A Global Social Marketing OrganizationSocial Marketing in Public Health Conference19 June 2009

IntroductionThe field of social marketing conceptualized and implemented in early 1970s.19th year of Social Marketing in Public Health Conference.2 global social marketing conferences in 2008.Over a dozen textbooks.Practiced throughout the world.Global thought and practice leaders.List serve, blogs, social networks, websites, wikis

The field of social marketing conceptualized and implemented in early 1970s.

19th year of Social Marketing in Public Health Conference.

2 global social marketing conferences in 2008.

Over a dozen textbooks.

Practiced throughout the world.

Global thought and practice leaders.

List serve, blogs, social networks, websites, wikis

The ProblemA field in search of discipline.Isolated practitioners across the globe.Knowledge hoarding (well-kept secrets).Few professional development venues.Busy practitioners.

The OpportunityOver 3,000 attended conferences in 2008.Over 1,700 list serve subscribers in 38 countries.~500 subscribers to Social Marketing Quarterly.Over 900 subscribers to On Social Marketing and Social Change blog.Large COGs of social marketing practice.Academic infrastructure development.

Over 3,000 attended conferences in 2008.

Over 1,700 list serve subscribers in 38 countries.

~500 subscribers to Social Marketing Quarterly.

Over 900 subscribers to On Social Marketing and Social Change blog.

Large COGs of social marketing practice.

Academic infrastructure development.

Market SWOTLarger base of academic health communication discipline.Communication vs social marketing.Perception by some that social marketing has run its course.National and regional Social Marketing Organizations.Community-based social marketing (environment).One-off social marketing training programs by numerous individuals and organizations.Practitioners and funders looking for education and training resources.

SolutionCollectively solve problems in environment, health and social welfare.Connect people with resources.Build collective sense of identity.Systematically define practice that is replicable.Provide funders and agencies with systematic methods to monitor their portfolios of social marketing projects. Integrate approaches (bridge the silos).Advocate for social marketing approaches to social and health challenges.

Positioning the OrganizationTo busy project managers and staff, the organization is the technical support resource that helps them to achieve more impact better and faster.For program and grant managers, the organization provides the tools to develop their field staff, social marketing protocols across the project life cycle and routines for project monitoring and reporting.

The IDEATo 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.With the purpose to 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

A social marketing ecology Suggested by Craig Lefebvre25 February 2009SocialMarketingOrganizationSponsorshipPresentationsResearch ProjectsLeadership RecognitionInvestorsSupportOfferingsManagement ToolsBrand EnhancementCollective IntelligenceEventsAdvocacyDiscussionsSocial CapitalSense of CommunityLeadership EndorsementsSpeaking EngagementsResearch OpportunitiesDigitalCommunityDevelopment FundingEarly Adopter AdvantageToolsNeedsResearchFeedbackBrand EnhancementExpertiseFeedbackParticipationPublicationsHow-to GuidesUniversitiesExpertsInnovationsCase StudiesParticipationPeer CollaborationEducationCertificationsConsultationsBenchmark DataField LaboratoriesResearch Tools & SupportTrainingInnovationsConsultationReality ChecksNetworkPractitionersSocialImpact

Key ElementsGuidelines for practice that harmonize social marketing practice across contexts, audiences and health and social issuesA research and evidence-base wikiOnline education programsSponsorship and convener of e-conferences, technical forums, podcasts, topical blogsTechnical exchanges and mentoring among experts and peersCurate social marketing and selected health communications journals and publicationsServe as a resource for champions and passionaries to advocate for and educate others on social marketing

Organizing PrinciplesSocial marketing starts from the personal perspectives of the people with whom we work.Social marketing is a well-established professional discipline with a strong academic and practical foundation.Social marketing is a systematic approach to large-scale behavior and social change.Social marketing is a “community of practice” that is open to all disciplines and types of practitioners and can be applied to a range of environmental, public health, and social issues.The development of a professional social marketing organization should be a widely participatory and transparent process.A social marketing organization should represent the views of practitioners, organizations, academics, researchers, donors, policy-makers and others who advocate for, practice, and support the use of social marketing applications to address social problems.

Timeline for SMO Development

Sample Work Group TasksGovernance Structure/By-lawsOperations ManagementRepresentation/MembershipBrand and Identity/Mission or Sacred TextBusiness Plan/FinancialCongress Meeting PlanningFund-raisingIncorporation/LegalOutreach/Professional RelationsMarketing and Public RelationsEducation and TrainingPractice Standards/CredentialingSocial Network PlatformNominations

Globally Connected…Locally Engaged.