The Fundamentals of Social Marketing

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The Fundamentals ofSocial Marketing

• Kelly Carey, Senior Vice President, GMMB
• Alison Betty Volz, Vice President, GMMB

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• What is Social Marketing?

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• Social marketing seeks to influence social
  behaviors not to benefit the marketer, but to
  benefit the target audience and the general
  society
• - Philip Kotler and Gerald Zaltman

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Regular v. Social Marketing

• Needs and Wants of Consumer
• v.
• Product Promotion

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Marketings Four Ps

• Product
• What, in terms of behavior, beliefs, information
  or services, is the audience being asked to
  accept?
• Price
• What is the financial, social, material,
  physical, and/or psychological cost?
• Place
• How will it be made available?
• Promotion
• How will the target audience learn about it?

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Social Marketings Four Ps

• Publics
• Working with the external and internal groups
  involved in the program
• Partnership
• Teaming up with other organizations that can help
  you reach your goal
• Policy
• Developing an environment that supports change
• Purse strings
• Finding the right funding source

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• Social marketing is changing attitudes and
  behaviors through targeted communications
  campaigns.

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The Stages of Change

• Create awareness and interest
• Change attitudes and conditions
• Motivate people to want to change their behavior
• Empower people to act
• Prevent backsliding

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Components of Social Marketing

• Research
• Target audience identification/ prioritization
• Message development/testing
• Earned media
• Paid media
• Grassroots
• Coalition building, partnerships with
  organizations and corporations
• Evaluation and tracking

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Benchmark research
Message development
Evaluation and adjustments
THE ROLE OF RESEARCH
Define audiences
Analysis of effectiveness
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Types of Research

• Issue Data
• Public opinion surveys
• State by state comparisons
• Partnership with university or research
  institute
• Campaign data
• Focus groups
• Public opinion surveys
• Pre- and post-testing

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Identify Your Target Audiences

• Primary audience
• Whose behavior are we trying to change?
• Secondary audience
• What other audiences directly influence our
  primary audience?
• Tertiary audience
• How can we reach others so that our communities
  understand and support the need for change?
• Prioritize core audiences
• Start first with easiest group to change.

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Message Development

• Talk with those who do not know the issue
• If we dont get it, they wont get it.
• Research-based
• Tested
• Consistency/branding
• Organizational positioning

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Earned Media

• Media events
• Press advisory, press releases, templates
• Release compelling data
• Pitching stories
• Op-eds, editorials
• Media partnerships

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Paid Media

• Advertising
• TV, radio, print, internet, outdoor
• Public service announcements (PSAs)
• Placements in partner publications
• Co-branded efforts

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Grassroots Activities

• Coalition building
• Organizational partnerships
• Corporate partnerships
• Targeted outreach to influencers
• Government officials
• Celebrities

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Partnerships

• Adds credibility
• Increases outreach abilities
• Positions campaign among influencers
• Organizations
• Corporations
• Government
• Others

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Evaluation Tracking

• Quantitative
• Surveys
• Phone, mail, internet
• Media tracking
• Qualitative
• Pre- and post-test focus groups
• Feedback forms

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The Top 10Lessons Learned

• Real, lasting change takes time years or more.
• Change is incremental. Success is not permanent.
• A multi-pronged strategy is needed.
• It takes collaboration. Partnerships are
  surprisingly effective.
• You dont have to change everyone. Stay focused
  on target audiences.

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The Top 10Lessons Learned (contd)

• Research is essential. Change does not occur
  because it is right.
• Flexibility and a willingness to adapt the
  campaign is necessary to stay on track.
• Advertising works. PSAs work sometimes.
• Evaluation and tracking are paramount.
• Again, it takes time.

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Should I Begin a Social Marketing Program?

• External questions
• What is the goal?
• Is there a need?
• Who are the target audiences?
• Is anyone doing it already?
• Internal questions
• Are all necessary stakeholders committed to the
  project?
• Are resources available maintain the effort?
• How does this affect the organizations position
  among its networks and in the community?

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• Q A