Social Marketing

By: Deepak

What is Social Marketing?

Social Marketing is the Practice of Utilizing the Philosophy, Tools, and Practices of Commercial Marketing for Health and/or Social Programs. Social Marketing Sells a Behavior Change to a Targeted Group of Individuals Accept a New Behavior Reject a Potential Behavior Modify a Current Behavior Abandon an Old Behavior

Examples of Social Marketing

Accept a New Behavior
Take a Folic Acid Supplement (reduce incidence of birth defects) Wear a Life Vest While Boating (reduce drowning events) Replace Lawn with Plants and/or Chip (enhance water supply and quality)

Examples of Social Marketing

Reject a Potential Behavior
Dont Drink Alcohol While Pregnant (reduce incidence of birth defects) Dont Let your Child Swim Alone, or Dont Leave Toddler Alone in Bathtub (reduce drowning events) Dont Use Toxic Fertilizers (enhance water supply and quality)

Examples of Social Marketing

Modify a Current Behavior
Drink > 8 Glasses of Water Daily (reduce incidence of birth defects) Parents Wear Life Vests As a Model (reduce drowning events) Water Deeply, but Slowly to Reach Roots (enhance water supply and quality)

Examples of Social Marketing

Abandon an Old Behavior
If You Smoke, Quit (reduce incidence of birth defects) Dont Use Water Wings As Substitute for Life Vests (reduce drowning events) Dont Water Your Lawn If Its Going to Rain (enhance water supply and quality)

Social Marketing Basics

Core Unit of Marketing is the Exchange
A Transaction:
At Least Two Parties Both Sides Can Deliver the Goods Both Sides Enter into Transaction Voluntarily

Social Marketing Basics

Social Marketing Is Client/Customer/Audience Centered
Its Not Enough to Think You Know Whats Going On in Their Heads -Chances Are, You Dont! They May Not Be Buying What Youre Selling You Need to Find Out!

Social Marketing Basics

Foundations = Commercial Marketing, but Goal Is Not Revenue/Profit Maximization Focus on Enhancing Perceived Benefits and Reducing Perceived Barriers Action Will Only Occur if Perceived Benefits > Perceived Costs Audiences Are Segmented/Targeted Manage the 4 (5) Ps Results are Measured

 Conduct Formative Research to ID Perceived Benefits/Barriers Conduct Root Cause Analysis (Ask Why?) Establish Goals/Objectives for Program Design Appropriate Strategy of Manipulating 4 (5) Ps Deliver Program and Monitor Evaluate the Program

Process of Social Marketing Segment and Target Market

Process of Social Marketing

Define Problem - Based on Analysis, Community Assessment Already Completed
Your example?

Identify Behavior Change/Actions That Could Reduce/Eliminate Problem

Process of Social Marketing

Identify Potential Audience for Marketing Intervention Segment and Target Market
Size Problem Incidence Problem Severity Defenselessness

Process of Social Marketing

Segment and Target Market (contd)
Reachability Incremental Costs Responsiveness Our Capabilities to Assist

Process of Social Marketing

Conduct Formative Research to ID Perceived Benefits/Barriers
Qualitative
Focus Groups Interviews

Quantitative
Surveys

Process of Social Marketing (Ask Conduct Root Cause Analysis

Why?)
Work Backwards Keep Asking Why? Eventually -- It Just Is Somewhere Back Toward the Root Is the Best Point to Target Action

Establish Goals/Objectives for Program

Realistic, but Challenging Objectives Are Measurable (Achieve What, by When?)

Process of Social Marketing

Design Appropriate Strategy of Manipulating 4 (5) Ps
Product (Service) Price Place Promotion Politics

Process of Social Marketing

Product
Benefits of Desired Behavior Behavior Itself Tangible Object or Intangible Service

Process of Social Marketing

Price
Cost Associated with the Behavior Change
Monetary Time Effort Psychological Discomfort etc

Process of Social Marketing

Place
Make it Convenient Be There at the Point of Decision-Making

Process of Social Marketing

Promotion
Message Style (Slice of Life, Fantasy, Humor, Music, Evidence, Fear) Media

Process of Social Marketing

Politics
Partnerships/Alliances Legislative Change

Process of Social Marketing

Deliver Program and Monitor
Cant Set It and Forget It May Need to Modify Along the Way

Evaluate the Program

Assess the Program Relative to Its Original Goals/Objectives Ultimately, the Most Important and Most Difficult Relate to Behavior Change Be Dispassionate Be Aware of the Secular Trend Most Frequently Incremental Change Is All One Can Achieve

Thanks???