Concept to Practice

Road testing a definition of social marketing

Dr Stephen Dann

In three parts

• Foundation of the research– The History, the Influences and the Academic

• The Definition– Definition and Domain

• Ongoing development– Adaptation and adoption

Foundation

The History

1995Honours Today

1997Griffith UniSocial Mktg

1998PhD

2004AMA defn

2004QLD Gov’tMonograph

2007AMA defn

2008World Social

Marketing Conference2005QUT

2006ANU

SMQ“Neutrality”

SMQ“Adapt/Adopt”

1998Diana &

Roadsafety

SM & “Direct Benefit”

JBR“Definition”

Three part

Industry Influences

• QLD Gov’t Monograph 2004

• The 2007 Federal Election

• Drinkwise Australia

Three part

The Academic Foundations

• Teaching– Social Marketing in the Classroom

• Research Technology– Leximancer 2.25

• World Social Marketing Conference

Three part

Why a(nother) new definition?

• Commercial Marketing Definition Changes– AMA definition in 2007– CIM (2005)

• New Social Marketing Definitions in UK/Europe– NSMC (2007)

• An answer to Andreasen (2006)– Analysis of social marketing self identification

Three part

The Definition

Leximancer MethodologyField test

The definition

• “the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”

– Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research, doi:10.1016/j.jbusres.2009.02.013

Is the definition a ten word answer?

• Ten-word answers can kill you in political campaigns. They're the tip of the sword. Here's my question: What are the next ten words of your answer? – "The West Wing" Game On (2002)

http://www.imdb.com/title/tt0745624/quotes

The definition

• “the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”

– Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research, doi:10.1016/j.jbusres.2009.02.013

Method Field

Induce

• a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action

Field TestDefinition

Targeted audience

• Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population

DefinitionBehavioural

Competitive Change

Social goal

• the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers

Definition

Behavior Change

• process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience.

Definition

Behavioural Change

• Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience, and which results in benefit to the social change campaign’s recipients, partners and the broader society at large

Definition

competitive social marketing offer

• an alternative product offering that has been developed through the identification or anticipation of a market need for a socially beneficial alternative behavior that satisfies the same needs an individual in the targeted audience is currently meeting through the consumption or use of less socially desirable products.

Definition

alternative product offering

• The broadest understanding of the product concept in commercial marketing to include, but not be limited to– physical goods– service – attitudes – specific behaviors

Competitive

Benefit

• Return on social investment where the actual or perceived return exceeds the financial and non financial costs of the social marketing activity – downstream benefit: return to the adopter exceeds the

total cost of adoption

– upstream benefit: return to the society exceeds the societal level investment

Definition

The Field Tests

Three part

Field Test 1: Drinkwise Australia

• Campaign development– “Kids absorb your drinking”

• Positive message as the competitive offering• “You are a role model to your children”

– Targeted audience selection

Field test 2: Teaching

• 13 weeks, 42 students, three assessment items– Mixed definition options– 7 to 10 students adopting the definition– Able to be recalled within the exam context

MKTG3024

Social Marketing

Field Test 3: East Coast Roadshow

• Six week research interview field trip– 30+ interviews

“Marketing as means to translate the intention of policy in actual behavioural change”

Reignite the Fire IV

Field Test 4: Preventative Health

• 101 mentions of social marketing

2010• Encourage people to improve

their levels of physical activity and healthy eating through comprehensive and effective social marketing

2013• Implement new phases of

comprehensive, sustained social marketing strategy to increase healthy eating and physical activity

Future

Where does a new definition fit into the

change agenda?

Future

Change OptionsGovernmentMarketing

PoliticalMarketing

SocialMarketing

Change OptionsGovernmentMarketing

PoliticalMarketing

SocialMarketing

Evidence or ideology?

Change or campaign?Compliance

or choice?

Change OptionsGov’t

Political

SocialCommercial

Third sector

Future

Next steps

Future

Agenda

• Preventative Health Taskforce Fieldwork– Engaging the government

• Pedagogical development– 13 week structure

• Backwards Compatibility– Built on precedent

The Future

Questions?

Journal List• Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement,

Marketing Theory 9(2) 243-256

• Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009, in print) doi:10.1016/j.jbusres.2009.02.013

• Dann, S. (2008) Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing, Social Marketing Quarterly, 14(2) 1-9, DOI: 10.1080/15245000802034739

• Dann, S (2007) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns” Social Marketing Quarterly 13(1) 54-62, DOI: 10.1080/15245000601158390

• Dann, S (2007) "Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss" Monash Business Review, Volume 3, No. 2, July 2007 [Full Paper online at http://www.buseco.monash.edu.au/gsb/mbr/full-papers.php], DOI: 10.2104/mbr07023

• Graham P, and Dann S 1997 "Banning Tobacco Advertising: The Australian Example" Journal of Contemporary Issues in Business and Government 3(2): 11–17

Conference ListDann, S. (2008), Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline,

World Social Marketing Conference, Brighton and Hove City, England, 29-30 September 2008

Dann, S. (2008) A Leximancer analysis of social marketing definitions versus social marketing literature, Australian and New Zealand Marketing Academy Conference, Sydney, 1-3 December 2008

Dann, S, (2008) Lifestyle Sponsorships: Social Change through sports sponsorship, Sixth Sports Marketing Association Conference, University of Southern Queensland, 16-19 July, Gold Coast

Fry, M L and Dann S (2007) "(Near) Enough is (Good) Enough: When to rethink the zero tolerance level in road safety campaigning?" International Nonprofit and Social Marketing Conference 27 – 28 September Brisbane

Dann, S. and Fry, M. L. (2006) “When is good enough, near enough? Examinations of “success” in social marketing intervention in road safety” , Australian and New Zealand Marketing Academy Conference, QUT, Dec 4-6.

Dann, S. (2006) “Social Marketing in the Age of Direct Benefit and Upstream Marketing” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006

Dann, S. (2006) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social marketing as a hammer, and social marketers as hired guns” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006

Dann, S (2005) " Social change marketing in the age of direct benefit marketing – where to from here?" Social Change in the 21st Century, QUT Carseldine 28 October 2005.

Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.

Dann, S & Dann, S (2002) “High–Speed Car Advertising and Road Safety” Australia New Zealand Marketing Academy Conference, December 2 - December 4

Dann, S & Dann, S (1998) "Celebrity Endorsement in Social Campaigns: Attitudes Towards the Use of Diana, Princess of Wales in Road Safety Campaigns", Australia New Zealand Marketing Academy Conference, November 29 - December 2, 1998

Dann, S & Dann, S (1998) "Marketing in the New Media in the Not for Profit Sector", British Academy of Management Conference, Nottingham, 13-16 September

Dann, S, Previte, J. & Dann, S (1996) "Social marketing in cyberspace: One step forward or two steps back?", Marketing Educators Group Conference, Academy of Marketing, 1996, Glascow University of Strathclyde (with Susan Dann and Josephine Previte)

Linked Elements

AMA 2004

• an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

History

AMA 2007

the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

Another

History

Chartered Institute of Marketing (2005)

the management process responsible for identifying, anticipating and satisfying customer requirements profitably

Another

Method

Definition

Commercial marketing

Mechanism

How Why Whom

CIM (2005) Management Process

IdentifyAnticipate

Satisfy(Profit)

Customer requirement

(Profit)

AMA (2007)Activity

ProcessesInstitution

CreateCommunicat

eDeliver

Exchange

Offerings that have

value

ClientCustomerPartnerSociety

Definition

Social and commercial marketing

Mechanism

Method Purpose Market

CIM (2005) Management Process

IdentifyAnticipate

Satisfy(Profit)

Customer requirements

(Profit)

AMA (2007)Activity

ProcessesInstitution

CreateCommunicate

DeliverExchange

offerings that have value

ClientCustomerPartnerSociety

Kotler, Lee &

Rothschild (2006)

Process Create

CommunicateDeliver value

Influence behaviors

Society Target audience.

NSMC (2007)

Systematic application

marketing

achieve behavioral goalsachieve social

good

Targeted audience

Definition

Leximancer Results

• Leximancer Process– 45 definitions of social marketing

• Results: The Bounding Box– 1. Respect the pedigree as part of the marketing

discipline– 2. Social marketing is a means for behavioral

change– 3. Voluntary change, either explicitly or through

the use of the exchange construct, is a necessary requirement

Definition

Social and commercial marketing

Mechanism Purpose Method

Leximancer Results

Marketing Behavioural focus Voluntary

Kotler, Lee and Rothschild

(2006)

Marketing principles & techniques

target audience behaviors

Influence

NSMC (2007)systematic

application of marketing

achieve specific behavioral goals

Other concepts and techniques?

CIM (2005) Management Process

Satisfy(Profit)

IdentifyAnticipate

AMA (2007)Activity

ProcessesInstitution

Offerings that have value

Create, CommunicateDeliver and Exchange

Definition

CIM2005

Management process

Identify, anticipate, satisfy

profitably

Customer requirements

NSCM2007

Systematic application

marketing

specific behavioural goals

relevant to a social good

AMA2007

Activity, process, institution

Create, communicate, deliver and exchange

Offerings of that have value

Clients, customers, partners, society

K L &R 2006

Create, communicate, deliver

Influence target audience behavior

Benefit society

Benefit target audience

adaptation and adoption of commercial marketing activities, institutions and process

Marketing

induce behavioural change on a temporary or permanent basis.

achieved through the creation, communication, delivery and exchange

Behaviour Change

Competitive social marketing offering that induces voluntary change

Targeted social group

Voluntary

Self interest satisfaction

Return on social investment

Social profit

Benefit

benefit to recipient, partner and society

Definition

The Leximancer Process

Definition

Leximancer

• content analysis emulator • uses machine learning protocol • visualization of common themes • related concept groups from textual

data

Definition

Leximancer results

Definition

Leximancer results

Definition

Leximancer results

Definition

Leximancer results

Definition

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