A Global Social

Marketing Organizatio

nSocial Marketing in Public Health Conference

19 June 2009

Introduction

• The field of social marketing conceptualized and implemented in early 1970s.

• 19th year of Social Marketing in Public Health Conference.

• 2 global social marketing conferences in 2008.

• Over a dozen textbooks.

• Practiced throughout the world.

• Global thought and practice leaders.

• List serve, blogs, social networks, websites, wikis

The Problem

• A field in search of discipline.

• Isolated practitioners across the globe.

• Knowledge hoarding (well-kept secrets).

• Few professional development venues.

• Busy practitioners.

The Opportunity

• Over 3,000 attended conferences in 2008.

• Over 1,700 list serve subscribers in 38 countries.

• ~500 subscribers to Social Marketing Quarterly.

• Over 900 subscribers to On Social Marketing and Social Change blog.

• Large COGs of social marketing practice.

• Academic infrastructure development.

Market SWOT

• Larger base of academic health communication

discipline.

• Communication vs social marketing.

• Perception by some that social marketing has run its course.

• National and regional Social Marketing Organizations.

• Community-based social marketing (environment).

• One-off social marketing training programs by numerous individuals and organizations.

• Practitioners and funders looking for education and training resources.

Solution• Collectively solve problems in environment, health and

social welfare.

• Connect people with resources.

• Build collective sense of identity.

• Systematically define practice that is replicable.

• Provide funders and agencies with systematic methods to monitor their portfolios of social marketing projects.

• Integrate approaches (bridge the silos).

• Advocate for social marketing approaches to social and health challenges.

Positioning the Organization

• To busy project managers and staff, the organization is the technical support resource that helps them to achieve more impact better and faster.

• For program and grant managers, the organization provides the tools to develop their field staff, social marketing protocols across the project life cycle and routines for project monitoring and reporting.

The IDEA

• To continually improve the knowledge base and skill level of people who use social marketing in their professional activities to improve the health and social conditions of people around the world.

• With the purpose to create a set of experiences for policy-makers; program planners, evaluators and implementers; and partner organizations that provide them with knowledge and tools to utilize social marketing to improve the health of poor and vulnerable populations

DigitalCommunity

Investors

Universities

NetworkPractitioners

Experts

SocialMarketing

Organization

SponsorshipPresentations

Research ProjectsLeadership Recognition

Leadership Endorsements

Speaking Engagements

Research Opportunities

TrainingInnovationsConsultation

Reality Checks

EducationCertificationsConsultations

Benchmark DataField LaboratoriesResearch Tools &

Support

Development FundingEarly Adopter Advantage

SupportOfferings

Management ToolsBrand Enhancement

Collective Intelligence

ToolsNeeds

ResearchFeedback

Brand EnhancementInnovationsCase StudiesParticipation

Peer Collaboration

ExpertiseFeedback

ParticipationPublications

How-to Guides

EventsAdvocacy

DiscussionsSocial Capital

Sense of Community

SocialImpac

t

A social marketing ecology

Suggested by Craig Lefebvre25 February 2009

Key Elements

• Guidelines for practice that harmonize social marketing practice across contexts, audiences and health and social issues

• A research and evidence-base wiki

• Online education programs

• Sponsorship and convener of e-conferences, technical forums, podcasts, topical blogs

• Technical exchanges and mentoring among experts and peers

• Curate social marketing and selected health communications journals and publications

• Serve as a resource for champions and passionaries to advocate for and educate others on social marketing

Organizing Principles• Social marketing starts from the personal perspectives of the people with

whom we work.

• Social marketing is a well-established professional discipline with a strong academic and practical foundation.

• Social marketing is a systematic approach to large-scale behavior and social change.

• Social marketing is a “community of practice” that is open to all disciplines and types of practitioners and can be applied to a range of environmental, public health, and social issues.

• The development of a professional social marketing organization should be a widely participatory and transparent process.

• A social marketing organization should represent the views of practitioners, organizations, academics, researchers, donors, policy-makers and others who advocate for, practice, and support the use of social marketing applications to address social problems.

Timeline for SMO Development

Sample Work Group Tasks

• Governance Structure/By-laws

• Operations Management

• Representation/Membership

• Brand and Identity/Mission or Sacred Text

• Business Plan/Financial

• Congress Meeting Planning

• Fund-raising

• Incorporation/Legal

• Outreach/Professional Relations

• Marketing and Public Relations

• Education and Training

• Practice Standards/Credentialing

• Social Network Platform

• Nominations

Globally Connected…Locally Engaged.