(SOCIAL) MARKET SEGMENTATION:

By: Mark Raygan E. Garcia

Finding the Grooves in Knowing what Moves

(Tweaked for the seminar-workshop “Preserving and Sharing Local Knowledge of and Indigenous Practices in Coastal Resource Management using Digital Tools”)

What is social marketing?

Application of multidisciplinary principles and techniques approach to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individual, groups, organizations or society as a whole.

Definition from ADB’s Knowledge Solutions

What is market segmentation? It is dividing your (aggregate) market

into sub-groups, in consideration of the following: While they may have the same needs, they

have different views of how their needs can be met.

Factors such as experience, age, culture, socio-economic orientation, comprehension levels, geographic accessibility are among those that influence actions and decisions.

It is a component of social marketing.

What is (social) market segmentation?

A deliberate and carefully planned attempt at collective change, drawing on an individual appreciation of different factors that affect behavior, actions, and decisions.

A capitalization of varying strengths, weaknesses, limitations, and preferences of your target markets, in achieving a common direction.

An analysis of the part in relation to the whole.

(Social) Market Segmentation

C

B

C

A

Community vis-à-vis Problem

E

IECD

Diagram Explained

Triangles = Target markets While different, they hold the same relevance (size)

in relation to the desired overall change Arrows to Triangles = Customized IEC

interventions Manner, form, “pace” of interventions depend on

distinct characteristics (profile) of target markets Horizontal Line = Point of Common

Understanding Build up of ownership; “we”, “ours” mindset

Single Arrow to Hexagon = Collective Change Shared social responsibility; communal

accountabilities

Market Segmentation Grooves Geographic

Location, Climate (i.e. coastal, upland, urban, rural) Demographic

Gender, Age, Income, Educational Attainment, etc. Psychographic

Attitudes, Interests, , Beliefs, Lifestyle, Personality Behavioristic

Usage / Utilization Rate, Loyalty

Quick Mental Exercises

Profile 1: Maria 22 years old; elementary graduate Married to a fisherman; with 5 kids Lives in Bario Kalasangan (no electricity)

Issue: Dynamite fishingAssumption: Women hold influence over their husbandsMessage: ?

Channel 1: for Maria? Channel 2: for other stakeholders (elevate discourse)?

Quick Mental Exercises

Profile 1: Maria 22 years old; elementary graduate Married to a fisherman; with 5 kids Lives in Bario Kalasangan (no electricity)

Issue: Dynamite fishingAssumption: Women hold influence over their husbandsMessage: Alternative fishing methods yield more catch

Channel 1: Radio, “town hall” discussions, community theater

Channel 2: Net, media (elevate discourse; widen reach)

Quick Mental Exercises

Profile 2: Juan 18 years old; college student Parents are doctors Familiar with the computer and the Net; has Facebook,

etc.

Issue: Dynamite fishingAssumption: Student apathy results from lack of

opportunities of participation Message: ?

Channel: ?

Quick Mental Exercises

Profile 2: Juan 18 years old; college student Parents are doctors Familiar with the computer and the Net; has Facebook, etc.

Issue: Dynamite fishingAssumption: Student apathy results from lack of

opportunities of participation Message: Marine biodiversity affects living conditions

(CC)

Challenge: Social networks (FB, blogs, , YouTube, websites)

Social Marketing Moves

Corporate Marketing = Satisfy Shareholders | Social Marketing = Improve Quality of Life

“Exchange Analysis” (cost-benefit analysis) What is there for me? (financial, physical, social) “Price is the cost on barriers the target audience

faces in changing its behavior”. (time, effort, lifestyle, psychological, emotional)

IEC facilitates the process of: promoting (acceptance), preventing (rejection), retaining, replicating behavior

Notes from ADB’s Knowledge Solutions

Let’s Connect

E-mail markraygan@yahoo.com Website www.smarkideas.com Facebook www.facebook.com/markraygan Twitter www.twitter.com/smark_ideas Slideshare

www.slideshare.net/smarkideas3982

ADVOCACY MEDIA

By: sMARK_ideas

Achieving Knowledge Replication Through Technology

TERMS

ADVOCACY An affiliation with an issue/concern based

on: Experience Culture Conscience

MEDIA A tool of expression, communication, and

connection Use of technology

Media

Broadcast (TV, radio) Print (newspapers, magazines)

NEW / INTERNET MEDIA Social Networks

Facebook, Twitter, YouTube, blogs, forum/dialogue sites, other user-generated programs

ADOCACY WRITING

Finding an advocacy Creating ACTIVE knowledge (vs.

passive) about that advocacy Something that inspires Something that connects Something that facilitates reflection Something that builds up self-worth Something that suggests inclusion Something that moves people to action

ADVOCACY WRITING PHASES

Knowledge Generation (3-Face Perspective) Knowledge Consumption (Communication

Tools) Knowledge Replication (Ownership)

Phase 1

Knowledge Generation (writing) ME Perspective

Appeals to self Personal-driven

THEY Perspective Open-minded & Receptive of others

Audience-inspired

WE Perspective Proactive & Optimistic

Team-oriented

Phase 2

Knowledge Consumption (communication tools) Facilitating awareness, understanding, and

support Audience Analysis

Accessibility (geographical, technological) Language (content: tone/emotion, dialect,

textual/graphical/video) Lifestyle (relevance, availability, approach) Age (children, teenagers, adults)

Phase 3

Knowledge Replication (ownership)

Achieving CREDIBILITY / TRUST= Knowledge Generation + Knowledge Consumption

Gauge: Against (personal/org) goals/objectives Answer: “Did it touch them?” Consider:

Increased awareness (inquiries up; debate) Increased support (financial or in kind) Increased partnership Interest to adopt, repeat/replicate

Logical Progression of Effects Oh, really? REACTION How come? CURIOSITY Hmm… THINKING What can I do?

CONSCIOUSNESS We need to act. ADVOCACY

Let’s Connect

E-mail markraygan@yahoo.com Website www.smarkideas.com Facebook www.facebook.com/markraygan Twitter www.twitter.com/smark_ideas Slideshare

www.slideshare.net/smarkideas3982