Reigniting the Fire

Reigniting the Fire: Contemporary Controversy in Social Marketing Dr Stephen Dann The Australian National University

For those of you unfamiliar with my style Here’s a hint

Challenges Getting Definitive 30 years on, and we’re still having the same discussion Defending the name of social marketing Two Parents of Social Marketing Urgent Bug fixes and Security Patches Return to Collaborator from Liberator Bug patching the notion of being Enforcers Staying in the Marketing Family Mixing it up with the rest of the pack

Getting Definitive

30 years on, and we’re still having the same discussion

Defending the name of social marketing

Two Parents of Social Marketing

Urgent Bug fixes and Security Patches

Return to Collaborator from Liberator

Bug patching the notion of being Enforcers

Staying in the Marketing Family

Mixing it up with the rest of the pack

Getting Definitive Challenge for the 21 st century … helping those coming from a social science background to really recognise what ‘marketing’ can bring to the party, … conversely for those from a marketing background to appreciate and integrate social science, public health, health promotion theory and practice into their work Clive Blair Stevens, National Social Marketing Centre To Do List Prevent the Loss of “Social Marketing” as a name Deal with those idiots from Jupiter Media (30 August) decision to use the term “social marketing” to describe social media marketing Maintain clarity of what constitutes social marketing Stomp on those damn health promotion people

Challenge for the 21 st century

… helping those coming from a social science background to really recognise what ‘marketing’ can bring to the party, … conversely for those from a marketing background to appreciate and integrate social science, public health, health promotion theory and practice into their work

Clive Blair Stevens, National Social Marketing Centre

To Do List

Prevent the Loss of “Social Marketing” as a name

Deal with those idiots from Jupiter Media (30 August) decision to use the term “social marketing” to describe social media marketing

Maintain clarity of what constitutes social marketing

Stomp on those damn health promotion people

Urgent Action From the Front Lines I sometimes feel that the self- righteousness of the anti-tobacco work in the U.S has given too many social marketers the sense that we are liberators - people who will save others from themselves. I worry about this shift away from the central idea of social marketing which is simply "let's make a deal". William Smith, on the move from collaboration to liberation To Do List Return to the Collaborator mode and away from the Liberator mode It’s not a war people. They’re not the enemy, they’re the alternate choice Reinstate the right to be banal and the right to reject the offer Consumers are allowed to just say no to social marketing messages

From the Front Lines

I sometimes feel that the self- righteousness of the anti-tobacco work in the U.S has given too many social marketers the sense that we are liberators - people who will save others from themselves. I worry about this shift away from the central idea of social marketing which is simply "let's make a deal".

William Smith, on the move from collaboration to liberation

To Do List

Return to the Collaborator mode and away from the Liberator mode

It’s not a war people. They’re not the enemy, they’re the alternate choice

Reinstate the right to be banal and the right to reject the offer

Consumers are allowed to just say no to social marketing messages

Reconnect with Marketing Quit thinking we’re soooo special This author makes the fundamental assumption that social marketing ought to have a relationship with commercial marketing, and that this relationship is necessary and desirable… ANZMAC Review of my (rejected) social marketing paper To Do List Social marketing or social production orientation? Expert driven moral elitism is not marketing Catch up and keep up with commercial marketing techniques They’re not the enemy, they’re our ally.

Quit thinking we’re soooo special

This author makes the fundamental assumption that social marketing ought to have a relationship with commercial marketing, and that this relationship is necessary and desirable…

ANZMAC Review of my (rejected) social marketing paper

To Do List

Social marketing or social production orientation?

Expert driven moral elitism is not marketing

Catch up and keep up with commercial marketing techniques

They’re not the enemy, they’re our ally.

Defend the Castle Get a workable, explainable and saleable definition of Australian social marketing into the public ideas marketplace Make social marketing recognizable. Then tell people about it. Tell people when they’re misusing the label, and don’t shut up until they get it right or they go away. Market the marketing

Get a workable, explainable and saleable definition of Australian social marketing into the public ideas marketplace

Make social marketing recognizable.

Then tell people about it.

Tell people when they’re misusing the label, and don’t shut up until they get it right or they go away.

Market the marketing

Storm the Castle We are the dream ticket Governments spends millions of dollars on social marketing campaigns. We research, teach, preach and assess social marketing. Collaborate with government to assess their campaigns with our frameworks. Start tomorrow by assessing the government marketing campaigns to see what they’re doing, what they could do better, and then contact the government to get started.

We are the dream ticket

Governments spends millions of dollars on social marketing campaigns.

We research, teach, preach and assess social marketing.

Collaborate with government to assess their campaigns with our frameworks.

Start tomorrow by assessing the government marketing campaigns to see what they’re doing, what they could do better, and then contact the government to get started.

Put the marketing back in Be consumer focused Start the interventions with the consumers Listen to the people. Do the research that enables the practitioners to make the deal. Be biased properly If you’ve got an agenda, then flaunt it. Embrace it. Believe in it. Be proud of it. Just stop lying about being objective when you conduct research tailored to finding outcomes that support your agenda’s goals

Be consumer focused

Start the interventions with the consumers

Listen to the people. Do the research that enables the practitioners to make the deal.

Be biased properly

If you’ve got an agenda, then flaunt it. Embrace it. Believe in it. Be proud of it.

Just stop lying about being objective when you conduct research tailored to finding outcomes that support your agenda’s goals

One Line Way Forward Put the marketing back into social marketing

Presented at ANZMAC 2006