Beyond ‘social’:<br />Transformative marketing for public health<br />R. Craig Lefebvre, PhD<br />Research Professor<br />...
Harnessing the power of markets and marketing to improve well-being and save lives.<br />
Ensure fair allocation and access to the means of maximizing well-being.<br />
Develop and enhance marketing systems that support consumer well-being.<br />
Social Innovation: a novel solution to a social problem<br /> that is more effective, efficient, sustainable or just <br /...
The Market SystemMarket Players: Delivering & Resourcing Different Functions<br />
Social Marketing<br />
Transformative Marketing<br />Design<br />
So What?<br />
What If We?<br />Were co-creators of value<br />Created places where people could play <br />Designed research to fit the ...
What If We?<br />Focused on creating exchanges<br />Measured how, when and how often we touched people<br />Served people ...
R. Craig Lefebvre, PhD<br />College of Public Health<br />University of South Florida<br />On Social Marketing and Social ...
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Beyond social: Transformative social marketing

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Presentation to the Public Health Capacity and Communication Unit at the European Centre for Disease Prevention and Control. For some text to go with the slides, see 'Co-creating the social marketing discipline and brand' at http://socialmarketing.blogs.com

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  • November, 2007 wrote the blog post “A social marketing manifesto.” talked about the fact that the field had become an echo chamber. Social marketing was becoming this caricature of people doing focus groups and increasing the ‘pros’ and reducing the ‘cons’ to change individual behavior or to sell more products.What as lost was the soul of social marketing (will get back to this point in a minute)And to free that soul is going to take of us thinking a little harder about what we are doing here.
  • The Akan people of Ghana use an Adinkra symbol to represent this same idea and one version of it is similar to the eastern symbol of a heart, and another version is that of a bird with its head turned backwards taking an egg off its back. It symbolizes one taking from the past what is good and bringing it into the present in order to make positive progress through the benevolent use of knowledge. Adinkra symbols are used by the Akan people to express proverbs and other philosophical ideas.Wikipedia
  • Transformative consumer researchDesign thinkingService designAcademic marketing- service-dominant logicSocial technologiesSocial networks
  • What space do we operate in?Some want to say it’s the marketing space… or public health…or the environment…transportation…financial or math &amp; science education.Others that it’s the behavior change space.Some want to say it’s the social change space.It’s the social innovation space …
  • A market is any arrangement in which some people sell a good or service and others buy it (either for money, barter or some other method of exchange). For example, there is a market for shoes and clothes. There are also markets for food, construction supplies, housing permits, legal services, and information. However, for markets to function, they need a range of other players supporting the core buyers and sellers. This total picture is called the “market system.”As the diagram shows, a market (the core function or business activity) needs supporting functions. These functions include:• infrastructure to provide water, electricity, transportation, internet access, and other services;• services that help the business, such as credit, packaging, faxing, and mailing; and• important information, such as competitive prices, international quality standards and research on new production techniques. The market also needs a set of rules and norms that everyone follows. These can be formal laws, such as business regulations or tax rules. Or they can simply be unwritten standards, such as cultural traditions, religious practices or a business association’s by-laws. Different types of actors from government, business and civil society all play different but important roles in any market system.
  • Co-creation – exchange for mutual value [Service-dominant logic model]. Cultivating relationships with other entities – customers, stakeholders – that involve specialized knowledge and skills to develop customized, competitively compelling value propositionsConversations – Doc Searls – markets are conversations markets are relationshipsCommunities – relationships form networks form communitiesMarkets – Doc Searls – “you guys defected from marketing and sided with markets against marketing”. Markets consist pf human beings, not demographic sectors – and not businesses.Intention economy – approach markets with tools of demand that engage and improve the mechanisms of supply (p. 22).
  • People – empathy and insight into their view of the puzzles and possible solutions; relevance to their needs, problems and dreamsRadiating value – value as WE define and experience itEngaging service – active participation in relational exchanges; useful, usable and desirable from the user’s POV; effective, efficient and distinctive from the supplier’s POV. (Designing services with innovative methods)Enhancing experiences – the promotional mix re-imagined; contributing to well-being
  • Dignity – Phil Harvey “I would never be comfortable providing heal to people in ways that suggested they should express gratitude… I found such relationships demeaning, and yes, immoral.” p.18 Let Every Child Be Wanted.Hope – if hope is believing in future possibilities, then our job should be to bring these possibilities into view in a compelling, accessible and relevant way. Design ‘is making hope visible.’ – Brian CollinsLove – Donald Calne –’The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” The most powerful emotional connection…’lovemarks’ – Kevin Roberts, CEO Saatchi &amp; SaatchiTrust –Richard Edelman - The new model, a “trust triangle,” is based on the expectation for companies to act collaboratively to benefit society not just shareholders (What); be transparent about their operations and profit engines (How); and engageusing a range of spokespeople and all forms of media—mainstream, new, social, and owned (Where). Trust is no longer a commodity that is acquired, but rather a benefit that is bestowed.PATTERNS of Change --- Patterns of social marketing change (rhymes, bridges, hooks)
  • Beyond social: Transformative social marketing

    1. 1. Beyond ‘social’:<br />Transformative marketing for public health<br />R. Craig Lefebvre, PhD<br />Research Professor<br />University of South Florida<br />chief maven<br />
    2. 2.
    3. 3.
    4. 4.
    5. 5.
    6. 6. Harnessing the power of markets and marketing to improve well-being and save lives.<br />
    7. 7. Ensure fair allocation and access to the means of maximizing well-being.<br />
    8. 8. Develop and enhance marketing systems that support consumer well-being.<br />
    9. 9.
    10. 10.
    11. 11. Social Innovation: a novel solution to a social problem<br /> that is more effective, efficient, sustainable or just <br />than existing ones.<br />
    12. 12. The Market SystemMarket Players: Delivering & Resourcing Different Functions<br />
    13. 13. Social Marketing<br />
    14. 14.
    15. 15.
    16. 16. Transformative Marketing<br />Design<br />
    17. 17. So What?<br />
    18. 18. What If We?<br />Were co-creators of value<br />Created places where people could play <br />Designed research to fit the puzzle and people <br />Sought empathy and insight into people's motivation and values <br />First assumed that something might be wrong in people’s environment (marketplace)<br />
    19. 19. What If We?<br />Focused on creating exchanges<br />Measured how, when and how often we touched people<br />Served people <br />Offered people new ways to solve problems, meet their needs and reach for their dreams<br />Made sustainability as important as evaluation<br />
    20. 20.
    21. 21. R. Craig Lefebvre, PhD<br />College of Public Health<br />University of South Florida<br />On Social Marketing and Social Change<br />http://socialmarketing.blogs.com<br />

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