Social Marketing 101 Carmel Pryor, Social Marketing Manager Isaiah Webster III, Director of Capacity Building
Objectives • By the end of this training participants will be able to: • Answer the question “What is social marketing?” • Understand the basic principles of social marketing • Apply the principles of social marketing to other projects, including HIV prevention programs • Understand how social marketing principles were applied to “REALTalkDC” and other social marketing best practices
About MTA & Capacity Building Assistance • Metro TeenAIDS is a community health organization that works with young people to combat HIV/AIDS in the District of Columbia. MTA offers: • Outreach & Education • Youth Drop-In Center (Freestyle) • Clinical Services (HIV/STI screening) • School Services • Social Marketing • Capacity Building & Training
Social Marketing vs. Social Networking • Don’t confuse social marketing with social networking. • Social networking usually refers to using new media to socialize or to network. Examples: Facebook, MySpace, Twitter, YouTube. • Social marketing is used by organizations and companies to promote a product. The product could be a hamburger at McDonald’s or an HIV test at MTA.
Social Marketing Defined • “…A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.” (W. Smith, Academy for Educational Development) • “Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole.” (P. Kotler, et.al., Social Marketing: Improving the Quality of Life)
Social Marketing Defined Question… Answer… • What are the most important concepts in these definitions? • Influence • Target Audience • Voluntarily • Behavior • Societal Benefit
Key Differences Social Marketing IS… Social marketing IS NOT… • A social or behavior change strategy • Most effective when it activates people and communities • Targeted to those who have a reason to care and who are ready for change • Strategic and requires efficient use of resources • Not just advertising • Not a media blitz • A clever slogan • Not about coercing behaviors • through punishment • Not a “one approach” model • Not a quick process
Concepts of Social Marketing • Must be client/consumer/audience centered • Social marketing looks at behavior change from the viewpoint of the consumer • It’s about action! • What do you want people to do? • Focus on enhancing perceived benefits & reducing perceived barriers • Actions will only occur if perceived benefits > perceived costs • Increase or highlight the benefits • Decrease or de-emphasize the barriers • There must be an exchange
Example of Exchange In commercial marketing, you exchange money for a product, but often the marketing “sells” more than the product. An example: You give me… • $1.00 You get… A drink (plus) • A thirst quencher • Good taste • Fun • Youthful feeling • Girl/Boyfriend
Example of Exchange In social marketing the cost/barriers are weighed against the benefits of the desired behavior Potential barriers to condom use • Cost • Embarrassment • Loss of pleasure Possible benefits to condom use • Protection against pregnancy • Protection against HIV/STI • Peace of mind • Sense of control • Hope for the future • Pleasure gained
Activity: Example of Exchange Try it yourself…consider HIV testing Potential barriers to HIV testing Potential benefits to HIV testing
Activity: Examining Social Marketing Campaigns • What do you notice about these campaigns? • Who is the primary audience? • What behavior are they trying to influence? • What’s the benefit to society? • Is the campaign effective?
The 7 P’s – Social Marketing Principles Product Price Place Promotion Physical Evidence Process People
#1 - Product The product is what you are offering and its benefits. • It can be tangible, like a service or behavior, like a condom or HIV testing. • It can be intangible like a feeling of belonging, peace of mind or hope. • Your product must compete successfully against the benefit of the current behavior. • Promote a single, doable behavior, explained in simple terms.
#2 - Price What is the cost/barrier of doing what you are asking? • Ask yourself, “what keeps people from doing what you are asking?” • Identify monetary & non-monetary costs associated with adopting new behavior. • Develop strategies that offer equal or greater benefit than perceived costs.
#3 - Place This refers to the systematic way you will get information and services to the primary audience. • Where and when might people think about your issue? • Where might they be in the right frame of mind to consider your service? • Where can you put information about your service? • Where does your audience already gather?
#4 - Promotion: Creating Messages What do we want to say? • Key message • Attention-getting: stands out among other messages • Connect with something that is important to the audience • Communication objectives • What do we want them to know (think) • What do we want them to believe (feel) • What do we want them to do • What are the benefits Try to pretest messages if possible.
#5 - Physical Evidence How do your marketing materials to look? • 30 seconds test • Focus on external messages and everything the client/customer “sees” including staff • The image you want to convey to your audience about your brand
#6 - Process How do people think and talk about you when you aren’t around? • How is your message different than others? • Attribution Theory • If you could create the ideal impression in the hearts and minds of your customers, what would it be? • What is the “process” by which people interact with your brand/message from start to finish?
#7 - People Do you have the right people? • Who are the people that are responsible for carrying out the marketing message? • Are they right for the job? • People “buy” from people they like, therefore the personal experience with staff should be first-class
‘You Know Different’ background • 5 years • Year 1 • Formative research on social marketing, needs of organizations and focus groups with youth and providers • Built coalition support for pilot campaigns • Year 2 • Brought in social marketing firm to assist with creative and messaging • Had coalitions in Florida, DC and Bronx, NY • Launched 2 week campaigns in each area. • Created website, posters, palm cards and stickers
‘You Know Different’ background • Year 3 • Expanded pilot campaigns to St. Louis, MO/Eastern IL, Memphis, TN, Ft Worth, TX • Introduced two new images • Introduced bracelets • Experienced stigma & homophobia • Year 4 • Made campaign available nationwide • Year 5 • Introduced new image • Introduced webinars • Introduced Facebook campaign
Core Elements Outputs Individual Outcomes Organizational Level Outcomes Community Level Outcomes Impacts Increased knowledge of HIV CTS staff in the provision of HIV CTS services to youth Increase in knowledge of staff in the utilization of social marketing in the promotion of HIV testing services Community Mobilization • Regional coalition • development • Assessment of • organizational capacity • Enhanced relationships • reported among staff of • partnering CBOs Increase in the number of community HIV testing events for youth Increase in the number Of youth who Know their HIV serostatus Organizational Training • Regional CTRS • Training • Diffusion of CTRS • Resource Compendium • Increased knowledge of • HIV CTS staff in provision • of HIV CTRS services to youth • Increase in knowledge and • awareness of HIV CTS staff on • Issues regarding LGBTQ youth • And YMSM Increase in the number of organizational HIV CTS staff trained on issues pertaining to youth and HIV Increase in the number of HIV CTS service providers able to provide culturally appropriate services to youth • Increase in • organizational capacity • to conduct HIV CTS for • youth • Intent to create a • “youth friendly” space • and services • Diffusion of HIV CTS • Protocol • Diffusion of CDC • CTS Youth Prevention • curriculum Increased intent to incorporate youth-specific HIV CTR protocols into existing services Social Marketing Design“You Know Different” campaign strategy and materials Increase in the knowledge of staff in utilization of social marketing in the promotion of HIV Testing services • Increase in # of youth • accessing HIV services • Utilization of social • marketing strategy for HIV • CTS services Youth Health Advisory Council • Recruitment of 5-7 • Youth • Convene 1-2 meetings • per year • Development of peer • recruitment strategy for • campaign • Increase youth involvement • In the YKD campaign • Increase in knowledge and • benefits of targeted • HIV testing recruitment • methods Increase in the leadership opportunities for youth of color Increase in the number of CTRS service providers who are able to reach youth for HIV CTRS services
Mobile Messaging • Cell phones promote behavior change • Youth can access free testing and condoms on their phones Txt NW, SW, SE or NE 2 find free clinics and condoms in your area!Realtalk2 – learn about REALtalkDC events in your area! REALtalk3 - Play the “Get Real ’bout HIV!” quiz!
REALtalkDC New Media Campaign • MTA testing numbers increased by 148% during ad campaign. • 90% of youth tested who saw campaign materials were motivated by the campaign to get tested. • 62.5% of youth tested who saw at least four kinds campaign materials reported that the campaign influenced their decision. • During the five-week campaign, over 4500 text messages sent to REALtalkDC.
Carmel Pryor Social Marketing Manager 202.543.0094 email@example.com • Isaiah Webster III Director of Capacity Building 202.543.0094 firstname.lastname@example.org • www.realtalkdc.org • www.metroteenaids.org CONTACT INFORMATION