The document proposes a new definition of social marketing by combining elements from existing definitions of commercial and social marketing. It analyzes 45 social marketing definitions using text mining software Leximancer to identify common themes. The new definition states that social marketing is "the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change on a temporary or permanent basis."

1. Redefining Social Marketing Dr Stephen Dann Australian National University

5. The Definition Factory FAC1337

9. Commercial marketing 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) Whom Why How Mechanism

12. 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

14. 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

15. 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

17. Questions?

18. The Leximancer Process

20. Leximancer results

21. Leximancer results

22. Leximancer results

23. Leximancer results

24. Definition Sub-components