Social Marketing
Define the issue and the actions
Behavioral (what you want people to do)
Structural (what sponsors need to do)
Evaluate
What?
Process
Outputs
Outcomes
Measures
Did they learn something?
Did they take action?
Did the actions spread (diffuse)?
Did people receive the message?
Campaign
Test Messages and Concepts
Use and Integrate Marketing Approach (Media Mix)
Advertising
Public Relations
Media relations
Newsletters
Existing mediums (point of sale, invoices, etc.)
Community-based approaches
Presentations
Displays
Internet communities (blogs, forums, etc)
Ways to Make Social Marketing a little easier
Make it worth their while
What??™s in it for me? (Benefits)
Use your audience research to target your outreach and media efforts
Give people something simple to do
Use Vivid Communication
Humor
Shock
Colors
Emotional
Social Marketing is an integrated marketing communication approach to promoting behavior change that benefits individuals or society.
Audience
How can you group, or segment your audiences?
Demographics
Interests
Affiliations
Audience research
Who do you target First?
Top Managers
Employees
Technical Professionals
Six Steps to Success Using Social Marketing
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