ignite - social marketing - by j.h.wise
DESCRIPTION
What is Social Marketing?TRANSCRIPT
What is Social Marketing?
Ignite PresentationPresidio Graduate SchoolManagerial MarketingJake H. WiseSpring 2011
What is Social Marketing?
“Framing a discussion appropriately is ‘an ethically significant act.’”R. Frank, “The Impact of the Irrelevant,” The New York Times (May 30, 2010) (D. Kahneman)
“…[D]escription is prescription. If you can get people to see the world as you do, you have unwittingly framed every subsequent choice.”D. Brooks, “Description is Prescription,” The New York Times (Nov. 26, 2010) (Tolstoy)
Social Marketing is Not
Social Marketing is Not
Social Marketing is Not
• All of the above, with the exception of manipulation (or the hard sell), may be tools or attributes of a social marketing campaign
Social Marketing is
1971
Social Marketing is
BEHAVIOR-BASED:AcceptRejectModifyAbandon
Social Marketing is
• Basic principle:→ The new behavior must be seen as having
higher value
Similarities
#1 Customer orientation is critical
Commercial vs. Social Marketing
SimilaritiesCommercial vs. Social Marketing
#2 Exchange theory is fundamental
SimilaritiesCommercial vs. Social Marketing
#3 Marketing research is used throughout the process
SimilaritiesCommercial vs. Social Marketing
• #4 Audiences are segmented– Marketing segmentation offers the
seemingly novel thought that the poor might not all be alike!
Choose one or more segments on which to concentrate efforts and resources
SimilaritiesCommercial vs. Social Marketing
#5 Marketing Mix
SimilaritiesCommercial vs. Social Marketing
#6 Quantifying the gain is key!
DifferencesCommercial vs. Social Marketing
• Commercial aims to sell a tangible product or service; financial gain
• Social aims to sell a behavioral change; societal gain
DifferencesCommercial vs. Social Marketing
• Who is your competitor?
Social Marketing Streams
Upstream or Downstream? Both!
Social Marketing Streams
Upstream: • Influencing policymakers, organizations,
corporations, potential sponsors, educators, physician groups, stakeholders at large
Social Marketing Streams
Downstream: • Influencing your target audience
Societal Good’s Slippery Slope
Who has the privilege of defining “good”?
The Sultan of SWOT?Chief Good Officer?The GoodFather?
Who determines whether the social change created by the campaign is beneficial?
What is the common good baseline?
Societal Good’s Slippery Slope
Up and Out of Poverty: The Social Marketing Solution (P. Kotler, N.R. Lee) Chapter 3
References