social media
ASSESSING THE
EFFECTIVENESS OF
SOCIAL MARKETING
Jude Varcoe
In the last ten years there has been considerable spend on Social
Marketing. There is no systematic way of proving the effectiveness of
Social Marketing. This paper considers how the effectiveness of Social
Marketing should be assessed, the extent to which effectiveness is currently determined and suggests a framework for evaluating the effectiveness of Social Marketing.
This paper suggests that best practice in assessing the effectiveness of
Social Marketing requires systematic assessment at five levels of change
(Awareness, Engagement, Behaviour, Social Norm and Wellbeing). To comprehensively assess the effectiveness of Social Marketing campaigns their contribution at all five levels of effectiveness need to be considered.
© Copyright by ESOMAR® -The World Association of Research Professionals
2
Jude Varcoe
SOCIAL MARKETING
There are a range of definitions of Social Marketing, the following captures the essence of most of the definitions: ‘Social Marketing is the use of commercial marketing concepts, tools and programs designed to influence individuals ' behaviour to improve their well being and that of society’ (Social
Marketing Institute).
In the last ten years there has been, and continues to be, a considerable spend on Social Marketing. The New Zealand government asks its citizens to:
Eat moderately
Stub out cigarettes
Apply sunscreen
Have mammograms
Teach children to read
Immunise children
Conserve water
Understand mental health issues
Use public transport
Fasten ladders
Be active
Slow down cars
Have safe sex
Regulate alcohol intake
Use recycling bins
Save for retirement
Prepare homes for earthquakes
Install smoke alarms
Conserve electricity
Passionately Social Marketers design creative approaches to guide their Social
Marketing. Typically Social Marketers:
Establish a brand to govern their campaigns;
Using multi-mode approaches
EFFECTIVENESS OF
SOCIAL MARKETING
Jude Varcoe
In the last ten years there has been considerable spend on Social
Marketing. There is no systematic way of proving the effectiveness of
Social Marketing. This paper considers how the effectiveness of Social
Marketing should be assessed, the extent to which effectiveness is currently determined and suggests a framework for evaluating the effectiveness of Social Marketing.
This paper suggests that best practice in assessing the effectiveness of
Social Marketing requires systematic assessment at five levels of change
(Awareness, Engagement, Behaviour, Social Norm and Wellbeing). To comprehensively assess the effectiveness of Social Marketing campaigns their contribution at all five levels of effectiveness need to be considered.
© Copyright by ESOMAR® -The World Association of Research Professionals
2
Jude Varcoe
SOCIAL MARKETING
There are a range of definitions of Social Marketing, the following captures the essence of most of the definitions: ‘Social Marketing is the use of commercial marketing concepts, tools and programs designed to influence individuals ' behaviour to improve their well being and that of society’ (Social
Marketing Institute).
In the last ten years there has been, and continues to be, a considerable spend on Social Marketing. The New Zealand government asks its citizens to:
Eat moderately
Stub out cigarettes
Apply sunscreen
Have mammograms
Teach children to read
Immunise children
Conserve water
Understand mental health issues
Use public transport
Fasten ladders
Be active
Slow down cars
Have safe sex
Regulate alcohol intake
Use recycling bins
Save for retirement
Prepare homes for earthquakes
Install smoke alarms
Conserve electricity
Passionately Social Marketers design creative approaches to guide their Social
Marketing. Typically Social Marketers:
Establish a brand to govern their campaigns;
Using multi-mode approaches
References: Donovan, R. and Henely, N. (2003). Social Marketing: Principles and Practice. (2003), IP Communications Kotler, P., Roberto, N. and Lee, N. (2002). Social Marketing: Improving the Quality of Life. Second Edition, Sage Publications Institute of Social Marketing (www.social-marketing.org). THE AUTHOR Jude Varcoe is Managing Director, TNS Wellington, New Zealand. © Copyright by ESOMAR® -The World Association of Research Professionals 13