social marketing webinar final may 8 11

Welcome

Webinar: Social Marketing and Behaviour Change for Associations

Duration: 1:00 – 2:00 p.m. EDT

While you are waiting…please call in: Audio Dial-In Number: 1-877-314-1234 or 416-204-9641 (if you are 416 area code) Participant Code: 2573722 NOTE: We will mute all attendees until Webinar is

delivered at which time we’ll unmute and take questions.

REGISTER NOW: On demand and live versions

• Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22]

• TBD [AUG 16]

• Membership Marketing [SEPT 27]

• Improving Your Selling Skills [OCT 20]

• Taking a Marketing Approach to Government Relations and Advocacy [NOV 10]

• Implementing and Measuring Low Cost Marketing Campaigns [DEC 6]

www.cepsm.caAssociation-Trainingwww.actionstrategies.ca

Presenter

Jim MintzManaging Partner

CEPSM

What we doproduct & service marketing

policy & program marketing

social media engagement

social marketing

sponsorship /partnerships

organizational branding

online strategy planning

Social Marketing and Behaviour Change for Associations

Presented By: Jim Mintz, Centre of Excellence for Public Sector Marketing

Definition

"Social marketing is a process that applies marketing principles and techniques to create, communicate,

and deliver value in order to influence target audience behaviors that benefit society (public

health, safety, the environment and communities) as well as the target audience.".”

Philip Kotler, Nancy Lee and Michael Rothschild (2006)

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Social Marketing

Social Marketing …Why now? Why should you care?

“Social marketing is simply about influencing the behaviour of target audiences. There are many more target audiences who need to act besides

“problem people” if we are to solve major social problems.”

Alan Andreasen, Social Marketing in the 21st Century

Current State

Desired State

Strategic Gap

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Current State

Desired State

Strategic Gap Filling the Strategic Gap:

Using a social marketing approach will help move target audiences through the Stages of Change over time and help bring target audiences closer to desired state

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Our world is changing rapidly...Technology Health Demographics Social Values Economics

Environment

What the heck is all this?

Social Marketing provides a strategic approach for dealing with these changes…

What are the Benefits of

Adopting a SocialMarketing Approach?

Key benefits of social marketing

1. Comprehensive integrated and innovative approach to changing attitudes and behaviours

2. Offers an organization a strategic framework from which to work

3. Social Marketing is used as a tool to integrate and coordinate other components of an organization’s strategies and tactics,

4. Social Marketing strategies and techniques can be used to help make better resource decisions i.e. “bang for buck”

5. Assist in attraction of resources because social marketing is about results

Social Marketing provides a structured system for:

• Executing integrated attitude and behaviour changing campaigns

• Building your reputation with stakeholders through leadership in campaigns that are strategic

• Providing a performance measurement framework

• Tool to integrate and coordinate other components of the overall program

Social Marketing is a way of thinking

Who is doing Social Marketing to change peoples attitudes and encourage behaviour change ?

Challenges of Introducing Social Marketing into a Public Sector/ Non-Profit Organization• Barrier of introducing "performance

based culture”• Conflict with core values• Requires significant management

support and time

TEN COMMANDMENTS OF SOCIAL MARKETING

TEN COMMANDMENTS OF SOCIAL MARKETING

http://jimmintz.wordpress.com/2009/04/30/ten-commandments-of-social-marketing-revisted/

Why do social marketing initiatives fail?

Why do social marketing initiatives fail?

SOCIAL MARKETING PLAN TEMPLATE

Situational Analysis Introduction Background and Research

Environmental Scan: PEST Analysis, SWOT Analysis

Definition of Market Segments (Market Research)

Market Segmentation and Target Markets

Social Norms and Competing Behaviours and Barriers

Upstream Social Marketing Objectives: Knowledge, Belief & Behaviour

Marketing Strategy : Product, Price, Place, Promotion (Key Messages, Prom.Tactics - low cost)

Monitoring and Evaluation Plan

Budgeting

Implementation Plan

Ottawa May 31 2011Ottawa Convention Centre (Part of the MARCOM conference June 1-2)Regina June 17, 2011 Ramada HotelVancouver September 28, 2011 Simon Fraser University – Morris J Wosk Centre for DialogueToronto November 2, 2011 Oakham House, Ryerson UniversityHalifax Date and Location to be announcedhttp://cepsm.ca/index.php/home

Final thoughts

It’s easy to make a buck. It’s a lot tougher to make a difference.

Tom Brokaw

thanks for your time!

Thanks for your time!

Jim Mintz• Managing Partner CEPSM• 2487 Kaladar Avenue, Suite 214• Ottawa, ON K1V 8B9• Phone: 613.731.9851 ext.18• Fax: 613.731.2407• Website: www.cepsm.ca• Blog: www.jimmintz.ca• Twitter: @jimmintz• Linkedin: http://ca.linkedin.com/in/jimmintz• E-mail jimmintz@CEPSM.ca

Feedback: Claire Mills, Vice-President, Professional Development Portfolio, CEPSM clairemills@cepsm.ca

Where to find me…

questions?