Beyond social: Transformative social marketing
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Transcript of Beyond social: Transformative social marketing
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Beyond ‘social’:Transformative marketing for public health
R. Craig Lefebvre, PhDResearch ProfessorUniversity of South Florida
chief maven
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Harnessing the power of markets and marketing to improve well-being and save lives.
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Ensure fair allocation and access to the means of maximizing well-being.
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Develop and enhance marketing systems that support consumer well-being.
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Social Innovation: a novel solution to a social problem that is more effective, efficient, sustainable or just than existing ones.
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The Market SystemMarket Players: Delivering & Resourcing Different
Functions
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Social Marketing
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Markets
Communities
Conversations
Co-creation
Scop
e
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Honoring People Radiating
Value Engaging Service Enhancing
Experiences
Markets
Communities
Conversations
Co-creation
Design
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Honoring People Radiating
Value Engaging Service Enhancing
Experiences
Markets
Communities
Conversations
Co-creation
Value Space
Trust
Love
Hope
Dignity
Design
Transformative Marketing
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So What?
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What If We?
• Were co-creators of value• Created places where people could play • Designed research to fit the puzzle and people • Sought empathy and insight into people's
motivation and values • First assumed that something might be wrong
in people’s environment (marketplace)
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What If We?
• Focused on creating exchanges• Measured how, when and how often we
touched people• Served people • Offered people new ways to solve problems,
meet their needs and reach for their dreams• Made sustainability as important as evaluation
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R. Craig Lefebvre, PhDCollege of Public Health
University of South Florida
On Social Marketing and Social Changehttp://socialmarketing.blogs.com