This document provides an overview of social marketing. It begins by defining traditional marketing and its key components known as the "4 P's" - product, price, place, and promotion. It then defines social marketing as the systematic application of marketing concepts and techniques to achieve specific behavioral goals for social good. The document outlines several key aspects of social marketing including defining behavioral goals, customer understanding through segmentation and research, using theories like the "exchange theory", and developing marketing mixes for interventions. It explains why social marketing has become increasingly important for improving the effectiveness of initiatives addressing issues like health behaviors. Overall, the document provides a high-level introduction to the key concepts and process of social marketing.
Impact of Social Media on Products & Brands, Online Marketing & Social Media...Akshay Krishnapurkar
- Introduction
- Social Media Statistics
- Popular Social Media Channels
- How Social Media Marketing Helps Businesses Meet Marketing Goals
- Best Social Media Marketing Tips
- Consumer Behaviour on Social Media
- Consumer Decision Process
- How social media influence the consumer buying behaviour ?
- E-Commerce
- Factors of Online Customer Behavior
- Filtering Elements
- 10 Factors that Influence Customer Buying Behaviour Online
- Social Marketing vs Social Media Marketing
Impact of Social Media on Products & Brands, Online Marketing & Social Media...Akshay Krishnapurkar
- Introduction
- Social Media Statistics
- Popular Social Media Channels
- How Social Media Marketing Helps Businesses Meet Marketing Goals
- Best Social Media Marketing Tips
- Consumer Behaviour on Social Media
- Consumer Decision Process
- How social media influence the consumer buying behaviour ?
- E-Commerce
- Factors of Online Customer Behavior
- Filtering Elements
- 10 Factors that Influence Customer Buying Behaviour Online
- Social Marketing vs Social Media Marketing
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by W.Smith. Academy for Educational Development
SOCIAL MARKETING is a process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit…
Hey Friends , I have compiled some important questions and answers in PDF related to CONSUMER BEHAVIOUR AND MARKETING RESEARCH . Hope it will be useful for everyone !
Physical activity is an essential component of a healthy lifestyle. It helps control weight, builds lean muscle, reduces fat, promotes strong bone, muscle and joint development, and decreases the risk of obesity. Adult people need 4-5 hours with moderate to vigorous physical activity per week to improve they fit and maintain it further. The problem is that with every year more and more people start working in offices what usually is connected with spending a lot of working time in a sitting position that causes a lack of physical activity and has a harmful effect on their health. This campaign is encouraged to decide a problem of a ‘sitting life style’ among office workers and to create for them possibilities for amazing and bright spending their leisure time on weekend with benefits to their health and physical fit.
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[Note: This is a partial preview. To download this presentation, visit:
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Social marketing
1. This thing called
social marketing
What it adds to ‘the party’
– Dr. Rowena Merritt
Social Marketing
Workshop
16th May 2007
www.nsmcentre.org.uk
www.nsmcentre.org.uk
2. Content summary
What is social marketing?
Defining behavioural goals
‘Insight’ generation
Segmentation
‘Exchange theory’
‘Competition’
Ethical considerations
www.nsmcentre.org.uk
5. 2:
What is social marketing?
www.nsmcentre.org.uk
www.nsmcentre.org.uk
6. The roots of social marketing
‘two parents’
Social policy
Marketing
&
social sciences
social reform
social campaigning
commercial
&
public sector
SOCIAL MARKETING
Both areas contribute valuable expertise,
skills, techniques and theory
www.nsmcentre.org.uk
7. Defining social marketing
“the systematic application of marketing
alongside other concepts and techniques,
to achieve specific behavioural goals,
for a social or public good”
French, Blair-Stevens 2006
marketing
alongside other
concepts and
techniques
systematic
application
for
‘social good’
behavioural goals
www.nsmcentre.org.uk
9. ‘Total Process Planning’
– TPP model
Scope
Develop
Implement
Evaluate
Follow-up
A systematic and staged process
A deliberately simple and straight-forward process to help
‘managing the complexity’ within each stage & keep the process ‘on-track’
www.nsmcentre.org.uk
10. 3:
Why has social marketing
become increasingly important?
www.nsmcentre.org.uk
www.nsmcentre.org.uk
11. Poor measurable impact
on behaviour being addressed
Increasing recognition that traditional
communications and ‘message-based’
approaches are only having a very limited
impact on people’s actual behaviour
Increasing evidence showing effective social
marketing can improve impact & effectiveness of
interventions
‘It’s our health!’ independent review report 2006
www.nsmcentre.org.uk
www.nsmcentre.org.uk
14. 5 core recommendations
1: Enhance consumer-focused
approach based on social
marketing principles
2: Better mobilise available
assets & developing a
diverse resource base
3: Enhance leadership,
prioritisation & development
of expert commissioning
4: Build capacity and skills to
integrate social marketing
within existing intervention
methods
5: Reconfigure research
& evaluation
www.nsmcentre.org.uk
15. Key attributes of Social Marketing
1: BEHAVIOUR & BEHAVIOURAL GOALS
2: CUSTOMER UNDERSTANDING / RESEARCH
3: THEORY BASED & INFORMED
4: ‘INSIGHT’
5: ‘EXCHANGE’
6: ‘COMPETITION’
7: SEGMENTATION
8: INTERVENTION & MARKETING MIX
National Benchmark Criteria
www.nsmcentre.org.uk
17. Establishing and sustaining behaviour
• The dynamic nature of behaviour, its multiple
influences and determinants, and susceptibility to
change of time (i.e. in a day, week, month, year, lifetime)
• The need to re-focus on establishing & sustaining
positive behaviour over time, not the more limited
focus on changing behaviour as a one off event
• The need to look equally at the positive and the
problematic behaviour – looking to understand
patterns & trends, & key influences / influencers
www.nsmcentre.org.uk
18. Behavioural analysis Incentives & barriers
nt C
iv RE
es A
& SE
re
w
ar
ds
Focusing on BOTH the positive and the problematic behaviour
ba R
rr E
ie M
rs O
& VE
bl
oc
ks
in
ce
IN
positive
BEHAVIOUR
in
VE wa
O re
EM &
R es
tiv
n
ce
negative
E ks
S
A loc
E
R &b
C
N ers
I
s
rd
i
rr
ba
www.nsmcentre.org.uk
22. Difference of approach
Communications & ‘message based’ approach
crafting
‘our messages’
accurate / relevant / clear
communicating
the messages
creative / clever / funny / impactful /
interesting / attention grabbing / etc
Customer based social marketing approach
understanding
the customer
generating
‘insight’
what ‘moves & motivates’
directly informing intervention options
(intervention mix & marketing mix)
Starts with the customer and what’s important to them
www.nsmcentre.org.uk
23. Example: Young people & smoking:
Communications & ‘message based’ approach
crafting
‘our messages’
accurate / relevant / clear
communicating
the messages
creative / clever / funny / impactful /
interesting / attention grabbing / etc
What we see as benefits:
Communications:
Health benefits:
Media:
Life expectancy, illness &
disease, lungs, heart, etc
Posters & adverts
Leaflets and flyers
TV, radio, press (papers / mags)
Internet / email / phones / viral marketing
Financial benefits:
Cost, disposable income
Other benefits:
Smell, attractiveness to
others, not damaging others
(eg children)
Settings:
Schools / youth clubs / cinemas
etc
www.nsmcentre.org.uk
24. Example: Young people & smoking:
‘Customer based’ social marketing approach
understanding
the customer
generating
‘insight’
what ‘moves & motivates’
directly informing intervention options
(intervention mix & marketing mix)
What’s going on? ‘what moves & motivates’:
Basic insights:
- Own views not those received from ‘authority’
- Self-perception of maturity: ‘an adult’ not ‘a child’
- Move away from parents influence and teachers
- Importance of peer views & approval
- Fun, social benefits, enjoying attention & ‘causes’
- Questioning, challenging, rebellion, streetwise
- Living in ‘the now’ less concern for distant future
Selling of ‘health’ and longer
term benefits, or ‘being good’
very unmotivating – avoid
(can be counter motivating)
Connect to ‘own views’, not
being conned, link to a cause
& rebellion, ensure social &
fun benefits are strong
eg: ‘Truth’ campaign approach www.wholetruth.com
www.nsmcentre.org.uk
25. Key insight
Tobacco was a
“significant, visible and readily available way
to signal that they are in control!!
Like piercing or dying hair,
using tobacco was a tool of rebellion”
Hicks, Crispin, Porter & Bogusky
www.nsmcentre.org.uk
26. Key campaign message
You want
to rebel?
Our job is to give you a chance to rebel!!
www.nsmcentre.org.uk
27. Key attributes of Social Marketing
1: BEHAVIOUR & BEHAVIOURAL GOALS
2: CUSTOMER UNDERSTANDING / RESEARCH
3: THEORY BASED & INFORMED
4: ‘INSIGHT’
5: ‘EXCHANGE’
6: ‘COMPETITION’
7: SEGMENTATION
8: INTERVENTION & MARKETING MIX
National Benchmark Criteria
www.nsmcentre.org.uk
29. What is segmentation?
‘…the process of subdividing a market into distinct subsets of
customers that behave in the same way or have similar
needs.’
• Commercial companies usually segment according to one
or more key criteria:
–
–
–
–
–
Geography
Demographics
Psychographics
Behavioural characteristics
Benefits sought
www.nsmcentre.org.uk
31. Segmentation
YUPPIES
Young Upwardly Mobile Professional People
DUMP
Destitute Unemployed Mature Professional
PIPPIE
Person Inheriting Parents Property
SCUM
Self Centred Urban Male
SILKY
Single Income Loads of Kids
SINBAD
Single Income No Boyfriend Absolutely Desperate
LOMBARD
Loads Of Money But A Right Dickhead
www.nsmcentre.org.uk
32. Behavioral goals whole population
analysis and segmentation
eg: Smoking behaviour
BEHAVIOURAL
GOALS
SEGMENTATION
e.g. by relationship to
‘smoking behaviour’
“never smoked, never will”
Behaviour allies
Positive behaviour
promotion
current
non-smokers
Behaviour reinforcement,
Maintenance support
“susceptible to
pressure to smoke”
“recent quitter –
potential to restart”
dynamic interface
Behaviour ‘change’
current
Behaviour controls
smokers
www.nsmcentre.org.uk
“would like to quit
but finding it hard”
“strong entrenched resisters”
33. Segmentation: Obesity 6 subsegments of the UK population
1
3
2 not engaged with unhealthy weight
poor household diet,
resistance to healthy eating
practical barriers dominate
(expense and time)
as a health risk
rejecting on grounds of too challenging
parental influence over children an issue
dieting AND over indulging
knowledgeable about healthy eating
and believe they do enough exercise
5
traditional parents with strong family values
reject many health messages
on grounds of price.
low physical activity levels
4
6
highly controlled food habit
controlling children’s healthy eating
and exercise
strong family exercise group
consumption of food above average
but burning calories through exercise
www.nsmcentre.org.uk
34. Cluster BMIs
Body Mass Index
30
obese
23.8
25
24.4
over20
weight 15.8
13.7
15
14.8
14.1
10
5
0
Cluster 1
Cluster 2
Cluster 3
Cluster 4
Cluster 5
Cluster 6
% Children above 95th percentile
% Children above 85th percentile
% of Adult Female Parent - Overweight / Obese
% of Adult Male Parent - Overweight / Obese
www.nsmcentre.org.uk
36. ‘Competition’
Spotting the competition?
Often seen in simplistic terms:
‘the goodies’
‘the baddies’
Less about a specific company
and much more about what is
being offered to people…
fun/pleasure/enjoyment/taste/
affordability/speed/convenience
However those trying to
promote different positive
behaviours (aka ‘the goodies’)
can also be ‘the competition’
CB-S 2006
www.nsmcentre.org.uk
37. ‘Competition’ our messages
repo
rt do
viole mestic
nce
safer sex
HIV/Aids
e
phy xercise
sica
l ac /
tivit
y
get child
immunised
gs &
avoid dru l
ho
limit alco
im
cla
my
attention
?
e
ring th
e
helplin
!’
hi nk
‘T
road
eed
sp
ty
don’t
safe
e
ri v
nk d
ri
rt
n’t d
repo
e ly
do
af
e
ds
crim
a
ro
’
ss
rat
ro
c
a
t on
‘ra
t
re t a x
u rn
don’ t
s
smoke
use
NRT
www.nsmcentre.org.uk
its
nef
be
ay’
5 -a - d t & v e g
‘
frui
resh
eat f
park
& ride
‘the environme
nt’:
conserve energ
y
& recycle
u se
p
tran ublic
sp o
vote
rt
vo
lu
nt
ee
r
38. ‘Competition’ mus everyday life !
adu
l
/ m thood
atu
rity
com
pute
r ga
mes
excitement
ic
mobile
phones
n/
ugs for fu d
take dr
stere
& get pla
drink
hair, nails,
complexion
/
ars es
c
ik
nce
ie
torb
ven
mo
con
ng
n
taki
/
sk
ratio
ri
a
ed ssed
r
hil
t c su
/ ex
d
ee
pee
str ise /
s
tw
ee
str
sex
internet
/
riends
f
l life
socia
my
attention
?
peer
approval
rs ,
b u rg e
s,
crisp ce food
eat
n
venie
c on
st
uy late
b
clothes
available time /
boredom
sugar / swee
ts
you
th
club
smoke
www.nsmcentre.org.uk
fa m
som
ilie
for ethin child s &
g
not
ren
hi n
g
39. turity
dulthood / ma
a
mobile
ife
HIV/Aidsocial l
phones safer sex
s
report domestic
s/
d
its
ien benef
eg
fr
violence m
provaluit & v
usi
peer ap h fr
sex
com intern
laim
c
c
s
exe
et
put
t fre
rc
phy
ea
s,
sica ise / er ga
ay’
u rg e r
-d
,b
me
l ac
‘5-a eat crisps ce food
s
tivit
y
i en
nven
excitement
co
st
uy late
b
get child
fun / enjoyment
park
clothes & ride
immunised
my
available time /
take drugs for fun /
attention
boredom
drink & get plastered
‘the environme
?
nt’:
avoid drugs &
conserve energ
y
limit alcohol
satisfaction
sug & recycle
hair, nails,
ar /
rs / s
you
ca ike’
sw e
th
complexion torb k!
ets
club
ed
encemo Thin fety
vote
u se
’t sp
donvenie rive ‘ d sa
p
fa m
a
som
tran ublic
con drink dg
il
ro
sp o
n’t takin afely n
for ethin chi ies &
d / ed
rt
do isk
e ss
smoke
r
ldre
g
not
r oad s ratio
vo
t c su
n
h
e
lu
ta x i n g
s r xhila
tre se / e
s
nt
use
ros / e
don’ t
c
re t
t’
ee
w i cr i m
t
a
u rn
r
a r tree
NRT
t
eed
smoke
sp
s
s
or
on
p
‘rat
re
happiness
pleasure
‘Competition’
www.nsmcentre.org.uk
40. Key attributes of Social Marketing
1: BEHAVIOUR & BEHAVIOURAL GOALS
2: CUSTOMER UNDERSTANDING / RESEARCH
3: THEORY BASED & INFORMED
4: ‘INSIGHT’
5: ‘EXCHANGE’
6: ‘COMPETITION’
7: SEGMENTATION
8: INTERVENTION & MARKETING MIX
National Benchmark Criteria
www.nsmcentre.org.uk
41. 8:
‘Exchange’ theory
The exchange of resources or
values between two or more
parties with the expectation of
some benefits
www.nsmcentre.org.uk
www.nsmcentre.org.uk
44. A balancing act
1: Giving up smoking
2: Immunisation
3: Condom use
1: Loss of enjoyment
1: Saves me money
2: Fear of doing harm
2: Peace of mind that
my child is protected
3: Lost of ‘the moment’
3: Free from risk of pregnancy
costs
benefits
www.nsmcentre.org.uk
45. Example
Going for a Mammogram
• Fear of finding cancer
• Offer counselling
• Going to the hospital
• GP surgeries
• Waiting for the results
• Reduce wait time
• Finding a parking place
• Provide adequate parking
costs
benefits
www.nsmcentre.org.uk
46. The Stacker Quad Burger
“We’re satisfying the serious
meat lovers by leaving off
the produce and letting them
decide exactly how much
they can handle”
“A typical buyer isn’t driving
in there with a BMW and an
expense account. They’ve
got a couple of bucks in their
pocket and their big
objective is to get full”
Denny Marie Post
Chief Concept Officer Burger King
“Healthy eating is more a
state of intention than it is of
action”
Burger King
“We listened to consumers
who said they wanted to eat
fresh fruit
– but apparently they lied.”
“Anti fast-food backlash”
Wendy’s Spokesperson
Research – plenty of it!
• Industry monitoring
• Social climate monitoring
• Consumer research
• Family shopping behaviour
www.nsmcentre.org.uk
47. Key attributes of Social Marketing
1: BEHAVIOUR & BEHAVIOURAL GOALS
2: CUSTOMER UNDERSTANDING / RESEARCH
3: THEORY BASED & INFORMED
4: ‘INSIGHT’
5: ‘EXCHANGE’
6: ‘COMPETITION’
7: SEGMENTATION
8: INTERVENTION & MARKETING MIX
National Benchmark Criteria
www.nsmcentre.org.uk