Social Marketing Definition

1. Definition of Social Marketing Dr Stephen Dann @stephendann [email_address]

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3. The Backstory 1995 Honours Today 1997 Griffith Uni Social Mktg 1998 PhD 2004 AMA def n 2004 QLD Gov’t Monograph 2007 AMA def n 2008 World Social Marketing Conference 2005 QUT 2006 ANU SMQ “Neutrality” SMQ “Adapt/ Adopt” 1998 Diana & Roadsafety SM & “Direct Benefit” JBR “Definition”

4. Prior Influences <ul><li>QLD Gov’t Monograph 2004 </li></ul><ul><li>The 2007 Federal Election </li></ul><ul><li>Drinkwise Australia </li></ul>

5. The Academic Foundations <ul><li>Teaching </li></ul><ul><ul><li>Social Marketing in the Classroom </li></ul></ul><ul><li>Research Technology </li></ul><ul><ul><li>Leximancer 2.25 </li></ul></ul><ul><li>World Social Marketing Conference </li></ul>

6. Why a(nother) new definition? <ul><li>Commercial Marketing Definition Changes </li></ul><ul><ul><li>AMA definition in 2007 </li></ul></ul><ul><ul><li>CIM (2005) </li></ul></ul><ul><li>New Social Marketing Definitions in UK/Europe </li></ul><ul><ul><li>NSMC (2007 ) </li></ul></ul><ul><li>An answer to Andreasen (2006) </li></ul><ul><ul><li>Analysis of social marketing self identification </li></ul></ul>

7. The Definition

8. The definition <ul><li>“ the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal” </li></ul><ul><ul><li>Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research , doi:10.1016/j.jbusres.2009.02.013 </li></ul></ul>

9. Is the definition a ten word answer? <ul><li>Ten-word answers can kill you in political campaigns. They're the tip of the sword. Here's my question: What are the next ten words of your answer? </li></ul><ul><ul><li>"The West Wing" Game On (2002) http://www.imdb.com/title/tt0745624/quotes </li></ul></ul>

10. The definition <ul><li>“ the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal ” </li></ul><ul><ul><li>Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research , doi:10.1016/j.jbusres.2009.02.013 </li></ul></ul>Method

11. Induce <ul><li>a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action </li></ul>Definition

12. Targeted audience <ul><li>Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population </li></ul>Definition Behavioural Competitive Change

13. Social goal <ul><li>the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers </li></ul>Definition

14. Behavior Change <ul><li>process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience . </li></ul>Definition

15. Behavioural Change <ul><li>Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience , and which results in benefit to the social change campaign’s recipients, partners and the broader society at large </li></ul>Definition

16. competitive social marketing offer <ul><li>an alternative product offering that has been developed through the identification or anticipation of a market need for a socially beneficial alternative behavior that satisfies the same needs an individual in the targeted audience is currently meeting through the consumption or use of less socially desirable products. </li></ul>Definition

17. alternative product offering <ul><li>The broadest understanding of the product concept in commercial marketing to include, but not be limited to </li></ul><ul><ul><li>physical goods </li></ul></ul><ul><ul><li>service </li></ul></ul><ul><ul><li>attitudes </li></ul></ul><ul><ul><li>specific behaviors </li></ul></ul>Competitive

18. Benefit <ul><li>Return on social investment where the actual or perceived return exceeds the financial and non financial costs of the social marketing activity </li></ul><ul><ul><li>downstream benefit: return to the adopter exceeds the total cost of adoption </li></ul></ul><ul><ul><li>upstream benefit: return to the society exceeds the societal level investment </li></ul></ul>Definition

19. Is it social marketing?

20. The Checklist <ul><li>Are commercial marketing techniques present? </li></ul><ul><ul><li>What requires adapting for use? </li></ul></ul><ul><li>Who are we trying to change? </li></ul><ul><ul><li>Segments, goals, social leadership </li></ul></ul><ul><li>What are we trying to change? </li></ul><ul><ul><li>Goods, service, attitude, behaviour, </li></ul></ul><ul><li>What type of change? </li></ul><ul><ul><li>Alteration, maintenance, cessation?, </li></ul></ul><ul><li>What’s our offer? </li></ul><ul><ul><li>Are we competitive? </li></ul></ul><ul><li>What’s the Social ROI? </li></ul><ul><ul><li>What’s in it for them? </li></ul></ul><ul><ul><li>When is “near enough” going to be “good enough”? </li></ul></ul>

21. Where does a new definition fit into the change agenda?

22. Change Options Government Marketing Political Marketing Social Marketing

23. Change Options Government Marketing Political Marketing Social Marketing Evidence or ideology? Change or campaign? Compliance or choice?

24. Change Options Gov’t Political Social Commercial Third sector Future

25. Journal List <ul><li>Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement , Marketing Theory 9(2) 243-256 </li></ul><ul><li>Dann, S “ Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline ”, Journal of Business Research (2009, in print) doi:10.1016/j.jbusres.2009.02.013 </li></ul><ul><li>Dann, S. (2008) Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing , Social Marketing Quarterly, 14(2) 1-9, DOI: 10.1080/15245000802034739 </li></ul><ul><li>Dann, S (2007) “ Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns ” Social Marketing Quarterly 13(1) 54-62, DOI: 10.1080/15245000601158390 </li></ul><ul><li>Dann, S (2007) "Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss" Monash Business Review, Volume 3, No. 2, July 2007 [Full Paper online at http://www.buseco.monash.edu.au/gsb/mbr/full-papers.php ], DOI: 10.2104/mbr07023 </li></ul><ul><li>Graham P, and Dann S 1997 "Banning Tobacco Advertising: The Australian Example" Journal of Contemporary Issues in Business and Government 3(2): 11–17 </li></ul>

26. Conference List <ul><li>Dann, S. (2008), Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline, World Social Marketing Conference, Brighton and Hove City, England, 29-30 September 2008 </li></ul><ul><li>Dann, S. (2008) A Leximancer analysis of social marketing definitions versus social marketing literature, Australian and New Zealand Marketing Academy Conference, Sydney, 1-3 December 2008 </li></ul><ul><li>Dann, S, (2008) Lifestyle Sponsorships: Social Change through sports sponsorship, Sixth Sports Marketing Association Conference, University of Southern Queensland, 16-19 July, Gold Coast </li></ul><ul><li>Fry, M L and Dann S (2007) "(Near) Enough is (Good) Enough: When to rethink the zero tolerance level in road safety campaigning?" International Nonprofit and Social Marketing Conference 27 – 28 September Brisbane </li></ul><ul><li>Dann, S. and Fry, M. L. (2006) “When is good enough, near enough? Examinations of “success” in social marketing intervention in road safety” , Australian and New Zealand Marketing Academy Conference, QUT, Dec 4-6. </li></ul><ul><li>Dann, S. (2006) “Social Marketing in the Age of Direct Benefit and Upstream Marketing” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006 </li></ul><ul><li>Dann, S. (2006) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social marketing as a hammer, and social marketers as hired guns” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006 </li></ul><ul><li>Dann, S (2005) " Social change marketing in the age of direct benefit marketing – where to from here?" Social Change in the 21st Century, QUT Carseldine 28 October 2005. </li></ul><ul><li>Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005. </li></ul><ul><li>Dann, S & Dann, S (2002) “High–Speed Car Advertising and Road Safety” Australia New Zealand Marketing Academy Conference, December 2 - December 4 </li></ul><ul><li>Dann, S & Dann, S (1998) "Celebrity Endorsement in Social Campaigns: Attitudes Towards the Use of Diana, Princess of Wales in Road Safety Campaigns", Australia New Zealand Marketing Academy Conference, November 29 - December 2, 1998 </li></ul><ul><li>Dann, S & Dann, S (1998) "Marketing in the New Media in the Not for Profit Sector", British Academy of Management Conference, Nottingham, 13-16 September </li></ul><ul><li>Dann, S, Previte, J. & Dann, S (1996) "Social marketing in cyberspace: One step forward or two steps back?", Marketing Educators Group Conference, Academy of Marketing, 1996, Glascow University of Strathclyde (with Susan Dann and Josephine Previte) </li></ul>

27. Linked Elements

28. AMA 2004 <ul><li>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. </li></ul>History

29. AMA 2007 <ul><li>the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large </li></ul>Another History

30. Chartered Institute of Marketing (2005) <ul><li>the management process responsible for identifying, anticipating and satisfying customer requirements profitably </li></ul>Another

31. Method Definition

32. Commercial marketing Client Customer Partner Society Offerings that have value Create Communicate Deliver Exchange Activity Processes Institution AMA (2007) Customer requirement (Profit) Satisfy (Profit) Identify Anticipate Management Process CIM (2005) Whom Why How Mechanism Definition

33. Social and commercial marketing Targeted audience achieve behavioral goals achieve social good marketing Systematic application NSMC (2007) Society Target audience. Influence behaviors Create Communicate Deliver value Process Kotler, Lee & Rothschild (2006) Client Customer Partner Society offerings that have value Create Communicate Deliver Exchange Activity Processes Institution AMA (2007) Customer requirements (Profit) Satisfy (Profit) Identify Anticipate Management Process CIM (2005) Market Purpose Method Mechanism Definition

34. Leximancer Results <ul><li>Leximancer Process </li></ul><ul><ul><li>45 definitions of social marketing </li></ul></ul><ul><li>Results: The Bounding Box </li></ul><ul><ul><li>1. Respect the pedigree as part of the marketing discipline </li></ul></ul><ul><ul><li>2. Social marketing is a means for behavioral change </li></ul></ul><ul><ul><li>3. Voluntary change, either explicitly or through the use of the exchange construct, is a necessary requirement </li></ul></ul>Definition

35. Social and commercial marketing Identify Anticipate Satisfy (Profit) Management Process CIM (2005) Create, Communicate Deliver and Exchange Offerings that have value Activity Processes Institution AMA (2007) Other concepts and techniques? achieve specific behavioral goals systematic application of marketing NSMC (2007) Influence target audience behaviors Marketing principles & techniques Kotler, Lee and Rothschild (2006) Voluntary Behavioural focus Marketing Leximancer Results Method Purpose Mechanism Definition

36. CIM2005 Management process Identify, anticipate, satisfy profitably Customer requirements NSCM2007 Systematic application marketing specific behavioural goals relevant to a social good AMA2007 Activity, process, institution Create, communicate, deliver and exchange Offerings of that have value Clients, customers, partners, society K L &R 2006 Create, communicate, deliver Influence target audience behavior Benefit society Benefit target audience adaptation and adoption of commercial marketing activities, institutions and process Marketing induce behavioural change on a temporary or permanent basis. achieved through the creation, communication, delivery and exchange Behaviour Change Competitive social marketing offering that induces voluntary change Targeted social group Voluntary Self interest satisfaction Return on social investment Social profit Benefit benefit to recipient, partner and society Definition

37. The Leximancer Process Definition

38. Leximancer <ul><li>content analysis emulator </li></ul><ul><li>uses machine learning protocol </li></ul><ul><li>visualization of common themes </li></ul><ul><li>related concept groups from textual data </li></ul>Definition

39. Leximancer results Definition

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