Download 6.2 promotion-selecting communication channels

Pomotion :
Selecting Communication Channel
https://www.hrzone.com/community-voice/blogs/eteenedruin/growing-importanceof-social-media-marketing-companies
Promosi =
komunikasi dalam social marketing
Mass
communication
promosi
Selective
communication
Personal
communication
Mass
Communication
the function of mass
communication in social
marketing:
Mass communication
aims to inform and
persuade, in a given
time, the largest number
of target adopters, about
how the product fits
their needs and better
than the alternative
product
Mass communication decisions..
Objectives
What do you want  who to do?
Menyebarluaskan atau meningkatkan adopsi ide dan praktek
sosial intangible or tangible product
What have you got for them?
Something new ;
ex: krisis energi (masyarakat tidak sadar ada krisis, shg
mereka perlu diyakinkan bahwa dengan bantuan
penghematan dari mereka maka krisis bisa diatasi) 
kampanye penyadaran adanya krisis energi dan hemat energi
What To Say
-
Superior
produk sosial harus segera dilaksanakan; ex: angka
kecelakaan yang tinggi  safety riding
-
different /subtitute
ex: merokok adalah hal ‘normal’ dan keren vs merokok
berbahaya bagi kesehatan
Mass Communication Decisions..
How to say it..  How will you put it into words?
Rational  seat belt will save you from disfigurement in a car accident
Emotional  negative=fear  orang tua “disuguhi” ilustrasi ttg anakanak beresiko menggunakan drug yang berbahaya bagi kesehatan
Non verbal element
Facial
Vocal
body
eye
space
physical
Mass communication decisions
Where To Say It
Match media to objectives
Match media to your product's
"personality"
Ex: Antirokok/antidrug/global warming untuk
remaja = majalah Cosmo Girl, MTV
How To Time It
When are you most likely to reach your target
adopter?
What Dilutes Mass Media Impact?
Apathetic, Defensive, or
Ignorant Audience
The Message is Not
Sufficiently Motivating
Message is Placed in
Inappropriate Media
Provides No Way To Respond
Constructively
Media has effects where ….
•The desired behaviour change requires little
time, effort, financial, or psychological costs
•Where social norms are important and favour
the desired change
•Where there are clear and substantial benefits
to the individual (that out-weigh the costs)
•Where there are no major environmental
inhibitors
•Where the individual’s attitudes are neutral or
already mildly positive towards the behaviour.
Chapter 11
Selective
Communication
Why :
Ada segmen target adopter yang harus benar-benar diraih 
orang beresiko tinggi lebih membutuhkan info yang detil
selective communication menggunakan media yang
selective (lingkup lebih khusus)dapat lebih dekat dengan
target adopter secara iteraktif dan efektif.
Direct Mail
Advantages to Direct Mail
segments into better defined clusters  benar-benar dipilih dan
ditujukan pada orang yang berprospek menjadi target adopter
can be personalized  pesan yang di sampaikan bisa dibuat
spesifik sesuai dengan apa yang dibutuhkan, diperlukan, dan
kemungkinan besar paling bisa diterima oleh target adopter
more flexible  jumlah penerima pesan bisa lebih
terarah/disesuaikan
can tell target how to respond  menunjukkan kesempatan dan
keuntungan bila menjadi target adopter, dan petunjuk dalam
menjadi target adopter.
Telemarketing
Inbound
Marketer provides toll-free
number :
Bantuan layanan :
narkoba/bunuh diri
Outbound
Marketer calls target adopter
When to Use Telemarketing
As follow-up to mass communication & direct mail
To encourage and reinforce loyalty
To get names of target adopters for personal communication appeals
 As a ground breaker to arrange for a follow up personal visited by
social marketer
Timing
Harus pintar menemukan waktu, kapan
Target adopter dapat dihubungi, ex :
Di telpon sekitar sore hari, dsb
Personal
Communication
• What is it?
Part of the flow of interaction and communication between
change agents and target adopters that makes up a social
change campaign
Social marketer secara langsung memberikan
informasi/instruksi/persuasi/menganjurkan/me
motivasi dan memberikan
pertolongan/pendampingan dan pelayanan pada
target adopter
Who does it?
Motivators
Professionals
Community
Organizers
Outreach workers
Recruiters
Extension workers
Facilitators
Educators
Social workers
Field Workers
Counselors
Service providers
Volunteers
missionaries
Service deliveres
Personal Communication is the most
powerful persuasion tool. Why is it so
powerful?
It's direct give-and-take exchange
you can build a relationship
target adopter feels obligation to reciprocate
The Audience
Who exactly is your audience for your personal
communication of your social marketing product?
Strategies
Two basic questions
Are you
addressing
one or more
people?
Are links
mediated or
word-ofmouth?
links
1 recipient
>1 recipient
1
outreach
Education
>1
Word Of
Mouth
Word Of
Mouth
• Education strategy :
• dilakukan seorang social marketer pada sekelompok orang 
membuat forum rehabilitasi/couselling
ex: kelompok dalam rehabilitasi drug
Outreach strategy :
• dilakukan one by one ex: mempromosikan
kesehatan keluarga langsung pada seorang ibu ;
pemahaman pentingnya jarum suntik steril
pada pengguna narkoba agar meminimalisir
resiko penyebaran HIV / AIDS
Word of mouth 
• adoption diffusion rate  komunikasi berantai
The Message
Universal - When target-adopters are highly motivated to adopt
Ex: - Say No to Drug
- filter rokok balur/kesehatan : pesan yang diberikan sama,
filter kesehatan baik untuk anti kanker.
Varied - When many different segments exist
Ex : kampanye anti narkoba  untuk orang tua dan remaja
berbeda
Choosing how to present the message:
Who is your target adopter?
What is of value to them?
Choosing the message
Features
Physical/Technical
(size, weight, temperature,
shape, material,
ingredientsqualities for
research adn developent
specialist)
Ex : hasil test Elisa untuk HIV
Sensory
apa saja yang bisa disentuh
dilihat, didengar, dirasakan
oleh target adopter
Ex : Harga test murah atau
mahal, waktu cepat,
Benefits
Functional
Apa yang bisa diperbuat/manfaat
dari social product pada target
adopter
Ex :
Berhenti merokok baik untuk
kesehatan
Emotional/psychological
Apa yang dirasakan/dipercayai oleh
target adopter dari
menggunakan social product
Ex: orang percaya/terdorong
berhenti merokok karena takut
sakit, takut meracuni orang
tercinta
• Timing
paling efektif setelah terlebih dahulu kampanye di media
massa
WHAT MAKES A SUCCESSFUL
SOCIAL MARKETING CAMPAIGN?
(FROM THE PERSPECTIVE OF THE
SOCIAL CHANGE AGENT)
What Makes a Successful Social Marketing Campaign?
(From the perspective of the social change agent)
Monopolization
It helps if you hold a monopoly on
the airwaves and there is not a lot
out there contrary to your message.
Just as it is easier to sell your
brand of soap if you're the only
soap manufacturer advertising on a
half hour show, it is easier to reach
magazine readers with the
message about not smoking,
now that magazines are forbidden
to carry smoking ads
What Makes a Successful Social Marketing Campaign?
(From the perspective of the social change agent)
canalization
It helps if previous work in the same area
has carved a path for your issue.
For a long time, too many people took the
issue of Drinking and Driving too lightly;
efforts were hindered by the fact that no
one had really brought the issue to the
attention of the public. Once MADD
(Mothers against Drunk Driving) started
their campaign, other campaigns became
easier. This term canalization comes from
the concept that it is easier to sail your
boat across the land if a canal has been
dug.
What Makes a Successful Social Marketing Campaign?
(From the perspective of the social change agent)
suplementation
It helps if you have help.
It's easier to conduct a social
change campaign if mass media
efforts are supplemented by faceto-face and word-of-mouth
communication
WHAT MAKES A SUCCESSFUL SOCIAL
MARKETING CAMPAIGN?
(FROM THE PERSPECTIVE OF THE
TARGET ADOPTER)
What Makes a Successful Social Marketing Campaign?
(from the perspective of the target adopter)
Force
Intensity of commitment is greater if a person is already pre-disposed
toward the message; once you reach them, make the message as
stimulating as possible
Direction
Knowing how and where to respond to the campaign's message
Mechanism
Having an actual agency, office, or retail outlet to which to go
Adequacy and Compatibility
Finding the agency able to do its job
Distance
Feeling that the effort put forth is going to be worth the end result
As the change agent you must reduce the distance the target adopter
must travel; not only physically, as in the case of a recycling centre, but
psychologically, as in convincing them it is their problem
IT'S HARDER TO SELL
it's harder to sell an idea
because of ..
Situation Involvement
Do your target adopters care about your issue?
Enduring Involvement
Will they keep caring?
Benefits/Reinforcers
Is it going to be personally worthwhile to them?
Costs
If it costs too much in money or effort
they may not want to do it
t's harder to sell an idea because of ..
Benefit/Cost Relationship
Can they see a tangible result?
something that makes their effort worthwhile?
Pre-existing Demand
Is it something that everyone already wants?
(clean water should be)
Segmentation
Are you reaching the right groups with the right
marketing message?