Social marketing

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A presentation that walks a participant through the principles of marketing, the implementation of a social marketing campaign while gaining a better understanding.

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Social marketing

  1. 1. SOCIAL MARKETING
  2. 2. Agenda  Welcome  Background Information  Ground Rules  Parking Lot  Introductions & Expectations  Discussion of Social Marketing  Q&A
  3. 3. Course Objective  Review the principles of social marketing.  Review the implementation of a social marketing campaign.  Obtain a better understanding of social marketing.
  4. 4. Intros & Expectations  Your name  Organization or agency  An expectation  Social marketing campaign that have influenced your behavior?  Why did it work?
  5. 5. Social Marketing  What is social marketing?  What is cause marketing?  Have you conducted a social marketing campaign?  What activities would you include in a social marketing campaign?
  6. 6. What is social marketing?  The systematic application of marketing to the solution of social and health problems.  Encourages people to adopt healthier behaviors.  Influences behaviors and policy.  Influences media through campaigns.  1950s — Planned Social Change.
  7. 7. Social Marketing  Sells a behavior change  Accept new behavior  Reject a potential behavior  Modify a current behavior  Abandon an old behavior
  8. 8. Social Marketing is not Just advertising Driven by a political agenda Media outreach or promotions Using fear tactics One way communication
  9. 9. Campaigns should: Create awareness Educate and inform Remind Call to think Call to act
  10. 10. Social Marketing  What makes social marketing more difficult than traditional marketing?
  11. 11. Social Marketing  Social Marketing vs. Traditional Marketing  Changing difficult behaviors  Target groups are challenging to reach  Tough economic times  Tough social and political climates  Consumer involvement more intense  Limited resources and funding  Improve quality of life
  12. 12. Social Marketing Steps Consumer orientation / analysis Exchange (awareness / education) Research: surveys, focus groups, etc. Market segmentation Long-term planning Evaluation ID strategies
  13. 13. Consumer Orientation  Active participants  Trust  Ongoing input  Never ask:  What is wrong with these people, why don’t they understand? (PH) But instead ask:  What is wrong with us? What don’t we understand about our target
  14. 14. Exchange  Voluntary behavior offering what people want  Motivation to become involved:  Goods for money  Education in return for fees  Vote in return for an issue  Change in behavior = Peace of mind
  15. 15. Formative Research Understanding target audience:  Wants, needs, behaviors and attitudes  Perceptions  Knowledge  Motivation  Hopes  Fears  Delivery channels
  16. 16. Long-term planning Long-term outlook Strategic, rather than tactical  Strategy – planning  Tactical - doing Starts and ends with research/analysis Research: problem, objectives, strategy
  17. 17. Competition Inertia (exercising) Alternative behaviors (donating blood) Feeling of hopelessness Unhealthful or unsocial behaviors (T & A)
  18. 18. Barriers  What are some of the barriers that would prevent your audience from changing behaviors?
  19. 19. Branding Brand strategy to create a relationship:  Credible  Memorable  Compelling  Relevant  Multi-dimensional  Loyalty
  20. 20. 7Ps Model Producer (source of the promotion) Purchaser (target audience) Product (what’s being sold) Price (time, effort, changes) Place Promotion (be creative – (ex) Take 2) Probing (evaluation and feedback)
  21. 21. Social Marketing Concepts Audience participation Multi-channel approach:  Advertising / Earned Media  Multi / Social media / Blogs  Community relations  Outreach / Guerilla / POS / Brand Ambassadors  Collateral: Posters, wallet cards, etc.  WOM-Viral / Buzz  Experiential – What does it feel like…
  22. 22. Focus Groups Test materials or ideas Gather information Risk taking behaviors What influences thoughts Barriers Messaging channels
  23. 23. Segmentation Age Gender Ethnicity Occupation / Income Literacy Values / Lifestyles
  24. 24. Stages of Change  Pre-contemplation: no intention to change behavior in the near future.  Contemplation: people aware that problem exists and thinking about changing.  Preparation: combines intention and behavioral criteria. Individuals will take action in next month.  Action: individuals modify behavior, experiences, or environment to overcome problems.  Maintenance: people work to prevent relapse and consolidate the gains attained during action.
  25. 25. Collateral  Preparing materials:  Vivid, clear and brief  Simple and easy to read  Culturally sensitive  Photos and graphics  Transcreate, don’t just translate
  26. 26. Activity  Let’s break into groups of 3 or 4.  Design a brochure or pamphlet.  Purpose of your document.  Info to go into your document.  Types of graphics, photos, colors, logo.  You will have 30 minutes.  Be prepared to share out.
  27. 27. Why Evaluation?  Programs can be improved  Determine knowledge, attitudes, changes in behavior  Campaign can be improved  Funder want to see results and impact
  28. 28. Evaluation & Monitoring Key steps:  What will be measured?  How will it be measured?  When will it be measured?  How will results be used?
  29. 29. Evaluation & Monitoring  Outcome:  Changes in behavior, knowledge, beliefs, campaign awareness and responses.  Processes (activities):  Changes in policy, media coverage, distribution of collateral, promo items, campaign implementation and participation
  30. 30. Surveys  Direct Mail  Telephone  Key informant / Face 2 Face  Online – Survey Monkey  Poll Daddy  Others? / What works for you?
  31. 31. Activity: Planning a campaign  Break into 4 or 5 groups  Each group will be given a campaign to design, target audience, etc.  Each group will work together to plan a campaign.  You will have 30 minutes.  Be prepared to share out.
  32. 32. Sample Campaigns
  33. 33. Remember…know your target  What do they know?  What stage of change are they in?  What do they like?  What motivates them?  What are their barriers?
  34. 34. It’s more important to…  Reach the people that count, than to count the people you reach.  How can you accomplish this and make the funder happy?
  35. 35. Summary  Today we have covered:  Overall Steps of Social Marketing  Barriers  Target Audience  7 Principles Model  Segmentation  Evaluation
  36. 36. What’s different?  Based on this overview, how is social marketing different from traditional marketing?  What is the biggest change you see between your approaches and social marketing?  Have you already been doing social marketing?
  37. 37. Social Marketing Questions and Answers
  38. 38. Thank you! For more information please contact:  Mikael Wagner at Promotions West  415.255.0800  bmikael@promotionswest.com  www.promotionswest.com

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