WEEK 1 & 2MKT 365 COMMUNITY BASED SOCIALMARKETING
WHAT WILL BECOVERED1. Understanding and defining social marketing • Social marketing basics • Social marketing mix • Social marketing process2. Social marketing in a community context • Using marketing to develop or build communities3. Planning social marketing activities • Understanding target audiences • Strategy development4. Evaluation of examples
EXPERIMENTWhat is marketing?Working in your regular groups of three, define marketing in25 words or less.Write yourdefinition onthe board whenfinished.
MARKETINGAccording to the American Marketing Association:Marketing is the activity, set of institutions, and processes forcreating, communicating, delivering, and exchangingofferings that have value for customers, clients, partners,and society at large.There is a social implication to marketing. Social marketingand community based social marketing specifically focusprimarily on this social aspect of marketing.
SOCIAL MARKETINGDEFINED• Since the 1970‟s• Also called social cause Using the marketing• Practiced by a wide range marketing of organizations including government, business and non-profits function to focus• Distinct from non-profit marketing on influencing• Social responsibility in action? behaviors that• Can marketers be irresponsible? benefit the collective good.
RESPONSIBLE?• Is responsibility equally applicable to all products?• Brands?• Is there a variable scale?
RESPONSIBLE?• Does it matter who the target audience is?• Another layer of responsibility?• Is selling more product regardless of outcome good for a business or community?
RESPONSIBLE?• Shocking?• Funny?• Responsible?• Is attention at any cost responsible marketing?• What are the costs here?
RESPONSIBLE?• How does a business like this impact a community?• Is it fun until someone gets hurt? Twice?!
RESPONSIBLE?• Greasy fried chicken and cancer awareness?• Problems?• Better than nothing?
RESPONSIBLE?• Soft drink maker advocating on behalf of polar bears?
RESPONSIBLE?• Apple promoting itself as a green company?
SOCIAL(LY) MARKETING• Consumers are sophisticated• Cannot be lip service• Needs to be backed up by action, track record• Identifiable behavior changes are required• In the benefit of all involved
PROJECT RED• Partnership based “Philanthropy is like hippie music,• Commerce based holding hands. (RED) is more like punk rock, hip-hop; this should feel• Community based like hard commerce . . . People• Simple: Global fund see a world out of whack. They to end AIDS in Africa see the greatest health crisis of• Buy things that are 600 years and they want to do the red and a portion of right thing, but they’re not sure purchase goes to what that is. (RED) is about doing the fund (action) what you enjoy and doing good at• Companies the same time.” involved: Apple, —Bono, musician, activist, co- Gap, Coke, Nike, founder of (RED) Converse…
WORK IN YOURGROUPS• Think of a social marketing campaign you have been exposed to in the past• What was it?• Who was involved?• What was the cause?• What action and emotions were being influenced?• Did it change your behavior? Why or why not?• Who benefited from the changed behavior?
SOCIAL MARKETING• Focused on behaviors• Must have a behavioral 1. Behavioral element that is socially beneficial Focused• Weakest but most 2. Systematic common: Awareness• Stronger social Planning Process marketing behavioral focuses involve 3. Targeted Audiences actions: • Buy 4. Primary Beneficiary • Do something instead of is society something else (Community) • Engage
WHERE/WHEN DID ITORIGINATE?Nothing new in desiring to • 1970-Article on marketing and social changeinfluence public behavior (Koter & Zaltman)The idea of applying • 1980‟s: Large global organizations (World Bank,marketing or expanding WHO, CDC etc) use the terms and promotemarketing to include socially wider interest in their goalsbeneficial outcomes is • 1990‟s: academic programs are establishedextremely new and the resultof a 40 year progression • 2000‟s: smaller, regional conferences with the theme of social marketing become popular • 2008 AMA includes social aspect to marketingThe idea of social generallymarketing is relatively • 2010 first global conference held socialnew and newly marketingvaluable to business. • 2013 CSULA gets a class in the topic
HOW DOES IT DIFFER?• Different from commercial marketing or „traditional‟ marketing• Not really (directly?) selling anything— changing behavior!• Harder? Easier?• Non-profit marketing? (fundraising, services etc.)• Cause marketing (limited to awareness)
WHO DOES SOCIALMARKETING• Non-profit organizations and foundations• Government organizations• For-profit businesses (all sizes and types)• Sometimes in partnerships
SOCIAL MARKETINGPRINCIPLESAudience OrientedSegmentation is criticalFocus on behaviorsEvaluations efforts requiredPremised upon value exchange (behavior yields something ofvalue!)Recognizes competition4 P‟s still applyMust be sustainable behaviorCommunicates benefits of changeUltimate goal is social/communal good
COMMUNITY BASED SOCIALMARKETING IS PREMISED UPONISSUES THAT BENEFIT A COMMUNITY• Health related (smoking, teen pregnancy, binge drinking, healthy eating, hand washing)• Injury prevention (stay away from downed power lines, gun storage, household poisons)• Environmental (recycling, littering, water conservation, air pollution)• Educational (finishing school/degree attainment, funding schools)• Financial (financial literacy, opening bank accounts, insurance)• Community Involvement (animal adoption, blood donation)
ARE SOCIAL MARKETERSONLY CONCERNEDABOUT INDIVIDUALS?No!“Upstream factors and midstream audiences”Focus on policy makers and organizations (“up stream” and “mid-stream” respectively) that can play a role in many issues and behavioralchanges.Policy and lawmakers are upstream (their role in regulating behaviors).Organizations that interact with individuals are mid-stream (might bemany…think about HIV/AIDS prevention as an example.)
GROUP ACTIVITY• Social marketing can be practiced by a wide variety of organizations.• How would a small business like a bar engage in community based social marketing?• Apply what you‟ve learned so far and think of a campaign or social benefit that a business like a bar How can a small business like might utilize that marketing function for in order to a bar support its community improve a community. and grow it’s sales?
SOCIAL MARKETINGSTRATEGIC PLANNINGPROCESSSocial marketingbenefits from aplanning process justlike ‘regular’marketing.The need toimplement, measureand assess thestrategy are prettymuch the same.The strategy isdifferent. Why?
STRATEGIC OBJECTIVESOF SOCIAL MARKETING• Behavior change that is in the interest of the greater good• Very different from revenue or market share• Both are premised upon value (meeting user needs) just envisioned differently• How do you get people do do good as opposed to just buy something?
10 STEPS TODEVELOPING A SOCIALMARKETING PLAN1. Conceptualize2. Situational Analysis3. Target Audience4. Behavioral objectives and goals5. Barriers, Benefits and Competition6. Positioning Statement7. Marketing Mix (4 p‟s)8. Monitoring and Evaluating9. Budget10. Implementation
STEP 1: BACKGROUND,PURPOSE, FOCUS• Overall concept(ualization) of the need• What social need will be addressed?• Can it be summed up in a statement?• As narrowly focused as possible• Summarizes the problem (social or communal) that led to the plan
STEP 2: SITUATIONANALYSIS• Audit the factors influencing the needed behavior change• Look at internal and external environments that will be impacted by the planning decisions to come• Is the organization capable (SWOT) of impacting the desired change• What external forces are needed to effect the change (potential partners for example)
STEP 3: SELECT THETARGET AUDIENCE• Critical• Rich description, analysis and intelligence using characteristics like demographics, related behaviors, psychographics etc. to determine how large your audience is and how you will gauge success down the road• Who are the people who need to hear your message? How many of them are out there?
STEP 4: SPECIFICOBJECTIVES AND GOALS• What do you want people to do?• How many of them do you need to do it?• Think SMART! • Specific • Measurable • Attainable • Relevant • Time Sensitive• What you determine here will guide subsequent decisions regarding marketing mix…
STEP 5: IDENTIFY TARGETAUDIENCE BARRIERS, BENEFITS,COMPETITION AND INFLUENCES• What is the target audience currently doing?• Prefer to do?• Instead of the desired change?• Could be nothing…• Are there costs associated with each?• What benefits does each choice entail?• Barriers to changing behaviors?
STEP 6: DEVELOP APOSITIONING STATEMENT• Summarizes how you want your target audience to see the behavior you want them to buy into• Social marketing‟s version of the brand: The vision you want your audience to buy into
STEP 7: DECIDE ON THESTRATEGIC MARKETING MIX• Product: What changed behavior you want from the target audience and the benefits (value) that will flow from• Price: Costs associated for engaging in the new behavior• Place: Where will the new behavior take place• Promotion: Communication strategies
STEP 8: MONITOR ANDEVALUATE• In relation to goals and objectives• Expensive! Can sometimes be a significant part of a budget beyond communications and other costs• Output measures (campaigns, communications etc.)• Outcome measures (actual changes in behaviors or beliefs)• Impact measures (what resulted from changed behaviors)
STEP 9: BUDGET ANDFUNDING SOURCES• How much is needed for all activities?• Where will the money come from?• Contributions from partners?
STEP 10: CREATE ANDIMPLEMENTATION PLAN• What needs to be done and when• Timeline• Project management chart• Specific as possible• Break plans down into phases if multiple years
WHAT ABOUTRESEARCHSteps 1 & 2 requirebackground research(Google, literature databasesetc.)Steps 3-6 require formativemarket research (surveying,interviewing), competitoranalysis, trend analysis anddemographic analysis(SimplyMap)Steps 8-10 are non-researchdependent and based uponinternal assessment and/orevaluation of evidenceproduced by the plan itself