Planning and Research in
Social Marketing
Marco Bardus, MA
Università della Svizzera italiana
28/9/2011- Fall 2011, Week 2...
OVERVIEW
• Let’s recap: the social marketing process
• Today’s focus: planning & strategy
• 10 steps in strategic Marketin...
Lugano, 23/09/2010 Social Marketing Fall 2010 3
SOCIAL MARKETING
PROCESS
Planning & Strategy
STEP 1: PLANNING & STRATEGY
Before planning, ask yourself:
What are your organization’s goals, financial resources,
staffi...
STEP 1: PLANNING & STRATEGY
Before planning, ask yourself:
What are the appropriate distribution channels?
– What media ch...
Strategic planning
STRATEGIC PLANNING
Involves answering 4 important questions
1. Where are we? / Why are we doing this? (mission)
2. Where d...
ASK YOURSELVES…
• Why this? Why now? Why them? Why you?
• Who do you need to convince? Of what?
• Why would they do it (be...
AND ALSO ASK YOURSELVES …
• How can you design/alter what you are offering or what
can you do to make behaviours more attr...
10-step to develop a
social Marketing plan
See chapter 2 (Kotler & Lee, 2008: 34-45)
Kotler & Lee, 2008: 45
Lugano, 28/09/2011 12Social Marketing Fall 2011
Lugano, 23/09/2010 Social Marketing Fall 2010 13
10 STEP MARKETING PLAN
1. Describe the Plan
Background, Purpose, and
Focu...
1) DESCRIBE THE PLAN BACKGROUND,
PURPOSE, AND FOCUS
• Background:
– What social issue (problem) will you address?
– Why is...
2) CONDUCT A SITUATION ANALYSIS
• SWOT:
– Strengths, Opportunities, Weaknesses & Threats
– Look at both internal and exter...
SWOT ANALYSIS
• SWOT
– Internal
•Strengths
•Weaknesses
– External
•Opportunities
•Threats (Challenges)
16
CONTEXT ANALYSIS - INTERNAL
Strength Weakness So What?
Mission, vision, plans
Human resources
Financial resources
(specify...
CONTEXT ANALYSIS - EXTERNAL
Opportunity Challenge So What?
Competition (for attention,
within the field, other
behaviours,...
19
20
3) SELECT TARGET AUDIENCE
• Who will the initiative target?
• What do we know about them?
– Demographics, buying patterns,...
4) SET GOALS AND OBJECTIVES
• Goals: overarching statements
• Objectives: Specific & measurable
– Behavior: what do we wan...
5) IDENTIFY THE COMPETITION, BARRIERS
AND MOTIVATORS
• What is your TA doing now?
• What do you want them to do?
• What is...
6) CRAFT A DESIRED POSITIONING
• Develop a statement that sets you a part from the
crowd (USP)
• This is your BRAND.
Lugan...
7) DEVELOP THE MARKETING MIX
• Product
– Actual (desired behavior), Core (values benefits associated),
Augmented (tangible...
8) MONITORING & EVALUATION
• How will you know if it worked?
• To what extent the objectives were achieved?
• Think about ...
9) ESTABLISH BUDGETS
• How much does it cost?
• How are you paying for it?
Lugano, 28/09/2011 27Social Marketing Fall 2011
10) IMPLEMENTATION PLAN
• Who must do what
• When must they do it
• How much time & money does it take
Lugano, 28/09/2011 ...
Be sistematic!
BE SYSTEMATIC!
• Successful social marketing campaigns take time to be
strategic.
• Why?
– How can you design an ad or dec...
RESEARCH IN SOCIAL
MARKETING
MARKETING RESEARCH
Kotler & Lee, 2008: 45
Lugano, 28/09/2011 Social Marketing Fall 2011 32
Lugano, 23/09/2010 Social Marketing Fall 2010 33
FORMATIVE RESEARCH
• Which key decisions are
to be made?
– Priority segme...
FORMATIVE RESEARCH METHODS
• Qualitative: If you need answers to “Why?” questions
• Focus groups
• Interviews
• Observatio...
QUALITATIVE METHODS
• Use when:
• You want to gain a deeper understanding of
– What people think
– How they act
– Why
• Al...
OBSERVATION
• The researcher watches the target audience in action,
in the natural setting (sometimes simulated)
• Puts be...
TYPES OF OBSERVATION
• Complete observation
– Watch TA choose a behavior or product
– TA does not know you are researching...
INTERVIEWING
• The researcher has an n depth conversation with
individuals from the TA
• Goal is to develop comprehensive ...
FOCUS GROUPS
• Used to collect information about a specific topic that
can’t quite be captured on a survey
• The TA is a g...
SURVEY QUESTIONS
• Pros and cons
• Designing surveys
– Finding existing surveys
– Refine and test them
– Stay focused
– Or...
ORGANIZING SURVEYS
• Self administered - paper
– Layout
– Set expectations
• Self administered - online
– # of Qs
– Set ex...
WRITING GOOD QUESTIONS (1)
• No double barreled Qs
It is one that has more than one question embedded
within it. Participa...
WRITING GOOD QUESTIONS (2)
• No biased questions: questions that encourage your
participants to respond to the question in...
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Planning and Research in Social Marketing_28.9.2011

  1. 1. Planning and Research in Social Marketing Marco Bardus, MA Università della Svizzera italiana 28/9/2011- Fall 2011, Week 2 Lugano, 28/09/2011 Social Marketing Fall 2011 1
  2. 2. OVERVIEW • Let’s recap: the social marketing process • Today’s focus: planning & strategy • 10 steps in strategic Marketing planning process (Chapter 2 Kotler & Lee, 2008: 34-45) • Research in Social Marketing – Marketing research – Formative research Lugano, 28/09/2011 2Social Marketing Fall 2011
  3. 3. Lugano, 23/09/2010 Social Marketing Fall 2010 3 SOCIAL MARKETING PROCESS
  4. 4. Planning & Strategy
  5. 5. STEP 1: PLANNING & STRATEGY Before planning, ask yourself: What are your organization’s goals, financial resources, staffing availability? What is the behavior in need of change (the economics, significance and predictions)? How big is the market - size, geography, characteristics? What does your target market look like (demographics, knowledge, beliefs, stage of change, barriers, benefits, literacy) Lugano, 28/09/2011 5Social Marketing Fall 2011
  6. 6. STEP 1: PLANNING & STRATEGY Before planning, ask yourself: What are the appropriate distribution channels? – What media channels does your TM use? (Web, TV, radio, print) What resources do you have? What are the competitors doing? Lugano, 28/09/2011 6Social Marketing Fall 2011
  7. 7. Strategic planning
  8. 8. STRATEGIC PLANNING Involves answering 4 important questions 1. Where are we? / Why are we doing this? (mission) 2. Where do we want to go? (vision) 3. How will we get there? 4. How will we stay on course? Lugano, 28/09/2011 8Social Marketing Fall 2011
  9. 9. ASK YOURSELVES… • Why this? Why now? Why them? Why you? • Who do you need to convince? Of what? • Why would they do it (benefits)? Why not (barriers)? Who has an influence on them (influencers)? • How and where can you reach them? • Can you segment groups based on demographics, readiness, efficacy, social and economic considerations, etc.? • What are your strengths, opportunities and challenges? • With what and/or whom are you competing? Lugano, 28/09/2011 9Social Marketing Fall 2011
  10. 10. AND ALSO ASK YOURSELVES … • How can you design/alter what you are offering or what can you do to make behaviours more attractive (product), less costly (price), easy, and convenient (time, price and place)? • Based on your audience analysis, which media, networks of key influencers, events and settings will enable you to reach your audience? • How should you frame and pre-test your messages? • Which partners should you consider in order to leverage their influence and credibility, gain access to the audience or create supportive environments? • How will you know if you are successful? Lugano, 28/09/2011 10Social Marketing Fall 2011
  11. 11. 10-step to develop a social Marketing plan See chapter 2 (Kotler & Lee, 2008: 34-45)
  12. 12. Kotler & Lee, 2008: 45 Lugano, 28/09/2011 12Social Marketing Fall 2011
  13. 13. Lugano, 23/09/2010 Social Marketing Fall 2010 13 10 STEP MARKETING PLAN 1. Describe the Plan Background, Purpose, and Focus 2. Conduct a Situation Analysis 3. Select Target Markets 4. Set Objectives and Goals 5. Identify the Competition and Target Market Barriers and Motivators 6. Craft a Desired Positioning 7. Develop a Strategic Marketing Mix (4Ps) 8. Outline a Plan for Monitoring and Evaluation 9. Establish Budgets and Find Funding Sources 10. Complete an Implementation Plan
  14. 14. 1) DESCRIBE THE PLAN BACKGROUND, PURPOSE, AND FOCUS • Background: – What social issue (problem) will you address? – Why is this issue important? • Purpose statement: – The purpose of this social marketing plan is to… • Should include the benefit of it • Focus of initiative: – What is the goal? What are you really trying to do? Lugano, 28/09/2011 14Social Marketing Fall 2011
  15. 15. 2) CONDUCT A SITUATION ANALYSIS • SWOT: – Strengths, Opportunities, Weaknesses & Threats – Look at both internal and external factors • Past or similar efforts – activities, results & lessons learned Lugano, 28/09/2011 15Social Marketing Fall 2011
  16. 16. SWOT ANALYSIS • SWOT – Internal •Strengths •Weaknesses – External •Opportunities •Threats (Challenges) 16
  17. 17. CONTEXT ANALYSIS - INTERNAL Strength Weakness So What? Mission, vision, plans Human resources Financial resources (specify if pre-determined) Decision-making process Partnerships Access to audiences Credibility Others 17
  18. 18. CONTEXT ANALYSIS - EXTERNAL Opportunity Challenge So What? Competition (for attention, within the field, other behaviours, other causes, etc.) Community readiness Ethical issues Others (legal, political, social, economic, demographic, technological, etc.) 18
  19. 19. 19
  20. 20. 20
  21. 21. 3) SELECT TARGET AUDIENCE • Who will the initiative target? • What do we know about them? – Demographics, buying patterns, beliefs, size, behaviors, etc. Lugano, 28/09/2011 21Social Marketing Fall 2011
  22. 22. 4) SET GOALS AND OBJECTIVES • Goals: overarching statements • Objectives: Specific & measurable – Behavior: what do we want them to do – Knowledge: what they should know – Belief: what attitudes we influence • SMART: Specific, Measurable, Attainable, Relevant, & Time sensitive !! For Kotler & Lee goals are ojectives and viceversa Lugano, 28/09/2011 22Social Marketing Fall 2011
  23. 23. 5) IDENTIFY THE COMPETITION, BARRIERS AND MOTIVATORS • What is your TA doing now? • What do you want them to do? • What is getting in the way? (beliefs, attitudes, experiences, etc.) • What things help facilitate them doing what you want? Lugano, 28/09/2011 23Social Marketing Fall 2011
  24. 24. 6) CRAFT A DESIRED POSITIONING • Develop a statement that sets you a part from the crowd (USP) • This is your BRAND. Lugano, 28/09/2011 24Social Marketing Fall 2011
  25. 25. 7) DEVELOP THE MARKETING MIX • Product – Actual (desired behavior), Core (values benefits associated), Augmented (tangible benefits, incentives, services) • Price (monetary & nonmonetary) • Place – where the behavior will be preformed & get campaign related items or services • Promotion – your communication strategies (messages, messengers) & channels Lugano, 28/09/2011 25Social Marketing Fall 2011
  26. 26. 8) MONITORING & EVALUATION • How will you know if it worked? • To what extent the objectives were achieved? • Think about the – output (campaign activities), – outcome (changes in TA behavior or attitudes) & – impact (on your topic) Process evaluation vs. program evaluation Lugano, 28/09/2011 26Social Marketing Fall 2011
  27. 27. 9) ESTABLISH BUDGETS • How much does it cost? • How are you paying for it? Lugano, 28/09/2011 27Social Marketing Fall 2011
  28. 28. 10) IMPLEMENTATION PLAN • Who must do what • When must they do it • How much time & money does it take Lugano, 28/09/2011 28Social Marketing Fall 2011
  29. 29. Be sistematic!
  30. 30. BE SYSTEMATIC! • Successful social marketing campaigns take time to be strategic. • Why? – How can you design an ad or decide on a channel if you do not yet know what the message should be or what channels your TA uses? – Must decide on your product before knowing how to sell it – It all starts by getting to know your TA Lugano, 28/09/2011 30Social Marketing Fall 2011
  31. 31. RESEARCH IN SOCIAL MARKETING
  32. 32. MARKETING RESEARCH Kotler & Lee, 2008: 45 Lugano, 28/09/2011 Social Marketing Fall 2011 32
  33. 33. Lugano, 23/09/2010 Social Marketing Fall 2010 33 FORMATIVE RESEARCH • Which key decisions are to be made? – Priority segments and objectives – Positioning – Product, price and place strategies – Promotional strategies (messages, channels and messengers) – Partnerships – Benchmarking and evaluation • What information will help you make the best decisions? – Best practices? – Why? – How many? – How much? – Context and competition?
  34. 34. FORMATIVE RESEARCH METHODS • Qualitative: If you need answers to “Why?” questions • Focus groups • Interviews • Observational • Quantitative: If you need answers to “How many?” and “How much?” questions • Primary research – Surveys – Controlled experiments • Secondary research – Literature reviews, examine data from prior surveys/polls and existing data sets (e.g., incidence data; RFM + Recency Frequency and Monetary Value, Swiss General Health Survey, Eurobarometer) 34
  35. 35. QUALITATIVE METHODS • Use when: • You want to gain a deeper understanding of – What people think – How they act – Why • Allows you to see behavior • Allows participants to tell you in their own words • Allows for context, exploration, hypothetical • You really get to know it, feel it, experience it
  36. 36. OBSERVATION • The researcher watches the target audience in action, in the natural setting (sometimes simulated) • Puts behavior in context
  37. 37. TYPES OF OBSERVATION • Complete observation – Watch TA choose a behavior or product – TA does not know you are researching them – EX: helmet use, stairs or escalator, product choice, others? • Participation and observation – Some of the TA knows you are researching – EX: Addiction treatment experience, others? • Covert/complete participation – Fully emerged in TA behavior – TA does not know you are researching them – EX: hand washing, homelessness, e-mail list studies
  38. 38. INTERVIEWING • The researcher has an n depth conversation with individuals from the TA • Goal is to develop comprehensive picture & gain understanding of a topic • Active engagement w/ TA • It’s a conversation • Planned topics are addressed • Open ended questions w/ probes
  39. 39. FOCUS GROUPS • Used to collect information about a specific topic that can’t quite be captured on a survey • The TA is a group of people with something in common - like gender, interest in weight loss, experience with a product • Captures, attitudes, beliefs, preferences, evaluation of programs, development of communication messages, promotional strategies
  40. 40. SURVEY QUESTIONS • Pros and cons • Designing surveys – Finding existing surveys – Refine and test them – Stay focused – Order Qs appropriately
  41. 41. ORGANIZING SURVEYS • Self administered - paper – Layout – Set expectations • Self administered - online – # of Qs – Set expectations • Telephone
  42. 42. WRITING GOOD QUESTIONS (1) • No double barreled Qs It is one that has more than one question embedded within it. Participants may answer one but not both, or may disagree with part or all of the question. – Double-barreled question: – Would you like to be rich and famous? – Do you agree that the washrooms at USI are a problem and that the administration should be working diligently on a solution? • Revised question: Are the washrooms at USI a problem? – (If the participant responds yes): Should the administration be responsible for solving this problem?
  43. 43. WRITING GOOD QUESTIONS (2) • No biased questions: questions that encourage your participants to respond to the question in a certain way. They can lead your participants to agree or respond in a certain way – Biased question: Don't you agree that campus WCs are disgusting? – Revised question: Are USI WCs disgusting? – Biased question: There are many people who believe that USI washrooms are disgusting. Are you one of them? – Revised question: Do you agree or disagree that campus WCs are disgusting?

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