Social marketing
This presentation is the property of its rightful owner.
Sponsored Links
1 / 31

SOCIAL MARKETING PowerPoint PPT Presentation


  • 194 Views
  • Uploaded on
  • Presentation posted in: General

SOCIAL MARKETING. applications in public health. Dr Babar T Shaikh The Aga Khan University, Karachi, Pakistan. SOCIAL MARKETING. Enabling Objectives: To learn the basic concepts of social marketing to understand ways of performing social marketing in developing countries

Download Presentation

SOCIAL MARKETING

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Social marketing

SOCIAL MARKETING

applications in public health

Dr Babar T Shaikh

The Aga Khan University, Karachi, Pakistan


Social marketing1

SOCIAL MARKETING

Enabling Objectives:

  • To learn the basic concepts of social marketing

  • to understand ways of performing social marketing in developing countries

  • To learn four Ps of social marketing


Social marketing2

Social Marketing

Performance Objectives:

By the end of the presentation, learners will be able to

  • conceptualize basic concepts of social marketing

  • understand its important components

  • apply the knowledge in medical practice


What is social marketing

What is Social Marketing?

It is a marketing strategy modeled after corporate marketing, used by health professionals to develop successful health messages.


Social marketing3

Social Marketing

  • What makes social marketing different than other social change strategies?

  • How is it different from what you are doing right now?


Social marketing4

Social Marketing

Key concepts

  • Uses commercial marketing technologies and theory

  • Brings about voluntary behavior change

  • Targets specific audiences

  • Focus is on personal welfare and that of society


Social marketing5

Social Marketing

Potential Applications

  • Promote healthy behavior

  • Promote services

  • Increase utilization rates

  • Improve customer satisfaction

  • Enhance compliance


Social marketing6

Social Marketing

Social Marketing’s Popularity

  • It works by bringing about behavior change

  • More cost effective

  • Reaches larger numbers


Social marketing7

Social Marketing

Distinguishing Features of Social Marketing

  • Exchange theory

  • Consumer orientation

  • Data based decision making

  • Competition

  • Willingness to change offer


Social marketing8

Social Marketing

# 1 Consumer Orientation

  • Understand consumer perceptions

  • Which benefits they find attractive

  • Costs or barriers that deter them


Social marketing9

Social Marketing

Put Simply, Consumer Orientation Means

  • Understand what they want and need

  • Respond to their wants and needs


Social marketing10

Social Marketing

#2 Exchange Theory

  • Exchange time and effort for benefits

  • Make an attractive offer

  • Create an awareness that the problem exists

  • Demonstrate the product’s benefits

  • Help lower the price


Social marketing11

Social Marketing

#3 Data Based Decision Making

  • Logical model for planning

  • How you plan to help

  • What you will help them to do

  • Which factors you must address

  • Data based decision making


Social marketing12

Social Marketing

#4 Competition

  • Marketers keep a steady eye on the competition

  • Marketers position products relative to the competition


Social marketing13

Social Marketing

#5 Willingness to Change Offer

  • Committed to designing products consumers want

  • Committed to modifying programs

  • Committed to addressing facts that influence their behavior


Social marketing14

Social Marketing

Traditional Approach to Health Education Messages

Top Down Planning

  • Expert driven

  • Best practices

  • Literature review


Social marketing15

Social Marketing

In Other Words…

  • We will tell you what you need and want (expert driven)

  • Offer everyone same product, price, place and promotion


Social marketing16

Social Marketing

Social Marketing Uses A Interdisciplinary Approach

  • Social anthropology

  • Behavior psychology

  • Communications

  • Education

  • Commercial Marketing


Social marketing17

Social Marketing

Demographics

  • Age

  • Gender

  • Ethnicity

  • Geographical area

  • Education level


Social marketing18

Social Marketing

Psychographics

  • Attitude toward new behaviors (early vs. Late adopters)

  • Types of people who share similar hopes, concerns, or who they admire

  • Aspirations, personality types, lifestyles

  • Willing to take risks and try new behaviors

  • Tend to follow the crowd


Social marketing19

Social Marketing

Commercial Marketing

  • Satisfying customer needs and wants

  • Process for individuals and groups to obtain what they need and want by creating/ exchanging products and value with others


Social marketing20

Social Marketing

Marketing

  • Audience segmentation

  • Product development

  • Pricing

  • Testing

  • Distribution


Social marketing21

Social Marketing

Segmentation:Marketing Model

  • Marketers know they can’t appeal to all buyers in the same way

  • Political marketers: who do they try to reach?

  • Coca cola: what proportion of market do they try to reach?


Social marketing22

Social Marketing

Segmentation Strategy

  • Divide heterogeneous group in homogenous subgroups

  • Identify targets of opportunity

  • Identify subgroups to respond to same offer

  • Design interventions effective for each segment


Social marketing23

Social Marketing

The Four P’sof Social Marketing

ProductPrice

PlacePromotion


Social marketing24

Social Marketing

Product

What we’re offering people:

  • Service

  • Behavior

  • Commodity (tangible goods)


Social marketing25

Social Marketing

Product Must Be

Solution to a problem:

  • Benefits

  • Unique

  • Competitive

    Real:

  • Defined in terms of the user’s beliefs, practices, and values


Social marketing26

Social Marketing

Price

The cost of adopting the product:

  • Money

  • Time

  • Pleasure

  • Loss of self-esteem

  • Embarrassment


Social marketing27

Social Marketing

Place

Channels for information:

  • Where service is provided

  • Where information is received

  • Where tangible product is purchased

  • Available

  • Easy to find and use

  • Appropriate

  • Timely


Social marketing28

Social Marketing

Promotion

Message design elements:

  • Type of appeal

  • Tone

  • Spokesperson


Social marketing29

Social Marketing

Social Marketing Works!

  • It brings about behavior change

  • More cost effective by reaching larger numbers


  • Login