Presentation 4.4: Social Marketing

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Presentation 4.4 Social Marketing
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Outline

• The challenge
• What is social marketing
• The theory
• The process
• The tools
• The exercise
• Summary

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Introduction

• Some interface issues require urgent action
• Effective communication tools can change
  behavior, if carefully implemented

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The Challenge

• Interface issues require citizen action to
  resolve
• wildfire, water and energy conservation, exotic
  plants, waste management, climate change, etc.
• Citizens may be concerned but not knowledgeable
  about what to do
• Action is non-existent, not coordinated, or not
  effective

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What can help?

• Education can help lay a foundation of greater
  awareness and knowledge
• Persuasive communication campaigns can prompt
  action
• Social marketing strategies can reduce barriers,
  change perceptions, build a new social norm

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When and wherefore

• When agencies work within their mandate protect
  endangered species, provide clean water, and
• When the solution is not controversial, or
• When the community agrees to the solution
• Social marketing strategies may be useful

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Social marketing

• Using product-marketing strategies to promote
  ideas like health and conservation
• Influencing a target audience to voluntarily
  accept, reject, or modify an action
• For the benefit of individuals, groups, or
  society as a whole

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Common examples

• Drunk driving
• Drug usage
• HIV/AIDS
• Smoking
• Child immunization

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Engine idling

• Idling cars at bus stops and schools create air
  pollution
• Face-to-face conversations on-site provided
  information cards and asked people to participate
• Put a sticker on your window
• Turn your engine off

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Clean marina

• Tank clean-out procedures
• Oil recycling facilities
• Garbage pickup
• Flags indicate participating marinas they get
  more business

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UF water quality

• Stream cleanup
• Car maintenance
• Street drains
• Lawn care
• Stickers on storm-water drains

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Be Bear Aware

• Increasing knowledge and awareness
• Changing behavior
• Storing and putting out trash for pickup
• Garbage cans
• Storing pet food
• Fencing

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What helps you change a behavior?
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What helps you change a behavior?

• If others do it too?
• If you have enough information?
• If someone asks you to?
• If you know your effort will be effective?
• If you care about it?
• Which factors are more important and does that
  change with the behavior?

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Theory of Planned Behavior
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Theory of Planned Behavior
Beliefs
Attitudes

• What you know about the behavior and its
  consequences
• What other people think about the behavior
• Whether you can do the behavior

• How you feel about the behavior and its
  consequences
• How much you care about what others think about
  behavior
• Whether your actions will make a difference

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So what matters?
Information

• What people know about behavior consequences
• How they feel about behavior consequences
• What important others think about the behavior
  and how much they matter
• Perceptions of whether I can do it, and do it
  well enough

Prompts
Opinion Leaders
Interaction with Others
Stories
Models
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The process

• Select behavior and audience
• Understand barriers and attitudes
• Develop messages and reduce barriers
• Pilot test messages
• Implement and monitor

With community participation
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Understand the barriers

• Find out what barriers prevent the behavior
• misconception?
• resources?
• Work to overcome them
• Provide presentations, fact sheets, or news
  articles to change misconceptions
• Provide tool exchange to provide resources

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The Tools
Poster from Naperville High School Breaking Free
Program
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Incentives can be effective

• Monetary incentives
• Help if the financial burden is large,
  particularly for one investment
• Are usually unsustainable
• Incentives like recognition, status, award
• Help raise awareness and build community support

Kentuckys Spring Cleanup Week includes a poster
contest for schools
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Use all the good reasons

• One reason to change a behavior is not better
  than others
• Different people care about different reasons
• Plant native plants
• Good for hummingbirds, good for water quality,
  good for ecosystem, good for family, pretty to
  look at

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Use community leaders

• Find the leaders
• Work with them to understand the barriers and
  identify likely solutions
• Ask them to help convey the information or
  solutions

Community leaders may convey your message better
than you can
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Create social learning

• People are social organisms we learn from others
• Being part of a community is important
• Build a community norm for change

Design programs that have workshops,
demonstrations, festivals, work parties
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Modeling is effective

• Models help people
• Know that others are doing the behavior
• See how the behavior could be done
• Realize the results

Use demonstration areas, testimonials, case
studies, and examples to model new ideas
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Provide a prompt

• If people understand the issue and want to make a
  change, but just forget
• Provide a short phrase at the point where they
  need the reminder
• Stickers
• Signs
• Magnets

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Ask for commitment

• People who make a commitment to take an action
  are more likely to do so.
• They need to understand why and agree that it is
  worth doing.

• Provide information and then ask for their
  participation!

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Exercise 4.10 Understanding Social Marketing
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Exercise 4.10 Directions

• In small groups, use the information on your
  cards to complete the task
• Do not show your card to anyone
• Design a campaign to achieve one of these goals

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Exercise 4.10 Discussion Questions

• Which tool is best suited for which goal? Why?
• What other variables might be needed to decide
  which tool is best?
• How did leadership develop in your group?
• How effective were your communication skills?

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Summary

• Behavior and communication theories can be used
  effectively in community campaigns to change
  conservation behavior
• Engage community leaders
• Use prompts, modeling, commitment, incentives,
  and other tools
• Monitor results and provide feedback

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Credits

• Slide 1 Worldways social marketing
• Slide 4 Stan Kirkland, FWCC
• Slide 7 Kotler, Roberto, and Lee. 2002. Social
  marketing Improving the quality of life.
  Thousand Oaks CA Sage Publications.
• Slide 8 AIDS Project Los Angeles
• Slide 9 Environment Canada
• Slide 10 Florida DEP
• Slide 11, 18, 22, 25 Martha Monroe
• Slide 12 Be Bear Aware Campaigns (Natl and FL)
• Slide 15 Icek Ajzen, Univ of Massachusetts
• Slide 24 Meridian Group International
• Slide 26 Prince Edwards Island Campaign