Transcript Social Marketing: Delivering change for the better

Social Marketing: Delivering change for
the better
Presented by Professor
@SMGriffith1 | Follow us on Twitter
Sharyn Rundle-Thiele
Education
@SMGriffith1 | Follow us on Twitter
Effectiveness of education?
A meta-analysis assessing 48 studies conducted by Snyder et al.
(2004) concludes education campaigns have tangible effects
changing behaviour of 8% of the population in the anticipated
direction
@SMGriffith1 | Follow us on Twitter
So where are the other 92%?
@SMGriffith1 | Follow us on Twitter
Law
@SMGriffith1 | Follow us on Twitter
@SMGriffith1 | Follow us on Twitter
@SMGriffith1 | Follow us on Twitter
@SMGriffith1 | Follow us on Twitter
Show me, help me, make me
Credit to Nancy Lee
@SMGriffith1 | Follow us on Twitter
The behaviour change trinity
Social
Marketing
Education
Law
Behaviour change?
@SMGriffith1 | Follow us on Twitter
MARKETING IS EFFECTIVE
@SMGriffith1 | Follow us on Twitter
Commercial Marketing
 Marketing is often criticized for promoting needless consumption
 Have you or your partner ever bought:
▪
▪
▪
▪
Something you didn’t need?
Shoes you wore once?
Golf club that would make you hit better?
Latest mobile phone?
@SMGriffith1 | Follow us on Twitter
Let’s take a look at the effectiveness of marketing
@SMGriffith1 | Follow us on Twitter
SOCIAL MARKETING
@SMGriffith1 | Follow us on Twitter
TIME TO GET SOCIAL
@SMGriffith1 | Follow us on Twitter
Social marketing benchmark criteria
 Is strategic
 Focuses on behaviour
 Theory
 Consumer focused
 Creates value (exchange)
 Uses segmentation
 Looks at the competition
 Applies marketing tools
Access PDF here:
http://thensmc.com/sites/default/files/benchmarkcriteria-090910.pdf
@SMGriffith1 | Follow us on Twitter
EXCHANGE
@SMGriffith1 | Follow us on Twitter
Imagine a world where coke only communicates
@SMGriffith1 | Follow us on Twitter
And they had nothing to sell
@SMGriffith1 | Follow us on Twitter
But that is not how they play the game
@SMGriffith1 | Follow us on Twitter
Coke is available everywhere
@SMGriffith1 | Follow us on Twitter
1) Understand
The commercial value exchange
Commercial marketer
▪ Profit
▪ ROI
▪ Sales
@SMGriffith1 | Follow us on Twitter
Customer gains
▪
▪
▪
▪
Taste
Convenience
Cold
Refreshing
More benchmark criteria = more effectiveness
@SMGriffith1 | Follow us on Twitter
Social marketing’s effectiveness
Subset
Number of
studies
SMBC Used
Positive change
(not always
behaviour)
Studies utilising a
marketing mix
16
5
100%
Communications
only campaigns
18
3
67%
@SMGriffith1 | Follow us on Twitter
More scorecards are available
@SMGriffith1 | Follow us on Twitter
CASE 1: SAY YEAH NAH
@SMGriffith1 | Follow us on Twitter
Say Yeah Nah (NZ)
•
•
•
Peer pressure contributes to binge
drinking
Social permission needed to say no
to alcohol
Gives a verbal shorthand people can
use to refuse a drink or say no to
another drink
@SMGriffith1 | Follow us on Twitter
Integrated Marketing
Campaign launched in
2013
Say Yeah Nah (NZ)
@SMGriffith1 | Follow us on Twitter
Say Yeah Nah (NZ)
•
AdMedia ad of the month
•
24% increase in calls to alcohol help lines
•
25% of high risk drinkers and 30% of
medium risk drinkers said the campaign
had helped or encouraged them to start
drinking less – an increase of 18% and 5%
respectively from 2013.
@SMGriffith1 | Follow us on Twitter
IMC campaign : Posters, TV and billboards
Cost $NZ 1.2 million
Campaign extended to offer branded water
CASE 2: GIVE ME 5
@SMGriffith1 | Follow us on Twitter
Give me 5
@SMGriffith1 | Follow us on Twitter
Give me 5 - outcomes
 Average 100 minutes of
exercise per week
 Paid $25.00
 39% participation in 25
sessions
 43% would sign on for a
second program
@SMGriffith1 | Follow us on Twitter
A typical education approach: inform
@SMGriffith1 | Follow us on Twitter
A typical commercial marketing approach
@SMGriffith1 | Follow us on Twitter
Social Marketing4Change.com
Free Online Course
@SMGriffith1 | Follow us on Twitter
Professor Sharyn Rundle-Thiele
 Griffith Business School
 Department of Marketing
Business 1 (N63), Room 1.16B
Nathan campus, Griffith University,
170 Kessels Road, Nathan QLD 4111, Australia
Phone: +61 7 3735 6446
Fax: +61 7 3735 7126
Email: [email protected]
 Griffith Business School seeks to excel as a provider of high quality, cross-disciplinary and
internationally relevant business and public policy education and research, emphasising the
relationship between business and society in promoting sustainable enterprises and
communities.
@SMGriffith1 | Follow us on Twitter