Social Marketing 101

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Social Marketing 101
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Social Marketing

• Uses commercial marketing techniques to
  contribute to
• Individual well being
• Good of society

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Marketing
Acquire, Consume, Maintain Product Use
Abandon, Replace, Sustain Positive Behavior
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Commercial vs. Social Marketing
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Understanding social marketing Differences from
commercial marketing

• Often negative demand
• Sensitive issues
• Invisible benefits
• Benefits to 3rd parties
• Politics

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Differences between social and commercial
marketing

• Public scrutiny
• Multiple publics
• Limited budgets
• Huge expectations
• Strategy restrictions
• Culture conflict

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Mammography Rates
NCI Guidelines
Percentage of women 50 who have had a
mammogramSource Institute of Medicine
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• NCI screening guidelines
• Standards for mammography machines
• Regulatory changes for self-referral
• Malpractice for failure to diagnose
• Social Marketing Campaign
• Partnerships/TV shows
• Revlon
• Avon
• NBC/Univision
• NBA
• YWCA
• Media Relations
• White House Summits
• Insurance coverage private Medicare
• Breast Cancer Awareness Month
• Race for the Cure
• GE Corporate Advertising

Creating Social Change
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Mammography Rates
Percentage of women 50 who have had a
mammogramSource Institute of Medicine
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Behavior Change Paradigm
Trial Behavior
Sustained Behavior
Knowledge (Concern)
Relevancy (Attitude)
Readiness
Awareness
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Social Marketing is Research- Based and
Customer-Focused
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Social Marketing 101

• Social Marketing Principles
• Social Marketing Communication Model

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Core Principles

• Information dissemination does not translate into
  behavior change
• Make a very specific ask.
• It is all about the consumer
• Whats in it for me?

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The bottom line is the influence of behavior

• Social Marketing advocates four types of actions
• One-time actions
• Donating an organ
• Repeated but finite actions
• Getting a child immunized or going to drug rehab

Principles
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The bottom line is the influence of behavior

• Social Marketing advocates four types of actions
• Permanent life style changes
• Recycling or quitting smoking
• Situational actions
• Using a designated driver

Principles
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Barriers to Action

• Impossible
• Too complex
• Require too much time
• Lack priority
• Forgotten

Principles
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Getting Action

• Make the impossible possible
• Availability, access reduce cost
• Make the complex simple
• Minimize the time inconvenience
• Increase the urgency
• Abolish forgetting

Principles
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Maintaining Action

• Sources of Disappointment
• Unsatisfactory positive consequences
• Excessive negative consequences
• Important people provide negative feedback
• Behavioral control was less than expected
• System
• Consumer

Principles
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Maintaining ActionWhat can we do?

• Control expectations
• Make hidden benefits visible
• Improve the system
• Enlist the support of significant others
• Redouble skills training

Principles
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Customer-Driven

• Always listen to your customers
• Have to see the world through their eyes
• Must understand and know their needs and wants
  NOT your own
• Listen through consumer research
• - Focus groups
• - In-depths
• - Surveys

Principles
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It is all about the consumer
http//bringtheloveback.com/
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Social Marketing Program Must be benefit-focused
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Rewards/Benefits

• Intrinsic
• Self persuasionI am doing the right thing
• Extrinsic
• Work but must be used carefullythey wear out
• Ethical dilemmadoing it for the wrong reason

Principles
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Social Marketing 101

• Social Marketing Principles
• Social Marketing Communication Model

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Information Dissemination Model
Target Audience
Organization
Information
Disseminate information and they come?
INFORMATION DISSEMINATION BY ITSELF DOES NOT
WORK!
SM Communication
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Social Marketing Communication Model

• Organizational
• Reality
• Policy
• Regulations
• Requirements
• Needs

Core Message Strategy What is the action? What
is the promise? What is the support?
Message Execution Dissemination What is
image? What are the openings?
Desired Action

• Consumer Reality
• Who is the target?
• Attitudes
• Feelings
• Values
• Needs
• Desires
• Behavior
• Belief

Evaluation
SM Communication
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Six Strategic Questions Answered Through Research

1. Who is the target audience?
2. What is the action that we would like our target
   audience to take as a result of our
   communication?
3. What are rewards/benefits can we offer the target
   audience?
4. How can we support our claim?
5. When are consumers open to receive our messages?
6. What is the current and desired image of the
   behavior?

SM Communication
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1. THE TARGET

• Who is the target and what is their reality?
• What are they like as individuals?

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Target

• Who is the target and what are they like?
• Target audience should be as specific as possible
• A vivid picture of individualnot a set of
  demographics
• Develop a composite portrait
• How does this person look like?
• What is his/her lifestyle?
• How does he/she spend leisure time?

SM Communication
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• It gives me something to get up for each dayI
  have something to do. It makes me feel good
  about myself and a part of things, like I belong.
  It gives me something fun to do with my friends
  and spend my time on

17 year old boy
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Isnt our target all people?

• Response No
• You cant be everything to every person
• You already target segments of people
• The choice is to target
• Consciously or
• By default

SM Communication
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Kid Country, USA
Widely scattered throughout the nations
heartland, Kid Country, USA is a segment
dominated by large families living in small
towns. Predominantly white, with an above-average
concentration of Hispanics, these young, these
working-class households include homeowners,
renters and military personnel living in base
housing about 20 percent of residents own mobile
homes.
Shotguns Pickups
The segment known as Shotguns Pickups came by
its moniker honestly it scores near the top of
all lifestyles for owning hunting rifles and
pickup trucks. These Americans tend to be young,
working-class couples with large familiesmore
than half have two or more kidsliving in small
homes and manufactured housing. Nearly a third of
residents live in mobile homes, more than
anywhere else in the nation.
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Where is our audience?Greenville, MS
Four Ready to Learn Segments in Greenville
(N1396 14 of Greenvilles population each dot
represents 10 RTL households)
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2. ACTION
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What Are They Doing Now? Competitive Actions

• What is their current behavior?
• Why are they doing this?
• What do get out of it?

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For Example

• Call to enroll in your program
• Contribute to your organization
• Sign up to be a volunteer
• Share medical history with relatives

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Action
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Action
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What Gets in the Way of Being More Active?

• Because physical activity is not expected to be
  fun, a variety of obstacles come up as excuses
• Other responsibilities or priorities
• Boredom, difficulty, or hassle of exercise
• Social discomfort (embarrassment working out with
  younger or more fit)
• Reluctance to make new time (hard to get up
  earlier or stay up later)
• Weather and safety
• Tendency to slow down as you get older

Physical Activity Example
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Obstacles
Physical Activity Example
If youve got an important deadline,
its so easy just to stay at the office and work
through until youre done. Going down in the
basement and getting on that treadmill is no fun.
Its especially hard to get out of a warm bed on
a cold morning to do this. Sometimes it bothers
me when other people are around. Sometimes I
just wont if they have their cute suits on and
their husbands. I just dont want to go. Its
very easy to move straight from the dinner table
to the comfortable chair and fall prey to the
television until its time for bed.  I have to
do something before I get home from work. If I go
home, its all over.
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3. REWARD
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Rewards/Benefits

• What reward should the message promise the
  individual?
• Subjective/personal
• Reward is in the immediate present NOT in the
  future (e.g., smoking)

SM Communication
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Warning

• You are not the target audience
• Its consumer wants not our perception of their
  needs
• If I adopt a child instead of being childless I
  will do something good for the society
• NO!!!!

SM Communication
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Attributes vs. Benefits
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Connect To Values

• http//www.youtube.com/watch?vc4xmFcrJexkfeature
  related
• http//www.thetruth.com/videos/

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4. SUPPORT
Why should they believe us?
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Support

• What makes our reward believable?
• What makes the action feasible?
• Support comes from
• Scientific facts/data
• Personal stories (testimonials, people like me
  are doing it)
• How we communicate our message
• Perceived social norms

Determine which of these will be most credible to
your audience
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Make sure that support is relevant to the reward

• Eating more fruits and vegetables . .
• Decreasing risk of heart disease vs. helping you
  maintain a healthy weight
• Not smoking for teenagers . . .
• Decreases risk of lung cancer vs. making you more
  attractive/making you more of an individual

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Support
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Support
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5. OPENINGS
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Openings

• Openings are not about how we get our message
  Out. Openings are about how our audience takes
  our message In.

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Good Openings For Reaching Your Audience

• Times, places, situations, states of mind when
  they are
• Ready to hear your message
• Looking for your benefits
• In a position to act

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6. IMAGE
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Image

• Every action/organization has an image
• Image is conveyed through tone, personality,
  emotions, and signals
• Image says, They are talking to me
• There is a need to understand an
  organization/products current image as well as
  its desired image

SM Communication
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An Effective Image

• Is appealing and relevant
• Is original and distinctive
• Tells the audience, Im speaking to you

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Are They Talking To Me?
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Courtesy of UAB Center for Palliative Care