using social marketing to create change for good

Nedra Weinreich

Change for Good:Using Social Marketingto Make a Difference

Starbucks

Immunizations

Educationdo it because

you should

Coerciondo it because

I say so

Marketingdo it because it will

help you be the

person you want

to be

http://www.flickr.com/photos/mabi/2086498747

Social Marketing

Truth Campaign

The Ten

Commandments of

Social Marketing

1. Talk with your audience.

…and listen!

Photo Credit: http://www.flickr.com/photos/niclindh/1389750548/

2. Segment your audience.

Photo Credit: http://flickr.com/photos/salerie/2424048224/

There is no such thing as

“marketing to the

general public.”

Which segments to choose?

Targets of Opportunity

Targets of Risk

Most Likely Segments

3. Position your product.

What is the specific behavior?

Find the benefits that click.

Make it fun!

4. Make it easy.

5. Go to where your audience is.

Credit: http://flickr.com/photos/nertzy/29885842/

Aperture

Right

Time

Right

Place

Right

Message

6. Use a variety of approaches.

Created by b2b Contact Marketing Ltd.

“This poster is made of soap. Use it to

wash your hands.”

7. Use Models that Work.

Precontemplation

Contemplation

Preparation

Action

Maintenance

Stages of Change

8. Test, test, test.

http://www.flickr.com/photos/ivt-ntnu/4597633169

Credit: http://flickr.com/photos/ebolasmallpox/1716084045/

9. Build Partnerships with Key Allies.

10. See what you can do better next time.

http://www.flickr.com/photos/tonynewell/3840027061/

In the factory, we make cosmetics.

In the drugstore, we sell hope.

Charles Revson

Credit: http://flickr.com/photos/blampert/2119535732/

Customers buy for their reasons, not yours.

-Orvel Ray Wilson

Questions?

Photo: http://www.flickr.com/photos/oberazzi/318947873/

Get in touch!

Nedra Kline Weinreich

Weinreich Communications

www.Social-Marketing.com

weinreich@social-marketing.com

Phone 310.286.2721

Twitter @Nedra