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Concept to Practice Road testing a definition  of social marketing Dr Stephen Dann
In three parts <ul><li>Foundation of the research </li></ul><ul><ul><li>The  History , the  Influences  and the  Academic ...
Foundation
The History 1995 Honours Today 1997 Griffith Uni Social Mktg 1998 PhD 2004 AMA  def n 2004 QLD  Gov’t Monograph 2007 AMA  ...
Industry Influences <ul><li>QLD Gov’t Monograph 2004 </li></ul><ul><li>The 2007 Federal Election </li></ul><ul><li>Drinkwi...
The Academic Foundations <ul><li>Teaching </li></ul><ul><ul><li>Social Marketing in the Classroom </li></ul></ul><ul><li>R...
Why a(nother) new definition? <ul><li>Commercial Marketing Definition Changes </li></ul><ul><ul><li>AMA definition in 2007...
The Definition Leximancer Methodology Field test
The definition <ul><li>“ the adaptation and adoption of commercial marketing activities, institutions and processes as a m...
Is the definition a ten word answer? <ul><li>Ten-word answers can kill you in political campaigns. They're the tip of the ...
The definition <ul><li>“ the adaptation and adoption of commercial marketing activities, institutions and processes as a m...
Induce <ul><li>a social leadership approach which involves the deliberate use of influence and persuasion to move a target...
Targeted audience <ul><li>Use of the customer orientation by targeting social marketing activity on specific, identifiable...
Social goal <ul><li>the objective of the campaign to change or maintain society in accordance with the long term objective...
Behavior Change <ul><li>process of altering, maintaining or encouraging the cessation of a specific activity undertaken by...
Behavioural Change <ul><li>Behavioral change  is achieved through the creation, communication, delivery and exchange of a ...
competitive social marketing   offer <ul><li>an  alternative   product offering   that has been developed through the iden...
alternative   product offering <ul><li>The broadest understanding of the product concept in commercial marketing to includ...
Benefit <ul><li>Return on social investment where the actual or perceived return exceeds the financial and non financial c...
The Field Tests Three part
Field Test 1: Drinkwise Australia <ul><li>Campaign development </li></ul><ul><ul><li>“ Kids absorb your drinking” </li></u...
Field test 2: Teaching <ul><li>13 weeks, 42 students, three assessment items </li></ul><ul><ul><li>Mixed definition option...
Field Test 3: East Coast Roadshow <ul><li>Six week research interview field trip </li></ul><ul><ul><li>30+ interviews </li...
Field Test 4: Preventative Health <ul><li>101 mentions of social marketing </li></ul><ul><li>2010 </li></ul><ul><li>Encour...
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? Compl...
Change Options Gov’t Political Social Commercial Third sector Future
Next steps Future
Agenda <ul><li>Preventative Health Taskforce Fieldwork </li></ul><ul><ul><li>Engaging the government </li></ul></ul><ul><l...
The Future
Questions?
Journal List <ul><li>Hughes, A and Dann, S (2009)  Political Marketing and Stakeholder Engagement , Marketing Theory 9(2) ...
Conference  List <ul><li>Dann, S. (2008), Redefining Social Marketing: Adapting and adopting contemporary commercial marke...
Linked Elements
AMA 2004 <ul><li>an organizational function and a set of processes for creating, communicating and delivering value to cus...
AMA 2007 <ul><li>the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging ...
Chartered Institute  of Marketing (2005) <ul><li>the management process responsible for identifying, anticipating and sati...
Method Definition
Commercial marketing Client Customer Partner Society Offerings that have value  Create Communicate Deliver Exchange Activi...
Social and commercial marketing   Targeted audience achieve behavioral goals achieve social good marketing  Systematic app...
Leximancer Results <ul><li>Leximancer Process </li></ul><ul><ul><li>45 definitions of social marketing </li></ul></ul><ul>...
Social and commercial marketing   Identify Anticipate Satisfy (Profit) Management Process CIM (2005) Create, Communicate D...
CIM2005 Management process Identify, anticipate, satisfy profitably Customer requirements NSCM2007 Systematic application ...
The Leximancer Process Definition
Leximancer <ul><li>content analysis emulator  </li></ul><ul><li>uses machine learning protocol  </li></ul><ul><li>visualiz...
Leximancer results Definition
Leximancer results Definition
Leximancer results Definition
Leximancer results Definition
<ul><li>This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of ...
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“Concept to Practice: Road testing a definition of social marketing in practice.”

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“Concept to Practice: Road testing a definition of social marketing in practice.”. Seminar presentation at QUT AMPR September 4, 2009 as part of the Social Marketing Benchmark Project

The project made possible by funding from the ANU College of Business and Economics

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Transcript of "“Concept to Practice: Road testing a definition of social marketing in practice.”"

  1. 1. Concept to Practice Road testing a definition of social marketing Dr Stephen Dann
  2. 2. In three parts <ul><li>Foundation of the research </li></ul><ul><ul><li>The History , the Influences and the Academic </li></ul></ul><ul><li>The Definition </li></ul><ul><ul><li>Definition and Domain </li></ul></ul><ul><li>Ongoing development </li></ul><ul><ul><li>Adaptation and adoption </li></ul></ul>
  3. 3. Foundation
  4. 4. 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
  5. 5. Industry Influences <ul><li>QLD Gov’t Monograph 2004 </li></ul><ul><li>The 2007 Federal Election </li></ul><ul><li>Drinkwise Australia </li></ul>Three part
  6. 6. The Academic Foundations <ul><li>Teaching </li></ul><ul><ul><li>Social Marketing in the Classroom </li></ul></ul><ul><li>Research Technology </li></ul><ul><ul><li>Leximancer 2.25 </li></ul></ul><ul><li>World Social Marketing Conference </li></ul>Three part
  7. 7. Why a(nother) new definition? <ul><li>Commercial Marketing Definition Changes </li></ul><ul><ul><li>AMA definition in 2007 </li></ul></ul><ul><ul><li>CIM (2005) </li></ul></ul><ul><li>New Social Marketing Definitions in UK/Europe </li></ul><ul><ul><li>NSMC (2007 ) </li></ul></ul><ul><li>An answer to Andreasen (2006) </li></ul><ul><ul><li>Analysis of social marketing self identification </li></ul></ul>Three part
  8. 8. The Definition Leximancer Methodology Field test
  9. 9. The definition <ul><li>“ 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” </li></ul><ul><ul><li>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 </li></ul></ul>
  10. 10. Is the definition a ten word answer? <ul><li>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? </li></ul><ul><ul><li>&quot;The West Wing&quot; Game On (2002) http://www.imdb.com/title/tt0745624/quotes </li></ul></ul>
  11. 11. The definition <ul><li>“ 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 ” </li></ul><ul><ul><li>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 </li></ul></ul>Method Field
  12. 12. Induce <ul><li>a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action </li></ul>Field Test Definition
  13. 13. Targeted audience <ul><li>Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population </li></ul>Definition Behavioural Competitive Change
  14. 14. Social goal <ul><li>the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers </li></ul>Definition
  15. 15. Behavior Change <ul><li>process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience . </li></ul>Definition
  16. 16. Behavioural Change <ul><li>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 </li></ul>Definition
  17. 17. competitive social marketing offer <ul><li>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. </li></ul>Definition
  18. 18. alternative product offering <ul><li>The broadest understanding of the product concept in commercial marketing to include, but not be limited to </li></ul><ul><ul><li>physical goods </li></ul></ul><ul><ul><li>service </li></ul></ul><ul><ul><li>attitudes </li></ul></ul><ul><ul><li>specific behaviors </li></ul></ul>Competitive
  19. 19. Benefit <ul><li>Return on social investment where the actual or perceived return exceeds the financial and non financial costs of the social marketing activity </li></ul><ul><ul><li>downstream benefit: return to the adopter exceeds the total cost of adoption </li></ul></ul><ul><ul><li>upstream benefit: return to the society exceeds the societal level investment </li></ul></ul>Definition
  20. 20. The Field Tests Three part
  21. 21. Field Test 1: Drinkwise Australia <ul><li>Campaign development </li></ul><ul><ul><li>“ Kids absorb your drinking” </li></ul></ul><ul><ul><ul><li>Positive message as the competitive offering </li></ul></ul></ul><ul><ul><ul><li>“ You are a role model to your children” </li></ul></ul></ul><ul><ul><li>Targeted audience selection </li></ul></ul>
  22. 22. Field test 2: Teaching <ul><li>13 weeks, 42 students, three assessment items </li></ul><ul><ul><li>Mixed definition options </li></ul></ul><ul><ul><li>7 to 10 students adopting the definition </li></ul></ul><ul><ul><li>Able to be recalled within the exam context </li></ul></ul>
  23. 23. Field Test 3: East Coast Roadshow <ul><li>Six week research interview field trip </li></ul><ul><ul><li>30+ interviews </li></ul></ul><ul><ul><li>“ Marketing as means to translate the intention of policy in actual behavioural change” </li></ul></ul>Reignite the Fire IV
  24. 24. Field Test 4: Preventative Health <ul><li>101 mentions of social marketing </li></ul><ul><li>2010 </li></ul><ul><li>Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing </li></ul><ul><li>2013 </li></ul><ul><li>Implement new phases of comprehensive, sustained social marketing strategy to increase healthy eating and physical activity </li></ul>Future
  25. 25. Where does a new definition fit into the change agenda? Future
  26. 26. Change Options Government Marketing Political Marketing Social Marketing
  27. 27. Change Options Government Marketing Political Marketing Social Marketing Evidence or ideology? Change or campaign? Compliance or choice?
  28. 28. Change Options Gov’t Political Social Commercial Third sector Future
  29. 29. Next steps Future
  30. 30. Agenda <ul><li>Preventative Health Taskforce Fieldwork </li></ul><ul><ul><li>Engaging the government </li></ul></ul><ul><li>Pedagogical development </li></ul><ul><ul><li>13 week structure </li></ul></ul><ul><li>Backwards Compatibility </li></ul><ul><ul><li>Built on precedent </li></ul></ul>
  31. 31. The Future
  32. 32. Questions?
  33. 33. Journal List <ul><li>Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement , Marketing Theory 9(2) 243-256 </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Dann, S (2007) &quot;Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss&quot; 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 </li></ul><ul><li>Graham P, and Dann S 1997 &quot;Banning Tobacco Advertising: The Australian Example&quot; Journal of Contemporary Issues in Business and Government 3(2): 11–17 </li></ul>
  34. 34. Conference List <ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Dann, S, (2008) Lifestyle Sponsorships: Social Change through sports sponsorship, Sixth Sports Marketing Association Conference, University of Southern Queensland, 16-19 July, Gold Coast </li></ul><ul><li>Fry, M L and Dann S (2007) &quot;(Near) Enough is (Good) Enough: When to rethink the zero tolerance level in road safety campaigning?&quot; International Nonprofit and Social Marketing Conference 27 – 28 September Brisbane </li></ul><ul><li>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. </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Dann, S (2005) &quot; Social change marketing in the age of direct benefit marketing – where to from here?&quot; Social Change in the 21st Century, QUT Carseldine 28 October 2005. </li></ul><ul><li>Dann, S & Dann, S (2005) &quot;Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?&quot; Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005. </li></ul><ul><li>Dann, S & Dann, S (2002) “High–Speed Car Advertising and Road Safety” Australia New Zealand Marketing Academy Conference, December 2 - December 4 </li></ul><ul><li>Dann, S & Dann, S (1998) &quot;Celebrity Endorsement in Social Campaigns: Attitudes Towards the Use of Diana, Princess of Wales in Road Safety Campaigns&quot;, Australia New Zealand Marketing Academy Conference, November 29 - December 2, 1998 </li></ul><ul><li>Dann, S & Dann, S (1998) &quot;Marketing in the New Media in the Not for Profit Sector&quot;, British Academy of Management Conference, Nottingham, 13-16 September </li></ul><ul><li>Dann, S, Previte, J. & Dann, S (1996) &quot;Social marketing in cyberspace: One step forward or two steps back?&quot;, Marketing Educators Group Conference, Academy of Marketing, 1996, Glascow University of Strathclyde (with Susan Dann and Josephine Previte) </li></ul>
  35. 35. Linked Elements
  36. 36. AMA 2004 <ul><li>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. </li></ul>History
  37. 37. AMA 2007 <ul><li>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 </li></ul>Another History
  38. 38. Chartered Institute of Marketing (2005) <ul><li>the management process responsible for identifying, anticipating and satisfying customer requirements profitably </li></ul>Another
  39. 39. Method Definition
  40. 40. 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
  41. 41. 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
  42. 42. Leximancer Results <ul><li>Leximancer Process </li></ul><ul><ul><li>45 definitions of social marketing </li></ul></ul><ul><li>Results: The Bounding Box </li></ul><ul><ul><li>1. Respect the pedigree as part of the marketing discipline </li></ul></ul><ul><ul><li>2. Social marketing is a means for behavioral change </li></ul></ul><ul><ul><li>3. Voluntary change, either explicitly or through the use of the exchange construct, is a necessary requirement </li></ul></ul>Definition
  43. 43. 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
  44. 44. 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
  45. 45. The Leximancer Process Definition
  46. 46. Leximancer <ul><li>content analysis emulator </li></ul><ul><li>uses machine learning protocol </li></ul><ul><li>visualization of common themes </li></ul><ul><li>related concept groups from textual data </li></ul>Definition
  47. 47. Leximancer results Definition
  48. 48. Leximancer results Definition
  49. 49. Leximancer results Definition
  50. 50. Leximancer results Definition
  51. 51. <ul><li>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/ </li></ul>
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