SOCIAL
MARKETING:
A Powerhouse
for Shifting
Public Opinion
and Norms


2010 California ReLeaf
Network Retreat
August 5, 20...
Clarity

             Social Marketing
             Not Social Media
Textbook Lingo
          “Social marketing is the application of
          commercial marketing technologies to the
      ...
Boiled down…

       Using
       traditional
       marketing tools
       and tricks to
       achieve specific
       b...
The Basics…
         Commercial marketing techniques
         Based on needs of target audience
         Strategic, pla...
Why it matters to you?

         Americans are overwhelmed
         We aren’t listening
         We’re trained to be en...
Oh… and it really works!
Oh… and it really works!
Oh… and it really works!
Oh… and it really works!
Oh… and it really works!
Key Premise….

         We don’t live in a vacuum
         We’re influenced at several
          levels
         Succes...
Social Ecological Model




INDIVIDUAL   RELATIONSHIP   COMMUNITY   SOCIETAL
Key Social Marketing Features

           Behavior is bottom line
           Programs must be cost effective
          ...
What It Is NOT…

         Education alone
         Attitude changes alone
         Social advertising alone
         P...
Commercial vs. Social Marketing
             Commercial                        Social
              Marketing             ...
Challenges
          Limited research, data
          Limited fiscal, time resources
          Limited control over
   ...
Chin up… there’s good news…

         Social marketers have
          right on their side
          ►   Credibility
     ...
Predicated on Audience Benefit

          Enhancing benefits
          Reducing barriers
           ►   Change only occu...
Social Marketer’s Challenge

          Increase benefits
          Reduce costs
          Bring social pressure to bear...
So how
do you
 do it?
Planning Process
       1. Establish Goals and Objectives
       2. Determine Research Needs
       3. Define Desired Beha...
1. Establish Goals and Objectives

          Concrete
          Tied to behavior
          Measurable
          Realis...
2. Determine Research Needs

         What do you know about:
          ►   Problem?
          ►   Audience?
          ► ...
3. Define Desired Behavior Change
          Behavior Change Process:
            Awareness
             Interest
       ...
4. Target Audience Identification
          Identify ALL potential audiences
           ►   Categorize audiences
        ...
Potential Influencers
          Family, Friends      Partners
          Politicians          Educators
          Medi...
5. Message Development

         Benefits not Features
          ►   Fun, Easy, Popular
          ►   Versus: Boring, Dif...
What Matters to Your Audience?

        PERSONS: Does it make their life easier, make
         them look better or make t...
Competing for Attention

         Facts:
          ► The public is exposed to
            2,000-3,000 marketing
         ...
Your Message…
                Simple, Direct, Focused
      Audience – who is your audience?
         WHAT – what does yo...
6. Identify and Recruit Partners

          Who else will benefit from this effort?
          Who can help leverage camp...
7. Create the Plan

          Biggest mistake in planning a social
           marketing campaign – people start
         ...
Build Your Plan

         Review the Market Mix
         Develop Budget
          ►   Consider $s, Time, Skill
         ...
Traditional Marketing Mix
         Product   =   Behavior
         Price     =   Cost of Adopting
         Place     =   D...
Market Mix
        TRADITIONAL
         ►   Product
         ►   Price
         ►   Place
         ►   Promotion
       ...
Tools of the Trade
           Advertising
           Public Relations
           Social Media
           Empowerment
 ...
Marketing Tools
  •Who are you influencing?           •What do you want them to do?

       Tool             Audience or  ...
8. Design Evaluation Methodology

         Plan strategy up front
         Measure and quantify
          behavior chang...
Social Marketing Process

       Listening 
           Planning 
              Pretesting 
                 Implementin...
Steps to a Healthier Salinas
Social Marketing Campaign
Execution: Introduce the Message
       TV
      Radio
   Newspapers
Mobile Advertising
Execution: Material Development
Execution: Local Celebrities
Execution: Advertising
           Newspaper Ads
Execution: Online Banner Ads
Execution: Salinas Californian Inserts
Execution: Radio

        KION-AM
       KDON – FM
       KOCN – FM
   KPRC-FM La Preciosa
       KTOM-FM
      Jammin 97.7
Execution: Movie Ads
Execution: Bus Ads
Execution: Stair Graphics
Execution: Community Art
Execution: Taquerias
Execution: Earned Media

             PSAs
    Television news stories
      Radio news stories
 Special feature news sect...
Media Impact
       3.4 Million
       English television impressions
       1.3 Million
       Spanish television impress...
Social Marketing Outcomes
         12% increase in Latinos reducing weight
          to a healthy level
         21% imp...
In a Nutshell
          Know your audience
          Work strategically with all channels
          Create environments...
Questions and Discussion




              Michael Miller
Brown•Miller Communications
    mike@brownmillerpr.com
Social Marketing: A Powerhouse for Shifting Public Opinion & Norms
Social Marketing: A Powerhouse for Shifting Public Opinion & Norms
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  • One is a tool of the other.
  • ProductSatisfies an identified consumer need (high demand)Satisfies an identified public health need (may be little or no demand)PriceEstablished to cover all costs and generate a profitOften subsidized in order to provide maximum access to low/middle-income consumersPlaceFocuses on cost-efficiency (most profitable channels). Demand-drivenFocuses on access to target group. Required demand-creation activitiesPromotionFocuses on early market saturation then defending market share in competition with other brands.Focuses on early market saturation then uses communication to increase overall market.
  • Publics--Social marketers often have many different audiences that their program has to address in order to be successful. "Publics" refers to both the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program.Partnership--Social and health issues are often so complex that one agency can't make a dent by itself. You need to team up with other organizations in the community to really be effective. You need to figure out which organizations have similar goals to yours--not necessarily the same goals--and identify ways you can work together.Policy--Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they're in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program.Purse Strings--Most organizations that develop social marketing programs operate through funds provided by sources such as foundations, governmental grants or donations. This adds another dimension to the strategy development-namely, where will you get the money to create your program?
  • Social Marketing: A Powerhouse for Shifting Public Opinion & Norms

    1. 1. SOCIAL MARKETING: A Powerhouse for Shifting Public Opinion and Norms 2010 California ReLeaf Network Retreat August 5, 2010 Michael Miller Brown∙Miller Communications, Inc.
    2. 2. Clarity  Social Marketing  Not Social Media
    3. 3. Textbook Lingo “Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society” Kotler and Armstrong ZZZZZZZZ
    4. 4. Boiled down… Using traditional marketing tools and tricks to achieve specific behavioral change for social good.
    5. 5. The Basics…  Commercial marketing techniques  Based on needs of target audience  Strategic, planned execution  Constant evaluation and reshaping  Addresses key influencers  Goal: Behavior change
    6. 6. Why it matters to you?  Americans are overwhelmed  We aren’t listening  We’re trained to be entertained  Social marketing is your ticket to grab attention ► Puts the right message in the right place
    7. 7. Oh… and it really works!
    8. 8. Oh… and it really works!
    9. 9. Oh… and it really works!
    10. 10. Oh… and it really works!
    11. 11. Oh… and it really works!
    12. 12. Key Premise….  We don’t live in a vacuum  We’re influenced at several levels  Successful marketers surrounds their audience with supportive messages
    13. 13. Social Ecological Model INDIVIDUAL RELATIONSHIP COMMUNITY SOCIETAL
    14. 14. Key Social Marketing Features  Behavior is bottom line  Programs must be cost effective  Strategies begin with customer  Interventions are based on marketing mix  Market research is essential  Competition is a given  Efforts are integrated
    15. 15. What It Is NOT…  Education alone  Attitude changes alone  Social advertising alone  Policy advocacy alone  Social influencing alone
    16. 16. Commercial vs. Social Marketing Commercial Social Marketing Marketing  AIM: Sales, Profit, market  Primary aim: Social share, shareholder value Good  GOAL: Immediate, Short  Complex, longer-term Term goals  Clearly defined products  Challenging,  Easily accessible target controversial behaviors audiences  Challenging, high-risk,  Hierarchical decision- hard-to-reach target making audiences  Participatory decision- making
    17. 17. Challenges  Limited research, data  Limited fiscal, time resources  Limited control over timing, communication channels  Limited evaluation capacity  Limited market savvy  Considerable, well-financed and talented opposition
    18. 18. Chin up… there’s good news…  Social marketers have right on their side ► Credibility ► Scientific arguments ► Media access ► Political and community support
    19. 19. Predicated on Audience Benefit  Enhancing benefits  Reducing barriers ► Change only occurs when perceived benefits > perceived costs
    20. 20. Social Marketer’s Challenge  Increase benefits  Reduce costs  Bring social pressure to bear  Increase self-efficacy
    21. 21. So how do you do it?
    22. 22. Planning Process 1. Establish Goals and Objectives 2. Determine Research Needs 3. Define Desired Behavior Change 4. Target Audience Identification 5. Message Development 6. Identify and Recruit Partners 7. Create the Communications Plan 8. Design Evaluation Methodology
    23. 23. 1. Establish Goals and Objectives  Concrete  Tied to behavior  Measurable  Realistic
    24. 24. 2. Determine Research Needs  What do you know about: ► Problem? ► Audience? ► Influencers? ► Competition? ► Available resources? ► Potential Supporters?
    25. 25. 3. Define Desired Behavior Change Behavior Change Process:  Awareness  Interest  Consideration  Understanding  Trial  Success Established Habit
    26. 26. 4. Target Audience Identification  Identify ALL potential audiences ► Categorize audiences • Primary audience • Influencers  Understand Audiences ► Demographics (Who are they?) ► Psychographics (How do they feel? What do they think?) ► Barriers and Motivations ► Determine stage on behavior change process model
    27. 27. Potential Influencers  Family, Friends  Partners  Politicians  Educators  Media  Churches  Retailers  Health  Community Providers  Celebrities  Employers &  Experts co-workers
    28. 28. 5. Message Development  Benefits not Features ► Fun, Easy, Popular ► Versus: Boring, Difficult, Lonely  Make an emotional connection  What do they care about?
    29. 29. What Matters to Your Audience?  PERSONS: Does it make their life easier, make them look better or make them richer?  PARTNERS: Does it help them do their job better or be more successful in what they are trying to accomplish?  POLITICIANS: Does it help the community or government official get re-elected, be more popular or gain additional support?  PRESS: Is it newsworthy, impactful, important?
    30. 30. Competing for Attention  Facts: ► The public is exposed to 2,000-3,000 marketing messages per day ► You have 3-5 seconds to catch their attention ► Your competition are pros at this
    31. 31. Your Message… Simple, Direct, Focused Audience – who is your audience?  WHAT – what does your audience need to know?  WHY – why should they care? Emotional, fiscal, personal price?  ACTION – what should they do with the information, what action do YOU want them to take?
    32. 32. 6. Identify and Recruit Partners  Who else will benefit from this effort?  Who can help leverage campaign resources?  Who can help carry campaign messages? ► Consider private companies, public sector agencies and non-profit organizations ► Look for those with a history of community involvement ► Look for partners whose “customers” are the same as your target audience
    33. 33. 7. Create the Plan  Biggest mistake in planning a social marketing campaign – people start with this step  Steps 1-6 are foundation of plan  Strategies and tactics –how will you communicate with your audiences  All strategies and tactics should help achieve the campaign objectives
    34. 34. Build Your Plan  Review the Market Mix  Develop Budget ► Consider $s, Time, Skill ► Substitute partners where resources are limited
    35. 35. Traditional Marketing Mix Product = Behavior Price = Cost of Adopting Place = Distribution Channels Promotion = Communication
    36. 36. Market Mix  TRADITIONAL ► Product ► Price ► Place ► Promotion  Additional “P”s of Social Marketing ► Partnerships ► Publics ► Policies ► Purse Strings
    37. 37. Tools of the Trade  Advertising  Public Relations  Social Media  Empowerment  Policy  Media Advocacy  Community Outreach and Events  Personal Sales  Partnerships
    38. 38. Marketing Tools •Who are you influencing? •What do you want them to do? Tool Audience or Value Cost Influencer Advertising Blog Brochure Community Event E-Blast E-mails Facebook Fact Sheets
    39. 39. 8. Design Evaluation Methodology  Plan strategy up front  Measure and quantify behavior change  Track over time  Look for trends  Learn from results
    40. 40. Social Marketing Process Listening  Planning  Pretesting  Implementing  Monitoring
    41. 41. Steps to a Healthier Salinas Social Marketing Campaign
    42. 42. Execution: Introduce the Message TV Radio Newspapers Mobile Advertising
    43. 43. Execution: Material Development
    44. 44. Execution: Local Celebrities
    45. 45. Execution: Advertising Newspaper Ads
    46. 46. Execution: Online Banner Ads
    47. 47. Execution: Salinas Californian Inserts
    48. 48. Execution: Radio KION-AM KDON – FM KOCN – FM KPRC-FM La Preciosa KTOM-FM Jammin 97.7
    49. 49. Execution: Movie Ads
    50. 50. Execution: Bus Ads
    51. 51. Execution: Stair Graphics
    52. 52. Execution: Community Art
    53. 53. Execution: Taquerias
    54. 54. Execution: Earned Media PSAs Television news stories Radio news stories Special feature news sections Newspaper stories National coverage Special events opportunities
    55. 55. Media Impact 3.4 Million English television impressions 1.3 Million Spanish television impressions 98,260 English radio impressions 522,144 Spanish radio impressions 4 Million English newspaper impressions 1 Million Spanish newspaper impressions _____________________________________ 80 Average number of times the Value It message was delivered to every resident of Salinas
    56. 56. Social Marketing Outcomes  12% increase in Latinos reducing weight to a healthy level  21% improvement in physical activity  6% increase in Salinas residents with a healthy weight, including 22 percent increase in healthy weight in men  Over 140 city, county and independent company policies implemented to address health factors  Over 150 active business community partnerships
    57. 57. In a Nutshell  Know your audience  Work strategically with all channels  Create environments that facilitate behavior change  Anticipate competition  Continuum of research, execute, evaluate  It works!
    58. 58. Questions and Discussion Michael Miller Brown•Miller Communications mike@brownmillerpr.com
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