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Presentation 4.4: Social Marketing. Outline. The challenge What is social marketing The theory The process The tools The exercise Summary. Introduction. Some interface issues require urgent action Effective communication tools can change behavior, if carefully implemented. - PowerPoint PPT Presentation
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Presentation 4.4: Social Marketing
Outline• The challenge• What is social marketing• The theory• The process• The tools• The exercise• Summary
Introduction
• Some interface issues require urgent action
• Effective communication tools can change behavior, if carefully implemented
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
What can help?
• EducationEducation can help lay a foundation of greater awareness and knowledge
• Persuasive communicationPersuasive communication campaigns can prompt action
• Social marketing strategies can reduce barriers, change perceptions, build a new social norm
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
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
Common examples
• Drunk driving• Drug usage• HIV/AIDS• Smoking• Child immunization
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
Clean marina
• Tank clean-out procedures
• Oil recycling facilities• Garbage pickup• Flags indicate
participating marinas; they get more business
UF water quality
• Stream cleanup• Car maintenance• Street drains• Lawn care• Stickers on storm-
water drains
Be Bear Aware• Increasing knowledge
and awareness• Changing behavior
Storing and putting out trash for pickup
• Garbage cans Storing pet food Fencing
What helps you change a behavior?
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?
Theory of Planned Behavior
Theory of Planned Behavior
• 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
Beliefs Attitudes
So what matters?• 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
Information
Opinion Leaders
StoriesModels
Prompts
Interaction withOthers
The process
• Select behavior and audience• Understand barriers and attitudes• Develop messages and reduce barriers• Pilot test messages• Implement and monitor
With community participation
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
The Tools
Poster from Naperville High School Breaking Free Program
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
Kentucky’s Spring Cleanup Week includes a poster contest for schools
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 …
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
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
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
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
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!
Exercise 4.10: Understanding Social Marketing
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
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?
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
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 (Nat’l and FL)• Slide 15: Icek Ajzen, Univ of Massachusetts• Slide 24: Meridian Group International• Slide 26: Prince Edwards Island Campaign