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The Convergence of Social Marketing Worlds

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Keynote presentation at the World Social Marketing Conference 2008

Keynote presentation at the World Social Marketing Conference 2008

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The Convergence of Social Marketing Worlds The Convergence of Social Marketing Worlds Presentation Transcript

  • The Convergence of Social Marketing Worlds World Social Marketing Conference 29 September 2008
  • Social Marketing: Common Beginnings?
  • Their Progress
    • Developing World
    • Family planning
    • Infectious diseases
    • Sales
    • Products (Branding)
    • Services (Franchising)
    • Focus on price
    • Developed World
    • Chronic diseases
    • Risk Behaviors
    • Behavior change
    • Communication
    • Focus on barriers
  • The Common Challenges
    • Working towards equity
    • Shifting from individuals to networks and communities
    • Creating comprehensive approaches
    • Developing scalable solutions
    • Achieving sustainability
  • To: Social Marketers
    • You may be heading here.
  • Failure to Engage
    • Research establishment
    • Policy-makers
    • Economists and social scientists
    • Business thought leaders
    Dissemination has been nobody’s job.
  • The Missing Social Market
  • There were markets on the African continent before one colonist set foot on the ground” – George Ayitteh
  • What is Social Marketing?
    • Focused on markets, their wants and needs, aspirations, lifestyle, freedom of choice
    • Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs
    • Designing products, services and behaviors that fit their reality (compatibility)
    • Realigning incentives and costs for products, services and behavior change (relative advantage and risk)
    • Creating equitable opportunities and access (trialability)
    • Communicating change in literate, culturally relevant and ubiquitous ways (communicability)
  • The Social Marketing Idea
    • The Marketing Mix
    • PSB
    • design and features
    • Price
    • incentives and costs
    • Place
    • access and opportunities
    • Promotion
    • communications and experiences
    R. Craig Lefebvre, 2008
    • Products, Services
    • And Behaviors [PSB]
    • Brand
    • Personality
    • Positioning
    • Target Behavior
    • Determinants
    • Context
    • Consequences
    • Relevance
    The Audience BENEFIT
  • The Solution
    • Stop talking about it and start working together as a community.
  • Moving Forward
    • Market creation (aka demand generation, finding consumers)
    • Sustainable markets (aka sustainability, community ownership)
    • Serving the BOP market (aka reducing disparities, equity)
    • Total Market Approach (aka unusual partnerships, large scale change )
  •  
  •  
  • A Global Social Marketing Platform
    • Goal: To continually improve the knowledge base and skill level of people who use social marketing in their professional activities to improve the health and social conditions of people around the world.
    • Purpose: Create a set of experiences for policy-makers; program planners, evaluators and implementers; and partner organizations that provide them with knowledge and tools to utilize social marketing to improve the health of poor and vulnerable populations.
  • Global Social Marketing Platform
    • Guidelines for practice
    • A research and evidence-base wiki
    • Online education programs
    • Sponsor of e-conferences, technical forums, podcasts, topical blogs
    • Technical exchanges and mentoring among experts and peers
    • Curate social marketing and selected health communications journals and publications
    • Serve as a resource for champions and passionaries to advocate for and educate others on social marketing
  •