Comm 3301 Lecture 1 Introduction To Social Marketing PDF

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LECTURE 1: INTRODUCTION TO SOCIAL MARKETING Social marketing is a distinct marketing discipline focusing on influencing behaviours that will improve health, prevent injuries, protect the environment, contribute to communities, and enhance financial well-being. KEY ELEMENTS  Targeting behaviours  Using marketing techniques  Specific audience  Social good Not commercial marketing, fundraising, advocacy or to raise awareness Implemented in both non-public and public sectors ISSUE ANALYSIS PAPER (15%) 2-3 pages Title page DUE Sept 23 (online or email) Choose a Social issue that needs a behaviour change at the individual level for remedy  Ex. Drunk driving Explain some barriers and opportunities within your selected issue Remember SM is focused on mktg tactics to reach an objective that involves changing individual behaviour for a social good  Overview of the issue including implications of inaction (5pts)  Audience and stakeholders (4pts)  Possible remedies plus barriers and opportunities (4pts)  Professionalism, overall quality and other discretionary wiggle room (2pts) CASE STUDY ANALYSIS 3 Analysis of marketing campaigns in day-today-day life Identify target audience, behaviour they are trying to change and do you think it is effective? SOCIAL MARKETING STRATEGY On previously selected issue topic 8-10 pages Full and complete social marketing strategy MIDTERM + FINAL Multiple choice, short answer, essay Using both text and in class material (in class midterm) LECTURE Nirodh Condoms 1960s : said to be first social marketing campaign (in textbook)  India

SM used before that, not only in the military  Ex. Smokey bear 1942  The crying Indian  "this is your brain on drugs" MADD: one of the most successful and most problematic  Founder left organization because their focus began shifting Few trends emerged  Public health and safety  Environment (increase in 90s)  Ad agencies and govt agencies joined by non-prof. and civil society as architects of SM campaigns o Then corporations went solo As an academic discipline/ research field took longer to reach maturity and consensus on definition

LECTURE 2: SETTING THE CONTEXT OVERVIEW: Different approaches to marketing strategy SM is about using marketing strategy and tactics to change individual behaviours for social good WHAT IS MKTG STRATEGY?  The elements of strategy  Dave fleet strategy 1. Context 2. Environmental scan 3. Stakeholders 4. Objectives 5. Strategy 6. Audiences 7. Announcement 8. Messages 9. Tactics 10. Issues 11. Budget 12. evaluation ELEMENTS OF STRATEGY  Social issue, background, purpose and focus  Situational analysis  Target audiences  Objectives and target goals  Barriers, benefits, motivators…  Positioning statement  Marketing mix (4Ps)  Monitoring and evaluation  Budget  Implementation plan IMPORTANT:  Analysis  Evaluation  Planning  Execution THE APPROACHES TO STRATEGY The elements of a stat provide the building blocks:  Production Focus  Product Focus  Sales Focus (Always Be Closing) [A B C] o Customers need you to tell them what they need Mktg Focus

o Anticipate the needs of your market and be there to fill it Holistic Focus Customer Focus (audience) [*focus in this course] b/c…

… Goal is to understand things from the perspective of the ppl you're trying to influence and to i identify all touch points and potential touch points for the purposes of mktg and engagement Borrows from '"customer experience management" approach to digital mktg STEPS 1: DEIFNING YOUR CONTEXT Start broadly Focus on the high level first - the "wicked problem" o What issue are you concerned with? o Why important o Implications of not taking action? Look at the historical context o How did we get here in the first place? o What factors have contributed to the problem? Which of those were conscious decision? Unforeseen circumstances? Define your purpose "Big Hairy Audacious Goal" SUPPLEMENT YOUR THINKING (start to ID obvious barriers) What's going on in that sector right now? Who are the key players? What other initiatives have there been related to this issue? Were they successful? Why or why not? What are obvious barriers you might encounter? WHY DOES IT MATTER? Avoid duplication of effort o This is a huge issue for social orgs Learn from others' mistakes Know what you're getting into Forces you to know stuff before you start the more action-oriented parts of the strategy You would be surprised how often ppl assume they agree on the nature of the problem (or the appropriate solution) only to be proven wrong Identify this early on and avoid headaches later STEP 2: IDENTIFY STAKEHOLDERS Audiences: the ppl you are mktg to: ppl whose behaviours you want to chance Audiences are NOT stakeholders Stakeholders are anyone who is involved one way or another CAST A WIDE NET Ppl within your org Organizations working on the same issue Organizations working on related issue Political entities Regularity entities

Possible opponents THEN ASK THESE QUESTIONS… What are the position of each stakeholder on this initiative? How do you expect each to react? Draw on previous experiences, when possible Do you expect them to be outspoken If they have concerns what will they do? o will they come to you? stay silent? vocally opposite? FOR THOSE LIKELY SUPPORT YOU… How can you use the support of those you expect to react positively? Funding partner? Attendance at events? Supportive quote in mktg materials? THOSE LIKELY TO OPPOSE YOU… Can you mitigate their concerns? Can you brief them in advance? Can you consult with them on what you're doing before going public? How will you respond to their concerns if you can't mitigate them? Crisis communications strategy See the US Air Force blog response matrix Can you involve them and make them and ally? IMPORTANT: Be frank, be honest and be brutal Don’t try to please everyone STEP 3: NOW REFINE YOUR FOCUS NARROWING YOUR FOCUS Everything you've don’t to this point informs your focus Is there actually a behaviour change to be made? Are other org engaged in this area? If so, can we offer something diff Is this a good fit for my org? does it align with us? Do we have the resources to take on the fight? Where and how can we make the most impact? This sets you up for setting a truly SMART objective MARKETING OBJECTIVES ARE… SMART: Specific Measureable Achievable Realistic Time focused

CASE STUDY: PSIC OFFICE OF THE PUBLIC SECTOR INTEGRITY COMMISSIONER OF CANADA Created in 2007 as an independent officer of Parliament as part of the Federal Accountability Act Largely a response to revelations from the Gomery Commission into the federal sponsorship program Hears disclosures from public servants about "wrongdoings" CONTEXT First integrity commissioner was forced to resign for doing things many ppl would consider to be grounds for appealing to the integrity commissioner o Found 0 instances of wrongdoing in the govt for 3 consecutive years Where is the ad, video… going to be aired? How? (TV, Bus Ad?)

LECTURE 3: SITUATIONAL ANALYSIS AND ENVIRONMENTAL SCAN THE VALUE OF RESEARCH  Fill the gaps you’ve identified when doing your context and stakeholder work (last week’s class)  Validate assumptions and get insights into what tactics might work  Also useful in evaluation phases WHAT CAN RESEARCH TELL YOU?  Exploratory research o Helps define the problem  Descriptive research o Determines size of market or demographic / psychographic profiles of o target audience  Causal research o Tests cause-effect relationships DEVELOPING A RESEARCH PLAN 1. Purpose: What decisions will this research help inform? 2. Audience: Who is the research being done for? Who will see the research? 3. Informational objectives: What specific info do you need? 4. Respondents: Whose opinions matter on this topic? 5. Technique: How do you get at the info we need? 6. Sample: How many people do you need to reach? Where will you find them? How do you choose a representative sample? 7. Pretest and fielding: Who will test the research method (survey etc.) Who collects the research? 8. Analysis: Who will do the analysis? How? 9. Report: What info should you report? What format? DOING RESEARCH ON THE CHEAP Use data that already exists, when possible  Your own organization’s data  Government data  Market research firms Observational research is cheap  Just make sure you’re systematic about it  Volunteer field reporting, for example Low-cost experimentation  Pilot projects Quota sampling  Just be sure you understand the limitations ENVIRONMENT SCAN Builds on the context section More specific focus on the environment around your issue  Media clippings can play a major role  As can the regulatory / legal context QUESTIONS TO ASK IN AN ENVIRONMENTAL SCAN

What are other groups in the sector doing?  What are they focusing on?  Are they focusing on your issue too? How does your work differ? What is happening in other jurisdictions?  Other cities, regions, provinces or countries? What is the legal and regulatory environment like? Media (traditional and social) Who is reporting on your issue?  Which papers?  Which reporters?  Which columnists?  Which bloggers?  Which “social influencers?” What are they saying?  Supportive?  Oppositional?  Analytical? Places to search Google (obviously)  Google News  Google AdWords Search tools (most blend social and traditional)  Radian 6 (Salesforce)  Sysomos  Meltwater  MediaMiser SWOT ANALYSIS

LECTURE 4: SETTING GOALS AND IDENTIFYING BEHAVIOURS First steps: problem - goal Stakeholders: who is affected? Support or against? How can you use them to your advantage? How to make opposes not come against you? Environment scan - includes barriers Opportunities: places that can advance your message  Ex. Black history month for racism THE ENGAGING PEOPLE PROJECT Compare and contrast the following profiles from the Engaging People project (http://engagingpeople.tv/)  Will “Kasso” Condry and the S.A.G.E. Coalition o Replacing negative behaviours with positive ones. o Individuals compelled to take action in a community  Bonnie Kerness o She didn’t use much of SM tactics o It was more advocacy but there are numerous ways to generate change because not an individual behaviour Perspective of the two are different : outside looking in vs insider SETTING SMART GOALS Quick word of warning  Goals vs. objectives  Again, start broadly o What’s the overall objective related to your issue? o We want to eradicate colon cancer  Then break it down into specific supporting objectives o We need to do more research into the disease o We need to increase early detection rates  At this point, we’re still at the level of “organizational” objective ORGANIZATIONAL OBJECTIVES [Table of Objectives]

CRITERIA FOR SELECTING OBJECTIVES  Impact: If you’re successful, will it make a difference related to your overall objective?

   

Willingness: Is your target audience aware of this behaviour change? Have they shown willingness / reluctance to adopt? Measurability: Can you measure with observation, record keeping or self-reporting? Market opportunity: Is there a large enough target group? Market supply: Does the behaviour need more support? Or is it already well covered by other groups?

THEN SIFT FOCUS TO MARKET GOALS  Note: There’s a difference between a marketing goal and an organizational objective  But also note: The former should always support the latter o This makes it easier to get buy in o It also makes it easier to evaluate success S-M-A-R-T, not S-M-R-T Your marketing objectives should be SMART  Specific  Measurable  Achievable  Realistic  Time-Focused APPLYUNG THE SMART LENS  Since this is a social marketing class, focus on objectives that can be reached by driving behaviour changes  Turn the organizational objective into a marketing goal ENSURE ALIGNMENT A useful visualization Source:

WHY IS THIS PARTICULARLY RELEVANT FOR SM?  It establishes a measurable objective for things that are usually part of the mission of a non-profit or government agency o Separate and distinct from fundraising  This can be key to getting buy-in from donors, government funders etc.  NPOs are complicated organizations with a loose understanding of marketing; clearly defined social marketing as a means to achieve objectives must be part of this mix IN THE TEXTBOOK  Rating scale for the various criteria to help select your behaviour  Information on “knowledge objectives” and “belief objectives”...