The Convergence of Social Marketing Worlds

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Information about The Convergence of Social Marketing Worlds

Published on November 18, 2008

Author: rcraiglefebve

Source: slideshare.net

Description

Keynote presentation at the World Social Marketing Conference 2008

The Convergence of Social Marketing Worlds World Social Marketing Conference 29 September 2008

Social Marketing: Common Beginnings?

Their Progress Developing World Family planning Infectious diseases Sales Products (Branding) Services (Franchising) Focus on price Developed World Chronic diseases Risk Behaviors Behavior change Communication Focus on barriers

Developing World

Family planning

Infectious diseases

Sales

Products (Branding)

Services (Franchising)

Focus on price

Developed World

Chronic diseases

Risk Behaviors

Behavior change

Communication

Focus on barriers

The Common Challenges Working towards equity Shifting from individuals to networks and communities Creating comprehensive approaches Developing scalable solutions Achieving sustainability

Working towards equity

Shifting from individuals to networks and communities

Creating comprehensive approaches

Developing scalable solutions

Achieving sustainability

To: Social Marketers You may be heading here.

You may be heading here.

Failure to Engage Research establishment Policy-makers Economists and social scientists Business thought leaders Dissemination has been nobody’s job.

Research establishment

Policy-makers

Economists and social scientists

Business thought leaders

The Missing Social Market

There were markets on the African continent before one colonist set foot on the ground” – George Ayitteh

What is Social Marketing? Focused on markets, their wants and needs, aspirations, lifestyle, freedom of choice Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs Designing products, services and behaviors that fit their reality (compatibility) Realigning incentives and costs for products, services and behavior change (relative advantage and risk) Creating equitable opportunities and access (trialability) Communicating change in literate, culturally relevant and ubiquitous ways (communicability)

Focused on markets, their wants and needs, aspirations, lifestyle, freedom of choice

Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs

Designing products, services and behaviors that fit their reality (compatibility)

Realigning incentives and costs for products, services and behavior change (relative advantage and risk)

Creating equitable opportunities and access (trialability)

Communicating change in literate, culturally relevant and ubiquitous ways (communicability)

The Social Marketing Idea The Marketing Mix PSB design and features Price incentives and costs Place access and opportunities Promotion communications and experiences R. Craig Lefebvre, 2008 Products, Services And Behaviors [PSB] Brand Personality Positioning Target Behavior Determinants Context Consequences Relevance The Audience BENEFIT

The Marketing Mix

PSB

design and features

Price

incentives and costs

Place

access and opportunities

Promotion

communications and experiences

Products, Services

And Behaviors [PSB]

Brand

Personality

Positioning

Target Behavior

Determinants

Context

Consequences

Relevance

The Solution Stop talking about it and start working together as a community.

Stop talking about it and start working together as a community.

Moving Forward Market creation (aka demand generation, finding consumers) Sustainable markets (aka sustainability, community ownership) Serving the BOP market (aka reducing disparities, equity) Total Market Approach (aka unusual partnerships, large scale change )

Market creation (aka demand generation, finding consumers)

Sustainable markets (aka sustainability, community ownership)

Serving the BOP market (aka reducing disparities, equity)

Total Market Approach (aka unusual partnerships, large scale change )

 

 

A Global Social Marketing Platform Goal: To continually improve the knowledge base and skill level of people who use social marketing in their professional activities to improve the health and social conditions of people around the world. Purpose: Create a set of experiences for policy-makers; program planners, evaluators and implementers; and partner organizations that provide them with knowledge and tools to utilize social marketing to improve the health of poor and vulnerable populations.

Goal: To continually improve the knowledge base and skill level of people who use social marketing in their professional activities to improve the health and social conditions of people around the world.

Purpose: Create a set of experiences for policy-makers; program planners, evaluators and implementers; and partner organizations that provide them with knowledge and tools to utilize social marketing to improve the health of poor and vulnerable populations.

Global Social Marketing Platform Guidelines for practice A research and evidence-base wiki Online education programs Sponsor of e-conferences, technical forums, podcasts, topical blogs Technical exchanges and mentoring among experts and peers Curate social marketing and selected health communications journals and publications Serve as a resource for champions and passionaries to advocate for and educate others on social marketing

Guidelines for practice

A research and evidence-base wiki

Online education programs

Sponsor of e-conferences, technical forums, podcasts, topical blogs

Technical exchanges and mentoring among experts and peers

Curate social marketing and selected health communications journals and publications

Serve as a resource for champions and passionaries to advocate for and educate others on social marketing

 

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