Social Marketing Strategies
Social Marketing Strategies
Social Marketing Strategies
Strategies
Marketing
Analyze
What is their response to your campaign? What are the hot
topics being discussed online?
Khan indentified 3 pillars of engagement: campaign, content, and connections. Make sure
the campaign is specific to your target audience. Deliver content that is timely, frequent,
and high quality. People want to get updates from their favorite brands regularly. Respond
to this demand and establish connections with them. To cultivate this relationship, it’s
important to see the “customer” as an individual with a distinct background, and a unique
behavior and set of preference.
Influence
The more you engage with your consumers, the more there are
influencers are created. According to Khan, influencers are
people who passionate about your brand. In the process of
continues engagement with them, they become experts about
your products and help you reach other people within their
network.
Measure
While social media provides constant feedback, it’s important
you still measure the impact your campaign is having. Tools like
Facebook Insights, Google Analytics or Brandwatch are just
some of the tools that help you make sense of the data.
As more people join social media, the traditional gatekeepers of influence are also being challenged. One of
the issues emerging from this is how social media influencers behave. I’m sure you’ve followed celebrities,
bloggers, and vloggers on Facebook and Instagram who share “paid” posts, leveraging their so-called “clout”
to promote a brand. With this in mind, take the time to read this article entitled:
Why luxury resorts are fed up with 'freeloading' social media 'influencers' and
share us your thoughts about it.
How to
BALANCE TRADITIONAL AND SOCIAL
MARKETING STRATEGIES
4 Concepts of Marketing:
- Andre Kay, CEO and Chief Marketing Officer for Sociallybuzz, a social media
management firm
SUGGESTIONS IN INTEGRATING TRADITIONAL
WITH SOCIAL MARKETING:
1. Connect print media with social marketing by providing the link to the company website on all your printed
advertisements (brochures, business cards, etc.)
2. Print Testimonials of your customers from your social media accounts to your print ads.
3. Link an offline promotion with an online advantage by doing an “x-deal” with your customers. You may give a
free product / service to your customers in exchange of an agreement to post the promo they get from you to their
social media accounts.
4. Build Customer Engagement with Email Lists or Opt-in Cards by giving special discounts to those who will sign-
up in your online promotions or liking your social media post.
5. Enlist all Employees in Blending Strategies by seeking their help to notify customers regarding your social
media presence.
6. Cross Sell Online and Offline by giving your customers the correct and valid url of all your social media accounts
to make sure that they are all proper aware of how they can easily find you in case they need purchase your product
or ask for your service.
Social
Marketing
for Social
Mobilization
Social Mobilization – it is the process of bringing together all
feasible and intersectoral social allies to raise people’s
awareness and demand for a particular development
program. Will lead to strengthen community participation for
sustainability and self-reliance. (McKee 1992).
It is undeniable that social marketing drew from commercial marketing but it Price - not just the monetary cost of the
differs in motive or objectives. Commercial Marketing is more on economic product but also the following:
profit or personal interest and social marketing is on social development or
Opportunity Cost – time lost for other
behavioral change.
activities.
Physical Cost - the stress and risk
Social Marketing Objectives (Stuart 1992):
exerted.
to promote social ideas, values, and practices supportive of Social Cost - possibility of being
development goals through people participations; negatively judged by others.
to increase and facilitate the acceptability of a social idea, cause Place – refers to the channels on how the
or practice among its intended audience; ideas deliver or on how to the target clientele
to reinforce or change people’s knowledge and understanding, accept or obtain the social marketing goals.
attitudes, beliefs, skills and practices; and
to resolve problems confronting a target group that could lead to Promotion – refers to strategies and activities
improving their living condition. to popularize the idea or concept of
development.
Additional Elements:
1. Product – make sure that you know well the product, its significance and contributions.
2. Audience – be aware of your audience’ characteristics, profile and literacy rate. Segmenting the audience will give
necessary and applicable social marketing strategy.
3. Adult Learning Principle – can apply suitable learning principles. Adults learn when they want to and when they
feel they need to.
4. Presentation of Products – make sure that your product is well presented that directly suits to the needs of target
clients. Make them want it and need it. Present in a meaningful and persuasive way that you can gain their trust and
make them feel that they need you or your product. You can also publicize the success of your company and other
activities.
5. Positioning – present or sell your product/service in the most effective means. It could be a place of presentation or
through mass media. Just make sure that the target audience has access to this.
6. Resources -make a list of the resources to be needed and the personnel assigned.
7. Priority List and Analysis – make a list of the company or target audience that are interested and could possibly buy
or avail your product/service. Make them as the first priority. Analyze the company or target audience that has a less
of chance of buying or purchasing your product or service and create another marketing strategy that suits their needs
or desire.
8. Connection – connect with other company or agencies that has same goals as yours. Make a good and productive
engagement with them. Treat them well especially the potential donors.
Mobilizing
Public Will For
Social Change
Published in 2003, Mobilizing public will for social change, gives an in-depth view
of the theories and strategies of ‘public will’ campaigns and provides concrete
parameters for their evaluation. It gave answers to the questions, which over the
years, communication researchers, sociologists, public health specialists and
political scientists sought to answer.
It gives several strategies for use in mobilizing the public through an intervention
of models of agenda setting, social problem construction, issue management,
social movements, media advocacy, and social capital.
The Philosophy of the Public Will Campaign
“Public sentiment is everything. With public sentiment nothing can
fail; without it, nothing can succeed. Consequently, he who molds
public sentiment goes deeper than he who enacts statutes or
pronounces decisions. He makes statutes or decisions possible or
impossible to be executed."
Efforts of public will campaigners may be criticized and delegitimized as rooted in politics or partisanship.
Individualism rests at the base of the cherished “one-person, one-vote” tenet of democracy, and has long served as
the rationale for the pervasive use of individual-behavior-change campaign strategies.
Under this ideology, the responsibility for health rests with the individual, and thus such public health threats as
AIDS, smoking, premature heart attack and cancer historically have been viewed as individual-level problems.
The compatibility between the underlying cultural ideology of individualism and the public health construction that
individuals are responsible for their health, the individual behavior-change campaign strategy has long been used
and considered an appropriate and apolitical solution to social problems.
Thus, by seeking to institute change beyond the individual level, public will campaigns may be viewed with
suspicion or greeted with accusations of “politicizing” otherwise “scientific” issues.
The underlying cultural ideology favors the use of individual-level approaches to addressing social problems, often-
burdening proponents of public will campaigns with the need to explain and justify their goal of trying to change
the system. This structural condition has implications for the campaign’s goals and evaluation criteria.
B. EFFECTIVE PUBLIC OPINION
In any realistic sense, public opinion consists of the pattern of the diverse views and positions on the issue
that come to the individuals who have to act in response to the public opinion. Public opinion which was a
mere display, or which was terminal in its very expression, or which never came to the attention of those
who have to act on public opinion would be impotent and meaningless as far as affecting the action or
operation of society is concerned (Blumer, 1948).
“Effective” public opinion, is much more than the sum of individuals’ preference or attitudes, which is the definition
used in survey research (Blumer, 1948).
Effective public opinion is that expression of sentiment that actually reaches the systematic agenda of political
decision- makers, and can be achieved either directly through lobbying and other forms of direct communication, or
indirectly, through publics motivated to mobilize for political action.
Hence, public opinion is a dynamic process with a desired goal of policy change, rather than a static snapshot of
individuals’ opinions.
C. COMMUNITY AS THE MECHANISM OF CHANGE
A community is seen to be the as the actual mechanism, rather than mere location, of change (Bracht, 1999). This
view recognizes that individuals may make choices, but they do so from options determined by their environments.
This line of thinking conceptualizes community in social-psychological rather than geographic terms, and focuses
on such notions as networks, mobilization, participation, involvement, and sustainability.
It gives a notion that if community institutions (churches, schools, government offices, and the like) are not
participating, not reinforcing campaign themes and desired choices, efforts to mobilize the public will are unlikely to
be successful. This in turn suggests that community institutions are not static or immutable, but rather malleable and
capable of being mobilized in unified and coordinated fashion to shape individuals’ social, political and economic
environments.
Interdisciplinary
Models and Theories for
Public Will Campaigns
A. SOCIAL PROBLEM
CONSTRUCTION
per se, but rather on values, labels,
strategies and the interests of
Social problem exists when an Issues become known as a claims- making individuals and
influential group asserts that a social problem only in the groups, the goal of which is to
certain social condition affecting context of a chronological era influence the public will in hopes of
a large number of people is a and social structure when some garnering political resources to
problem that may be remedied influential individual or group (a) remedy the social condition
by collective action (Zastrow, provides a label to the defined as problematic.
2004). In other words, “…our phenomenon and (b) claims that Furthermore, the process of social
sense of what isor is not a social the condition is indeed a social problem construction is highly
problem is a product, something problem. competitive, as competing claims-
that has been produced or makers seek to have their problem
constructed through social Viewed from the constructionist definition—rather than that of a
activities” (Best, 1989 a:xviii) as lens, the study of social competitor—accepted by the
opposed to the objective problems does not result in a media and political decision
conditions themselves. focus on objective conditions makers.
The key term in this definition is “asserts,” for the prevailing
view of social problems comes from the constructionist
perspective, which focuses on the communication activities of
“claims makers,” i.e., influential individuals and/or groups
that make claims that certain objective conditions constitute
problems worthy of social attention and political remedy.
Students of social problem construction have identified a rich inventory of strategies used by claims
makers in public will campaigns to define and frame social problems:
Social problem construction is a necessary condition for the organization of a public will campaign.
At the same time, the construction of a social problem involves the use of public will campaigns to
define and typify the conditions that a claims making group contends are problematic and to raise
public awareness and eventually gain the attention of influentials
B. AGENDA BUILDING
Scarcity is at the basis of agenda building theory. In order to gain access to one
of the limited and highly cherished slots on some institutional agenda, groups
must attempt to gain a competitive edge over rivals.
Subjectivity suggests that the meaning of an issue is not inherent, but rather
intentionally defined and redefined by groups seeking to make their issue more
“marketable” or attractive to the gatekeepers who control access to institutional
agendas.
The most enduring description of the agenda building process is offered by Cobb and Elder (1983).
The process starts with recognition of some conflict (analogous to a social problem in sociological
literature) involving differences of opinion regarding policy options, allocation of scarce resources,
interpretations of scientific information or other disagreements.
The next two ingredients in Cobb and Elder’s model of agenda building are
triggers and initiators.
Triggers are unforeseen events that the initiator links malleable and subjective rather than fixed. That is, an
to a conflict in an effort to gain visibility. issue is what someone defines it to be.
In the context of media practices and effects, framing Framing for content involves the power to define. More
refers to “persistent patterns of cognition, interpretation importantly for public discourse, framing establishes the
and presentation, of selection, emphasis and exclusion, by parameters in which individual choice and public policy
which symbol handlers routinely organize discourse,” occur from a pre-ordained array of alternatives (Salmon,
whether verbal or visual (Gitlin, 1980:7). 1989; Salmon, 1990).
Framing is analogous to “typification” in social
problem construction and a close cousin of “issue
characteristics” in agenda building: all of these Framing influences the perceptions and interpretations of
concepts refer to the use of symbols to represent an media consumers and politicians alike. Experimental
issue or social problem, with the goal of maximizing manipulations of the framing of news stories have been
influence on the public will. found to result in “priming” effects, i.e., to cause people to
infer different conclusions about whether a particular
Framing for access includes the use of such tactics social problem is the fault of individuals or of the social
as: tying a news story with some anniversary of an structure (Iyengar, 1991).
historical event; touting a new breakthrough or
discovery; linking a news story with a celebrity; Framing is an indispensable element of public will
finding an ironic twist in an issue; identifying a local campaigns, and straddles the entire process of campaign
angle to an otherwise national story; or linking a story design and implementation. Framing is also a competitive
to a holiday or seasonal event (Wallacket al., 1993). enterprise, as groups regularly seek to impose their
frames, their definitions on others, and to win acceptance
Framing for content involves the power to define. of their frames in the minds of the public and policymakers
More importantly for public discourse, framing alike.
establishes the parameters in which individual choice
and public policy occur from a pre-ordained array of
alternatives (Salmon, 1989; Salmon, 1990).
Mass
Communication
and Social
Perceptions
In the 1970’s, communication scholars began
asking new questions about how media affected
individuals and society, especially in regard to
public will campaigns. The following theories
emerged from this period
Agenda Describes the role of
1. Communication and Education – social ties at 3. Credentials and Networking – the reputation
a local level are more effective in communicating and network of an individual influences the
and educating others about social issues because decision-making process
they are familiar with one another and have
existing relationships as a foundation e.g. A local politician with a rags-to-riches story
may exert more influence in lobbying for
e.g. the barangay kagawad will be able to improved access to education compared to an
communicate to his neighbors the concern over a ordinary person.
dengue outbreak better than the DOH secretary
4. Reinforcing awareness – mobilizing the public
2. Influence and Power – Individuals or will requires frequent campaigns to be carried out
institutions greatly influence the decision-making in order to sustain the program
process
e.g. Earth Hour, National Mental Health
e.g. Celebrities advocating for a specific cause i.e. Awareness Month
mental health; the Iglesia Ni Cristo recommending
candidates for elections
In mobilizing public will, social
marketing is an approach that employs
Marketing
purchase) a behavior. The 4Ps of
product, place, price, and promotion
are applied to a social context. Not all
social marketing campaigns, however,
are used to mobilize public will.
Examples of
Mobilizing
Public Will
Click it or Ticket
Brief History: In 1985 only 26% of North Carolina’s Purpose of the Click it or Ticket campaign:
population wore seat belts. Seat belt Safety was framed Remind the general population about seatbelt laws
as an individual problem. Safety experts from across the
Inform the public about the benefits of increased seatbelt
state rallied together to reframe traffic safety as a public
health issue. usage
Legislation: The first legislation was approved targeted Gather support for seatbelt safety issues
at children. Legislators were able to pass a child restraint Warn the public about the upcoming seatbelt check points
law.
In 1985 – A statewide seat belt law was finally passed – Results of the campaign
This is along with the efforts of legislators, academics, Increase in seatbelt use to 82%
citizen lobbyists joined together to create public will.
Encouraged the public to act for policy change
The Governor’s Highway Safety Initiative (GHSI) with
some seat belt and safety advocacy created the “Click it The fine charged for the seatbelt law goes toward local
or Ticket campaign through TV, radio, newspapers and schools therefore benefiting the community
public appearances. Other states take part in similar programs as well
Click it or Ticket was recognized by the National Highway Traffic Safety
Administration (NHTSA) as national mobilization is one of our best tools
for increasing awareness and belt use. Seat belts are the single most
effective safety technology in the history of the automobile. A NHTSA
study of lives saved by vehicle technologies found that, between 1960
and 2012, seat belts saved more lives—329,715, to be exact—than all
other vehicle technologies combined, including air bags, energy-
absorbing steering assemblies, and electronic stability control
Seat belt laws in the Philippines
We also have a seat belt law in the Philippines as well which is Republic Act No. 8750
which is known as the Seat Belts Use Act of 1999
The MMDA (Metro Manila Development Authority) also has a No Seat belt penalty with
meager fines of P1,000 on first offense and P2,000 on second offense. For third offense
the fine is P5,000 and have your license suspended for one week,
Seat Belts Use Act of 1999: “The driver and front seat passengers of a public or private
motor vehicle are required to wear or use their seat belt devices while inside a vehicle of
running engine on any road or thoroughfare.
In a report published by Vera Files, the failure to wear seat belts is the most violated traffic
rule in the country. The government still collected only around P80 million in seat belt
violations penalties.
Smoking – California Initiatives
History: As early as 1970s smoking was
considered an acceptable practice in most
public establishments. Grassroots organization The non-smokers rights
deemed that “little support from the mainstream
health organizations like the American Cancer activists gained the larger
Society, American Heart Association, and segment of the population
American Lung Association”
by presenting smoking as a
Different views to the problem:
social problem that
To non smokers’ right activists – social, eventually will affect
environment, and political problem
everyone.
To voluntary health organizations – a medical
problem, (which needs to be treated)
Smoking itself was considered an individual
problem, however, second-hand smoking is
not.
Strategies and Initiatives
Initiated a public poll that supported tax increase
Used the Fairness Doctrines which forced media outlets to broadcast both sides of the
issue.
Launched a massive signature campaign “signatures are even delivered in ambulances
to create media attention”
Launched a “Health Protection Act” campaign which focused on healthcare education
They were able to release to the public both financial costs and smoking related deaths
to California
By 2001, per capita cigarette consumption had fell 55% compared with a 30% decline
nationally.
Strategies and Initiatives
California Tobacco Tax and Health Promotion Act (Proposal 99) – increased the cigarette tax by 25
cents per pack. Money for the tax were allocated specifically for healthcare, education research and
environment. In order for this to take place, a public opinion poll indicated that 73% of the polled would
support a tax increase. I would also like to point out in this case that the Coalition for Healthy California,
the one pushing through with Proposal 99 had very little funding from small donations.
Fairness Doctrine is a federal policy in the US requiring TV and radio to present contrasting viewpoints
of controversial issues of public importance.
Cai (2012), was able to identify in her study that these campaigns do help increase people’s cognition,
awareness, and attitude toward antismoking. On the other hand no evidence shows a significant
relationship between these antismoking campaigns and smokers’ actual behavior change, especially
quitting the smoke - more attention needs to be paid to different strategies to attempt to address the
undeniable health implications for those who continue to smoke.
Violence Against Women Act
The act was passed in 1994 as a result of four years By 1977, two national domestic violence bills has been
of lobbying and activism. This is to address the proposed though defeated. This attracted more attention
physical and sexual assault of women in public at on the issue. In 1979 President Jimmy Carter created Office
home and in the justice system. of Domestic Violence in 1979 acknowledging the need for
legal and social reforms. In 1990 Senator Biden introduced
VAWA. It’s office drafted the legislation and introduced it to
Women’s rights movements are already visible in
the Senate without offering specific reasons for deciding to
the 1970s. They publicized the issue of violence to
action the issue. It is then realized that VAWA was proposed
be a new phenomenon. Marches, protests, rallies
to create penalties for gender-related violence and gives
are used to spread their message.
the state money to formulate programs to combat
domestic violence and sexual assault.
Changing public opinion and influencing issue
awareness were considered essential. More than Gardsbane (2016) was able to indicate in her study that
one thousand groups and many more individuals Violence Against Women is a Global issue and is affecting
expressed their support. Advocacy groups such as society in different ways. As a human rights and social
National Organization for Women (NOW) and Family justice issue, s a public health imperative, as a major driver
Violence Prevention Fund (FVPF) lobbied heavily. of HIV and as a as an economic issue with direct costs.
The Susan J. Komen Race for the Cure
History: Breast cancer is the second-most deadly form By 1977, two national domestic violence bills has been
of cancer for women. Nearly 40,000 women die from proposed though defeated. This attracted more attention
breast cancer yearly. Public awareness was non on the issue. In 1979 President Jimmy Carter created Office
existent. After Nancy Brinker lost her sister to breast of Domestic Violence in 1979 acknowledging the need for
cancer, she formed an organization dedicated to saving legal and social reforms. In 1990 Senator Biden introduced
lives and raising breast cancer awareness. VAWA. It’s office drafted the legislation and introduced it to
the Senate without offering specific reasons for deciding to
Programs under Susan G. Komen Foundation action the issue. It is then realized that VAWA was proposed
to create penalties for gender-related violence and gives
The Race for the Cure – across all nation, local groups the state money to formulate programs to combat
organize 5k runs. As a whole, they attracted 1 million domestic violence and sexual assault.
participants. This is highly publicized relying both a
national advertising campaign as well as local media to Gardsbane (2016) was able to indicate in her study that
get the message out. Violence Against Women is a Global issue and is affecting
The National Breast and Cervical Cancer Early Detection society in different ways. As a human rights and social
Program – Female foundation members spread the justice issue, s a public health imperative, as a major driver
word through Internet, media, and local groups. People of HIV and as a as an economic issue with direct costs.
were encouraged to contact their congressperson to
stress the importance to fund this program.
The National SAFE KIDS Campaign
Strategy of the campaign
History: The number one killer of children is 1. Conduct media outreach and create public awareness
unintentional injury (a.k.a accidents) In 1999, 2. To encourage grassroots activity through local
5,834 children died from unintentional injuries. coalitions
In 2,000, almost 7 million children ended up in 3. To gain support for injury prevention public policy
emergency rooms because of unintentional
injuries. Local coalitions were created with load of information
about injuries and best prevention strategies
The National SAFE KIDS Campaign is a
- These coalitions were able to provide information to the
comprehensive campaign to protect kids from
media to gain public support on a broad scale.
unintentional injury.
- They were able to draft press releases and brochures
- The campaign took also a role in politics and they were
able to draft policies and legislation.
Evaluating
Social
Change
For assessing micro-level outcomes – we can use experimental
studies.
Evaluating Potential Pitfalls
Micro level outcomes examples are individual attribution to a social
problem. What is the function of an individual to a bigger social Of course, given the examples of
problem. The subject of the experimental studies would revolve the campaigns mentioned, we will
around the individual and its settings, the conditions he is in. Which be always open to potential pit falls
then will be the topic of experiments as well. that may occur in launching our
programs. Therefore we need to
- Monitoring paradigm – focuses more on the changes that can adhere to the following evaluation
happen only on a specific time. principles:
For assessing macro-level outcomes – case studies and quasi- 1. Do a systematic and rigorous
experimentation are more appropriate research
Macro level outcomes examples are the bigger scope examples are 2. The campaign must be based on
changes in public policy, community mobilization. They need to do a theoretical underpinning the
different case studies to compare several groups, build different campaign itself
phases in analyzing national campaigns and the like.
3. Campaigns always draw to the
- Advertising paradigm – This focuses more on intermediate Social Marketing theory
outcomes such as changes in awareness and behavioral intention.
1. In order to do a systematic research, it must conform to the following:
Formative research - uses qualitative and quantitative methods to provide information for researchers to plan
intervention program.
Efficacy Evaluation – determining the maximum of a campaign message given any circumstances
Process Evaluation – will tackle mostly efficiency to any communication strategy
Outcome evaluation – will determine whether objectives are met.
2. Theories are explanation on why things occur. Every strategy or campaign must always have a theoretical
equivalent so outcomes can be easily determined in comprehensive evaluations.
3. Social Marketing Theory – Going back to the previous module on 4Ps pertaining to social problems and proposed
remedies. Assessing intermediate outcomes would require the following steps:
TH
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