Social Marketing - Lecture
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Social Marketing
Magdalena Daszkiewicz, Ph.D.
Institute of Marketing
Wroclaw University of Economics
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Social marketing – key terms and concepts
1. Social marketing - introduction 2. Social marketing-mix 3. Social marketing process 4. Social marketing planning
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What Social Marketing is NOT
Social marketing as a term is still misunderstood
by many and increasingly confused with others.
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Social Marketing is NOT Social Media Marketing, nor does it have anything to do with using social media channels to promote products, services, brands, businesses, organizations or engage customers. However, we can use social media channels in social marketing campaigns.
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SOCIAL
The two words social and marketing can appear to be antagonistic
MARKETING
What is social marketing?
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SOCIAL
Social programs and activities are about making the world a better place
MARKETING
Commercial-sector marketing is the process of developing value and wealth
for people who already possess resources and capital.
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Social Marketing - definition
Social Marketing is the application of commercial marketing principles and tools where the primary goal is the public good.
— Rob Donovan, 2011
Social Marketing is the use of marketing principles and techniques to promote the adoption of behaviors that improve the health or well-being of the target audience or of society as a whole.
—Nedra Weinreich, 2011
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We Focus on behaviours
Social marketers' objective is to successfully influence desired behaviours
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We want to influence target audiences to do one of
four things:
1. accept a new behaviour
2. abandon an undesirable behaviour
3. modify a current behaviour
4. reject a potentially undesirable behaviour
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People must first feel
that they have a genuine problem
You might need to build to build awareness before going about promoting behaviour change.
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People often are aware of the problem
but they think that they are not at risk.
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Our competition
In social marketing, the competition is most often:
the current or preferred behaviour of our target
audience
the perceived benefits associated with that
behaviour, including the status quo.
This also includes any organizations selling vor promoting
competing behaviours.
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Breast milk
versus
formula
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Consider the challenges faced when trying to influence
people to do any of the following:
• Give up an addictive behaviour
• Change a comfortable lifestyle
• Be uncomfortable
• Give up leisure time
• Establish new habits
• Hear bad news
• Risk relationships
• Reduce pleasure
• Learn a new skill
• Remember something
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We Select and Influence a Target Audience
The important lesson of social marketing is that there is no such thing as targeting general public
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Example: Child abuse
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When we define our target audience we can
• refer to specific needs
• refer to specific motives for behaviours
• use the language of the target group etc.
To be effective, specify the audience for your program as precisely as possible
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Example:
Users, nonusers and part-time users
What characteristics may help you to define
separate segments within your population?
Define a segment which is most easily reachable
or changeable through the social marketing program.
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SOCIAL MARKETING MIX
Product The behaviour or offering you want the target audience
to adopt.
Price The costs that target adopters have to bear and barriers
they have to overcome
Place The places in which the change is supported and encouraged.
The channels through which consumers are reached with
information, training and our tangible products.
Promotion The means by which the change is promoted to the target.
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4 P - Key questions
Product How appealing is the offer?
Price How affordable is it?
Place How available is it?
Promotion How well known and appreciated is it?
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SOCIAL MARKETING MIX
Product Publics
Price Partnership
Place Policy
Promotion Purse strings
8 P
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Social marketing – key terms and concepts
1. Social marketing - introduction 2. Social marketing-mix 3. Social marketing process 4. Social marketing planning
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SOCIAL MARKETING PROCESS
1. Planning
2. Message and materials development
3. Pretesting
4. Implementation
5. Evaluation and feedback
6. Reporting
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Social marketing planning
• Formative research
• Analysis (problem, environment, resources)
• Segmentation and selecting the targets
• Strategy development
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The role of marketing research
Social marketing planning
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What information do you need?
• What is the problem you’re addressing?
• What is the context in which problem exist?
• Who can be your target audience?
• How does the audience think and behave
as related to the problem?
•How can you best reach your target audience?
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What information do you need?
• What product can you offer that will appeal to your target audience?
• What are the barriers keeping your target audience from taking
the action?
• How can you best reach your target audience?
• What is the best social marketing-mix?
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You most likely will need to use a combination of
secondary and primary research
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Secondary research
Gather information through secondary research. Use data from
studies already conducted by other researchers and
organizations (articles, databases, books, unpublished studies)
Primary research
Data You collect Yourself (surveys, focus groups, in-deph
interviews, observational studies).
Primary research does not have to be difficult and expensive
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Social marketing planning
”Young drivers” – how to use marketing
research for social campaign planning
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SOCIAL PROBLEM ANALYSIS
Social marketing planning
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1. Child abuse
2. Drug addiction
3. Road safety
4. Childhood obesity
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ANALYZING THE ENVIRONMENT
• Social, economic or demographic trends or factors affecting the
environment in which your program will take place
• The political climate in relation to the topic
• Policies, laws or pending legislation that might affect the target
audience of the social program
• Potential opponents (Who can be against the program?)
• Potential allies (Who can support your program?)
• Competitive messages (What massages will compete with the
program for the attention of your audience?)
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Social campaigns different issues, different targets, different creations
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Literature:
1) Lee N.R., Kotler Ph.: Social Marketing: Influencing behaviours for Good.,
Sage Publications, Inc., Thousand Oaks; 2011;
2) Weinreich N.K.: Hands-on Social Marketing. Sage Publications Inc.,
Thousand Oaks, 2011
3) Hastings G.: Social Marketing. Why should the devil have all the best tunes?
Elsevier/ Butterworth-Heinemann 2007
4) French J., Merritt R., Reynolds L.: Social Marketing Casebook. Sage
Publications Ltd., London 2011
5) Szlachetna propaganda dobroci czyli drugi tom o reklamie społecznej (ed. P.
Wasilewski), Wasilewski, Kraków 2007
6) Daszkiewicz M.: Społeczne oblicze marketingu (Social face of Marketing),
in: Tożsamość i wizerunek marketingu w Polsce (ed. R. Niestrój), PWE
Warszawa 2009