Social Marketing

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Social Marketing

• Empowering Communities with Access to Information
  and Tools
• June, 2003

James B. Lewis, Sc.D.
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Agenda

• Goals
• What is Social Marketing?
• Social Marketing Basics
• The Process of Social Marketing
• Evaluating Social Marketing
• Questions ??

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Goals

• Gain Better Understanding of Social Marketing
• Introduce Tools
• Give Examples

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What is Social Marketing?
Social Marketing is the Practice of Utilizing the
Philosophy, Tools, and Practices of
Commercial Marketing for Health and/or Social
Programs. Social Marketing Sells a Behavior
Change to a Targeted Group of Individuals -
Accept a New Behavior - Reject a Potential
Behavior - Modify a Current Behavior -
Abandon an Old Behavior
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Examples of Social Marketing

• Accept a New Behavior
• Take a Folic Acid Supplement (reduce incidence of
  birth defects)
• Wear a Life Vest While Boating (reduce drowning
  events)
• Replace Lawn with Plants and/or Chip (enhance
  water supply and quality)

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Examples of Social Marketing

• Reject a Potential Behavior
• Dont Drink Alcohol While Pregnant (reduce
  incidence of birth defects)
• Dont Let your Child Swim Alone, or Dont Leave
  Toddler Alone in Bathtub (reduce drowning events)
• Dont Use Toxic Fertilizers (enhance water supply
  and quality)

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Examples of Social Marketing

• Modify a Current Behavior
• Drink gt 8 Glasses of Water Daily (reduce
  incidence of birth defects)
• Parents Wear Life Vests As a Model (reduce
  drowning events)
• Water Deeply, but Slowly to Reach Roots (enhance
  water supply and quality)

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Examples of Social Marketing

• Abandon an Old Behavior
• If You Smoke, Quit (reduce incidence of birth
  defects)
• Dont Use Water Wings As Substitute for Life
  Vests (reduce drowning events)
• Dont Water Your Lawn If Its Going to Rain
  (enhance water supply and quality)

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Examples of Social Marketing

• More Fundamentally
• Change an Addictive Behavior (Stop Smoking)
• Change a Comfortable Lifestyle (Reduce
  Thermostat)
• Resist Peer Pressure (Be Sexually Abstinent)
• Go out of Their Way (Pull Over to Use Cell Phone)

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Examples of Social Marketing

• Be Uncomfortable (Get a Mammogram)
• Establish New Habits (Exercise 5x/Week)
• Be Embarrassed (Have a Colonoscopy)
• Hear Bad News (Have a Cholesterol Test)
• Risk Relationships (Take the Keys from a Drunk
  Driver)
• Give up Leisure Time (Volunteer)

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Examples of Social Marketing

• Reduce Pleasure (Take Shorter Showers)
• Dent the Image (Let Lawns Go Brown)
• Spend More Time (Recycle)

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Social Marketing Basics

• Core Unit of Marketing is the Exchange
• A Transaction
• At Least Two Parties
• Both Sides Can Deliver the Goods
• Both Sides Enter into Transaction Voluntarily

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Social Marketing Basics

• Core Unit of Marketing is the Exchange
• Examples
• Commercial
• Volunteer/Charity
• Employment
• Public Health/Social Services

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Social Marketing Basics

• Social Marketing Is Client/Customer/Audience
  Centered
• Its Not Enough to Think You Know Whats Going On
  in Their Heads -- Chances Are, You Dont!
• They May Not Be Buying What Youre Selling
• You Need to Find Out!

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Social Marketing Basics

• Foundations Commercial Marketing, but Goal Is
  Not Revenue/Profit Maximization
• Focus on Enhancing Perceived Benefits and
  Reducing Perceived Barriers
• Action Will Only Occur if Perceived Benefits gt
  Perceived Costs
• Audiences Are Segmented/Targeted
• Manage the 4 (5) Ps
• Results are Measured

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Process of Social Marketing

• Define Problem - Based on Analysis, Community
  Assessment Already Completed
• Identify Behavior Change/Actions That Could
  Reduce/Eliminate Problem
• Identify Potential Audience for Marketing
  Intervention

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Process of Social Marketing

• Segment and Target Market
• Conduct Formative Research to ID Perceived
  Benefits/Barriers
• Conduct Root Cause Analysis (Ask Why?)
• Establish Goals/Objectives for Program
• Design Appropriate Strategy of Manipulating 4 (5)
  Ps
• Deliver Program and Monitor
• Evaluate the Program

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Process of Social Marketing

• Define Problem - Based on Analysis, Community
  Assessment Already Completed
• Your example?
• Identify Behavior Change/Actions That Could
  Reduce/Eliminate Problem

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Process of Social Marketing

• Identify Potential Audience for Marketing
  Intervention
• Segment and Target Market
• Size
• Problem Incidence
• Problem Severity
• Defenselessness

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Process of Social Marketing

• Segment and Target Market (contd)
• Reachability
• Incremental Costs
• Responsiveness
• Our Capabilities to Assist

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Process of Social Marketing

• Conduct Formative Research to ID Perceived
  Benefits/Barriers
• Qualitative
• Focus Groups
• Interviews
• Quantitative
• Surveys

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Process of Social Marketing

• Conduct Root Cause Analysis (Ask Why?)
• Work Backwards
• Keep Asking Why?
• Eventually -- It Just Is
• Somewhere Back Toward the Root Is the Best Point
  to Target Action
• Establish Goals/Objectives for Program
• Realistic, but Challenging
• Objectives Are Measurable (Achieve What, by When?)

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Process of Social Marketing

• Design Appropriate Strategy of Manipulating 4 (5)
  Ps
• Product (Service)
• Price
• Place
• Promotion
• Politics

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Process of Social Marketing

• Product
• Benefits of Desired Behavior
• Behavior Itself
• Tangible Object or Intangible Service

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Process of Social Marketing

• Price
• Cost Associated with the Behavior Change
• Monetary
• Time
• Effort
• Psychological
• Discomfort
• etc

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Process of Social Marketing

• Place
• Make it Convenient
• Be There at the Point of Decision-Making

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Process of Social Marketing

• Promotion
• Message
• Style (Slice of Life, Fantasy, Humor, Music,
  Evidence, Fear)
• Media

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Process of Social Marketing

• Politics
• Partnerships/Alliances
• Legislative Change

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Process of Social Marketing

• Deliver Program and Monitor
• Cant Set It and Forget It
• May Need to Modify Along the Way

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Evaluate the Program

• Assess the Program Relative to Its Original
  Goals/Objectives
• Ultimately, the Most Important and Most Difficult
  Relate to Behavior Change
• Be Dispassionate
• Be Aware of the Secular Trend
• Most Frequently Incremental Change Is All One Can
  Achieve

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QUESTIONS???
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Resources

• Kotler, Philip, et al., Social Marketing
  Improving the Quality of Life, Second Ed.
  Thousand Oaks Sage Publications, 2002.
• Andreasen, Alan, Marketing Social Change. San
  Francisco Jossey-Bass, 1995.
• http//www.turningpointprogram.org/Pages/socialmkt
  .html

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Resources

• http//www.buckleupamerica.org/
• http//www.thetruth.com/
• http//www.hc-sc.gc.ca/hppb/socialmarketing/