Mediaboss Marketing

Les Milbrath was fond of reminding me that nature bats last. What Les meant by this was that we live in a finite world and humanity will eventually be forced to adopt sustainable practices. While we have no choice regarding whether we eventually adopt these practices, the speed with which they are adopted will determine the grace with which we make this transition.

This book is about making the transition gracefully. It provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable behavior. It introduces the five steps of communitybased social marketing (selecting behaviors, identifying barriers & benefits, developing strategies, conducting a pilot, and broad-scale implementation), and showcases numerous programs illustrating its use. In this third edition, each chapter has been updated. Further, Selecting Behaviors has been added as a new first step in community-based social marketing. As well, a new behavior change toolsocial diffusionhas been added to the array of tools already covered.

Community-based social marketing draws heavily on research in social psychology, which indicates that initiatives to promote behavior change are often most effective when they are carried out at the community level and involve direct contact with people. The emergence of community-based social marketing can be traced to a growing understanding that programs that rely heavily or exclusively on media advertising can be effective in creating public awareness and understanding of issues related to sustainability, but are limited in their ability to foster behavior change.

For those who are contemplating entering this field, I would like to offer the following words of encouragement. I have been fortunate over the past twenty-five years to work at the juncture between social science knowledge and its application to sustainability. Ive had the opportunity to travel extensively discussing community-based social marketing with those who develop programs and with academics that work to advance our knowledge in this area. I have witnessed repeatedly the commitment and passion that both practitioners and academics bring to working on these issues. As daunting as our present circumstances may seem, know that there are countless individuals working on fostering sustainable behavior and that their efforts are making a difference. There are substantive and meaningful contributions to be made to the transition to sustainability. Come join us in helping humanity make this transition more gracefully.

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Wondering what emerging technologies are coming to social media?

Curious about how to share immersive experiences with 360-degree video or virtual reality (VR)?

To explore live 360 video and VR for marketers, I interview Joel Comm.

The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. Its designed to help busy marketers, business owners, and creators discover what works with social media marketing.

In this episode, I interview Joel Comm, a live video expert. Hes the author of the books Live Video Revolution, Twitter Power 3.0,and many others. Hes the co-host of The Bad Crypto Podcast, which is rising in the iTunes ranks.

Joel explains how social media marketers can take advantage of live 360-degree video and VR.

Youll learn about consumer-friendly equipment for sharing 360 video and VR experiences.

Future of Live Video: 360 Live and Virtual Reality Live featuring insights from Joel Comm on the Social Media Marketing Podcast.

Share your feedback, read the show notes, and get the links mentioned in this episode below.

Listen now: Play in new window | Download

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Social Media Examiner: Social media marketing how to ...

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Deep in the lush jungles of the isolated Skull Island lies the habitat of the elusive, yet endangered and utterly vicious "Simian Raticus", or better known as by its common name, the Sumatran Rat-Monkey, a hideous mix of a virus-carrying slave-ship rat and a tree monkey. Presently, back in New Zealand's Wellington, the oppressed Lionel Cosgrove who lives with his despotic mother Vera, has finally found his soulmate, Paquita, but sadly, his world will rapidly change when after a stroll at the local Zoo, a live specimen of the rare species will bite Vera. Now that she's got the "bite", with the infection spreading and turning Vera into a festering, puss-squirting living dead ravenous for flesh, things are bound to get out of hand, as an ever-growing collection of stiffs and other stimulant-enhanced zombie misfits detained in Lionel's house basement will demand immediate action. Poor Lionel he needs to step up and clear up the mess, but above all, summon the courage to confront his ... Written byNick Riganas

Budget: $3,000,000 (estimated)

Opening Weekend: 55,027 (UK) (16 May 1993)

Gross: $242,623 (USA)

Runtime: 104 min| 85 min (R-rated) | 97 min (unrated) | 80 min (FSK 16) | 92 min (1992) (1993) (cut) | 85 min (heavily cut) | 99 min (DVD edition)

Aspect Ratio: 1.85 : 1

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Braindead (1992) - IMDb

Social marketing is a key approach whose aim is to influence and support constructive change in environmental, social and health campaigns. (Photo: Can Stock Photo)

The first steps on the pathway to sustainability can often be seeen in initiatives that seek to reduce waste and pollution, increase water and energy efficiency, improve peoples health and change car-based transportation patterns. Social marketing is a key approach whose aim is to influence and support constructive change in environmental, social and health campaigns. Social marketing is an adaptable approach, increasingly being used to achieve and sustain behaviour relevant to a range of social issues and topics. It is significantly different from commercial marketing despite the fact that its basis lies in the borrowing of the latters concepts and tools. One of the main differences is that social marketing is charged with increasingly complex and ambitious goals often with the provision of very few resources. The accompanying siteblog (above menu) looks at one underlying framework Cialdinis six principles of persuasion. More on this and other frameworks and guides that support social marketing campaigns that work are provided through the links below.

Who do you think you are? An examination of how systems thinking can help social marketing support new identities and more sustainable living patterns This 2010 paper by Denise Conroy and Will Allen in the Australasian Marketing Journal looks at how systems thinking could inform more effective social marketing initiatives. They point out that many campaigns leave fundamental systematic environmental challenges unchanged, and may even undermine any considerations that people have around the change direction. They suggest that changing behaviour is ultimately about helping society and individuals in reframing their identity. A systems theory approach, which acknowledges society as a complex adaptive system, is suggested as providing a useful framework for social marketing campaigns in supporting new identities and increasing sustained behavioural change.

Using the Six Principles of Persuasion to Promote Travel Behaviour Change This paper by Rita Seethaler & Dr Geoff Rose shows how social psychology offers a series of six specific persuasion techniques that are able to reach beyond the mere raising of awareness and knowledge. Appealing to deeply seated human needs, the six persuasion principles of Reciprocity, Consistency, Social Proof, Authority, Liking and Scarcity can be translated into practical communication strategies that will increase the personal involvement of a target population and secure a lasting change in behavioural patterns.

Fostering sustainable behaviour Numerous initiatives to reduce waste and pollution, increase water and energy efficiency, and alter transportation patterns are first footholds in the transition to sustainability. This site by Doug McKenzie-Mohr was developed for the people who design these and other programs to foster sustainable behavior. Its purpose is simple: to provide information that can enhance the success of their efforts. The site consists of six resources:an online guide which illustrates how to use community-based social marketing to design and evaluate programs to foster sustainable behavior; searchable databases of articles, downloadable reports, graphics, and case studies on fostering sustainable behavior; and a listserv for sharing information and asking questions of others.

Quick Reference: Community-based Social MarketingThis short paper by Doug McKenzie-Mohr discusses community-based social marketing as an alternative to information-based campaigns for conservation. It is based upon research in the social sciences that demonstrates that behavior change is most effectively achieved through initiatives delivered at the community level which focus on removing barriers to an activity while simultaneously enhancing the activitys benefits. A four-step process is presented for carrying out community-based social marketing initiatives

Tools of Change: Proven Methods for Promoting Health, Safety and Environmental Citizenship This Canadian website, founded on the principles of community-based social marketing, offers specific tools, case studies, and a planning guide for helping people take actions and adopt habits that promote health and/or are more environmentally-friendly. This Web site will help you include in your programs the best practices of many other programs practices that have already been successful in changing peoples behaviour.

Understanding Voluntary Travel Behaviour ChangeThis paper by Elizabeth Ampt takes an in-depth look at the concept of voluntary behaviour change. It examines the change tools that can be offered, and then devotes attention to unravelling the differences between a social marketing approach and a community development approach to voluntary behaviour change. It concludes that, while both can be effective, there are some risks in using a social marketing approach when the marketing aspect is overemphasised.

The Seven Doors social marketing approach The Seven Doors social marketing approach was developed by Les Robinson, a former campaign director and now consultant for Social Change Media. This paper was originally presented by Les to the Waste Educate 98 Conference.This model allows us to identify which elements are already being fulfilled, and so concentrate resources on the gaps in our marketing campaigns. The seven elements are knowledge, desire, skills, optimism, facilitation, stimulation and reinforcement.

Carrots, sticks, and promises: A conceptual framework for the management of public health and social issue behaviors.In this paper, Michael Rothschild presents a framework that considers public health and social issue behaviors and is based on self-interest, exchange, competition, free choice, and externalities. He points out thatsocial marketing has become a generic term that encompasses education and marketing but too often has been co-opted by education and mass communication. However, exchange and transactions are necessary and important in a framework of behavior management.Targets that are prone, resistant, or unable to respond to the managers goal behave on the basis of their motivation, opportunity, and ability and on a managers use of the strategies and tactics inherent in education, marketing, and law. Developing social marketing to its next level of growth and contribution calls for a wider focus on behavior management.

World Social Marketing Conference Here you can download all the keynote addresses from this 2008 conference.

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Social marketing - Learning for Sustainability

Social marketing theory is a collection of theories that focus on how socially valuable information can be promoted. This theory has been used by social and welfare organizations to help promote or discourage various behaviors. The theory is administrative in nature in such that it seeks to outline a framework that can be used to design, implement and evaluate information campaigns. The target audience is identified based on their information need. Once this is done information is packaged and distributed in a manner that will be easily accessible to the intended audience.

cacaroot/dollar photo club

The theory is an attempt to clearly understand how societal and psychological factors work to successfully manipulate them in order to increase how effective mass media information campaigns are. The theory focuses on helping identify the various social and psychological barriers that hinder the flow of information through the mass media and offers ideas and ways to overcome these barriers. These strategies range from being indigenous to the use of saturation advertising.

Features of Social Marketing Theory

1. Creating Audience Awareness

When there is a need to promote any new idea, person or behavior, the first step is to create awareness that such a new concept or individual exists. Awareness is created by using all available channels at ones disposal like news media and even new media like the internet. One of the easiest ways to create awareness is having a saturation television campaign. But the drawback is thats a costly affair. The benefit of using newer media on the other hand is that a wider range of audience can be reached out to. The use of internet helps reach younger audience who may not read newspapers or depend on television for information.

2. Targeting the Right Audience

When disseminating messages, it is important to first identify the audience that requires the message and then finding the most efficient means of reaching them with the message. This helps cut costs and ensures higher levels of audience penetration. For example, if the message is intended for old people, using the internet to spread information would be a waste of time as most elderly people do not use computers. A more effective way would be to use radio and television to get the message across.

3. Reinforce the Message

When people receive a new message once, they tend to forget it easily. Its therefore necessary to reinforce the message by repeatedly ensuring that individuals are exposed to the message from different channels. Promoting the media in various mass media, going door to door, holding group discussions, having debates on television are ways in which messages can be reinforced. People can eventually change themselves as agents when they start spreading the message that they have received from others.

4. Cultivate Images or Impressions

When the audience is not interested in the person, product or service being promoted, they will not seek out any information about them. In such a scenario, image advertising is used. Here recognizable and easily understandable images are shown and the new product or service is shown in relation to that image. This helps create a favorable setting for promoting the new product. For example, watching an old couple reminisce about their college days and romance while sipping a hot cup of coffee is a tactic where a familiar event is used to attach happy emotions to a new coffee product, thus developing its image.

5. Stimulate Interest

To make audience seek information, it is necessary to grab their attention and stimulate interest. Once this is done, information should be made easily accessible to the general public. Dramatic events or unexpected actions help capture the interest of the audience. A politician photographed cleaning a beach helps drive home the point that he cares for the environment. A dish washing product that claims one bottle will clean a thousand plates could organize an event where a thousand or more plates are washed in real using a single bottle. This event could be promoted as breaking the Guinness Book of World Record and immediately causes people to become interested in the product. Similar ideas could be used to further social welfare schemes and products.

6. Induce Desired Result

Once information has reached the intended audience, efforts should be taken to ensure that the desired decision is arrived at. A campaign against smoking needs to ensure that people stop smoking. A new product being introduced should result in actual sales or usage.

Tagged as:creating audience awareness, features of social marketing theory, mass media information campaigns, Social Marketing example, social marketing theory, targeting the right audience

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Social Marketing Theory | Communication Theory