The document outlines the principles and strategies of social marketing, emphasizing the importance of understanding the target audience and their barriers to behavior change. It details the steps in developing a social marketing plan, including defining problems, analyzing audience segments, setting objectives, and evaluating outcomes. Additionally, it highlights the significance of implementing effective communication and distribution strategies to encourage adoption of desired behaviors within the community.

1. #Penny Hutabarat
SEGMENTATION
#5

2. Principles of Social Marketing
• Know your AUDIENCE (really!) and put
them at the center of every decision you
make.
Pemasaran sosial harus dimulai dan berujung pada
target audience. Kita juga perlu memahami mengapa
audience tidak melakukan apa yang kita inginkan
untuk mereka lakukan lewat Kampanye Pemasaran
Sosial. Kita harus memperhatikan apa hambatan dan
penghalang yang muncul.
• It’s about ACTION
Proses untuk meningkatkan kesadaran, mengubah
perilaku, dan memperkuat pengetahuan sangat
berharga bila mengarah pada tindakan/ Action. Be
clear in what you want your audience to do.

3. Principles of Social Marketing
• There must be an ECHANGE!
Apabila kita ingin mengubah perilaku target audience (apakah
untuk menghentikan perbuatan yg tidak baik, memodifikasi
perilaku lama maupun menerima sebuah perilaku baru), kita
harus dapat menawarkan sesuatu yang sangat menarik (very
appealing) pada target audience.
Dalam commercial marketing , misalnya, ada tangible
exchanges (beli 2 gratis 1) dan intangible exchanges (dengan
minum Pepsi, kamu juga menerima atau menampilkan semua
yang berhubungan dengan image dari brand tsb)
Sedangkan dalam Social Marketing, kita harus memahami
target audience kita dengan baik. Untuk mengenali apa yang
akan memotivasi mereka untu kmelakukan perubahan dalam
hidu pmereka. Apa benefit yang dapat kita tawarkan untuk
membantu target audience hidup lebih baik? Bagaimana
membuat mereka terbantu atau termudahkan untuk melakukan
perubahan?

4. Principles of Social Marketing
• COMPETITION always exists.
Target audience kita dapat selalu memilih melakukan hal
atau opsi lainnya.
• Keep “THE FOUR P’s” of Marketing and
policy, in mind.
Pemasaran sosial perlu merancang kan rencana
pemasaran dan distribusi yang detail dan menyesuaikan
dana pemasaran yang memadai untuk pencapaian target.
Begitupula sistem monitoring, metode evaluasi, dan
performance indicators harus dijalankan. Pencapaian
sangat penting untuk dapat terukur.

5. Audience Analysis &
Segmentation
• Choose most important audience!
• Analyse those who have adopted the
behavior and those who have not :
- Demographic data
- Needs, benefits
- Barriers
- Influencers
- Media habits
- Membership
- Segmentation

6. Distribution Channels
• Zero – Level Channel : Change Agent 
Adopter
• One-Level Channel : Change Agent 
Retailer  Adopter
• Two – Level Channel : Change Agent 
Distributor  Retailer  Adopter
• Three-Level Channe; : Change Agent 
Distributor  Whole Saler  Retailer 
Adopter

7. Analyzing the Behavior of
Target Adopters
• Inti dari social marketing campaign 
individu, grup dan populasi yang menjadi
tujuan dan target dari kampanye perubahan
sosial tsb.
• Mereka disebut Target Adopters  specific
people whose acceptance and adoption of a
social product will fulfill the objectives of the
campaign.
• Meng-adopsi gagasan dan ide baru berarti :
mengadopsi atau memodifikasi belief
(keyakinan), an attitude (sikap), a value
(nilai).

8. Analyzing the Behavior
of Target Adopters
• Contoh :
- Target adopter telah meng-adopsi belief bila
ia berkata “ Saya percaya bahwa merokok itu
berbahaya bagi kesehatan saya”. Keyakinan
ini kemudian dikonversi ke dalam sikap ketika
target adopter mengatakan “ Saya percaya
merokok berbahay bagi kesehatan saya dan
saya mau berhenti merokok”.
- Sikap tsb kemudian akan menjadi Value,
ketika target adopter mengatakan “Saya
percaya merokok itu berbahaya bagi
kesehatan setiap orang dan setiap perokok
harus berhenti merokok”.

9. Adoption Process
• Social marketers can think of their task as
converting a nonbelief into a belief, a belief
into an attitude, or an attitude into a value
• Social marketers meng-identifikasi 4 tipe
model bagaimana target adopters dapat
sampai pada final decision untuk mengadopsi
ide, perilaku atau tangible product.
• Model tsb antara lain : (1) Learn-Feel-Do ;
(2) Do-Feel-Learn ; (3) Learn-Do-Feel ; (4)
Multipath

10. Analyzing the Behavior
of Target Adopters
The “do-feel-learn”
Adoption Process
The “learn-feel-do”
Adoption Process
The “learn-do-feel”
Adoption Process
The not logically
possible quandrant
High
Low
I
n
v
o
l
v
e
m
e
n
t
High
Conditions for Selecting Adoption Process Models
Source : Constructed from M.L. Ray, Advertising &
Communications Management (Englewood Cliffs, N.J.: Prentice Hall ,1982)

12. #PennyHutabarat
Social Marketing PLAN
#6

13. • Social marketing is not……..
> just advertising
> just communications
> an image campaign
> ‘expert’ driven
> done in a vacuum
> a quick process

14. Steps in Social Marketing PLAN
• Where are we?
• Where do we want to go?
• How will we get there?
• How will we stay on track?

15. Steps in Social Marketing PLAN
1. Define the problem
2. Select and analyse target audience
3. Set objectives, goals
4. Product, price, plae, promotion
5. Evaliation plan
6. Implementation plan

16. Step 1 : Define the Problem
• Review data sources, literature
• Determine campaign purpose
- what actions/ behaviour change could
reduce the problem)
- who must act to solve the problem?
• SWOT Analysis
• Review current and past efforts

17. Step 2 : Select/ Analyze Target
Audience
• Formative research
• Collect ad analyze demographic,
socioeconomic, cultur, behavioural data on
target audience
• Segment audience
• Select target audience (s) – size, reachability,
readiness
• Competition
- curent knowledge, beliefs and behaviours
- perceived benefits and barrierst to action.

18. Step 3 : Set goals and objectives
• What do you want audience to do
- Will achieving this goal impact the
problem?
• Behavioural objectives, quantifiable
- feasible?

19. Step 4 : Apply Marketing Principles
• Product
- behaviour, service being exchanged with
audience for a price and benefit
- Must compete successfully against benefit
of current behaviour.
• Price
- Cost to the target audience of changing
(financial, time, effort, lifestyle, etc)

20. Step 4 : Apply Marketing Principles
• Place
- Channels where products, programs are
available
- Make accessible, move programs/ product
to places audience frequents
• Promotion
- Communication with audience about
product/ program, price and place.
- Advertising, media relations, events, direct
mail, entertainmen, personal selling.

21. Step 4 : Apply Marketing Principles
5th “P”
• Politics
- Stimulate policy that influences voluntary
behaviour change (system and
environmental change)

22. Step 5 : Evaluation Plan
• Based on goals and objectives
• What will be measured
- Process (assess,emt pf campaign elements
and execution)
- Outcome (impact)
• How it will be measured
• When will it be measured
• How results will be reported

23. Step 6 : Implementation Plan
• who will do what, when, how (how much)

24. Elements of Successful Campaigns
-Use what has been done before
-Start with target group most ready for action
-Promoto single, doable behavior (clear, simple, terms)
-Address perceived benefits and costs
-Make access easy
-Develop attention-getting, motivational messages
-Use appropriate media (exploit audience participation)
-Make it easy and convenient for action (fun, easy, popular)
-Allocate resources for effective reach
-Allocate resource for research
-Track results, adjust

26. #PennyHutabarat
Developing
The Social Marketing PLAN
#7

27. Parts of the Plan
• Marketing Plan has several parts :
- an executive summary
- assessment of the current social marketing
situation
- identification of opportunities and threats
- objectives for the social product
- proposed social marketing strategies
- action programs
- budgets and controls

28. an executive summary
 brief summary of the principal goals and
recommendations in the plan.
 the executive summary is useful to the staff of the
social marketing campaign, as well as to influence
groups and benefactors, because it allows them to
grasp its main thrust quickly.

29. assessment of the current social
marketing situation
- a scan of the environment
- the profile of the target adopters
- a review of the social product (is an inventory of
the social product’s past performance and its
impact on target-adopter markets.
- an assessment of alternative sources that could
satisfy the target adopter’s needs

30. identification of strength , weaknesses,
opportunities and threats
- the plan also includes an assessment of
opportunities and threats among which priorities
must be set.
- Social marketers will take advantage of the highest
priorities.
Objectives for the social product
- Specific, measurable, and attainable social marketing
objectives for the social product.
- Changing a habit is not easy and takes time. The
change must be accomplish in stages.

31.  The plan will include the social marketing strategy, that
is the mix of methods and tools by which the campaign
seeks to achieve its objectives. This strategic mix consists
of three components :
1. Target-adopter Segments.
Different segments will have different needs and
require specific marketing efforts.
2. Social Marketing mix.
The strategy defines the social marketing mix for each
target segment. Each substrategy will be explained in
relation to how it will respond to the opportunities,
threats and key issues that the plan identified earlier.
3. Social Marketing budget
The marketing strategy will specify the budgetary
resources that are available to carry out the various
elements and phases of the social change campaign.
Proposed social marketing strategies

32.  Market Research.
 Targetting
 Positioning
- Communication and advertising messaged will be
positioned to fit each target segment. Campaign
themes will be tailored to each segment.
 Communication channels.
- a variety of media channels that will be used.
 Distribution channels
- campaign information will be accessible.
 Publicity
- advertising and informational messages, as well as
promotional events, will be produced that will attract
attention of target adopters.
Social Marketing Mix for Target Consumers

33.  Each action program addresses four questions :
- What will be done for this strategy?
- When will it be done?
- Who will do it?
- How much will it cost?
Action programs

34.  Action plan aim to achieve specific results. For each
targeted activity, cost are estimated.
Budgets
Controls
 the social marketer outlines the means by which
progress will bemonitord.
 typically, the action plan’s objectives and budgets are
broken down into monthly or quarterly portions.
 the results are reviewd each period, and variances are
spotted and interpreted.