Reignite The Fire IV


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Presented at the University of Western Australia 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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Reignite The Fire IV

  1. 1. (RE) Ignite the Fire IV Dr Stephen Dann School of Management Marketing and International Business, Australian National University
  2. 2. Social Marketing Let’s just take a minute…
  3. 20. When the message goes astray It’s not a bug, it’s a feature
  4. 22. When the message goes astray It’s definitely not a feature
  5. 25. When the message goes astray Peer pressure?
  6. 29. (RE) Ignite the Fire IV Dr Stephen Dann School of Management Marketing and International Business, Australian National University
  7. 30. Where it began… <ul><li>R1: Australian Non Profit and Social Marketing Conference (2006) </li></ul><ul><li>R2: ANZMAC (2006) </li></ul><ul><li>Journal of Public Affairs (2007) </li></ul><ul><li>R3: World Social Marketing Conference (2008) </li></ul><ul><li>R4: UWA (2009) </li></ul>
  8. 31. Background
  9. 32. The Project (thus far) <ul><li>20 Universities </li></ul><ul><li>23 academics thus far. </li></ul><ul><li>+12 QLD, +3 NSW, +3 VIC, +1 WA </li></ul><ul><li>15 hours of interviews </li></ul><ul><li>6 weeks </li></ul><ul><li>4 states </li></ul><ul><li>2 time zones </li></ul><ul><li>A very broad definition of “East Coast” </li></ul>
  10. 33. Themes <ul><li>Who are we as social marketers? </li></ul><ul><li>Where does social marketing fit into the landscape and toolkit of social change? </li></ul><ul><li>Where are the research opportunities in our community? </li></ul>
  11. 34. Where are we? <ul><li>UQ </li></ul><ul><li>QUT </li></ul><ul><li>GRIFFITH </li></ul><ul><li>University of the Sunshine Coast </li></ul><ul><li>Macquarie University </li></ul><ul><li>The University of Newcastle </li></ul><ul><li>The University of New England </li></ul><ul><li>The University of Sydney </li></ul><ul><li>University of Technology Sydney </li></ul><ul><li>University of Wollongong </li></ul><ul><li>La Trobe University </li></ul><ul><li>Monash University </li></ul><ul><li>RMIT </li></ul><ul><li>Swinburne University of Technology </li></ul><ul><li>The University of Melbourne </li></ul><ul><li>Victoria University </li></ul><ul><li>Curtin University of Technology </li></ul><ul><li>Edith Cowan University </li></ul><ul><li>The University of Western Australia </li></ul><ul><li>The Australian National University </li></ul>
  12. 35. Who are we? <ul><li>PhD students </li></ul><ul><li>Lecturers </li></ul><ul><li>Senior Lectures </li></ul><ul><li>Associate Professors </li></ul><ul><li>Professors </li></ul><ul><li>Deans </li></ul><ul><li>Heads of School </li></ul><ul><li>What brings us to SocMktg? </li></ul><ul><li>Personal drive </li></ul><ul><li>Marketing convert </li></ul><ul><li>Family </li></ul><ul><li>Intellectual Challenge </li></ul><ul><li>Legacy </li></ul><ul><li>Faith in marketing </li></ul><ul><li>Ambition </li></ul>
  13. 36. Where does social marketing fit?
  14. 37. Two camps summary <ul><li>Health </li></ul><ul><li>Tobacco </li></ul><ul><li>Obesity </li></ul><ul><li>Road safety </li></ul><ul><li>Injury prevention </li></ul><ul><li>Cardiac </li></ul><ul><li>Cancer </li></ul><ul><li>Nutrition </li></ul><ul><li>Breast feeding </li></ul><ul><li>Alcohol </li></ul><ul><li>Not Health </li></ul><ul><li>Gambling </li></ul><ul><li>Terrorism </li></ul><ul><li>Road safety </li></ul><ul><li>Crime </li></ul><ul><li>Women in comics </li></ul><ul><li>Environment </li></ul><ul><li>Social network </li></ul><ul><li>Bullying </li></ul><ul><li>Consumption </li></ul>
  15. 38. Intra-or-Extra? <ul><li>Social marketing fits within </li></ul><ul><li>public health </li></ul><ul><li>policy </li></ul><ul><li>tactical implementation </li></ul><ul><li>Incorporated/Integrated </li></ul><ul><li>Actions which are marketing are not necessarily labeled as “social marketing” </li></ul><ul><li>Social marketing informs </li></ul><ul><li>public health </li></ul><ul><li>lobbying </li></ul><ul><li>customer focused intervention </li></ul><ul><li>External and Identified </li></ul><ul><li>Actions labeled as “marketing” “advertising” “Social marketing” </li></ul>
  16. 39. Toolkit of social change <ul><li>Universal recognition of the whole complexity of the marketing tool kits </li></ul><ul><ul><li>Market research led social marketing </li></ul></ul><ul><ul><li>Strategic social marketing </li></ul></ul><ul><ul><li>Tactical social marketing </li></ul></ul><ul><ul><li>Whole of the mix approaches </li></ul></ul><ul><ul><li>Complexity of implementation versus intention </li></ul></ul><ul><li>“ Marketing as means to translate the intention of policy in actual behavioural change” </li></ul>
  17. 40. Where are the research opportunities in our community?
  18. 41. The “missing” references <ul><li>Message framing </li></ul><ul><ul><li>Positive, negative </li></ul></ul><ul><ul><li>“Ours” and “theirs” </li></ul></ul><ul><li>Social network analysis </li></ul><ul><ul><li>Peer to peer offline personal networks </li></ul></ul><ul><ul><li>Online peer networks </li></ul></ul><ul><li>Experimental social marketing </li></ul><ul><ul><li>Emotions, services </li></ul></ul><ul><ul><li>Change as experience </li></ul></ul>
  19. 42. The marketing of Social Marketing Branding, positioning, product definition, distribution, pricing, awareness, behavioural change
  20. 43. Fundamental social marketing theory Historical analysis, ‘Landmark articles’, Developmental milestones, Social Marketing’s SDL moment
  21. 44. Immediate Challenges Barriers, Road blocks and unexpected outcomes
  22. 45. Politicised Social Marketing <ul><li>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. </li></ul><ul><li>New Zealand Social Marketing Academic </li></ul>
  23. 46. What counts as “evidence” in evidence based intervention? <ul><li>Marketing inputs are not evidence </li></ul><ul><ul><li>Investments, plans, processes and intentions do not demonstrate behaviour change </li></ul></ul><ul><li>Marketing metrics are not evidence </li></ul><ul><ul><li>Recall, awareness, reach, frequency do not demonstrate behaviour change </li></ul></ul>
  24. 47. Should marketing metrics count as evidence? Does reach, frequency and recall have a role in benchmarking ‘socially negative’ advertising?
  25. 48. Sequential Challenge <ul><li>Defining the boundaries of social marketing </li></ul><ul><li>Documenting the outcomes </li></ul><ul><li>Replicating the results </li></ul><ul><li>Disseminating the results (not necessarily publishing) </li></ul><ul><li>Replicating the published results </li></ul><ul><li>Disseminating the replications </li></ul>
  26. 49. Barriers for academic SocMKT <ul><li>Social Marketing as a senior academic’s pursuit </li></ul><ul><ul><li>Perishing whilst Publishing? </li></ul></ul><ul><ul><li>Journal ratings </li></ul></ul><ul><ul><ul><li>Non-Profit and Voluntary Sector Quarterly (A*) </li></ul></ul></ul><ul><ul><ul><li>Journal of Public Policy and Marketing (A) </li></ul></ul></ul><ul><ul><ul><li>Journal of Nonprofit & Public Sector Marketing (B) </li></ul></ul></ul><ul><ul><ul><li>Social Marketing Quarterly (C) </li></ul></ul></ul><ul><ul><ul><li>Journal of Macromarketing (C) </li></ul></ul></ul><ul><li>Do we send our best papers to SMQ to raise the ranking whilst cashing quality for C level points? </li></ul>
  27. 50. To the future…
  28. 51. September 25 th , 2009 Australian Social Marketing Network Meeting RMIT
  29. 52. International Non Profit and Social Marketing Conference The Queensland Away Match Thurs 15 th July Friday 16th July 2010
  30. 53. INSM 2011 An invitation
  31. 54. International Non Profit and Social Marketing Conference The West Australia Home Game July 2011