The Convergence of Social Marketing Worlds

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Keynote presentation at the World Social Marketing Conference 2008

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  • Kotler and Zaltman (1978)?
  • Failure to engage with policy-makers, economists, social scientists, research establishment, business thought leaders (BOP, social entrepreneurs)
  • Markets may be any of a variety of different systems, institutions, procedures, social relations and infrastructures whereby persons trade, and goods and services are exchanged, forming part of the economy. Markets vary in size, range, geographic scale, location, types and variety of human communities, as well as the types of goods and services traded. Some examples include local farmers’ markets held in town squares or parking lots, shopping centers and shopping malls, international currency and commodity markets, legally created markets such as for pollution permits, and illegal markets such as the market for illicit drugs.
    In mainstream economics, the concept of a market is any structure that allows buyers and sellers to exchange any type of goods, services and information. The exchange of goods or services for money is a transaction. Market participants consist of all the buyers and sellers of a good who influences its price. This influence is a major study of economics and has given rise to several theories and models concerning the basic market forces of supply and demand. There are two roles in markets, buyers and sellers. The market facilitates trade and enables the distribution and allocation of resources in a society. Markets allow any tradable item to be evaluated and priced. A market emerges more or less spontaneously or is constructed deliberately by human interaction in order to enable the exchange of rights (cf. ownership) of services and goods.
  • Role of traditional markets – this is what social marketers have been best at
  • Need to tell our story to people we serve, our donors and our stakeholders.
    Most important, we need to all be sharing our stories with each other and be working together for the common good,
  • The Convergence of Social Marketing Worlds

    1. 1. The Convergence of Social Marketing Worlds World Social Marketing Conference 29 September 2008
    2. 2. Social Marketing: Common Beginnings?
    3. 3. Their Progress Developing World Family planning Infectious diseases Sales Products (Branding) Services (Franchising) Focus on price Developed World Chronic diseases Risk Behaviors Behavior change Communication Focus on barriers
    4. 4. The Common Challenges Working towards equity Shifting from individuals to networks and communities Creating comprehensive approaches Developing scalable solutions Achieving sustainability
    5. 5. To: Social Marketers You may be heading here.
    6. 6. Failure to Engage  Research establishment  Policy-makers  Economists and social scientists  Business thought leadersDissemination has been nobody’s job.
    7. 7. The Missing Social Market
    8. 8. There were markets on the African continent before one colonist set foot on the ground” – George Ayitteh
    9. 9. What is Social Marketing? Focused on markets, their wants and needs, aspirations, lifestyle, freedom of choice Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs Designing products, services and behaviors that fit their reality (compatibility) Realigning incentives and costs for products, services and behavior change (relative advantage and risk) Creating equitable opportunities and access (trialability) Communicating change in literate, culturally relevant and ubiquitous ways (communicability)
    10. 10. The Social Marketing Idea Target Behavior • Determinants • Context • Consequences • Relevance The Audience BENEFIT The Marketing Mix PSB • design and features Price • incentives and costs Place • access and opportunities Promotion • communications and experiences R. Craig Lefebvre, 2008 Products, Services And Behaviors [PSB] • Brand • Personality • Positioning
    11. 11. The Solution Stop talking about it and start working together as a community.
    12. 12. Moving Forward Market creation (aka demand generation, finding consumers) Sustainable markets (aka sustainability, community ownership) Serving the BOP market (aka reducing disparities, equity) Total Market Approach (aka unusual partnerships, large scale change)
    13. 13. A Global Social Marketing Platform Goal: To continually improve the knowledge base and skill level of people who use social marketing in their professional activities to improve the health and social conditions of people around the world. Purpose: Create a set of experiences for policy- makers; program planners, evaluators and implementers; and partner organizations that provide them with knowledge and tools to utilize social marketing to improve the health of poor and vulnerable populations.
    14. 14. Global Social Marketing Platform Guidelines for practice A research and evidence-base wiki Online education programs Sponsor of e-conferences, technical forums, podcasts, topical blogs Technical exchanges and mentoring among experts and peers Curate social marketing and selected health communications journals and publications Serve as a resource for champions and passionaries to advocate for and educate others on social marketing

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