Social Marketing 101Social Marketing 101

Social MarketingSocial Marketing

• Uses commercial marketing techniques to contribute to

– Individual well being– Good of society

MarketingMarketing

Abandon, Replace,Abandon, Replace,Sustain Positive Sustain Positive

BehaviorBehavior

Abandon, Replace,Abandon, Replace,Sustain Positive Sustain Positive

BehaviorBehavior

Consumer/ProductConsumer/ProductMarketingMarketing

Consumer/ProductConsumer/ProductMarketingMarketing

Social/IssueSocial/IssueMarketingMarketing

Social/IssueSocial/IssueMarketingMarketing

Acquire, Consume, Acquire, Consume, Maintain Product UseMaintain Product UseAcquire, Consume, Acquire, Consume,

Maintain Product UseMaintain Product Use

Commercial vs. Social Commercial vs. Social MarketingMarketing

Understanding social Understanding social marketing: Differences from marketing: Differences from

commercial marketingcommercial marketing• Often negative

demand• Sensitive issues• Invisible benefits• Benefits to 3rd parties• Politics

Differences between social and Differences between social and commercial marketingcommercial marketing

• Public scrutiny• Multiple publics• Limited budgets • Huge expectations• Strategy restrictions• Culture conflict

Mammography RatesMammography Rates

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

1987 1989

White, Non-Hispanic

Black, Non-Hispanic

Hispanic

Percentage of women 50+ who have had a mammogramSource: Institute of Medicine

NCI Guidelines

•NCI screening guidelines

•Standards for mammography machines

•Regulatory changes for self-referral

•Malpractice for failure to diagnose

•Social Marketing Campaign

•Partnerships/TV shows•Revlon •Avon•NBC/Univision•NBA•YWCA

•Media Relations

•White House Summits

•Insurance coverage – private & Medicare

•Breast Cancer Awareness Month

•Race for the Cure

•GE Corporate Advertising

Creating Social

Change

Mammography RatesMammography Rates

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

1987 1990 1991 1993

White, Non-Hispanic

Black, Non-Hispanic

Hispanic

Percentage of women 50+ who have had a mammogramSource: Institute of Medicine

Behavior Change ParadigmBehavior Change Paradigm

Trial Trial BehaviorBehavior

ReadinessReadinessKnowledgeKnowledge(Concern)(Concern)

RelevancyRelevancy(Attitude)(Attitude)

SustainedSustainedBehaviorBehaviorAwarenessAwareness

Social MarketingSocial Marketing is is Research- BasedResearch- Based and and Customer-FocusedCustomer-Focused

Social Marketing 101:Social Marketing 101:

• Social Marketing Principles

• Social Marketing Communication Model

Core PrinciplesCore Principles

• Information dissemination does not translate into behavior change

• Make a very specific “ask.”• It is all about the consumer • What’s in it for me?

The bottom line is the influence of The bottom line is the influence of behaviorbehavior

• Social Marketing advocates four types of actions:– One-time actions

• Donating an organ

– Repeated but finite actions• Getting a child immunized or going to drug rehab

Principles

The bottom line is the influence of The bottom line is the influence of behaviorbehavior

• Social Marketing advocates four types of actions:– Permanent life style changes

• Recycling or quitting smoking

– Situational actions• Using a designated driver

Principles

Barriers to ActionBarriers to Action

• Impossible

• Too complex

• Require too much time

• Lack priority

• Forgotten

Principles

Getting ActionGetting Action

• Make the impossible possible– Availability, access & reduce $$ cost

• Make the complex simple

• Minimize the time inconvenience

• Increase the urgency

• Abolish forgetting

Principles

Maintaining ActionMaintaining Action

• Sources of Disappointment– Unsatisfactory positive consequences– Excessive negative consequences– Important people provide negative feedback– Behavioral control was less than expected

• System

• Consumer

Principles

Maintaining Action—What can we Maintaining Action—What can we do?do?

• Control expectations

• Make hidden benefits visible

• Improve the system

• Enlist the support of significant others

• Redouble skills training

Principles

Customer-DrivenCustomer-Driven• Always listen to your customers• Have to see the world through their eyes• Must understand and know their needs and

wants NOT your own• Listen through consumer research:

- Focus groups - In-depths - Surveys

Principles

It is all about the consumerIt is all about the consumer

QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.

http://bringtheloveback.com/

Social Marketing Program Must Social Marketing Program Must be benefit-focused…be benefit-focused…

Rewards/BenefitsRewards/Benefits

• Intrinsic– Self persuasion—“I am doing the right thing”

• Extrinsic– Work but must be used carefully—they wear

out– Ethical dilemma—doing it for the wrong reason

Principles

Social Marketing 101:Social Marketing 101:

• Social Marketing Principles

• Social Marketing Communication Model

Information Dissemination Information Dissemination ModelModel

OrganizationInformation Target Audience

Disseminate information and they come?

INFORMATION DISSEMINATION BY ITSELF DOES NOT WORK!

SM Communication

Social Marketing Social Marketing Communication ModelCommunication ModelOrganizational

Reality:•Policy•Regulations •Requirements•Needs

Consumer RealityWho is the target?•Attitudes•Feelings•Values•Needs•Desires•Behavior•Belief

Core Message Strategy:

What is the action?What is the promise?What is the support?

Message Execution & Dissemination:

What is image?What are the

openings?

Desired Action

Evaluation

SM Communication

Six Strategic Questions Answered Six Strategic Questions Answered Through Through ResearchResearch

1. Who is the target audience?2. What is the action that we would like our target

audience to take as a result of our communication?3. What are rewards/benefits can we offer the target

audience? 4. How can we support our claim?5. When are consumers open to receive our messages?6. What is the current and desired image of the

behavior?

SM Communication

Who is the target and what is their reality?

What are they like as “individuals”?

1. THE TARGET1. THE TARGET

TargetTarget• Who is the target and what are they like?

– Target audience should be as specific as possible

– A vivid picture of “individual”—not a set of demographics

– Develop a “composite portrait”:• How does this person look like?

• What is his/her lifestyle?

• How does he/she spend leisure time?

SM Communication

“ It gives me something to get up for each day…I have something to do. [It] makes me feel good about myself and a part of things, like I belong. It gives me something fun to do with my friends and spend my time on…”

17 year old boy

Isn’t our target all people?Isn’t our target all people?

• Response: No• You can’t be everything to

every person• You already target

segments of people• The choice is to target:

– Consciously or

– By default

SM Communication

Kid Country, USAWidely scattered throughout the nation’s heartland, Kid Country, USA is a segment dominated by large families living in small towns. Predominantly white, with an above-average concentration of Hispanics, these young, these working-class households include homeowners, renters and military personnel living in base housing; about 20 percent of residents own mobile homes.

The segment known as Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large families—more than half have two or more kids—living in small homes and manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in the nation.

Shotguns & Pickups

Where is our audience?Where is our audience?Greenville, MSGreenville, MS

Four Ready to Learn Segments in Greenville (N=1396; 14% of Greenville’s population; each dot represents 10 RTL households)

2. ACTION2. ACTION2. ACTION2. ACTION

What Are They Doing Now? What Are They Doing Now? Competitive ActionsCompetitive Actions

• What is their current behavior?

• Why are they doing this?

• What do get out of it?

For ExampleFor Example

• Call to enroll in your program

• Contribute to your organization

• Sign up to be a volunteer

• Share medical history with relatives

ActionAction

ActionAction

What Gets in the Way of Being What Gets in the Way of Being More Active?More Active?

• Because physical activity is not expected to be fun, a variety of obstacles come up as excuses – Other responsibilities or priorities – Boredom, difficulty, or hassle of

exercise – Social discomfort (embarrassment

working out with younger or more fit) – Reluctance to make “new time” (hard

to get up earlier or stay up later)– Weather and safety– Tendency to slow down as you get

older

Physical Activity Example

“If you’ve got an important deadline, it’s so easy just to stay at the office and work through until

you’re done.”

“Going down in the basement and getting on that treadmill is no fun. It’s especially hard to get out of a warm bed on a cold morning to do

this.”

“Sometimes it bothers me when other people are around. Sometimes I just won’t – if they have their cute suits on and their husbands. I just

don’t want to go.”

“It’s very easy to move straight from the dinner table to the comfortable chair and fall prey to

the television until it’s time for bed.”

 “I have to do something before I get home from work. If I go home, it’s all over.”

ObstaclesObstacles Physical Activity Example

3. REWARD3. REWARD3. REWARD3. REWARD

Rewards/BenefitsRewards/Benefits

• What reward should the message promise the individual?– Subjective/personal– Reward is in the immediate present NOT in the

future (e.g., smoking)

SM Communication

Warning:Warning:

You are not the target audience…

It’s consumer wants… not our perception of their needs

• If I adopt a child instead of being childless I will do something good for the society

• NO!!!!

SM Communication

Attributes vs. BenefitsAttributes vs. Benefits

Connect To ValuesConnect To Values

http://www.youtube.com/watch?v=c4xmFcrJexk&feature=relatedhttp://www.thetruth.com/videos/

4. SUPPORT4. SUPPORTWhy should they believe us?

SupportSupport

• What makes our reward believable?• What makes the action feasible?

• Support comes from:– Scientific facts/data

– Personal stories (testimonials, people like me are doing it)

– How we communicate our message

– Perceived social norms

Determine which of these will be most credible to your audience

Make sure that support is Make sure that support is relevant to the rewardrelevant to the reward

Eating more fruits and vegetables . .

• Decreasing risk of heart disease vs. helping you maintain a healthy weight

Not smoking for teenagers . . .

• Decreases risk of lung cancer vs. making you more attractive/making you more of an individual

SupportSupport

SupportSupport

5. OPENINGS5. OPENINGS5. OPENINGS5. OPENINGS

OpeningsOpenings

Openings are not about how we get our

message Out. Openings are about how our audience takes

our message In.

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Good Openings For Good Openings For Reaching Your AudienceReaching Your Audience

Times, places, situations, states of mind when they are:

• Ready to hear your message

• Looking for your benefits

• In a position to act

6. IMAGE6. IMAGE6. IMAGE6. IMAGE

ImageImage

• Every action/organization has an image

• Image is conveyed through tone, personality, emotions, and signals

• Image says, “They are talking to me”

• There is a need to understand an organization/product’s current image as well as its desired image

SM Communication

An Effective Image:An Effective Image:

• Is appealing and relevant

• Is original and distinctive

• Tells the audience, “I’m speaking to you”

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Are They Talking To Me?Are They Talking To Me?

Courtesy of:

UAB Center for Palliative Care