Claire [click]My name is Claire Mills. I am Vice-President Professional Development Portfolio for CEPSM.Thank you for making time today and we hope your colleagues are with you around the table.The Webinar will be 1 hour in lengthPlease note that you are muted to avoid any background noise until 2pm at which time you will be made live to ask questions.Please turn off your mobile device so you can focus and take this time for yourself.Please make note of your questions as we navigate through and we are allocating 30 minutes for Q&A at the end.Now I’d like to briefly tell you about the series so you can evaluate which subjects you’d like to sign up for.
Welcome to Successful Association Marketing Series.My name is Claire Mills, I am Vice-President of the Professional Development Portfolio for CEPSM. We hope you have lots of colleagues around the table with you and thanks for making time to be with us.Before we begin, I’d like to do some quick housekeeping around how this will proceed.The Webinar will be approximately 50 minutes with Q&A to follow.We’ll unmute the lines to take your questions, so please make notes as we go.
This year-long series takes you through all the key subject areas to support your association in its marketing and communications and coach you to success.The full series can be found online at cepsm.ca under Association Training or via our home page Training CalendarFor those you may have missed, you can buy the on demand versions and listen at your leisure.We hope you’ll be joining us for many more Webinars.
Jim Mintz, Managing Partner of CEPSM,Jim is a veteran marketing professional with over 25 years of experience as a practitioner and academic. Jim’s focus is improving the effectiveness of marketing and communications in public and non-profit sectors. He has taught marketing all over the world. He is Program Director of the “Professional Certificate in Public Sector and Non-Profit Marketing” at the Sprott School of Business at Carleton University. He was formerly Director of Marketing and Corporate Communications at Health Canada and held senior marketing positions in the private sector, and crown corporations.I’d like to pass it over to Jim to present Social Marketing and Behaviour Change.
The Centre of Excellence for Public Sector Marketing or CEPSM was established in 2005 to help governments, non-profits, and associations overcome the unique challenges they face in their marketing and communications initiatives. Our core functions are consulting, training and speaking and as you see, we have a broad expertise in marketing.Our Mission: To advance the marketing discipline in the public and not-for-profit sectorsOur Mantra: Strategy before Tactics
Social marketing is the use of commercial marketing techniques to persuade people to change their behavior to improve their own lives. To better understand the perceived benefits and barriers to behavior change, social marketers employ consumer research and competitive analyses and draw on marketing, product development and policy strategies to make change easier and more appealing for identified audiences.
For many years the major preoccupation of prevention campaigns has been raising awareness and educating target audiences. Many associations and non profits believe it is time to move to the next level It is time we move from people being aware and educated to taking specific actions
In recent years there has been a demand for approaches that get results as organizations were not happy with awareness and education and wanted their target group to take action and change their attitudes and behaviours. That’s when the concept of social marketing started to catch on . Social marketing is very results based and deals with changing attitudes and behaviours .
They know about us, who cares if they don’t buy? Can you imagine any company ever saying this?? Hey, we spent $5M, and made $1M–but at least more people know about us–look at all the awareness we got. No, they would not. Better phrased, they would not be satisfied with that answer. They’d want more information. They’d look at the whole product cycle–from development, to placement, to price, to promotion and beyond. So, why, association and non profit communicators settle with “awareness-building?” Awareness is great–but there’s a time and place for it. I’m aware of Tim Horton's but I buy my coffee at Starbucks. I’m aware of Ford , but I buy a Toyota product. There are times I might know about your association–but I won’t join it . Other times I might know you need help, but I won’t volunteer. I know certain foods are healthy but I don’t necessarily consume them. There is a reason to these behaviours and decisions. There are social norms , benefits, and barriers, motivations, incentives, costs, location and more. That is what we deal with when developing a social marketing plan. So If our friends in the private sector won’t settle for awareness , why do associations settle for awareness? Think about it.
Social marketing draws from many bodies of knowledge such as psychology, sociology, anthropology and communicationsOffers logical planning process involving consumer research, analysis, segmentation, objective setting and identification of strategies and tacticsIt is more difficult than consumer marketing. Involves changing intractable behaviours, with limited resourcesFor business marketing the ultimate goal is to meet shareholder objectives, for social marketers the bottom line is to meet society’s desire to improve its citizens’ quality of lifeSocial marketing should have a long term outlook based on continuing programs rather than one-off initiatives. It should be strategic rather than tacticalShould focus on aggressive listening rather than aggressive promotionThe planning process starts and finishes with research, and research is conducted throughout to inform the development of the strategy
We live in a world in which new trends change everything at a furious pace. Many organizations remain stuck in a rut of complacency. They deliver the same old program, the same old issues, generate the same old knowledge, the same old program, and same old tactics. Let’s do a brochure or a PSA or how about a website or let’s do facebook or You tube video . They do all these things with out a strategy , marketing research or worse let’s do what we did last year . Well this approach won’t cut it any more. It is time to do things that work and are effective. That’s where social marketing comes in.
Upstream Social Marketing Sometimes significant environmental barriers exist which makes it difficult for change to occur at the individual level. In these cases, it may be necessary to employ upstream efforts, which aim to change the political, social, legal, physical or public policy environment by giving messages to industry or government. The upstream concept involves influencing decisions makers and facilitating changes in environments so change (individual or systemic) can take place.
Marketing research is vital. It will allow you to understand the current state, and help you identify the strategic gap between the current knowledge, beliefs and behaviours of your target audience and the desired knowledge, beliefs and behaviours.
Only long-term cumulative efforts can produce significant measurable changesstandard time frame is 3 to 5 years period achieving results depends on:sufficient investment, measurable goals, differentiation from other initiatives, strategic and creative approach, continuity in messagemost SM initiatives adopt phased approach, each phase building on the results of the preceding one
Things are changing around us everyday, and faster than ever before. And now we are seeing a revolution in marketing and communications with social media and digital engagement This is having a big impact on social marketing
Yes what the heck is all this and it is changing everything we do in marketing and communications
We now live in an era where every function within an organization, especially those of marketing and communications, is being fundamentally redefined ! Organizations are no longer in full control . Today, citizens have easy, free access to collaborative publishing and conversation platforms. The whole Web 2.0 revolution is essentially synonymous with the democratization of the internet. It’s about 2-way conversation as opposed to 1-way communication; collaboration and sharing as opposed to silos and information control. The technological barriers that have restricted the common individual from creating content and publishing it to the world are no longer present. Now anyone can instantaneously start a blog, post a video, tweet, share a document, write a review, join a social network and have their content made available to, and accessed by a worldwide online population of 1.8 billion individuals instantly. Incredibly, there are over 200,000 new blogs being created every day. Bloggers publish over 1.6 million posts every day, or over 18 updates a second . Facebook has surpassed 500 million users! Linked In is now the world’s largest professional network, with over 75 million users. Twitter, is used by well over 150 million people worldwide. There are more podcasts in the world than there are radio stations. The variety of topics covers every niche imaginable. What’s more, the widespread adoption of geo-tagging and location based mobile services is slowly making the concept of privacy extinct in exchange for just-in-time convenience.
Social Marketing is used as a tool to integrate and coordinate other components of an organization’s strategies and tactics, including:Training, Education programs, Advocacy, Strategic communications, Public relations, Public affairs, Outreach activities, Legislation, Research, Public policy
Performance measurement Keeps you focused on results instead of internal politics. Too often organizations get caught up in internal politics , social marketing gives you a discipline to focus on your goals and not get sidetracked.SM is used as a tool to integrate and coordinate other components of an organization’s strategies and tactics, including:Training , education programs, advocacy , strategic communications/public relations, public affairs, outreach activities, legislation, research, public policy
Social marketing need not be expensive; but a way of thinking and approaching behavioral change and not a way of spending money…it is not an ad campaign!It’s a tool, really a process and set of tools wrapped in a philosophy for helping an organization do what it wants to do to better societySocial marketing approach will put users on the cutting edge of social changeGives you a single approach which may include: mobilizing communitiesinfluencing the mediaLobbying/advocacy building strategic alliances with business etc.
Health (e.g., anti-smoking, safety, drug abuse, drinking and driving, HIV/AIDS, healthy eating, physical activity, immunization, breast cancer screening, mental health, breast feeding, family planning, parenting, food and product safety, animal safety, prevention of STD’s and other communicable diseases, diabetes prevention, vaccinations ( H1N1) Environment safer water, clean air, energy, conservation, recycling, climate change, preservation of national parks and forests, Transportation seat belts, baby seats, automobile safety, buying lower emission i.e. more fuel efficient motor vehiclesEducation literacy, stay in school, Economy boost job skills and training, attract investors, revitalize older cities, personal money management Other issues family violence, bullying, public safety and emergency preparedness, airport security, human rights, encouraging people to vote , anti-racism campaigns encouraging people to pay their taxes (Sandra Lavigne) , consumer protection, gang violence prevention, among many others.
However we find that introducing social marketing has its challenges.
Based on all of our experiences both in training and running social marketing campaigns we came up with the 10 commandments of social marketing
If the staff running the campaign are not trained in marketing and do not have a good grasp of marketing concepts and theory (not communication and education) then more than likely the campaign initiative will not succeed.There are 4 p’s to marketing. Most campaigns tend to be social communications or advertising campaigns or public education /awareness campaigns but few are really social marketing.Segmentation is the key to effective social marketing but many campaigns are not targeted and focus on the “general public”.
4. Examine the factors influencing the adoption of the behaviour change To be effective in the field of social marketing and influence behaviour change, marketers must understand what their target audiences perceive to be the barriers to change. Marketers focus on removing barriers to an activity while simultaneously enhancing the benefits. 5. Pay attention to social norms which are people’s beliefs about the attitudes and behaviours that are normal, acceptable, or even expected in a particular social context. In many situations, people’s perception of these norms will greatly influence their behaviour.Therefore, when people misperceive the norms of their group—that is, when they inaccurately think an attitude or behaviour is more (or less) common than is actually the case—they may choose to engage in behaviours that are in sync with those false norms. 6.Employ upstream efforts, which aim to change the political, social, legal, and physical or public policy environment The upstream concept involves influencing decisions makers and facilitating changes in environments so change (individual or systemic) can take place. Think of social change as a stream. Typically organizations do a lot of work downstream – working one-on-one on individual behaviour change. And this is good. But until norms are shifted and the behaviour is seen as acceptable and desirable, the change can be isolated and short-lived. By moving further upstream and also involving community influential s or organizations whose actions are needed to bring about change, you have more of a chance to create widespread and sustained change.7. Objectives must be measurable. 3 types of objectives:Knowledge objectives are based on statistics or facts that could motivate the target audience. In particular, the target audience should know the benefits of the proposed behaviour and what tools they can access to help them with behaviour change. Belief objectives are tied to attitudes, opinions, feelings or values held by the target audience. Need to change their attitudes before behaviour change can happen,Behaviour objectives are simple clear and doable actions.
8 Positioning is a key element to social marketing. In social marketing, behaviours and attitudes require long term commitments and do not sell as easily as a bar of soap or a car. A social marketing product often includes a person’s time and effort, giving up things he likes, embarrassment or inconvenience, or social disapproval. To counteract factors working against adoption of the product, we need to acknowledge these potential problems and address them.9.Innovation in methods/tactics used to deliver messages is key to success in social marketing Strategies should use a combination of social marketing targeted tactics directed to key target groups. It is more effective to reach target audiences with messages that are relevant and will resonate with them. What tends to happen is organizations hire advertising, public relations or web experts and guess what your tactics are focused on …advertising, public relations and web. In my workbook and workshops I provide low cost strategies that have impact and don’t require significant financial resources. 10. Evaluate evaluate evaluate. If you have measureable objectives, evaluation should not be difficult. The one approach that works well for social marketers is benchmarking /tracking approach. Benchmark surveys are conducted before a campaign to determine knowledge, behaviours, beliefs and attitudes of the target audience. After the campaign the same questions are asked in a tracking survey. The results of both studies are compared to determine whether the campaign has had an effect on the target audience(s). However there are a number of other methodologies but most important make sure to measure knowledge, beliefs/attitudes/behaviours.
Based on all of our experiences both in training and running social marketing campaigns we came up with the 10 commandments of social marketing
1. Tactics without a strategy 2. Not using the 4 p’s of marketing 3. Improper segmentation 4. Not doing a proper situation analysis 5.Too much promotion and not enough listening 6. Not understanding the barriers to change 7. Not selling the benefits to behaviour change 8. Not paying attention to social norms 9. Total focus on downstream and not upstream 10. Not setting up measurable objectives 11.Not understanding the target group(s) 12.Delivering messages which are not relevant 13. Wrong tactics 14.Focusing on outputs rather than outcomes. 15 Lack of integration of tactics 16. Focus on awareness-education - not attitude and behaviour change 17. Not taking a long term approach 18.Not providing practical advice to target 19. Creative brief off - strategy 20. Implementation team /agency not familiar with social marketing 21.Lack of coordination 22. Lack of skills on implementation And of course little things like boards of directors who think they are experts in social marketing.
This is our work book that is for sale @99 dollars. To order the book please contact firstname.lastname@example.org
This is the template we use in the book.
Workshops in 2011
Thanks for your time
Here is where you can find me and please provide your feedback to Claire Mills.
Social marketing webinar final may 8 11
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 />
www.cepsm.ca<br />Association-Training<br />www.actionstrategies.ca<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 />
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 />
Social Marketing and Behaviour Change for Associations <br />Presented By: Jim Mintz, Centre of Excellence for Public Sector Marketing<br />
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 />
Social Marketing …Why now? Why should you care?<br />
“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 />
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 />
Our world is changing rapidly...<br />Technology Health Demographics Social Values Economics Environment<br />
Social Marketing provides a strategic approach for dealing with these changes… <br />
What are the BenefitsofAdopting a SocialMarketing Approach? <br />
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 />
Social Marketing provides a structured system for:<br /><ul><li>Executing integrated attitude and behaviour changing campaigns
Building your reputation with stakeholders through leadership in campaigns that are strategic
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 />
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 />http://cepsm.ca/index.php/home<br />