Concept to Practice Road testing a definition of social marketing Dr Stephen Dann

In three parts Foundation of the research The History , the Influences and the Academic The Definition Definition and Domain Ongoing development Adaptation and adoption

Foundation of the research

The History , the Influences and the Academic

The Definition

Definition and Domain

Ongoing development

Adaptation and adoption

Foundation

The History 1995 Honours Today 1997 Griffith Uni Social Mktg 1998 PhD 2004 AMA def n 2004 QLD Gov’t Monograph 2007 AMA def n 2008 World Social Marketing Conference 2005 QUT 2006 ANU SMQ “Neutrality” SMQ “Adapt/ Adopt” 1998 Diana & Roadsafety SM & “Direct Benefit” JBR “Definition” Three part

Industry Influences QLD Gov’t Monograph 2004 The 2007 Federal Election Drinkwise Australia Three part

QLD Gov’t Monograph 2004

The 2007 Federal Election

Drinkwise Australia

The Academic Foundations Teaching Social Marketing in the Classroom Research Technology Leximancer 2.25 World Social Marketing Conference Three part

Teaching

Social Marketing in the Classroom

Research Technology

Leximancer 2.25

World Social Marketing Conference

Why a(nother) new definition? Commercial Marketing Definition Changes AMA definition in 2007 CIM (2005) New Social Marketing Definitions in UK/Europe NSMC (2007 ) An answer to Andreasen (2006) Analysis of social marketing self identification Three part

Commercial Marketing Definition Changes

AMA definition in 2007

CIM (2005)

New Social Marketing Definitions in UK/Europe

NSMC (2007 )

An answer to Andreasen (2006)

Analysis of social marketing self identification

The Definition Leximancer Methodology Field test

The definition “ the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal” Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research , doi:10.1016/j.jbusres.2009.02.013

“ the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”

Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research , doi:10.1016/j.jbusres.2009.02.013

Is the definition a ten word answer? Ten-word answers can kill you in political campaigns. They're the tip of the sword. Here's my question: What are the next ten words of your answer? "The West Wing" Game On (2002) http://www.imdb.com/title/tt0745624/quotes

Ten-word answers can kill you in political campaigns. They're the tip of the sword. Here's my question: What are the next ten words of your answer?

"The West Wing" Game On (2002) http://www.imdb.com/title/tt0745624/quotes

The definition “ the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal ” Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research , doi:10.1016/j.jbusres.2009.02.013 Method Field

“ the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal ”

Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research , doi:10.1016/j.jbusres.2009.02.013

Induce a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action Field Test Definition

a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action

Targeted audience Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population Definition Behavioural Competitive Change

Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population

Social goal the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers Definition

the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers

Behavior Change process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience . Definition

process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience .

Behavioural Change Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience , and which results in benefit to the social change campaign’s recipients, partners and the broader society at large Definition

Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience , and which results in benefit to the social change campaign’s recipients, partners and the broader society at large

competitive social marketing offer an alternative product offering that has been developed through the identification or anticipation of a market need for a socially beneficial alternative behavior that satisfies the same needs an individual in the targeted audience is currently meeting through the consumption or use of less socially desirable products. Definition

an alternative product offering that has been developed through the identification or anticipation of a market need for a socially beneficial alternative behavior that satisfies the same needs an individual in the targeted audience is currently meeting through the consumption or use of less socially desirable products.

alternative product offering The broadest understanding of the product concept in commercial marketing to include, but not be limited to physical goods service attitudes specific behaviors Competitive

The broadest understanding of the product concept in commercial marketing to include, but not be limited to

physical goods

service

attitudes

specific behaviors

Benefit Return on social investment where the actual or perceived return exceeds the financial and non financial costs of the social marketing activity downstream benefit: return to the adopter exceeds the total cost of adoption upstream benefit: return to the society exceeds the societal level investment Definition

Return on social investment where the actual or perceived return exceeds the financial and non financial costs of the social marketing activity

downstream benefit: return to the adopter exceeds the total cost of adoption

upstream benefit: return to the society exceeds the societal level investment

The Field Tests Three part

Field Test 1: Drinkwise Australia Campaign development “ Kids absorb your drinking” Positive message as the competitive offering “ You are a role model to your children” Targeted audience selection

Campaign development

“ Kids absorb your drinking”

Positive message as the competitive offering

“ You are a role model to your children”

Targeted audience selection

Field test 2: Teaching 13 weeks, 42 students, three assessment items Mixed definition options 7 to 10 students adopting the definition Able to be recalled within the exam context

13 weeks, 42 students, three assessment items

Mixed definition options

7 to 10 students adopting the definition

Able to be recalled within the exam context

Field Test 3: East Coast Roadshow Six week research interview field trip 30+ interviews “ Marketing as means to translate the intention of policy in actual behavioural change” Reignite the Fire IV

Six week research interview field trip

30+ interviews

“ Marketing as means to translate the intention of policy in actual behavioural change”

Field Test 4: Preventative Health 101 mentions of social marketing 2010 Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing 2013 Implement new phases of comprehensive, sustained social marketing strategy to increase healthy eating and physical activity Future

101 mentions of social marketing

2010

Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing

2013

Implement new phases of comprehensive, sustained social marketing strategy to increase healthy eating and physical activity

Where does a new definition fit into the change agenda? Future

Change Options Government Marketing Political Marketing Social Marketing

Change Options Government Marketing Political Marketing Social Marketing Evidence or ideology? Change or campaign? Compliance or choice?

Change Options Gov’t Political Social Commercial Third sector Future

Next steps Future

Agenda Preventative Health Taskforce Fieldwork Engaging the government Pedagogical development 13 week structure Backwards Compatibility Built on precedent

Preventative Health Taskforce Fieldwork

Engaging the government

Pedagogical development

13 week structure

Backwards Compatibility

Built on precedent

The Future

Questions?

Journal List Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement , Marketing Theory 9(2) 243-256 Dann, S “ Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline ”, Journal of Business Research (2009, in print) doi:10.1016/j.jbusres.2009.02.013 Dann, S. (2008) Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing , Social Marketing Quarterly, 14(2) 1-9, DOI: 10.1080/15245000802034739 Dann, S (2007) “ Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns ” Social Marketing Quarterly 13(1) 54-62, DOI: 10.1080/15245000601158390 Dann, S (2007) "Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss" Monash Business Review, Volume 3, No. 2, July 2007 [Full Paper online at http://www.buseco.monash.edu.au/gsb/mbr/full-papers.php ], DOI: 10.2104/mbr07023 Graham P, and Dann S 1997 "Banning Tobacco Advertising: The Australian Example" Journal of Contemporary Issues in Business and Government 3(2): 11–17

Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement , Marketing Theory 9(2) 243-256

Dann, S “ Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline ”, Journal of Business Research (2009, in print) doi:10.1016/j.jbusres.2009.02.013

Dann, S. (2008) Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing , Social Marketing Quarterly, 14(2) 1-9, DOI: 10.1080/15245000802034739

Dann, S (2007) “ Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns ” Social Marketing Quarterly 13(1) 54-62, DOI: 10.1080/15245000601158390

Dann, S (2007) "Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss" Monash Business Review, Volume 3, No. 2, July 2007 [Full Paper online at http://www.buseco.monash.edu.au/gsb/mbr/full-papers.php ], DOI: 10.2104/mbr07023

Graham P, and Dann S 1997 "Banning Tobacco Advertising: The Australian Example" Journal of Contemporary Issues in Business and Government 3(2): 11–17

Conference List Dann, S. (2008), Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline, World Social Marketing Conference, Brighton and Hove City, England, 29-30 September 2008 Dann, S. (2008) A Leximancer analysis of social marketing definitions versus social marketing literature, Australian and New Zealand Marketing Academy Conference, Sydney, 1-3 December 2008 Dann, S, (2008) Lifestyle Sponsorships: Social Change through sports sponsorship, Sixth Sports Marketing Association Conference, University of Southern Queensland, 16-19 July, Gold Coast Fry, M L and Dann S (2007) "(Near) Enough is (Good) Enough: When to rethink the zero tolerance level in road safety campaigning?" International Nonprofit and Social Marketing Conference 27 – 28 September Brisbane Dann, S. and Fry, M. L. (2006) “When is good enough, near enough? Examinations of “success” in social marketing intervention in road safety” , Australian and New Zealand Marketing Academy Conference, QUT, Dec 4-6. Dann, S. (2006) “Social Marketing in the Age of Direct Benefit and Upstream Marketing” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006 Dann, S. (2006) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social marketing as a hammer, and social marketers as hired guns” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006 Dann, S (2005) " Social change marketing in the age of direct benefit marketing – where to from here?" Social Change in the 21st Century, QUT Carseldine 28 October 2005. Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005. Dann, S & Dann, S (2002) “High–Speed Car Advertising and Road Safety” Australia New Zealand Marketing Academy Conference, December 2 - December 4 Dann, S & Dann, S (1998) "Celebrity Endorsement in Social Campaigns: Attitudes Towards the Use of Diana, Princess of Wales in Road Safety Campaigns", Australia New Zealand Marketing Academy Conference, November 29 - December 2, 1998 Dann, S & Dann, S (1998) "Marketing in the New Media in the Not for Profit Sector", British Academy of Management Conference, Nottingham, 13-16 September Dann, S, Previte, J. & Dann, S (1996) "Social marketing in cyberspace: One step forward or two steps back?", Marketing Educators Group Conference, Academy of Marketing, 1996, Glascow University of Strathclyde (with Susan Dann and Josephine Previte)

Dann, S. (2008), Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline, World Social Marketing Conference, Brighton and Hove City, England, 29-30 September 2008

Dann, S. (2008) A Leximancer analysis of social marketing definitions versus social marketing literature, Australian and New Zealand Marketing Academy Conference, Sydney, 1-3 December 2008

Dann, S, (2008) Lifestyle Sponsorships: Social Change through sports sponsorship, Sixth Sports Marketing Association Conference, University of Southern Queensland, 16-19 July, Gold Coast

Fry, M L and Dann S (2007) "(Near) Enough is (Good) Enough: When to rethink the zero tolerance level in road safety campaigning?" International Nonprofit and Social Marketing Conference 27 – 28 September Brisbane

Dann, S. and Fry, M. L. (2006) “When is good enough, near enough? Examinations of “success” in social marketing intervention in road safety” , Australian and New Zealand Marketing Academy Conference, QUT, Dec 4-6.

Dann, S. (2006) “Social Marketing in the Age of Direct Benefit and Upstream Marketing” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006

Dann, S. (2006) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social marketing as a hammer, and social marketers as hired guns” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006

Dann, S (2005) " Social change marketing in the age of direct benefit marketing – where to from here?" Social Change in the 21st Century, QUT Carseldine 28 October 2005.

Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.

Dann, S & Dann, S (2002) “High–Speed Car Advertising and Road Safety” Australia New Zealand Marketing Academy Conference, December 2 - December 4

Dann, S & Dann, S (1998) "Celebrity Endorsement in Social Campaigns: Attitudes Towards the Use of Diana, Princess of Wales in Road Safety Campaigns", Australia New Zealand Marketing Academy Conference, November 29 - December 2, 1998

Dann, S & Dann, S (1998) "Marketing in the New Media in the Not for Profit Sector", British Academy of Management Conference, Nottingham, 13-16 September

Dann, S, Previte, J. & Dann, S (1996) "Social marketing in cyberspace: One step forward or two steps back?", Marketing Educators Group Conference, Academy of Marketing, 1996, Glascow University of Strathclyde (with Susan Dann and Josephine Previte)

Linked Elements

AMA 2004 an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. History

an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

AMA 2007 the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large Another History

the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

Chartered Institute of Marketing (2005) the management process responsible for identifying, anticipating and satisfying customer requirements profitably Another

the management process responsible for identifying, anticipating and satisfying customer requirements profitably

Method Definition

Commercial marketing Client Customer Partner Society Offerings that have value Create Communicate Deliver Exchange Activity Processes Institution AMA (2007) Customer requirement (Profit) Satisfy (Profit) Identify Anticipate Management Process CIM (2005) Whom Why How Mechanism Definition

Social and commercial marketing Targeted audience achieve behavioral goals achieve social good marketing Systematic application NSMC (2007) Society Target audience. Influence behaviors Create Communicate Deliver value Process Kotler, Lee & Rothschild (2006) Client Customer Partner Society offerings that have value Create Communicate Deliver Exchange Activity Processes Institution AMA (2007) Customer requirements (Profit) Satisfy (Profit) Identify Anticipate Management Process CIM (2005) Market Purpose Method Mechanism Definition

Leximancer Results Leximancer Process 45 definitions of social marketing Results: The Bounding Box 1. Respect the pedigree as part of the marketing discipline 2. Social marketing is a means for behavioral change 3. Voluntary change, either explicitly or through the use of the exchange construct, is a necessary requirement Definition

Leximancer Process

45 definitions of social marketing

Results: The Bounding Box

1. Respect the pedigree as part of the marketing discipline

2. Social marketing is a means for behavioral change

3. Voluntary change, either explicitly or through the use of the exchange construct, is a necessary requirement

Social and commercial marketing Identify Anticipate Satisfy (Profit) Management Process CIM (2005) Create, Communicate Deliver and Exchange Offerings that have value Activity Processes Institution AMA (2007) Other concepts and techniques? achieve specific behavioral goals systematic application of marketing NSMC (2007) Influence target audience behaviors Marketing principles & techniques Kotler, Lee and Rothschild (2006) Voluntary Behavioural focus Marketing Leximancer Results Method Purpose Mechanism Definition

CIM2005 Management process Identify, anticipate, satisfy profitably Customer requirements NSCM2007 Systematic application marketing specific behavioural goals relevant to a social good AMA2007 Activity, process, institution Create, communicate, deliver and exchange Offerings of that have value Clients, customers, partners, society K L &R 2006 Create, communicate, deliver Influence target audience behavior Benefit society Benefit target audience adaptation and adoption of commercial marketing activities, institutions and process Marketing induce behavioural change on a temporary or permanent basis. achieved through the creation, communication, delivery and exchange Behaviour Change Competitive social marketing offering that induces voluntary change Targeted social group Voluntary Self interest satisfaction Return on social investment Social profit Benefit benefit to recipient, partner and society Definition

The Leximancer Process Definition

Leximancer content analysis emulator uses machine learning protocol visualization of common themes related concept groups from textual data Definition

content analysis emulator

uses machine learning protocol

visualization of common themes

related concept groups from textual data

Leximancer results Definition

Leximancer results Definition

Leximancer results Definition

Leximancer results Definition

This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/2.5/au/

This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/2.5/au/