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Social marketing webinar final may 8 11

social marketing webinar by Jim Mintz Centre of Excellence for Public Sector Marketing,
Twitter, @jimmintz

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Social marketing webinar final may 8 11

  1. 1. Welcome<br />Webinar: Social Marketing and Behaviour Change for Associations <br />Duration: 1:00 – 2:00 p.m. EDT<br />While you are waiting…please call in:<br />Audio Dial-In Number: 1-877-314-1234<br />or 416-204-9641 (if you are 416 area code)<br />Participant Code: 2573722<br />NOTE: We will mute all attendees until Webinar is delivered at which time we’ll unmute and take questions.<br />
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  3. 3.<br />Association-Training<br /><br />REGISTER NOW: On demand and live versions<br />Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22]<br />TBD [AUG 16]<br />Membership Marketing[SEPT 27]<br />Improving Your Selling Skills [OCT 20]<br />Taking a Marketing Approach to Government Relations and Advocacy[NOV 10]<br />Implementing and Measuring Low Cost Marketing Campaigns [DEC 6]<br />
  4. 4. Presenter<br />Jim Mintz<br />Managing Partner <br />CEPSM<br />
  5. 5. What we do<br />product & service marketing<br />policy & program marketing<br />social media engagement<br />social marketing<br />sponsorship /partnerships<br />organizational branding<br />online strategy planning<br />
  6. 6. Social Marketing and Behaviour Change for Associations <br />Presented By: Jim Mintz, Centre of Excellence for Public Sector Marketing<br />
  7. 7. Definition <br />"Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order toinfluence target audience behaviors that benefit society(public health, safety, the environment and communities) as well as the target audience.".”<br />Philip Kotler, Nancy Lee and Michael Rothschild (2006)<br />7<br />
  8. 8. Social Marketing <br />
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  13. 13. Social Marketing …Why now? Why should you care?<br />
  14. 14. “Social marketing is simply about influencing the behaviour of target audiences. There are many more target audiences who need to act besides “problem people” if we are to solve major social problems.” <br />Alan Andreasen, Social Marketing in the 21st Century<br />
  15. 15. Desired State<br />Strategic Gap<br />Current State<br />15<br />
  16. 16. Desired State<br />Strategic Gap<br />Filling the Strategic Gap:<br />Using a social marketing approach will help move target audiences through the Stages of Change over time and help bring target audiences closer to desired state<br />Current State<br />16<br />
  17. 17. Our world is changing rapidly...<br />Technology Health Demographics Social Values Economics Environment<br />
  18. 18. What the heck is all this?<br />
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  20. 20. Social Marketing provides a strategic approach for dealing with these changes… <br />
  21. 21. What are the BenefitsofAdopting a SocialMarketing Approach? <br />
  22. 22. Key benefits of social marketing <br />Comprehensive integrated and innovative approach to changing attitudes and behaviours <br />Offers an organization a strategic framework from which to work<br />Social Marketing is used as a tool to integrate and coordinate other components of an organization’s strategies and tactics, <br />Social Marketing strategies and techniques can be used to help make better resource decisions i.e. “bang for buck”<br />Assist in attraction of resources because social marketing is about results<br />
  23. 23. Social Marketing provides a structured system for:<br /><ul><li>Executing integrated attitude and behaviour changing campaigns
  24. 24. Building your reputation with stakeholders through leadership in campaigns that are strategic
  25. 25. Providing a performance measurement framework
  26. 26. Tool to integrate and coordinate other components of the overall program</li></li></ul><li> Social Marketing is a way of thinking<br />
  27. 27. Who is doing Social Marketing to change peoples attitudes and encourage behaviour change ?<br />
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  29. 29. Challenges of Introducing Social Marketing into a Public Sector/ Non-Profit Organization<br />Barrier of introducing "performance based culture”<br />Conflict with core values<br />Requires significant management support and time<br />
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  35. 35. Why do social marketing initiatives fail?<br />
  36. 36. Why do social marketing initiatives fail?<br />
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  39. 39. Ottawa May 31 2011<br />Ottawa Convention Centre (Part of the MARCOM conference June 1-2)<br />Regina June 17, 2011 Ramada Hotel<br />Vancouver September 28, 2011 Simon Fraser University – Morris J Wosk Centre for Dialogue<br />Toronto November 2, 2011 Oakham House, Ryerson University<br />Halifax Date and Location to be announced<br /><br />
  40. 40. Final thoughts<br />
  41. 41. It’s easy to make a buck. It’s a lot tougher to make a difference. <br />Tom Brokaw<br />
  42. 42. thanks for your time!<br />
  43. 43. Thanks for your time!<br />
  44. 44. Where to find me…<br /> <br />Jim Mintz<br />Managing Partner CEPSM<br />2487 Kaladar Avenue, Suite 214<br />Ottawa, ON  K1V 8B9<br />Phone: 613.731.9851 ext.18<br />Fax: 613.731.2407<br />Website:<br />Blog:<br />Twitter: @jimmintz<br />Linkedin:<br /><br />Feedback: Claire Mills, Vice-President, Professional Development Portfolio, CEPSM<br />                    <br />
  45. 45. questions?<br />