04 social marketing

8/4/2019 04 Social Marketing

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SOCIAL MARKETING



Social marketing is the systematic applicationof marketing, along with other concepts and techniques, to achieve specific behavioralgoals for a social good. Social marketing can

be applied to promote merit goods, or tomake a society avoid demerit goods and thus to promote society's well being as a whole.

For example, this may include asking peoplenot to smoke in public areas, asking them touse seat belts, or prompting to make themfollow speed limits.

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Marketing



What is Social Marketing?The application of commercial marketingtechniques +

To influence a key target audience +To voluntarily change a behavior =For the good of society



Key PointSocial marketing is about being strategic.Pick a crucial issue and a key audience.

Then, think about the issue from theperspective of your target audience.Pretend that their perspective

is all that matters.Because it is.



Why Social Marketing is EffectiveSocial marketing recognizes thatinformation alone does not change

behaviorsSocial marketing focuses on targetaudiences, including their needs, wants,and motivatorsSocial marketing focuses on makingbehaviors easy, fun, and popular!



Social Marketing is StrategicWe don’t have unlimited time, resources,or personnel

Social marketing makes us focus on:The most important messagesThe most important people

Everything else can wait until later



Social Marketing is Audience

Focused Audiences are the beginning and end of socialmarketingThink of your audience continuously:

Are they interested in your issue?Do they care about your issue?What are they passionate about?What do they need to know about your issue?

How do they want to find out?Whenever possible, select audiences who can helpyou reach your goals and who are motivated to act



Social Marketing Segments

AudiencesNot all people are the same, so not allpeople can be treated the same

Break your audiences into similar groupsbased on things such as:Interest level

Wants and needsMotivators Access points



Social Marketing BasicsMust be client/consumer/audience centered-soneed to know them in order to target

Same as commercial marketing except goal isnot revenue/profitFocus on enhancing perceived benefits &reducing perceived barriers. Actions will only

occur if perceived benefits > perceived costsManage the P’s Measure results



Social Marketing Planning Process1. Analyze the social marketing environment2. Select target audience3. Set goals and objectives

4. Understanding the target audience and thecompetition5. Determine Strategies – P’s-Product, Price, Place,

Promotion6. Develop Evaluation & monitoring strategy7. Establish budgets & find funding sources8. Complete an implementation plan



Key Elements

of a Successful CampaignTake advantage of what is known & has been donebefore

Start with target markets that are the most ready foractionPromote a single, doable behaviors, explain insimple, clear termsConsider incorporating & promoting a tangibleobject with the target behaviorUnderstand & address perceived benefits & costs



Key Elements

of a Successful CampaignMake access easyDevelop attention-getting & motivational messages

Choose appropriate media channels & watch foraudience participation in traditional media vehiclesProvide response mechanism that make it easy &convenient for inspired audiences to act on

recommended behaviors Allocate appropriate resource for media/outreachTrack results and make adjustments



Law-Education-Marketing



Since it covers a wide range ofissues not necessarily connectedto commercial considerations ithas a wider, if not commercially,

desirable perspectives



Marketing allows us to bring insocially desirable behaviours

When we do that we contribute toSocial marketing

04 social marketing

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