self-directed social marketing: an explorationwsmconference.com/wsm2017/05 day 2 breakouts/studio...

Omeira & Bezençon Self-Directed Social Marketing 17.05.2017

SELF-DIRECTED SOCIAL

MARKETING: AN EXPLORATIONMansour Omeira & Valéry Bezençon

Faculty of Economics and Business

University of Neuchâtel


SOCIAL MARKETING IS NOT (ONLY)

WHAT SOCIAL MARKETERS DO

Social marketers

InputsIntended

beneficiariesOutputs

Society at large

Outcomes

Social marketers

InputsIntended


Social Marketing Process

Traditional Social Marketing Approach

I

M

P

A

C

T


INTENDED BENEFICIARIES ENGAGE IN

SELF-DIRECTED SOCIAL MARKETING

Social marketers

InputsIntended


Society at large

Outcomes

External

change agents

Internal

change agents

Other-Directed

Social Marketing

(ODSM)

Self-Directed

Social Marketing

(SDSM)

I

M

P

A

C

T


SELF-DIRECTED SOCIAL MARKETING

CAPTURES CITIZEN AGENCY

– Self-directed social marketing is social marketing…

– … Directed at oneself

– … Directed by oneself

– It violates the separability assumption

– that social marketers (‘us’) and the intended beneficiaries (‘them’)

are mutually exclusive groups

– It may be

– Conscious (e.g. conscious goal-setting and goal-striving)

– Unconscious (e.g. behavior changes without premeditation)

– It is possible to engage in it

– Individually

– Collectively

– It may be embraced by people who do not wish to be

influenced (‘manipulated’, ‘helped’…)“Smoking is personal, and quitting it will be too”

“My friend and I decided to quit ... and go on vacation with the money [saved]; 6 months later we went to Amsterdam.”


HOW CITIZENS ACTIVELY SHAPE THEIR

SITUATIONS: THE SDSM CYCLE

Person

Experienced situation

Behavior

Objective situation

Decision-

making

regarding

behavior

maintenance or

change occurs

here (Rauthmann et al. 2014)

What? Who?

Where? When?

Why?

Seeking new or repeated exposure to certain situations; avoiding certain

situations; replacing particular situations; transforming specific situations

(transforming their objective characteristics, transforming their meaning)

“I changed my circle of friends ... [there were] fewer smokers [around], I went out less during breaks [at work] ... in the end I no longer had the urge to smoke.”


THE DIRECT INFLUENCE OF ODSM IS ON

THE OBJECTIVE SITUATION

Person

Experienced situation

Behavior

Objective situation

Social marketing offerings

‘Stimulus’

‘Response’

“like being trapped in the body of an old person”


CONCEPTUAL IMPLICATIONS

Concept Implications

Behavioral influence Other-directed social marketing

influences behavior only indirectly

Social marketing

offerings

When properly delivered, offerings

become integrated in the objective

situation that intended beneficiaries

face

Competition The offerings are a tiny subset of the

vast array of elements competing for

beneficiaries’ dispositions. SDSM can

proceed without any ODSM.

Experience The intended beneficiaries experience

the altered objective situation, each in

their own way

Behavior According to how they experience the

situation, the intended beneficiaries may

adapt their behavior


PRACTICAL IMPLICATIONS


Research Take the intended audience SDSM

cycle as starting point, identify and

analyze relevant situations, (objective

and experienced), and assess how to

influence them as basis for designing

the offerings

Segmentation and

targeting

Consider the segmentation and

targeting of situations, possibly in

combination with behaviors and/or

persons

Behavioral objectives Set-up an enabling framework for the

intended beneficiaries to self-commit

to the behavioral objectives

Monitoring and

evaluation

Consider introducing measures to

support introspection and self-

monitoring by the intended

beneficiaries


ACCOUNTABILITY IMPLICATIONS

Inputs

Nature Resources

Source Ecosystem

(including

society at large)

Evaluator of

value

Social marketers

Outputs

Offerings

Social marketers

Intended

beneficiaries

Outcomes

Influenced

behaviors

Intended

beneficiaries

Society at large

Impact

Consequencesof influenced behaviors

Ecosystem

(including

society at large)

Society at large

Other-Directed

Social

Marketing

Self-Directed

Social

Marketing


DEFINITIONAL IMPLICATIONS


Social value

creation

Social marketing is concerned with the

provision of offerings that have value for the

intended beneficiaries and influence their

behaviors in ways that have value for them and

for society at large – an update of the key social

marketing principle (French & Russell-Bennett 2015)

ODSM does not create value: it facilitates value

creation: (1) Value is always uniquely determined

by the beneficiary (Vargo & Lusch 2016), and (2) Value is

experiential and situated (Grönroos & Voima 2013)

Citizen

orientation

Beyond the study of the intended beneficiaries,

SDSM is about citizen agency, the basis of

democracy. In contrast, commercial marketing

caters to customers and acts on their behalf,

ultimately in the interest of commercial interests(Firat & Dholakia 2006).


REFERENCES

– Firat, A. F., & Dholakia, N. (2006). Does marketing need to transcend

modernity?. Does Marketing Need Reform?: Fresh Perspectives on the

Future, 126.

– French, J., & Russell-Bennett, R. (2015). A hierarchical model of social

marketing. Journal of Social Marketing, 5(2), 139-159.

– Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of

value creation and co-creation. Journal of the Academy of Marketing

Science, 41(2), 133-150.

– Rauthmann, J. F., Gallardo-Pujol, D., Guillaume, E. M., Todd, E., Nave,

C. S., Sherman, R. A., ... & Funder, D. C. (2014). The Situational Eight

DIAMONDS: A taxonomy of major dimensions of situation

characteristics. Journal of Personality and Social Psychology, 107(4),

677.

– Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an

extension and update of service-dominant logic. Journal of the Academy

of Marketing Science, 44(1), 5-23.


THANK YOU!

– Mansour Omeira

PhD Candidate in Management


[email protected]

– Valéry Bezençon

Professor of Marketing


[email protected]

mailto:[email protected]

mailto:[email protected]

self-directed social marketing: an explorationwsmconference.com/wsm2017/05 day 2 breakouts/studio...

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