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Presentation 4.4: Social Marketing

Presentation 4.4: Social Marketing. Outline. The challenge What is social marketing The theory The process The tools The exercise Summary. Introduction. Some interface issues require urgent action Effective communication tools can change behavior, if carefully implemented.

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Presentation 4.4: Social Marketing

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  1. Presentation 4.4: Social Marketing

  2. Outline • The challenge • What is social marketing • The theory • The process • The tools • The exercise • Summary

  3. Introduction • Some interface issues require urgent action • Effective communication tools can change behavior, if carefully implemented

  4. The Challenge • Interface issues require citizen action to resolve • wildfire, water and energy conservation, exotic plants, waste management, climate change, etc. • Citizens may be concerned but not knowledgeable about what to do • Action is non-existent, not coordinated, or not effective

  5. What can help? • Education can help lay a foundation of greater awareness and knowledge • Persuasive communication campaigns can prompt action • Social marketing strategies can reduce barriers, change perceptions, build a new social norm

  6. When and wherefore • When agencies work within their mandate – protect endangered species, provide clean water, and • When the solution is not controversial, or • When the community agrees to the solution Social marketing strategies may be useful

  7. Social marketing • Using product-marketing strategies to promote ideas like health and conservation • Influencing a target audience to voluntarily accept, reject, or modify an action • For the benefit of individuals, groups, or society as a whole

  8. Common examples • Drunk driving • Drug usage • HIV/AIDS • Smoking • Child immunization

  9. Engine idling • Idling cars at bus stops and schools create air pollution • Face-to-face conversations on-site provided information cards and asked people to participate • Put a sticker on your window • Turn your engine off

  10. Clean marina • Tank clean-out procedures • Oil recycling facilities • Garbage pickup • Flags indicate participating marinas; they get more business

  11. UF water quality • Stream cleanup • Car maintenance • Street drains • Lawn care • Stickers on storm-water drains

  12. Be Bear Aware • Increasing knowledge and awareness • Changing behavior • Storing and putting out trash for pickup • Garbage cans • Storing pet food • Fencing

  13. What helps you change a behavior?

  14. What helps you change a behavior? • If others do it too? • If you have enough information? • If someone asks you to? • If you know your effort will be effective? • If you care about it? Which factors are more important and does that change with the behavior?

  15. Theory of Planned Behavior

  16. What you know about the behavior and its consequences What other people think about the behavior Whether you can do the behavior How you feel about the behavior and its consequences How much you care about what others think about behavior Whether your actions will make a difference Theory of Planned Behavior Beliefs Attitudes

  17. So what matters? Information • What people know about behavior & consequences • How they feel about behavior & consequences • What “important others” think about the behavior and how much they matter • Perceptions of whether I can do it, and do it well enough Prompts Opinion Leaders Interaction with Others Stories Models

  18. The process • Select behavior and audience • Understand barriers and attitudes • Develop messages and reduce barriers • Pilot test messages • Implement and monitor With community participation

  19. Understand the barriers • Find out what barriers prevent the behavior • misconception? • resources? • Work to overcome them • Provide presentations, fact sheets, or news articles to change misconceptions • Provide tool exchange to provide resources

  20. The Tools Poster from Naperville High School Breaking Free Program

  21. Incentives can be effective • Monetary incentives • Help if the financial burden is large, particularly for one investment • Are usually unsustainable • Incentives like recognition, status, award • Help raise awareness and build community support Kentucky’s Spring Cleanup Week includes a poster contest for schools

  22. Use all the good reasons • One reason to change a behavior is not better than others • Different people care about different reasons Plant native plants: Good for hummingbirds, good for water quality, good for ecosystem, good for family, pretty to look at …

  23. Use community leaders • Find the leaders • Work with them to understand the barriers and identify likely solutions • Ask them to help convey the information or solutions Community leaders may convey your message better than you can

  24. Create social learning • People are social organisms; we learn from others • Being part of a community is important • Build a community norm for change Design programs that have workshops, demonstrations, festivals, work parties

  25. Modeling is effective • Models help people • Know that others are doing the behavior • See how the behavior could be done • Realize the results Use demonstration areas, testimonials, case studies, and examples to model new ideas

  26. Provide a prompt • If people understand the issue and want to make a change, but just forget • Provide a short phrase at the point where they need the reminder • Stickers • Signs • Magnets

  27. Ask for commitment • People who make a commitment to take an action are more likely to do so. • They need to understand why and agree that it is worth doing. Provide information and then ask for their participation!

  28. Exercise 4.10: Understanding Social Marketing

  29. Exercise 4.10 Directions • In small groups, use the information on your cards to complete the task • Do not show your card to anyone • Design a campaign to achieve one of these goals

  30. Exercise 4.10 Discussion Questions • Which tool is best suited for which goal? Why? • What other variables might be needed to decide which tool is best? • How did leadership develop in your group? • How effective were your communication skills?

  31. Summary • Behavior and communication theories can be used effectively in community campaigns to change conservation behavior • Engage community leaders • Use prompts, modeling, commitment, incentives, and other tools • Monitor results and provide feedback

  32. Credits • Slide 1: Worldways social marketing • Slide 4: Stan Kirkland, FWCC • Slide 7: Kotler, Roberto, and Lee. 2002. Social marketing: Improving the quality of life. Thousand Oaks CA: Sage Publications. • Slide 8: AIDS Project Los Angeles • Slide 9: Environment Canada • Slide 10: Florida DEP • Slide 11, 18, 22, 25: Martha Monroe • Slide 12: Be Bear Aware Campaigns (Nat’l and FL) • Slide 15: IcekAjzen, Univ of Massachusetts • Slide 24: Meridian Group International • Slide 26: Prince Edwards Island Campaign

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