SOCIAL MARKETING

Agenda

Welcome Background Information Ground Rules Parking Lot Introductions & Expectations Discussion of Social Marketing Q&A

Course Objective

Review the principles of social marketing.

Review the implementation of a social marketing campaign.

Obtain a better understanding of social marketing.

Intros & Expectations

Your name Organization or agency An expectation Social marketing campaign that

have influenced your behavior? Why did it work?

Social Marketing

What is social marketing? What is cause marketing? Have you conducted a social

marketing campaign? What activities would you include in

a social marketing campaign?

What is social marketing?

The systematic application of marketing to the solution of social and health problems.

Encourages people to adopt healthier behaviors.

Influences behaviors and policy. Influences media through

campaigns. 1950s — Planned Social Change.

Social Marketing

Sells a behavior change Accept new behavior Reject a potential behavior Modify a current behavior Abandon an old behavior

Social Marketing is not

Just advertising Driven by a political agenda Media outreach or promotions Using fear tactics One way communication

Campaigns should:

Create awareness Educate and inform Remind Call to think Call to act

Social Marketing

What makes social marketing more difficult than traditional marketing?

Social Marketing

Social Marketing vs. Traditional Marketing Changing difficult behaviors Target groups are challenging to

reach Tough economic times Tough social and political climates Consumer involvement more intense Limited resources and funding Improve quality of life

Social Marketing Steps

Consumer orientation / analysis Exchange (awareness / education) Research: surveys, focus groups, etc. Market segmentation Long-term planning Evaluation ID strategies

Consumer Orientation

Active participants Trust Ongoing input Never ask:

What is wrong with these people, why don’t they understand? (PH) But instead ask:

What is wrong with us? What don’t we understand about our target

Exchange

Voluntary behavior offering what people want

Motivation to become involved: Goods for money Education in return for fees Vote in return for an issue Change in behavior = Peace of mind

Formative Research

Understanding target audience: Wants, needs, behaviors and attitudes Perceptions Knowledge Motivation Hopes Fears Delivery channels

Long-term planning

Long-term outlook Strategic, rather than tactical

Strategy – planning Tactical - doing

Starts and ends with research/analysis Research: problem, objectives, strategy

Competition

Inertia (exercising) Alternative behaviors (donating blood) Feeling of hopelessness Unhealthful or unsocial behaviors (T & A)

Barriers

What are some of the barriers that would prevent your audience from changing behaviors?

Branding

Brand strategy to create a relationship: Credible Memorable Compelling Relevant Multi-dimensional Loyalty

7Ps Model

Producer (source of the promotion) Purchaser (target audience) Product (what’s being sold) Price (time, effort, changes) Place Promotion (be creative – (ex) Take 2) Probing (evaluation and feedback)

Social Marketing Concepts

Audience participation Multi-channel approach:

Advertising / Earned Media Multi / Social media / Blogs Community relations Outreach / Guerilla / POS / Brand Ambassadors Collateral: Posters, wallet cards, etc. WOM-Viral / Buzz Experiential – What does it feel like…

Focus Groups

Test materials or ideas Gather information Risk taking behaviors What influences thoughts Barriers Messaging channels

Segmentation

Age Gender Ethnicity Occupation / Income Literacy Values / Lifestyles

Stages of Change

Pre-contemplation: no intention to change behavior in the near future.

Contemplation: people aware that problem exists and thinking about changing.

Preparation: combines intention and behavioral criteria. Individuals will take action in next month.

Action: individuals modify behavior, experiences, or environment to overcome problems.

Maintenance: people work to prevent relapse and consolidate the gains attained during action.

Collateral

Preparing materials: Vivid, clear and brief Simple and easy to read Culturally sensitive Photos and graphics Transcreate, don’t just translate

Activity

Let’s break into groups of 3 or 4. Design a brochure or pamphlet. Purpose of your document. Info to go into your document. Types of graphics, photos, colors,

logo. You will have 30 minutes. Be prepared to share out.

Why Evaluation?

Programs can be improved Determine knowledge, attitudes,

changes in behavior Campaign can be improved Funder want to see results and

impact

Evaluation & Monitoring

Key steps: What will be measured? How will it be measured? When will it be measured? How will results be used?

Evaluation & Monitoring

Outcome: Changes in behavior, knowledge,

beliefs, campaign awareness and responses.

Processes (activities): Changes in policy, media coverage,

distribution of collateral, promo items, campaign implementation and participation

Surveys

Direct Mail Telephone Key informant / Face 2 Face Online – Survey Monkey Poll Daddy Others? / What works for you?

Activity: Planning a campaign

Break into 4 or 5 groups Each group will be given a campaign

to design, target audience, etc. Each group will work together to

plan a campaign. You will have 30 minutes. Be prepared to share out.

Sample Campaigns

Remember…know your target

What do they know? What stage of change are they in? What do they like? What motivates them? What are their barriers?

It’s more important to…

Reach the people that count, than to count the people you reach.

How can you accomplish this and make the funder happy?

Summary

Today we have covered: Overall Steps of Social Marketing Barriers Target Audience 7 Principles Model Segmentation Evaluation

What’s different?

Based on this overview, how is social marketing different from traditional marketing?

What is the biggest change you see between your approaches and social marketing?

Have you already been doing social marketing?

Social Marketing

Questions and Answers

Thank you!

For more information please contact: Mikael Wagner at Promotions West 415.255.0800 bmikael@promotionswest.com www.promotionswest.com