Using Social Marketing To Create Change For Good
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Transcript of Using Social Marketing To Create Change For Good
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Nedra Weinreich
Change for Good:Using Social Marketingto Make a Difference
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Starbucks
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Immunizations
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Educationdo it because
you should
Coerciondo it because
I say so
Marketingdo it because it will
help you be the
person you want
to be
http://www.flickr.com/photos/mabi/2086498747
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Social Marketing
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Truth Campaign
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The Ten
Commandments of
Social Marketing
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1. Talk with your audience.
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…and listen!
Photo Credit: http://www.flickr.com/photos/niclindh/1389750548/
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2. Segment your audience.
Photo Credit: http://flickr.com/photos/salerie/2424048224/
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There is no such thing as
“marketing to the
general public.”
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Which segments to choose?
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Targets of Opportunity
Targets of Risk
Most Likely Segments
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3. Position your product.
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What is the specific behavior?
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Find the benefits that click.
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Make it fun!
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4. Make it easy.
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5. Go to where your audience is.
Credit: http://flickr.com/photos/nertzy/29885842/
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Aperture
Right
Time
Right
Place
Right
Message
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6. Use a variety of approaches.
Created by b2b Contact Marketing Ltd.
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“This poster is made of soap. Use it to
wash your hands.”
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7. Use Models that Work.
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Precontemplation
Contemplation
Preparation
Action
Maintenance
Stages of Change
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8. Test, test, test.
http://www.flickr.com/photos/ivt-ntnu/4597633169
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Credit: http://flickr.com/photos/ebolasmallpox/1716084045/
9. Build Partnerships with Key Allies.
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10. See what you can do better next time.
http://www.flickr.com/photos/tonynewell/3840027061/
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In the factory, we make cosmetics.
In the drugstore, we sell hope.
Charles Revson
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Credit: http://flickr.com/photos/blampert/2119535732/
Customers buy for their reasons, not yours.
-Orvel Ray Wilson
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Questions?
Photo: http://www.flickr.com/photos/oberazzi/318947873/
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Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
Phone 310.286.2721
Twitter @Nedra