This document outlines the key principles of social marketing to effect positive social change. It discusses 10 commandments of social marketing including talking to the target audience, segmenting the audience, positioning the desired behavior, making the behavior easy, meeting people where they are, using multiple approaches, employing models that work, testing strategies, building partnerships, and continually improving. The overall message is that social marketing can be an effective tool to encourage behaviors that benefit individuals and society.

1. Change for Good:
Using Social Marketing
to Make a Difference
Nedra Weinreich

3. Starbucks

4. Immunizations

5. Coercion
do it because
I say so
Marketing
Education do it because it will
do it because help you be the
you should person you want
to be
http://www.flickr.com/photos/mabi/2086498747

6. Social Marketing

7. Truth Campaign

8. The Ten
Commandments of
Social Marketing

9. 1. Talk with your audience.

10. …and
listen!
Photo Credit: http://www.flickr.com/photos/niclindh/1389750548/

11. 2. Segment your audience.
Photo Credit: http://flickr.com/photos/salerie/2424048224/

12. There is no such
thing as
“marketing to the
general public.”

13. Which segments to choose?

14. Most Likely Segments
Targets of
Risk
Targets of
Opportunity

15. 3. Position your product.

16. What is the specific
behavior?

17. Find the benefits that click.

18. Make it fun!

19. 4. Make it easy.

20. 5. Go to where your audience is.
Credit: http://flickr.com/photos/nertzy/29885842/

21. Aperture
Right
Time
Right
Place
Right
Message

22. 6. Use a variety of approaches.
Created by b2b Contact Marketing Ltd.

26. “This poster is made
of soap. Use it to
wash your hands.”

27. 7. Use Models that Work.

28. Stages of Change
Precontemplation
Contemplation
Preparation
Action
Maintenance

29. 8. Test, test, test.
http://www.flickr.com/photos/ivt-

30. 9. Build Partnerships with
Key Allies.
Credit: http://flickr.com/photos/ebolasmallpox/1716084045/

31. 10. See what you can do
better next time.
http://www.flickr.com/photos/tonynewell/3840027061

32. In the
factory, we
make
cosmetics.
In the
drugstore,
we sell
hope.
Charles Revson

33. Customers
buy for
their
reasons,
not yours.
-Orvel Ray Wilson
Credit: http://flickr.com/photos/blampert/2119535732/

34. Questions?
Photo: http://www.flickr.com/photos/oberazzi/318947873/

35. Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
weinreich@social-marketing.com
Phone 310.286.2721
Twitter @Nedra