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What is social marketing?

NOT social media marketing NOT cause related marketing NOT sustainability marketing NOT NGO MARKETING

Purely, use of marketing techniques and tactics to achieve a specific behaviour or social good Early on it was mainly used as “Public Serviced Announcements” now its developed into more strategic and long term thinking

-­‐  Tex%ng  and  Driving    -­‐  Sexual  Harassment    

What is the end goal? •  No “financial” end goals it can be purely

to encourage the “social good”/behaviour

•  Not all public sector or NGO sector uses social marketing

Difference between “commercial marketing” and social marketing is that social marketing deals with never selling a product but a cause and changing long term behaviours in target population

1.  One-time messages without a follow up campaign (too focused on promotions)

2.  No tools or process in place to help actually make behavioural change

3.  Focuses on products rather then cause

4.  Not targeted nor demonstrating the real consequences of failure to adhere to behaviour

How can we improve social marketing?

What about a best case practice?

Embrace Life (2010) •  British public information film made for

Sussex Safer Roads Partnership •  Distributed through YouTube and various

social networking sites •  Top rated YouTube films of all time in the

education category

Embrace Life (2010) •  Invoking human emotions

by focusing on life instead of graphically shocking scenes

•  Various imageries used to reinforce the value of life

•  Environment is universal which removes any cultural barriers

Success to Social Marketing The Dragonfly Model by Professor Jennifer Aaker

1.  The clarity of a single, focused goal 2.  Making people look (doing

something unexpected) 3.  Telling a story 4.  Architecting ways for others to

follow and act

Discussion Questions 1.  Do you think social marketing is

effective? 2.  Can you think of an examples of good

social marketing campaigns? 3.  What do you think needs to be

improved in order to shift real behavioural change in people?

4. Do you think that it’s more effective to use a graphic scare tactic or something that evokes a more positive emotional response? 5. What do you think about social marketing done by for profit companies? Is it a PR maneuver or genuine concern for “social good”?

Thank you!