tweaked: (social) market segmentation: finding the grooves in knowing what moves
DESCRIPTION
Presented at the seminar-workshop "Preserving and Sharing Local Knowledge of and Indigenous Practices in Coastal Resource Management using Digital Tools" held 17-20 May 2011 at Silliman University. Attended by 30 specialists from around the country.TRANSCRIPT
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(SOCIAL) MARKET SEGMENTATION:
By: Mark Raygan E. Garcia
Finding the Grooves in Knowing what Moves
(Tweaked for the seminar-workshop “Preserving and Sharing Local Knowledge of and Indigenous Practices in Coastal Resource Management using Digital Tools”)
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What is social marketing?
Application of multidisciplinary principles and techniques approach to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individual, groups, organizations or society as a whole.
Definition from ADB’s Knowledge Solutions
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What is market segmentation? It is dividing your (aggregate) market
into sub-groups, in consideration of the following: While they may have the same needs, they
have different views of how their needs can be met.
Factors such as experience, age, culture, socio-economic orientation, comprehension levels, geographic accessibility are among those that influence actions and decisions.
It is a component of social marketing.
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What is (social) market segmentation?
A deliberate and carefully planned attempt at collective change, drawing on an individual appreciation of different factors that affect behavior, actions, and decisions.
A capitalization of varying strengths, weaknesses, limitations, and preferences of your target markets, in achieving a common direction.
An analysis of the part in relation to the whole.
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(Social) Market Segmentation
C
B
C
A
Community vis-à-vis Problem
E
IECD
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Diagram Explained
Triangles = Target markets While different, they hold the same relevance (size)
in relation to the desired overall change Arrows to Triangles = Customized IEC
interventions Manner, form, “pace” of interventions depend on
distinct characteristics (profile) of target markets Horizontal Line = Point of Common
Understanding Build up of ownership; “we”, “ours” mindset
Single Arrow to Hexagon = Collective Change Shared social responsibility; communal
accountabilities
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Market Segmentation Grooves Geographic
Location, Climate (i.e. coastal, upland, urban, rural) Demographic
Gender, Age, Income, Educational Attainment, etc. Psychographic
Attitudes, Interests, , Beliefs, Lifestyle, Personality Behavioristic
Usage / Utilization Rate, Loyalty
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Quick Mental Exercises
Profile 1: Maria 22 years old; elementary graduate Married to a fisherman; with 5 kids Lives in Bario Kalasangan (no electricity)
Issue: Dynamite fishingAssumption: Women hold influence over their husbandsMessage: ?
Channel 1: for Maria? Channel 2: for other stakeholders (elevate discourse)?
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Quick Mental Exercises
Profile 1: Maria 22 years old; elementary graduate Married to a fisherman; with 5 kids Lives in Bario Kalasangan (no electricity)
Issue: Dynamite fishingAssumption: Women hold influence over their husbandsMessage: Alternative fishing methods yield more catch
Channel 1: Radio, “town hall” discussions, community theater
Channel 2: Net, media (elevate discourse; widen reach)
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Quick Mental Exercises
Profile 2: Juan 18 years old; college student Parents are doctors Familiar with the computer and the Net; has Facebook,
etc.
Issue: Dynamite fishingAssumption: Student apathy results from lack of
opportunities of participation Message: ?
Channel: ?
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Quick Mental Exercises
Profile 2: Juan 18 years old; college student Parents are doctors Familiar with the computer and the Net; has Facebook, etc.
Issue: Dynamite fishingAssumption: Student apathy results from lack of
opportunities of participation Message: Marine biodiversity affects living conditions
(CC)
Challenge: Social networks (FB, blogs, , YouTube, websites)
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Social Marketing Moves
Corporate Marketing = Satisfy Shareholders | Social Marketing = Improve Quality of Life
“Exchange Analysis” (cost-benefit analysis) What is there for me? (financial, physical, social) “Price is the cost on barriers the target audience
faces in changing its behavior”. (time, effort, lifestyle, psychological, emotional)
IEC facilitates the process of: promoting (acceptance), preventing (rejection), retaining, replicating behavior
Notes from ADB’s Knowledge Solutions
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Let’s Connect
E-mail [email protected] Website www.smarkideas.com Facebook www.facebook.com/markraygan Twitter www.twitter.com/smark_ideas Slideshare
www.slideshare.net/smarkideas3982
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ADVOCACY MEDIA
By: sMARK_ideas
Achieving Knowledge Replication Through Technology
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TERMS
ADVOCACY An affiliation with an issue/concern based
on: Experience Culture Conscience
MEDIA A tool of expression, communication, and
connection Use of technology
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Media
Broadcast (TV, radio) Print (newspapers, magazines)
NEW / INTERNET MEDIA Social Networks
Facebook, Twitter, YouTube, blogs, forum/dialogue sites, other user-generated programs
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ADOCACY WRITING
Finding an advocacy Creating ACTIVE knowledge (vs.
passive) about that advocacy Something that inspires Something that connects Something that facilitates reflection Something that builds up self-worth Something that suggests inclusion Something that moves people to action
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ADVOCACY WRITING PHASES
Knowledge Generation (3-Face Perspective) Knowledge Consumption (Communication
Tools) Knowledge Replication (Ownership)
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Phase 1
Knowledge Generation (writing) ME Perspective
Appeals to self Personal-driven
THEY Perspective Open-minded & Receptive of others
Audience-inspired
WE Perspective Proactive & Optimistic
Team-oriented
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Phase 2
Knowledge Consumption (communication tools) Facilitating awareness, understanding, and
support Audience Analysis
Accessibility (geographical, technological) Language (content: tone/emotion, dialect,
textual/graphical/video) Lifestyle (relevance, availability, approach) Age (children, teenagers, adults)
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Phase 3
Knowledge Replication (ownership)
Achieving CREDIBILITY / TRUST= Knowledge Generation + Knowledge Consumption
Gauge: Against (personal/org) goals/objectives Answer: “Did it touch them?” Consider:
Increased awareness (inquiries up; debate) Increased support (financial or in kind) Increased partnership Interest to adopt, repeat/replicate
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Logical Progression of Effects Oh, really? REACTION How come? CURIOSITY Hmm… THINKING What can I do?
CONSCIOUSNESS We need to act. ADVOCACY
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Let’s Connect
E-mail [email protected] Website www.smarkideas.com Facebook www.facebook.com/markraygan Twitter www.twitter.com/smark_ideas Slideshare
www.slideshare.net/smarkideas3982