Basics of Social Marketing

From Prof Sameer KulkarniFor Chanakya, Mumbai-India

What is Marketing? Marketing is the process of planning and executing

the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (AMA, 2004)

The Concept of Exchange

Two or more parties are involved Each seeks value to satisfy needs Each is willing to offer something of value

to the other

Marketing ….

is a managerial process aims to create voluntary exchanges comprises 4 components often referred to as

the “4 P’s”:productpricingpromotionplace (distribution)

What Is Social Marketing? “The application of marketing technologies

developed in the commercial sector to the solution of social problems where the bottom line is behaviour change.”

It involves “the analysis, planning, execution and evaluation of programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of society.”

From: Andreasen, A.R. (1995) marketing social change - changing Behaviour to promote health, social development, and

the environment. Jssey – bass publishers, san Fransisco, Cal.

The Social Marketing Difference

The objective → Social marketing seeks to influence and change social

behaviours to benefit the target audience and the society.

Can be carried out by anyone. It’s different from education in that its ultimate goal

is to influence behaviour (later in the continuum of change – after inform or change attitudes – slide to follow).

May seek to change values and attitudes as a means of influencing behaviours.

A call to action is essential

The Social Marketing Approach

Social marketers must create an exchange situation. Target audience will perceive the benefits of changing behaviour as

superior to the costs (not always $) involved. Requires adopting a customer orientation – you analyze behaviour

from the point of view of target audiences so you must know about them (not make assumptions).

Recognizes markets are comprised of market segments requiring different marketing strategies to generate desired behaviour change.

Requires research – lots of research – much available at no cost. Requires development of strategy around 4 P’s

Social Marketing Planning Major Steps:

1. Decide what you want to do2. Analyze environment (your own organization's

S&W’s, potential target audiences, competitors or competing behaviours) Understand behaviour of your intended

clients/ targets - identify barriers and benefits to your desired activity from their viewpoint

3. Develop a strategy that utilizes tools shown to be effective in changing behaviour

4. Evaluate the strategy once it has been implemented or during implementation – change might be required

The Four Stages of Behaviour Change…

To adopt a new social behaviour, the target audience evolves through 4 stages:

1. Pre-contemplation stage (need awareness) 2. Contemplation stage (have awareness –

moving to understanding/motivation) 3. Action stage (involvement/input leads to

informed decisions and actions) 4. Maintenance stage (they’re doing it)

Note - can go back & forth through these stages

Remember the Purpose of Social Marketing…

If don’t understand what the target audience wants and how they think, feel, and make decisions, you are unlikely to develop a successful social marketing/behaviour-change program.

The target audience is central to social marketing

Who is the Target Audience?

The target audience can be individuals and/or groups such as families or organizations/sectors (private sector or public sector)

You need to learn/understand the differences then do research to confirm where the you will get the best return on investment (don’t pick the audience that won’t change no matter what, pick the ones that are ready for change – the low-hanging fruit - go after the more difficult ones later)

Scope & Focus of Social Marketing

SM - the domain of government and not-for-profit organisations

Focus on health promotion, road safety, environment protection, and improving citizens’ quality of life

Purpose of Social Marketing

Social marketers are not promoting a particular organisation but rather seeking socially positive benefit and prevention of social harm caused by human behaviour

Goals ,Tools and Process of SM SM: Govt. and non-profit sectors,

Goals: to influence social behaviour: driving, purchasing, donating, voting, protecting the environment, preserving health

Tools: communication, information, persuasion techniques and theory

Process for campaigns: 1. situation analysis, research to identify publics, problems, opportunities 2. strategic plan 3. action and communication 4. evaluation 5. follow-up

Origin of SM & PR

Social Marketing father: marketing = confusing identity with the

commercial sector, extensive use of market research and advertising

mother: social justice = positive reputation

Public relations father: journalism and media studies = spin,

manipulation of public opinion, mother: management, (CSR) = recognition as a partner

of the dominant coalition

Line of Difference: PR & SM

Kotler & Andreasen (1966) argue that: PR seeks to influence attitudes, whereas marketing tries

to influence specific behaviours PR is organisation- centred instead of audience-

centred PR relies on communication approaches: raising

awareness and influencing attitudes

Social marketers are involved in actually creating benefits and providing services to consumers as a way to influence behaviour

Confusion with CSR

Corporations sometimes initiate SM campaigns as part of CSR programme but the goal is the business bottom line through improved image. Success is not measured in social change

Example: Dove’s “real beauty” campaign promoting sales of cosmetics

Social marketers goal for a similar campaign would be: reducing anorexia

What is a Social Marketing Plan? “A written document containing the

guidelines for the organizations social marketing programs and allocations over the planning period”.

Social Marketing Plan

I. Executive Summary II. Strategic Analysis

Situation Target audiences – barriers and benefits of the desired

behaviour Competitors/competing behaviours Organizations current/past strategies Organizations internal strengths and weaknesses (SW of

SWOT) External environment (OT of SWOT) Partners (potential or pre-determined) PEST (political, economic, social, technological)

Strategic Gap Identification

Social Marketing Plan III. Mission and Objectives, Goals IV. Strategy and Plans

Segmenting markets and selecting target audience(s) Product strategy Pricing strategy Promotion strategy Place (distribution) strategy

V. Action Plans – we won’t cover this today BUT you will see how they are developed based on all the info you’re collecting (they’re a next logical step)

VI. Evaluation VII. Budget

Challenges to SM

In commercial marketing the target audience makes a trade, or exchange, between benefits and costs

In SM it can be hard to portray the benefits, and costs are usually very high

Inspired by commercial marketing SM relies heavily on advertising

Therefore SM campaigns are short term and not enough to sustain the behavioural change

Social Marketers are not usually communication experts

How PR Can Support SM ?

PR is not just about media relations and raising awareness

From early childhood it developed expertise and theory in fundraising, lobbying, community relations, employee relations, and other functions

Andreasen’s 21st Century SM recently “discovered” them and called them “upstream interventions” essential success of SM campaigns

How PR Can Support SM ? In education, PR is well set, almost global in

education and practice; SM is still new and marginal

In professional terms, PR is stronger but both face challenges

In theoretical literature and research PR is better established than SM

In professional reputation, PR is a disaster whereas SM enjoys positive association with social justice

Future Trends in SM

Andreasen (2006, p. 11): “next level” of SM: to be able to influence “legislators, foundation officers, TV news directors, or members of street gangs?”

“do we need new concepts and tools, new kinds of education and training? New research? Or new measures of success to permit effective diffusion of social marketing into these new contexts?”

Future Trends in SM

The future needs greater equity & eco-justice Given government cuts, shortfall likely to need

an enterprise framework & new funding sources Social marketing growing and becoming more

essential Building partnership with PR will increase SM’s

effectiveness and empower PR practice and body of knowledge

Assurance of Outcome, How?

When aiming at social change PR practice and campaigns should include SM approaches: greater focus on audience and behaviour outcomes

SM included in PR syllabus PR included in SM academic education and

training courses for executives Social marketers rely more on PR services

Thank You!

SOCIAL MARKETING