Social Marketing Basics

1
Social Marketing Basics

• Nancy Hoddinott
• Manager, Social Marketing
• NS Health Promotion

2
Objectives

• Introduce social marketing concepts
• Review steps in developing a social marketing
  plan
• Apply social marketing concepts
• Have fun

3
Agenda

• What is social marketing?
• Steps in social marketing plan
• Lunch (1215)
• Applying the concepts
• Wrap-up/Evaluation (330)

4
What is social marketing?

• Sounds like youre running a dating service
• Dept. of Health employee

5
What is social marketing?

• Use of marketing principles and techniques to
  influence a target audience to voluntarily
  accept, reject, modify, or abandon a behaviour
  for the benefit of individuals, groups, or
  society as a whole.
• Kotler et al., 2002

6
Framework

• Multidisciplinary and complementary strategies
  are required to change behaviour
• Research based (audience-centered)
• Long-term
• Monitoring and evaluation

7
What is social marketing?

• Uses traditional marketing principles and
  techniques
• Focuses on the consumer (audience-centered)
• Marketing research
• Segmentation
• Defined objectives/goals
• Exchange theory perceived benefits costs
• Marketing mix product, price, place, promotion
• Evaluation

8
What is different from commercial sector
marketing?

• Product sold goods and services vs. behaviour
  change
• Goal financial gain vs. individual/societal gain
• Competition other organisations offering similar
  goods vs. current or preferred behaviour

9
Social marketing is not.

• just advertising
• just communications
• an image campaign
• expert driven
• done in a vacuum
• a quick process

10
Steps in Social Marketing Plan

• Where are we?
• Where do we want to go?
• How will we get there?
• How will we stay on track?

11
Steps in Social Marketing Plan

• Define the problem
• Select and analyse target audience
• 3. Set objectives, goals
• 4. Product, price, place, promotion
• 5. Evaluation plan
• Implementation plan

12
Step 1 Define the Problem

• Review data sources, literature
• Determine campaign purpose
• What actions/behaviour change could reduce the
  problem)
• Who must act to solve the problem?
• SWOT analysis
• Review current and past efforts

13
Step 2 Select/Analyze target audience

• Formative research
• Collect and analyze demographic, socioeconomic,
  cultural, behavioural data on target audience
• Segment audience
• Select target audience(s) - size, reachability,
  readiness

14
Step 2 Select/Analyze target audience

• Competition
• Current knowledge, beliefs and behaviours
• Perceived benefits and barriers to action

15
Step 3 Set goals and objectives

• What do you want audience to do
• Will achieving this goal impact the problem?
• Behavioural objectives, quantifiable
• Feasible?

16
Step 4 Apply Marketing Principles

• Product
• Behaviour, service being exchanged with audience
  for a price and benefit
• Must compete successfully against benefit of
  current behaviour
• Fun, easy, popular
• Price
• Cost to the target audience of changing
  (financial, time, effort, lifestyle, etc.)
• Place
• Channels where products, programs are available
• Make accessible, move programs/products to places
  audience frequents
• Promotion
• Communication with audience about
  product/program, price and place
• Advertising, media relations, events, direct
  mail, entertainment, personal selling

17
5th P

• Politics
• Stimulate policy that influences voluntary
  behaviour change (system and environmental change)

18
Step 6 Evaluation Plan

• Based on goals and objectives
• What will be measured
• Process (assessment of campaign elements and
  execution)
• Outcome (impact)
• How it will be measured
• When will it be measured
• How results will be reported

19
Step 7 Implementation Plan

• Who will do what, when, how (how much)

20
Elements of successful campaigns (Kotler et al.,
2002)

• Use what has been done before
• Start with target group most ready for action
• Promote single, doable behaviour (clear, simple
  terms)
• Promote a service to support the behaviour
• Address perceived benefits and costs
• Make access easy

21
Elements of successful campaigns

• Develop attention-getting, motivational messages
• Use appropriate media (exploit audience
  participation)
• Make it easy and convenient for action (fun,
  easy, popular)
• Allocate resources for effective reach
• Allocate resources for research
• Track results, adjust

22
Change Objectives

• Think of your organisation, identify an issue you
  are trying to resolve/change.
• Develop a campaign purpose
• Translate success over the next three years
• Key audiences (internal, external, partners)
• Concrete behaviours, actions, decisions that each
  would adopt

23
Change Objectives

• F. Lagarde, 2004

Target Audience What you want them to do





24
Audience Analysis Segmentation

• Choose most important audience
• Analyse those who have adopted the behaviour and
  those who have not
• Demographic data
• Needs, benefits
• Barriers
• Influencers
• Media habits
• Membership
• Segmentation

25
Implications (Product, Price, Place, Promotion)

• New or improved offering (behaviour, product,
  service) to make it more attractive (benefits)
  and easy (barriers)
• Ways of making it less costly or time consuming
• Ways to reduce barriers and improve access
• Messages, channels, messengers
• F. Lagarde, 2004

26
References

• Kotler, P., Roberto, N, Lee, N. 2002. Social
  Marketing Improving the Quality of Life.
  Thousand Oaks,CASage Productions Inc.
• Social Marketing National Excellence
  Collaborative. The Managers Guide to Social
  Marketing.
• Lagarde, F. 2004. Worksheets to Introduce Some
  Basic Concepts of Social Marketing Practices.
  Social Marketing Quarterly, 10(1).