social marketing - lecture

Social Marketing

Magdalena Daszkiewicz, Ph.D.

Institute of Marketing

Wroclaw University of Economics

Social marketing – key terms and concepts

1. Social marketing - introduction 2. Social marketing-mix 3. Social marketing process 4. Social marketing planning

What Social Marketing is NOT

Social marketing as a term is still misunderstood

by many and increasingly confused with others.

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.

SOCIAL

The two words social and marketing can appear to be antagonistic

MARKETING

What is social marketing?

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.

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

We Focus on behaviours

Social marketers' objective is to successfully influence desired behaviours

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

People must first feel

that they have a genuine problem

You might need to build to build awareness before going about promoting behaviour change.

People often are aware of the problem

but they think that they are not at risk.

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.

Breast milk

versus

formula

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

We Select and Influence a Target Audience

The important lesson of social marketing is that there is no such thing as targeting general public

Example: Child abuse

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

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.

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.

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?

SOCIAL MARKETING MIX

Product Publics

Price Partnership

Place Policy

Promotion Purse strings

8 P

Social marketing – key terms and concepts

1. Social marketing - introduction 2. Social marketing-mix 3. Social marketing process 4. Social marketing planning

SOCIAL MARKETING PROCESS

1. Planning

2. Message and materials development

3. Pretesting

4. Implementation

5. Evaluation and feedback

6. Reporting

Social marketing planning

• Formative research

• Analysis (problem, environment, resources)

• Segmentation and selecting the targets

• Strategy development

The role of marketing research

Social marketing planning

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?

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?

You most likely will need to use a combination of

secondary and primary research

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

Social marketing planning

”Young drivers” – how to use marketing

research for social campaign planning

SOCIAL PROBLEM ANALYSIS

Social marketing planning

1. Child abuse

2. Drug addiction

3. Road safety

4. Childhood obesity

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?)

Social campaigns different issues, different targets, different creations

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