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Kontak Fitri H. Oktaviani
L1 SOCIAL MARKETING Fitri H Oktaviani, S.S., S.E., M.Commun JURUSAN ILMU KOMUNIKASI UNIVERSITAS BRAWIJAYA
[email protected] [email protected] Ruang dosen ilmu komunikasi Lt. 3 Gd. Baru FISIP Jam konsultasi: SMS/ email 082146831208 (no phone) 2
Learning Resources
Lecture Overview Hal yang paling penting dalam SAP anda Sistem Penilaian Lihatlah ekspektasi atas perkuliahan ini Konten Memperkenalkan anda pada konsep inti pemasaran sosial (social marketing) Mendiskusikan contoh-contoh dan kampanye saat ini untuk melihat pergeseran dari marketing komersial ke praktek marketing sosial (social marketing)
Buku Wajib Hastings, G. (2007), Social Marketing: why should the devil have all the best tunes? Elsevier: Oxford.
Sumber teks rekomendasi Kotler, P. & Lee, N.R. (2008). Social Marketing: Influencing behaviors for good (3rd Ed), Sage: Los Angeles.
Assessment Sistem Penilaian Mid Exam (UTS) : 35% Workshop Proposal Sosial Marketing: 15%
My Expectations of You • • • • •
Progress presentation: 10% •
Final Report: 40%
• • •
Datang tepat waktu Matikan ponsel Berperilaku baik dalam seting akademik Jika Anda melewatkan kelas, terserah Anda untuk menyisihkan waktu tambahan untuk menutupi konten yang tertinggal. Jika tidak masuk, silakan menulis surat. Jika Anda terlambat dalam memberikan surat, dalam artian tidak memberikan akademik dalam 3 hari. Saya tidak bertanggung jawab atas segala akibat ketidakhadiran. Slide Seminar (termasuk kuliah tamu) akan tersedia pada Wiggio, serta salinan bacaan yang direkomendasikan. Aktiflah untuk menjawab pertanyaan dan berpartisipasi ketika diundang-Anda memiliki banyak untuk berkontribusi Saya berharap anda membaca materi/kasus/contoh sebelum perkuliahan berlangsung Batas keterlambatan 20 menit, kecuali jika mengajukan izin terlebih dahulu (no sms). Jika lebih, mohon pengertian untuk tidak masuk kelas demi kenyamanan kita.
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Konsep Kunci Social MARKETING
Core Marketing Concepts
Exchange/ Pertukaran Needs, wants, and demands Markets
Core Marketing Concepts
Exchange, transactions, and relationships
Meningkatkan atau menggaris bawahi manfaat Menurunkan atau mengurangi tekanan (de-emphasise) hambatan2
Products
Tugas pemasaran sosial adalah untuk memaksimalkan manfaat yang dirasakan dan meminimalkan biaya yang berkaitan dengan anjuran perubahan
Value, satisfaction, and quality
Page 7
Contoh: Save the Crabs. Then Eat ‘Em (Kotler & Lee, 2008, pp. 4-7) Environmental campaign in Maryland & Virginia to save Chesapeake Bay Program Campaign reframed the issue to appeal to the target audience’s stomachs than their Pervite,rather 2011, Lecture 1 Social Marketing UQ Business School environmental consciousness
Pertukaran Komersial (Commercial Exchange)
Anda memberi saya $1.00
Pertukaran – Kesehatan Publik
Anda mendapatkan
Anda memberikan saya
Anda mendapatkan
A Coke
Money
Imunisasi
Time
Kesehatan yang lebih baik
Momentary discomfort
Menghindari ketidaknyamanan yang lebih besar (sickness)
Pelepas dahaga Intangible
Exchange – Public Health
Rasa yang enak Fun Perasaan senang
Kemampuan bepergian ke sekolah, pekerjaan, atau perjalanan
Teman2 People go through a ‘cost/benefit’ analysis at some level when deciding to act Source: Turning Point: http://www.turningpointprogram.org/
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Apakah exchange (pertukaran?) COMMERCIAL EXCHANGE Persyaratan adanya exchange / pertukaran menurut Kotler’s (1988). 1. Paling tidak ada 2 pihak
2. Setiap pihak memiliki sesuatu yang layak dipertukarkan 3. Setiap pihak harus mampu berkomunikasi 4. Setiap pihak bisa bebas mengiyakan atau menolak 5. Setiap pihak merasa bisa menerima pihak lainnya
SOCIAL PRODUCT EXCHANGE
Orang melakukan analisis untung rugi (cost/benefit analysis) ketika akan melakukan pertukaran
Platform Mendesain Produk Sosial
• Menawarkan sesuatu yang dianggap bernilai bagi target audiens (& masyarakat luas) • Mengakui bahwa konsumen harus melakukan pengeluaran seperti waktu, atau usaha psikologis dalam pertukaran untuk manfaat yang dijanjikan • Mengakui bahwa semua perantara berkeinginan untuk mendukung kampanye juga membutuhkan sesuatu yang bernilai sebagai imbalan atas upaya mereka
Pervite, 2011, Lecture 1 Social Marketing UQ Business School
Belief Idea
Attitude Value
Social Product
Practice
Act Behaviour
Tangible
12 Press: London Source: Kotler et al, 1989, Social Marketing: Strategies for changing public behaviour,Page Free
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Social Marketing adalah …. a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audiences behaviours that benefit society (public health, safety, the environment, and communities) as well as the target audience. (Kotler, Lee & Rothschild, 2006) Sebuah proses yang menerapkan prinsip-prinsip pemasaran dan teknik untuk menciptakan, mengkomunikasikan, dan memberikan nilai untuk mempengaruhi perilaku khalayak sasaran yang bisa menguntungkan masyarakat (kesehatan, keselamatan, lingkungan, dan masyarakat) serta Page 13 target audiens.
Social marketing is ….
Social Marketing is …. Hasting s (2008) definition:
… concerned with the application of marketing knowledge, concepts and techniques to enhance social as well as economic ends. It is also concerned with analysis of the social consequences of marketing policies, decisions and activities. Berkaitan dengan penerapan pemasaran pengetahuan, konsep dan teknik untuk meningkatkan tujuan sosial serta ekonomi. Hal ini juga berkaitan dengan analisis dari konsekuensi sosial dari kebijakan pemasaran, keputusan, dan kegiatan.
Not for Profit Marketing ‣ mencapai Organisasi nirlaba juga menggunakan marketing untuk tujuan ‣ Aktivitas pemasaran (marketing) bermanfaat bagi organisasi ‣ Organisasi Nirlaba biasanya: Bergantung pada donasi
Kinerja menjadi sorotan publik Sangat bergantung pada volunteers Organisasi nirlaba juga menggunakan strategi social marketing
Source: National Social Marketing Centre (NSMC), http://www.nsmcentre.org.uk/
Warning!
Pervite, 2011, Lecture 1 Social Marketing UQ Business School
Social Marketing is …. ? } Pendekatan terpadu untuk perubahan sosial difokuskan pada perubahan perilaku
Pesan saja≠ Marketing!
individu dan manfaat bagi masyarakat luas. Donovan & Henley (2003) berpendapat pemasaran sosial meliputi: } Filosofi pemasaran (pertukaran, penciptaan nilai, 4P) } Pendidikan / informasi (sebagai bagian dari pemasaran)
≠
} Penggunaan strategi persuasi untuk memotivasi khalayak sasaran kontemplasi dan perubahan perilaku } Upaya untuk mencapai konteks legislatif yang memfasilitasi upaya pemasaran Misalnya Produk tembakau (rokok), pembatasan legislatif pada iklan dan promosi, persyaratan kemasan, dan daerah merokok tidak-akan merupakan komponen legislatif pendekatan yang komprehensif.
} Ini semua akan menjadi bagian dari kampanye pemasaran sosial yang komprehensif
Pervite, 2011, Lecture 1 Social Marketing UQ Business School
Pervite, 2011, Lecture 1 Social Marketing UQ Business School
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Fokus SM adalah Perilaku Agen perubahan ingin mempengaruhi target pasar untuk melakukan satu dari empat hal: 1. Accept a new behaviour (e.g. composting food waste) 2. Reject a potentially undesirable behaviour (e.g. starting smoking) 3. Modify a current behaviour (e.g. increase physical activity from 3 to 5 days of the week), or Pervite, 2011, Lecture 1 Social 4. Abandon an old undesirable Marketing UQ Business School behaviour (e.g. talking on the mobile when driving)
PRODUCT
PRICE
PLACE
PROMOTION
New Design
Old Design
Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Melbourne, Australia. in Pervite, 2011, Lecture 1 Social Marketing UQ Business School
PRODUCT
PRICE
PLACE
PROMOTION
Improving Access
Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Melbourne, Australia in Pervite, 2011, Lecture 1 Social Marketing UQ Business School
Contoh: Keselamatan Pejalan Kaki
Situation: City of Kirkland Pedestrian flags since 1996 11% usage in 2007 Target Audience: Workers, shoppers Behavior: Use a flag every time Theory: Health Belief Model: Barriers Focus
20 Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social MarketingPage Conference, Melbourne, Australia in Pervite, 2011, Lecture 1 Social Marketing UQ Business School
PRODUCT
PRICE
PLACE
PROMOTION
Adopt a Crosswalk Partners
Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Melbourne, Australia.
PRODUCT
} Drink Coasters
PRICE
PLACE
PROMOTION
} Posters
Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Melbourne, Australia.
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PRODUCT
PRICE
} Downtown Banner
PLACE
PROMOTION
Results:
5 Months Later
} Sidewalk Stencils 2007
2008
% CHANGE
Groups
2426
2363
3% Decrease
# Flags
267
438
% Usage
11.0%
18.5%
# People/
64% Increase
Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Melbourne, Australia.in in Pervite, 2011, Lecture 1 Social Marketing UQ Business School
Key characteristics of social marketing 1. Set behavioural goals. 2. Use consumer research and pretesting 3. Make judicious use of theory 4. Is insight driven 5. Applies the principles of segmentation and targeting 6. Thinks beyond communications 7. Create attractive motivational exchanges with the target group 8. Pays careful attention to the competition faced by the desired behaviour
68% Increase
Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Melbourne, Australia.
Why do social marketers communicate?
û ü ü
Not only to inform people about your organization!
To get them to do something! q Support
legislation
q Be a partner q Write a letter q Use
to the editor your services
To improve quality of their lives and increase their well-being
Pervite, 2011, Lecture 1 Social Marketing UQ Business School
Social marketing is NOT the same with … Just an educational approach
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Assessment
Corporate Social Responsibility (CSR)
Throughout the course, students will be integratedly marked for social marketing projects created by group of five. The assignment is marked in three stages with precentages below:
Societal Marketing
1. Workshop proposal social marketing
Just a persuasion approach
A commercial marketing Just a Social Advertising (IKLAN LAYANAN MASY)
2. Progress presentation 3. Final Social Marketing Strategy Report
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Workshop proposal social marketing Due Date : Week 8 Weigh: 15% Students in groups of five work on their social marketing initiative of their chosen topics. Students should prepare beforehand the materials for the seminars consisting of: theme, environmental analysis and client behaviour, objective, segmentation and targeting, marketing mix. Students have prepared for the proposal seminar from week-3.
Presentation Skill Criteria
Progress Presentation Students are given 20 minutes to present their project. Mark is given individually. The presentation outline as follows: • Background and problem • Environmental and client analysis, • SWOT analysis • Objectives of the marketing campaign • Segmentation and targeting, • Marketing Mix • Implementation schedule • Feedback will be given for the development of the social marketing final report.
Social Marketing Report Weight : 35%, 2500 words (+/-10%) Due Date: Final Exam Day (30 mins) – penalty for late submission The report is marked with the following criteria: 1. Integrated and rational ideas and concepts max = 20% 2. Application of theories in practice max = 10% 3. Professionalism, mechanistic in writing report max =10%
Important! Read your course profile so that you understand assessment requirements, late submission policies, etc.
Any questions about course profile, assessment, or expectations?
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