Social Marketing: An Introduction

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Social Marketing An Introduction

• Sara Ackerman, MPH, PhD

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What is Social Marketing?

• The use of concepts and strategies from
  commercial marketing to influence individual and
  social practices, with a goal of improved human
  or environmental health

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How does social marketing differ from commercial
marketing?

• similar strategies both sell products, ideas,
  practices
• different goals profit vs. health or well being

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Social marketing is not the same as social media
marketing!
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Social marketing critically examines commercial
marketing so as to learn from its successes and
curb its excesses.
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www.adbusters.org
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Dominant behavior change communications campaigns
aim to

• PROTECT

• WARN

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• PROTECT

• WARN

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Beyond warn and protect
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integrating interests of the audience with those
of the sponsor
photo credit www.adpunch.org
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Social marketing can be used to influence

• individual behaviors
• social processes and norms
• policies
• institutional practices

image credit http//culturegenderhealth.blogspot.
com/
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Social marketing draws on methods and theories
from

• Anthropology
• Behavioral economics
• Design
• Persuasive technology research
• Public health
• Social psychology

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Social marketing strategies are used to

• Develop communication campaigns AND
• Design educational materials
• Improve services
• Re-design structural/environmental conditions

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Some health topics that have been addressed by
social marketing
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Why might social marketing be more difficult than
commercial marketing?
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Youre trying to influence people to do things
they are uncomfortable with, dont want to do, or
cant do
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social marketing principles and methods
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• focus on audience

• Do you really know whats best for your
  audience?
• Start by engaging and understanding your audience

photo credit Ian Webster
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• audience insight

• formative research
• process and outcome evaluation using participant
  observation and other qualitative methods

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• audience segmentation

• one size fits all solution rarely works for
  complex behaviors
• psychographics values interests activities
  opinions geographic location

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• your audience/
• target may be

• people whom you want to do something different
• enablers
• barriers

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• how are audience
• segments chosen?

• persuadable?
• size and potential impact
• need
• influence on primary audience
• accessibility
• resources needed to reach audience
• equity/social justice considerations

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• exchange

what I need for target audience vs. what they
desire, care about, aspire to
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• exchange

image credit http//bit.ly/nvfY0Z
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questioning the rational man theory of exchange
Image credit Fairfax County, Virginia
http//www.fairfaxcounty.gov/hd/flu/
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Marketing Mix/4Ps

1. PRODUCT and its presumed benefit
2. PRICE, or what audience has to do to obtain
   product
3. PLACE, or how product reaches audience
4. PROMOTION, or strategy to create and sustain
   demand for product

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4Ps

1. PUBLICS
2. PARTNERSHIP
3. POLICY
4. PURSE STRINGS
5. POLITICS

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Critique of 4Ps

1. Checklist?
2. The 4Ps are not behavior change tools
3. What about barriers/benefits?

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Alternatives to 4Ps

• Community-Based Social Marketing
• behavior change via addressing barriers
• less focus on attitudes beliefs

http//www.cbsm.com/public/world.lasso
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Total Process PlanningModel
image and content credit UK Alcohol Learning
Centre
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SCOPE DEVELOP

• Identify and consult with stakeholders
• Conduct preliminary research
• Learn about your audience using qualitative
  methods
• Segment your audience
• Decide on research methods
• Develop evaluation procedures

• Look at current services
• Involve stakeholders
• Look at similar or competing programs how will
  they reinforce or undermine your project?
• Use theory appropriate to problem and audience
• Develop barrier and exchange model
• Test your project

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IMPLEMENT EVALUATE

• Use a range of strategies and tailor campaign to
  audience segments
• Conduct process evaluation to determine if
  program is being implemented as planned and how
  people are responding
• Continue working with stakeholders

• PROCESS and OUTCOME equally important.
• Process evaluation insight into deviations from
  plan understand what produced observed outcomes
• Outcome evaluation did you reach target
  audience did desired outcome occur?

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FOLLOW-UP

• Share/disseminate best practices
• Continue to track outcomes and assess
  sustainability of target behavior

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theories/explanatory models used in social
marketingindividual social/relational

• Social Cognitive Theory
• Health Belief Model
• Stages of Change
• Diffusion of Innovations

• social theory citizenship, subjectivity,
  embodiment, social/symbolic capital, power,
  historical context
• social network analysis
• coalition/collaboration (PAR)
• social justice, environmental justice

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critiques of social marketing
individual
social, economic, environmental, institutional
context

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• Historical changes in smoking practices in U.S.

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SM relies too heavily on psychological behavior
change theories One principle that
distinguishes the best social marketers is an
unrelenting understanding, empathy and advocacy
of the perspective of our priority population or
community that is not slanted by what the theory
or research evidence does or does not tell
us. - Craig Lefebvre
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Health behaviors are wicked problems!

• Effective change programs do not ONLY communicate
  persuasive messages.
• They also try to modify the context using
  multi-faceted strategies.

photo credit NY Times, Dec.13, 2009
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Another example of redesigning the environment to
promote behavior change
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Unintended consequences of social marketing
Australias Slip Slop Slap campaign to
prevent skin cancer
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Case Study Cleanyourhands campaign UK
National Social Marketing Center (NSMC)

• Social marketing strategies
• Scale

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NSMC hand hygiene project in a Scottish hospital

• hand hygiene compliance high, but hospital
  acquired infections increasing
• running out of new ways to sell hand hygiene
• carrot not stick need to persuade people that
  its in their interests to comply
• Project
• tailored interventions
• clean leaders

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NSMC hand hygiene project in a Scottish hospital

• WHO 5 moments depiction great in principle but
  not in practice

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• alternative representation of 5 moments

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• gel myths and dispensers
• can patients remind staff to clean hands?
• clean zones

image and content credit UK National Social
Marketing Centre
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Case Study 2 Copenhagen cycling campaign

• Goal
• increase commuting by bicycle to - reduce
  pollution and congestion - improve public health
• Strategy
• - foster and spread bicycle culture - change
  infrastructure to reduce barriers to cycling

photo and content credit City of Copenhagen
Technical and Environmental Administration
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infrastructure
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bicycle culture
http//www.copenhagencyclechic.com/
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outcomes

• 2010 37 of people in greater Copenhagen
  commuted by bike
• planners goal 50 by 2015
• public satisfaction with cycling 1995
  17 2004 83 2010 94
• survey why do you cycle?
• 55 its faster
• 33 its more convenient
• 32 its healthy
• 29 its cheap

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Thank you!
photo credit William Couch