Decoding Social Marketing Strategies
Social Marketing Strategies
Module 7
Reporter: Jhoana Charisa Cabrera-Acosta 1997-69547 DEVC 208
What is Strategy?
A carefully devised plan of action to achieve a goal, or the art of developing or carrying out such a plan
(Microsoft® Encarta® 2009)
A careful plan or method
(merriam-webster.com)
A plan of action or policy designed to achieve a major or overall aim.
(http://oxforddictionaries.com)
Social Marketing
• It is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups or society as a whole (Kotler and Roberto, et al. 2002)
“Key Steps in developing Social Marketing Strategies”
Step 1: What is the campaign purpose?
Step 2: Target audience, objectives – where do we want to go?
Step 3: Set objectives and SMART targets – what behaviour do we want?
Step 6: How will your marketing strategy be monitored and evaluated?
Step 5: PRODUCT, PRICE, PLACE, PROMOTION
Step 4: Analyse the barriers and benefits of the desired behaviour (product) and the current behaviour (competition)
Develop tools and strategies to address major barriers and benefits of the preferred behaviour (product) and the current behaviour (competition) that address product, price, place and promotion. Develop a communication (promotion) strategy
Step 7: Work out your budget and funding sources.
Step 8: Pilot your marketing strategy. After evaluation make changes and roll it out more widely.
by Dr Louise Duxbury
Different organizations practice Different Models/Frameworks for Social Marketing/Social Mobilization
THE SIX PHASES OF SOCIAL MARKETING: KEY POINTS AND CONSIDERATIONS
PHASE 1: DESCRIBE THE PROBLEM
•Review the problem description and rationale. •Review the composition of the strategy team •Review the SWOT
PHASE 2: CONDUCT THE MARKET RESEARCH
PHASE 3: CREATE THE MARKETING STRATEGY PHASE 4: PLAN THE INTERVENTION
Module 7
Reporter: Jhoana Charisa Cabrera-Acosta 1997-69547 DEVC 208
What is Strategy?
A carefully devised plan of action to achieve a goal, or the art of developing or carrying out such a plan
(Microsoft® Encarta® 2009)
A careful plan or method
(merriam-webster.com)
A plan of action or policy designed to achieve a major or overall aim.
(http://oxforddictionaries.com)
Social Marketing
• It is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups or society as a whole (Kotler and Roberto, et al. 2002)
“Key Steps in developing Social Marketing Strategies”
Step 1: What is the campaign purpose?
Step 2: Target audience, objectives – where do we want to go?
Step 3: Set objectives and SMART targets – what behaviour do we want?
Step 6: How will your marketing strategy be monitored and evaluated?
Step 5: PRODUCT, PRICE, PLACE, PROMOTION
Step 4: Analyse the barriers and benefits of the desired behaviour (product) and the current behaviour (competition)
Develop tools and strategies to address major barriers and benefits of the preferred behaviour (product) and the current behaviour (competition) that address product, price, place and promotion. Develop a communication (promotion) strategy
Step 7: Work out your budget and funding sources.
Step 8: Pilot your marketing strategy. After evaluation make changes and roll it out more widely.
by Dr Louise Duxbury
Different organizations practice Different Models/Frameworks for Social Marketing/Social Mobilization
THE SIX PHASES OF SOCIAL MARKETING: KEY POINTS AND CONSIDERATIONS
PHASE 1: DESCRIBE THE PROBLEM
•Review the problem description and rationale. •Review the composition of the strategy team •Review the SWOT
PHASE 2: CONDUCT THE MARKET RESEARCH
PHASE 3: CREATE THE MARKETING STRATEGY PHASE 4: PLAN THE INTERVENTION
References: • Kotler, P.N., N. Roberto, et al. 2002, Social Marketing: improving the Quality of Life, Sage Publications • • Duxbury, Louise. 2010. Developing Social Marketing Strategies: The basics . http://www.denmarkcsl.com.au/articles/social-marketing.pdf Turning Point, The Basics of Social Marketing pp 7-11 http://www.turningpointprogram.org/pages/pdfs/social_market/smc_basics.pdf • • • • • • • • • • • • • • Strategic Communication – for Behavior and Social Change in Southeast Asia. Section2.7.1. pp35-37 http://www.unicef.org/rosa/strategic_communication_for_behaviour_and_social_change.pdf Parks, Will and Lloyd, Linda, No date. Planning Social Mobilization and Communication for Dengue Fever Prevention and Control: A Step-by-Step Guide http://www1.paho.org/english/ad/dpc/cd/den-step-by-step.htm#combi Communication Resource Center. No date. Strategic Communication Planning http://www.sprc.org/sites/sprc.org/files/library/glsworkbook.pdf A Field Guide to Designing Health Communication Strategy. Pp 9-10 http://www.jhuccp.org/sites/all/files/the%20new%20p-process.pdf http://ftguonline.org/files/images/ftgu_3_1_11_img_1.jpg http://www.bangladesh-ccp.org/images/p-process.gif http://keepupwiththeweb.com/how-to-balance-traditional-social-marketing-strategies/ 5 Advanced Social Media Marketing Strategies for Small Businesses http://mashable.com/2009/09/30/small-business-strategies/ II International Congress on Dengue and Yellow Fever Havana, Cuba, 31st May – 3rd Communication-forBehaviouralImpact (COMBI) http://www.cidfa2004.sld.cu/conferencia/ver.php?id=51 P Process from JHU/CCP. Communication Initiative Network. 2004 http://www.comminit.com/en/node/201033 http://www.stoptb.org/assets/documents/countries/acsm/TB-COMBI%20Guide%202.pdf (* Guidelines for Social Mobilization Planning Communication-for-Behavioural-Impact (COMBI) in TB control ) http://apps.who.int/iris/bitstream/10665/75171/1/WHO_HSE_GCR_2012.14_eng.pdf(Field workbook for COMBI planning steps in outbreak response) Why Social MediaMarketing? 10 ways social media can help grow your business http://img.constantcontact.com/docs/pdf/why-social-media-marketing.pdf