Social Marketing 101

1. Social Marketing 101

2. Social Marketing • Uses commercial marketing techniques to contribute to • Individual well being • Good of society

3. Consumer/Product Marketing Social/Issue Marketing Marketing Acquire, Consume, Maintain Product Use Abandon, Replace, Sustain Positive Behavior

4. Commercial vs. Social Marketing

5. Understanding social marketing: Differences from commercial marketing • Often negative demand • Sensitive issues • Invisible benefits • Benefits to 3rd parties • Politics

6. Differences between social and commercial marketing • Public scrutiny • Multiple publics • Limited budgets • Huge expectations • Strategy restrictions • Culture conflict

7. Mammography Rates NCI Guidelines Percentage of women 50+ who have had a mammogramSource: Institute of Medicine

8. 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 Creating Social Change

9. Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine

10. Behavior Change Paradigm Trial Behavior Sustained Behavior Knowledge (Concern) Relevancy (Attitude) Readiness Awareness

11. Social Marketingis Research- Based and Customer-Focused

12. Social Marketing 101: • Social Marketing Principles • Social Marketing Communication Model

13. 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?

14. 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

15. 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

16. Barriers to Action • Impossible • Too complex • Require too much time • Lack priority • Forgotten Principles

17. Getting Action • Make the impossible possible • Availability, access & reduce $$ cost • Make the complex simple • Minimize the time inconvenience • Increase the urgency • Abolish forgetting Principles

18. Maintaining Action • Sources of Disappointment • Unsatisfactory positive consequences • Excessive negative consequences • Important people provide negative feedback • Behavioral control was less than expected • System • Consumer Principles

19. Maintaining Action—What can we do? • Control expectations • Make hidden benefits visible • Improve the system • Enlist the support of significant others • Redouble skills training Principles

20. 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

21. It is all about the consumer http://bringtheloveback.com/

22. Social Marketing Program Must be benefit-focused…

23. 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

24. Social Marketing 101: • Social Marketing Principles • Social Marketing Communication Model

25. Information Dissemination Model Target Audience Organization Information Disseminate information and they come? INFORMATION DISSEMINATION BY ITSELF DOES NOT WORK! SM Communication

26. Social Marketing Communication Model • Organizational • Reality: • Policy • Regulations • Requirements • Needs Core Message Strategy: What is the action? What is the promise? What is the support? Message Execution & Dissemination: What is image? What are the openings? Desired Action • Consumer Reality • Who is the target? • Attitudes • Feelings • Values • Needs • Desires • Behavior • Belief Evaluation SM Communication

27. Six Strategic Questions Answered Through Research • Who is the target audience? • What is the action that we would like our target audience to take as a result of our communication? • What are rewards/benefits can we offer the target audience? • How can we support our claim? • When are consumers open to receive our messages? • What is the current and desired image of the behavior? SM Communication

28. Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET

29. 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

30. “ 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

31. 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 Isn’t our target all people? SM Communication

32. 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 above-average 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.

33. 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)

34. 2. ACTION

35. What Are They Doing Now? Competitive Actions • What is their current behavior? • Why are they doing this? • What do get out of it?

36. For Example • Call to enroll in your program • Contribute to your organization • Sign up to be a volunteer • Share medical history with relatives

37. Action

38. Action

39. 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

40. Physical Activity Example Obstacles “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.”

41. 3. REWARD

42. 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

43. Warning: You are not the target audience… It’s consumerwants… 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

45. Attributes vs. Benefits

46. Connect To Values http://www.youtube.com/watch?v=c4xmFcrJexk&feature=related http://www.thetruth.com/videos/

47. 4. SUPPORT Why should they believe us?

48. 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

49. 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

50. Support