Reigniting the Fire Dr Stephen Dann

The Back Story 2006 ANSM Conference 2006 ANZMAC Panel 2007 Journal of Public Affairs

2006 ANSM Conference

2006 ANZMAC Panel

2007 Journal of Public Affairs

2008 (Re)Ignite the Fire

Where we stand… the definition and domain of social marketing Means by which we operate Social marketing mechanism Need to defend the domain Resist the online newcomers and the social media marketers ambushing the discipline

the definition and domain of social marketing

Means by which we operate

Social marketing mechanism

Need to defend the domain

Resist the online newcomers and the social media marketers ambushing the discipline

Where we stand… understanding the m-word what constitutes the ‘marketing’ aspect of ‘social marketing’? American Marketing Association (2007)? Chartered Institute of Marketing (1971)? Future developments in the definition Charted Institute of Marketing 2009?

understanding the m-word

what constitutes the ‘marketing’ aspect of ‘social marketing’?

American Marketing Association (2007)?

Chartered Institute of Marketing (1971)?

Future developments in the definition

Charted Institute of Marketing 2009?

Where we stand… Application, adaptation and adoption of… service dominant logic Unlocking the embedded health/wellbeing service value-in-use When does a seatbelt become valuable? Customer co-creation of value The Health Club Membership versus healthy exercise

Application, adaptation and adoption of…

service dominant logic

Unlocking the embedded health/wellbeing service

value-in-use

When does a seatbelt become valuable?

Customer co-creation of value

The Health Club Membership versus healthy exercise

Where we stand… Exporting social marketing theory Adaptation, adoption and exportation? Online marketing is behavioural based Brand is attitude based Emotions?

Exporting social marketing theory

Adaptation, adoption and exportation?

Online marketing is behavioural based

Brand is attitude based

Emotions?

From here…

Defend the Spend Metrics, measurement and self confidence

Changing demographics Population spikes, ageing, and the consequence of the baby boom

Marketing as a societal force Social marketing, social change, commercial change, commercial marketing.

Discussion