What is Marketing?

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (AMA, 2004)

The Concept of Exchange

Two or more parties are involved Each seeks value to satisfy needs Each is willing to offer something of value to the other

Marketing .
is a managerial process aims to create voluntary exchanges comprises 4 components often referred to as the 4 Ps:

product pricing

promotion
place

(distribution)

What Is Social Marketing?

The application of marketing technologies developed in the commercial sector to the solution of social problems where the bottom line is behaviour change. It involves the analysis, planning, execution and evaluation of programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of society.
From: Andreasen, A.R. (1995) marketing social change - changing Behaviour to promote health, social development, and the environment. Jssey bass publishers, san Fransisco, Cal.

The Social Marketing Difference

The objective
Social

marketing seeks to influence and change social behaviours to benefit the target audience and the society.

Can be carried out by anyone. Its different from education in that its ultimate goal is to influence behaviour (later in the continuum of change after inform or change attitudes slide to follow). May seek to change values and attitudes as a means of influencing behaviours. A call to action is essential

The Social Marketing Approach

Social marketers must create an exchange situation.

Target audience will perceive the benefits of changing behaviour as superior to the costs (not always $) involved. Requires adopting a customer orientation you analyze behaviour from the point of view of target audiences so you must know about them (not make assumptions). Recognizes markets are comprised of market segments requiring different marketing strategies to generate desired behaviour change. Requires research lots of research much available at no cost. Requires development of strategy around 4 Ps

Social Marketing Planning

Major Steps: 1. Decide what you want to do 2. Analyze environment (your own organization's S&Ws, potential target audiences, competitors or competing behaviours) Understand behaviour of your intended clients/ targets - identify barriers and benefits to your desired activity from their viewpoint 3. Develop a strategy that utilizes tools shown to be effective in changing behaviour
4.

Evaluate the strategy once it has been implemented or during implementation change might be required

The Four Stages of Behaviour Change

To adopt a new social behaviour, the target audience evolves through 4 stages:
1. Pre-contemplation stage (need awareness) 2. Contemplation stage (have awareness moving to understanding/motivation) 3. Action stage (involvement/input leads to informed decisions and actions) 4. Maintenance stage (theyre doing it) Note - can go back & forth through these stages

Remember the Purpose of Social Marketing

If dont understand what the target audience wants and how they think, feel, and make decisions, you are unlikely to develop a successful social marketing/ behaviour-change program. The target audience is central to social marketing

Who is the Target Audience?

The target audience can be individuals and/or groups such as families or organizations/sectors (private sector or public sector) You need to learn/understand the differences then do research to confirm where the you will get the best return on investment (dont pick the audience that wont change no matter what, pick the ones that are ready for change the lowhanging fruit - go after the more difficult ones later)

Scope & Focus of Social Marketing

SM - the domain of government and not-forprofit organisations Focus on health promotion, road safety, environment protection, and improving citizens quality of life

Purpose of Social Marketing

Social marketers are not promoting a particular organisation but rather seeking socially positive benefit and prevention of social harm caused by human behaviour

Goals ,Tools and Process of SM

SM: Govt. and non-profit sectors, Goals: to influence social behaviour: driving, purchasing, donating, voting, protecting the environment, preserving health Tools: communication, information, persuasion techniques and theory Process for campaigns: 1. situation analysis, research to identify publics, problems, opportunities 2. strategic plan 3. action and communication 4. evaluation 5. follow-up

Origin of SM & PR
Social Marketing

father: marketing = confusing identity with the commercial sector, extensive use of market research and advertising mother: social justice = positive reputation father: journalism and media studies = spin, manipulation of public opinion, mother: management, (CSR) = recognition as a partner of the dominant coalition

Public relations

Line of Difference: PR & SM

Kotler & Andreasen (1966) argue that:

PR

seeks to influence attitudes, whereas marketing tries to influence specific behaviours PR is organisation- centred instead of audiencecentred PR relies on communication approaches: raising awareness and influencing attitudes

Social marketers are involved in actually creating benefits and providing services to consumers as a way to influence behaviour

Confusion with CSR

Corporations sometimes initiate SM campaigns as part of CSR programme but the goal is the business bottom line through improved image. Success is not measured in social change Example: Doves real beauty campaign promoting sales of cosmetics Social marketers goal for a similar campaign would be: reducing anorexia

What is a Social Marketing Plan?

A written document containing the guidelines for the organizations social marketing programs and allocations over the planning period.

Social Marketing Plan

I. II.

Executive Summary Strategic Analysis Situation

Target audiences barriers and benefits of the desired behaviour Competitors/competing behaviours Organizations current/past strategies Organizations internal strengths and weaknesses (SW of SWOT) External environment (OT of SWOT) Partners (potential or pre-determined) PEST (political, economic, social, technological)

Strategic Gap Identification

Social Marketing Plan

III. IV.

Mission and Objectives, Goals Strategy and Plans

Segmenting markets and selecting target audience(s) Product strategy Pricing strategy Promotion strategy Place (distribution) strategy

V. Action Plans we wont cover this today BUT you will see how they are developed based on all the info youre collecting (theyre a next logical step) VI. Evaluation VII. Budget

Challenges to SM

In commercial marketing the target audience makes a trade, or exchange, between benefits and costs In SM it can be hard to portray the benefits, and costs are usually very high Inspired by commercial marketing SM relies heavily on advertising Therefore SM campaigns are short term and not enough to sustain the behavioural change Social Marketers are not usually communication experts

How PR Can Support SM ?

PR is not just about media relations and raising awareness From early childhood it developed expertise and theory in fundraising, lobbying, community relations, employee relations, and other functions Andreasens 21st Century SM recently discovered them and called them upstream interventions essential success of SM campaigns

How PR Can Support SM ?

In education, PR is well set, almost global in education and practice; SM is still new and marginal In professional terms, PR is stronger but both face challenges In theoretical literature and research PR is better established than SM In professional reputation, PR is a disaster whereas SM enjoys positive association with social justice

Future Trends in SM

Andreasen (2006, p. 11): next level of SM: to be able to influence legislators, foundation officers, TV news directors, or members of street gangs? do we need new concepts and tools, new kinds of education and training? New research? Or new measures of success to permit effective diffusion of social marketing into these new contexts?

Future Trends in SM

The future needs greater equity & eco-justice Given government cuts, shortfall likely to need an enterprise framework & new funding sources Social marketing growing and becoming more essential Building partnership with PR will increase SMs effectiveness and empower PR practice and body of knowledge

Assurance of Outcome, How?

When aiming at social change PR practice and campaigns should include SM approaches: greater focus on audience and behaviour outcomes SM included in PR syllabus PR included in SM academic education and training courses for executives Social marketers rely more on PR services

Thank You!

SOCIAL MARKETING