Social marketing webinar final may 8 11
43
Welcome Webinar: Social Marketing and Behaviour Change for Associations Duration: 1:00 – 2:00 p.m. EDT While you are waiting…please call in: Audio Dial-In Number: 1-877-314-1234 or 416-204-9641 (if you are 416 area code) Participant Code: 2573722 NOTE: We will mute all attendees until Webinar is delivered at which time we’ll unmute and take questions.
-
Upload
centre-of-excllence-for-public-sector-marketing -
Category
Business
-
view
35.139 -
download
0
description
social marketing webinar by Jim Mintz Centre of Excellence for Public Sector Marketingwww.cepsm.ca,[email protected], @jimmintz
Transcript of Social marketing webinar final may 8 11
Welcome
Webinar: Social Marketing and Behaviour Change for Associations
Duration: 1:00 – 2:00 p.m. EDT
While you are waiting…please call in: Audio Dial-In Number: 1-877-314-1234 or 416-204-9641 (if you are 416 area code) Participant Code: 2573722 NOTE: We will mute all attendees until Webinar is
delivered at which time we’ll unmute and take questions.
REGISTER NOW: On demand and live versions
• Determining the Value of Your Sponsorships & Partnership Assets [JUNE 22]
• TBD [AUG 16]
• Membership Marketing [SEPT 27]
• Improving Your Selling Skills [OCT 20]
• Taking a Marketing Approach to Government Relations and Advocacy [NOV 10]
• Implementing and Measuring Low Cost Marketing Campaigns [DEC 6]
www.cepsm.caAssociation-Trainingwww.actionstrategies.ca
Presenter
Jim MintzManaging Partner
CEPSM
What we doproduct & service marketing
policy & program marketing
social media engagement
social marketing
sponsorship /partnerships
organizational branding
online strategy planning
Social Marketing and Behaviour Change for Associations
Presented By: Jim Mintz, Centre of Excellence for Public Sector Marketing
Definition
"Social marketing is a process that applies marketing principles and techniques to create, communicate,
and deliver value in order to influence target audience behaviors that benefit society (public
health, safety, the environment and communities) as well as the target audience.".”
Philip Kotler, Nancy Lee and Michael Rothschild (2006)
7
Social Marketing
Social Marketing …Why now? Why should you care?
“Social marketing is simply about influencing the behaviour of target audiences. There are many more target audiences who need to act besides
“problem people” if we are to solve major social problems.”
Alan Andreasen, Social Marketing in the 21st Century
Current State
Desired State
Strategic Gap
15
Current State
Desired State
Strategic Gap Filling the Strategic Gap:
Using a social marketing approach will help move target audiences through the Stages of Change over time and help bring target audiences closer to desired state
16
Our world is changing rapidly...Technology Health Demographics Social Values Economics
Environment
What the heck is all this?
Social Marketing provides a strategic approach for dealing with these changes…
What are the Benefits of
Adopting a SocialMarketing Approach?
Key benefits of social marketing
1. Comprehensive integrated and innovative approach to changing attitudes and behaviours
2. Offers an organization a strategic framework from which to work
3. Social Marketing is used as a tool to integrate and coordinate other components of an organization’s strategies and tactics,
4. Social Marketing strategies and techniques can be used to help make better resource decisions i.e. “bang for buck”
5. Assist in attraction of resources because social marketing is about results
Social Marketing provides a structured system for:
• Executing integrated attitude and behaviour changing campaigns
• Building your reputation with stakeholders through leadership in campaigns that are strategic
• Providing a performance measurement framework
• Tool to integrate and coordinate other components of the overall program
Social Marketing is a way of thinking
Who is doing Social Marketing to change peoples attitudes and encourage behaviour change ?
Challenges of Introducing Social Marketing into a Public Sector/ Non-Profit Organization• Barrier of introducing "performance
based culture”• Conflict with core values• Requires significant management
support and time
TEN COMMANDMENTS OF SOCIAL MARKETING
TEN COMMANDMENTS OF SOCIAL MARKETING
http://jimmintz.wordpress.com/2009/04/30/ten-commandments-of-social-marketing-revisted/
Why do social marketing initiatives fail?
Why do social marketing initiatives fail?
SOCIAL MARKETING PLAN TEMPLATE
Situational Analysis Introduction Background and Research
Environmental Scan: PEST Analysis, SWOT Analysis
Definition of Market Segments (Market Research)
Market Segmentation and Target Markets
Social Norms and Competing Behaviours and Barriers
Upstream Social Marketing Objectives: Knowledge, Belief & Behaviour
Marketing Strategy : Product, Price, Place, Promotion (Key Messages, Prom.Tactics - low cost)
Monitoring and Evaluation Plan
Budgeting
Implementation Plan
Ottawa May 31 2011Ottawa Convention Centre (Part of the MARCOM conference June 1-2)Regina June 17, 2011 Ramada HotelVancouver September 28, 2011 Simon Fraser University – Morris J Wosk Centre for DialogueToronto November 2, 2011 Oakham House, Ryerson UniversityHalifax Date and Location to be announcedhttp://cepsm.ca/index.php/home
Final thoughts
It’s easy to make a buck. It’s a lot tougher to make a difference.
Tom Brokaw
thanks for your time!
Thanks for your time!
Jim Mintz• Managing Partner CEPSM• 2487 Kaladar Avenue, Suite 214• Ottawa, ON K1V 8B9• Phone: 613.731.9851 ext.18• Fax: 613.731.2407• Website: www.cepsm.ca• Blog: www.jimmintz.ca• Twitter: @jimmintz• Linkedin: http://ca.linkedin.com/in/jimmintz• E-mail [email protected]
Feedback: Claire Mills, Vice-President, Professional Development Portfolio, CEPSM [email protected]
Where to find me…
questions?
![[WEBINAR] Facebook Open Graph y el futuro del marketing social](https://static.fdocuments.in/doc/165x107/55967ee71a28abd3368b4890/webinar-facebook-open-graph-y-el-futuro-del-marketing-social.jpg)
