Reignite The Fire IV
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(RE) Ignite the Fire IV
Dr Stephen DannSchool of Management Marketing and
International Business, Australian National University
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Social Marketing
Let’s just take a minute…
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When the message goes astray
It’s not a bug, it’s a feature
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When the message goes astray
It’s definitely not a feature
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When the message goes astray
Peer pressure?
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(RE) Ignite the Fire IV
Dr Stephen DannSchool of Management Marketing and
International Business, Australian National University
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Where it began…
R1: Australian Non Profit and Social Marketing Conference (2006)
R2: ANZMAC (2006)
Journal of Public Affairs (2007)
R3: World Social Marketing Conference (2008)
R4: UWA (2009)
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Background
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The Project (thus far)
• 20 Universities• 23 academics thus far.
+12 QLD, +3 NSW, +3 VIC, +1 WA
• 15 hours of interviews• 6 weeks• 4 states• 2 time zones• A very broad definition of “East Coast”
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Themes
Who are we as social marketers?
Where does social marketing fit into the landscape and toolkit of social change?
Where are the research opportunities in our community?
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Where are we?1. UQ2. QUT3. GRIFFITH4. University of the Sunshine Coast5. Macquarie University6. The University of Newcastle7. The University of New England8. The University of Sydney9. University of Technology Sydney10. University of Wollongong11. La Trobe University12. Monash University13. RMIT14. Swinburne University of Technology15. The University of Melbourne16. Victoria University17. Curtin University of Technology18. Edith Cowan University19. The University of Western Australia20. The Australian National University
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Who are we?
PhD studentsLecturersSenior LecturesAssociate ProfessorsProfessorsDeansHeads of School
What brings us to SocMktg?• Personal drive• Marketing convert• Family • Intellectual Challenge• Legacy• Faith in marketing• Ambition
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Where does social marketing fit?
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Two camps summary
Health• Tobacco• Obesity• Road safety• Injury prevention• Cardiac• Cancer• Nutrition• Breast feeding• Alcohol
Not Health• Gambling• Terrorism• Road safety• Crime• Women in comics• Environment• Social network• Bullying• Consumption
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Intra-or-Extra?
Social marketing fits within• public health• policy• tactical implementation
Incorporated/Integrated
Actions which are marketing are not necessarily labeled as “social marketing”
Social marketing informs• public health• lobbying• customer focused intervention
External and Identified
Actions labeled as “marketing” “advertising” “Social marketing”
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Toolkit of social change
Universal recognition of the whole complexity of the marketing tool kits– Market research led social marketing– Strategic social marketing– Tactical social marketing– Whole of the mix approaches– Complexity of implementation versus intention
“Marketing as means to translate the intention of policy in actual behavioural
change”
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Where are the research opportunities in our
community?
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The “missing” references
1. Message framing1. Positive, negative2. “Ours” and “theirs”
2. Social network analysis1. Peer to peer offline personal networks2. Online peer networks
3. Experimental social marketing1. Emotions, services2. Change as experience
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The marketing of Social Marketing
Branding, positioning, product definition,
distribution, pricing, awareness, behavioural change
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Fundamental social marketing theory
Historical analysis, ‘Landmark articles’, Developmental milestones,
Social Marketing’s SDL moment
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Immediate Challenges
Barriers, Road blocks and unexpected outcomes
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Politicised Social Marketing
When the Government said they wanted less regulation interfering with people’s lives, we never thought they meant social marketing campaigns for healthy eating would be withdrawn...We thought they just meant stuff about the banks.
New Zealand Social Marketing Academic
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What counts as “evidence” in evidence based intervention?
• Marketing inputs are not evidence– Investments, plans, processes and intentions do
not demonstrate behaviour change
• Marketing metrics are not evidence– Recall, awareness, reach, frequency do not
demonstrate behaviour change
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Should marketing metrics count as evidence?
Does reach, frequency and recall have a role in benchmarking ‘socially negative’
advertising?
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Sequential Challenge
Defining the boundaries of social marketing
Documenting the outcomes
Replicating the results
Disseminating the results (not necessarily publishing)
Replicating the published results
Disseminating the replications
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Barriers for academic SocMKT
Social Marketing as a senior academic’s pursuit– Perishing whilst Publishing?– Journal ratings
• Non-Profit and Voluntary Sector Quarterly (A*)• Journal of Public Policy and Marketing (A)• Journal of Nonprofit & Public Sector Marketing (B)• Social Marketing Quarterly (C)• Journal of Macromarketing (C)
Do we send our best papers to SMQ to raise the ranking whilst cashing quality for C level points?
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To the future…
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September 25th, 2009
Australian Social Marketing Network Meeting
RMIT
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International Non Profit and
Social Marketing Conference
The Queensland Away Match
Thurs 15th JulyFriday 16th July
2010
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INSM 2011
An invitation
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International Non Profit and
Social Marketing Conference
The West Australia Home Game
July 2011