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An Introduction to Social Marketing and Communications Campaigns George Perlov
Agenda <ul><li>Background on Social Marketing Theory </li></ul><ul><li>Creating a Public Education Communications Campaign...
Commercial Break
What is Social Marketing?
What is marketing?  <ul><li>Definition: </li></ul><ul><ul><li>The business activity of presenting products or services to ...
Examples of Marketing Campaigns <ul><li>Discussion  </li></ul><ul><ul><li>Think of a campaign that has influenced you </li...
What is social marketing? <ul><li>Definition </li></ul><ul><ul><li>Social marketing is the use of marketing principles and...
Similarities Among Commercial Marketing and Social Marketing <ul><li>Influencing a behavior or attitude </li></ul><ul><li>...
Key Differences Between Commercial Marketing and Social Marketing <ul><li>Who benefits? </li></ul><ul><ul><li>Pleasure or ...
What Issues does Social Marketing  Best Address? <ul><li>Health </li></ul><ul><li>Safety </li></ul><ul><li>Environment </l...
What Groups Use Social Marketing? <ul><li>Government agencies </li></ul><ul><li>Nonprofit groups (NGOs) </li></ul><ul><li>...
The 4P’s of (Social) Marketing  <ul><li>Product  </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promoti...
Product <ul><li>Our product is what we are selling, the desired behavior and the associated benefits of that behavior  </l...
Price <ul><li>The price of a social marketing product is the cost that the target audience associates with adopting the ne...
Place <ul><li>Place is where and when the target market will perform the desired behavior, acquire any related tangible ob...
Promotion <ul><li>Persuasive communications designed and delivered to highlight: </li></ul><ul><ul><li>product benefits </...
Other Ways to Influence Behavior <ul><li>Technology </li></ul><ul><li>Economics </li></ul><ul><li>Education </li></ul><ul>...
Best Practices in Social Marketing <ul><li>Take advantage of what is known and has been done before </li></ul><ul><li>Star...
Best Practices in Social Marketing (cont.) <ul><li>Understand and address perceived benefits and costs </li></ul><ul><li>M...
Best Practices in Social Marketing (cont.) <ul><li>Make it easy and convenient for inspired audiences to act on recommende...
Changing an Everyday Behavior
 
NYC Smoking Prevention TV
 
Planning a Public Education Campaign
Public Education Campaign Process Creative Development Production Distribution/Media Outreach/PR Launch Strategic Developm...
Where Do You Start?  <ul><li>All compelling campaigns start with the process of research and strategic planning </li></ul>...
Where Do You Start?  <ul><li>Review secondary research </li></ul><ul><ul><li>Facts and figures about the issue </li></ul><...
How Do You Create A Great Campaign? <ul><li>Understand that a great campaign: </li></ul><ul><ul><li>Motivates people </li>...
How Do You Create A Great Campaign? <ul><li>Whether it’s an ad, a brochure or a book mark, great creative ideas communicat...
Components of a Creative Brief <ul><ul><li>Background/Objective – Why are we advertising? </li></ul></ul><ul><ul><li>Targe...
Theory of Change Model <ul><li>Public Service Ads </li></ul><ul><li>- TV </li></ul><ul><li>Radio </li></ul><ul><li>Print <...
Best Practices for Creative Development <ul><li>In every communication, talk to the audience as you would a friend </li></...
What If Creative Is Cutting-Edge or Controversial? <ul><li>Ensure your facts are bullet-proof </li></ul><ul><li>Avoid bein...
How Many Ways Can You Reach Them?  <ul><li>To accomplish social change, a broader communication model is ideal </li></ul><...
How Many Ways Can You Reach Them? <ul><li>Advertising </li></ul><ul><ul><ul><li>TV  </li></ul></ul></ul><ul><ul><ul><li>Ra...
How Many Ways Can You Reach Them? <ul><li>Event Marketing </li></ul><ul><ul><ul><li>Concerts, Health Fairs </li></ul></ul>...
Ad Council Model for Effective Campaigns  Exposure Recognition Engagement Impact
Employ a “Dashboard” of Indicators   <ul><li>Strategic and creative testing </li></ul><ul><li>Media measurement </li></ul>...
Discussion <ul><li>What are your communication needs? </li></ul><ul><li>How can we apply this learning?  </li></ul>
Questions?  <ul><li>George Perlov </li></ul><ul><li>[email_address] </li></ul><ul><li>1-917-748-2543 </li></ul><ul><li>Sky...
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Social marketing

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Social marketing

  1. 1. An Introduction to Social Marketing and Communications Campaigns George Perlov
  2. 2. Agenda <ul><li>Background on Social Marketing Theory </li></ul><ul><li>Creating a Public Education Communications Campaign </li></ul><ul><li>Case Studies/Examples </li></ul><ul><li>Applying these concepts to your needs </li></ul>
  3. 3. Commercial Break
  4. 4. What is Social Marketing?
  5. 5. What is marketing? <ul><li>Definition: </li></ul><ul><ul><li>The business activity of presenting products or services to potential customers in such a way as to make them eager to buy. Marketing includes such matters as the pricing and packaging of the product and the creation of demand by advertising and sales campaigns </li></ul></ul><ul><ul><ul><ul><ul><li>MSN, Encarta </li></ul></ul></ul></ul></ul>
  6. 6. Examples of Marketing Campaigns <ul><li>Discussion </li></ul><ul><ul><li>Think of a campaign that has influenced you </li></ul></ul><ul><ul><ul><li>Who is the target audience? </li></ul></ul></ul><ul><ul><ul><li>What is the key message? </li></ul></ul></ul><ul><ul><ul><li>When did it run? </li></ul></ul></ul><ul><ul><ul><li>Where did you hear about it? </li></ul></ul></ul><ul><ul><ul><li>Why is it memorable? </li></ul></ul></ul>
  7. 7. What is social marketing? <ul><li>Definition </li></ul><ul><ul><li>Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject or modify a behavior for the benefit of individuals, groups or society as a whole. </li></ul></ul><ul><ul><ul><ul><li>Kotler, Roberto and Lee, Social Marketing:Improving the Quality of Life (2002) </li></ul></ul></ul></ul>
  8. 8. Similarities Among Commercial Marketing and Social Marketing <ul><li>Influencing a behavior or attitude </li></ul><ul><li>Target audience </li></ul><ul><li>Uses similar interventions or tactics, including communications </li></ul>
  9. 9. Key Differences Between Commercial Marketing and Social Marketing <ul><li>Who benefits? </li></ul><ul><ul><li>Pleasure or sacrifice </li></ul></ul><ul><li>What is the product? </li></ul><ul><li>Budgets </li></ul>
  10. 10. What Issues does Social Marketing Best Address? <ul><li>Health </li></ul><ul><li>Safety </li></ul><ul><li>Environment </li></ul><ul><li>Community engagement </li></ul>
  11. 11. What Groups Use Social Marketing? <ul><li>Government agencies </li></ul><ul><li>Nonprofit groups (NGOs) </li></ul><ul><li>Corporations </li></ul><ul><ul><li>Media Companies </li></ul></ul>
  12. 12. The 4P’s of (Social) Marketing <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>
  13. 13. Product <ul><li>Our product is what we are selling, the desired behavior and the associated benefits of that behavior </li></ul>benefit desired behavior Objects and services… to support behavior change
  14. 14. Price <ul><li>The price of a social marketing product is the cost that the target audience associates with adopting the new behavior </li></ul><ul><ul><li>Monetary costs </li></ul></ul><ul><ul><li>Non-monetary costs </li></ul></ul>
  15. 15. Place <ul><li>Place is where and when the target market will perform the desired behavior, acquire any related tangible objects, and receive any associated services . </li></ul><ul><ul><li>Make access to the social marketing product easy and convenient </li></ul></ul>
  16. 16. Promotion <ul><li>Persuasive communications designed and delivered to highlight: </li></ul><ul><ul><li>product benefits </li></ul></ul><ul><ul><li>pricing strategies </li></ul></ul><ul><ul><li>ease of access (place) </li></ul></ul><ul><li>Creating messages </li></ul><ul><ul><li>What to say </li></ul></ul><ul><ul><li>How to say it </li></ul></ul><ul><li>Placing messages (media) </li></ul>
  17. 17. Other Ways to Influence Behavior <ul><li>Technology </li></ul><ul><li>Economics </li></ul><ul><li>Education </li></ul><ul><li>Legal/Political/Policy Making </li></ul>
  18. 18. Best Practices in Social Marketing <ul><li>Take advantage of what is known and has been done before </li></ul><ul><li>Start with target markets that are most ready for action </li></ul><ul><li>Promote a single doable behavior explained in simple, clear terms </li></ul><ul><li>Consider incorporating a tangible object or service to support the target behavior </li></ul>
  19. 19. Best Practices in Social Marketing (cont.) <ul><li>Understand and address perceived benefits and costs </li></ul><ul><li>Make access easy </li></ul><ul><li>Develop attention-getting and motivational messages </li></ul><ul><li>Use appropriate media and exploit opportunities for audience participation </li></ul>
  20. 20. Best Practices in Social Marketing (cont.) <ul><li>Make it easy and convenient for inspired audiences to act on recommended behaviors </li></ul><ul><li>Allocate appropriate resources for media and outreach </li></ul><ul><li>Allocate adequate resources for research </li></ul><ul><li>Track results and make adjustments </li></ul>
  21. 21. Changing an Everyday Behavior
  22. 23. NYC Smoking Prevention TV
  23. 25. Planning a Public Education Campaign
  24. 26. Public Education Campaign Process Creative Development Production Distribution/Media Outreach/PR Launch Strategic Development Research & Planning Process Monitoring & Assessment
  25. 27. Where Do You Start? <ul><li>All compelling campaigns start with the process of research and strategic planning </li></ul><ul><li>This allows you to uncover key insights that will relate to your target audience </li></ul>
  26. 28. Where Do You Start? <ul><li>Review secondary research </li></ul><ul><ul><li>Facts and figures about the issue </li></ul></ul><ul><ul><li>Review of previous/similar campaigns </li></ul></ul><ul><ul><li>Industry experts </li></ul></ul><ul><ul><li>Consumer trends </li></ul></ul><ul><li>Conduct consumer research </li></ul><ul><ul><li>Qualitative </li></ul></ul><ul><ul><li>Quantitative </li></ul></ul><ul><li>Uncover key insights that are unique, relevant and actionable </li></ul>
  27. 29. How Do You Create A Great Campaign? <ul><li>Understand that a great campaign: </li></ul><ul><ul><li>Motivates people </li></ul></ul><ul><ul><li>Sends a message that strikes a chord </li></ul></ul><ul><ul><li>Moves them to start doing something new or differently </li></ul></ul>
  28. 30. How Do You Create A Great Campaign? <ul><li>Whether it’s an ad, a brochure or a book mark, great creative ideas communicate just one idea and start with a creative brief that’s single-minded </li></ul>
  29. 31. Components of a Creative Brief <ul><ul><li>Background/Objective – Why are we advertising? </li></ul></ul><ul><ul><li>Target audience – Who are we talking to? </li></ul></ul><ul><ul><li>Target insight – What will get their attention? </li></ul></ul><ul><ul><li>Main message – What should the advertising say? </li></ul></ul><ul><ul><li>Support for message – Why should they believe us? </li></ul></ul><ul><ul><li>Call to action – What do we want the target to do? </li></ul></ul>
  30. 32. Theory of Change Model <ul><li>Public Service Ads </li></ul><ul><li>- TV </li></ul><ul><li>Radio </li></ul><ul><li>Print </li></ul><ul><li>Interactive </li></ul><ul><li>Public Relations & Press Outreach </li></ul><ul><li>Campaign-related </li></ul><ul><li>- Other sponsor activities & events </li></ul>Other Messages & Activities Overseen by Sponsor Exposure to PSAs [Donated media data, tracking survey] Exposure to Press Coverage <ul><li>Increased awareness </li></ul><ul><li>Increased talkability/word of mouth </li></ul><ul><li>Heightened interest in foster care and/or adoption </li></ul>Target audience members visit website/calls number Target audience begins application process Increased number of placements of children in loving, permanent homes Activities Short-term and Intermediate Outcomes Behavioral Outcomes Impact <ul><li>Other Messages & Activities, eg., </li></ul><ul><li>State-level and local-level appeals </li></ul><ul><li>News media stories, entertainment media </li></ul>
  31. 33. Best Practices for Creative Development <ul><li>In every communication, talk to the audience as you would a friend </li></ul><ul><li>If possible, entertain them </li></ul><ul><li>If needed, make them uncomfortable </li></ul><ul><li>Once you’ve got them, don’t ask for too much </li></ul><ul><ul><li>Tell them why they shouldn’t drive drunk… </li></ul></ul><ul><ul><li>Take small steps to get healthier… </li></ul></ul>
  32. 34. What If Creative Is Cutting-Edge or Controversial? <ul><li>Ensure your facts are bullet-proof </li></ul><ul><li>Avoid being provocative for provocative sake </li></ul><ul><li>Understand who your advocates and adversaries are </li></ul><ul><li>Gain buy-in of the message from the very top </li></ul><ul><li>Build external, non-partisan consensus </li></ul><ul><li>Have a plan to address concerns </li></ul><ul><li>Be resolute to weathering a storm </li></ul>
  33. 35. How Many Ways Can You Reach Them? <ul><li>To accomplish social change, a broader communication model is ideal </li></ul><ul><li>People consume media in many ways so integrated marketing includes more than just TV </li></ul><ul><li>Even small budgets can be effective with the right marketing mix that ties closely to campaign goals </li></ul><ul><ul><li>Extensive reach to broad population? </li></ul></ul><ul><ul><li>Frequency of message to priority population? </li></ul></ul><ul><ul><li>Importance of seasonality or geography? </li></ul></ul>
  34. 36. How Many Ways Can You Reach Them? <ul><li>Advertising </li></ul><ul><ul><ul><li>TV </li></ul></ul></ul><ul><ul><ul><li>Radio </li></ul></ul></ul><ul><ul><ul><li>Print </li></ul></ul></ul><ul><ul><ul><li>Out Of Home </li></ul></ul></ul><ul><ul><ul><li>Internet </li></ul></ul></ul><ul><ul><ul><li>Yellow Pages </li></ul></ul></ul><ul><li>Public Relations </li></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Media Relations </li></ul></ul></ul><ul><ul><ul><li>Grassroots Marketing </li></ul></ul></ul><ul><ul><ul><li>Buzz </li></ul></ul></ul>
  35. 37. How Many Ways Can You Reach Them? <ul><li>Event Marketing </li></ul><ul><ul><ul><li>Concerts, Health Fairs </li></ul></ul></ul><ul><li>Direct </li></ul><ul><ul><ul><li>Letters, Phone Calls </li></ul></ul></ul><ul><li>Collateral </li></ul><ul><ul><ul><li>Brochures, Free Standing Inserts </li></ul></ul></ul><ul><li>Educational Curriculum </li></ul><ul><ul><ul><li>Teacher’s Kits </li></ul></ul></ul><ul><li>Cause Marketing </li></ul><ul><ul><ul><li>Consumer Brand Tie-ins </li></ul></ul></ul><ul><li>Government Affairs </li></ul><ul><ul><ul><li>Legislative Briefings & Outreach </li></ul></ul></ul>
  36. 38. Ad Council Model for Effective Campaigns Exposure Recognition Engagement Impact
  37. 39. Employ a “Dashboard” of Indicators <ul><li>Strategic and creative testing </li></ul><ul><li>Media measurement </li></ul><ul><li>Press coverage </li></ul><ul><li>Surveys of the target audience </li></ul><ul><li>Fulfillment (web visits, toll-free calls) </li></ul><ul><li>Online analytics </li></ul><ul><li>Externally monitored results </li></ul><ul><li>Anecdotal feedback </li></ul>
  38. 40. Discussion <ul><li>What are your communication needs? </li></ul><ul><li>How can we apply this learning? </li></ul>
  39. 41. Questions? <ul><li>George Perlov </li></ul><ul><li>[email_address] </li></ul><ul><li>1-917-748-2543 </li></ul><ul><li>Skype: georgeperlov </li></ul>

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