Social Marketing

Magdalena Daszkiewicz, Ph.D.

Institute of Marketing
Wroclaw University of Economics

Social marketing key terms and concepts

1.
2.
3.
4.

Social marketing - introduction

Social marketing-mix
Social marketing process
Social marketing planning

What Social Marketing is NOT

Social marketing as a term is still misunderstood
by many and increasingly confused with others.

Social Marketing is NOT Social Media Marketing,

nor does it have anything to do with using
social media channels to promote products, services,
brands, businesses, organizations or engage customers.

However, we can use social media

channels in social marketing campaigns.

What is social marketing?

SOCIAL

MARKETING

The two words social and marketing

can appear to be antagonistic

SOCIAL
Social programs and activities are about
making the world a better place

MARKETING
Commercial-sector marketing is the
process of developing value and wealth
for people who already possess
resources and capital.

Social Marketing - definition

Social Marketing is the application of commercial
marketing principles and tools where the primary
goal is the public good.
Rob Donovan, 2011

Social Marketing is the use of marketing principles and

techniques to promote the adoption of behaviors
that improve the health or well-being of the target
audience or of society as a whole.
Nedra Weinreich, 2011

We Focus on behaviours
Social marketers' objective is
to successfully influence desired behaviours

We want to influence target audiences to do one of

four things:
1. accept a new behaviour
2. abandon an undesirable behaviour
3. modify a current behaviour

4. reject a potentially undesirable behaviour

People must first feel

that they have a genuine problem
You might need to build to build awareness
before going about promoting behaviour change.

People often are aware of the problem

but they think that they are not at risk.

Our competition
In social marketing, the competition is most often:
the current or preferred behaviour of our target
audience
the perceived benefits associated with that
behaviour, including the status quo.
This also includes any organizations selling vor promoting
competing behaviours.

Breast milk
versus
formula

Consider the challenges faced when trying to influence

people to do any of the following:
Give up an addictive behaviour

Change a comfortable lifestyle

Be uncomfortable
Give up leisure time
Establish new habits
Hear bad news
Risk relationships
Reduce pleasure
Learn a new skill
Remember something

We Select and Influence a Target Audience

The important lesson of social marketing is that
there is no such thing as targeting general public

Example: Child abuse

To be effective, specify the audience

for your program as precisely as possible

When we define our target audience we can

refer to specific needs

refer to specific motives for behaviours

use the language of the target group etc.

What characteristics may help you to define

separate segments within your population?
Define a segment which is most easily reachable
or changeable through the social marketing program.

Example:
Users, nonusers and part-time users

SOCIAL MARKETING MIX

Product

The behaviour or offering you want the target audience

to adopt.

Price

The costs that target adopters have to bear and barriers

they have to overcome

Place

The places in which the change is supported and encouraged.

The channels through which consumers are reached with
information, training and our tangible products.

Promotion

The means by which the change is promoted to the target.

4 P - Key questions

Product

How appealing is the offer?

How affordable is it?

Price
How available is it?
Place
Promotion How well known and appreciated is it?

SOCIAL MARKETING MIX

8P

Product

Publics

Price

Partnership

Place

Policy

Promotion Purse strings

Social marketing key terms and concepts

1.
2.
3.
4.

Social marketing - introduction

Social marketing-mix
Social marketing process
Social marketing planning

SOCIAL MARKETING PROCESS

1. Planning
2. Message and materials development
3. Pretesting

4. Implementation
5. Evaluation and feedback
6. Reporting

Social marketing planning

Formative research
Analysis (problem, environment, resources)
Segmentation and selecting the targets
Strategy development

Social marketing planning

The role of marketing research

What information do you need?

What is the problem youre addressing?

What is the context in which problem exist?
Who can be your target audience?

How does the audience think and behave

as related to the problem?
How can you best reach your target audience?

What information do you need?

What product can you offer that will appeal to your target audience?

What are the barriers keeping your target audience from taking
the action?
How can you best reach your target audience?
What is the best social marketing-mix?

You most likely will need to use a combination of

secondary and primary research

Secondary research
Gather information through secondary research. Use data from
studies already conducted by other researchers and
organizations (articles, databases, books, unpublished studies)

Primary research
Data You collect Yourself (surveys, focus groups, in-deph
interviews, observational studies).
Primary research does not have to be difficult and expensive

Social marketing planning

Young drivers how to use marketing

research for social campaign planning

Social marketing planning

SOCIAL PROBLEM ANALYSIS

1. Child abuse
2. Drug addiction
3. Road safety
4. Childhood obesity

ANALYZING THE ENVIRONMENT

Social, economic or demographic trends or factors affecting the

environment in which your program will take place

The political climate in relation to the topic

Policies, laws or pending legislation that might affect the target

audience of the social program

Potential opponents (Who can be against the program?)

Potential allies (Who can support your program?)

Competitive messages (What massages will compete with the

program for the attention of your audience?)

Social campaigns
different issues, different targets, different creations

Literature:
1) Lee N.R., Kotler Ph.: Social Marketing: Influencing behaviours for Good.,
Sage Publications, Inc., Thousand Oaks; 2011;
2) Weinreich N.K.: Hands-on Social Marketing. Sage Publications Inc.,
Thousand Oaks, 2011
3) Hastings G.: Social Marketing. Why should the devil have all the best tunes?
Elsevier/ Butterworth-Heinemann 2007
4) French J., Merritt R., Reynolds L.: Social Marketing Casebook. Sage
Publications Ltd., London 2011
5) Szlachetna propaganda dobroci czyli drugi tom o reklamie spoecznej (ed. P.
Wasilewski), Wasilewski, Krakw 2007
6) Daszkiewicz M.: Spoeczne oblicze marketingu (Social face of Marketing),
in: Tosamo i wizerunek marketingu w Polsce (ed. R. Niestrj), PWE
Warszawa 2009