Tag Archives: social marketing association

The Feeding Ground for Social Marketers

You may have noticed a new badge (below and down on the right column). This isn’t your average badge…this is a badge that is an outward sign of the growing social marketing movement, and I invite you to join.

You can get the badge, and a whole lot of social marketing resources (and new friends) as part of the Global Social Marketing Network (http://socialmarketers.net). Recently launched, it is free to join, open to all, and brings together social marketing minds from across the world–from the UK, to Australia, to Asia and other areas. There is even a map that communicates visually just how global social marketing is—and how much it is widely researched, studied and applied.

*I want to make clear that I have no financial gain if you join or not. I don’t “push,” “promote” or “sell” here (see my disclosure policy for more info). I just generally believe in the power of social marketing to transform how we work, how we think and how we make things better. I’m not alone in this belief–some of the greatest social marketing minds are members of the community including Nancy Lee (who wrote just a few of our trusted social marketing textbooks), Jeff French, Walter Wymer, Joe Starinchak, Craig Lefebvre, Mike Newton-Ward and many others.

If you join the network, feel free to stop by and say hello. I’d love to hear how you are helping change our world.

A Global Petition: Round 2

If you are a SB reader, then you are familiar with this topic: the creation of a social marketing association. If you’re new, then I invite you to join the conversation as it continues to evolve.

No, this is no re-mix of Social Media Club, but it’s a potentially Global Social Marketing Association, speaking in terms of behavior change.

I was prompted to write about this topic when I received an email from Craig Lefebvre on the Social Marketing listserv announcing a new petition–a call for global engagement. Though I had created a humble petition of my own on iPetition over a year ago, I am very excited to see this one having momentum, both online and offline.

The petition has just almost 100 signatures and anyone is welcome to support it. The great (and strategic) piece of this petition is that is was launched with the buy-in of the Social Marketing Quarterly’s Editorial Review Board, which consists of many of the field’s thought leaders. The petition states:

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We, the undersigned, agree that the moment has arrived for the development of a social marketing organization. We will support, in words and actions, the creation of a global social marketing organization by July 2010. To work towards this end, we share the following core principles:

Social marketing starts from the personal perspectives of the people with whom we work.

Social marketing is a well-established professional discipline with a strong academic and practical foundation.

Social marketing is a systematic approach to large-scale behavior and social change.

Social marketing is a “community of practice” that is open to all disciplines and types of practitioners and can be applied to a range of environmental, public health, and social issues.

The development of a professional social marketing organization should be a widely participatory and transparent process.

A social marketing organization should represent the views of practitioners, organizations, academics, researchers, donors, policy-makers and others who advocate for, practice, and support the use of social marketing applications to address social problems.

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Other steps to move forward have been outlined and consist of:

Create an Ad Hoc Guidance Group of no more than 20 members.

Establish a date for convening a “Congress” for the social marketing organization prior to the 2010 National Conference on Social Marketing in Public Health.

In next four months, the Guidance Group will oversee a process that solicits Delegate nominations from the social marketing community.

We suggest that work groups be created from this group of delegates to achieve certain objectives.

The outcomes of this Congress will then be presented for discussion and affirmation to a larger group of the social marketing community attending the social marketing conference in Clearwater Beach, FL in June 2010. Officers should be elected at this time and the organization formally announced to colleagues, stakeholders and professional communities.

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I’ve signed it. And so has the legendary marketer himself: Philip Kotler! Won’t you join us? At the very least, I’m going to do my best to get to next June’s 20th Anniversary of the Social Marketing in Public Health Conference, where it’s hoped that the association will officially be launched. Go here to sign the petition directly.

flickr credit: Gataen Lee

Q & A on Social Marketing

Speaking of experts, I would deem Craig Lefebvre as one of them, and an amazing one. On his blog, he recently posted a set of questions terming it “An Environmental Scan of Social Marketing.” In a brave and humble (very humble) attempt, I am going to address my responses here in the form of a blog post.

I highly encourage discussion because as another expert I love, Chris Dorobek would say, “all of us are smarter together than each of us individually.”

1. When is it product marketing and when is it social marketing?

This conversation can roll into a number of conversations, but I feel the question is really getting to “What is social marketing and how to you define it?” WIkipedia has it’s answer, and I know Stephen Dann has developed a wonderful definition as well. In sum and in brief, I would say that social marketing begins with influencing behavior change for social good. And on that same note, I would strongly encourage diving into more research beginning with the Social Marketing Quarterly, Andreason’s Social Marketing in the 21st Century, and some of Stephen Dann’s research.

2. What is the size of the social marketing market?

Now, we don’t have an association. We don’t have full, formal degree programs (at least in the U.S.) yet. But, I would still argue that the social marketing market is quite larger than most realize. I propose that social marketing is a much wider umbrella than it has been characterized in the past. Social marketing encompasses public health, but also civil safety, social change, environmental issues, non-profit causes, and as I proposed in my master’s thesis, even has strong similarities when it comes to strategies, tools and ehical frameworks of journalism and advertising.

3. What are the 3 major issues in social marketing?

In terms of the field itself, I would say there are three persistent issues. These include the branding of the field, creating formal education programs, and providing avenues for collaboration and best practices such as an international or national association.

4. What are the red flags for who does, or does not, design and implement social marketing programs?

This list could be very in-depth, but I think the most common red flag given is when some confuse social marketing with social media marketing. Blogger Andre Blackman had a great post this week distinguishing between the two. Social media can be applied within the social marketing framework, but social marketing is a much bigger net than social media.

5. How many social programs (or what percentage of them) are evaluated?

This might depend on how you define “social programs,” whether government funded, community based or non-profit driven. I might have to call on some of our other social marketing people to respond to this question. As an educated guess, I would say most programs have some sort of benchmarks that they are evaluated on. I do not have an actual percentage on hand though. To what extent are they evaluated and/or should be evaluated may be other good questions.

6. What are some of the more sophisticated methods used in these evaluations?

Both this question and the next depend largely on what is actually measured and why. And thus, deserves a much larger conversation than these lines can provide. For example, as many communications leverage social and mobile technologies, data analytics will be critical. Once the new tools are so “new,” people will be wanting to show results and extract meaning. Thus, programs like Salesforce, Radian6, and others are largely being researched to bring programs full circle so that analytics drive strategy.

7. What types of methods are used in formative research?

Formative research may include both qualitative and quantitative research methods, or a triangulation strategy that calls for a mixture of both. Some different types of research formats include a needs assessment, developing audience profiles, media scans, environmental scans, surveys, in-depth interviews, focus group testing, usability studies, and more.

8. What percentage of social marketing program budgets are devoted to evaluation?

This is a good question whether social marketing or just marketing in general is being discussed. Often, I would say that evaluation is considered too late in the game or not stretched through as much as it could be. It is important to make measurable objectives from the beginning and think out those baselines before implementing. Also, it often depends on the client, project, task, and resources available that determines how much of the budget is devoted to evaluation. Thus, as a professor might say, it depends. Now, another good question might be: how much should be devoted?

9. Who are the innovators in the field?

That can be YOU! In terms of organizations, the National Centre of Social Marketing in the U.K. is doing great work that many of us are excited about. In the United States, the CDC’s e-Health Marketing group tends to lead the way. I would also add that both AIDS.gov and the EPA are also making great strides with some of their case studies that apply new media to communications and behavior change.

10. Who are the premier thought leaders?

In no particular order: Bill Smith, Alan Andreasen, Stephen Dann, Michael Rothschild, Philip Kotler, Gerard Hastings, Mike Newton-Ward, Nancy Lee, Craig Lefebvre, Nedra Weinreich, Doug Mckenzie-Mohr, Jeff French, Clive Blair-Stevens, Francois Lagarde, Seynabou Mbengue, Tane Cassidy, Mike Kujawski, Katherine Lyon Daniel, you….you….and did you get, that the next one could be YOU? I know it said premier, but all of these people and others are great. Together, we can all help build the social marketing field.

11. What conferences and publications do you use to keep up with the field?

Social Marketing Quarterly, the C-Change e-newsletter, numerous blogs, numerous books, the Social Marketing Listserv, the Social Marketing Wiki, events in the U.K., events at the University of South-Florida, and others. Additionally though, I also look to non-profit organizations and publications, as well as international development, new media and others to review best practices in other fields and see how they may resonate within the practice of social marketing.

In sum, many of these questions focused around evaluation. In other words, how do we know that what we are doing is working? Now THAT’S a conversation worth having. Now it’s your turn. How do you answer some of these questions (especially 5-8)? And, what other questions do you also have?

Tagging: Spare Change, Pulse and Signal, Social Marketing Panorama, Stephan Dahl

The BBC: More Social Marketing Please

Our brothers and sisters across the pond are onto something – and it’s called social marketing. Though the practice has been around since the late 1960s, the U.S. and other nations have been slow to adopt its methodology.

On Monday, the BBC published an article that highlighted findings from a study, Kicking Bad Habits, conducted by the King’s Fund that calls for new ways of thinking when it comes for public health – specifically, more social marketing. In short, the King’s Fund study enforced what many of us in both the U.K and increasingly so in the U.S. is that what we have been doing to address health isn’t working, and that more social marketing may be the answer. Quote:

“Social marketing techniques and data analysis tools like geodemographics should be used to identify, target and communicate messages designed to motivate people to change how they live.”

“And public health programmes should not rely on just one approach…as the evidence shows the most effective interventions employ a variety of tactics.”

“The methods used to promote public health need to be more modern, using the most advanced techniques and technologies.”

“We need social marketing techniques to target messages and understand what will make changes worthwhile for people but also we need to make sure the healthy choices are the easy choices.”

You can download the full results from the study here. This article further re-enforces why the U.K. created the National Social Marketing Centre. Once I got beyond my own excitement that 1) social marketing was being covered by mainstreams media and 2) that the use of the term “social marketing” was applied correctly (i.e. –> NOT confused with social media), I started to analyze what this means.

I wasn’t alone. Social marketing great Alan Andreasen brought the article to the attention of the social marketing list serv. A member of the King’s Fund responded to the article on the list serv backing the application of social marketing. Social marketer Craig Lefebvre blogged his response to the post as well. Hallelujah!

So, SB, what does this mean? It means the time is now. If a similiar study was conducted in the U.S., I agree with Lefebvre that we’d probably find similiar results. What we are doing isn’t working. Taking a serious look at social marketing and fully integrating it into our activities, I think, would bring about much of the ‘change’ that is a-buzz this year.

As I shared on Craig’s blog, I feel social marketing truly can and does provide an umbrella for people with various expertise across a range of fields to approach public health and well-being. Won’t you join us?

To those on board in the U.K, know we are all watching, here to support and hope a similiar initiative develops here in the U.S. Perhaps an international social marketing association would help? (Hey, it’s at least worth another plug right?)

(digg the BBC’s original article here)

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Future Social Marketers Unite

As the debate on the creation of a National Social Marketing Association continues, future social marketing and SM-related students/practitioners should check out FLiP (Future Leaders in Philanthropy). It is another online community that offers many great resources and connections for those exploring philanthropic related fields. According to the its homepage, FLiP’s mission statement includes:

We are the future leaders in philanthropy. By working together, we will further our careers, serve our organizations’ mission, and change the world. FLiP is dedicated to creating a community and a network where other future leaders can meet, learn, exchange ideas, and contribute to each other’s success.

They offer interviews with young professionals in a variety of social change/philanthropy related careers. They offers resources for further education, career guides, views from fellow interns, opportunities to network, online presence on Facebook, MySpace and AOL and much more.

This community is great for making connections with those who have related interests and goals. In the meantime, there is a Massachusetts Social Marketing Association. However, a national social marketing association is still in progress. Nedra Weinreich, on her blog Spare Change, offers a better history about the creation of a professional social marketing society. Weinreich also offers her views on the status of such an organization. The big debate seems to rest on whether or not the SM Association should be underneath the AMA (American Marketing Association) or be its own separate identity.

As this blog has hinted at, I believe this relates to the ‘identity crisis’ that all of strategic communications is facing, whether commercial or not, in seeking universally accepted definitions. How do you draw the lines between what is and what is not advertising, marketing, dare I say journalism, corporate social responsibility, word of mouth marketing, social marketing, viral marketing, sponsorship, etc. I have my own ideas, of course. But, I’m more curious about learning what others think about this topic.

Should social marketing have its own professional organization?
How would you decide who could and could not join?
Should it me under the AMA? If so, then should word-of-mouth-marketing also be under the AMA instead of having its own organization?
Etc. There are much more questions than answers about this topic. Feel free to leave your own questions as comments.

What's Not to Love? (with a look at Social Enterprise)

Kivi Leroux Miller at Nonprofit Communications and host of the Carnival for Nonprofit Consultants asks us all a fun question this week: What are you looking forward to?

This is a fun question because it provides you the reader, the opportunity to get to know more about our fellow bloggers. Though I keep my name anonymous (for now), let me tell you what I’m looking forward to, and I invite you to share your upcoming celebrations, events, etc. as I love to hear what others are doing, exploring, pioneering and creating.

Personally, my answer is: What am I not looking forward to!

‘n Life

In May, I am graduating with my Master’s degree, with my research focus in social marketing. Some of you readers have participated in the study and wow, I can not say thank you enough. It’s been a grueling journey, but one I’ve enjoyed and loved every moment. Most exciting as a result of my studies, I am presenting my paper at the 1st World Social Marketing Conference in Brighton, England in September 2008. If you will be there, drop me a line, as the MOST exciting part of this opportunity is the chance to meet and learn from others who share this passion.

‘n the Blogosphere

SocialButterfly is currently being developed in my spare (and rare) free time, but it is one of my favorite things to do. I must thank everyone in the virtual world. Your guidance, motivation, perseverance, advice and community is something I greatly enjoy and appreciate. In the next couple months, I plan on moving SocialButterfly to its own domain and developing the blog a lot further so be on the lookout, 😉

‘n Social Marketing

Rumblings are surfacing that a Social Marketing Association is in the works and may be tangible within the next year. This is exciting. Get ready. The branding of social marketing is reaching another level!

‘n NonProfit Arenas

I am really excited about all the growing number of businesses that are beginning to discover new ways for their organization or company to become socially conscious. Marketing ploy or not, it’s an increasing trend, and every little piece helps form the puzzle.

I’m most curious about how the field of social enterprise will continue to develop. David Brooks from the New York Times offers a great profile of a social entrepreneur. Most simply, Brooks defines a social entrepreneur as someone who does business….without the main objective of profit making, and goes on stating:

“We might as well take advantage of this explosion of social entrepreneurship. These are some of the smartest and most creative people in the country. Even if we don’t know how to reduce poverty, it’s probably worth investing in these people and letting them figure it out. “

And we can figure it out! The more I here about this rising area of entrepreneurship – the more excited I am about our fields and where they are headed. Be it business, nonprofits, NGOs, health communications, social change, social marketing, public service and more – we are gradually coming together and discovering how we interrelate and how that is seen in practice. Some examples of social enterprises are below:

Ashoka.org is the front-runner in social enterprise education and implementation, claiming that everyone can be a change maker in his or her community.
A Social Enterprise venture providing with jobs and personal development for the mentally ill and past drug abusers
A social enterprise park initiative proposed for London’s Summer 2012 Olympics
A local U.K. grocery remains open despite pressures to foreclose after launching social enterprise efforts
White House Office of Faith-Based and Community Initiatives addresses international social enterprise initiatives, Rwanda

So cheers to the future, and really, what’s not love??

(ps: photo picked at random and happens to be listed on Foxhall Consulting Services‘ site who does consulting for social enterprises….see, the worlds are connecting already 😉 )

Bulletin: Updates in the Social Marketing Field

Word is – developments are on the move…

According to Craig Lefebrve’s recent blog post, we should expect to hear more about a social marketing association at the CDC’s 2nd Annual National Conference in August and also at the World Social Marketing Conference in late September. This. is. very. exciting. =) Comments, ideas, suggestions, feedback, (you get the picture)…are encouraged on the social marketing wiki.

The NSMC in the U.K. has announced that it’s developed the 1st set of occupational standards to apply to the social marketing field. These will also be formerly introduced during the World Social Marketing Conference in September.

As of Friday, July 18th, Prof. Alan Andreasen announced that there are currently 1,758 subscribers to the social marketing listserv.

The summer 2008 issue of the Social Marketing Quarterly has been released with some amazing content including a cover story about “Talking with Your Teen About Drugs,” as well articles about an integrated model for social marketers, survey results regarding international social marketing trainings, commentary from Stephan Dann, Nancy Lee, Michael Rothschild and Alan Andreasen regarding the new adopted definition of marketing by the AMA, and an in-depth look at the issue of flu vaccination.

For those in Washington D.C., there is a new exhibit being shown at the National Academy of Sciences titled “An Iconography of Contagion,” which is displaying public health posters since WWII.

Emerson College recently announced a new tenured-track faculty position in health communication and social marketing, starting for the 2009-2010 school year. Job description posted here.

The Health Blogosphere: What It Means for Policy Debates and Journalism luncheon hosted by the Kaiser Family Foundation and features a great list of guest speakers including HHS Secretary Mike Leavitt, is in Washington D.C. July 29th. Spots are filling up quick so RSVP now. If you can’t make it, the program will be available in a webcast.

Stay tuned for the next edition of The Bulletin!

photo credit: jceddys