What is Social Marketing?

Ignite PresentationPresidio Graduate SchoolManagerial MarketingJake H. WiseSpring 2011

What is Social Marketing?

“Framing a discussion appropriately is ‘an ethically significant act.’”R. Frank, “The Impact of the Irrelevant,” The New York Times (May 30, 2010) (D. Kahneman)

“…[D]escription is prescription. If you can get people to see the world as you do, you have unwittingly framed every subsequent choice.”D. Brooks, “Description is Prescription,” The New York Times (Nov. 26, 2010) (Tolstoy)

Social Marketing is Not

Social Marketing is Not

Social Marketing is Not

• All of the above, with the exception of manipulation (or the hard sell), may be tools or attributes of a social marketing campaign

Social Marketing is

1971

Social Marketing is

BEHAVIOR-BASED:AcceptRejectModifyAbandon

Social Marketing is

• Basic principle:→ The new behavior must be seen as having

higher value

Similarities

#1 Customer orientation is critical

Commercial vs. Social Marketing

SimilaritiesCommercial vs. Social Marketing

#2 Exchange theory is fundamental

SimilaritiesCommercial vs. Social Marketing

#3 Marketing research is used throughout the process

SimilaritiesCommercial vs. Social Marketing

• #4 Audiences are segmented– Marketing segmentation offers the

seemingly novel thought that the poor might not all be alike!

Choose one or more segments on which to concentrate efforts and resources

SimilaritiesCommercial vs. Social Marketing

#5 Marketing Mix

SimilaritiesCommercial vs. Social Marketing

#6 Quantifying the gain is key!

DifferencesCommercial vs. Social Marketing

• Commercial aims to sell a tangible product or service; financial gain

• Social aims to sell a behavioral change; societal gain

DifferencesCommercial vs. Social Marketing

• Who is your competitor?

Social Marketing Streams

Upstream or Downstream? Both!

Social Marketing Streams

Upstream: • Influencing policymakers, organizations,

corporations, potential sponsors, educators, physician groups, stakeholders at large

Social Marketing Streams

Downstream: • Influencing your target audience

Societal Good’s Slippery Slope

Who has the privilege of defining “good”?

The Sultan of SWOT?Chief Good Officer?The GoodFather?

Who determines whether the social change created by the campaign is beneficial?

What is the common good baseline?

Societal Good’s Slippery Slope

Up and Out of Poverty: The Social Marketing Solution (P. Kotler, N.R. Lee) Chapter 3

References