Session 8 Critical Components of Social Marketing
Dec 29, 2015
Session 8Critical Components of
Social Marketing
Session Objectives
Module 1, Unit 3, Session 8
By the end of this session, campaign managers should be able to:
•Define key social marketing theories including the Behavior Change Continuum and the Diffusion of Innovation
•Describe key social marketing methods, including Audience Segmentation and the Marketing Mix
•Explain the difference between Mass Media and Guerilla Marketing techniques
•Give examples of species from their site that have the characteristics that make up a good Pride Flagship species
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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a
theme9. SUMMARY
1.
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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a
theme
Module 1, Unit 3, Session 2.2.3 6
Behavior Change ContinuumStages of Change
behavior change occurs along a continuum - people typically move through a series of stages
as they change their behavior
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Stages of Behavior Change
Maintenance
Action
Contemplation
Pre-Contemplation
Preparation
Validation
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Stages of Behavior Change
Maintenance
Action
Contemplation
Pre-Contemplation
Preparation
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Validation
Module 1, Unit 3, Session 2.2.3 10
Applying the Behavior Change Continuum• Pre-Contemplation –Education about the
effects of dynamite fishing and alternatives available.
• Contemplation—Increase the benefits of more sustainable approaches/decrease the benefits of dynamite fishing.
• Validation -- Encourage conversations among peers.
• Action – Decrease the barriers to sustainable fishing/increase the barriers to dynamite fishing.
• Maintenance – Praise and reward for doing the right thing.
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Diffusion of InnovationsThe study of how, why, and at what rate new ideas and
technologies spread through cultures
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Diffusion Theory
Adoption of new behavior depends on whether the audience:
• Perceives a benefit• Finds it easy to understand• Can try out the behavior• Feels that the behavior brings peer
acceptance
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Module 1, Unit 3, Session 2.2.3 16
Individual Patterns
Innovators
Early Adopters
The Early Majority
The Late Majority
Laggards
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Diffusions of Innovations (1962)
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Everett M. Rodgers Adoption / Innovation Curve
2.
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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a
theme
The Four P’s of Marketing
Product
Price
Place
Promotion
To be effective a "product must be tailored to customer needs, priced realistically, distributed through convenient channels, and actively promoted to customers".
• Product: Soft drink
• Price:Reduced introductoryprice
• Place:Widely distributed, convenient locations
• Promotion:Ads in local papers
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Commercial Example
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Module 1, Unit 3, Session 2.2.3 23
Environmental Example
• Product:Energy-efficient stove
• Price:$7, limited free samples
• Place:Distributed through government extension agents and
NGOs• Promotion:
national and local media individual and group meetings in community
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Module 1, Unit 3, Session 2.2.3 24
Cost vs. Benefits• Cost of the behavior change and the benefits
should balance
• Perceptions of price and willingness to pay will vary
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3.
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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a
theme
Module 1, Unit 3, Session 2.2.3 27
Audience Segmentation
“The division of the market place into distinct subgroups or segments, each characterized by
particular tastes and requiring a specific marketing mix”.
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Module 1, Unit 3, Session 2.2.3 28
Audience Segmentation
• There is no such thing as “general public”
• “Everyone” might actually be the usual crowd
• The choice is to target audiences:– Consciously or by Default
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Module 1, Unit 3, Session 2.2.3 31
Audience Segmentation: WHY?
Right message, Right channels, Right people at the Right times
• Develop priority segments• Select the objectives most
appropriate for an audience• Break up an audience into smaller
chunks• Plan and evaluate more easily
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Module 1, Unit 3, Session 2.2.3 32
Audience Segmentation: HOW?
• Consists of gathering, interpretation, and application of information:
–Identification–Prioritization
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Module 1, Unit 3, Session 2.2.3 33
Audience Segment Identification
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Demographics
Gender
Age
Occupation
Income
Marital status
Ethnicity
Behavioral
Actual current behavior
Benefits derived from behavior
Readiness to change
Social consequences experiencing today
Psychographics
Fundamental values and beliefs
Key personal characteristics
Where they get their information
Social organizations they belong to
How do they spend $$
Module 1, Unit 3, Session 2.2.3 34
Audience Segment Identification• Pre-contemplation Stage – Knowledge about threat and its implications
• Contemplation Stage – What can be done to address threat,
benefits of change, removal of barriers
• Action Stage – Facilitate change, honor those who change,
use them as examples to others
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Module 1, Unit 3, Session 2.2.3 35
Prioritizing Audience Segments
• Who are the people who are behind the environmental threat?
• Who are the people who are most likely to be open to change?
• How many people can we reach?
• Can we reach these people?
• Who are the people/groups critical to the success of the program?
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4.
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Introduce you to:1. Changing Behaviour2. Marketing Theory3. Choosing your Audience4. Different types of Marketing5. Delivery of your Messages6. Your Social Marketing Plan7. Carrying out your Plan8. Rare Pride – a variation on a
theme
Module 1, Unit 3, Session 2.2.3 40
A channel is a way to transport a message, product, or service from
seller/provider to consumer.
Channels
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Module 1, Unit 3, Session 2.2.3 41
Communication MixPaid or donated form of a non-
personal message communicated through the various media
Paid or donated form of a non-personal message communicated
through the various mediaAdvertisingAdvertising
Personal SellingPersonal Selling
Short-term incentives for adoption of new behavior.Short-term incentives for adoption of new behavior.
Media RelationsBuilding relations with target
audiences by obtaining favorable publicity.
Building relations with target audiences by obtaining favorable
publicity.
Direct MarketingPromotion mechanism that
allows focused messages to be received by target audience.
Promotion mechanism that allows focused messages to be
received by target audience.
Personal communication by campaign staff.
Personal communication by campaign staff.
PromotionPromotion
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Module 1, Unit 3, Session 2.2.3 42
Channels
ADVANTAGES
reach a diverse audience,
geographic specific
accessible to most people,
can be market specific
flexible/easily adaptable, low cost,
targeted, simple
DISADVANTAGESeasy to ignore, poor
quality, requires literacy
brief messages, requires repetition, poor listening
habits
possible limited reach, may not compete against
expensive advertising exposure
NEWSPAPER
RADIO
MINI MEDIAi.e. poster,
bumper stickers
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Session Objectives
Module 1, Unit 3, Session 8
Did we meet these objectives?
•Define key social marketing theories including the Behavior Change Continuum and the Diffusion of Innovation
•Describe key social marketing methods, including Audience Segmentation and the Marketing Mix
•Explain the difference between Mass Media and Guerilla Marketing techniques
•Give examples of species from their site that have the characteristics that make up a good Pride Flagship species