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Week10--socialmarketingandsocialnormsmarketing.pptx

Social Marketing & Social Norms Marketing

Social marketing

Definition

Social marketing is a “process that applies marketing principles and techniques to create, communicate and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment, and communities) as well as the target audience”. (Kotler, Lee, & Rothschild, 2006 cited in Kotler & Lee, 2008).

In other words, using marketing techniques to help influence our audience to behave in a way that contributes to their health, community, or societal gain.

Social Marketing

Uses traditional marketing principles and techniques

CUSTOMER ORIENTATION

Marketing research

Needs, wants, beliefs, problems, concerns, and behaviors

Select target markets

Intended audiences

EXCHANGE

“consumer” interaction in which the perceived gain outweighs the perceived cost

Equal to the return on investment (think HBM…)

Basic principles

Behavior change

Voluntary

Marketing principles and techniques (4 Ps)

Using audience segmentation

Beneficial

Use marketing mix to influence target markets

Product

Types of benefits offered to consumers to make behaviors more enticing.

Price

Perceived costs or barriers associated with the product offered.

Place

Where the consumer is reached with the product and information about it; where the exchange takes place

Promotion

Communication and messaging elements of a campaign

Marketing Mix - 4Ps

Product – using mobile needle exchange program as an example)

Core: benefits the audience values (not contracting HIV)

Actual: features of desired behavior and tangible good/service (How to safely dispose of needles)

augmented: additional tangible goods/services (workers will not report users of using mobile exchange services to authorities)

Price

Not necessarily financial

Concern about being seen

Place

Must maximize convenience… hit them where the behavior would take place. Where are people likely using intravenous drugs and in groups?

Promotion

What is your message and how will you communicate it (delivery, messengers, channels)

How did they use the 4 Ps? Who is the intended audience(s)?

Key Points

Social Marketing is not merely designing ads

Much more than information dissemination

Focus is on removing or minimizing barriers

Creating benefits or alternatives

Giving consumers what they want

Being aware of unintended consequences

Limitations

Is this approach “sugar-coating” the problem(s)?

Distraction

Need to focus on upstream approaches—policy!

Need to be comprehensive

Social marketing includes interventions designed to change the environment (social & physical)

Social norms marketing

What is Social Norms Marketing (SNM)?

Social Norms are the perceived standards of acceptable attitudes and behavior prevalent within a community.

This approach often targets young people, especially those at college or university campuses.

Why do think this approach would be more effective with younger populations?

(ICAP, 2009)

What is SNM? (continued)

Historically, most SNM campaigns have used print media:

Posters, flyers, or ads in the school newspaper

SNM can be used to address alcohol abuse, tobacco, seat belt use, sexual behaviors, gambling, etc.

Opportunities exist for innovative methodological approaches using new social media.

(Perkins, 2003)

Model of Social Norms Approach to Prevention

Baseline Identify actual and misperceived norms

Intervention Intensive exposure to actual norm messages

Predicted Results Less exaggerated misperceptions of norms

Less harmful or risky behaviors

(Perkins, 2003)

Data collection:

Does the misperception actually exist,

The majority of people must engage in the healthy behavior < 50% (or else a “norming” approach won’t work, obviously).

Effectiveness

Mixed results

Case studies reveal that SNM is a promising prevention strategy.

Works better in homogeneous environments

Randomized Controlled Trials

Outlet density mitigating factor

(ICAP, 2009)

Social Norm Efficacy

Fidelity

Adhere to theoretical principles

Dosage

Think like a advertiser

Social norm interventions work well at the individual level

BASICS

Opportunity to provide context

Feedback loop

Summary

Social Norms is a theory used within Social Marketing

Traditional Social Norms messages:

May not provide a strong enough “exchange”

Highlight other more salient normative behaviors

May not segment adequately

Not consumer oriented

Message is not believable and agitates the target audience

More research needs to be conducted with social norms interventions utilizing social marketing principles

References: Social Norms

Perkins, H. Wesley. (2003) The Social Norms Approach to Preventing School and College Age Substance Abuse. San Francisco, CA: Jossey-Bass.

Perkins, H. Wesley. (2006) A Brief Summary of Social Norms Theory and the Approach to Promoting Health. Geneva, NY. <http://www.alcoholeducationproject.org/Social%20Norms%20 Summary.pdf>

DeJong, W., Schneider, S. K., Towvim, L. G., Murphy, M. J., Doerr, E. E., Simonsen, N. R., Mason, K. E., & Scribner, R. A. (2009). A Multisite Randomized Trial of Social Norms Marketing Campaigns to Reduce College Student Drinking: A Replication Failure. Substance Abuse, 30(2), 127-140.

Wechsler, H., Nelson, T. F., Lee, J. E., Seibring, M., Lewis, C., & Keeling, R. (2003). Perception and Reality: A national evaluation of social norms marketing interventions to reduce student’s heavy alcohol use. Journal of Studies on Alcohol, 64, 484-494.

References: Social Marketing

Glanz, Rimer, & Viswanath. (2008). Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass.

Kolter, Roberto, & Lee. (2002). Social Marketing: Improving the Quality of Life. Thousand Oaks, CA: Sage Publications Inc..

Kotler, P., & N. Lee. (2008). Social marketing influencing change for good. 3rd ed. Los Angeles: Sage.

Rothschild, M. L., B. Mastin, & T. W. Miller. (2006). Reducing alcohol-impaired driving crashes through the use of social marketing. Accident Analysis and Prevention, 38(6):1218-1230.

References

Dodd, V., Glassman, T., Arthur, A. A., Web, M., & Miller, E. M. (2010). Why underage college students drink in excess: Qualitative research findings. American Journal of Health Education, 41, 93-101.

Glassman, T., & Braun, R. (2010). Confusion surrounding social marketing strategies and social norm theory: To prevent high-risk drinking among college students. Social Marketing Quarterly, 16, 94-103.

Glassman, T., Dodd, V., Miller, M.M., & Braun, R. Preventing high-risk drinking among college students using social marketing strategies: A case study. Social Marketing Quarterly, 14, (4) (in press).