We had a guest lecture on Social Marketing by Sean Kidney, here is an encapsulated version of it.
Social Marketing?
Social marketing is the systematic application of marketing, along with other communication concepts to achieve specific behavioural goals by designing "change campaigns" for social good. According to Kidney, "It is the technology about achieving social change."In social marketing, individuals directly or indirectly act as "personal social agents". Marketing is an exchange for mutual benefit, similarly, social marketing bridges constraints between two factors - you sell your "story" to achieve social good - mutual benefit relationship.
The Change
According to Kidney, social marketing aims at behavioural change and attitudinal change. "Compulsion change" - bringing about changes in law and regulation through lobbying, insider and outsider approaches, helps activist organisations achieve their main outcome - social change by tactically targeting powerful people. It aims at mainly using the structural change approach with an element of individual behaviour change as an "engagement strategy".
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| Social Change |
Social marketing is the systematic application of marketing, along with other communication concepts to achieve specific behavioural goals by designing "change campaigns" for social good. According to Kidney, "It is the technology about achieving social change."In social marketing, individuals directly or indirectly act as "personal social agents". Marketing is an exchange for mutual benefit, similarly, social marketing bridges constraints between two factors - you sell your "story" to achieve social good - mutual benefit relationship.
The Change
According to Kidney, social marketing aims at behavioural change and attitudinal change. "Compulsion change" - bringing about changes in law and regulation through lobbying, insider and outsider approaches, helps activist organisations achieve their main outcome - social change by tactically targeting powerful people. It aims at mainly using the structural change approach with an element of individual behaviour change as an "engagement strategy".
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| Four P's of social marketing camapigns |
Top 10 social marketing campaign tips:
- In-depth research of the problem
- Ascertain target audience
- Establish key advocates, influencers and decision makers
- Plan, prepare and frame messages
- Tell stories, not just facts
- Chalk out collective, realistic, measurable solutions
- Build coalitions
- Neutralise your opponents
- Test your campaign
- Than go public!
