Social Marketing Case Study

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“There is john just here to tell you a little bit about social marketing theory theory and take you through a case study. Just so you can see how it applies in the real world. So first off what is social marketing theory. Glad you asked basically it s taking marketing theory.

That you would use in a commercial setting and applying it to create behavior change and positive social change alright so in a commercial marketing. What you have is you you have customers who have a certain need and so the marketer sees that need they tailor our product to meet that need and then they try to motivate the customers to buy that product. So there s a kind of a two way cycle. Going where they re actually looking very deeply at the customers in in the marketplace.

So the same thing kind of happens with social marketing in social marketing. Though instead of like a physical product. You actually have a behavior that you re trying to encourage people to do and so that behavior could be something like accepting a new behavior. Such as exercising it could be trying to get people to reject a new behavior like trying to kick keep kids from trying drugs from first time.

It could be to stop an old behavior as in quitting smoking. And it could also be to modify a behavior such as drinking water instead of soda and so the important thing. Though is that it s for the good of society. Doesn t necessarily have to be helping.

So often it is and it goes beyond just awareness. You re actually trying to influence the action and get people to take action on these things that you want them to do and so that brings me to my next point so in order to think like a marketer you have to anticipate like a marketer would because in a perfect world. I mean people would see that product and then they would just automatically duck. But that doesn t actually happen if there s going to be some sort of barrier in the way that s stopping this this behavior from happening.

Otherwise. It would already be happening all right so it s up to the marketer to decide what those barriers are that are keeping them there public from from adopting this behavior. But it gets more complicated than that because the public is not just one uniform group. It s actually made up of several smaller target segments.

And so a marketer has to go through they have to figure out okay. Who s who has similar barriers and who how can i get around these barriers to to reach these different groups of people and then of course. This is happening in a vacuum. Either there s also going to be competition from outside sources.

As well and so that means that there needs to be a good plan in place..


And so that s where the marketing mix comes in these are four tools that marketers use to help them to get around the barriers. And and motivate people to to take on this new behavior. And as a side note. This has also has a lot to do with social exchange theory.

This these two theories are really tied up to each other so if you remember social exchange theory is about what motivates people to do one thing versus and other things so. When they perceive the benefits. Outweigh. The costs of doing something then they re more likely to actually do it.

And so good marketer is trying to trying to tip the scales in favor of their behavior and away from whatever the competition has to offer all right so there s four things available that they can they can change that should affect this outcome. And so the first thing is the product itself. What is the behavior that you want people to do what are the benefits to the behavior. What are the support services that you re going to provide to help people to do that behavior so for instance in the case of non smoking those help lines those nicotine patches nicotine gum things like that those are all support services next price so this isn t talking just about money could be money.

But it s also about like if there s a social stigma. For instance is there is there an emotional cost is there a physical demand that s placed on you by doing this what s what are those barriers that are preventing people from actually doing this then place. Where is this actually going to happen how can we make it accessible. So for instance.

If there was a recycling campaign. Well where do you expect people to recycle. How are they going to be able to do that so you re going to provide pickup service at their homes are they going to have to take it to a recycling center. How s this going to work all right and so once you have those three things in or an idea those three things a product price in place.

Then you re ready for promotion your promotion is basically how you make those things known to your target audience. And then also how you propose them so the way that the channels that you use could be a part of your promotion. The way it s actually presented the wording the visuals and so on that s all a part of the promotion process all right so it like i said it goes beyond just awareness and encompasses all of that so all that said. The important thing to keep in mind with this is that it s a process.

It s a system. And there s not necessarily one right way to make this system work. But this is one that s been recommended by the national social marketing center in london. And i thought it would did a pretty good job of showing how systematic and how iterative iterative.

This process can be so first get started you want to identify your issue..


Understand what resources you have identify any risks involved in promoting this behavior. Step two scope you want to gather info. This is where you re doing your market research and really trying to understand the lay of the land the lay of the market and analyzing who are your target segments all right once you have that information established. Then you re ready to actually develop your program.

So what are you going to do what are your fork is going to be for each target segment. What are your objectives that you re trying to meet for each of those segments. What success going to look like how are you going to track all the the data to make sure that you re on track to meet those goals alright and so once you have a plan in place. Then you re ready to implement that plan and of course as you do this you monitoring.

And that s pretty much self explanatory all right and then along the way you re also going to be evaluating that means that you need to be collecting data and then analyzing that data to see ok is this actually working just a plan. I developed moving people towards increasing that behavior or do we need to go back to developing and see if we can tweak some things and then that also gets into the following up with the next steps. And i ll long keep in mind that this isn t happening in a vacuum. There s going to be other factors occurring like competition and and so on so you need to really be on the up and up alright and so that takes us to the case study.

I decided that i wanted to to do my case study on donate light florida. Which is dedicated to registering organ tissue eye donors in the state of florida and the reason i have such a strong feeling about this is because my family is benefited from this in the past. My wife is actually the recipient of two heart transplants and a kidney transplant. Just for fun as she likes to say so they do some great work they re really important to my family.

And so it s important for me to see them succeed so with all that in mind. Let s take a look at their organization. So this is a website donated like florida org. And from all.

I could tell. This was last updated in 2009. And it s starting to show its age. It has not aged gracefully if if i may say so.

The page navigation. If you look at the top there s navigation up there there s some navigation to the side the about us section. If you click that it leads you to a blank page. It doesn t well not completely blank.

But it doesn t have any information on there so some of the organization of the site is a little bit confusing in some places..


There is some information on there about some of their additional programs and a section for people to actually register to join the donor registry. But it s no real clear call to action on any of these thoughts. So there s a lot going on here that they can improve and then they also operate a facebook page which they do update on a regular basis and an instagram page scheme instagram profile as well. Which is usually used for getting volunteers promoting their events.

Sharing. Inspirational quotes and that sort of thing. The facebook takes a little bit further and they they have stories about people who have received organ transplants from around the country and so on and so they are active in social media. So when i took a look at their digital presence and considered their mission.

There were a few things that jumped out at me. So first off was the market segmentation from all of i could tell it appears that they really haven t identified market segments and so they re using one strategy and trying to make that strategy fit everybody when there may be different reasons that one group is afraid to to donate their organs versus another which also brings us to the barriers or the costs involved in in organ donation. All right so they have some of these barriers identify them frequently asked questions about organ donations and there are some things that that they have they have identified. But there s not a real coherent strategy for minimizing costs and people have to dig through a long list to to find the one that might apply to them all right so that might they might not take the trouble to do that it s the proud with this and then it also gets into product position their product positioning is is great really it they re giving a life saving gift when they do this i mean its inherent in the name donate life.

But they re not giving clear action steps and there s some some problems with the accessibility and then as far as promotion goes. This is where they re they re doing somewhat of a good job at least they have an active facebook page active instagram page. They have swag and events that they they hold so there is something there to work with they just need to strategically leverage. These acts there are these assets for the different market segments that they have which brings us to our next slide.

Where to next. Glad you asked so first off. They need to do a better job of understanding. What the market segments are alright so they have their desired behavior registered organ donors.

I mean who are these people they re going to have to do some market research that means focus groups usability testing on their site surveys. If there s any publicly information or public information available about the market segments. It s already been done that s also okay and when they re deciding these market segments. They ve got to go beyond just you know hispanics blacks women men they need to dig deep what is what are these these factors.

Preventing people from actually donate and then that goes to the next step planning your marketing mix. So once they ve established all of those marketing segments. They need to consider their proposition for each what s the product. How are they going to how are they going to display this differently maybe for one group they may value.

Giving a life saving gift..


Another group though may not be so open to maybe they they want to promote themselves as appearing to be a good person. And so they may be more motivated by other things so they need to consider what s going to motivate people for each segment. All right and then of course making the behavior. Accessible so first off mobile friendly site is a must they can t they can t afford not to be seen by people who only have access to mobile devices site navigation needs to be simplified needs to be easy to find what you want to find three clear calls to action they need to they need to let people know how they re supposed to act on these these propositions and then for their forms that should be secured because they re taking a lot of personally identified ental information.

And they also need to be simplified right. Now you see the form. It s a big wall of white white boxes. And you know for some people.

That s pretty intimidating they make a mistake to give up already you know so it s not worth it to lose it for simple things that are within their control. Like that all right and so that brings us to the future of the field in general and so we re actually. This is going is kind of following. What s going on virtual marketing.

Right now so we see big data really transforming marketing with facebook with google and amazon and all those big players who know so much about you and so they can they can create market segments that you know we re just impossible in the past and so they can really super target things directly to you and so i don t think. This is going on as much in social marketing and i think that that s what we re going to see start to happen in the next. Few years is that that these algorithms and ai is going to influence how we decide market segments and then also the user interfaces that are coming online. Now like vr.

They are touch and so on i think that s also going to affect how we promote and how we guarantee accessibility for different groups of people all right so with all that said really we all need to be rooting for this because when social marketing is successful. What we all benefit from that so you know why not all right and so that brings us to let your discussion question what potential barriers might prevent people from registering as organ donors and how could you offset the perceived cost and then reading discussion post. You are going to be reading from the big pocket guide. Social marketing.

Which is put out by the national center for social marketing in the uk. It s 45 through 79. But it s really not as bad as it seems considered very small pages and your rdp question. We could read down there for yourself all right i hope that was helpful i ll see you guys in class.

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“Take a walk through the basics of social marketing theory, and see how this theory applies to a real world organization.”,

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