The latest academic research analyzes the 4Ps model and its struggle to meet the demands of a social marketing world where interventions are increasing and evolving at a rapid rate. The research offers a new approach to strategic social marketing with a new model; COM-SM which enables more relationship-based, proactive approach to social marketing.

1. The secret to
innovative social
marketing in 2015

2. emeraldgrouppublishing.com/products/journals/JSOCM
Published research brought to you by
Emerald Group Publishing

3. Product, Price, Place, Promotion

4. The 4Ps of social
marketing is the widely
accepted model for social
marketing intervention,
but does it still work?
The 4Ps of social marketing

5. We consider the struggle
of the 4Ps in dealing with
the increasing range of
interventions based on
social marketing.
Reconfiguring the social marketing mix

6. What’s the problem with the
current model?

7. “…[is] the shift in marketing
activities from one-off
transactions or exchanges to
dynamic interactions aimed
at building relationships and
retaining customers”
The problem with the 4Ps
Lefebvre (2012)

8. Social marketing mix
should start with customer
insight to enable full
appreciation and value.
Customer first

9. The model should also
aide and encompass the
extending number of
activities which make up
social marketing.
Cover all the basics

10. 4Ps – A help or a hindrance?

11. The 4Ps are simple
to remember.
Help

12. Each P has a wide
applicability to the
context social
marketing covers.
Help

13. Definitions enable
flexibility for social
marketing activities -
highlighting the broad
nature of the model.
Help

14. The 4Ps suggest an
internal orientation,
not an external focus
on customer first.
Hinder

15. There’s a lack of
consideration of the
relationship approach in
social marketing.
Hinder

16. 4Ps model encourages
“doing things to
customers” rather than
being led by them.
Hinder
(O’Malley and Patterson (2002))

17. So what is required?

18. A model which helps
the social marketing
practitioner with the
real-time ‘creative’
process of design.
A new approach…

19. The model should aid
thinking to help
managers in their
deliberations.
A new approach…

20. The COM-SM model

21. The Capability Opportunity
Motivation (COM) model
www.emeraldinsight.com/doi/full/10.1108/JSOCM-01-2013-0011
Introducing:

22. “Product” becomes
“motive” -
considering what
motivates people to
do something;
advantage or gain.
Motive

23. “Price” becomes
“costs” - the skills
or capability to
enact a behaviour.
Costs

24. “Place” becomes
“accessibility” - less
about the physical
location, more
about they type of
activity occurring.
Accessibility

25. Where’s the link between COM
and Social Marketing (SM)?

26. SM activities can be
organised in to “design
clusters” where the
use of social marketing
is located in specific
communities.
Design clusters

27. The capabilities for
social marketing
already exist, but are
tweaked to nudge
people into new
behaviour.
Nudge activities

28. Reward/exchange
reflects the need for
more substantial
motivational triggers
for a conscious
decision.
Reward/exchange

29. People are motivated
to change but lack
the skills and/or
opportunities to make
it happen.
Services and support

30. The need for
essential intervention
in response to deficits
across the whole
COM model.
Relationship and community work

31. Is COM-SM the secret to
effective social marketing?

32. The COM-SM model is
considered an aide to
management thinking
rather than a precise
predictor of outcomes in
all situations.
An aide to marketing

33. This new model contributes
to the process of creating
interventions rather than
the 4Ps model which lacks
the relationship
consideration so vital to
social marketing.
Conclusion

34. From the 4Ps to COM-SM:
reconfiguring the social marketing mix
Journal of Social Marketing
Read the full text article to use the COM-SM
model to aide your social marketing activity.
Alan Tapp, Fiona Spotswood