Motivation & Social Marketing

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Stephen Dann

Practical applications of consumer behaviour theory for social change social marketing

Business

Practical applications of CB theory Motivation & Social Marketing

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What happens when one of the fastest moving innovators in cocreation in business gets timecapsuled into a 2004 paper citation? This presentation discusses three research agenda items as a "Where to next?" for marketing researchers interested in taking a critical eye to how Lego is used as a talismanic invocation of cocreation, and what more there is to learn from the complexity of the Lego consumption experience.

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Instagram is a straightforward image, video and story sharing platform that provides a sufficiently robust framework to create a diverse range of outcomes for individual, group and corporation alike. In this presentation, we outline a process to examine how a single timeline (preferably the one you run or control) can be extracted, examined, and measured against a consistent set of five image measures. Whilst the method can inform competitor analysis, environment scans and a range of other techniques, it is presented here as an internal marketing metric system – a measurement of the “telling” as the corporate Instagram attempts to support and enable the selling of a product. A more wordy version of the Instagram analysis framework paper.

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Measuring the “Telling” in the Selling of the Story. Classifying Instagram Imagery for Internal Benchmarks Instagram is a straightforward image, video and story sharing platform that provides a sufficiently robust framework to create a diverse range of outcomes for individual, group and corporation alike. In this presentation, we outline a process to examine how a single timeline (preferably the one you run or control) can be extracted, examined, and measured against a consistent set of five image measures. Whilst the method can inform competitor analysis, environment scans and a range of other techniques, it is presented here as an internal marketing metric system – a measurement of the “telling” as the corporate Instagram attempts to support and enable the selling of a product.

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A maxi-edition of my guide to Learning Management Environment optimisation, whereby we hack the workload model to our favour, make marking easier (and more fun) for the lecturer, and put the students second in the pursuit of "How can we use this teaching technology to deliver something superior to our own work days?". Because quite often, the better systems for improving academic workplace effectiveness never get sold on the basis of "Want to do less work with more resources for better personal outcomes?"

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Audio: https://soundcloud.com/drstephendann/social-marketing-research-agenda Research agenda papers have been a staple of marketing discipline areas approaching intellectual turbulence – for example, stakeholder theory during the Service Dominant Logic era (Hult et al. 2011). This paper contributes to the process of research as an intersection of opportunity and demand – topics are acquired through interest, and agendas driven through identified need. The focus of this work is the assessment and cataloguing research demands – areas and agendas as yet unresolved, and as such, open as an invitation to scholars to pursue. Previously, Dann et al. (2007) outlined a series of research agendas for social, political, non-profit and sustainable marketing. The Social Marketing Agenda identified four items – the need for adapting contemporary marketing; visible boundaries to the social marketing discipline; social marketing specific theory; and, consumer-centric research on the understanding of benefits and value. As part of the contemporary study, the question of whether prior agenda items, have retained currency, proven intractable or met with relative resolution.

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