Chapter 1 Introduction to Social Marketing Diyah Ayu

Chapter 1 Introduction to Social Marketing Diyah Ayu Amalia Avina M. Si

Iklan mana yang merupakan alat dari social marketing?

Drinking Alcohol vs stop drinking Traditional / commercial Ads Vodka milk Social Marketing Ads It's just selling Vodka Encouraging you not to drink (or smoke) during pregnancy March of Dimes

Iklan mana yang merupakan alat dari social marketing?

Sweet vs Diabetes Traditional Ads Social Marketing Ads Mars' Snickers bar Canadian Diabetes Association Copy says "7: 48 pm What's an 8 Telling you that age is a major letter word for hunger satisfaction? factor in diabetes, asking you to Snickers, of course. " get tested.

Iklan mana yang merupakan alat dari social marketing? http: //inventorspot. com/articles/got_milkinv http: //www. huffingtonpost. com/2014/1 2/01/fairlife-sexist-milkentive_marketing_5569 ads_n_6248376. html

Traditional Ads Social Marketing Ads fairlife gotmilk Mengajak minum susu merk tertentu – fairlife brand Gerakan membiasakan diri minum susu tiap hari (tidak masalah menggunakan merk apa)

Iklan mana yang merupakan alat dari social marketing? http: //www. flickr. com/photos/21456507 http: //lmp. org. ph/default/index. php? option= @N 04/3220358710/ com_content&view=article&id=178: 2015 earth-hour&catid=2: latestupdates&Itemid=3

Traditional versus Social Marketing Advs Not Social Marketing (societal marketing) Earth hour act Body shop corporate and product ads Copy says: “chage climate change” Protect environment by saving energy Uses the environmental issue to sell their product. The organization is just using a social issue (protecting the environment) to promote its own product: NOT social marketing)

jadi…. Traditional adv (commercial ads) Social marketing Societal ads marketing ads Merupakan bentuk iklan komersil pada umumnya Iklan yang ditujukan untuk tujuan pemasaran sosial (Social Marketing) fokus pada social product -> perubahan perilaku Pada dasarnya masih merupakan iklan pada umumnya, hanya saja mengangkat isu 2 sosial (misal : lingkungan, Hak asasi, kesehatan ) untuk menjual produknya

Societal marketing Kegiatan organisasi atau perusahaan yang menggunakan pertimbangan lingkungan sosial dan etika dalam praktek pemasaran. Ex : body shop menggunakan isu no animal testing untuk memasarkan produk. panasonic merupakan batray tahan lama sehingga hemat energi dan mengurangi jumlah sampah

Social Marketing? Di perkenalkan oleh Kotler dan Zaltman “ Social Marketing : An Approach to Planned Social Change”. Journal of Marketing. July 1971. Vol 35. Issue 3 pp 3 -12. “ the design, implementation, and control of program calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research” Social Marketing is much more than communicating a program (more complex than communication planning programme)

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 target audiences (Kotler, Lee, Rothschild. 2006) (Kotler and Lee, 2008: 7)

Social Marketing (4) Pemasaran sosial adalah strategi yang digunakan untuk memasarkan produk-produk non komersial atau social product Produk Non-Commercial : Produk (tangible dan intangible) yang dilempar ke pasaran dengan tidak mencari keuntungan semata, tetapi lebih pada aspek pemasyarakatan produk tersebut, contoh: alat KB, Gerakan daur ulang , gerakan hemat energi, gerakan imunisasi, stop HIV/AIDS, Anti Narkoba, stop merokok dll

The Nature and Role of Social Campaigns "A social change campaign is an organized effort conducted by one group (the change agent) which intends to persuade others (the target adopters) to accept, modify, or abandon certain ideas, attitudes, practices, and behaviour. " (Kotler and Lee 2006: 6)

Proses Menggunakan/adaptasi dari prinsip pemasaran (marketing research, branding, STP, 4 P) Social marketing Untuk memasarkan produk sosial (tangible – intangible) Fokus pada perubahan perilaku target adopter agar memberikan manfaat yang baik untuk masyarakat dan lingkungan

Change Agent • is the person or persons or organization setting out to change something Target Adopter • is what in traditional Marketing we call the "target market", whose behaviour or thinking the change agent is trying to change. Social issues • We are usually asking the target adopters to do one of three things with respect to the social issue: • Accept, Modify and Abandon

Action of social issues Example Accept to accept that people who suffer from AIDS are just as deserving of treatment with dignity as those with any other disease Modify to not over eat; to not drink while driving. Note we don't ask to abandon eating or drinking, just to do it in moderation or not in certain circumstances Abandon to quit smoking, littering, abusing children - anything which just should not be done at any time (in the mind of the change agent; these are almost always value judgments)

Beware : Social marketing ≠ non commercial ads Social marketing Non commercial ads All process One of Tools used by Using social marketing mix social marketing

The Social Product

Produk dalam social Social product marketing tidak mudah diindentifikasi Produk dalam Social Marketing lebih luas dan variatif dari produk yang akan dipasarkan oleh marketing komersial Tangible base Intangible base Vaksin Gerakan hemat energi (earth hour) contraception Stop merokok ide atau menawarkan kebiasaan baru, , produk konkret bisa berupa penggunaan barang yang tidak biasa digunakan: misal alat

Type of social product New (Latent Demand) Product satisfies a need no other product meets = vaksin kanker serviks ; gerakan stop kanker serviks http: //gofreedomgo. blogspot. co. id/2009 /10/pro-kontra-tentang-vaksinkanker. html Superior (Under-filled Demand) Product satisfies a need better than others = pembelajaran sanitasi untuk daerah terpencil Substitute Product satisfies an underlying instead of perceived need = gerakan mengganti nasi dengan jenis karbohidrat yang lain ; merokok diganti dengan makan permen mint (Unwholesome Demand) http: //www. un. org/waterforlifedecade/news archive_2011. shtml http: //www. njsuperskillssoccer. com/blog/author /yuriamadingmail-com? print=print-page

Social product Idea Belief Attitude Value Practice Act - One off Behaviour -Ongoing (act and behavior) Social Product Tangible object What you need to achieve the behaviour

Tiga Tipe Produk Sosial (Social Product). . (1) idea Believe : kepercayaan seseorang bahwa merokok memiliki hubungan merusak antara atribut, kesehatan manfaat, dan objek, pada menyarankan Attitude tataran(Sikap): kognitif. untuk peduli Keseluruhan pada pengguna efek atau narkoba karena perasaan mereka adalah Berakar darikorban ideterhadap ide dari apa yang sebuah benar dan apa stimulus. Value (Nilai): yang salah, yang kepercayaan banyak akhir tentang dipromosikan pernyataan dalam proyek akhir dan amnesti tindakan internasional. = yang ideal HAM, kesetaraan (John C. Mowen, 1995) gender,

values cultures Secara keseluruhan, values Nilai kebudayaan: (nilai) seringnya tidak terlihat. Nilai lebih abstrak dibandingkan dengan perilaku, dan nilai diperlakukan sebagai standard untuk mengarahkan tindakan, perilaku dan penilaian. (Shrum, Mc Carty, and Lueffler. 1990) Merepresentasikan nilai-nilai pernyataan akhir dan tindakan yang ideal yang dianut bersama. Nilai-nilai kebudayaan ini merepresentasikan nilai-nilai yang dianut oleh sebuah masyarakat tentang hal-hal apa yang mereka anggap penting dan apakah tujuan akhir yang harus dicari oleh seseorang dalam hidupnya.

Tiga Tipe Produk Sosial (Social Product). . (2) memilih dalam pemilu, Social practice ditekankan pada tindakan seseorang berhenti merokok, menggunakan kondom untuk mengontrol kelahiran,

Tiga Tipe Produk Sosial (Social Product). . (3) kondom, Tangible Object (objek berwujud) alat untuk mencapai praktek sosial. pil KB safety belt,

Sunsafe “product” Tanning is not “healthy” Tans are not attractive Idea Safe sun exposure Practice Tans are not an inevitable part of a wholesome lifestyle Wear a hat at an event Slip, slop, slap at all events Tangible object Shirt Sunscreen Hat

Perbedaan social marketing dengan terminologi lain…

Beda social marketing dengan … Social Marketing Social Campaign Adaptasi dari pemasaran komersial => riset, STP dan marketing mix (price, place, product, promotion) menjadi dasar utama The Fokus utama Fokus pada commitment of pada publik berbagai business to awareness dan program contribute to positioning = komunikasi, sustainable public will dengan level economic tujuan development Dapat komunikasi yang working with merupakan berbeda-beda employes and tools/alat yang (informing, their digunakan dalam reminding, representatives, social marketing persuading, the local adding value) -- community and society at large PPK dapat to improve digunakan dalam quality in life, in social marketing ways that are Fokus pada perubahan individu (behavior change) untuk menangani Communication CSR Planning Programme (PPK)

Kaitan antar a social marketing dan CSR Corporate cause promotion CSR : a. Corporate philanthropy b. Corporate responsibility c. Corporate policy CSI Corporate social initiatives are major activities undertaken by a corporation to support social causes and to fulfill commitments to corporate social responsibility. Kotler and Lee, 2005 Cause related marketing CORPORATE SOCIAL MARKETING Corporate philanthropy Community volunteering Socially responsible business practice

Catatan tambahan : Enam piliha. N Program CSR-CSI Cause promotion • a corporation provides funds, in-kind contribution, or other corporate resources to increase awareness and concern about a social cause or to support fundraising, participation, or volunteer recruitment for a cause. Ex • a. its own -> body shop : against animal testing • b. Partner -> aleve : sponsoring the foundation’s fundraising walk Cause related marketing • Corporate commits to making a contribution or donating a percentage of revenues to a specific cause based on product sales • ex: aqua 1 lt untuk 10 lt

Enam pilihan program CSR (kotler and Lee) Corporate philantrophy • A corporation makes a direct contribution to a charity or cause, most often in the fotm of cash grant, donation • Ex : sampoerna foundation (seharusnya Diambil dari keuntungan perusahaan) http: //beasiswaindo. com/scholarships/beasiswabpmigas-dan-bp-indonesia-putera-sampoernafoundation/ CORPORATE SOCIAL MARKETING • upaya untuk membantu mengembangkan dan sekaligus juga mengimplementasikan perubahan perilaku tertentu yang mempunyai pengaruh negatif dengan menggunakan prinsip marketing • ex : acara gosok gigi pepsodent mengajari anak kebiasaan gosok gigi ; lifebouy – berbagi sehat – kebiasaan mencuci tangan. http: //marthasovianna. blogspot. co. id/201 3/01/lifebuoy-bertahun-menjadimarket. html

Enam pilihan program CSR (kotler and Lee, 2008) Community voluntering • Corporate supports and encourages emplooyees, retail partners, and/or franchise member to volunteer their time to spport local community organizations and causes. Ex : • - self action - TEALS : Microsoft youthspark programme karyawan microsoft memberikan pelatihan untuk meningkatkan kemampuan anak dalam penggunaan komputer • Shell employees : working with ocean conservacy on a bach clean up Socially responsible business practices • Corporation adopts and conduct discretionary businss practives and investment that support social causes to improve community well being and protect the environtment. • ex: body shop membeli produk penduduk asli, membudidayakan tanaman daerah spt brazilian nut produk ramah lingkungan dan memberdayakan/memberi pendapatan masyarakat http: //blog. microsoftnewengland. com/2014/04/ 04/teals-help-teach-computer-science-in-yourlocal-high-school/ http: //www. thebodyshop. ca/commu nity-fair-trade/brazil-nut. aspx

1. Alan R. Andreasen, Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment, Jossey. Bass Publishers, SF, 1995. 2. Hastings, G. (2007). Social marketing: Why should the devil have all the best tunes. Burlington: Butterworth-Heinemann 3. Kotler dan Zaltman “ Social Marketing : An Approach to Planned Social Change”. Journal of Marketing. July 1971. Vol 35. Issue 3 pp 3 -12. 4. Kotler, P. & Lee, N. (2009), Up and out of poverty: The social marketing solution. Upper Saddle River: Pearson Education Limited. 5. Kotler, P & Lee, N. (2008). Social Marketing: Influencing Behaviour for Good. Thousand Oaks, CA : SAGE Publications. 6. Kotler, P & Lee, N. (2005). Corporate Social Responsibility. Hoboken, New Jersey : John Willey & Sons Inc