Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Semelhante a digital marketing
Semelhante a digital marketing (20)
Último
Último (20)
digital marketing
- 1. National Training Collaborative for Social Marketing Session Two Overview of Social Marketing
- 2. Session Objectives Define Social Marketing Name five distinctive features of the social marketing approach Name the steps that comprise the social marketing process
- 3. Definition of Social Marketing “Social Marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society” -Andreasen
- 4. Distinctive Features Consumer orientation Use commercial marketing technologies and theory Voluntary behavior change Targets specific audiences Focus is on personal welfare and that of society
- 5. Potential Applications Increase utilization rates Improve client satisfaction Improve job satisfaction Enhance compliance
- 6. Traditional Approaches Top down planning Expert driven Education Persuasion Behavioral modification
- 7. Traditional Approaches Focusing on the “hard to reach” leads to these questions: What is wrong with them? Why don’t they understand this? Why won’t they do what we are telling them to do?
- 8. Social Marketing Mind Set What is wrong with our programs? What do we need to offer them to offset their costs? What would make our product more attractive than the competition?
- 9. Consumer Orientation Understand consumers’ perceptions Benefits Barriers Self efficacy Social norms
- 10. Exchange Theory Exchange time and money for benefits Make an attractive offer Create an awareness that the problem exists Demonstrate the product’s benefits Help lower the price
- 11. Competition They can go somewhere else They can do something else They must find your offer more attractive
- 12. Data Based Decision Making Know your audience: what they want and need Identify the specific BEHAVIOR to promote Identify factors that influence their behavior Design effective interventions
- 13. Willingness to Change the Offer Committed to designing products consumers want Committed to modifying services Committed to monitoring their wants and needs
- 14. Interdisciplinary Approach I. Commercial marketing II. Social anthropology III. Behavioral psychology IV. Communication theory V. Education
- 16. Product What we’re offering people: Commodity (tangible good or service) Idea Attitude Behavior Service
- 17. Product Must Be: Solution to a problem Unique Cognizant of the competition Defined in terms of the user’s beliefs, practices, and values
- 18. Price The cost of adopting the product: Money Time Pleasure Loss of self esteem Embarrassment Others
- 19. Place or Channels Where tangible products are purchased Where service is provided Media aspect Delivery of message Frame of mind Where people will act
- 20. Important Considerations for Place: Available Easy to find and use Appropriate Timely
- 21. Place Where Decisions Are Made Healthcare settings Family / Friends Advertising reminders
- 22. Promotion Creation of educational messages that are memorable and persuasive Message design elements Type of appeal Tone Spokesperson Aperture
- 23. Politics Consider secondary and tertiary audiences
- 24. Six Traditional Steps I. Initial planning II. Formative research III. Strategy formation IV. Program development V. Program implementation VI. Tracking and evaluation
- 25. Initial Planning Use existing data Use planning model to make preliminary decisions Sources of existing data Form estimates
- 26. Formative Research Identify potential target audiences Determine differences between groups Understand consumers’ wants and needs Identify factors that influence behavior
- 27. Strategy Development Select target audiences Set behavioral objectives for each segment Design interventions to address behavioral determinants
- 28. Comprehensive Strategy Product strategy Pricing strategy Placement strategy
- 29. Message Design Guidelines Audience: to whom the message is addressed? Behavioral objective: what you are asking them to do? Benefits: what they will get if they do it? How can you support the promise?
- 30. Campaign Development Materials development and pretesting Professional training materials Develop system for monitoring and tracking progress
- 31. Program Implementation Coordination Sustainability Training and motivation Distribution of materials Dissemination of information
- 32. Tracking and Evaluation Collect information on project progress Use tracking information to make needed mid-course revisions Assess program impact and cost- effectiveness Use findings to identify new problems that require replanning
- 33. Summary It uses a systematic model to plan effective interventions Based on understanding the consumer Behavior is the bottom line Decisions based on data
- 34. Programs You Are Planning To Implement Target audience: who do you hope to reach? Behavioral objectives: what will you help them to do? Behavioral determinants: what influences their behavior? Interventions: what activities will you design and implement?
Notas do Editor
- Session 2, Overview of Social Marketing This session focuses on providing an overview of the social marketing approach.
- At the end of this session, participants should be able to: Define Social Marketing. Name five distinctive features of the social marketing approach. Name the steps that comprise the social marketing process.
- The definition of social marketing that we borrow from Andreasen is, “social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society.”
- As you listen to this overview of social marketing think about what makes social marketing different from other social change strategies. Also consider how social marketing is different from what you are doing right now. The first distinctive feature of social marketing is consumer orientation. As social marketing researchers, we are looking to completely understand our consumer and to respond to their wants and needs. We use traditional commercial marketing technologies and theory. However, our purpose is to influence rather than coerce, so another key component of social marketing is voluntary behavioral change. Additionally, social marketing targets a specific audience. Rather than designing a health behavior change program that is for everyone, we seek to identify that portion of the population where we are most likely to have success. Those are the people most willing and able to change at that time of our social marketing campaign. Our materials or interventions will be targeted specific toward this audience. Finally, as opposed to profit driven commercial marketing, social marketing focuses on the personal welfare of individuals and of society.
- There are numerous applications for social marketing beyond behavior change. Some of these include increasing utilization rates, improving client satisfaction, improving job satisfaction among employees, or enhancing compliance for specific licensing credentials.
- In most traditional approaches to health behavior change, planning is done using the top down approach. Health experts or professionals decide what healthy behavior is and present it to a particular audience. It is expert driven on the knowledge and expertise of health professionals. The focus of a traditional approach is typically more on education than on increasing knowledge among a particular population. Persuasive methods are used to encourage people to change behavior. Finally, the traditional approach uses behavior modification through focusing on the rewards for doing the behavior or the punishments for not doing the behavior.
- Most of these concepts are in opposition to social marketing. We are driven by the consumer. The traditional approach tended to focus on the hard to reach population, those who appear to be most in need. When we were not able to reach those whom the behavior was most prevalent, we tended to say, “what is wrong with them? Why don’t they understand this? Why won’t they do what we are telling them to do?”
- The social marketing mind set encourages you to focus on a behavior. Instead of asking what is wrong with the consumer, we look at what is wrong with our program. What could we do differently or what do we need to offer this consumer to offset the costs or the barriers of adopting this behavior? What could we do to our intervention, or product, or service, to make it more attractive than the competition?
- In the consumer-oriented approach of social marketing, we are seeking to understand our consumers perceptions. What does our target audience perceive to be of benefit by adopting this behavior? What are the barriers prevent to them from adopting this behavior? Remember, this comes from the perspective of the consumer, not from the health professional or the expert. We also need to know whether or not our consumers feel that they are capable, that is, they have the self-efficacy to perform this behavior change. Finally, what are the societal norms, what do the people whom have influence on their behavior think about this behavior change?
- Social marketing, like traditional marketing, is rooted in the idea of the exchange theory. People need to exchange their time or their money for the benefits of particular behavior. Therefore, we need make that offer attractive. This is done by creating an awareness of the problem or helping people to understand their risk level and then demonstrating the product’s benefits and lowering the cost for the particular target audience.
- Like traditional marketers, we are also going to keep an eye on the competition. We need to recognize that our target audience can go somewhere else and do something else. They must find our offer more attractive then their other offers, and sometimes that can be done by doing nothing at all.
- Social marketing is also based on data. Data comes from our audience and drives our decisions. The importance of knowing our audience cannot be stressed enough. We need to know what they want and what they need, and this knowledge helps us identity the specific behavior we want to promote. We will need to understand and identify those factors that influence their behavior and design effective interventions based on those behaviorally influential factors.
- As social marketers we have to be willing to change the offer. If our target audience tells us the initial intervention or behavior change we are promoting is not what they need and want, we need to be willing to change our offering to meet their desires. Ways of achieving this include modifying services or improving the quality of what we have to offer. For example, we might be offering free immunization to parents, so that their children can be prepared for the school immunization. Our consumers, however, are telling us they cannot get to the clinic during the hours it is open. We could design all the intervention in the world highlighting the need for this and advertise the hours that the clinic is open, but behavior change will not occur because parents are unable to get there. If we really want to change behavior, we have to be willing to change our service and this might mean holding office hours in the evening, or on weekends, or during the times parents are available. In this example, recognizing that time is the barrier and not lack of knowledge is the key to social marketing.
- Social marketing is rooted in an interdisciplinary approach. In addition to borrowing from commercial marketing theories, we also take a theoretical basis from social anthropology, behavioral psychology, communication theory, and education. As you plan your social marketing teams, remember that the more diverse skills and training your staff brings to the process.
- Social marketing, like traditional marketing, focuses very heavily on the four “P’s”. They are product, price, place, and promotion.
- The first “P,” product, refers to what we are offering people. This might be a tangible good or service, but it could also be an idea, an attitude, a behavior, or a service.
- The product must be a solution to a problem, for example, promoting the benefits to adopting a healthier behavior. It also has to be unique and cognizant of the competition. The product must be defined in terms of your target audiences’ beliefs, practices, and values.
- Price refers to the cost of adopting the product. Sometimes this is actual money, but more often in public health, price is time or loss of pleasure or self-esteem or embarrassment. In trying to promote mammography services to women, when in many cases it is a free service, money is not the issue as much as price. It is the time to get away to make the appointment, the concern for the pain that might be involved, and the worry for the possible diagnosis.
- Place, sometimes referred to as a channel, can be the specific facility where products are purchased or services are received. It can also relate to the media aspect of social marketing or location of message delivery. We also want to consider whether our target audience was in the right frame of mind to pay attention to the message. We might want to promote our health service or health behavior in bus stops or stations. We need to ask if that is where our audience typically reads the ads, or if they are in a hurry to get to work and ignore the signs. If we are going to use billboards and a telephone number, does our target audience typically have a way of recording the number when they are driving on the highway and passing the billboard. Place can also refer to where people actually carry out the health behavior. In promoting condom use among teens, we need to think of where teens will get the message or be reminded about condom use. Bar coasters have been an extremely successful method for promoting family planning.
- Things to consider when thinking about place or channels include availability. Whether or not the service is easy to locate and use and if it is appropriate and timely.
- There are a number of places where health decisions are made. Health decisions are made in prenatal care settings. These might be good places to promote the idea of breast feeding. Decisions about health behavior change are often made when people are at home with family and friends. If we are going to promote through television, our formative research lets us know the times and types of programs they watch. Health care decisions occur while in a hospital. In the case of breast feeding, these decisions are often made during pregnancy but sometimes not until the baby is actually born. The decision might even be made when they are getting discharge instructions or at home during the postpartum period.
- The fourth “P,” promotion, is what people most often associate with social marketing. Promotion is the creation of the messages that are our slogans and our design for our target audience. Our messages should be both memorable and persuasive. We talk about message design in great detail during another session. The key elements of message design to consider include the type of appeal used, be it a fear appeal or an appeal to parents. Will the tone of your promotion be warm or authoritative? Who will the spokesperson be? Finally, what type of aperture or lens will you use to promote your health behavior change?
- A fifth “P” to the traditional four “P’s” can be that of politics. It is always important to consider secondary and tertiary audiences. While you might have fully understood your target audience, very rarely do groups of peoples or individuals operate in a vacuum. There are always secondary groups of people influencing their behavior. This will be covered further in pretesting messages, but always be mindful who might be offended or annoyed by the messages you design.
- There are six traditional steps in social marketing. Each one will be elaborated on in greater detail in another session. They are initial planning, formative research, strategy formation, program development, program implementation, and tracking and evaluation. Although tracking and evaluation comes as the last step, they are things you should be considering even during the initial planning phase. You don’t want to design a program where you can’t keep track of the data. To do so provides no way of evaluating and knowing whether your social marketing plan was successful, and did you in fact change behavior.
- In the initial planning stage, you are going to use existing data to develop a planning model for preliminary decisions. This existing data can come from a variety of databases. It can come from epidemiological data you might have from your local vital statistics, your state vital statistics, or the CDC. It can also come from literature reviews or similar projects that might have been conducted with your target audience. At this stage in initial planning, you are going to make your best decisions about hypotheses. Keep in mind that these are guesstimates and once the data is collected from your target audience during the formative research phase, you will reshape your model to better fit your audience.
- In the formative research phase, you will identify various potential target audiences and determine what differs about them. Are different benefits more attractive to one group than another or is one group experiencing barriers that the other is not? Also keep in mind where your target of opportunity is. Within which group are you most likely to see success and who is ready to adopt behavior change or this product? This formative research comes from understanding your consumers’ wants and needs, and identifying factors, such as self-esteem or knowledge, that influence their behavior.
- Strategy development will help guide your selection of a target audience, and the specific behavioral objective for each audience segment. Be sure to design an intervention that addresses all of those behavioral determinates.
- As you develop a comprehensive strategy, keep the four P's in mind. The data collected during your formative research phase should help you make some initial estimates about your product strategy and your pricing strategy. You'll have a sense about where your target audience is in the right frame of mind to hear your message, where your services should be offered, and where to place this information.
- Formative research will give you a good sense of who your audience is and how to design your message. Who is your audience and what are you asking them to do? Also look at what they will get if they do what you're asking them to do and how you can support this promise
- In the campaign development phase, you are actually developing your materials and pre-testing them. Capture the information your target audience is telling you, while making sure you aren’t offending or repelling anyone away from your product or service. You might determine that your social marketing project needs some professional training materials, and this often turns out to be the case. During the breast and cervical cancer promotion project, the lack of physician referral was a primary factor in women not seeking services. We then knew that in addition to letting women know how they could access mammograms, we needed to train physicians to refer women more often. In particular, physicians in specialty care services were less likely to think of themselves as a referral for preventive services. Finally, you'll want to development a system for monitoring and tracking progress, and this means collecting baseline data. Find out what your target audience is doing right now. You can then go back after the campaign started and see whether or not a behavior change occurred.
- As you begin to implement your program, think about coordinating all the various stake-holders. Who has a stake in the success or failure of this program? If you've been given a limited amount of funds to get the program off of the ground, how will you keep the program going after these funds are no longer available? How will you train or motivate the front-line or the sales force? If you're trying to get people to access a health-care service or use a service available in the community, you'll probably need to do some training with the people they first come into contact with, such as intake workers at a health department or front office staff in a physician’s office. How are you going to distribute materials to them? Will it be pamphlets in a waiting room or stickers left in public restrooms? How will you track if people have received and comprehended this information?
- Tracking and evaluation should occur as soon as your campaign rolls out, because you'll want to use this information to make mid-course revisions. There's no sense in letting a campaign go on and on if your initial data indicates that your TV ads are running at times when people are not paying attention, or that people are turning off the radio when they hear your ad, because it's a teenager who doesn't want to listen to it with their parents in the car. Use your findings to identify any new problems that might cause you to have to rethink or re-plan.
- To summarize social marketing, it's more than social advertising. It uses a systematic planning model to develop effective interventions for a specific target audience. It's based on understanding our consumer, our target audience, what their needs and wants are, and what they perceive to be the benefits and barriers to adopting this target behavior. Behavior is the bottom line. We need to understand all we can about what goes into conducting this behavior and what prohibits people from performing this behavior. Our decisions are based on data, so as social marketers we know our audience and what they need and want. We are going to identify one specific behavioral objective, what is it that we want them to do. In order to do this, we are going to have to identify those factors that most influence their behavior. So we'll need to know whether or not social norms, self-efficacy, or perceived risk play a role.
- As you begin your initial planning model, you're going to identify your target audience, who is it you hope to reach. Focus on a specific behavioral objective, what it is you want them to do. Identify the behavioral determinates, what influences their behavior. Finally, design your intervention based on these determinates, what activities will you design and implement to help the target audience adopt this behavior? The planning model can be accessed through the resource section.