How to develop a Social Marketing plan?

1. Social Marketing
Dr. Samir Al-Alfy
Senior Communication Advisor
JHU/CCP
February 2010

2. SOCIAL MARKETING
DEFINITION (1)
“A process that applies marketing principles and
techniques to create, communicate, and deliver
value in order to influence target audience
behaviors that benefit society (public health, safety,
the environment, and communities) as well as the
target audience.”
(Kotler, Nancy Lee & Rothschild, 2006)

3. SOCIAL MARKETING
DEFINITION (2)
“A process for creating, communicating and
delivering benefits that target audience(s) wants in
exchange for audience behavior that benefits
society without financial profit to the marketer.”
(Bill smith, 2006)

4. SOCIAL MARKETING
DEFINITION (3)
“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, 1995)

5. SOCIAL MARKETING
Focus on Behavior
1) Accept a new behavior
2) Reject a potentially undesirable behavior
3) Modify a current behavior
4) Abandon an old undesirable behavior

6. SOCIAL MARKETING
Focus on Behavior (Behavior Is Voluntary)
Beliefs Wants
Attitude Needs
feelings Preferences
Education
Behavior
↑ Knowledge & skills
Benefits
Rewarding good behaviors
Punishing bad behaviors

7. SOCIAL MARKETING
Marketing Principles & Techniques
Marketing is an organizational function and a set of processes for
creating, communicating and delivering value to customers and for
managing customer relationships in ways that benefit the
organization and its stakeholders.
“The American Marketing Association”
Customer orientation
Marketing research: marketing segments—} potential needs,
wants, beliefs, problems, concerns, behaviors.
Objectives & goals
Positioning: to appeal to the desires of the target markets
Marketing mix (4Ps): Product, Price, Place, Promotion
Monitoring & Evaluation

8. SOCIAL MARKETING
Select & Influence a Target Market
Market segmentation
- Audience needs & wants
- Objectives (Advocacy)
The 1ry Beneficiary is Society
Who determines what is good?
(Abortion)

9. Difference between Social &
Commercial Marketing
Comm. Marketing Social Marketing
Product Goods & services Desired behavior
1ry aim Financial gain Societal gain
Target Market More sales Prevalence, reach,
change
Competitors Other organization Behavior of target
market
Similarities: Customer orientation is critical
Exchange theory is fundamental
Marketing research
Audience segmentation
All 4 Ps are considered
Results are measured

10. FACTORS AFFECTING SOCIAL ISSUES
automatic seat belts,
Technology:
Cars high-tech alcohol sensors
Inoculation against cervical cancer
Science
A shot to smokers to quit
Legal/Political/Policy Making For late adopters & laggards
Improved Infrastructures & Built Environments
Hotels master switches
Changes in Corporate Policies & Business Practice
Schools, Education, Media