1.
Social Marketing Workshops
R. Craig Lefebvre, PhD
Auckland | Wellington | Christchurch
August 2010

2.
What We’ll Cover
 The social marketing space
 Segmentation
 Design Thinking
 Pricing (demarketing and behavioural
economics)
 Theories (for evangelism, social networks and
politicians)
 Social technologies and the 4Ps
 Communities and social marketing

3.
What is social marketing?
Thinking about
ideas, practices,
and social causes
in the context of
markets.

4.
Markets Are the Context for
Risk – Not People
…someone who has a personal or situational
disadvantage in the marketplace that might create
negative outcomes for the individual or society.

5.
Focused on markets, their wants
and needs, aspirations and
lifestyle

6.
“The most frequently cited benefit of the internet was in
helping people tap into [their] social networks” –
Susannah Fox.

7.
Aggregated behavior change –
priority segments of the
population, not individuals, are
the focus of programs

8.
Segmentation: The 1st Critical
Step
 Who are the people at
highest risk?
 Who are the people
most open to change?
 Who are the
people/groups critical to
the success of the
program?

9.
Designing products, services
and behaviors that fit their
reality (compatibility)

10.
Realigning incentives and costs
for products, services and
behavior change (relative
advantage and risk)

11.
Price
 Geographical, social, behavioral,
psychological, physical and structural – and
financial
 Investments and Opportunities lost (and
gained)
 Perceived benefits vs costs
 Reducing barriers
 Increasing incentives

12.
Creating equitable opportunities
and access (trialability)

13.
Communicating change in
linguistically, culturally
relevant and ubiquitous ways
(communicability)

14.
How Effective are Health
Communication Campaigns?
5%

15.
“They’d send me a
text saying, ‘Have
papa come pick me
up,’ and I couldn’t
open it,” she said of
her granddaughters.
“They finally told me I
had to learn.”

16.
Design Questions
 What if we called ourselves story-tellers - what if we
called them creators instead of consumers?
 What if out brand was about helping people reach
their goals?
 What if a social change movement could be
successful with little to no promotion?
 What if we embraced experiments (or prototyping)
instead of waiting for the perfect answer?

17.
Design Questions II
 What if the people we served created the
messages?
 What if we invited people at the extremes to put
our messages in surprising places?
 What if people were clamoring to play with us?
 What if we understood our stakeholders as well
as we understand the people we serve?
 What if social marketers were synonymous with
trusted advisors?

18.
WHO ARE THEY?
dependable,
capable, sensible
and careful
‘finicky’ eaters
inconvenient or too
time-consuming to
prepare and cook
fresh vegetables
busy and hectic
lives

19.
PRICE = ?
 Barrier  Social capital
 Trust  Attention
 Dignity  Reinforcement
 Exclusion  External attributions
 Status quo  Sustainability

20.
Demarketing Strategies
 Product = replacement and displacement
 Price = increased taxation
 Place = prohibition of purchase and
consumption opportunities
 Promotion = counter advertising, mandatory
warning labels, restrictions on advertising
and promotions

21.
Behavioral Economics
 Applies scientific research on human and social,
cognitive and emotional factors to better
understand economic decisions by consumers,
borrowers, investors, and how they affect
market prices, returns and the allocation of
resources. (Wikipedia)

22.
Personal Biases
 Loss Aversion - people are more averse to losing things than
they are inclined to gaining things.
 Status Quo Bias - one of the best predictors of our future
behavior is our current behavior. This is because inertia is so
powerful.
 The Dual Self - people have competing preferences, with
different preferences dictating different actions at different
times.
 Attention Constraints – people get distracted. Simply paying
attention to one’s goals is often half the battle in reaching
them.
 Resource Slack – In planning for the future, people
realistically assumed that money will be tight, but they
expect free time to magically materialize.

23.
Process of Behavior Change
Framework
Preknowledgeable
Knowledgeable
Approving
Intending
Practicing
Advocating
Piotrow, PT, Kincaid, DL, Rimon, JG & Rinehart, W. (1997). Health communication: Lessons from family
planning and reproductive health. Westport, CT: Praeger Publishers.

24.
Sexual Networks: Likoma Island,
Malawi
“Connectedness of 65% of population surveyed - not driven by highly active individuals – fairly
evenly spread.”
Kohler & Helleringer, 2006, The Structure of Sexual Networks and the Spread of HIV in Sub-
Saharan Africa: Evidence from Likoma Island (Malawi).

25.
Smokers’ Network

26.
Obesity Network

27.
Social Marketing in
Social Networks
 ‘Bridging’ and ‘bonding’ (building, strengthening
and using social connections)
 Audience Benefits: access social network
resources and solves a problem
 Focus on ‘boundary spanners’
 Enhance salience and attractiveness of the ‘out
group’ [positive deviants] – put the practitioners
of ‘new’ behaviors in a light that attracts
imitation or modeling.
 Build sustainable local capacities/assets

28.
MINDSPACE

29.
The MINDSPACE Effects
Messenger We are heavily influenced by who communicates with us
Incentives Our responses to incentives are shaped by predictable
mental shortcuts, such as strongly avoiding losses
Norms We are strongly influenced by what other people do
Defaults We tend to ‘go with the flow’ of pre-set options
Salience Our attention is drawn to what is novel and seems
relevant for us
Priming Our actions are often influenced by sub-conscious clues
Affect Our emotional associations can powerfully shape our
actions
Commitments We seek to be consistent with our public promises, and
reciprocate acts
Ego We act in ways that make us feel better about ourselves

30.
Social Media and Social Marketing
How do I add
social media
features to my
behavior
change
products,
services and
programs?

31.
Social Media and Social Marketing
How do I use these
technologies to overcome
psychological and social
barriers (costs) people
have to engaging in new
behaviors, develop new
incentives and reinforcers
and create new ways of
providing social support
to people who are trying
to change behaviors?

32.
Social Media and Social Marketing
How can I place-
shift; use SNS, co-
presence and
virtual worlds;
and add GPS to
create scalable
behavior change
programs?

33.
Social Media and Social Marketing
How do I
facilitate
conversations
among people,
not aim
messages at
them?

34.
Are we available when, where and how
people want us to be?

35.
Community Based Social
Marketing
1) mobilize the 6) develop a
community comprehensive
2) develop a community marketing plan
profile 7) develop program
3) select a target behavior materials and
4) build community interventions
capacity 8) implement the
program
5) conduct community-
based participatory 9) evaluate program
consumer research effectiveness

36.
Assets in Community
Development
 Skills of local residents
 Power of local
associations
 Resources of public,
private and non-profit
institutions
 Physical and economic
resources of local
places.
http://www.northwestern.edu/ipr/abcd/abcdbackground.html

37.
A Systematic Way to Change Our
World

38.
R. Craig Lefebvre, PhD
George Washington University School of Public Health and
Health Services, Washington, DC; University of South Florida
School of Public Health, tampa, FL.
socialShift, Sarasota, FL & Washington, DC
social|design, marketing and media
On Social Marketing and Social Change
http://socialmarketing.blogs.com
http://twitter.com/chiefmaven