social marketing€¦ · marketing: the 5p’s of marketing. social media marketing: social media...
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Social MarketingShayna Russo, MS
Social Marketing as an Indirect Education Approach to Create Behavior Change
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Work from home fam!
•What is a dictionary?•Do you remember?•Beneficial?•Tips and tricks •Resources for next steps
Lets make sure we are all using the same definitions…
Indirect vs. DirectWhat does it all mean?
Social MediaForms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)
Marketing: The 5P’s of Marketing
The process or technique of promoting, selling, and distributing a product or service.
Marketing: The 5P’s of Marketing
Social MEDIA Marketing: Social media marketing (SMM) is the use of social media, websites and social networks to market a company’s products and services
Social MEDIA Marketing is NOT, I repeat, is NOT Social Marketing
"Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.”
What's the difference ?Marketing Social Marketing
People Who are the target markets Who is the specific segment of target audience
Product What is provided, how is it designed, researched and developed
Desired social action/behavior change and the benefits this action offers.
Price What is the $$$ price point The benefit of the desired changed behavior and the perceived loss.
Place Distribution points The less people need to go out of their way to learn about or make a change, the more likely they are to make it.
Promotion PR, Sales, Reach, convince Policy Not traditionally associated with changing
policy, systemsSuccess often comes with a policy, environment or systems change
Public funded privately Where will the $ come from?
Point of it all…• Benefit to seller vs. • Benefit to society
Chat Box Challenge….
1. You’re watching TV. A voiceover plays as a sizzling frying pan comes into view: “This is drugs.” A man then cracks an egg into the frying pan and says…
2. You pass a billboard—or see a social media ad— where the iconic Smokey the Bear says…
3. You are watching TV and a person is talking with an odd voice, all the sudden you notice a hole in their throat and a strange device held in front of it– Facts about “Big Tobacco” start showing up. What Campaign am I ?
Product: Reducing paper use, especially paper towel use; secondarily, increasing interest in WWF
A well-executed social marketing captures attention, and spreads awareness about a social issue, through creativity and emotion.
Benefits to CCE programs?
Your top 3 reasons
• It helps you reach the target audiences you want to reach.
• It helps you customize your message to those targeted audiences; and by doing so,
• It helps you create greater and longer-lasting behavior change in those audiences.
“Simple” Steps to
IDENTIFY WHAT BEHAVIOR YOU
WANT TO CHANGE
IDENTIFY THE BARRIERS TO
REDUCE THE BARRIERS TO
TRY YOUR IDEAS ON A
PUBLICIZE THE BENEFITS OF THE CHANGE
STAGES OF A SUCCESSFUL SOCIAL MARKETING EFFORT
Create awareness or interest
Change Attitude and Condition
Motivate people to change behavior
Empower people to act
Sustain the Change
Measurement of a “Campaign”
Process Evaluation: Determines whether the intended target audience was reached. Key measurement areas to track include awareness of the product, advertising awareness and recall, knowledge level, attitudes and perceptions, images of product and users, experience with the product, and behaviors Outcome Evaluation: Looks at whether they engaged in the desired behavior after being exposed to the message. The follow-up survey will help to identify the extent of attitude and behavior change in the target population, and tie it to their exposure to the campaign or use of the product.
Impact Evaluation: The actual impact of the social marketing program is often difficult to assess accurately. Can one public service announcement cause a drop in morbidity and mortality from heart disease? Probably not, but many such efforts combine synergistically and may be a contributing factor in health improvements.
Sitting on the fence?Even if you don’t take social marketing any further, just considering these four questions will add value to your projects and policies.
1. Do I really understand my target audience and see things from their perspective?
2. Am I clear about what I would like my target audience to do? 3. For my target audience, do the benefits of doing what I would like them to do
outweigh the costs or barriers to doing it? 4. Am I using a combination of activities in order to encourage people to
achieve the desired action?
SNAP-Ed New Yorkhttp://snapedny.org
Shayna RussoProject Manager & TA Coordinator SNAP-Ed. New YorkCornell Cooperative [email protected]
SNAP-ED NEW YORK IS FUNDED BY USDA’S SUPPLEMENTAL NUTRITION ASSISTANCE PROGRAM (SNAP). THIS INSTITUTION IS AN EQUAL OPPORTUNITY PROVIDER. CORNELL COOPERATIVE EXTENSION IS AN EMPLOYER AND EDUCATOR RECOGNIZED FOR VALUING AA/EOE, PROTECTED VETERANS AND INDIVIDUALS WITH DISABILITIES, AND PROVIDES EQUAL PROGRAM AND EMPLOYMENT OPPORTUNITIES.
Resources • Center for Community Health and Development at the University of Kansas, Community Tool Box. Chapter 45. Social Marketing of Successful Components of the Initiative https://ctb.ku.edu/en/sustain/social-marketing/overview/main• Huhn, Jessica, Business to Community; https://www.business2community.com/digital-marketing/what-is-social-marketing-with-7-stellar-examples-02236451• National Social Marketing Centre; What is social marketing? https://www.thensmc.com/content/what-social-marketing-1• Strategies for Social Marketing; Campaigns https://www.whatworksinyouthhiv.org/strategies/social-media-and-marketing-strategies/strategies-social-marketing-campaigns• SOCIAL MARKETING IN PUBLIC HEALTH, Sonya Grier and Carol A. Bryant, Annual Review of Public Health 2005 26:1, 319-339. https://doi.org/10.1146/annurev.publhealth.26.021304.144610
Webinar recordings and resources will be available soon at: conference.cce.cornell.edu