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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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  • 1. Social marketing campaigns
    International Project Week - Nordhausen
  • 2. Today
    Getting to know each other
    The project
    Social marketing
  • 3. Nice to meet you….
    WindesheimNew media / InternetMassCommunicationImre& Nynke 1969 Catapult Running Educational SciencesHellendoornMusicbed & breakfast
    Twitter: igorterhalle
  • 4. Introduce yourself….
    Name, study, hobby ….
    Why did you chose this project?
  • 5. 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…
  • 6. “Bad habits are like a comfortable bed, easy to get into, but hard to get out of”
  • 7. 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?
  • 8. 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?
  • 9. 1. What subject did you chose?
    2. What’s your organization? Who will be contracting you?
  • 10. Social marketing…
  • 11. 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….
  • 12. 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…?
  • 13. 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
  • 14. 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
  • 15. 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!
  • 16. The social marketing mix: compare with the marketing mix
    The Senseo case
    Research: trends & patterns
    Easy (technology)
    Coffee not fancy
    Product; senseo
    Partnership DE; coffee pads
    Price: in between cheap and expensive
  • 17. The social marketing mix: compare with the marketing mix
    Place; distribution (where can we buy this?); compare with nespresso
  • 18. + 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!
  • 19. 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)
  • 20. Behavioural interventions
    Understanding understanding what considering range of the key influences are options forthe behavior action
    Patterns &trends
    Behavioral theory
    What they do
    Patterns& trends
    Why they do it
    Integrated theory framework
    Options and mix
    4 primary components
  • 21. From analysis to evaluation
  • 22. 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
  • 23. 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.
    • 24. 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
    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?
  • 25. 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….
    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…
  • 26. What to do? Focus
    Identify and choose from the vast number of potential options to contribute to the plan’s purpose.
    Behavior change potential
    Market supply
    Organizational match
    Funding sources and appeal
  • 27. Example
    Assignment 3:
    Focusyourcampaign and motivatethe criteria you have used….
  • 28. Step 2: Situation analysis
  • 29. Situation analysis
    Quickaudit of internal factors (strenght and weaknesses) and externalforces/developments (opportunities and threats)
    SWOT analysis
  • 30. Micro environment – internal factors
    Available resources
    Service delivery capabilities (distribution channels)
    Management support
    Issue priority
    Internal publics
    Current alliances and partners
    Past performance ….
  • 31. Macro environment – external forces
    Cultural forces
    Technological forces
    Demographic forces
    Natural forces
    Economic forces
    Political / legal forces
    External publics
  • 32. SWOT
  • 33. 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
  • 34. Opportunities (external)
    Are ourweaknesses a barrierformakinguse of these opportunities?
    There are possibilities, but we don’tknowwhether we cangrabthem
    Weak-nesses (internal)
    Opportunities versus weaknesses
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. Need help?