Reignite The Fire Controversies In Social Marketing


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Part of a debate panel at the ANZMAC 2006 special session on the future directions of social, political and non profit marketing. I spoke to the challenges and research agenda opportunities of social marketing.

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Reignite The Fire Controversies In Social Marketing

  1. 1. Reigniting the Fire
  2. 2. Reigniting the Fire: Contemporary Controversy in Social Marketing Dr Stephen Dann The Australian National University
  3. 3. For those of you unfamiliar with my style Here’s a hint
  4. 4. Challenges <ul><li>Getting Definitive </li></ul><ul><ul><li>30 years on, and we’re still having the same discussion </li></ul></ul><ul><ul><li>Defending the name of social marketing </li></ul></ul><ul><ul><li>Two Parents of Social Marketing </li></ul></ul><ul><li>Urgent Bug fixes and Security Patches </li></ul><ul><ul><li>Return to Collaborator from Liberator </li></ul></ul><ul><ul><li>Bug patching the notion of being Enforcers </li></ul></ul><ul><li>Staying in the Marketing Family </li></ul><ul><ul><li>Mixing it up with the rest of the pack </li></ul></ul>
  5. 5. Getting Definitive <ul><li>Challenge for the 21 st century </li></ul><ul><li>… 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 </li></ul><ul><ul><li>Clive Blair Stevens, National Social Marketing Centre </li></ul></ul><ul><li>To Do List </li></ul><ul><li>Prevent the Loss of “Social Marketing” as a name </li></ul><ul><ul><li>Deal with those idiots from Jupiter Media (30 August) decision to use the term “social marketing” to describe social media marketing </li></ul></ul><ul><li>Maintain clarity of what constitutes social marketing </li></ul><ul><ul><li>Stomp on those damn health promotion people </li></ul></ul>
  6. 6. Urgent Action <ul><li>From the Front Lines </li></ul><ul><li>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 &quot;let's make a deal&quot;. </li></ul><ul><ul><li>William Smith, on the move from collaboration to liberation </li></ul></ul><ul><li>To Do List </li></ul><ul><li>Return to the Collaborator mode and away from the Liberator mode </li></ul><ul><ul><li>It’s not a war people. They’re not the enemy, they’re the alternate choice </li></ul></ul><ul><li>Reinstate the right to be banal and the right to reject the offer </li></ul><ul><ul><li>Consumers are allowed to just say no to social marketing messages </li></ul></ul>
  7. 7. Reconnect with Marketing <ul><li>Quit thinking we’re soooo special </li></ul><ul><li>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… </li></ul><ul><ul><li>ANZMAC Review of my (rejected) social marketing paper </li></ul></ul><ul><li>To Do List </li></ul><ul><li>Social marketing or social production orientation? </li></ul><ul><ul><li>Expert driven moral elitism is not marketing </li></ul></ul><ul><li>Catch up and keep up with commercial marketing techniques </li></ul><ul><ul><li>They’re not the enemy, they’re our ally. </li></ul></ul>
  8. 8. Defend the Castle <ul><li>Get a workable, explainable and saleable definition of Australian social marketing into the public ideas marketplace </li></ul><ul><li>Make social marketing recognizable. </li></ul><ul><ul><li>Then tell people about it. </li></ul></ul><ul><ul><li>Tell people when they’re misusing the label, and don’t shut up until they get it right or they go away. </li></ul></ul><ul><ul><li>Market the marketing </li></ul></ul>
  9. 9. Storm the Castle <ul><li>We are the dream ticket </li></ul><ul><ul><li>Governments spends millions of dollars on social marketing campaigns. </li></ul></ul><ul><ul><li>We research, teach, preach and assess social marketing. </li></ul></ul><ul><li>Collaborate with government to assess their campaigns with our frameworks. </li></ul><ul><li>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. </li></ul>
  10. 10. Put the marketing back in <ul><li>Be consumer focused </li></ul><ul><ul><li>Start the interventions with the consumers </li></ul></ul><ul><ul><li>Listen to the people. Do the research that enables the practitioners to make the deal. </li></ul></ul><ul><li>Be biased properly </li></ul><ul><ul><li>If you’ve got an agenda, then flaunt it. Embrace it. Believe in it. Be proud of it. </li></ul></ul><ul><ul><ul><li>Just stop lying about being objective when you conduct research tailored to finding outcomes that support your agenda’s goals </li></ul></ul></ul>
  11. 11. One Line Way Forward Put the marketing back into social marketing
  12. 12. Presented at ANZMAC 2006