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Social Marketing

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The process for creating, communicating and delivering benefits that a target audience wants in exchange for audience behavior that benefits society without financial profit to the marketer.

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What is the focus on?

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Behaviors

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What do you want to do to behaviors?

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1. Accept a new behavior 2. Reject a potentially undesirable behavior 3. Modify a current behavior 4. Abandon an old undesirable behavior

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Who is the primary beneficiary of social marketing?

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Society

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What are the differences in social and commercial sector marketing?

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Commercial: 1. Sells goods and services 2. Financial gain 3. Segmented for greatest profit Social: 1. Sells a desired behavior 2. Social gain 3. Segmented based upon prevalence of the problem, reachability and readiness for change

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Who is the competition?

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Commercial: other organizations offering similar goods and services. Social: the current or preferred behavior of the target market and the perceived benefits associated with that behavior.

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What are the similarities in social and commercial sector marketing?

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1. Customer orientation is critical 2. Exchange theory is fundamental (cost and benefit) 3. Marketing research is used throughout 4. Audiences are segmented 5. All 4 P's are considered 6. Results are measured and used for improvement

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Audience Orientation

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Focus is on a bottom up approach that the audience can make their own decisions

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Behavior Focus

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Observable action or lack of action. Social marketing focuses on benefit for society. The ultimate goal is to change behavior, not to build awareness or behavioral intentions.

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Consideration of Upstream and Midstream Target Audiences

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Impact on those downstream occurs by focusing those upstream (policies), those in the midstream (friends, family) can impact those in the lower stream.

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Production Concept

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Consumers will prefer products that are widely available and inexpensive.

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Product Concept

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Consumers will favor those products that offer the most quality, performance or innovative features.

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Selling Concept

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Consumers and businesses will probably not buy enough of the organization's products to meet goals if left alone, and as a result the organization must undertake an aggressive selling effort.

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Marketing Concept

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"Sense and respond" orientation. To know the customer well enough that the product or service fits them and sells itself.

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Holistic Marketing Concept

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21st century approach, recognizing the need to have a more complete, cohesive philosophy that goes beyond traditional application of the marketing concept, relationship marketing, IMC and internal marketing.

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Marketing does the marketing --->

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Everyone does the marketing

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Organizing by product units --->

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Organizing by product segments

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Building brands through advertising --->

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Building brands through performance and integrated communications

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Focusing on profitable transaction --->

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Focusing on customer lifetime value

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Being local --->

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Being Glocal

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15 Principals for Success

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1. Take advantage of prior and existing successful campaigns. 2. Start with target markets most ready for action 3. Promote single, simple, doable behaviors once at a time 4. Identify and remove barriers to behavior change 5. Bring real benefits to the present 6. Highlight costs of competing behavior 7. Promote a tangible good/service to help target audiences perform the behavior 8. Nonmonetary incentives 9. Make access easy 10. Have a little fun with messages 11. Use media channels at the point of decision making 12. Try for popular/entertainment media 13. Get commitments and pledges 14. Use prompts for sustainability 15. Track results and make adjustments

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Exploratory Research

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Conducted at the beginning of the process to define the problem.

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Descriptive Research

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Describe factors such as the market potential for a product or the demographics and attitudes of potential target audiences.

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Casual Research

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To test hypotheses about cause and effect relationships.

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Formative Research

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Research used to help form strategies, especially to select and understand target audiences.

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Pretest Research

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Conducted to create a short list of alternative strategies and tactics to ensure the potential executions have no major deficiencies and fine-tune possible approaches so that they speak to your target audiences in the most effective way.

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Monitoring Research

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Provides ongoing measurement of program outputs and outcomes, often used to establish baselines and subsequent benchmarks relative to goals. This research lets you know whether you should be making corrections midstream.

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Evaluation Research

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A single final assessment of a project or program.

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Secondary Research

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Information that already exists somewhere, having been collected for another purpose at an earlier point in time. It is always worth a first look.

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Primary Research

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Information collected for the specific purpose at hand, for the first time. What you do once you have exhausted your secondary data sources.

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Key Informant

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Interviewed are conducted with decision makers, community leaders, technical experts, and others who can provide valuable insight regarding target markets, competitors and potential strategies.

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Focus Groups

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Thought of as a group interview including 8-10 people. The group sits around a table for a few hours and discusses a specific topic that is led by a moderator.

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Surveys

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A variety of contact methods: mail, online, telephone, live Internet, intercept and self-administered. Findings are usually quantitative in nature.

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Experimental Research

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Research used to capture cause and effect relationships.

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Observational Research

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Observing relevant people, actions and situations.

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Ethnographic

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To truly understand target markets, the researcher will need extensive immersion in their natural environment.

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Mystery Shoppers

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They pose as customers and report on strong or weak point experiences in the buying process.

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Quantitative Research

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Research that is conducted in order to reliably profile markets, predict cause and effect and projects findings.

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Steps for Analyzing Data

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1) Examine the frequency distribution of each variable. 2) Compare the mean scores for each variable. 3) Categorize the four variables into weak, moderate, and strong beliefs. 4) Strengthen target beliefs by examining the psychological, social, cultural and structural bases of these beliefs.

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Steps in Developing a Research Plan: #1

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1) Purpose: What decisions will this research help inform? What questions do you have that you need this research to help answer?

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Steps in Developing a Research Plan: #2

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2) Informational Objectives: What specific information do you need to make this decision and/or answer these questions?

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Steps in Developing a Research Plan: #3

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3) Audience: Whom do you need information from? Whose opinions matter?

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Steps in Developing a Research Plan: #4

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4) Technique: What is the most efficient and effective way to gather this information?

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Steps in Developing a Research Plan: #5

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5) Sample Size, Source & Selection: How many respondents? Where will you get their names? How do you select your sample?

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Steps in Developing a Research Plan: #6

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6) Pretest and Fielding: Who will pretest the survey instrument, conduct the research and where?

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Steps in Developing a Research Plan: #7

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7) Analysis: How will the data be analyzed and by whom, to meet the planners' needs?

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Steps in Developing a Research Plan: #8

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8) Report: What information should be included in the report and what format should be used for reporting?

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Research that Won't Break the Bank

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1) Use available data 2) Conduct systematic observations 3) Low-cost experimentation 4) Quota sampling 5) Shared cost studies 6) Ask professors and students

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Describing the Plan: Background

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What is the social issue that you will be addressing? What led your organization to take on this plan? What is the problem? How bad is it? What is contributing to the problem?

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Describing the Plan: Purpose

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The ultimate impact (benefit) that will be realized if your target audience performs the desired behaviors at the intended levels.

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Difference Between a Purpose and a Goal

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-Goals establish a desired level of behavioral change as a result of program efforts. -Purpose is to inspire support for the plan.

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Describing the Plan: Focus

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Selected to narrow the scope of the plan, choosing from the number of potential options to contribute to what the plan's purpose will address.

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Behavior Change Potential

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Is there a clear behavior that can be promoted to address the issue?

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Market Supply

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Is the issue already being addressed adequately in this way by other organizations and campaigns?

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Organizational Match

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Is this a good match for the sponsoring organizations? Does it have the staff expertise to develop and manage the effort?

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Funding Sources

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Which approach has the greatest funding potential?

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Impact

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What approach has the greatest potential to contribute to the social issue?

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Conducting a Situation Analysis

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Conduct a quick audit of internal and external factors that are anticipated to have some impact on or relevance for subsequent planning decisions.

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Microenvironment

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Internal factors that are related to the organization sponsoring or managing the social marketing effort.

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Resources

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Funding? Staff? Expertise?

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Service Delivery/Capabilities

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Distribution channels? Any concerns with the quality of this service delivery?

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Management Support

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Is there support?

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Issue Priority

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Is your issue a priority?

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Internal Publics

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Who is likely to support your effort? Are there groups that will need to buy in?

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Current Alliances and Partners

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What alliances and partners exist that could provide funding, expertise, etc?

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Past Performance

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How is the organization's reputation? Have they had success with past projects?

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Strengths

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List your strengths based upon the previous list and maximize the areas that are strengths.

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Weaknesses

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Factors that don't look so positive. How are the resources? What is the likelihood that your project will be considered a priority?

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Macroenvironment

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External factors

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Cultural Forces

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Trends and happenings related to values, lifestyles, preferences and behaviors often influenced by factors such as advertising, entertainment, media, consumer goods, corporate policies, fashion, religious movements, health concerns, environment concerns and racial issues.

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Technological Forces

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Introduction or potential introduction of new technologies and products that may support or hinder your effort.

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Demographic Forces

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Trends and changes in population characteristics, including age, ethnicity, household composition, employment status, occupation, income and education.

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Natural Forces

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Forces of nature including ones such as famine, fires, drought, hurricanes, energy supply, endangered species and floods.

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Economic Forces

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Trends affecting buying power, spending, and perceptions of economic well-being.

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Political/Legal Forces

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Potential laws and actions of governmental agencies that could affect campaign efforts or your target audience.

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External/Publics Forces

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Groups outside the organization other than current partners and alliances that could have some impact on your efforts (good or bad) and/or your target audience, including new potential partners.

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Opportunities

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Discover opportunities that you can take advantage of and build into your plan.

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Threats

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Consider threats to your project.

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Review Past or Similar Efforts

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Don't be afraid to borrow plans from other campaigns that have worked.

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Ethical Considerations

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-When you develop a plan, are you encouraging behavior that participants might not have considered? -What about those who haven't been selected as the "low-hanging fruit?" Who will target them?

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Selecting Target Markets: #1

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Segment the Market: The groups you come up with should have something in common--needs, wants, motivations, behaviors, values, lifestyles...

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Selecting Target Markets: #2

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Evaluate Segments: Planners should know more about each of the segments--size, ability to reach these people, how receptive they will be to the message...

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Selecting Target Markets: #3

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Chose One or More Segments: Select groups and develop a unique profile of the group. It is necessary that you have a different strategy for each.

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What are you striving for with the targeted segments?

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1) Increased Effectiveness 2) Increased Efficiencies 3) Input for Resource Allocation 4) Input for Developing Strategies

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Variables Used to Segment Markets

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1) Demographic 2) Geographic 3) Psychographic 4) Behavior Segmentation

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Behavior Segmentation

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Divides the market on the basis of knowledge, attitude and behaviors relative to the product being sold.

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Stages of Change Model

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1) Precontemplation 2) Contemplation 3) Preparation 4) Action 5) Maintenance 6) Termination

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Precontemplation

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Having no intention of changing--typically deny having a problem. They are sound asleep.

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Contemplation

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Acknowledge they have a problem and begin to think seriously about it. They are awake but haven't moved.

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Preparation

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Now planning to take action--making final adjustments before they make any changes to their behavior.

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Action

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People most overtly modify their behavior and surroundings.

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Maintenance

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Work to consolidate the gains that have been made and struggle to prevent lapses.

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Termination

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Ultimate goal for all changers. The former addiction or problem will no longer pose a threat.

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Innovation Diffusion

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Different types of adopters accept an innovation at different points in time.

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Criteria for Evaluating Segment Size

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1) Problem Incidence 2) Problem Severity 3) Defenselessness 4) Reachability 5) General Responsiveness 6) Incremental Costs 7) Responsiveness to Marketing Mix 8) Organizational Capabilities

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Problem Incidence

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How many in the segment are engaged in the problem-related behavior?

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Problem Severity

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What are the levels of consequences of the problem behavior in this segment?

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Defenselessness

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To what extent can this segment take care of themselves?

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Reachability

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Is this an audience that can be easily identified and reached?

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General Responsiveness

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How ready/willing and able are these people to respond to your message?

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Incremental Costs

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How do estimated costs to reach and influence this segment compare with those for other segments? Are there free or inexpensive distribution channels?

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Responsiveness to Marketing Mix

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How responsive is the market likely to be to social marketing strategies?

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Organizational Capabilities

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How extensive is our staff expertise or availability to outside resources to assist in the development and implementation of activities for this market?

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Primary Objective

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The very specific behaviors you want to influence your audience to accept, modify, abandon or reject.

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Behavior Objectives Definition

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Something you want your audience to do.

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Behavior Objectives: Impact

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If your audience adopts the behavior, will it make a difference relative to the purpose of your campaign in comparison to others being considered?

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Behavior Objectives: Doable

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Make the behavior a simple, clear, doable act.

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Behavior Objectives: Measurable

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Can the behavior be measured? Observation/Record keeping or self-reporting? Can the audience make the determination that they have performed the behavior?

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Behavior Objectives: Market Demand

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How many people are currently not doing the behavior? Do they perceive that it will solve some problem?

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Behavior Objectives: Market Supply

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Does the behavior need more support? Is there another organization that is trying to change this behavior? Should you do something different?

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Knowledge Objectives Definition

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Something you want your audience to know that they would find motivating or important.

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Knowledge Objectives

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-Stats on risks/benefits -Attractive alternatives -Correct misconceptions -Motivating -How to perform the behavior -Resources -Locations -Current laws and fines

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Belief Objectives Definition

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Something you want your audience to believe or feel.

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Belief Objectives

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-Personally experience the benefit -They are at risk -They are able to successfully perform -They can make a difference -They won't be viewed negatively -The costs of the behavior will be worth it -There will be minimal negative consequences

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Alternatives for Goal Setting

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1) Establish goals for campaign awareness and recall 2) Establish goals for levels of knowledge 3) Establish goals for acceptance of a belief 4) Establish goals for a response to a campaign 5) Establish goals for intent to change behavior 6) Establish goals for the campaign process

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Exchange Theory

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Target markets must perceive benefits equal to or greater than perceived costs.

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Barriers

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The costs the target market perceives.

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Internal Barriers

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Lack of knowledge or skill needed to carry out the activity.

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External Barriers

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Structural change that needs to be made in order for the behavior to be more convenient.

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Real Barriers

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"Taking the bus will take longer than driving to work."

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Perceived Barriers

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"People who take the bus can't really afford any other mode of transportation."

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Benefits

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Motivators. What do they think they will get if they perform the behavior?

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Competition

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-Behaviors our target audience would prefer over the ones we are promoting -Behaviors they have been doing "forever" that they would have to give up -Organizations and individuals who send messages that counter or oppose the desired behavior

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Four Ways to Change the Ratio of Benefits to Barriers (so that the target behavior becomes more attractive)

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1) Increase the benefits of the target behavior 2) Decease the barriers (and/or costs) to the target behavior 3) Decrease the benefits of the competing behavior(s) 4) Increase the barrier (and/or costs) of the competing behavior(s)

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Social Norms Theory

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Highlights the potential benefit of understanding perceived vs. actual behaviors among target audiences.

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Health Belief Model

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Once an individual perceives a threat to his/her health and is simultaneously cued to action, and his/her benefits outweigh his/her perceived costs, then that individual is most likely to undertake the recommended preventative health action.

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Theory of Reasoned Action

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The best predictor of a person's behavior is his/her intention to act and is determined by two main factors: 1) Our beliefs about the outcomes associated with the behavior, and 2) Perceptions of how people we care about will view the behavior in question and our likelihood of adopting the behavior.

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Positioning

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Designing the organization's actual offerings in such a way that it creates a specific place in the mind of the target audience (product, price, place).

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Develop a Positioning Statement

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We want (target audience) to see (desired behavior) as (adjectives, descriptive phrases, sets of benefits, or why the desired behavior is better than competing behaviors).

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Behavior Focused Positioning

answer

"5 A DAY FOR BETTER HEALTH!"

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Barriers Focused Positioning

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Overcome or minimize perceived barriers.

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Benefits Focused Positioning

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What's in it for me?

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Competition Focused Positioning

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When your audience finds the competitions offer quite appealing

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How Positioning Relates to Branding

answer

-Think of your target audience -What will make your strategy easy and memorable?

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