Update of Social Marketing Organization
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Transcript of Update of Social Marketing Organization
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A Global Social
Marketing Organizatio
nSocial Marketing in Public Health Conference
19 June 2009
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Introduction
• The field of social marketing conceptualized and implemented in early 1970s.
• 19th year of Social Marketing in Public Health Conference.
• 2 global social marketing conferences in 2008.
• Over a dozen textbooks.
• Practiced throughout the world.
• Global thought and practice leaders.
• List serve, blogs, social networks, websites, wikis
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The Problem
• A field in search of discipline.
• Isolated practitioners across the globe.
• Knowledge hoarding (well-kept secrets).
• Few professional development venues.
• Busy practitioners.
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The Opportunity
• Over 3,000 attended conferences in 2008.
• Over 1,700 list serve subscribers in 38 countries.
• ~500 subscribers to Social Marketing Quarterly.
• Over 900 subscribers to On Social Marketing and Social Change blog.
• Large COGs of social marketing practice.
• Academic infrastructure development.
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Market SWOT
• Larger base of academic health communication
discipline.
• Communication vs social marketing.
• Perception by some that social marketing has run its course.
• National and regional Social Marketing Organizations.
• Community-based social marketing (environment).
• One-off social marketing training programs by numerous individuals and organizations.
• Practitioners and funders looking for education and training resources.
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Solution• Collectively solve problems in environment, health and
social welfare.
• Connect people with resources.
• Build collective sense of identity.
• Systematically define practice that is replicable.
• Provide funders and agencies with systematic methods to monitor their portfolios of social marketing projects.
• Integrate approaches (bridge the silos).
• Advocate for social marketing approaches to social and health challenges.
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Positioning the Organization
• To busy project managers and staff, the organization is the technical support resource that helps them to achieve more impact better and faster.
• For program and grant managers, the organization provides the tools to develop their field staff, social marketing protocols across the project life cycle and routines for project monitoring and reporting.
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The IDEA
• To continually improve the knowledge base and skill level of people who use social marketing in their professional activities to improve the health and social conditions of people around the world.
• With the purpose to create a set of experiences for policy-makers; program planners, evaluators and implementers; and partner organizations that provide them with knowledge and tools to utilize social marketing to improve the health of poor and vulnerable populations
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DigitalCommunity
Investors
Universities
NetworkPractitioners
Experts
SocialMarketing
Organization
SponsorshipPresentations
Research ProjectsLeadership Recognition
Leadership Endorsements
Speaking Engagements
Research Opportunities
TrainingInnovationsConsultation
Reality Checks
EducationCertificationsConsultations
Benchmark DataField LaboratoriesResearch Tools &
Support
Development FundingEarly Adopter Advantage
SupportOfferings
Management ToolsBrand Enhancement
Collective Intelligence
ToolsNeeds
ResearchFeedback
Brand EnhancementInnovationsCase StudiesParticipation
Peer Collaboration
ExpertiseFeedback
ParticipationPublications
How-to Guides
EventsAdvocacy
DiscussionsSocial Capital
Sense of Community
SocialImpac
t
A social marketing ecology
Suggested by Craig Lefebvre25 February 2009
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Key Elements
• Guidelines for practice that harmonize social marketing practice across contexts, audiences and health and social issues
• A research and evidence-base wiki
• Online education programs
• Sponsorship and convener of e-conferences, technical forums, podcasts, topical blogs
• Technical exchanges and mentoring among experts and peers
• Curate social marketing and selected health communications journals and publications
• Serve as a resource for champions and passionaries to advocate for and educate others on social marketing
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Organizing Principles• Social marketing starts from the personal perspectives of the people with
whom we work.
• Social marketing is a well-established professional discipline with a strong academic and practical foundation.
• Social marketing is a systematic approach to large-scale behavior and social change.
• Social marketing is a “community of practice” that is open to all disciplines and types of practitioners and can be applied to a range of environmental, public health, and social issues.
• The development of a professional social marketing organization should be a widely participatory and transparent process.
• A social marketing organization should represent the views of practitioners, organizations, academics, researchers, donors, policy-makers and others who advocate for, practice, and support the use of social marketing applications to address social problems.
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Timeline for SMO Development
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Sample Work Group Tasks
• Governance Structure/By-laws
• Operations Management
• Representation/Membership
• Brand and Identity/Mission or Sacred Text
• Business Plan/Financial
• Congress Meeting Planning
• Fund-raising
• Incorporation/Legal
• Outreach/Professional Relations
• Marketing and Public Relations
• Education and Training
• Practice Standards/Credentialing
• Social Network Platform
• Nominations
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Globally Connected…Locally Engaged.