(RE) Ignite the Fire IV Dr Stephen Dann School of Management Marketing and International Business, Australian National University

Social Marketing Let’s just take a minute…

When the message goes astray It’s not a bug, it’s a feature

When the message goes astray It’s definitely not a feature

When the message goes astray Peer pressure?

(RE) Ignite the Fire IV Dr Stephen Dann School of Management Marketing and International Business, Australian National University

Where it began… R1: Australian Non Profit and Social Marketing Conference (2006) R2: ANZMAC (2006) Journal of Public Affairs (2007) R3: World Social Marketing Conference (2008) R4: UWA (2009)

R1: Australian Non Profit and Social Marketing Conference (2006)

R2: ANZMAC (2006)

Journal of Public Affairs (2007)

R3: World Social Marketing Conference (2008)

R4: UWA (2009)

Background

The Project (thus far) 20 Universities 23 academics thus far. +12 QLD, +3 NSW, +3 VIC, +1 WA 15 hours of interviews 6 weeks 4 states 2 time zones A very broad definition of “East Coast”

20 Universities

23 academics thus far.

+12 QLD, +3 NSW, +3 VIC, +1 WA

15 hours of interviews

6 weeks

4 states

2 time zones

A very broad definition of “East Coast”

Themes Who are we as social marketers? Where does social marketing fit into the landscape and toolkit of social change? Where are the research opportunities in our community?

Who are we as social marketers?

Where does social marketing fit into the landscape and toolkit of social change?

Where are the research opportunities in our community?

Where are we? UQ QUT GRIFFITH University of the Sunshine Coast Macquarie University The University of Newcastle The University of New England The University of Sydney University of Technology Sydney University of Wollongong La Trobe University Monash University RMIT Swinburne University of Technology The University of Melbourne Victoria University Curtin University of Technology Edith Cowan University The University of Western Australia The Australian National University

UQ

QUT

GRIFFITH

University of the Sunshine Coast

Macquarie University

The University of Newcastle

The University of New England

The University of Sydney

University of Technology Sydney

University of Wollongong

La Trobe University

Monash University

RMIT

Swinburne University of Technology

The University of Melbourne

Victoria University

Curtin University of Technology

Edith Cowan University

The University of Western Australia

The Australian National University

Who are we? PhD students Lecturers Senior Lectures Associate Professors Professors Deans Heads of School What brings us to SocMktg? Personal drive Marketing convert Family Intellectual Challenge Legacy Faith in marketing Ambition

PhD students

Lecturers

Senior Lectures

Associate Professors

Professors

Deans

Heads of School

What brings us to SocMktg?

Personal drive

Marketing convert

Family

Intellectual Challenge

Legacy

Faith in marketing

Ambition

Where does social marketing fit?

Two camps summary Health Tobacco Obesity Road safety Injury prevention Cardiac Cancer Nutrition Breast feeding Alcohol Not Health Gambling Terrorism Road safety Crime Women in comics Environment Social network Bullying Consumption

Health

Tobacco

Obesity

Road safety

Injury prevention

Cardiac

Cancer

Nutrition

Breast feeding

Alcohol

Not Health

Gambling

Terrorism

Road safety

Crime

Women in comics

Environment

Social network

Bullying

Consumption

Intra-or-Extra? Social marketing fits within public health policy tactical implementation Incorporated/Integrated Actions which are marketing are not necessarily labeled as “social marketing” Social marketing informs public health lobbying customer focused intervention External and Identified Actions labeled as “marketing” “advertising” “Social marketing”

Social marketing fits within

public health

policy

tactical implementation

Incorporated/Integrated

Actions which are marketing are not necessarily labeled as “social marketing”

Social marketing informs

public health

lobbying

customer focused intervention

External and Identified

Actions labeled as “marketing” “advertising” “Social marketing”

Toolkit of social change Universal recognition of the whole complexity of the marketing tool kits Market research led social marketing Strategic social marketing Tactical social marketing Whole of the mix approaches Complexity of implementation versus intention “ Marketing as means to translate the intention of policy in actual behavioural change”

Universal recognition of the whole complexity of the marketing tool kits

Market research led social marketing

Strategic social marketing

Tactical social marketing

Whole of the mix approaches

Complexity of implementation versus intention

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

Where are the research opportunities in our community?

The “missing” references Message framing Positive, negative “Ours” and “theirs” Social network analysis Peer to peer offline personal networks Online peer networks Experimental social marketing Emotions, services Change as experience

Message framing

Positive, negative

“Ours” and “theirs”

Social network analysis

Peer to peer offline personal networks

Online peer networks

Experimental social marketing

Emotions, services

Change as experience

The marketing of Social Marketing Branding, positioning, product definition, distribution, pricing, awareness, behavioural change

Fundamental social marketing theory Historical analysis, ‘Landmark articles’, Developmental milestones, Social Marketing’s SDL moment

Immediate Challenges Barriers, Road blocks and unexpected outcomes

Politicised Social Marketing When the Government said they wanted less regulation interfering with people’s lives, we never thought they meant social marketing campaigns for healthy eating would be withdrawn...We thought they just meant stuff about the banks. New Zealand Social Marketing Academic

When the Government said they wanted less regulation interfering with people’s lives, we never thought they meant social marketing campaigns for healthy eating would be withdrawn...We thought they just meant stuff about the banks.

New Zealand Social Marketing Academic

What counts as “evidence” in evidence based intervention? Marketing inputs are not evidence Investments, plans, processes and intentions do not demonstrate behaviour change Marketing metrics are not evidence Recall, awareness, reach, frequency do not demonstrate behaviour change

Marketing inputs are not evidence

Investments, plans, processes and intentions do not demonstrate behaviour change

Marketing metrics are not evidence

Recall, awareness, reach, frequency do not demonstrate behaviour change

Should marketing metrics count as evidence? Does reach, frequency and recall have a role in benchmarking ‘socially negative’ advertising?

Sequential Challenge Defining the boundaries of social marketing Documenting the outcomes Replicating the results Disseminating the results (not necessarily publishing) Replicating the published results Disseminating the replications

Defining the boundaries of social marketing

Documenting the outcomes

Replicating the results

Disseminating the results (not necessarily publishing)

Replicating the published results

Disseminating the replications

Barriers for academic SocMKT Social Marketing as a senior academic’s pursuit Perishing whilst Publishing? Journal ratings Non-Profit and Voluntary Sector Quarterly (A*) Journal of Public Policy and Marketing (A) Journal of Nonprofit & Public Sector Marketing (B) Social Marketing Quarterly (C) Journal of Macromarketing (C) Do we send our best papers to SMQ to raise the ranking whilst cashing quality for C level points?

Social Marketing as a senior academic’s pursuit

Perishing whilst Publishing?

Journal ratings

Non-Profit and Voluntary Sector Quarterly (A*)

Journal of Public Policy and Marketing (A)

Journal of Nonprofit & Public Sector Marketing (B)

Social Marketing Quarterly (C)

Journal of Macromarketing (C)

Do we send our best papers to SMQ to raise the ranking whilst cashing quality for C level points?

To the future…

September 25 th , 2009 Australian Social Marketing Network Meeting RMIT

International Non Profit and Social Marketing Conference The Queensland Away Match Thurs 15 th July Friday 16th July 2010

INSM 2011 An invitation

International Non Profit and Social Marketing Conference The West Australia Home Game July 2011