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Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
SELF-DIRECTED SOCIAL
MARKETING: AN EXPLORATIONMansour Omeira & Valéry Bezençon
Faculty of Economics and Business
University of Neuchâtel
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
SOCIAL MARKETING IS NOT (ONLY)
WHAT SOCIAL MARKETERS DO
Social marketers
InputsIntended
beneficiariesOutputs
Society at large
Outcomes
Social marketers
InputsIntended
beneficiariesOutputs
Social Marketing Process
Traditional Social Marketing Approach
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Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
INTENDED BENEFICIARIES ENGAGE IN
SELF-DIRECTED SOCIAL MARKETING
Social marketers
InputsIntended
beneficiariesOutputs
Society at large
Outcomes
External
change agents
Internal
change agents
Other-Directed
Social Marketing
(ODSM)
Self-Directed
Social Marketing
(SDSM)
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Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
SELF-DIRECTED SOCIAL MARKETING
CAPTURES CITIZEN AGENCY
– Self-directed social marketing is social marketing…
– … Directed at oneself
– … Directed by oneself
– It violates the separability assumption
– that social marketers (‘us’) and the intended beneficiaries (‘them’)
are mutually exclusive groups
– It may be
– Conscious (e.g. conscious goal-setting and goal-striving)
– Unconscious (e.g. behavior changes without premeditation)
– It is possible to engage in it
– Individually
– Collectively
– It may be embraced by people who do not wish to be
influenced (‘manipulated’, ‘helped’…)“Smoking is personal, and quitting it will be too”
“My friend and I decided to quit ... and go on vacation with the money [saved]; 6 months later we went to Amsterdam.”
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
HOW CITIZENS ACTIVELY SHAPE THEIR
SITUATIONS: THE SDSM CYCLE
Person
Experienced situation
Behavior
Objective situation
Decision-
making
regarding
behavior
maintenance or
change occurs
here (Rauthmann et al. 2014)
What? Who?
Where? When?
Why?
Seeking new or repeated exposure to certain situations; avoiding certain
situations; replacing particular situations; transforming specific situations
(transforming their objective characteristics, transforming their meaning)
“I changed my circle of friends ... [there were] fewer smokers [around], I went out less during breaks [at work] ... in the end I no longer had the urge to smoke.”
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
THE DIRECT INFLUENCE OF ODSM IS ON
THE OBJECTIVE SITUATION
Person
Experienced situation
Behavior
Objective situation
Social marketing offerings
‘Stimulus’
‘Response’
“like being trapped in the body of an old person”
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
CONCEPTUAL IMPLICATIONS
Concept Implications
Behavioral influence Other-directed social marketing
influences behavior only indirectly
Social marketing
offerings
When properly delivered, offerings
become integrated in the objective
situation that intended beneficiaries
face
Competition The offerings are a tiny subset of the
vast array of elements competing for
beneficiaries’ dispositions. SDSM can
proceed without any ODSM.
Experience The intended beneficiaries experience
the altered objective situation, each in
their own way
Behavior According to how they experience the
situation, the intended beneficiaries may
adapt their behavior
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
PRACTICAL IMPLICATIONS
Concept Implications
Research Take the intended audience SDSM
cycle as starting point, identify and
analyze relevant situations, (objective
and experienced), and assess how to
influence them as basis for designing
the offerings
Segmentation and
targeting
Consider the segmentation and
targeting of situations, possibly in
combination with behaviors and/or
persons
Behavioral objectives Set-up an enabling framework for the
intended beneficiaries to self-commit
to the behavioral objectives
Monitoring and
evaluation
Consider introducing measures to
support introspection and self-
monitoring by the intended
beneficiaries
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
ACCOUNTABILITY IMPLICATIONS
Inputs
Nature Resources
Source Ecosystem
(including
society at large)
Evaluator of
value
Social marketers
Outputs
Offerings
Social marketers
Intended
beneficiaries
Outcomes
Influenced
behaviors
Intended
beneficiaries
Society at large
Impact
Consequencesof influenced behaviors
Ecosystem
(including
society at large)
Society at large
Other-Directed
Social
Marketing
Self-Directed
Social
Marketing
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
DEFINITIONAL IMPLICATIONS
Concept Implications
Social value
creation
Social marketing is concerned with the
provision of offerings that have value for the
intended beneficiaries and influence their
behaviors in ways that have value for them and
for society at large – an update of the key social
marketing principle (French & Russell-Bennett 2015)
ODSM does not create value: it facilitates value
creation: (1) Value is always uniquely determined
by the beneficiary (Vargo & Lusch 2016), and (2) Value is
experiential and situated (Grönroos & Voima 2013)
Citizen
orientation
Beyond the study of the intended beneficiaries,
SDSM is about citizen agency, the basis of
democracy. In contrast, commercial marketing
caters to customers and acts on their behalf,
ultimately in the interest of commercial interests(Firat & Dholakia 2006).
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
REFERENCES
– Firat, A. F., & Dholakia, N. (2006). Does marketing need to transcend
modernity?. Does Marketing Need Reform?: Fresh Perspectives on the
Future, 126.
– French, J., & Russell-Bennett, R. (2015). A hierarchical model of social
marketing. Journal of Social Marketing, 5(2), 139-159.
– Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of
value creation and co-creation. Journal of the Academy of Marketing
Science, 41(2), 133-150.
– Rauthmann, J. F., Gallardo-Pujol, D., Guillaume, E. M., Todd, E., Nave,
C. S., Sherman, R. A., ... & Funder, D. C. (2014). The Situational Eight
DIAMONDS: A taxonomy of major dimensions of situation
characteristics. Journal of Personality and Social Psychology, 107(4),
677.
– Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an
extension and update of service-dominant logic. Journal of the Academy
of Marketing Science, 44(1), 5-23.
Omeira & Bezençon Self-Directed Social Marketing 17.05.2017
THANK YOU!
– Mansour Omeira
PhD Candidate in Management
University of Neuchâtel
mansour.omeira@unine.ch
– Valéry Bezençon
Professor of Marketing
University of Neuchâtel
valery.bezencon@unine.ch
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