SOCIAL MARKETING

1. By
Prof. Dr. Mona Aboserea
Professor of Public Health
Zagazig University

2. Contents
 Definition Social Marketing
 Social marketing vs different issues
 Stage of change behavior
 Social marketing approaches to influence behavior
 Principles of social marketing
 Steps of social marketing
 Assignments

4. Social marketing is the application
of commercial marketing
techniques to social problems

5. 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

6. Societal marketing concept
is evident when an
organization determines
consumer needs and wants
and then integrates all
activities in the firm to serve
these needs while
simultaneously enhancing
societal well being
Basically, societal
marketing is marketing
combined with social
responsibility

7. Social Marketing Societal Marketing
Focus
Is entirely focused on
society
Is concerned about the
consumer & long term
benefits of the company
Scope
Is about changing
behaviors for the benefit
of the broader society
is business driven profit
oriented way of change
world means developing
revenue based product
Operation
carried by
Government & non profit
organization
Corporate house & business
firms
Primary goal Social gain & welfare Is to earn profit
Secondary goal Profit motive Social welfare

8. Commercial
Marketing
Social Marketing
Product
Selling of tangible goods
and services Selling desired behavior
Primary
objectives
is to satisfy customer by
selling products to them and
fulfilling their needs and
earn profit.
is to benefit society in term
of social gain.
Focus
physical products or
services.
to reach the target
audience and change the
behavior.
Marketing
tools
use for selling products. use for changing behaviors.
Satisfying
needs
marketers satisfy individual
needs.
marketers satisfy society
needs.

9. Similarities between
commercial marketing and social marketing
 A customer orientation is critical.
 Exchange theory is fundamental.
 Market research is used throughout the process.
 Audiences are segmented.
 The proper target market is selected.
 All P’s are considered.
 Results are measured and evaluated and used for
improvement.

11. Need
Needs - state of felt
deprivation including
physical, social, and
individual needs.

12. Want
Wants - form that a
human need takes, as
shaped by culture and
individual personality.

13. Demand
“Demand”
Wants
Buying Power

14. Need / Want Fulfillment
 Needs and Wants are
fulfilled through a
Marketing Offer
 Some combination of
products, services,
information, or
experiences offered to a
market to satisfy a need
or want.

15. Marketing is more about lowering
barriers and increasing benefits!
How we can make a behavior fun, easy and popular.

16. First Things!
 Don’t think media first!

17. First Things!
 Start with your audience first! (who you
need to reach)
Then think message,
then channel which is
appropriate to them.

18. First Things First!
 Work with professionals to create
promotional materials to be
attractive, well understood, clear,
memorable to the audience,
cheap,… .

19. What is social Marketing
About?
It’s about Behavior not raising awareness
or knowledge
e.g. Healthy life style:
Brushing your teeth, Recycling
Using safety belts, head helmets
Putting your baby in a car seat
Eating eight servings of fruits
and vegetables each day
Quitting smoking
We want to see people
doing (or not doing)
something.

20. N.B.
Messages Alone ≠ Marketing!
≠

21. So, What Affects Behavior?
I-External factors
 Policies: e.g. taking sick leaves during work hrs.
 Access: website at the internet at any time
 Skills: correct use of OCP, healthy cooking
 Actual consequences: what happen after trying
the behavior e.g. walking
 Cultural beliefs and values: about certain behavior

22. What Affects Behavior?
II-Internal factors
 Knowledge and beliefs: position of baby during breast
feeding,
 Attitudes: e.g. FH of cancer breast, ‘’nothing I can do, I
am fated for this’’ or there are things can I do to early
detect it, get successful ttt’’
 Perceived risk: mosquito bite may transmit malaria to me.
If so, I should do the protective measures to avoid this.
 Perceived consequences: if I GET malaria, do I have
severe complications or just mild case….
 Self efficacy: do I think can sleep in nets, and wear
protective clothes…..

23. Principles of social marketing

24. 1- Social Marketing is Effective
Social marketing recognizes that information
alone does not change behaviors
Social marketing focuses on target
audiences, including their needs, wants, and
motivators
Social marketing focuses on making
behaviors easy, fun, and popular!

25. 2-Social Marketing is Strategic
 We don’t have unlimited time, resources, or
personnel
 Social marketing makes us focus on:
 The most important messages
 The most important people
 Everything else can wait until later

26. 3-Social Marketing is Audience
Focused
 Audiences are the beginning and end of social
marketing
 Think of your audience continuously:
 Are they interested in your issue?
 Do they care about your issue?
 What are they passionate about?
 What do they need to know about your issue?
 How do they want to find out?
 Whenever possible, select audiences who can
help you reach your goals and who are motivated
to act

27. 4-Social Marketing Segments
Audiences
 Not all people are the same, so not all people can
be treated the same
 Break your audiences into similar groups based on
things such as:
 Interest level
 Wants and needs
 Motivators
 Access points

28. 5-Social Marketing is Outcome Focused
 If they believe you and they aren’t doing it, it doesn’t
matter!
 If they understand you and they aren’t doing it, it
doesn’t matter!
 If they like you and they aren’t doing it, it doesn’t
matter!
 AND, if they ARE doing it, we don’t care why!

29. 6-Social Marketing Relies on
Exchange
 Recognize that we are asking for a tradeoff
 Acknowledge competing behaviors
 State clearly what you are offering and know
what you are asking:
 You get = Safer water, peace of mind
 You pay = Time, higher water bills

30. 7-Social Marketing Addresses
Barriers
 Barriers are real but often downplayed or
ignored. This is a huge mistake!
 Barriers can be physical, emotional, social, monetary,
or time-oriented
 Barriers can be subconscious
 Social marketing is about finding effective
bridges to overcome these barriers

31. Remember
Social Marketing and Stages of
Change
 People go through a series of five stages in
changing behaviors (pre-contemplation,
contemplation, preparation, action,
maintenance/advocacy)
 It takes time to change behaviors, and change is
not linear (people regress)
 Messages/interactions should be targeted to each
stage

32. 1. Pre-contemplation
 Definition: No awareness of need to modify
behavior, and no intention to do so (lack of
personal relevance)
 Messaging: Start helping people to
understand the issue – focus on awareness,
not persuasion

33. 2. Contemplation
 Definition: Know that the issue exists and
audience members are considering action
 Messaging: Build on initial understanding;
messages can start attempting to influence
behavior change

34. 3. Preparation
 Definition: Preparing to take action, but not
yet engaged in behavior; might be learning
about behavior
 Messaging: Address barriers to change and
encourage behavioral “trials” to sample
intended behaviors or preparations such as
learning where to buy needed tools, etc.

35. 4. Action
 Definition: Actually engaging in behavioral
change
 Messaging: Support, encourage, and
reinforce change

36. 5. Maintenance/Advocacy
 Definition: Change has occurred and is being
sustained
 Messaging: Reinforce change and encourage
audience to spread the word; people in this
stage often can influence others [these people
are sometimes called spark plugs or opinion
leaders]

37. Know Your Audience
To successfully engage in social marketing,
you have to know your audience:
What do they know?
What stage of change are they in?
What do they like? What interests them?
What motivates them?
What are their barriers to change?

38. What are the Distinctive Features of SM
from other social change strategies????
 Consumer orientation
 Use commercial marketing technologies and
theory
 Voluntary behavior change
 Targets specific audiences
 Focus is on personal welfare and that of
society

39. Potential Applications of SM beyond
behavior change:
 Increase utilization rates
 Improve client satisfaction & quality of life
 Improve job satisfaction
 Enhance compliance to adopt healthier lifestyle
 Help in green marketing initiatives

40. Traditional Approaches of behavior change
 Top down planning by health experts’
prospective
 Expert driven on knowledge
 Focus on Education
 Persuasion of people to change behavior
 Behavioral modification through focusing on
rewards or benefits>costs.

41. Traditional Approaches
Focusing on the “hard to reach population
those who appear to be most in need” their
behavior was most prevalent we tend 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?

42. Social marketing approaches to
influence behavior

43. Social Marketing Mind Set focus
on behavior
 What is wrong with our programs instead of the
consumer?
 What do we need to offer them to offset their costs or
the barriers of adopting this behavior?
 What would make our product/service/intervention
more attractive than the competition?

44. Consumer Orientation
Understand consumers’ perceptions not from
experts
Benefits of adopting this behavior
Barriers that prevent them adopting this
behavior
Self efficacy (consumers feel that they are
capable to perform behavior change)
Social norms from the society about this
behavior change

45. Exchange Theory
 Exchange time and money for benefits of a particular
behavior.
 Make an attractive offer through;
 Create an awareness that the problem exists
 Demonstrate the product’s benefits
 Help lower the price for the particular target audience

46. Competition
 Our target audience can go somewhere else
 They can do something else
 They must find your offer more attractive than
other offers

47. Data Based Decision Making in
SM
 Know your audience: what they want and
need
 Identify the specific BEHAVIOR to promote
 Identify factors that influence their behavior
 Design effective interventions

48. Willingness to Change the Offer
as being social marketers
 Committed to designing products consumers want
 Committed to modifying services
 Committed to monitoring their wants and needs
 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.

49. Steps in Social Marketing Planning Process
WHERE ARE WE?
Step 1
 Define Problem: Know what you want to do and why
(based on community needs assessment)
 Identify SM purpose
 Conduct an analysis of SWOT
 Review past and similar efforts

50. SWOT ANALYSISInternalExternal
Internal conditions that
are helpful to achieve the
objectives
Internal conditions that are
harmful to achieve the
objectives: resources, past
experiences,

51. WHERE DO WE WANT TO GO?
Target audience, objectives, and goals
Step 2
Select target audience: begins with segmenting
the market and ends with choosing one or more target audiences.
Market Research is the key to Understand your audience:
barriers, motivators, etc. (surveys, screening, focus groups,
interviews, internet, 2ry sources of data……)
Step 3
Set objectives and goals: what we want our target audience to do and
what they need to know and believe to make the behavior change more
likely; establish SMART objective.

52. Market segmentation:

53. The program will address
Time barrier

54. Step 4:
Analyze target audience and the competition:
explores current knowledge, beliefs and behavior or
target audiences relative to objectives and goals;
competition, perceived benefits and barriers to action
are identified and understood.

55. 55
What we want target audience to change or achieve ( goals
and objectives)
Action Example
Accept new
behavior
Take folic acid supplementation (reduce incidence of birth
defects)
accept to accept that people who suffer from AIDS are just as
deserving of treatment with dignity as those with any
other disease
Modify to not overeat; to not drink while driving. Note that we
don't ask to abandon eating or drinking, just to do it in
moderation or not in certain circumstances
Abandon to quit smoking, abusing children – anything which just
should not be done at any time (in the mind of the change
agent; these are almost always value judgments)

56. HOW WILL WE GET THERE?
Step 5 (Determine SM Strategies)

57. Marketing Mix 9 Ps
1-Product: What you are going to offer (healthy living)
2-Price: At what cost? What the consumer will loose?
3-Place: Where?
4-Promotion: What you want to improve, getting message
out
5-Positioning: the competitors
6- Partnership: collaboration with other community
organizations to increase accessibility & demand.
7- Purse string: costs of program,
8-Publics: who are other stakeholder groups involved in
SM
9- Politics: to change some legislations using media advocacy
How Does Marketing Do
This?

58. Marketing “Strategies”
What are We Offering
 The behavior we want people to do
 The “bundle of benefits” that people tell us are
important to them (may not be health-related)
 Tangible services and products to make the
behavior easier to do
 Idea
 Attitude
 Behavior

(Product/SERVICE/ desired behavior)

59. Product Must Be:
 Solution to a problem
 Unique
 Of high quality
 Tailored to fit the audience needs
 Defined in terms of the user’s beliefs,
practices, and values

60. Marketing “Strategies”
Barriers/Benefits????
Anything that lowers barriers, reduces “costs,” makes
it easier, emphasizes benefits:
(Price)
Activities
Policy changes
Messages
Outreach
Services and opportunities
Money
Time
Pleasure
Loss of self esteem
Embarrassment
Others

61. Price
Example: 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.
So SM attempts to assure the audience, value of early
screening, teaching them how to do it…..

62. Minimized
Maximized SM ACTION

63. Marketing “Strategies”
Where we Offer It???
Placing services, products and activities at
places or times that
people are likely to be thinking about the
problem/issues
they are likely to see/hear the information
where they will act
(Place or channel/ gatekeepers)

64. Important Considerations for
Place:
 Available
 Accessible (Easy to find and use)
 Appropriate
 Convenient for people
 Comfortable
 Timely

65. Place Where Decisions Are Made
may be;
 Healthcare settings e.g. breast feeding
during antenatal care
 At home with Family / Friends e,g, breast
feeding during postpartum visit
 Advertising reminders: as mass media, TV,

66. Marketing “Strategies”
Providing Information
Presenting information in a way that
is memorable and persuasive
stands-out from competing messages
is repeated again, and again, and again
has a “call to action”
respects culture
is in a place and at a time they will notice
(Promotion)

67. Promotion
 Message design elements
 Type of appeal (be it a fear appeal or an appeal to
parents)
 Tone (warm or authoritative?)
 Spokesperson

68. Common promotion tools

69. N.B.

70. What is Marketing About?
About Tooth brushing
Audience People?
Not everybody!
Specific groups of people (audience) e.g.
primary school students

71. What is Marketing About?
It’s about Understanding Why People Do
What They Do
People behave in ways that benefit them
People weigh the costs and benefits
of behaviors

72. What Affects Behavior (tooth brushing)?
External
 Policies
 Access--toothbrushes and toothpaste made available
 Skills--outreach visits to schools and recreation centers to teach
kids and parents the proper technique
 Actual Consequences--flavored toothpaste tastes good; kids’
parents tell about successful dentist visits with no cavities or
fillings, kids being more happier
 Cultural Beliefs and Values --parental support, talks and
modeling about +ve consequences
N.B. Parents are considered 2ry audiences

73. How will we stay on Course?
Social Marketing program Management
Step 6
Develop a plan for evaluation and monitoring (what will be measured and
how will it be measured?)
Step 7
Establish Budgets and Find Funding Sources: this step may necessitate
revisions of strategies, target audiences, and goals or the need to secure
additional funding sources.
Step 8
Complete an Implementation Plan: this will provide detailed info on ‘who
will do what, when, and for how much’.
Step9
Evaluation

74. Implementing a Social Marketing Campaign
(MAKE IT HAPPEN)
 Identify behaviors you want
to change
 Identify your audience
 Identify and reduce barriers
 Pretest your ideas
 Publicize actions and
benefits
 Assess your results
Our actions speaks
Louder than our
words

75. Evaluation of SM

77. SM steps
Pretest the message
on focus group
By 1ry or 2ry sources
Based on collected
data

78. Challenges & limitations of SM
 Complexity of health information
 Difficulties in counter- marketing
 Products aren’t wants of people
 Confusing message
 Specific behaviors need specialty
 No control on the product design
 High cost of the product

79. Conclusion
SM basics:
 Are foundations as commercial marketing, but goal is
not revenue/ profit maximization
 Focus on enhancing perceived benefits and reducing
perceived barriers.
 Audiences are segmented/ targeted.
 Actions will only occur if perceived benefits> perceived
costs.
 Manage the 9 P’s marketing mix.
 Results are evaluated.

80. Quizzes and Assignments
Applying social marketing campaigns improved and increased
appropriate behaviors regarding the following:
 Breast feeding
 Safety belts in Egypt
 Water rationing
 Regular check up
 Quitting smoking
 Practicing exercise
 Oral rehydration in diarrhea control
 Condoms use for HIV prevention
(discuss; how it will be applied for each behavior in full detail)

81. Thank u