Slide 1: Social Marketing
Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP
February 2010
Slide 2: SOCIAL MARKETING
DEFINITION (1)
“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.”
(Kotler, Nancy Lee & Rothschild, 2006)
Slide 3: SOCIAL MARKETING
DEFINITION (2)
“A process for creating, communicating and delivering benefits that target audience(s) wants in exchange for audience behavior that benefits society without financial profit to the marketer.”
(Bill smith, 2006)
Slide 4: SOCIAL MARKETING
DEFINITION (3)
“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”
(Andreasen, 1995)
Slide 5: SOCIAL MARKETING
Focus on Behavior
1) Accept a new behavior 2) Reject a potentially undesirable behavior 3) Modify a current behavior 4) Abandon an old undesirable behavior
Slide 6: SOCIAL MARKETING
Focus on Behavior
Beliefs Attitude feelings Education ↑Knowledge & skills Behavior
(Behavior Is Voluntary)
Wants Needs Preferences
Benefits Rewarding good behaviors Punishing bad behaviors
Slide 7: SOCIAL MARKETING
Marketing Principles & Techniques
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
“The American Marketing Association”
Customer orientation Marketing research: marketing segments—} potential needs, wants, beliefs, problems, concerns, behaviors. Objectives & goals Positioning: to appeal to the desires of the target markets Marketing mix (4Ps): Product, Price, Place, Promotion Monitoring & Evaluation
Slide 8: SOCIAL MARKETING
Select & Influence a Target Market Market segmentation - Audience needs & wants - Objectives (Advocacy) The 1ry Beneficiary is Society
Who determines what is good? (Abortion)
Slide 9: Difference between Social & Commercial Marketing
Comm. Marketing Product 1ry aim Target Market Competitors Goods & services Financial gain More sales Other organization Social Marketing Desired behavior Societal gain Prevalence, reach, change Behavior of target market
Similarities:
Customer orientation is critical Exchange theory is fundamental Marketing research Audience segmentation All 4 Ps are considered Results are measured
Slide 10: FACTORS AFFECTING SOCIAL ISSUES
Technology: Science
automatic seat belts, Cars high-tech alcohol sensors Inoculation against cervical cancer A shot to smokers to quit For late adopters & laggards
Legal/Political/Policy Making
Improved Infrastructures & Built Environments
Hotels master switches
Changes in Corporate Policies & Business Practice
Schools, Education, Media
