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Engaging Online Through Community-Based Social Marketing


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Breakout session presented at the Association for Communication Excellence in Agriculture, Natural Resources, and Human Sciences (ACE) Conference in New Orleans, 2017. Presentation by Dr. Lauri M. Baker, Audrey E. H. King, and Dr. Kristina Boone.

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Engaging Online Through Community-Based Social Marketing

  1. 1. Engaging online through community-based social marketing Lauri M. Baker, Audrey E. H. King, & Kris Bone
  2. 2. What is “engagement”? • Universities working with larger communities, characterized by • Mutual benefit and reciprocity • Exchange of resources and knowledge • Linked with public and private sectors • Work with (not on) communities • Community must talk about the problem in their own terms • NOT an expert-driven/information-deficit model
  3. 3. We are asking you to engage: You get beads when you participate in this workshop
  4. 4. A little history • 1930s/1940s, Cooperative Extension • Focus on developing community in addition to problem solving • Problem solving not just technically but in context • Provided discussion guides to local agents on how to convene and facilitate discussion • Model changed in 1950s to become experts providing information • Information age challenges the expert-driven model
  5. 5. Recent Studies • Communities where Extension agents were engaged tended to experience producers who had implemented best management practices • Integrated and engaged Extension agents are more effective • Engaging and communicating with constituents would support producers to implement better practices
  6. 6. Community-Based Social Marketing • Strategy for behavior change, particularly related to sustainable behaviors • Steps of CBSM: 1. Select behavior to promote 2. Identify the barriers and benefits 3. Develop a strategy • Source of communication was essential to consider 4. Pilot the plan 5. Evaluate
  7. 7. Community-Based Social Marketing • Identifying barriers is an important step but is often skipped. • People think they already understand the barriers. • Behavior change is best influenced by vivid and personal communication. • Know the audience • Understand different sectors of the audience
  8. 8. Elaboration Likelihood Model • Messages are processed either centrally or peripherally • Centrally processed messages • More relevant to the listener • More likely to be acted upon • Analyzed more heavily • Peripherally processed messages • Low motivation and ability to process • Less likely to achieve a lasting behavior change
  9. 9. Local Constituents Local Extension Agent Local Extension Agent University Research Model of Extension based on Rasmussen, 1989
  10. 10. Community-Based Elaboration Marketing Local Constituents Local Extension Agent Local Extension Agent University Research
  11. 11. Community-Based Elaboration Marketing 1. Establish strong community connections 4. Deliver prompts with vivid personal communications 5. Community established social norms 2. Select Behavior 3. Develop strategy with behavior-change tools with community members • Become a trusted source • Identify opinion leaders • Vivid visual and personalized communications • Consider audience • Identify barriers and benefits
  12. 12. Moving It Online • 1. Connect with people • Ask people to • “join your community” • “join the discussion” • “come learn with us” • Then ask for the like or follow • Identify key people to follow, like, and share • Make sure they know what they will get – be transparent
  13. 13. Moving It Online • 2. Evaluate your behavior and make it relevant online • Remove barriers for people connecting with you online • 3. Strategy with behavior change and online adaptation • Use your online tools • Online quizzes are great • Think engagement • Ask for interaction •
  14. 14. Moving It Online • 4. Prompts • Remind people how to engage with you online • Put it on all marketing materials • Announce it at sessions • Make it easy – short URLs, scannables, etc. • Contests • Make it personal • Segregate your lists • Use A/B split testing
  15. 15. Moving It Online • 5. Norms • When people ask for info – give it to them, but remind them to follow you and look for it on social media • Make your sites “the place to go” • Get your opinion leaders on Board • Use faculty, agents, staff, community members, and other opinion leaders • K-State Agronomy
  16. 16. Let’s Put This in Action • When in the south… • Prepare for a hurricane • How can we improve these plans through what we now know? • LSU • • UF IFAS • c.shtml
  17. 17. Applying This To Your Work What is a major communication challenge in your work where you can apply this framework? • Take some time to walk through applying this framework • Share your problem…it helps
  18. 18. Questions? • Continue the conversation •