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SOCIAL MARKETING:A Powerhouse for Shifting Public Opinion and Norms
2010 California ReLeaf Network RetreatAugust 5, 2010Michael MillerBrown Miller Communications, Inc. ∙
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Clarity
Social Marketing Not Social Media
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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
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Boiled down…
Using traditional marketing tools and tricks to achieve specific behavioral change for social good.
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The Basics…
Commercial marketing techniques Based on needs of target audience Strategic, planned execution Constant evaluation and reshaping Addresses key influencers Goal: Behavior change
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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
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Oh… and it really works!
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Oh… and it really works!
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Oh… and it really works!
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Oh… and it really works!
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Oh… and it really works!
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Key Premise….
We don’t live in a vacuum We’re influenced at several
levels Successful marketers
surrounds their audience with supportive messages
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SOCIETAL
Social Ecological Model
COMMUNITYRELATIONSHIPINDIVIDUAL
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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
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What It Is NOT…
Education alone Attitude changes alone Social advertising alone Policy advocacy alone Social influencing alone
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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
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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
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Chin up… there’s good news…
Social marketers have right on their side► Credibility► Scientific arguments► Media access► Political and community
support
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Predicated on Audience Benefit
Enhancing benefits Reducing barriers
► Change only occurs when perceived benefits > perceived costs
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Social Marketer’s Challenge
Increase benefits Reduce costs Bring social pressure to bear Increase self-efficacy
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So how do you do it?
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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
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1. Establish Goals and Objectives
Concrete Tied to behavior Measurable Realistic
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2. Determine Research Needs
What do you know about:► Problem?► Audience?► Influencers?► Competition?► Available resources?► Potential Supporters?
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3. Define Desired Behavior Change
Awareness
Interest
Consideration
Understanding
Trial
Success
Established Habit
Behavior Change Process:
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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
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Potential Influencers
Family, Friends Politicians Media Retailers Community Celebrities Experts
Partners Educators Churches Health
Providers Employers &
co-workers
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5. Message Development
Benefits not Features► Fun, Easy, Popular► Versus: Boring, Difficult, Lonely
Make an emotional connection
What do they care about?
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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?
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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
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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
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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
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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
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Build Your Plan
Review the Market Mix Develop Budget
► Consider $s, Time, Skill► Substitute partners where
resources are limited
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Traditional Marketing MixProduct = BehaviorPrice = Cost of AdoptingPlace = Distribution
ChannelsPromotion =
Communication
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Market Mix
TRADITIONAL► Product► Price► Place► Promotion
Additional “P”s of Social Marketing► Partnerships► Publics► Policies► Purse Strings
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Tools of the Trade
Advertising Public Relations Social Media Empowerment Policy Media Advocacy Community Outreach and Events Personal Sales Partnerships
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Marketing Tools
Tool Audience orInfluencer
Value Cost
Advertising
Blog
Brochure
Community Event
E-Blast
E-mails
Fact Sheets
•Who are you influencing? •What do you want them to do?
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8. Design Evaluation Methodology
Plan strategy up front Measure and quantify
behavior change Track over time Look for trends Learn from results
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Social Marketing Process
Listening ÊPlanning Ê
Pretesting ÊImplementing Ê
ÇMonitoring
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Social Marketing Campaign
Steps to a Healthier Salinas
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Execution: Introduce the Message
TV
Radio
Newspapers
Mobile Advertising
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Execution: Material Development
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Execution: Local Celebrities
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Execution: Advertising
Newspaper Ads
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Execution: Online Banner Ads
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Execution: Salinas Californian Inserts
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Execution: Radio
KION-AM
KDON – FM
KOCN – FM
KPRC-FM La Preciosa
KTOM-FM
Jammin 97.7
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Execution: Movie Ads
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Execution: Bus Ads
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Execution: Stair Graphics
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Execution: Community Art
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Execution: Taquerias
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Execution: Earned Media
PSAs
Television news stories
Radio news stories
Special feature news sections
Newspaper stories
National coverage
Special events opportunities
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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
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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
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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!