Social Marketing Naomi Radke seecon international Gmb H

Social Marketing Naomi Radke, seecon international Gmb. H Social Marketing

Find this presentation and more on www. sswm. info Copyright & Disclaimer Copy it, adapt it, use it – but acknowledge the source! Copyright Included in the SSWM Toolbox are materials from various organisations and sources. Those materials are open source. Following the opensource concept for capacity building and non-profit use, copying and adapting is allowed provided proper acknowledgement of the source is made (see below). The publication of these materials in the SSWM Toolbox does not alter any existing copyrights. Material published in the SSWM Toolbox for the first time follows the same open-source concept, with all rights remaining with the original authors or producing organisations. To view an official copy of the Creative Commons Attribution Works 3. 0 Unported License we build upon, visit http: //creativecommons. org/licenses/by/3. 0. This agreement officially states that: You are free to: • Share - to copy, distribute and transmit this document • Remix - to adapt this document. We would appreciate receiving a copy of any changes that you have made to improve this document. Under the following conditions: • Attribution: You must always give the original authors or publishing agencies credit for the document or picture you are using. Disclaimer The contents of the SSWM Toolbox reflect the opinions of the respective authors and not necessarily the official opinion of the funding or supporting partner organisations. Depending on the initial situations and respective local circumstances, there is no guarantee that single measures described in the toolbox will make the local water and sanitation system more sustainable. The main aim of the SSWM Toolbox is to be a reference tool to provide ideas for improving the local water and sanitation situation in a sustainable manner. Results depend largely on the respective situation and the implementation and combination of the measures described. An in-depth analysis of respective advantages and disadvantages and the suitability of the measure is necessary in every single case. We do not assume any responsibility for and make no warranty with respect to the results that may be obtained from the use of the information provided. Social Marketing

Find this presentation and more on www. sswm. info Contents 1. What is Social Marketing? 2. Fundamental Marketing Principles 3. Marketing Mix – the 4 P’s 4. The 6 Phases of a Social Marketing Process 5. Example of a Social Marketing Strategy 6. Applicability 7. Advantages and Disadvantages 8. References Social Marketing 3

Find this presentation and more on www. sswm. info 1. What is Social Marketing? A definition “Social marketing is the use of commercial marketing techniques to promote the adoption of behaviour that will improve the health or well-being of the target audience or of society as a whole. ” Printed truck of the Super. Amma Campaign to promote handwashing. Source: http: //www. superamma. org [Accessed: 24. 10. 2013] Social Marketing 4

Find this presentation and more on www. sswm. info 1. What is Social Marketing? A promotion framework • Similar to conventional marketing BUT to achieve a social benefit (improvement of health, conservation of resources) NOT to sell a product • Not a stand-alone awareness raising tool BUT a framework/structure that combines classic promotional tools with knowledge from scientific fields (economy, psychology, sociology, anthropology, . . . ) • Not easy to implement: • Changing intractable behaviours • Often in complex economic, social and political climates • Often with very limited resources Social Marketing 5

Find this presentation and more on www. sswm. info 1. What is Social Marketing? Applied to water and sanitation promotion Improving current situation regarding sanitation and water is mostly connected with behaviour change of the local communities! Social marketing can change current behaviour and therefore improve health of the local community! TV commercial in Indonesia. Source: http: //www. awbnetwork. org/inde x. php? option=com_k 2&view=item&i d=135&Itemid=88 [Accessed: 24. 10. 2103] Social Marketing 6

Find this presentation and more on www. sswm. info 2. Fundamental Marketing Principles Principals critical to success of social marketing campaigns • Understand the audience (needs, wants, barriers, motivations) • Be clear: What should the audience DO? • Exchange: offer your audience something appealing in return for behaviour change • Competition: your audience can always choose to do something else • Be aware of the “ 4 P’s of Marketing” (see next slide) • Role of policies, rules and laws in efforts to affect behavioural change Social Marketing 7

Find this presentation and more on www. sswm. info 3. Marketing Mix – the 4 P’s The “ 4 P’s Framework” allows: • Development of the appropriate product • At the right price • Easily available through strategic sales placement • Known about through promotion • (5 th P: sometimes policy is also needed) Social Marketing 8

Find this presentation and more on www. sswm. info 3. Marketing Mix – the 4 P’s Product • Not necessarily physical/tangible (e. g. household latrines) Also • Services (e. g. sludge removal service) • Practices (e. g. using proper toilets, saving water) • Ideas (e. g. environmental protection) Source: LUETHI et al. (2013) BUT Source: http: //communitypowerkenya. kbo. co. ke/ [Accessed: 24. 10. 2013] Before designing a product, consumer must be aware that there is a PROBLEM that the product addresses (e. g. Household latrine can address the problem diarrhoea) Demand creation! Social Marketing 9

Find this presentation and more on www. sswm. info 3. Marketing Mix – the 4 P’s Price • Behaviour change (even though that has no price tag) • But products that come with behaviour change have a price (e. g. toilets, soap for hand washing, etc. ) Products need to be affordable for the target audience! • Subsidies or incentives may be necessary to boost the social marketing intervention Source: http: //www. gadgetsandgear. com/moneytoilet-paper. html [Accessed: 24. 10. 2013] Social Marketing 10

Find this presentation and more on www. sswm. info 3. Marketing Mix – the 4 P’s Place • Products required for behaviour change need to be available and accessible for the target audience • E. g. urban and rural poor need clean sanitation facilities nearby in order to change their open defecation practices • E. g. soap needs to be available in nearby stores and water needs to be available to wash hands Handwashing requires access to water. Source: http: //www. wsp. org/about/Cartoon%20 Calendars/2007%20 Calendar [Accessed: 24. 10. 2013] Social Marketing 11

Find this presentation and more on www. sswm. info 3. Marketing Mix – the 4 P’s Promotion • If your “product” is a new behaviour or social norm, promotion is often difficult Understanding of the motivations of the target audience Knowledge of their primary and trusted channels of communication • Raise awareness • Desire to adopt the new behaviour Advertising raising awareness of link between water pollution and child death. Source: http: //www. adsngo. com/2010/07/19/bad-water-unicef/ [Accessed: 24. 10. 2013] Social Marketing 12

Find this presentation and more on www. sswm. info 3. Marketing Mix – the 4 P’s The 5 th P: Policy • Sometimes needed for social marketing programs • Can be used to make unhealthy behaviour harder • E. g. banning open defecation in public places • Can be used to make desired behaviour easier • E. g. subsidising the provision of hand-washing facilities in schools Social Marketing 13

Find this presentation and more on www. sswm. info 3. Marketing Mix – the 4 P’s Social marketing – not just promotion! Many behaviour change programs only target the fourth P: PROMOTION! BUT Social marketing is always at least the combination of the 4 P’s! . . . Because behaviour change is difficult to achieve if necessary products are not available at right price and place! Social Marketing 14

Find this presentation and more on www. sswm. info 4. The 6 Phases of a Social Marketing Process Phase 1: Describe the problem • Based on thorough review of available data, current literature on behavioural theory and best practices or programmes addressing similar problems • E. g. SWOT-Analysis: finding Strengths, Weaknesses, Opportunities, Threats • Develop a strategy team to help develop and promote the program Social Marketing 15

Find this presentation and more on www. sswm. info 4. The 6 Phases of a Social Marketing Process Phase 2: Conduct the market research • Target audience? • What makes different consumer groups alike/different from each other? Need to approach different consumer groups in different ways (own priorities and needs) E. g. for a general sanitation campaign you cannot have a standard product (e. g. arborloo) and only promote through one channel (e. g. radio) • Objectives: ◦ Cluster target audience into useful segments ◦ Which target audience segments are most ready to change behaviour ◦ What do they want or need most in order to do that Social Marketing 16

Find this presentation and more on www. sswm. info 4. The 6 Phases of a Social Marketing Process Phase 3: Create the market strategy • Heart of marketing program: WHAT you want to achieve and HOW • Based on research findings (Phase 1) select target audience and desired behaviour • Specify benefits the target audience will receive for behaviour change (benefits they really care about!) • Specify key barriers that the program will help the target audience to overcome Social Marketing 17

Find this presentation and more on www. sswm. info 4. The 6 Phases of a Social Marketing Process Phase 4: Adapt your marketing mix Different marketing mix for all identified segments: • Different products • At different prices • Available at different places • Reach segments through different communication tools Also, develop a plan, timeline and budget for each intervention, highlight key partner and stakeholders. Social Marketing 18

Find this presentation and more on www. sswm. info 4. The 6 Phases of a Social Marketing Process Phase 5: Plan monitoring and evaluation • Monitoring data are used to ensure the program is implemented as planned and whether strategy is suitable • Consider also environmental factors (e. g. policies, economic conditions, new programmes, structural change): have they changed in ways that affect the program? Social Marketing 19

Find this presentation and more on www. sswm. info 4. The 6 Phases of a Social Marketing Process Phase 6: Implement the intervention and evaluation Implementation of the programme and evaluation takes: • Launching the programme • Producing materials • Procuring needed services • Sequencing, managing and coordinating the respective interventions • Staying on strategy • Fielding the evaluation • Capturing and disseminating findings and lessons learned • Modifying activities as warranted Social Marketing 20

Find this presentation and more on www. sswm. info 5. Example of a Social Marketing Strategy Promoting hand-washing with soap (1/2) • National and state-wide hand-wash marketing programmes in Ghana, Peru, Senegal, South Africa, Indonesia, among others • E. g. http: //www. globalhandwashing. org/ • It is guided by the following principles: 1. These deaths are preventable (research shows: hand-washing can reduce diarrhoea by almost 50%) 2. Hand-washing with soap is a right 3. Large-scale changes in hand-washing practices can be achieved Source: http: //www. globalhandwashing. org/ [Accessed: 28. 10. 2013] Social Marketing 21

Find this presentation and more on www. sswm. info 5. Example of a Social Marketing Strategy Promoting hand-washing with soap (2/2) Performance of Global Handwashing Dance, Japan. Global Handwashing Day & International Day of Disaster Risk Reduction, Philippines. Source: http: //www. globalhandwashing. org/ [Accessed: 28. 10. 2013] Social Marketing 22

Find this presentation and more on www. sswm. info 6. Applicability Social marketing • Very useful if you are dealing with a large number of “end customers” • Improving the current situation in your area regarding water and sanitation mostly requires a fundamental change in behaviour of the local community • Social marketing can efficiently change current behaviour and improve the wellbeing of the local community Source: ECOSAN CLUB (2013) Social Marketing 23

Find this presentation and more on www. sswm. info 7. Advantages and Disadvantages Social marketing Advantages: • Combines knowledge from various scientific fields in order to get best understanding how to change behaviour • No need to be a marketing expert to implement social marketing • Potential to strongly improve the well-being situation of your community • Forces you to take a customeroriented standpoint Social Marketing Disadvantages: • Implementation requires a marketing team in order to conduct the 6 phases • Requires time and money for planning and implementation • Requires some understanding of marketing principles 24

Find this presentation and more on www. sswm. info 8. References ECOSAN CLUB (Editor) (2013): Sanitation Comics. Vienna: Ecosan Club. URL: http: //www. ecosan. at/ssp [Accessed: 28. 10. 2013] Social Marketing 25

“Linking up Sustainable Sanitation, Water Management & Agriculture” SSWM is an initiative supported by: Created by: Social Marketing 26