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social marketing | smo | SM | online promotion | web promotion | social marketing tips

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Tags : social marketing | smo | SM | online promotion | web promotion | social marketing tips

Published on : Aug 07, 2014
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Slide 1 - Social Marketing 101
Slide 2 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society
Slide 3 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use
Slide 4 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use Commercial vs. Social Marketing
Slide 5 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use Commercial vs. Social Marketing Understanding social marketing: Differences from commercial marketing Often negative demand Sensitive issues Invisible benefits Benefits to 3rd parties Politics
Slide 6 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict
Slide 7 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines
Slide 8 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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
Slide 9 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine
Slide 10 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness
Slide 11 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness Social Marketing is Research- Based and Customer-Focused
Slide 12 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness Social Marketing is Research- Based and Customer-Focused Social Marketing 101: Social Marketing Principles Social Marketing Communication Model
Slide 13 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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?
Slide 14 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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
Slide 15 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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
Slide 16 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles
Slide 17 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles
Slide 18 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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
Slide 19 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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
Slide 20 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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
Slide 21 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 http://bringtheloveback.com/
Slide 22 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 http://bringtheloveback.com/ Social Marketing Program Must be benefit-focused…
Slide 23 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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
Slide 24 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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
Slide 25 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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
Slide 26 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication
Slide 27 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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
Slide 28 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET
Slide 29 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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
Slide 30 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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
Slide 31 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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
Slide 32 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups
Slide 33 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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)
Slide 34 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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
Slide 35 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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?
Slide 36 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 Call to enroll in your program Contribute to your organization Sign up to be a volunteer Share medical history with relatives
Slide 37 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 Call to enroll in your program Contribute to your organization Sign up to be a volunteer Share medical history with relatives Action
Slide 38 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 Call to enroll in your program Contribute to your organization Sign up to be a volunteer Share medical history with relatives Action Action
Slide 39 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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
Slide 40 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example
Slide 41 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 3. REWARD
Slide 42 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 43 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 44 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 45 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 46 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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/
Slide 47 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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?
Slide 48 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 49 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 50 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 51 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 52 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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
Slide 53 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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. 53
Slide 54 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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. 53 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
Slide 55 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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. 53 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
Slide 56 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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. 53 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
Slide 57 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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. 53 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
Slide 58 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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. 53 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” 58
Slide 59 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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. 53 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” 58 Are They Talking To Me?
Slide 60 - Social Marketing 101 Social Marketing Uses commercial marketing techniques to contribute to Individual well being Good of society Marketing Abandon, Replace, Sustain Positive Behavior Consumer/Product Marketing Social/Issue Marketing Acquire, Consume, Maintain Product Use 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 Public scrutiny Multiple publics Limited budgets Huge expectations Strategy restrictions Culture conflict Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine NCI Guidelines 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 Mammography Rates Percentage of women 50+ who have had a mammogramSource: Institute of Medicine Behavior Change Paradigm Trial Behavior Readiness Knowledge (Concern) Relevancy (Attitude) Sustained Behavior Awareness 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 Impossible Too complex Require too much time Lack priority Forgotten Principles Getting Action Make the impossible possible Availability, access & reduce $$ cost Make the complex simple Minimize the time inconvenience Increase the urgency Abolish forgetting Principles 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 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 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 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 Social Marketing Communication Model Organizational Reality: Policy Regulations Requirements Needs Consumer Reality Who is the target? Attitudes Feelings Values Needs Desires Behavior Belief 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 Evaluation SM Communication 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 Who is the target and what is their reality? What are they like as “individuals”? 1. THE TARGET 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 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. 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. Shotguns & Pickups 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 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 “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.” Obstacles Physical Activity Example 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. 53 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” 58 Are They Talking To Me? Courtesy of: UAB Center for Palliative Care