social marketing: a powerhouse for shifting public opinion & norms

SOCIAL MARKETING:A Powerhouse for Shifting Public Opinion and Norms

2010 California ReLeaf Network RetreatAugust 5, 2010Michael MillerBrown Miller Communications, Inc. ∙

Clarity

Social Marketing Not Social Media

Textbook Lingo

“Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society”

Kotler and Armstrong

ZZZZZZZZ

Boiled down…

Using traditional marketing tools and tricks to achieve specific behavioral change for social good.

The Basics…

Commercial marketing techniques Based on needs of target audience Strategic, planned execution Constant evaluation and reshaping Addresses key influencers Goal: Behavior change

Why it matters to you?

Americans are overwhelmed We aren’t listening We’re trained to be entertained Social marketing is your ticket to

grab attention► Puts the right message in the right place

Oh… and it really works!

Oh… and it really works!

Oh… and it really works!

Oh… and it really works!

Oh… and it really works!

Key Premise….

We don’t live in a vacuum We’re influenced at several

levels Successful marketers

surrounds their audience with supportive messages

SOCIETAL

Social Ecological Model

COMMUNITYRELATIONSHIPINDIVIDUAL

Key Social Marketing Features

Behavior is bottom line Programs must be cost effective Strategies begin with customer Interventions are based on

marketing mix Market research is essential Competition is a given Efforts are integrated

What It Is NOT…

Education alone Attitude changes alone Social advertising alone Policy advocacy alone Social influencing alone

Commercial vs. Social Marketing

AIM: Sales, Profit, market share, shareholder value

GOAL: Immediate, Short Term

Clearly defined products Easily accessible target

audiences Hierarchical decision-

making

Primary aim: Social Good

Complex, longer-term goals

Challenging, controversial behaviors

Challenging, high-risk, hard-to-reach target audiences

Participatory decision-making

CommercialMarketing

Social Marketing

Challenges

Limited research, data Limited fiscal, time resources Limited control over timing,

communication channels Limited evaluation capacity Limited market savvy Considerable, well-financed and

talented opposition

Chin up… there’s good news…

Social marketers have right on their side► Credibility► Scientific arguments► Media access► Political and community

support

Predicated on Audience Benefit

Enhancing benefits Reducing barriers

► Change only occurs when perceived benefits > perceived costs

Social Marketer’s Challenge

Increase benefits Reduce costs Bring social pressure to bear Increase self-efficacy

So how do you do it?

Planning Process

1. Establish Goals and Objectives

2. Determine Research Needs

3. Define Desired Behavior Change

4. Target Audience Identification

5. Message Development

6. Identify and Recruit Partners

7. Create the Communications Plan

8. Design Evaluation Methodology

1. Establish Goals and Objectives

Concrete Tied to behavior Measurable Realistic

2. Determine Research Needs

What do you know about:► Problem?► Audience?► Influencers?► Competition?► Available resources?► Potential Supporters?

3. Define Desired Behavior Change

Awareness

Interest

Consideration

Understanding

Trial

Success

Established Habit

Behavior Change Process:

4. Target Audience Identification

Identify ALL potential audiences► Categorize audiences

• Primary audience• Influencers

Understand Audiences► Demographics (Who are they?)► Psychographics (How do they feel?

What do they think?)► Barriers and Motivations► Determine stage on behavior change

process model

Potential Influencers

Family, Friends Politicians Media Retailers Community Celebrities Experts

Partners Educators Churches Health

Providers Employers &

co-workers

5. Message Development

Benefits not Features► Fun, Easy, Popular► Versus: Boring, Difficult, Lonely

Make an emotional connection

What do they care about?

What Matters to Your Audience?

PERSONS: Does it make their life easier, make them look better or make them richer?

PARTNERS: Does it help them do their job better or be more successful in what they are trying to accomplish?

POLITICIANS: Does it help the community or government official get re-elected, be more popular or gain additional support?

PRESS: Is it newsworthy, impactful, important?

Competing for Attention

Facts:► The public is exposed to

2,000-3,000 marketing messages per day

► You have 3-5 seconds to catch their attention

► Your competition are pros at this

Your Message…

Audience – who is your audience?

WHAT – what does your audience need to know?

WHY – why should they care? Emotional, fiscal, personal price?

ACTION – what should they do with the information, what action do YOU want them to take?

Simple, Direct, Focused

6. Identify and Recruit Partners

Who else will benefit from this effort? Who can help leverage campaign

resources? Who can help carry campaign

messages?► Consider private companies, public sector

agencies and non-profit organizations► Look for those with a history of community

involvement► Look for partners whose “customers” are the

same as your target audience

7. Create the Plan

Biggest mistake in planning a social marketing campaign – people start with this step

Steps 1-6 are foundation of plan

Strategies and tactics –how will you communicate with your audiences

All strategies and tactics should help achieve the campaign objectives

Build Your Plan

Review the Market Mix Develop Budget

► Consider $s, Time, Skill► Substitute partners where

resources are limited

Traditional Marketing MixProduct = BehaviorPrice = Cost of AdoptingPlace = Distribution

ChannelsPromotion =

Communication

Market Mix

TRADITIONAL► Product► Price► Place► Promotion

Additional “P”s of Social Marketing► Partnerships► Publics► Policies► Purse Strings

Tools of the Trade

Advertising Public Relations Social Media Empowerment Policy Media Advocacy Community Outreach and Events Personal Sales Partnerships

Marketing Tools

Tool Audience orInfluencer

Value Cost

Advertising

Blog

Brochure

Community Event

E-Blast

E-mails

Facebook

Fact Sheets

•Who are you influencing? •What do you want them to do?

8. Design Evaluation Methodology

Plan strategy up front Measure and quantify

behavior change Track over time Look for trends Learn from results

Social Marketing Process

Listening ÊPlanning Ê

Pretesting ÊImplementing Ê

ÇMonitoring

Social Marketing Campaign

Steps to a Healthier Salinas

Execution: Introduce the Message

TV

Radio

Newspapers

Mobile Advertising

Execution: Material Development

Execution: Local Celebrities

Execution: Advertising

Newspaper Ads

Execution: Online Banner Ads

Execution: Salinas Californian Inserts

Execution: Radio

KION-AM

KDON – FM

KOCN – FM

KPRC-FM La Preciosa

KTOM-FM

Jammin 97.7

Execution: Movie Ads

Execution: Bus Ads

Execution: Stair Graphics

Execution: Community Art

Execution: Taquerias

Execution: Earned Media

PSAs

Television news stories

Radio news stories

Special feature news sections

Newspaper stories

National coverage

Special events opportunities

3.4 MillionEnglish television impressions 1.3 MillionSpanish television impressions 98,260English radio impressions 522,144Spanish radio impressions4 MillionEnglish newspaper impressions1 MillionSpanish newspaper impressions

80 Average number of times the Value It message was delivered to every resident of Salinas

_____________________________________

Media Impact

Social Marketing Outcomes

12% increase in Latinos reducing weight to a healthy level

21% improvement in physical activity 6% increase in Salinas residents with a

healthy weight, including 22 percent increase in healthy weight in men

Over 140 city, county and independent company policies implemented to address health factors

Over 150 active business community partnerships

In a Nutshell

Know your audience Work strategically with all channels Create environments that facilitate

behavior change Anticipate competition Continuum of research, execute,

evaluate It works!

Questions and Discussion

Michael Miller

Brown•Miller Communications

mike@brownmillerpr.com