Your SlideShare is downloading. ×
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
The Australian Social Marketing Situation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Australian Social Marketing Situation

1,203

Published on

A presentation of the state of play for Australian Social Marketing featuring the new definition, the Preventative Health Task Force, and some key issues for debate in the social change social …

A presentation of the state of play for Australian Social Marketing featuring the new definition, the Preventative Health Task Force, and some key issues for debate in the social change social marketing sector, as part of the Social Marketing Benchmark Project

The project made possible by funding from the ANU College of Business and Economics

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,203
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
52
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Australian Social Marketing Situation Dr Stephen Dann School of Management Marketing and International Business, Australian National University [email_address]
  • 2. Social Change Let’s just take a minute…
  • 3. Rothschild’s (1999) Triangle
  • 4. Law Education Marketing
  • 5. Law Education Marketing
  • 6. Law Education Marketing
  • 7. Law Education Marketing
  • 8. Law Education Marketing
  • 9. Law Education Marketing
  • 10. Law Education Marketing
  • 11. Law Education Marketing
  • 12. Law Education Marketing
  • 13. Law Education Marketing
  • 14. Law Education Marketing
  • 15. Law Education Marketing
  • 16. Law Education Marketing
  • 17. Law Education Marketing
  • 18. Law Education Marketing
  • 19. Law Education Marketing
  • 20. Law Education Marketing
  • 21. Australian Social Marketing Agenda
    • An Australian Definition
    • The National Preventative Health Agenda
    • The Debates
  • 22. (An) Australian Social Marketing Definition
  • 23. The definition
    • “the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”
      • Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research, doi:10.1016/j.jbusres.2009.02.013
  • 24. The Parts
    • Induce: a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action
    • Targeted audience : Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population
  • 25. The Parts
    • Social goal : the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers
    • Behavior Change : process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience .
  • 26. Behavioural Change
    • Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience , and which results in benefit to the social change campaign’s recipients, partners and the broader society at large
  • 27. Sub parts
    • competitive social marketing offer : an alternative product offering that has been developed through the identification or anticipation of a market need for a socially beneficial alternative behavior that satisfies the same needs an individual in the targeted audience is currently meeting through the consumption or use of less socially desirable products.
  • 28. National Preventative Health Agenda Australia: The healthiest country by 2020
  • 29. Preventative Health Report
    • 101 mentions of social marketing
    • 2010
    • Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing
    • 2013
    • Implement new phases of comprehensive, sustained social marketing strategy to increase healthy eating and physical activity
    Future
  • 30. Where does the gov’t see our role?
    • Ensuring effective implementation
    • induce behavioral change in a targeted audience
    • Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing
      • Develop and work with Australian, state and territory governments to implement a comprehensive, sustained social marketing strategy to
        • increase healthy eating,
        • physical activity and
        • reduce sedentary behaviour,
      • building on Measure Up and state campaigns such as Go for 2&5, Find Thirty and Go for Your Life.
  • 31. East Coast Roadshow The National Social Marketing Agenda Research Project
  • 32. The Project (thus far)
    • 20 Universities
    • 25 academic interviews thus far.
    • 15 hours of interviews
    • 6 weeks
    • 4 states
    • 2 time zones
    • A very broad definition of “East Coast”
  • 33. Who are Australia’s social marketing academics?
    • 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
  • 34. 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
  • 35. Where does social marketing fit?
  • 36. Change Options Government Marketing Political Marketing Social Marketing
  • 37. Change Options Government Marketing Political Marketing Social Marketing Evidence or ideology? Change or campaign? Compliance or choice?
  • 38. Change Agents Society Politics Medicine Commerce Science Future
  • 39. The Debates
  • 40. 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
  • 41. Should marketing metrics count as evidence? Does reach, frequency and recall have a role in benchmarking ‘socially negative’ advertising?
  • 42. 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

×