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Part 1 of course on social marketing. Used for International Project Week of Nordhausen University - april 2010

Part 1 of course on social marketing. Used for International Project Week of Nordhausen University - april 2010

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    Montag Montag Presentation Transcript

    • Social marketing campaigns
      International Project Week - Nordhausen
    • Today
      Getting to know each other
      The project
      Social marketing
    • Nice to meet you….
      WindesheimNew media / InternetMassCommunicationImre& Nynke 1969 Catapult Running Educational SciencesHellendoornMusicbed & breakfast
      Contact:
      E-mail: igorterhalle@gmail.com
      Twitter: igorterhalle
    • Introduce yourself….
      Name, study, hobby ….
      Why did you chose this project?
      Expectations…..
    • This week
      We are going to design a campaign to address a bad habit or (bad / irritating) behavior
      You will work in pairs
      First: choose a subject…
    • “Bad habits are like a comfortable bed, easy to get into, but hard to get out of”
    • Bad habbits….
      How long have you had this bad habit?
      How long have you been trying to break it?
      How many people have told you to stop it?
      How often have they nagged you?
      Why don’t you listen?
    • Irritations
      What behavior (of others) does irritate you?
      Why does it irritate you?
      Why do people perform this behavior?
      Do they know some might think this behavior is annoying?
      Who do they continue performing this behavior?
    • 1. What subject did you chose?
      2. What’s your organization? Who will be contracting you?
    • Social marketing…
      Theory….
    • Social Marketing
      Make pairs of two
      Suppose you want to collect money for an environment project in Nigeria. Some facts: Nigeria’s government is known to be corrupt; the majority of Nigerians live below the poverty line; environmental issues is not their top priority. Still you find it important to start this project, because ….. (think of some reasons)
      How would you convince:
      Your mother/father to donate money
      Your neighbour
      The richest business man/woman in town?
      10 minutes….
    • Short discussion
      Share your thoughts and your three approaches:
      How were they different for each audience? How were they the same?
      Was it easy or difficult to adjust your approach for each audience?
      Are you on your way to becoming social marketers…?
    • What is marketing?
      Humanactivityaimed at fulfillinghumanneeds and wishes through exchange
      Marketing is the socialprocessbywhichidviduals and groupsobtainwhattheyneed and want throuhcreating and exchangingproducts and valuewithothers
      Philip Kotler
    • Social Marketing
      Aimed at influencing behaviour which is voluntary
      In order to achieve a social goal/positive benefit to society
      Uses theories and techniques from marketing
      Systematic approach using planning
      Other instruments are services, policy, regulations
    • Most important features
      Social marketing is about being strategic.
      Pick a crucial issue and a target audience.
      Then, think about the issue from the perspective of your target audience.
      Pretend that their perspective is all that matters.
      Why? Because it is all that matters!
      RESEARCH!!
    • The social marketing mix: compare with the marketing mix
      The Senseo case
      Research: trends & patterns
      Individual
      Quick
      Easy (technology)
      Coffee not fancy
      Product; senseo
      Partnership DE; coffee pads
      Price: in between cheap and expensive
    • The social marketing mix: compare with the marketing mix
      Place; distribution (where can we buy this?); compare with nespresso
      Promotion
    • + about social marketing
      Social marketing recognizes that information alone does not change behaviors
      Social marketing focuses on target audiences, including their needs, wants, and motivators
      Social marketing focuses on making behaviors easy, fun, and popular!
    • Critique on social marketing
      Simplistic assumption that economic theories can be used for understanding, predicting and changing complex behaviors
      Human being as an economic rational; exchange theory
      Important determinants are overlooked
      Too much emphasis on communication tools (leaflet, poster will solve the problem)
    • Behavioural interventions
      Understanding understanding what considering range of the key influences are options forthe behavior action
      Interven-tions
      Behavior
      Patterns &trends
      Behavioral theory
      What they do
      Patterns& trends
      Why they do it
      Integrated theory framework
      Options and mix
      4 primary components
    • From analysis to evaluation
      Analysis
      Plan
      Evaluation
      Implemen-tation
    • 10 steps in strategic marketing process
      Step 1: background, purpose and focus
      Step 2: situationanalysis
      Step 3: target market
      Step 4: objectives and goals
      Step 5: competition; barriers and motivators
      Step 6: positioning
      Step 7: the marketing mix
      Step 8: monitoring and evaluation
      Step 9: budget and resources
      Step 10: implementation
      Montag
      Mit-woch
      Dienstag
    • Step 1: background, purpose and focus
      What is the problem?
      How big is the problem?
      For whom?
      Who is involved in the problem?
      What are the causes and consequences?
      What are the costsinvolved? Etc.
      Assignment 1:
      • Prepareanansweron these quenstions.
      • Presentthemtomorrow in class
    • What to do? Gather background data
      Gather data on the social issue you will be adressing from scientific, epidemiological or other research
      Examples…
      Can you find figures on the increase of obesity?
      Is there an increase in cell phone use during driving?
      Is there a decline in blood donors?
      Etc.
    • What to do? Develop purpose statement
      Develop a purpose statement that reflects the benefit of a succesful campaign. What is the potential impact of your campaign?
      Typical purpose statements should inspire support for the plan
      Don’t need to be long or elaborate….
      Examples:
      Decrease the spread of HIV/AIDS among homosexual Germans
      Improve the water quality in Lake …
      Eliminate the stigma surrounding mental illness
      Assignment 2:
      Develop a purpose statement…
    • What to do? Focus
      Identify and choose from the vast number of potential options to contribute to the plan’s purpose.
      Criteria:
      Behavior change potential
      Market supply
      Organizational match
      Funding sources and appeal
      Impact
    • Example
      Assignment 3:
      Focusyourcampaign and motivatethe criteria you have used….
    • Step 2: Situation analysis
    • Situation analysis
      Quickaudit of internal factors (strenght and weaknesses) and externalforces/developments (opportunities and threats)
      SWOT analysis
    • Micro environment – internal factors
      Available resources
      Service delivery capabilities (distribution channels)
      Management support
      Issue priority
      Internal publics
      Current alliances and partners
      Past performance ….
    • Macro environment – external forces
      Cultural forces
      Technological forces
      Demographic forces
      Natural forces
      Economic forces
      Political / legal forces
      External publics
    • SWOT
    • Opportunities (external)
      Main question:
      Can we deploy these opportunities by using our strengths?
      Strengths (internal)
      Opportunities versus strengths
      Big chance for success, because there are possibilities and we can do something with them
    • Opportunities (external)
      Mainquestion:
      Are ourweaknesses a barrierformakinguse of these opportunities?
      There are possibilities, but we don’tknowwhether we cangrabthem
      Weak-nesses (internal)
      Opportunities versus weaknesses
    • Threats (external)
      Main question
      Can we reduce or eliminate the threats by our strengths?
      Success is threatened, but perhaps we have an answer
      Strengths (internal)
      Threats versus strengths
    • Threats (external)
      Main question
      Are the weaknesses a barrier to reduce or eliminate the threats?
      Big chance of failure.
      Weak-nesses (internal)
      Threats versus weaknesses
      Assignment 4:
      Develop a SWOT analysis
    • Tomorrow
      Presentations (case, background, purpose, focus and environmental analysis
      Step 3- 5:
      Select target market
      Set objectives and goals
      Identify competition, barriers and motivators…
      Feedback / help
    • Need help?