Post on 03-Apr-2018
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What isMarketing? Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchanges thatsatisfy individual and organizational objectives.
Marketing is an organizational function and a set of
processes for creating, communicating anddelivering value to customers and for managingcustomer relationships in ways that benefit theorganization and its stakeholders (AMA, 2004)
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The Concept of Exchange Two or more parties are involved
Each seeks value to satisfy needs Each is willing to offer something of value
to the other
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Marketing . is a managerial process
aims to create voluntary exchanges comprises 4 components often referred to as
the 4 Ps:product
pricingpromotion
place (distribution)
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What Is Social Marketing?
The application of marketing technologiesdeveloped in the commercial sectorto the solution ofsocial problems where the bottom line is behaviourchange.
It involves the analysis, planning, execution and
evaluation of programs designed to influence the
voluntary behaviourof target audiences to improvetheirpersonal welfare and that ofsociety.
From: Andreasen, A.R. (1995) marketing social change - changing Behaviour to promote health, social development, and
the environment. Jssey bass publishers, san Fransisco, Cal.
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The Social Marketing Difference
The objective Social marketing seeks to influence and change social
behaviours to benefit the target audience and thesociety.
Can be carried out by anyone. Its different from education in that its ultimate goal
is to influence behaviour (later in the continuum ofchange after inform or change attitudes slide
to follow). May seek to change values and attitudes as a
means of influencing behaviours. A call to action is essential
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The Social Marketing Approach Social marketers must create an exchange
situation. Target audience will perceive the benefits of changing behaviour as
superior to the costs (not always $) involved. Requires adopting a customer orientation you analyze behaviour
from the point of view of target audiences so you must know aboutthem (not make assumptions).
Recognizes markets are comprised of market segments requiring
different marketing strategies to generate desired behaviourchange.
Requires research lots of research much available at no cost.
Requires development of strategy around 4 Ps
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Social Marketing Planning
Major Steps:1. Decide what you want to do2. Analyze environment (your own organization's
S&Ws, potential target audiences,
competitors or competing behaviours) Understand behaviour of your intended
clients/ targets - identify barriers andbenefits to your desired activity from theirviewpoint
3. Develop a strategy that utilizes tools shown tobe effective in changing behaviour
4. Evaluate the strategy once it has beenimplemented or during implementation
change might be required
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The Four Stages of Behaviour
Change To adopt a new social behaviour, the
target audience evolves through 4
stages: 1. Pre-contemplation stage (need awareness)
2. Contemplation stage (have awarenessmoving to understanding/motivation)
3. Action stage (involvement/input leads toinformed decisions and actions)
4. Maintenance stage (theyre doing it)
Note - can go back & forth through these stages
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Remember the Purpose of
Social Marketing
If dont understand what the targetaudience wants and how they think, feel,and make decisions, you are unlikely todevelop a successful social marketing/
behaviour-change program.
The target audience is central to socialmarketing
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Who is the Target Audience?
The target audience can be individuals and/orgroups such as families or organizations/sectors
(private sector or public sector) You need to learn/understand the differences
then do research to confirm where the you willget the best return on investment (dont pick the
audience that wont change no matter what, pickthe ones that are ready for change the low-hanging fruit - go after the more difficult oneslater)
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Scope & Focus of Social Marketing
SM - the domain ofgovernment and not-for-profit organisations
Focus on health promotion, road safety,environment protection, and improvingcitizens quality of life
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Purpose of Social Marketing
Social marketers are not promoting aparticular organisation but rather seeking
socially positive benefit andpreventionof social harm caused by humanbehaviour
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Goals ,Tools and Process of SM
SM: Govt. and non-profit sectors,
Goals: to influencesocial behaviour: driving,purchasing, donating, voting, protecting the
environment, preserving health Tools: communication, information, persuasion
techniques and theory
Process for campaigns: 1. situation analysis,research to identify publics, problems,opportunities 2. strategic plan 3. action andcommunication 4. evaluation 5. follow-up
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Origin of SM & PR
Social Marketing father: marketing = confusing identity with the
commercial sector, extensive use of market researchand advertising
mother: social justice = positive reputation
Public relations
father:journalism and media studies = spin,manipulation of public opinion,
mother: management, (CSR) = recognition as a partnerof the dominant coalition
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Line of Difference: PR & SM
Kotler & Andreasen (1966) argue that:
PR seeks to influence attitudes, whereas marketing tries
to influence specific behaviours PR is organisation- centred instead ofaudience-
centred
PR relies on communication approaches: raising
awareness and influencing attitudes Social marketers are involved in actually creating
benefits and providing services to consumers as away to influence behaviour
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Confusion with CSR
Corporations sometimes initiate SM campaignsas part of CSR programme but the goal is the
business bottom line through improved image.Success is not measured in social change
Example: Doves real beauty campaign
promoting sales of cosmetics
Social marketers goal for a similar campaignwould be: reducing anorexia
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What is a Social Marketing
Plan? A written document containing the
guidelines for the organizations social
marketing programs and allocations overthe planning period.
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Social Marketing Plan
I. Executive Summary
II. Strategic Analysis
Situation Target audiences barriers and benefits of the desired
behaviour
Competitors/competing behaviours
Organizations current/past strategies
Organizations internal strengths and weaknesses (SW of
SWOT) External environment (OT of SWOT)
Partners (potential or pre-determined)
PEST (political, economic, social, technological)
Strategic Gap Identification
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Social Marketing Plan
III. Mission and Objectives, Goals
IV. Strategy and Plans Segmenting markets and selecting target audience(s)
Product strategy
Pricing strategy
Promotion strategy
Place (distribution) strategy
V. Action Planswe wont cover this today BUT youwill see how they are developed based on all the info
youre collecting (theyre a next logical step) VI. Evaluation
VII. Budget
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Challenges to SM
In commercial marketing the target audience makes atrade, or exchange, between benefits and costs
In SM it can be hard to portray the benefits, and costsare usually very high
Inspired by commercial marketing SM relies heavily onadvertising
Therefore SM campaigns are short term and notenough to sustain the behavioural change
Social Marketers are not usually communication
experts
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How PR Can Support SM ?
PR is not just about media relations and raisingawareness
From early childhood it developed expertise andtheory in fundraising, lobbying, communityrelations, employee relations, and otherfunctions
Andreasens 21st Century SM recentlydiscovered them and called them upstream
interventions essential success of SM
campaigns
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How PR Can Support SM ?
In education, PR is well set, almost global ineducation and practice; SM is still new andmarginal
In professional terms, PR is stronger but bothface challenges
In theoretical literature and research PR is
better established than SM In professional reputation, PR is a disaster
whereas SM enjoys positive association withsocial justice
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Future Trends in SM
Andreasen (2006, p. 11): next level of SM: to
be able to influence legislators, foundation
officers, TV news directors, or members of streetgangs?
do we need new concepts and tools, new kinds
of education and training? New research? Or
new measures of success to permit effectivediffusion of social marketing into these newcontexts?
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Future Trends in SM
The future needs greater equity & eco-justice
Given government cuts, shortfall likely to need
an enterprise framework & new funding sources Social marketing growing and becoming more
essential
Building partnership with PR will increase SMs
effectiveness and empower PR practice andbody of knowledge
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Assurance of Outcome, How?
When aiming at social change PR practice andcampaigns should include SM approaches:
greater focus on audience and behaviouroutcomes
SM included in PR syllabus
PR included in SM academic education and
training courses for executives
Social marketers rely more on PR services
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Thank You!
SOCIAL MARKETING