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The Fundamentals of Social Marketing

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The Fundamentals of Social Marketing Kelly Carey, Senior Vice President, GMMB Alison Betty Volz, Vice President, GMMB What is Social Marketing? Social marketing ... – PowerPoint PPT presentation

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Title: The Fundamentals of Social Marketing


1
The Fundamentals ofSocial Marketing
  • Kelly Carey, Senior Vice President, GMMB
  • Alison Betty Volz, Vice President, GMMB

2
  • What is Social Marketing?

3
  • Social marketing seeks to influence social
    behaviors not to benefit the marketer, but to
    benefit the target audience and the general
    society
  • - Philip Kotler and Gerald Zaltman

4
Regular v. Social Marketing
  • Needs and Wants of Consumer
  • v.
  • Product Promotion

5
Marketings Four Ps
  • Product
  • What, in terms of behavior, beliefs, information
    or services, is the audience being asked to
    accept?
  • Price
  • What is the financial, social, material,
    physical, and/or psychological cost?
  • Place
  • How will it be made available?
  • Promotion
  • How will the target audience learn about it?

6
Social Marketings Four Ps
  • Publics
  • Working with the external and internal groups
    involved in the program
  • Partnership
  • Teaming up with other organizations that can help
    you reach your goal
  • Policy
  • Developing an environment that supports change
  • Purse strings
  • Finding the right funding source

7
  • Social marketing is changing attitudes and
    behaviors through targeted communications
    campaigns.

8
The Stages of Change
  • Create awareness and interest
  • Change attitudes and conditions
  • Motivate people to want to change their behavior
  • Empower people to act
  • Prevent backsliding

9
Components of Social Marketing
  • Research
  • Target audience identification/ prioritization
  • Message development/testing
  • Earned media
  • Paid media
  • Grassroots
  • Coalition building, partnerships with
    organizations and corporations
  • Evaluation and tracking

10
Benchmark research
Message development
Evaluation and adjustments
THE ROLE OF RESEARCH
Define audiences
Analysis of effectiveness
11
Types of Research
  • Issue Data
  • Public opinion surveys
  • State by state comparisons
  • Partnership with university or research
    institute
  • Campaign data
  • Focus groups
  • Public opinion surveys
  • Pre- and post-testing

12
Identify Your Target Audiences
  • Primary audience
  • Whose behavior are we trying to change?
  • Secondary audience
  • What other audiences directly influence our
    primary audience?
  • Tertiary audience
  • How can we reach others so that our communities
    understand and support the need for change?
  • Prioritize core audiences
  • Start first with easiest group to change.

13
Message Development
  • Talk with those who do not know the issue
  • If we dont get it, they wont get it.
  • Research-based
  • Tested
  • Consistency/branding
  • Organizational positioning

14
Earned Media
  • Media events
  • Press advisory, press releases, templates
  • Release compelling data
  • Pitching stories
  • Op-eds, editorials
  • Media partnerships

15
Paid Media
  • Advertising
  • TV, radio, print, internet, outdoor
  • Public service announcements (PSAs)
  • Placements in partner publications
  • Co-branded efforts

16
Grassroots Activities
  • Coalition building
  • Organizational partnerships
  • Corporate partnerships
  • Targeted outreach to influencers
  • Government officials
  • Celebrities

17
Partnerships
  • Adds credibility
  • Increases outreach abilities
  • Positions campaign among influencers
  • Organizations
  • Corporations
  • Government
  • Others

18
Evaluation Tracking
  • Quantitative
  • Surveys
  • Phone, mail, internet
  • Media tracking
  • Qualitative
  • Pre- and post-test focus groups
  • Feedback forms

19
The Top 10Lessons Learned
  • Real, lasting change takes time years or more.
  • Change is incremental. Success is not permanent.
  • A multi-pronged strategy is needed.
  • It takes collaboration. Partnerships are
    surprisingly effective.
  • You dont have to change everyone. Stay focused
    on target audiences.

20

The Top 10Lessons Learned (contd)
  • Research is essential. Change does not occur
    because it is right.
  • Flexibility and a willingness to adapt the
    campaign is necessary to stay on track.
  • Advertising works. PSAs work sometimes.
  • Evaluation and tracking are paramount.
  • Again, it takes time.

21
Should I Begin a Social Marketing Program?
  • External questions
  • What is the goal?
  • Is there a need?
  • Who are the target audiences?
  • Is anyone doing it already?
  • Internal questions
  • Are all necessary stakeholders committed to the
    project?
  • Are resources available maintain the effort?
  • How does this affect the organizations position
    among its networks and in the community?

22
  • Q A
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