Presented at the seminar-workshop "Preserving and Sharing Local Knowledge of and Indigenous Practices in Coastal Resource Management using Digital Tools" held 17-20 May 2011 at Silliman University. Attended by 30 specialists from around the country.

1. (Social) Market Segmentation: By: Mark Raygan E. Garcia Finding the Grooves in Knowing what Moves (Tweaked for the seminar-workshop “Preserving and Sharing Local Knowledge of and Indigenous Practices in Coastal Resource Management using Digital Tools”)

2. What is social marketing? Application of multidisciplinary principles and techniques approach to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individual, groups, organizations or society as a whole. Definition from ADB’s Knowledge Solutions

3. What is market segmentation? It is dividing your (aggregate) market into sub-groups, in consideration of the following: While they may have the same needs, they have different views of how their needs can be met. Factors such as experience, age, culture, socio-economic orientation, comprehension levels, geographic accessibility are among those that influence actions and decisions. It is a component of social marketing.

4. What is (social) market segmentation? A deliberate and carefully planned attempt at collective change, drawing on an individual appreciation of different factors that affect behavior, actions, and decisions. A capitalization of varying strengths, weaknesses, limitations, and preferences of your target markets, in achieving a common direction. An analysis of the part in relation to the whole.

5. (Social) Market Segmentation E A Community vis-à-vis Problem IEC D C B C

6. Diagram Explained Triangles = Target markets While different, they hold the same relevance (size) in relation to the desired overall change Arrows to Triangles = Customized IEC interventions Manner, form, “pace” of interventions depend on distinct characteristics (profile) of target markets Horizontal Line = Point of Common Understanding Build up of ownership; “we”, “ours” mindset Single Arrow to Hexagon = Collective Change Shared social responsibility; communal accountabilities

7. Market Segmentation Grooves Geographic Location, Climate (i.e. coastal, upland, urban, rural) Demographic Gender, Age, Income, Educational Attainment, etc. Psychographic Attitudes, Interests, , Beliefs, Lifestyle, Personality Behavioristic Usage / Utilization Rate, Loyalty

8. Quick Mental Exercises Profile 1: Maria 22 years old; elementary graduate Married to a fisherman; with 5 kids Lives in BarioKalasangan (no electricity) Issue: Dynamite fishing Assumption: Women hold influence over their husbands Message: ? Channel 1: for Maria? Channel 2: for other stakeholders (elevate discourse)?

9. Quick Mental Exercises Profile 1: Maria 22 years old; elementary graduate Married to a fisherman; with 5 kids Lives in BarioKalasangan (no electricity) Issue: Dynamite fishing Assumption: Women hold influence over their husbands Message: Alternative fishing methods yield more catch Channel 1: Radio, “town hall” discussions, community theater Channel 2: Net, media (elevate discourse; widen reach)

10. Quick Mental Exercises Profile 2: Juan 18 years old; college student Parents are doctors Familiar with the computer and the Net; has Facebook, etc. Issue: Dynamite fishing Assumption: Student apathy results from lack of opportunities of participation Message: ? Channel: ?

11. Quick Mental Exercises Profile 2: Juan 18 years old; college student Parents are doctors Familiar with the computer and the Net; has Facebook, etc. Issue: Dynamite fishing Assumption: Student apathy results from lack of opportunities of participation Message: Marine biodiversity affects living conditions (CC) Challenge: Social networks (FB, blogs, , YouTube, websites)

12. Social Marketing Moves Corporate Marketing = Satisfy Shareholders | Social Marketing = Improve Quality of Life “Exchange Analysis” (cost-benefit analysis) What is there for me? (financial, physical, social) “Price is the cost on barriers the target audience faces in changing its behavior”. (time, effort, lifestyle, psychological, emotional) IEC facilitates the process of: promoting (acceptance), preventing (rejection), retaining, replicating behavior Notes from ADB’s Knowledge Solutions

13. Let’s Connect E-mail markraygan@yahoo.com Website www.smarkideas.com Facebookwww.facebook.com/markraygan Twitter www.twitter.com/smark_ideas Slidesharewww.slideshare.net/smarkideas3982

14. ADVOCACY MEDIA Achieving Knowledge Replication Through Technology By: sMARK_ideas

15. TERMS ADVOCACY An affiliation with an issue/concern based on: Experience Culture Conscience MEDIA A tool of expression, communication, and connection Use of technology

16. Media Broadcast (TV, radio) Print (newspapers, magazines) NEW / INTERNET MEDIA Social Networks Facebook, Twitter, YouTube, blogs, forum/dialogue sites, other user-generated programs

17. ADOCACY WRITING Finding an advocacy Creating ACTIVE knowledge (vs. passive) about that advocacy Something that inspires Something that connects Something that facilitates reflection Something that builds up self-worth Something that suggests inclusion Something that moves people to action

18. ADVOCACY WRITING PHASES Knowledge Generation (3-Face Perspective) Knowledge Consumption (Communication Tools) Knowledge Replication (Ownership)

19. Phase 1 Knowledge Generation (writing) ME Perspective Appeals to self Personal-driven THEY Perspective Open-minded & Receptive of others Audience-inspired WE Perspective Proactive & Optimistic Team-oriented

20. Phase 2 Knowledge Consumption (communication tools) Facilitating awareness, understanding, and support Audience Analysis Accessibility (geographical, technological) Language (content: tone/emotion, dialect, textual/graphical/video) Lifestyle (relevance, availability, approach) Age (children, teenagers, adults)

21. Phase 3 Knowledge Replication (ownership) Achieving CREDIBILITY / TRUST = Knowledge Generation + Knowledge Consumption Gauge: Against (personal/org) goals/objectives Answer: “Did it touch them?” Consider: Increased awareness (inquiries up; debate) Increased support (financial or in kind) Increased partnership Interest to adopt, repeat/replicate

22. Logical Progression of Effects Oh, really? REACTION How come? CURIOSITY Hmm… THINKING What can I do? CONSCIOUSNESS We need to act. ADVOCACY

23. Let’s Connect E-mail markraygan@yahoo.com Website www.smarkideas.com Facebookwww.facebook.com/markraygan Twitter www.twitter.com/smark_ideas Slidesharewww.slideshare.net/smarkideas3982