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
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?
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”?
Top Related