SOCIAL MARKETING

Section 1. Understanding Social Marketing: Encouraging Adoption and Use of Valued Products and Practices Section 2. Conducting a Social Marketing Campaign Section 3. Listening to Those Whose Behavior Matters Section 4. Segmenting the Market to Reach the Targeted Population Section 5. Promoting Awareness and Interest Through Communication Section 6. Promoting Behavior Changes by Making It Easier and More Rewarding: Benefits and Costs Section 7. Supporting and Maintaining Behavior Change Section 8. Monitoring Progress and Making Adjustments in the Social Marketing Campaign

Understanding Social Marketing: Encouraging Adoption and Use of Valued Products and Practices Social marketing
is the application of commercial marketing techniques to social problems

Social marketing: The process of using commercial marketing techniques to

improve social problems

Commercial vs. Social Marketing: Commercial marketing tries to change people's behavior for the benefit of the
marketer Social marketing tries to change people's behavior for the benefit of the individual, or of society as a whole

Social Marketing:
Reaches target audiences Helps customize your message to those targeted audiences Helps create greater and longer-lasting behavior change

Implementing a Social Marketing Campaign Identify behaviors you want to change

Identify your audience Identify and reduce barriers Pretest your ideas Publicize actions and benefits Assess your results

The "4 Ps" of marketing: Product

Price Place Promotion

Stages of change 1. Create awareness and interest

2. Change attitudes and conditions

3. Motivate people to want to change their behavior

4. Empower people to act 5. Prevent backsliding Conducting a Social Marketing Campaign When should you run a social marketing campaign? When trying to change the behavior of a large number of people When trying to change behavior over a long period of time When resources exist to manage a comprehensive effort

How do you manage a social marketing campaign?

Define and understand Choose appropriate strategies Implement and evaluate

Define and understand

Define the problem Define your goals Define your audience Understand your audience

Choose appropriate strategies Brainstorm strategies

Decide the amount of time and resources for each subgroup Decide to create different strategies for each segment, or just different messages and mediums Chose specific strategies Design messages Select channels of communication Pretest ideas and messages

Implement and evaluate

Establish a tracking system Continuously modify your work based on results Celebrate your accomplishments Listening to Those Whose Behavior Matters Why listen to the people whose behavior you're trying to change? It's disrespectful of people to assume that you know best what they need or should want. It will improve both your social marketing campaign itself and its chances of success. Identifying the people you need to talk to: Use your knowledge of the issue and the community Use publicly available government information Read the latest research about your issue Use information from the community itself Look for indirect targets Consider how much of the potential target population you want to reach You may be aiming at the whole community

How do you contact those whose behavior matters? Use language the target group understands

Put your message where the target group will get it Know and respect the culture and customs of those you're trying to reach Use trusted intermediaries Make as much personal contact as possible

 Let people know you're interested in what they think How to listen to those whose behavior matters: market research What are some forms research can take? Use indirect sources
Conduct an ethnographic study Carry out depth interviews Convene focus groups Conducting surveys

Determining what questions to ask Identify the decisions that need to be made as a result of the research, and who
will make them Determine what information is needed to design and run an effective campaign Check that what you've come up with is what decision makers really need Decide what kind of analysis you'll need to complete your study Determine the questions you need to ask to get the information you need Segmenting the Market to Reach the Targeted Population

What is segmenting the market? Dividing up your audience according to their particular criteria: product
price place promotion

When might you segment the market? When you're concerned about a particular segment of the population

When the target population is composed of a number of different segments When you'll need very different messages to reach different segments of the target population When some segments of the target population are easily reachable and others aren 't When your organization has the resources and the capacity

How can you segment the market? demographic

geographic physical/personal history psychographic behavior

Deciding which segments to focus on Measurability

Accessibility Substantiality Actionability

 Position on the change scale Addressing the targeted segments Undifferentiated marketing
Differentiated marketing Concentrated marketing

Promoting Awareness and Interest Through Communication What is effective social marketing communication? Communication is a two-way street
Communication has to be accessible Communication has to be noticeable

What are tools for reaching the target audience? The channels through which you transmit the message Advertisement
Information channels Entertainment

What are tools for reaching the target audience? (cont.) The design of the message itself
Visual elements Sound elements The use of spokespersons The way the message is linked to the target Audience

How do you approach common barriers to effective social marketing communication ? Ignorance
Selective inattention Selective inexposure Principles

How do you develop effective messages?

1. Set up measurable objectives for your strategy 2. Develop messages that emerge from the target audience 3. Select appropriate channels 4. Develop different communications for different segments How do you develop effective messages? (cont.) 5. Pretest every message 6. Integrate your communications program internally 7. Integrate your communications program with the marketing mix 8. Evaluate outcomes by your original criteria 9. Start the whole process over again Promoting Behavior Changes by Making It Easier and More Rewarding: Benefits and Costs

What do we mean by making behavior change easier and more rewarding? SESDED
Superior Exchange Socially Desirable Easily Done

Why should you try to make behavior change easier and more rewarding? Because it's possible, and it's important When is the best time to address benefits and costs? It's about where in the process of change the target audience is: Knowledge about the problem
Belief in the problem's importance Desire to change Belief in one's ability to change. Action Ability to maintain the change

What are some ways to look at the benefits of behavior change? Short-term individual benefits
Short-term benefits to others Long-term individual benefits Long-term benefits for others

What are some ways to look at the costs of behavior change? Economic
Physical Time and logistics Psychological Social

How do you make behavior change easier and more rewarding?

Conduct market research and find out: The real reasons people are willing to contemplate changing their behavior How people would prefer to accomplish behavior change Whether others' opinions would sway the target audience's decision What benefits or costs would actually push people to make the change desired What kinds of support would make it easier for people to change How do you make behavior change easier and more rewarding? (cont.) Develop a strategy Start with SESDED Think about what the target audience needs to make change possible Decide how to maximize benefits Decide how to minimize costs Learn about and counter the competition Make the new behavior socially desirable Make the change easily done Pretest Supporting and Maintaining Behavior Change

What do we mean by supporting and maintaining behavior changes? Supporting behavior change Maintaining behavior change What types of behavior changes need to be supported and maintained ? One-time changes Repeated, but finite changes Permanent lifestyle changes Situational changes What are barriers to taking action and changing behavior? The change is impossible, as the situation stands The change is too complex The change is too hard to expect people to be able to accomplish on their own The change takes too much time The change is not important enough for the target population engage in it The target population forgets to perform the action that the change requires How do you address barriers to action and support behavior change? Try to do something about the issues that make a change impossible. Simplify a complex task as much as possible Provide support to people accomplish a change. Try to cut down the time of a change Try to change the population's perceptions about a change. Institutionalize reminders What are barriers to maintaining behavior change? The behavior change has unsatisfactory consequences The behavior change has excessive negative consequences Important people provide negative feedback Control over the new behavior is less than expected How do you address barriers to maintaining behavior change? Try to anticipate and plan for potential problems and issues Honesty is not just the best policy - it's the only policy you should consider. Monitoring Progress and Making Adjustments in the Social Marketing Campaign Why should you monitor progress and make adjustments in your social marketing campaign? Respond to forces in the marketplace: Demographics Consumer preferences Trends and social conditions Social memory Communication channels What aspects of the campaign should you monitor? Effectiveness Efficiency Strategy How do you monitor and adjust your campaign? Monitoring and adjusting effectiveness Monitoring and adjusting efficiency Monitoring and adjusting strategy