Transcript Social Marketing

Social Marketing 101
Social Marketing
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Uses commercial marketing techniques to
contribute to
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Individual well being
Good of society
Marketing
Consumer/Product
Marketing
Social/Issue
Marketing
Acquire, Consume,
Maintain Product Use
Abandon, Replace,
Sustain Positive
Behavior
Commercial vs. Social
Marketing
Understanding social
marketing: Differences from
commercial marketing
• Often negative
demand
• Sensitive issues
• Invisible benefits
• Benefits to 3rd parties
• Politics
Differences between social and
commercial marketing
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Public scrutiny
Multiple publics
Limited budgets
Huge expectations
Strategy restrictions
Culture conflict
Mammography Rates
70.0%
NCI
Guidelines
60.0%
50.0%
40.0%
White, Non-Hispanic
Black, Non-Hispanic
Hispanic
30.0%
20.0%
10.0%
0.0%
1987
1989
Percentage of women 50+ who have had a mammogram
Source: Institute of Medicine
Creating
Social
Change
•NCI screening guidelines
•Standards for mammography machines
•Regulatory changes for self-referral
•Malpractice for failure to diagnose
•Social Marketing Campaign
•Partnerships/TV shows
•Revlon
•Avon
•NBC/Univision
•NBA
•YWCA
•Media Relations
•White House Summits
•Insurance coverage – private & Medicare
•Breast Cancer Awareness Month
•Race for the Cure
•GE Corporate Advertising
Mammography Rates
70.0%
60.0%
50.0%
40.0%
White, Non-Hispanic
Black, Non-Hispanic
Hispanic
30.0%
20.0%
10.0%
0.0%
1987
1990
1991
1993
Percentage of women 50+ who have had a mammogram
Source: Institute of Medicine
Behavior Change Paradigm
Awareness
Knowledge
(Concern)
Relevancy
(Attitude)
Readiness
Trial
Behavior
Sustained
Behavior
Social Marketing is Research- Based
and Customer-Focused
Social Marketing 101:
• Social Marketing Principles
• Social Marketing Communication Model
Core Principles
• Information dissemination does not translate
into behavior change
• Make a very specific “ask.”
• It is all about the consumer
• What’s in it for me?
The bottom line is the influence of behavior
• Social Marketing advocates four types of
actions:
– One-time actions
• Donating an organ
– Repeated but finite actions
• Getting a child immunized or going to drug rehab
Principles
The bottom line is the influence of behavior
• Social Marketing advocates four types of
actions:
– Permanent life style changes
• Recycling or quitting smoking
– Situational actions
• Using a designated driver
Principles
Barriers to Action
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Impossible
Too complex
Require too much time
Lack priority
Forgotten
Principles
Getting Action
• Make the impossible possible
– Availability, access & reduce $$ cost
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Make the complex simple
Minimize the time inconvenience
Increase the urgency
Abolish forgetting
Principles
Maintaining Action
• Sources of Disappointment
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Unsatisfactory positive consequences
Excessive negative consequences
Important people provide negative feedback
Behavioral control was less than expected
• System
• Consumer
Principles
Maintaining Action—What can we
do?
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Control expectations
Make hidden benefits visible
Improve the system
Enlist the support of significant others
Redouble skills training
Principles
Customer-Driven
• Always listen to your customers
• Have to see the world through their eyes
• Must understand and know their needs and
wants NOT your own
• Listen through consumer research:
- Focus groups
- In-depths
- Surveys
Principles
It is all about the consumer
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
http://bringtheloveback.com/
Social Marketing Program Must
be benefit-focused…
Rewards/Benefits
• Intrinsic
– Self persuasion—“I am doing the right thing”
• Extrinsic
– Work but must be used carefully—they wear
out
– Ethical dilemma—doing it for the wrong reason
Principles
Social Marketing 101:
• Social Marketing Principles
• Social Marketing Communication Model
Information Dissemination
Model
Organization
Information
Target Audience
Disseminate information and they come?
INFORMATION DISSEMINATION BY ITSELF DOES
NOT WORK!
SM Communication
Organizational
Reality:
•Policy
•Regulations
•Requirements
•Needs
Consumer Reality
Who is the target?
•Attitudes
•Feelings
•Values
•Needs
•Desires
•Behavior
•Belief
Social Marketing
Communication Model
Core Message
Strategy:
What is the action?
What is the promise?
What is the support?
Message Execution &
Dissemination:
Desired
Action
What is image?
What are the
openings?
Evaluation
SM Communication
Six Strategic Questions Answered
Through Research
1. Who is the target audience?
2. What is the action that we would like our target
audience to take as a result of our
communication?
3. What are rewards/benefits can we offer the
target audience?
4. How can we support our claim?
5. When are consumers open to receive our
messages?
6. What is the current and desired image of the
behavior?
SM Communication
1. THE TARGET
Who is the target and
what is their reality?
What are they like as
“individuals”?
Target
• Who is the target and what are they like?
– Target audience should be as specific as possible
– A vivid picture of “individual”—not a set of demographics
– Develop a “composite portrait”:
• How does this person look like?
• What is his/her lifestyle?
• How does he/she spend leisure time?
SM Communication
“ It gives me something to get up for
each day…I have something to do. [It]
makes me feel good about myself and a
part of things, like I belong. It gives
me something fun to do with my
friends and spend my time on…”
17 year old boy
Isn’t our target all people?
• Response: No
• You can’t be everything to
every person
• You already target
segments of people
• The choice is to target:
– Consciously or
– By default
SM Communication
Kid Country, USA
Widely scattered throughout the nation’s heartland, Kid
Country, USA is a segment dominated by large families
living in small towns. Predominantly white, with an aboveaverage concentration of Hispanics, these young, these
working-class households include homeowners, renters and
military personnel living in base housing; about 20 percent
of residents own mobile homes.
Shotguns & Pickups
The segment known as Shotguns & Pickups came by its
moniker honestly: it scores near the top of all lifestyles
for owning hunting rifles and pickup trucks. These
Americans tend to be young, working-class couples with
large families—more than half have two or more kids—
living in small homes and manufactured housing. Nearly
a third of residents live in mobile homes, more than
anywhere else in the nation.
Where is our audience?
Greenville, MS
Four Ready to Learn Segments in Greenville (N=1396; 14% of Greenville’s
population; each dot represents 10 RTL households)
2. ACTION
What Are They Doing Now?
Competitive Actions
• What is their current behavior?
• Why are they doing this?
• What do get out of it?
For Example
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Call to enroll in your program
Contribute to your organization
Sign up to be a volunteer
Share medical history with relatives
Action
Action
What Gets in the Way of Being
More Active?
• Because physical activity is not
expected to be fun, a variety of
obstacles come up as excuses
– Other responsibilities or priorities
– Boredom, difficulty, or hassle of
exercise
– Social discomfort (embarrassment
working out with younger or more fit)
– Reluctance to make “new time” (hard
to get up earlier or stay up later)
– Weather and safety
– Tendency to slow down as you get
older
Physical Activity Example
Obstacles
Physical Activity Example
“If you’ve got an important deadline, it’s so easy
just to stay at the office and work through until
you’re done.”
“Going down in the basement and getting on that
treadmill is no fun. It’s especially hard to get
out of a warm bed on a cold morning to do
this.”
“Sometimes it bothers me when other people are
around. Sometimes I just won’t – if they have
their cute suits on and their husbands. I just
don’t want to go.”
“It’s very easy to move straight from the dinner
table to the comfortable chair and fall prey to
the television until it’s time for bed.”
“I have to do something before I get home from
work. If I go home, it’s all over.”
3. REWARD
Rewards/Benefits
• What reward should the message promise
the individual?
– Subjective/personal
– Reward is in the immediate present NOT in the
future (e.g., smoking)
SM Communication
Warning:
You are not the target audience…
It’s consumer wants… not our perception
of their needs
• If I adopt a child instead of being childless I
will do something good for the society
• NO!!!!
SM Communication
Attributes vs. Benefits
Connect To Values
http://www.youtube.com/watch?v=c4xmFcrJexk&feature=related
http://www.thetruth.com/videos/
4. SUPPORT
Why should they believe us?
Support
• What makes our reward believable?
• What makes the action feasible?
• Support comes from:
– Scientific facts/data
– Personal stories (testimonials, people like me are doing
it)
– How we communicate our message
– Perceived social norms
Determine which of these will be most
credible to your audience
Make sure that support is
relevant to the reward
Eating more fruits and vegetables . .
• Decreasing risk of heart disease vs. helping you
maintain a healthy weight
Not smoking for teenagers . . .
• Decreases risk of lung cancer vs. making you more
attractive/making you more of an individual
Support
Support
5. OPENINGS
Openings
Openings are not about how we get our
message Out.
Openings are about how our audience takes
our message In.
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Good Openings For
Reaching Your Audience
Times, places, situations, states of mind when
they are:
• Ready to hear your message
• Looking for your benefits
• In a position to act
6. IMAGE
Image
• Every action/organization has an image
• Image is conveyed through tone,
personality, emotions, and signals
• Image says, “They are talking to me”
• There is a need to understand an
organization/product’s current image as well
as its desired image
SM Communication
An Effective Image:
• Is appealing and relevant
• Is original and distinctive
• Tells the audience,
“I’m speaking to you”
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Are They Talking To Me?
Courtesy of:
UAB Center for
Palliative Care