introduction to social marketing thanks to dr debra basil l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Introduction to Social Marketing Thanks to: Dr. Debra Basil PowerPoint Presentation
Download Presentation
Introduction to Social Marketing Thanks to: Dr. Debra Basil

Loading in 2 Seconds...

play fullscreen
1 / 39

Introduction to Social Marketing Thanks to: Dr. Debra Basil - PowerPoint PPT Presentation


  • 425 Views
  • Uploaded on

Introduction to Social Marketing Thanks to: Dr. Debra Basil. Outline. Social Marketing defined Behavior Management Tools: - Education - Marketing - Law Public Policy Perspectives

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Introduction to Social Marketing Thanks to: Dr. Debra Basil' - Rita


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
outline
Outline
  • Social Marketing defined
  • Behavior Management Tools: - Education - Marketing - Law
  • Public Policy Perspectives
  • Case study: UW traffic reduction
social marketing
Social Marketing
  • Social Marketing applies the principles of marketing to address social problems by influencing behavior change.
  • Social marketing requires:
    • A “customer” focused approach
    • Voluntary behaviour change
    • An exchange
    • Individual or societal benefit (rather than corporate benefit or profit)
what is marketing
What is Marketing?
  • Marketing is the process of planning and executing the product, pricing, promotion, and distribution/placement of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.
  • Social marketing applies these principles to individual behaviour change to benefit individuals and/or society.
carrots sticks promises

Carrots, Sticks & Promises

Based on Rothschild 1999, other works by Dr. Michael Rothschild, the Turning Point Initiative, and work by Dr. Sameer Deshpande

behavior management
Behavior Management
  • Three major classes of strategic tools
    • Education
    • Marketing
    • Force of law
  • What do they share?
    • Spread knowledge
    • Change attitudes
    • Alter behaviors
marketing compared to education and law
Marketing compared to Education and Law
  • Proneness to behave
  • Motivation/Opportunity/Ability
  • Public policy perspective
proneness to behave
Proneness to Behave

Resistant to Behave as Desired

Prone to behave as Desired

Can’t See and Can’t Convey

Self Interest or Benefits

Easy to See or Convey

Self Interest

Need to Manage and Show Benefits

no/weak competition

passive/active competition

unmanageable competition

Education

Marketing

Law

behavior function motivation opportunity ability
Behavior = Function (Motivation, Opportunity, Ability)
  • Motivation:
    • Goal directed arousal
    • Self interest
    • Group norms
  • Opportunity
    • Environment allows behavior
  • Ability
    • Target has skills and proficiency
slide11

MOTIVATION

yes

no

yes

no

yes

no

OPPORTUNITY

ABILITY

prone to behave

unable to behave

resistant to behave

resistant to behave

yes

education

marketing

law

marketing law

unable to behave

unable to behave

resistant to behave

resistant to behave

no

educationmarketing

educationmarketing

educationmarketinglaw

educationmarketinglaw

education vs marketing
Education vs. Marketing
  • Social Benefit vs. Self-interest
  • Get your mumps immunization so that we don’t have an epidemic
  • Get your mumps vaccine because your testicles will really hurt and your friends (you give it to) will hate you
education vs marketing13
Education vs. Marketing
  • Timing & Payback of the Exchange
  • Education typically shows a vague payback at some point in the future, ex: exercise & eat better and you will lower the probability of dying of a heart attack (someday)
  • Marketing shows an explicit and short-term payback, ex: eat this cereal and you will able to fit into that dress for the office Christmas party
public policy perspectives
Public Policy Perspectives
  • Free Choice & Externalities
  • How to balance free choice with control of health cost externalities?
  • What are roles of law, education, and marketing?
  • Example: Helmet laws
slide17

Public Policy Perspectives

  • The Tragedy of the Commons
  • How to balance free choice with control of resource depletion externalities?
  • What are roles of law, education, and marketing?
  • Example: Overfishing
slide18

Public Policy Perspectives

  • Social Dilemmas
  • How to deal with situations in which there is a net benefit to society even though each citizen is inconvenienced?
  • What are roles of law, education, and marketing?
  • Example: One Tonne Challenge
public policy perspective
Public Policy Perspective
  • Education: Clearly free choice
  • Force of Law: Clearly coercive
  • Where does (Social) Marketing fit?
    • Free choice with incentives?
    • Coercively appealing?
    • The pleasure of being targeted is all mine?
case study university of washington s u pass program
Case Study: University of Washington’s U-Pass program
  • Problem: Volume of traffic in Seattle’s University District
  • University of Washington decided to use social marketing strategies to reduce traffic in the district in 1991.
segmentation process
Segmentation Process
  • Identify most relevant variables for segmentation
  • Segment individuals
  • Select target group(s)
  • Select important secondary targets
    • Gatekeepers, influencers
targeting
Targeting
  • Targeting Criteria
    • Segment size
    • Potential/expected growth or decline
    • “Competition”
    • Cost of marketing
    • Fit with org resources/objectives
segmentation and targeting uw program
Segmentation and Targeting: UW program
  • Segmented based on affiliation with UW
  • Segmented based on type of affiliation
    • Faculty and staff
    • Students
  • Targeted all with UW affiliation
    • Different products based on type of affiliation
marketing the four p s
Marketing: The Four P’s
  • Product
  • Price
  • Place
  • Promotion
product
Product
  • Behaviour, service, product being exchanged with the target audience for a price and benefit
  • Must compete successfully against the benefit of the current behaviour
  • Actual product = primary behaviour advocated
  • Augmented product = tangible objects/services to support behaviour
  • Benefits: Positive outcomes occurring from product use
product uw program
Product: UW program
  • Actual product:
    • Alternatives to driving alone
  • Augmented product:
    • U-pass program
    • Increased mass transit service at reduced rates
    • Shuttle service
  • Benefits:
    • Save money (bus pass, parking, etc.)
    • Help environment
price
Price
  • Cost to the target audience of changing behavior
    • Barriers to behaviour change
  • Can be financial, or more often related to other “costs”
    • time
    • effort
    • lifestyle
    • psychological cost
price uw program
Price: UW program
  • Inconvenient
  • Takes more time
  • Less freedom
place
Place
  • Channels through which products or programs are available (access)
  • Move programs or products to places that the audience frequents, in order to ease access
place uw program
Place: UW program
  • Mass transit line (more stops)
  • Home (shuttle service)
  • Campus parking lots (free for carpools)
promotion
Promotion
  • Communicating your offering and the benefits of behaviour change to individuals.
    • Promotional Methods:
      • Advertising, Personal contact, Promotional items/incentives, Publicity (free media), Direct contact
  • What is your message?
    • Be clear and single-minded
promotion uw program
Promotion: UW program
  • “U-PASS: For You and the U”
  • Promotional materials, including posters, brochures, and campus newspaper advertising
  • “Commuter Information Centers”
  • Emphasis on the program’s incentives: lower prices and more commute options
  • Endorsement by University Vice President
incentives and disincentives
Incentives and Disincentives
  • Incentives: Additional enticements offered to encourage trial and use of the product
  • Disincentives: Deterrents introduced to discourage current (undesirable) behaviour
incentives uw program
Incentives: UW program
  • Unlimited usage of mass transit during the month
  • University parking rates increased significantly for single drivers (disincentive)
  • Free parking to faculty and staff carpools
  • Vanpools: Vans picked up and dropped off only 8-15 passengers at or near their homes.
  • Cyclists: New bicycle paths through the University, free bike lockers and racks, free helmet ($5 for staff and faculty) with the purchase of a tune-up
positioning
Positioning
  • Based on PERCEPTION
  • Perceptual map
    • Relative to own products (your other offerings or potential offerings)
    • Relative to competition (behaviour you hope to extinguish)
marketing perceptual map automobiles
Marketing: Perceptual MapAutomobiles

Price

BMW

+

Lexus

Fiat

Camry

Reliability

-

Subaru

+

Esteem

Aspire

-

social marketing perceptual map uw commuting options
Social Marketing: Perceptual MapUW Commuting Options

Cost

+

Driving alone

-

+

Convenience

Mass transit

Carpool

Biking

-

outcomes uw program
Outcomes: UW program
  • Problem:
    • Extreme traffic congestion in the University District during morning and afternoon commutes. Situation affects University students, faculty, and staff plus local residents and workers and creates longer commutes, pollution, and frustration.
  • Desired outcome:
    • Reduce single-occupancy vehicles in U District
  • Measure of success:
    • UW single-occupancy vehicle use decreased from 33% to 23%
    • transit use increased from 21% to 33%