Transcript the art of breastfeeding

• Social Marketing
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Social marketing intelligence
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'Social marketing intelligence' is the method
of extrapolating valuable information from
social network interactions and large data
flows that can enable companies for
example: to launch new products and
services into the market place at greater
speed and at significantly lower cost. This is
a very new area of research however,
companies using social marketing
intelligence have achieved drastic
improvement in marketing campaigns.
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Social marketing intelligence
Through social marketing intelligence,
companies can identify the people that are
the most influential within their
communities. These are the most
connecting and connected people within
any given social network. According to
these people, called the alpha users or
hubs, have considerable influence over
the spread of information within their social
network.
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Social marketing
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Consensus Definition of
Social Marketing (4
October 2013)
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Social marketing
Although social marketing is
sometimes seen only as using standard
commercial marketing practices to
achieve non-commercial goals, this is
an oversimplification. The primary aim
of social marketing is social good,
while in commercial marketing the aim
is primarily financial. This does not
mean that commercial marketers can
not contribute to achievement of social
good.
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Social marketing
Increasingly, social marketing is being
described as having two parents—a social
parent, including social science and social
policy approaches, and a marketing
parent, including commercial and public
sector marketing approaches.
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Social marketing - Applications
Journal of Social
Marketing;1:54–72.
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Social marketing - Applications
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Social Marketing and Public
Health Intervention (Portable
Document Format)
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Social marketing - Applications
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among other social needs (See Lefebvre,
R.C. (2013) Social marketing and social
change: Strategies and tools for improving
health, well-being and the environment.
San Francisco: Jossey-Bass.Lefebvre,
R.C. (Ed). Social marketing: Six volume
set. London: SAGE Publications, 2013.).
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Social marketing - Applications
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In 2010, the US national health objectives US
Department of Health and Human Services,
[http://healthypeople.gov/2020/topicsobjective
s2020/objectiveslist.aspx?topicId=18 Health
Communication and Health Information
Technology] included increasing the number
of state health departments that report using
social marketing in health promotion and
disease prevention programs and increasing
the number of schools of public health that
offer courses and workforce development
activities in social marketing.
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Social marketing - Applications
Two other public health applications
include the CDC's CDCynergy training and
software application and SMART (Social
Marketing and Assessment Response
Tool) in the U.S.
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Social marketing - Applications
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In India, AIDS controlling programs
are largely using social marketing
and social workers are largely
working for it
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Social marketing - Applications
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Social Marketing Quarterly,
15(3), 114-127.
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Social marketing - Applications
Other social marketing can be aimed at
products deemed, at least by proponents,
as socially unacceptable. One of the most
notable is People for the Ethical Treatment
of Animals (PETA) which for many years
has waged social marketing campaigns
against the use of natural fur products.
The campaigns' efficacy has been subject
to dispute.
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Social marketing - Applications
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Not all social marketing campaigns
are effective everywhere
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Social marketing - Types
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Social marketing uses the benefits of
doing social good to secure and
maintain customer engagement. In
social marketing the distinguishing
feature is therefore its primary focus
on social good, and it is not a
secondary outcome. Not all public
sector and not-for-profit marketing is
social marketing.
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Social marketing - Types
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It can therefore be
considered social
marketing.
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Social marketing - Types
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As the dividing lines are rarely clear it is
important not to confuse social marketing
with commercial marketing. A commercial
marketer selling a product may only seek
to influence a buyer to make a product
purchase.
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Social marketing - Types
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It is sometimes felt that social marketing is
restricted to a particular spectrum of
client—the non-profit organization, the
health services group, the government
agency.
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Social marketing - Types
These often are the clients of social
marketing agencies, but the goal of
inducing social change is not restricted to
governmental or non-profit charitable
organizations; it may be argued that
corporate public relations efforts such as
funding for the arts are an example of
social marketing.
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Social marketing - Types
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Social marketing should not be confused
with the societal marketing concept which
was a forerunner of sustainable marketing
in integrating issues of corporate social
responsibility|social responsibility into
commercial marketing strategies. In
contrast to that, social marketing uses
commercial marketing theories, tools and
techniques to social issues.
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Social marketing - Types
Social marketing applies a customer
oriented approach and uses the concepts
and tools used by commercial marketers
in pursuit of social goals like anti-smoking
campaigns or fund raising for NGOs.
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Social marketing - Confusion
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Despite protests from the social marketing
communities over the hijacking of the
term, Jupiter stuck with the name
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Social marketing - History
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In it, Wiebe posed a rhetorical question:
Why can’t you sell brotherhood and
rational thinking like you can sell
soap?” He then went on to discuss
what he saw as the challenges of
attempting to sell a social good as if it
were a commodity, thus identifying
social marketing (though he did not
label it as such) as a discipline unique
from commodity marketing
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Social marketing - History
Foreign Affairs in The Netherlands, UK
Department for International Development,
US Agency for International Development,
World Health Organization and the World
Bank began sponsoring social marketing
interventions to improve family planning
and achieve other social goals in Africa,
Sri Lanka, and elsewhere.
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Social marketing - History
They conclude that social marketing
appears to represent a bridging
mechanism which links the behavior
scientist's knowledge of human behavior
with the socially useful implementation of
what that knowledge allows.
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Social marketing - History
Craig Lefebvre and June Flora introduced
social marketing to the public health
community in 1988, where it has been most
widely used and explored. They noted that
there was a need for large scale, broadbased, behavior change focused programs to
improve public health (the community wide
prevention of cardiovascular diseases in their
respective projects) and outlined eight
essential components of social marketing that
still hold today:
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Social marketing - History
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(ISBN 0-7619-2434-5) In 2005, University
of Stirling was the first university to
open a dedicated research institute to
Social
Marketing,http://www.ism.stir.ac.uk/
while in 2007, Middlesex University
became the first university to offer a
specialized postgraduate programme in
Health Social Marketing.Source:
http://www.mdx.ac.uk/courses/postgrad
uate/marketing/health_soc_marketing_
ma.aspx
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Social marketing - History
In recent years there has been an
important development to distinguish
between strategic social marketing and
operational social marketing.
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Social marketing - History
However, there has been increasing
efforts to ensure social marketing goes
upstream and is used much more
strategically to inform policy
formulation and strategy development
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Social marketing - History
Social marketing and social change:
Strategies and tools for improving health,
well-being and the environment
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Social marketing - History
Lee, Clinton Weeks and Maria Kaya
(2013), [http://www.basmartin.com/wpcontent/uploads/2013/01/Martin-et-al.2013.pdf How to stop binge drinking and
speeding motorists: Effects of relationalinterdependent self-construable and selfreferencing on attitudes toward social
marketing ], Journal of Consumer
Behavior, 12, 81-90.
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Societal marketing - Societal Marketing and Social Marketing
Social marketing applies a “customer
orientated” approach and uses the
concepts and tools used by commercial
marketers in pursuit of social goals like
Anti-Smoking-Campaigns or fund raising
for NGOs.
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Societal marketing - Societal Marketing and Social Marketing
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Another characteristic of Social
marketing is, that is planned to
influence individuals' behavior to
improve their well-being
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Societal marketing - Societal Marketing and Social Marketing
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A clear example that differentiates Societal
from Social Marketing is a marketing
campaign on non-smoking. A focusing
smoking cessation advertisement is an
example of social marketing, but if the
marketing strategies and techniques used
in that campaign focus on increasing the
well-being of society, that same campaign
can be an example of societal marketing.
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Construals - Self-construal and social marketing
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Lee, Clinton Weeks and Maria Kaya
(2013),
[http://www.basmartin.com/wpcontent/uploads/2013/01/Martin-etal.-2013.pdf How to stop binge
drinking and speeding motorists:
Effects of relational-interdependent
self-construal and self-referencing on
attitudes toward social marketing ],
Journal of Consumer Behaviour, 12,
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Breastfeeding promotion - Social marketing and media
Social marketing has been shown to
have an impact on women's decision
to breastfeed their children. One study
found that in years when Parents
magazine ran formula advertisements
at a higher frequency, the proportion
of women who breastfed often
decreased in the following year.
Conversely, women who are exposed
to marketing that promotes
breastfeeding are likely to breastfeed
at higher rates.
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