copyright senate 2004 introduction to social marketing

Copyright Senate 2004

Introduction to Social Marketing

Copyright Senate Communications 2003

Outline

• Defining social marketing• When do you need social marketing• In case there was any confusion …• Some marketing basics:

– Audience– Selling– Risk

• A note on policy


Defining social marketing

Classic social marketing definitions deal with:

• promoting behaviour change• the voluntary nature of that behaviour change• the social improvement purpose of that behaviour

change• applying a planned approach to achieving the

behaviour change• the use of commercial marketing techniques to

achieve social change


When do you need social marketing?Continuum of needs:

• When there is a desire to increase public knowledge on an issue

• When there is a desire to change public attitudes to an issue

• When there is a desire to change public behaviour

Communications solution:


When do you need social marketing?Hierarchy of needs:

• When there is a desire to increase public knowledge on an issue

• When there is a desire to change public attitudes to an issue

• When there is a desire to change public behaviour


public education

public education / social marketing

social marketing


When do you need social marketing?

Audience behaviour:

• Where people are prone to behave as desired

• Where people are resistant to behaving as desired

• For those in the middle



When do you need social marketing?

Audience behaviour:

• Where people are prone to behave as desired

• Where people are resistant to behaving as desired

• For those in the middle


education and information are likely to be enough

policies and enforcement are likely to be needed

social marketing is the answer


In case there was any confusion…

Public education

• knowledge and attitudes • focuses on promotion

alone• about telling• subject focus• demographic research• one dimensional and

static

Social marketing

• behaviour change • uses all elements of the

marketing mix• about selling• audience focus• psycho-behavioural

research• feedback and evolution


Marketing 101

• It’s about the audience– You have to understand the audience and what they need / want /

care about– This means research – Human beings aren’t rational

• It’s about selling – Commercial marketing techniques – Consider Product– Consider Price– Consider Placement– Consider Promotion

• Be prepared to take a risk– Sometimes selling is outside the public sector comfort zone– Challenge for public sector communicators is to question this

constraint and ensure it’s justified


A word on policy

• The fifth “P” • Social marketing is most effective when it is backed by

appropriate policy• Policy can take many forms

– Provision of public parks

– Making something illegal

– Enforcement of rules

• What role can / do communicators have in influencing policy?

copyright senate 2004 introduction to social marketing

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