“Concept to Practice: Road testing a definition of social marketing in practice.”. Seminar presentation at QUT AMPR September 4, 2009 as part of the Social Marketing Benchmark Project The project made possible by funding from the ANU College of Business and Economics

1. Concept to Practice Road testing a definition of social marketing Dr Stephen Dann

3. Foundation

4. The History 1995 Honours Today 1997 Griffith Uni Social Mktg 1998 PhD 2004 AMA def n 2004 QLD Gov’t Monograph 2007 AMA def n 2008 World Social Marketing Conference 2005 QUT 2006 ANU SMQ “Neutrality” SMQ “Adapt/ Adopt” 1998 Diana & Roadsafety SM & “Direct Benefit” JBR “Definition” Three part

8. The Definition Leximancer Methodology Field test

20. The Field Tests Three part

25. Where does a new definition fit into the change agenda? Future

26. Change Options Government Marketing Political Marketing Social Marketing

27. Change Options Government Marketing Political Marketing Social Marketing Evidence or ideology? Change or campaign? Compliance or choice?

28. Change Options Gov’t Political Social Commercial Third sector Future

29. Next steps Future

31. The Future

32. Questions?

35. Linked Elements

39. Method Definition

40. Commercial marketing Client Customer Partner Society Offerings that have value Create Communicate Deliver Exchange Activity Processes Institution AMA (2007) Customer requirement (Profit) Satisfy (Profit) Identify Anticipate Management Process CIM (2005) Whom Why How Mechanism Definition

41. Social and commercial marketing Targeted audience achieve behavioral goals achieve social good marketing Systematic application NSMC (2007) Society Target audience. Influence behaviors Create Communicate Deliver value Process Kotler, Lee & Rothschild (2006) Client Customer Partner Society offerings that have value Create Communicate Deliver Exchange Activity Processes Institution AMA (2007) Customer requirements (Profit) Satisfy (Profit) Identify Anticipate Management Process CIM (2005) Market Purpose Method Mechanism Definition

43. Social and commercial marketing Identify Anticipate Satisfy (Profit) Management Process CIM (2005) Create, Communicate Deliver and Exchange Offerings that have value Activity Processes Institution AMA (2007) Other concepts and techniques? achieve specific behavioral goals systematic application of marketing NSMC (2007) Influence target audience behaviors Marketing principles & techniques Kotler, Lee and Rothschild (2006) Voluntary Behavioural focus Marketing Leximancer Results Method Purpose Mechanism Definition

44. CIM2005 Management process Identify, anticipate, satisfy profitably Customer requirements NSCM2007 Systematic application marketing specific behavioural goals relevant to a social good AMA2007 Activity, process, institution Create, communicate, deliver and exchange Offerings of that have value Clients, customers, partners, society K L &R 2006 Create, communicate, deliver Influence target audience behavior Benefit society Benefit target audience adaptation and adoption of commercial marketing activities, institutions and process Marketing induce behavioural change on a temporary or permanent basis. achieved through the creation, communication, delivery and exchange Behaviour Change Competitive social marketing offering that induces voluntary change Targeted social group Voluntary Self interest satisfaction Return on social investment Social profit Benefit benefit to recipient, partner and society Definition

45. The Leximancer Process Definition

47. Leximancer results Definition

48. Leximancer results Definition

49. Leximancer results Definition

50. Leximancer results Definition