03 social marketing

Social Marketing
Empowering Communities with Access to
Information and Tools
June, 2003

James B. Lewis, Sc.D.


Agenda
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Goals
What is Social Marketing?
Social Marketing Basics
The Process of Social Marketing
Evaluating Social Marketing
Questions ??


Goals
• Gain Better Understanding of Social
Marketing
• Introduce Tools
• Give Examples

What is Social Marketing?
Social Marketing is the Practice of Utilizing the
Philosophy, Tools, and Practices of Commercial
Marketing for Health and/or Social Programs.
Social Marketing Sells a Behavior Change to a
Targeted Group of Individuals
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Accept a New Behavior
Reject a Potential Behavior
Modify a Current Behavior
Abandon an Old Behavior


Examples of Social Marketing
• Accept a New Behavior
– Take a Folic Acid Supplement (reduce
incidence of birth defects)
– Wear a Life Vest While Boating (reduce
drowning events)
– Replace Lawn with Plants and/or Chip
(enhance water supply and quality)


Examples of Social Marketing
• Reject a Potential Behavior
– Don’t Drink Alcohol While Pregnant (reduce
incidence of birth defects)
– Don’t Let your Child Swim Alone, or Don’t
Leave Toddler Alone in Bathtub (reduce

drowning events)
– Don’t Use Toxic Fertilizers (enhance water
supply and quality)


Examples of Social Marketing
• Modify a Current Behavior
– Drink > 8 Glasses of Water Daily (reduce
incidence of birth defects)
– Parents Wear Life Vests As a Model (reduce
drowning events)
– Water Deeply, but Slowly to Reach Roots
(enhance water supply and quality)


Examples of Social Marketing
• Abandon an Old Behavior
– If You Smoke, Quit (reduce incidence of birth
defects)
– Don’t Use “Water Wings” As Substitute for
Life Vests (reduce drowning events)
– Don’t Water Your Lawn If It’s Going to Rain
(enhance water supply and quality)


Examples of Social Marketing
• More Fundamentally:
– Change an Addictive Behavior (Stop Smoking)
– Change a Comfortable Lifestyle (Reduce
Thermostat)

– Resist Peer Pressure (Be Sexually Abstinent)
– Go out of Their Way (Pull Over to Use Cell
Phone)


Examples of Social Marketing
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Be Uncomfortable (Get a Mammogram)
Establish New Habits (Exercise 5x/Week)
Be Embarrassed (Have a Colonoscopy)
Hear Bad News (Have a Cholesterol Test)
Risk Relationships (Take the Keys from a
Drunk Driver)
– Give up Leisure Time (Volunteer)


Examples of Social Marketing
– Reduce Pleasure (Take Shorter Showers)
– Dent the Image (Let Lawns Go Brown)
– Spend More Time (Recycle)


Social Marketing Basics
• Core Unit of Marketing is the Exchange
– A Transaction:

• At Least Two Parties
• Both Sides Can Deliver the “Goods”
• Both Sides Enter into Transaction Voluntarily


Social Marketing Basics
• Core Unit of Marketing is the Exchange
– Examples:
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Commercial
Volunteer/Charity
Employment
Public Health/Social Services


Social Marketing Basics
• Social Marketing Is
Client/Customer/Audience Centered
– It’s Not Enough to Think You Know What’s
Going On in Their Heads -- Chances Are, You
Don’t!
– They May Not Be Buying What You’re Selling
– You Need to Find Out!


Social Marketing Basics

• Foundations = Commercial Marketing, but Goal Is Not
Revenue/Profit Maximization
• Focus on Enhancing Perceived Benefits and Reducing
Perceived Barriers
• Action Will Only Occur if Perceived Benefits >
Perceived Costs
• Audiences Are Segmented/Targeted
• Manage the 4 (5) P’s
• Results are Measured


Process of Social Marketing
• Define Problem - Based on Analysis,
Community Assessment Already Completed
• Identify Behavior Change/Actions That
Could Reduce/Eliminate Problem
• Identify Potential Audience for Marketing
Intervention


Process of Social Marketing
• Segment and Target Market
• Conduct Formative Research to ID Perceived
Benefits/Barriers
• Conduct Root Cause Analysis (Ask Why?)
• Establish Goals/Objectives for Program
• Design Appropriate Strategy of Manipulating 4 (5)
P’s
• Deliver Program and Monitor
• Evaluate the Program

Process of Social Marketing
• Define Problem - Based on Analysis,
Community Assessment Already Completed
– Your example?

• Identify Behavior Change/Actions That
Could Reduce/Eliminate Problem


Process of Social Marketing
• Identify Potential Audience for Marketing
Intervention
• Segment and Target Market
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Size
Problem Incidence
Problem Severity
Defenselessness


Process of Social Marketing
• Segment and Target Market (cont’d)
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Reachability
Incremental Costs
Responsiveness
Our Capabilities to Assist


Process of Social Marketing
• Conduct Formative Research to ID
Perceived Benefits/Barriers
– Qualitative
• Focus Groups
• Interviews

– Quantitative
• Surveys


Process of Social Marketing
• Conduct Root Cause Analysis (Ask Why?)
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Work Backwards
Keep Asking “Why?”
Eventually -- “It Just Is”

Somewhere Back Toward the Root Is the Best Point
to Target Action

• Establish Goals/Objectives for Program
– Realistic, but Challenging
– Objectives Are Measurable (Achieve What, by
When?)


Process of Social Marketing
• Design Appropriate Strategy of
Manipulating 4 (5) P’s
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Product (Service)
Price
Place
Promotion
Politics


Process of Social Marketing
• Product
– Benefits of Desired Behavior
– Behavior Itself
– Tangible Object or Intangible Service

Process of Social Marketing
• Price
– Cost Associated with the Behavior Change
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Monetary
Time
Effort
Psychological
Discomfort
etc