social marketing: how to make change happen. (v. 2.0)

Social MarketingMaking change happen.

This document is intended to guide you thru an easy step-approach of what is

Social Marketing and how we can use it within the social programs.

Social Marketing-First: What is…

Social Marketing.When and What is it?

Social marketing was introduced as a discipline in the 70s, when “the father of Marketing”- Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products or services could be used to “sell" ideas, attitudes and behaviors. So, they define social marketing as differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization.

Social Marketing.So…

Easily, It’s all about the planning and execution of the concept (=message) to benefit the target audience and the general society, not the company.

How?By promoting distribution of ideas or services to influence the target audience to:

ACCEPTREJECTMODIFY or

ABANDONA BEHAVIOR

Social Marketing

Social Good

Social Good)

Social Marketing = Social Good Examples: Anti-tobacco campaign

Get a dose of Physical Activity Recycling

Awareness about a health issue

Social Marketing-The tools

Social Marketing.Elements of the (Mkt) Mix

The Marketing Mix is a tool that refers to an easy way to identify the core decisions of the social program.

1) Product = Conduct/Behavior

2) Price = The cost of achieving the benefit

3) Place = Convenient places for doing it

4) Promotion = Communication



1) Product = Conduct/Behavior

Conduct

Tangible

Intangible

E.g. Physical Products

E.g. Services and practices



2) Price = The cost of achieving the benefit

Cost

Tangible

Intangible

E.g. Money

E.g. Time, effort



3) Place = Convenient places for doing it

Convenience

Tangible

Intangible

E.g. Logistics (warehouse, stock..)

E.g. Where are you? = Outside a bar? A clinic?



4) Promotion = Communication

Comm.

Tangible

Intangible

E.g. Advertising, Selling Personnel

E.g. Message, Media advocacy, public relations

Social Marketing.Types of Campaigns

Cognitive

Behavioral

For Action

Values

The importance of nutrition

“I'm not lazy, I'm just being energy efficient” for “I enjoy walking, I feel like I’m improving my health.”

Vaccination Campaigns

Be respectful

Ok, nowhow we do it?

You’llneed

to understandtheProcess of

learning of your target group

Ok, nowhow we do it?

learning

Learning?= Education.

Education is the panacea for all social marketing programs.

Without it, just makes no sense launching a social marketing campaign. First of all your target must have the right (mental) tools to understand what you’re trying to “sell” them.

Then you’ll need to introduce a one step-by- step “engineered awareness” approach.

Engineered awareness.

When it comes to behavior change, there is a distinctly managerial hubris to all this. WE are the managers. We have the TRUE KNOWLEDGE and CORRECT BEHAVIOUR. THEY (target audience) don’t have it. If we can INJECT our knowledge into the (passive) audience, then = they will realize the error of their ways and start behaving correctly.

Engineered awareness.

It's widespread, especially amongst engineers and managers. It is based on the assumption that AWARENESS BUILDING is the key to behavior change.

Social Marketing- Seven-step guide

steps to social change

1. Knowledge2. Desire3. Skills4. Facilitation5. Optimism6. Stimulation7. Reinforcement7

7 steps to social change: Expressed as affirmations.

7.REINFORCEMENT

1.KNOWLEDGE2. DESIRE

3. SKILLS

4.OPTIMISM

5.FACILITATION6.STIMULATION

7 steps to social change: Expressed as affirmations.

I knowI should

I want to

I can

It’s worthwhile

It’s easyI’m joining in

That was A success

7.REINFORCEMENT

1.KNOWLEDGE2. DESIRE

3. SKILLS

4.OPTIMISM

5.FACILITATION6.STIMULATION

7 steps to social change: one step at a time.

An obvious first step is that people must:

• know there is a problem; • know there is a practical, viable solution or alternative.

This is important. People are practical - they will always demand clear, simple, feasible road maps before they start a journey to a strange place.

• identify the personal costs of inaction and the benefits of action in concrete terms people can relate to (e.g. they 'own' the problem).

An awareness campaign aims to harness people's judgment.

1.KNOWLEDGE


Change involves imagination. People need to be able to visualize a different, desirable, future for themselves. This is different to being able to recognize rational benefits, is an emotion, not a kind of knowledge.

To design a campaign that harnesses your audience's imaginations, you'll have to start by liberating your own .

2.DESIRE (imagining yourself in a different future)


Being able to easily visualize the steps required to reach the goal. This is not about emotion - it is purely rational (it is what we have rationality for).

People learn skills best by seeing someone else do them. The best way to do this is to break the actions down into simple steps and use illustrations to make visualization easy. It's amazing how many social marketing campaigns forget this element.

3.SKILLS (knowing what to do)


The belief that success is probable or inevitable. Strong political or community leadership is probably an important ingredient of optimism.

I can't over-emphasize optimism. EPA research showedabout 14% of the population are disabled from environmental action by their sense of isolation and powerlessness. If government and business are not leading by example, who can blame people for sensing their individual efforts may be futile?

4.OPTIMISM (or confidence)


People are busy with limited resources and few choices. They may need accessible services, infrastructure and support networks that overcome practical obstacles to carrying out the action.

If personal behavior change is blocked by real-world obstacles (and it usually is) then all the communications onearth will be ineffective. The role of an 'education' strategy might therefore need to be expanded to involve the establishment of new services and infrastructure. This is why recycling has been successful - we now have simple, quick, low-cost collection services which make recycling easy.

5.FACILITATION (having outside support)


We are creatures of routine. Even with all the knowledge, desire, good will and services in the world, there is still the inertia of habit to overcome. Consciousness is the tool human beings use to overcome habit, but we are unconscious most of the time.

There are two kinds of approach:

threatening or inspirational.

6.STIMULATION (having a kick-start)


The dilemma: when you threaten your audience (ex. Quit smoking or you will die), probably you make an instant impact. People will change the behavior in the short time, but in the end it’ll be only by an impulse, they will not understand the real meaning of the core message. So, it will pass some days and probably they’ll return to do the same behavior.

The inspirational has always happened in a collective context - a kind of inspirational mass conversion which is based on our human social instincts. A learning process from the roots - It will take some time, but reward of knowing that your audience have learned what you told them is priceless (for you and for them).

6.STIMULATION (having a kick-start)


Effective social marketing is about continuous recruitment and reinforcement of messages - with regular communications which report back to people on the success of their efforts and the next steps which are expected of them.

7.REINFORCEMENT (Feedback )

Social Marketing- Research methodology

Research methodology

We need to figure out where the obstacles are (e.g. which gates are closed) with a given audience. How? I can recommend you surveys, focus groups, data analysis, etc. but in social marketing case, you will need to be more deeper.

• One on One Interviews.- It will give you a deep knowledge about what your audience thinks about the behavior you're dealing with. Some insights can be revealed only in the commodity of a calm pace interview.

Remember that evaluate how many brochures were disseminated, how many media “hits" or mentions of your program did you achieve are a great point to start but it’ll not give you the real data; the real significance of your social marketing campaign will be answering this question:

Did you make a difference?

Research methodology

The actual impact of a social marketing program is difficult to assess accurately. Can a public service announcement reduce mortality from heart disease? Probably not, but many such efforts can combine synergistically over time.

The only way to establish a cause-and-effect relationship between your social marketing program, changes in behavior and health outcomes is to conduct a community intervention study. At whatever level you perform evaluation, the information gained should be (must) used to improve your program in the future.

Social Marketing-Yes, you can.

Make it happenNow you know how to do it, but what are the really core power for making the change?

ConsistencySocial changes need time, need the whole 7 steps process, and also need reinforcement of the key messages over time... don’t let die your campaigns... is like a wine process: with time and effort it’ll give you the best wine-ever (product).

Perception is realityLook around you, feel it, listen.... your program is in the air? Did you notice how people are changing? this is a great research tool to evaluate if your campaign is going on the right path. (and it’s free)

Everything communicatesIf you are launching a recycle campaign. are you using the right paper to print your messages? your company have a program of reduce paper consumption? do you have recycle bins? do you use rain water for the toilets?.... be congruent of all your actions, even yourself if you believe what you are saying. (Give the example)

Now you know how to make the change happen.

Thank you!

Jose M. SanchezEmail:// [email protected]:// @josemsanchez80Linkedin:// http://mx.linkedin.com/in/josemsanchez80

Please be in touch!

mailto:[email protected]

Special Thanks to.

- Nedra Kline Weinreich, thanks for all your support and teachings, and especially for giving me inspiration to continue preaching social marketing.

- All my Ministry of Health teammates, thanks for all your histories and also from sharing your passion to save the world.

- Erika Nohemi Pacheco, my love, my love, thank you for always (no matter what) be there when I need you. Thank you for all the love, the teaching, the lectures, the sincerity, the impulse, the dose of stamina, the songs and the power you gave me in all my crazyness. Thank you love of my life.

References

Weinreich, Nedra « Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good. » Sage Publications, 2010

National Cancer Institute, « Making Health Communication Programs Work . » U.S. Dept. of Health & Human Services, 2002

And life…

social marketing: how to make change happen. (v. 2.0)

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