Change for Good:Using Social Marketing to Make a Difference    Nedra Weinreich
Starbucks
Immunizations
Coercion                                                             do it because                                        ...
Social Marketing
Truth Campaign
The TenCommandments of Social Marketing
1. Talk with your audience.
…andlisten!Photo Credit: http://www.flickr.com/photos/niclindh/1389750548/
2. Segment your audience.Photo Credit: http://flickr.com/photos/salerie/2424048224/
There is no such    thing as“marketing to the general public.”
Which segments to choose?
Most Likely Segments          Targets of             Risk         Targets of        Opportunity
3. Position your product.
What is the specific   behavior?
Find the benefits that click.
Make it fun!
4. Make it easy.
5. Go to where your audience is.Credit: http://flickr.com/photos/nertzy/29885842/
Aperture           Right           Time           Right           Place           Right           Message
6. Use a variety of approaches.                       Created by b2b Contact Marketing Ltd.
“This poster is made  of soap. Use it to wash your hands.”
7. Use Models that Work.
Stages of Change Precontemplation  Contemplation   Preparation      Action   Maintenance
8. Test, test, test.http://www.flickr.com/photos/ivt-
9. Build Partnerships with        Key Allies.                 Credit: http://flickr.com/photos/ebolasmallpox/1716084045/
10. See what you can do    better next time.   http://www.flickr.com/photos/tonynewell/3840027061
In thefactory, wemakecosmetics.In thedrugstore,we sellhope.    Charles Revson
Customers                                                        buy for                                                  ...
Questions?Photo: http://www.flickr.com/photos/oberazzi/318947873/
Get in touch!     Nedra Kline Weinreich      Weinreich Communications      www.Social-Marketing.com    weinreich@social-ma...
Using Social Marketing To Create Change For Good
Using Social Marketing To Create Change For Good
Using Social Marketing To Create Change For Good
Using Social Marketing To Create Change For Good
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Using Social Marketing To Create Change For Good

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The webinar will introduce how to apply marketing concepts to health and social issues to move beyond the usual educational approach to changing behaviors.

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Using Social Marketing To Create Change For Good

  1. 1. Change for Good:Using Social Marketing to Make a Difference Nedra Weinreich
  2. 2. Starbucks
  3. 3. Immunizations
  4. 4. Coercion do it because I say so Marketing Education do it because it will do it because help you be the you should person you want to behttp://www.flickr.com/photos/mabi/2086498747
  5. 5. Social Marketing
  6. 6. Truth Campaign
  7. 7. The TenCommandments of Social Marketing
  8. 8. 1. Talk with your audience.
  9. 9. …andlisten!Photo Credit: http://www.flickr.com/photos/niclindh/1389750548/
  10. 10. 2. Segment your audience.Photo Credit: http://flickr.com/photos/salerie/2424048224/
  11. 11. There is no such thing as“marketing to the general public.”
  12. 12. Which segments to choose?
  13. 13. Most Likely Segments Targets of Risk Targets of Opportunity
  14. 14. 3. Position your product.
  15. 15. What is the specific behavior?
  16. 16. Find the benefits that click.
  17. 17. Make it fun!
  18. 18. 4. Make it easy.
  19. 19. 5. Go to where your audience is.Credit: http://flickr.com/photos/nertzy/29885842/
  20. 20. Aperture Right Time Right Place Right Message
  21. 21. 6. Use a variety of approaches. Created by b2b Contact Marketing Ltd.
  22. 22. “This poster is made of soap. Use it to wash your hands.”
  23. 23. 7. Use Models that Work.
  24. 24. Stages of Change Precontemplation Contemplation Preparation Action Maintenance
  25. 25. 8. Test, test, test.http://www.flickr.com/photos/ivt-
  26. 26. 9. Build Partnerships with Key Allies. Credit: http://flickr.com/photos/ebolasmallpox/1716084045/
  27. 27. 10. See what you can do better next time. http://www.flickr.com/photos/tonynewell/3840027061
  28. 28. In thefactory, wemakecosmetics.In thedrugstore,we sellhope. Charles Revson
  29. 29. Customers buy for their reasons, not yours. -Orvel Ray WilsonCredit: http://flickr.com/photos/blampert/2119535732/
  30. 30. Questions?Photo: http://www.flickr.com/photos/oberazzi/318947873/
  31. 31. Get in touch! Nedra Kline Weinreich Weinreich Communications www.Social-Marketing.com weinreich@social-marketing.com Phone 310.286.2721 Twitter @Nedra
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