social marketing 101 carmel pryor, social marketing manager isaiah webster iii, director of capacity...
TRANSCRIPT
Social Marketing 101
Carmel Pryor, Social Marketing ManagerIsaiah Webster III, Director of Capacity Building
Objectives By the end of this training participants will be
able to: Answer the question “What is social marketing?” Understand the basic principles of social
marketing Apply the principles of social marketing to other
projects, including HIV prevention programs Understand how social marketing principles were
applied to “REALTalkDC” and other social marketing best practices
About MTA & Capacity Building Assistance Metro TeenAIDS is a community health
organization that works with young people to combat HIV/AIDS in the District of Columbia. MTA offers: Outreach & Education Youth Drop-In Center (Freestyle) Clinical Services (HIV/STI screening) School Services Social Marketing Capacity Building & Training
Introductions!
Group Expectations
Group Agreements
The Parking Lot
Activity: Personal Logo
Social Marketing vs. Social Networking Don’t confuse social marketing with social
networking. Social networking usually refers to using new
media to socialize or to network. Examples: Facebook, MySpace, Twitter, YouTube.
Social marketing is used by organizations and companies to promote a product. The product could be a hamburger at McDonald’s or an HIV test at MTA.
Social Marketing Defined “…A process for influencing human behavior on a
large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.” (W. Smith, Academy for Educational Development)
“Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole.”
(P. Kotler, et.al., Social Marketing: Improving the Quality of Life)
Social Marketing Defined
Question… Answer…
What are the most important concepts in these definitions?
Influence Target Audience Voluntarily Behavior Societal Benefit
Key Differences
Social Marketing IS… Social marketing IS NOT…
A social or behavior change strategy
Most effective when it activates people and communities
Targeted to those who have a reason to care and who are ready for change
Strategic and requires efficient use of resources
Not just advertising Not a media blitz A clever slogan Not about coercing behaviors
through punishment Not a “one approach” model Not a quick process
Concepts of Social Marketing Must be client/consumer/audience centered
Social marketing looks at behavior change from the viewpoint of the consumer
It’s about action! What do you want people to do?
Focus on enhancing perceived benefits & reducing perceived barriers Actions will only occur if perceived benefits > perceived costs Increase or highlight the benefits Decrease or de-emphasize the barriers
There must be an exchange
Example of Exchange
In commercial marketing, you exchange money for a product, but often the marketing “sells” more than the product. An example:
You give me… $1.00
You get… A drink (plus)
• A thirst quencher • Good taste• Fun • Youthful feeling • Girl/Boyfriend
Examples
Examples
Example of Exchange
In social marketing the cost/barriers are weighed against the benefits of the desired behavior
Potential barriers to condom use
Cost Embarrassment Loss of pleasure
Possible benefits to condom use
Protection against pregnancy
Protection against HIV/STI Peace of mind Sense of control Hope for the future Pleasure gained
Examples
Activity: Example of Exchange
Try it yourself…consider HIV testing
Potential barriers to HIV testing
Potential benefits to HIV testing
Examples
QUESTIONS, COMMENTS, CONCERNS?
Activity: Examining Social Marketing Campaigns
What do you notice about these campaigns?
Who is the primary audience? What behavior are they trying to
influence? What’s the benefit to society? Is the campaign effective?
The 7 P’s – Social Marketing Principles
ProductPricePlace
PromotionPhysical EvidenceProcess People
#1 - Product The product is what you are
offering and its benefits.
It can be tangible, like a service or behavior, like a condom or HIV testing.
It can be intangible like a feeling of belonging, peace of mind or hope.
Your product must compete successfully against the benefit of the current behavior.
Promote a single, doable behavior, explained in simple terms.
#2 - Price
What is the cost/barrier of doing what you are asking?
Ask yourself, “what keeps people from doing what you are asking?”
Identify monetary & non-monetary costs associated with adopting new behavior.
Develop strategies that offer equal or greater benefit than perceived costs.
#3 - Place This refers to the systematic way you
will get information and services to the primary audience.
Where and when might people think about your issue?
Where might they be in the right frame of mind to consider your service?
Where can you put information about your service?
Where does your audience already gather?
#4 - Promotion: Creating MessagesWhat do we want to say?
Key message Attention-getting: stands out among other messages
Connect with something that is important to the audience
Communication objectives What do we want them to know (think) What do we want them to believe (feel) What do we want them to do
What are the benefits
Try to pretest messages if possible.
#5 - Physical EvidenceHow do your marketing materials to look?
30 seconds test Focus on external messages and everything the
client/customer “sees” including staff The image you want to convey to your audience
about your brand
#6 - ProcessHow do people think and talk about you
when you aren’t around?
How is your message different than others? Attribution Theory If you could create the ideal impression in the
hearts and minds of your customers, what would it be?
What is the “process” by which people interact with your brand/message from start to finish?
#7 - PeopleDo you have the right people?
Who are the people that are responsible for carrying out the marketing message? Are they right for the job? People “buy” from people they like, therefore the
personal experience with staff should be first-class
QUESTIONS, COMMENTS, CONCERNS?
Social Marketing Best Practice Examples
‘You Know Different’
‘You Know Different’ background 5 years
Year 1 Formative research on social marketing, needs of
organizations and focus groups with youth and providers
Built coalition support for pilot campaigns Year 2
Brought in social marketing firm to assist with creative and messaging
Had coalitions in Florida, DC and Bronx, NY Launched 2 week campaigns in each area. Created website, posters, palm cards and stickers
‘You Know Different’ background Year 3
Expanded pilot campaigns to St. Louis, MO/Eastern IL, Memphis, TN, Ft Worth, TX
Introduced two new images Introduced bracelets Experienced stigma & homophobia
Year 4 Made campaign available nationwide
Year 5 Introduced new image Introduced webinars Introduced Facebook campaign
YKD Images
Organizational LevelOutcomes
Community Level Outcomes
Individual OutcomesOutputsCore Elements
Increase in the numberOf youth who
Know their HIVserostatus
Community Mobilization
OrganizationalTraining
SocialMarketing
Youth HealthAdvisory Council
•Regional coalitiondevelopment
•Assessment of organizational capacity
•Regional CTRS Training
•Diffusion of CTRS Resource Compendium
Design“You Know Different” campaignstrategy and materials
•Recruitment of 5-7Youth
•Convene 1-2 meetingsper year
•Development of peerrecruitment strategy for campaign
Enhanced relationshipsreported among staff ofpartnering CBOs
Increased knowledge of HIV CTS staff in the provision of HIVCTS services to youthIncrease in knowledge of staffin the utilization of social marketing in the promotion ofHIV testing services
•Increased knowledge of HIV CTS staff in provision of HIV CTRS services to youth
•Increase in knowledge and awareness of HIV CTS staff on Issues regarding LGBTQ youthAnd YMSM
Increase in the knowledge ofstaff in utilization of social marketing in thepromotion of HIV Testing services
Increase in the leadershipopportunities for youth ofcolor
Increase in the numberof community HIV testingevents for youth
Increase in the numberof organizational HIV CTS staff trained on issues pertaining to youthand HIV
•Increase youth involvementIn the YKD campaign
•Increase in knowledge andbenefits of targeted HIV testing recruitment methods
•Utilization of social marketing strategy for HIVCTS services
Impacts
Increase in the number ofHIV CTS service providersable to provide culturallyappropriate services to youth
•Increase in organizational capacityto conduct HIV CTS for youth
•Intent to create a “youth friendly” space and services
•Diffusion of HIV CTS Protocol
•Diffusion of CDCCTS Youth Preventioncurriculum
•Increase in # of youth accessing HIV services
Increase inthe number of CTRS service providers whoare able to reachyouth for HIV CTRS services
Increased intent to incorporate youth-specificHIV CTR protocols intoexisting services
The REALtalkDC campaign
Mobile Messaging Cell phones promote
behavior change
Youth can access free testing and condoms on their phones
Txt NW, SW, SE or NE 2 find free clinics and condoms in your area!
Realtalk2 – learn about REALtalkDC events in your area!
REALtalk3 - Play the “Get Real ’bout HIV!” quiz!
REALtalkDC website
REALtalkDC ads
REALtalkDC events
REALtalkDC New Media Campaign MTA testing numbers
increased by 148% during ad campaign.
90% of youth tested who saw campaign materials were motivated by the campaign to get tested.
62.5% of youth tested who saw at least four kinds campaign materials reported that the campaign influenced their decision.
During the five-week campaign, over 4500 text messages sent to REALtalkDC.
QUESTIONS, COMMENTS, CONCERNS?
Activity: Creating A Social Marketing Campaign
QUESTIONS, COMMENTS, CONCERNS?
CONTACT INFORMATION
Carmel Pryor Social Marketing Manager 202.543.0094 [email protected]
Isaiah Webster III Director of Capacity Building 202.543.0094 [email protected]
www.realtalkdc.org www.metroteenaids.org