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 is the systematic application
of marketing
marketing,, along with other concepts and
techniques, to achieve specific behavioral goals for a
social good.[Social marketing can be applied to
promote merit goods, or to make a society avoid
demerit goods and thus to promote society's well
being as a whole
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‡ K w   AUDIENCE
‡ I   ACTION
‡ T    EXCHANGE
‡ COMPETITION w 
‡ ´    .µ
‡ M

 Product

PRODUCT represents the desired

behavior you are asking your audience
to do, and the associated benefits,
tangible objects, and/or services
that support behavior change.
 Price

PRICE is the cost (financial, emotional,

psychological, or time-related) or
barriers the audience faces in making
the desired behavior change.
 Place

PLACE is where the audience will

perform the desired behavior, where
they will access the program
products and services, or where they
are thinking about your issue.
 Promotion

PROMOTION stands for

communication messages, materials,
channels, and activities that will
effectively reach your audience
:th ¶P of social marketing
´Policyµ
POLICY refers to the laws and
regulations that influence the
desired behavior, such as requiring
sidewalks to make communities more
walk able, or prohibiting smoking in
shared public spaces.
Social Marketing Process
seven essential components
of social marketing
‡ A consumer orientation to realize organizational
(social) goals
‡ An emphasis on the voluntary echanges of goods and
services between providers and consumers
‡ Research in audience analysis and segmentation
strategies
‡ The use of formative research in product and message
design and the pretesting of these materials
‡ An analysis of distribution (or communication) channels
‡ Use of the marketing miutilizing and blending
product, price, place and promotion characteristics in
intervention planning and implementation
‡ A process tracking system with both integrative and
control functions
 Challenges in social
marketing
1. Resistance inside the organization
2. Results arent achieved nearly as quickly
with social media as they are with
marketing techniques.
3. Marketers tend to think in terms of
generating leads and building databases
rather than building a following and a
community  new media style
4. Since social media is community oriented,
contributing to ones community is
essential.
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1.What is the social [or health] problem I want to
address?
2. What actions do I believe will best address that
problem?
3. Who is being asked to take that action?
(audience)
4. What does the audience want in echange for
adopting this new behavior?
:. Why will the audience believe that anything we
offer is real and true?
6. What is the competition offering? Are we
offering something the audience wants more?
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×. What is the best time and place to reach
members of our audience so that they are the
most disposed to receiving the intervention?
8. How often, and from whom, does the intervention
need to be received if it is to work?
9. How can I integrate a variety of interventions to
act, over time, in a coordinated manner, to
influence the behavior?
10. Do I have the resources to carry out this
strategy alone; and if not, where can I find useful
partners?