(RE) Ignite the Fire IV

Dr Stephen DannSchool of Management Marketing and

International Business, Australian National University

Social Marketing

Let’s just take a minute…

When the message goes astray

It’s not a bug, it’s a feature

When the message goes astray

It’s definitely not a feature

When the message goes astray

Peer pressure?

(RE) Ignite the Fire IV

Dr Stephen DannSchool of Management Marketing and

International Business, Australian National University

Where it began…

R1: Australian Non Profit and Social Marketing Conference (2006)

R2: ANZMAC (2006)

Journal of Public Affairs (2007)

R3: World Social Marketing Conference (2008)

R4: UWA (2009)

Background

The Project (thus far)

• 20 Universities• 23 academics thus far.

+12 QLD, +3 NSW, +3 VIC, +1 WA

• 15 hours of interviews• 6 weeks• 4 states• 2 time zones• A very broad definition of “East Coast”

Themes

Who are we as social marketers?

Where does social marketing fit into the landscape and toolkit of social change?

Where are the research opportunities in our community?

Where are we?1. UQ2. QUT3. GRIFFITH4. University of the Sunshine Coast5. Macquarie University6. The University of Newcastle7. The University of New England8. The University of Sydney9. University of Technology Sydney10. University of Wollongong11. La Trobe University12. Monash University13. RMIT14. Swinburne University of Technology15. The University of Melbourne16. Victoria University17. Curtin University of Technology18. Edith Cowan University19. The University of Western Australia20. The Australian National University

Who are we?

PhD studentsLecturersSenior LecturesAssociate ProfessorsProfessorsDeansHeads of School

What brings us to SocMktg?• Personal drive• Marketing convert• Family • Intellectual Challenge• Legacy• Faith in marketing• Ambition

Where does social marketing fit?

Two camps summary

Health• Tobacco• Obesity• Road safety• Injury prevention• Cardiac• Cancer• Nutrition• Breast feeding• Alcohol

Not Health• Gambling• Terrorism• Road safety• Crime• Women in comics• Environment• Social network• Bullying• Consumption

Intra-or-Extra?

Social marketing fits within• public health• policy• tactical implementation

Incorporated/Integrated

Actions which are marketing are not necessarily labeled as “social marketing”

Social marketing informs• public health• lobbying• customer focused intervention

External and Identified

Actions labeled as “marketing” “advertising” “Social marketing”

Toolkit of social change

Universal recognition of the whole complexity of the marketing tool kits– Market research led social marketing– Strategic social marketing– Tactical social marketing– Whole of the mix approaches– Complexity of implementation versus intention

“Marketing as means to translate the intention of policy in actual behavioural

change”

Where are the research opportunities in our

community?

The “missing” references

1. Message framing1. Positive, negative2. “Ours” and “theirs”

2. Social network analysis1. Peer to peer offline personal networks2. Online peer networks

3. Experimental social marketing1. Emotions, services2. Change as experience

The marketing of Social Marketing

Branding, positioning, product definition,

distribution, pricing, awareness, behavioural change

Fundamental social marketing theory

Historical analysis, ‘Landmark articles’, Developmental milestones,

Social Marketing’s SDL moment

Immediate Challenges

Barriers, Road blocks and unexpected outcomes

Politicised Social Marketing

When the Government said they wanted less regulation interfering with people’s lives, we never thought they meant social marketing campaigns for healthy eating would be withdrawn...We thought they just meant stuff about the banks.

New Zealand Social Marketing Academic

What counts as “evidence” in evidence based intervention?

• Marketing inputs are not evidence– Investments, plans, processes and intentions do

not demonstrate behaviour change

• Marketing metrics are not evidence– Recall, awareness, reach, frequency do not

demonstrate behaviour change

Should marketing metrics count as evidence?

Does reach, frequency and recall have a role in benchmarking ‘socially negative’

advertising?

Sequential Challenge

Defining the boundaries of social marketing

Documenting the outcomes

Replicating the results

Disseminating the results (not necessarily publishing)

Replicating the published results

Disseminating the replications

Barriers for academic SocMKT

Social Marketing as a senior academic’s pursuit– Perishing whilst Publishing?– Journal ratings

• Non-Profit and Voluntary Sector Quarterly (A*)• Journal of Public Policy and Marketing (A)• Journal of Nonprofit & Public Sector Marketing (B)• Social Marketing Quarterly (C)• Journal of Macromarketing (C)

Do we send our best papers to SMQ to raise the ranking whilst cashing quality for C level points?

To the future…

September 25th, 2009

Australian Social Marketing Network Meeting

RMIT

International Non Profit and

Social Marketing Conference

The Queensland Away Match

Thurs 15th JulyFriday 16th July

2010

INSM 2011

An invitation

International Non Profit and

Social Marketing Conference

The West Australia Home Game

July 2011