3 readings main points and details, 3 pages within 8 hours

Lee Kotler (ch 1) Defining Social Media Marketing

· Social marketing: efforts focused on influencing behaviors that will improve health, prevent injuries, protect the environment, contribute to communities, enhance financial well being

· Influencing behaviors

· Things to influence the target audience:

Accept a new behavior

Reject a potentially undesirable behavior

Modify a current behavior

Abandon an old undesirable behavior

Continue desirable behavior

Switch a behavior

· Most challenging aspect: rewarding positive behaviors rather than punishing negative behaviors

· Utilizing a systematic planning process that applies marketing principles and techniques

· AMA marketing: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers at large

· Customer orientation (what they want) → environmental scan

· Situation analysis: SWOT - strengths to maximize, weaknesses to minimize

· Target audiences, behavior objectives and goals

· Formative research: identify audience barriers, benefits, and competition

· 4 Ps: place, product, price, promotion

· Focusing on priority audience segments

· A distinct mix of the 4Ps for each segment of target audience

· Target powerful community individuals → institutional and policy change

· Delivering a positive benefit for society

· Social marketing: use of marketing principles to advance a social cause, idea, or behavior - SOCIETAL GAIN, not financial

· Segments based on the prevalence of the social problem, ability to reach the audience, readiness for change

· Competition: current/preferred behavior of our target audience

· Similarities b/w commercial and social marketing

· Customer orientation

· Audiences

· 4Ps

· Results are measured and used for improvements

· 5 major focus areas

· Health promotion

· Injury prevention

· Environmental protection

· Community involvement

· Financial well-being

· Other ways to impact social issues

· Upstream factors: tech. Innovations, scientific discoveries, economic pressures, law

· Midstream factors: family, friends, neighbors