price– Cost to the target audience of changing (financial, time, effort, lifestyle,

etc.)

• Place – Channels where products, programs are available – Make accessible, move programs/products to places audience frequents

• Promotion– Communication with audience about product/program, price and place– Advertising, media relations, events, direct mail, entertainment, personal

selling

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5th ‘P’

• Politics– Stimulate policy that influences voluntary

behaviour change (system and environmental change)

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Step 6 – Evaluation Plan

• Based on goals and objectives• What will be measured

– Process (assessment of campaign elements and execution)

– Outcome (impact)

• How it will be measured• When will it be measured• How results will be reported

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Step 7 – Implementation Plan

• Who will do what, when, how (how much)

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Elements of successful campaigns (Kotler et al., 2002)

• Use what has been done before

• Start with target group most ready for action

• Promote single, doable behaviour (clear, simple terms)

• Promote a service to support the behaviour

• Address perceived benefits and costs

• Make access easy

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Elements of successful campaigns

• Develop attention-getting, motivational messages

• Use appropriate media (exploit audience participation)

• Make it easy and convenient for action (fun, easy, popular)

• Allocate resources for effective reach• Allocate resources for research• Track results, adjust

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Change Objectives

• Think of your organisation, identify an issue you are trying to resolve/change.– Develop a campaign purpose

• Translate success over the next three years:– Key audiences (internal, external, partners)– Concrete behaviours, actions, decisions that each

would adopt

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Change Objectives

F. Lagarde, 2004

Target Audience What you want them to do

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Audience Analysis & Segmentation

• Choose most important audience

• Analyse those who have adopted the behaviour and those who have not– Demographic data– Needs, benefits– Barriers– Influencers– Media habits– Membership– Segmentation

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Implications (Product, Price, Place, Promotion)• New or improved offering (behaviour,

product, service) to make it more attractive (benefits) and easy (barriers)

• Ways of making it less costly or time consuming

• Ways to reduce barriers and improve access• Messages, channels, messengers

F. Lagarde, 2004

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References• Kotler, P., Roberto, N, Lee, N. 2002. Social Marketing: Improving the

Quality of Life. Thousand Oaks,CA:Sage Productions Inc.

• Social Marketing National Excellence Collaborative. The Manager’s Guide to Social Marketing.

• Lagarde, F. 2004. Worksheets to Introduce Some Basic Concepts of Social Marketing Practices. Social Marketing Quarterly, 10(1).