Social Marketing Social Marketing 1 Naomi Radke, seecon international GmbH
Dec 25, 2015
Social Marketing
Social Marketing
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Naomi Radke, seecon international GmbH
Social Marketing
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Social Marketing
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Contents
1. What is Social Marketing?
2. Fundamental Marketing Principles
3. Marketing Mix – the 4 P’s
4. The 6 Phases of a Social Marketing Process
5. Example of a Social Marketing Strategy
6. Applicability
7. Advantages and Disadvantages
8. References
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Social Marketing
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A definition
“Social marketing is the use of commercial marketing techniques to promote the adoption of behaviour that will improve the health or well-being of the target audience or
of society as a whole.”
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1. What is Social Marketing?
Printed truck of the SuperAmma Campaign to promote handwashing. Source: http://www.superamma.org [Accessed: 24.10.2013]
Social Marketing
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A promotion framework
• Similar to conventional marketing BUT to achieve a social benefit (improvement of health, conservation of resources) NOT to sell a product
• Not a stand-alone awareness raising tool BUT a framework/structure that combines classic promotional tools with knowledge from scientific fields (economy, psychology, sociology, anthropology, ...)
• Not easy to implement:•Changing intractable behaviours•Often in complex economic, social and political climates•Often with very limited resources
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1. What is Social Marketing?
Social Marketing
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Applied to water and sanitation promotion
Improving current situation regarding sanitation and water is mostly connected with behaviour change of the local communities!
Social marketing can change current behaviour and therefore improve health of the local community!
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1. What is Social Marketing?
TV commercial in Indonesia.Source: http://www.awbnetwork.org/index.php?option=com_k2&view=item&id=135&Itemid=88 [Accessed: 24.10.2103]
Social Marketing
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Principals critical to success of social marketing campaigns• Understand the audience (needs, wants, barriers,
motivations)
• Be clear: What should the audience DO?
• Exchange: offer your audience something appealing in return for behaviour change
• Competition: your audience can always choose to do something else
• Be aware of the “4 P’s of Marketing” (see next slide)
• Role of policies, rules and laws in efforts to affect behavioural change
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2. Fundamental Marketing Principles
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The “4 P’s Framework” allows:
• Development of the appropriate product
• At the right price
• Easily available through strategic sales placement
• Known about through promotion
• (5th P: sometimes policy is also needed)
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3. Marketing Mix – the 4 P’s
Social Marketing
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Product
• Not necessarily physical/tangible (e.g. household latrines)
Also
• Services (e.g. sludge removal service)
• Practices (e.g. using proper toilets, saving water)
• Ideas (e.g. environmental protection)
BUT
Before designing a product, consumer must be aware that there is a PROBLEM that the product addresses (e.g. Household latrine can address the problem diarrhoea) Demand creation!
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3. Marketing Mix – the 4 P’s
Source: LUETHI et al. (2013)
Source: http://communitypowerkenya.kbo.co.ke/ [Accessed: 24.10.2013]
Social Marketing
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Price
• Behaviour change (even though that has no price tag)
• But products that come with behaviour change have a price (e.g. toilets, soap for hand washing, etc. )
Products need to be affordable for the target audience!
• Subsidies or incentives may be necessary to boost the social marketing intervention
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3. Marketing Mix – the 4 P’s
Source: http://www.gadgetsandgear.com/money-toilet-paper.html [Accessed: 24.10.2013]
Social Marketing
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Place
• Products required for behaviour change need to be available and accessible for the target audience
• E.g. urban and rural poor need clean sanitation facilities nearby in order to change their open defecation practices
• E.g. soap needs to be available in nearby stores and water needs to be available to wash hands
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3. Marketing Mix – the 4 P’s
Handwashing requires access to water. Source:
http://www.wsp.org/about/Cartoon%20Calendars/2007%20Calendar [Accessed: 24.10.2013]
Social Marketing
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Promotion
• If your “product” is a new behaviour or social norm, promotion is often difficult
Understanding of the motivations of the target audienceKnowledge of their primary and trusted channels of
communication
• Raise awareness
• Desire to adopt the new behaviour
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3. Marketing Mix – the 4 P’s
Advertising raising awareness of link between water pollution and child death. Source: http://www.ads-
ngo.com/2010/07/19/bad-water-unicef/ [Accessed: 24.10.2013]
Social Marketing
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The 5th P: Policy
• Sometimes needed for social marketing programs
• Can be used to make unhealthy behaviour harder•E.g. banning open defecation in public places
• Can be used to make desired behaviour easier•E.g. subsidising the provision of hand-washing facilities in
schools
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3. Marketing Mix – the 4 P’s
Social Marketing
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Social marketing – not just promotion!
Many behaviour change programs only target the fourth P: PROMOTION!
BUT
Social marketing is always at least the combination of the 4 P’s!
... Because behaviour change is difficult to achieve if necessary products are not available at right price and place!
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3. Marketing Mix – the 4 P’s
Social Marketing
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Phase 1: Describe the problem
• Based on thorough review of available data, current literature on behavioural theory and best practices or programmes addressing similar problems
• E.g. SWOT-Analysis: finding Strengths, Weaknesses, Opportunities, Threats
• Develop a strategy team to help develop and promote the program
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4. The 6 Phases of a Social Marketing Process
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Phase 2: Conduct the market research
• Target audience?
• What makes different consumer groups alike/different from each other?
Need to approach different consumer groups in different ways (own priorities and needs)
E.g. for a general sanitation campaign you cannot have a standard product (e.g. arborloo) and only promote through one channel (e.g. radio)
• Objectives:◦ Cluster target audience into useful segments◦ Which target audience segments are most ready to
change behaviour◦ What do they want or need most in order to do that
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4. The 6 Phases of a Social Marketing Process
Social Marketing
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Phase 3: Create the market strategy
• Heart of marketing program: WHAT you want to achieve and HOW
• Based on research findings (Phase 1) select target audience and desired behaviour
• Specify benefits the target audience will receive for behaviour change (benefits they really care about!)
• Specify key barriers that the program will help the target audience to overcome
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4. The 6 Phases of a Social Marketing Process
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Phase 4: Adapt your marketing mix
Different marketing mix for all identified segments:
• Different products
• At different prices
• Available at different places
• Reach segments through different communication tools
Also, develop a plan, timeline and budget for each intervention, highlight key partner and stakeholders.
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4. The 6 Phases of a Social Marketing Process
Social Marketing
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Phase 5: Plan monitoring and evaluation
• Monitoring data are used to ensure the program is implemented as planned and whether strategy is suitable
• Consider also environmental factors (e.g. policies, economic conditions, new programmes, structural change): have they changed in ways that affect the program?
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4. The 6 Phases of a Social Marketing Process
Social Marketing
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Phase 6: Implement the intervention and evaluation
Implementation of the programme and evaluation takes:
• Launching the programme
• Producing materials
• Procuring needed services
• Sequencing, managing and coordinating the respective interventions
• Staying on strategy
• Fielding the evaluation
• Capturing and disseminating findings and lessons learned
• Modifying activities as warranted
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4. The 6 Phases of a Social Marketing Process
Social Marketing
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Promoting hand-washing with soap (1/2)
• National and state-wide hand-wash marketing programmes in Ghana, Peru, Senegal, South Africa, Indonesia, among others
• E.g. http://www.globalhandwashing.org/
• It is guided by the following principles:1. These deaths are preventable (research shows:
hand-washing can reduce diarrhoea by almost 50%)2. Hand-washing with soap is a right 3. Large-scale changes in hand-washing practices
can be achieved
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5. Example of a Social Marketing Strategy
Source: http://www.globalhandwashing.org/ [Accessed: 28.10.2013]
Social Marketing
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Promoting hand-washing with soap (2/2)
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5. Example of a Social Marketing Strategy
Source: http://www.globalhandwashing.org/ [Accessed: 28.10.2013]
Performance of Global Handwashing Dance, Japan.
Global Handwashing Day & International Day of Disaster Risk Reduction, Philippines.
Social Marketing
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Social marketing
• Very useful if you are dealing with a large number of “end customers”
• Improving the current situation in your area regarding water and sanitation mostly requires a fundamental change in behaviour of the local community
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6. Applicability
• Social marketing can efficiently change current behaviour and improve the well-being of the local community
Source: ECOSAN CLUB (2013)
Social Marketing
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Advantages:•Combines knowledge from
various scientific fields in order to get best understanding how to change behaviour
•No need to be a marketing expert to implement social marketing
•Potential to strongly improve the well-being situation of your community
•Forces you to take a customer-oriented standpoint
Disadvantages:•Implementation requires a
marketing team in order to conduct the 6 phases
•Requires time and money for planning and implementation
•Requires some understanding of marketing principles
7. Advantages and Disadvantages
Social marketing
Social Marketing
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ECOSAN CLUB (Editor) (2013): Sanitation Comics. Vienna: Ecosan Club. URL: http://www.ecosan.at/ssp [Accessed: 28.10.2013]
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8. References
Social Marketing 26
“Linking up Sustainable Sanitation, Water Management & Agriculture”
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