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• Social Marketing https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing intelligence 1 'Social marketing intelligence' is the method of extrapolating valuable information from social network interactions and large data flows that can enable companies for example: to launch new products and services into the market place at greater speed and at significantly lower cost. This is a very new area of research however, companies using social marketing intelligence have achieved drastic improvement in marketing campaigns. https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing intelligence Through social marketing intelligence, companies can identify the people that are the most influential within their communities. These are the most connecting and connected people within any given social network. According to these people, called the alpha users or hubs, have considerable influence over the spread of information within their social network. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing 1 Consensus Definition of Social Marketing (4 October 2013) https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing Although social marketing is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an oversimplification. The primary aim of social marketing is social good, while in commercial marketing the aim is primarily financial. This does not mean that commercial marketers can not contribute to achievement of social good. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing Increasingly, social marketing is being described as having two parents—a social parent, including social science and social policy approaches, and a marketing parent, including commercial and public sector marketing approaches. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications Journal of Social Marketing;1:54–72. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications 1 Social Marketing and Public Health Intervention (Portable Document Format) https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications 1 among other social needs (See Lefebvre, R.C. (2013) Social marketing and social change: Strategies and tools for improving health, well-being and the environment. San Francisco: Jossey-Bass.Lefebvre, R.C. (Ed). Social marketing: Six volume set. London: SAGE Publications, 2013.). https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications 1 In 2010, the US national health objectives US Department of Health and Human Services, [http://healthypeople.gov/2020/topicsobjective s2020/objectiveslist.aspx?topicId=18 Health Communication and Health Information Technology] included increasing the number of state health departments that report using social marketing in health promotion and disease prevention programs and increasing the number of schools of public health that offer courses and workforce development activities in social marketing. https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications Two other public health applications include the CDC's CDCynergy training and software application and SMART (Social Marketing and Assessment Response Tool) in the U.S. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications 1 In India, AIDS controlling programs are largely using social marketing and social workers are largely working for it https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications 1 Social Marketing Quarterly, 15(3), 114-127. https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications Other social marketing can be aimed at products deemed, at least by proponents, as socially unacceptable. One of the most notable is People for the Ethical Treatment of Animals (PETA) which for many years has waged social marketing campaigns against the use of natural fur products. The campaigns' efficacy has been subject to dispute. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Applications 1 Not all social marketing campaigns are effective everywhere https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Types 1 Social marketing uses the benefits of doing social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its primary focus on social good, and it is not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing. https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Types 1 It can therefore be considered social marketing. https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Types 1 As the dividing lines are rarely clear it is important not to confuse social marketing with commercial marketing. A commercial marketer selling a product may only seek to influence a buyer to make a product purchase. https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Types 1 It is sometimes felt that social marketing is restricted to a particular spectrum of client—the non-profit organization, the health services group, the government agency. https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Types These often are the clients of social marketing agencies, but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations; it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Types 1 Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of corporate social responsibility|social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools and techniques to social issues. https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Types Social marketing applies a customer oriented approach and uses the concepts and tools used by commercial marketers in pursuit of social goals like anti-smoking campaigns or fund raising for NGOs. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - Confusion 1 Despite protests from the social marketing communities over the hijacking of the term, Jupiter stuck with the name https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History 1 In it, Wiebe posed a rhetorical question: Why can’t you sell brotherhood and rational thinking like you can sell soap?” He then went on to discuss what he saw as the challenges of attempting to sell a social good as if it were a commodity, thus identifying social marketing (though he did not label it as such) as a discipline unique from commodity marketing https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History Foreign Affairs in The Netherlands, UK Department for International Development, US Agency for International Development, World Health Organization and the World Bank began sponsoring social marketing interventions to improve family planning and achieve other social goals in Africa, Sri Lanka, and elsewhere. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History They conclude that social marketing appears to represent a bridging mechanism which links the behavior scientist's knowledge of human behavior with the socially useful implementation of what that knowledge allows. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History Craig Lefebvre and June Flora introduced social marketing to the public health community in 1988, where it has been most widely used and explored. They noted that there was a need for large scale, broadbased, behavior change focused programs to improve public health (the community wide prevention of cardiovascular diseases in their respective projects) and outlined eight essential components of social marketing that still hold today: 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History 1 (ISBN 0-7619-2434-5) In 2005, University of Stirling was the first university to open a dedicated research institute to Social Marketing,http://www.ism.stir.ac.uk/ while in 2007, Middlesex University became the first university to offer a specialized postgraduate programme in Health Social Marketing.Source: http://www.mdx.ac.uk/courses/postgrad uate/marketing/health_soc_marketing_ ma.aspx https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History In recent years there has been an important development to distinguish between strategic social marketing and operational social marketing. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History However, there has been increasing efforts to ensure social marketing goes upstream and is used much more strategically to inform policy formulation and strategy development 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History Social marketing and social change: Strategies and tools for improving health, well-being and the environment 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Social marketing - History Lee, Clinton Weeks and Maria Kaya (2013), [http://www.basmartin.com/wpcontent/uploads/2013/01/Martin-et-al.2013.pdf How to stop binge drinking and speeding motorists: Effects of relationalinterdependent self-construable and selfreferencing on attitudes toward social marketing ], Journal of Consumer Behavior, 12, 81-90. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Societal marketing - Societal Marketing and Social Marketing Social marketing applies a “customer orientated” approach and uses the concepts and tools used by commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising for NGOs. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html Societal marketing - Societal Marketing and Social Marketing 1 Another characteristic of Social marketing is, that is planned to influence individuals' behavior to improve their well-being https://store.theartofservice.com/the-social-marketing-toolkit.html Societal marketing - Societal Marketing and Social Marketing 1 A clear example that differentiates Societal from Social Marketing is a marketing campaign on non-smoking. A focusing smoking cessation advertisement is an example of social marketing, but if the marketing strategies and techniques used in that campaign focus on increasing the well-being of society, that same campaign can be an example of societal marketing. https://store.theartofservice.com/the-social-marketing-toolkit.html Construals - Self-construal and social marketing 1 Lee, Clinton Weeks and Maria Kaya (2013), [http://www.basmartin.com/wpcontent/uploads/2013/01/Martin-etal.-2013.pdf How to stop binge drinking and speeding motorists: Effects of relational-interdependent self-construal and self-referencing on attitudes toward social marketing ], Journal of Consumer Behaviour, 12, https://store.theartofservice.com/the-social-marketing-toolkit.html Breastfeeding promotion - Social marketing and media Social marketing has been shown to have an impact on women's decision to breastfeed their children. One study found that in years when Parents magazine ran formula advertisements at a higher frequency, the proportion of women who breastfed often decreased in the following year. Conversely, women who are exposed to marketing that promotes breastfeeding are likely to breastfeed at higher rates. 1 https://store.theartofservice.com/the-social-marketing-toolkit.html For More Information, Visit: • https://store.theartofservice.co m/the-social-marketingtoolkit.html The Art of Service https://store.theartofservice.com