Transcript Introduction to Social Marketing

Introduction to Social Marketing
What It Is,
Why It Matters,
Simple Techniques
Scott Stafford
The Baldwin Group
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What is Social Marketing?
One definition:
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Purpose: change behavior
Focus on target audiences
Help those most at-risk and/or in-need
Borrows best practices from consumer marketing
Incorporates 4 Ps of Marketing
4 Ps of Marketing
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Product
Price
Place
Promotion
action/service
$, time, image
where it’s available
how it is made visible
Steps in Social Marketing
1. Audience listening
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Barriers & Bridges
“Competition”
Segmentation & prioritization
2. Planning
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Actions??
Objectives
3. Pre-test
4. Implement
5. Evaluate
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Steps in Social Marketing
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1. Audience listening
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Barriers & Bridges
“Competition”
Segmentation & prioritization
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2. Planning
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Actions??
Objectives
3. Pre-test
4. Implement
5. Evaluate
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Planning
• Actions?
 What is the target audience being asked to do?
• Objectives?
 Change X audience by Y amount by Z date
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Stages of Behavior Change
• Pre-contemplation:
 Unaware
 “does not matter to me”
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Contemplation—“matters to me” research
Trial—experiment with solution(s)
Maintenance—routine activity
Advocacy—help others “make the change”
Social Marketing vs.
Commercial Marketing
• Takes longer to change behavior
• Requires different/additional measures of
success
• Typically has far fewer resources relative to
“competition”
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Social Marketing vs.
Traditional Outreach
• Audience first
 Based on research, addresses wants/needs
compared to instructing behaviors
• Goes beyond strictly information
distribution such as PSAs
 Partnerships
 Public relations
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Why Social Marketing Matters
• Brings the audience that needs to take action into
the process
 Audience-centric=audience driven=audience relevant
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Gets attention
Is understandable
Is memorable
Incites action
• Enables efficient and meaningful prioritizations
 “low-hanging fruit”
 “early adopters”
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Some Simple
Social Marketing Techniques
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Talk to the potential target audience(s)
Assess Stages of Change for each audience
Determine desired audience action
Set reasonable objectives
Develop partnerships wherever possible
Pursue “low hanging fruit”
Work with early adopters,build momentum
Pilot, review, adjust