14. Contact L1 Introduction to Social Marketing. Lecture Overview. Ketua Kelas. Learning Resources. Assessment

18/09/14

Contact L1 Introduction to Social Marketing

• Fitri H. Oktaviani [email protected]

Fitri H. Oktaviani Department of Communication Sciences Brawijaya University

Lecture Room Lt. 3 Gd. A FISIP Consultation hour: by appointment (email/texts) • Module: WIGGIO GROUP

Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

Ketua Kelas

2


Lecture Overview

A (Selasa) : Nama: Rosalia No HP: Email: [email protected]

• Important parts of your course profile – Assessment in the course – Look at our expectations for this course

Ing 5 (Kamis) Nama: Irvan No HP 085714908996 Email [email protected]

• Content – Introduce you to the core Social Marketing concepts – Discuss current examples and campaigns to illustrate the shift from commercial marketing to social marketing practice.


Learning Resources


Assessment

Text Book – Hastings, G. (2007), Social Marketing: why should the devil have all the best tunes? Elsevier: Oxford. Recommended Text & Resources

– Kotler, P. & Lee, N.R. (2008). Social Marketing: Influencing behaviors for good (3rd Ed), Sage: Los Angeles.

1. In class Quiz = 10% 2. Proposal Worskhop Presentation = 15% 3. UTS = 30% 4. Progress report Presentation = 15% 5. UAS (Final Report) = 30%

(Lecture room library à assistants ) Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014


1

18/09/14

My Expectations of You •  Come on time (20 minutes tolerance) •  Turn mobile phones off •  Behave properly in academic setting •  If you miss a class, it is up to you to put aside additional time to cover the content you have missed. Write a letter. If you are late in giving letter, give it to academic in 3 days max. I am not responsible for any absenteeism consequences. •  Seminar slides (including guest lectures) will be available on Wiggio, as well as copies of recommended readings.

Your expectation toward me •  Be on time (20 mins tolerance), if i have unexpected important thing to do, I’ll let you know •  Give you relevant material according to course profile (SAP/RPKPS) •  Give you feedbacks •  Give mark transparency

•  Be willing to answer questions and participate when invited‐ you have lots to contribute •  I do not expect you to read text chapters or readings prior to lecture (but must read them!) Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014


What are individual problems in our society/ environment?


Breaking Traffic Rules


Our own problem…


2

18/09/14

Billboard

What we normally do?

Poster Banner Social Adver;sement Social Media Campaign


We need a better approach for changing behaviour for the better which is

Why does the rate of success is still very low?


•  •  •  •  • 

Persuasive, unique, interesting Long term Perceived to be beneficial Staged Strategic and full of supports


Core Marke;ng Concepts

Social Marketing?

Needs, wants, and demands Markets

MARKETING APPROACH FOR SOCIAL BEHAVIOURAL CHANGE

Core Marke)ng Concepts

Exchange, transac;ons, and rela;onships

Products

Value, sa;sfac;on, and quality


3

18/09/14

Commercial Exchange •  You give me

•  You get

Rp. 6000;

A Coke •  A thirst quencher •  Good taste

Intangible

•  Fun •  Youthful feeling •  Friends

Analisis untung/ rugi

Page 20


What is exchange?

Exchange – Public Health You get

You give me

An immunisation

•  Money

•  Better health

•  Time

•  Avoidance of greater discomfort (sickness)

•  Momentary discomfort

•  Ability to go to school, work, travel

COMMERCIAL EXCHANGE Kotler’s (1988) list of


Key Social MARKETING Concepts Exchange

•  Offering something perceived to be of value to the target audience (& wider society) at least two parties •  Recognise that consumers each party offers must outlay resources such as something that might be time, or psychological effort in of value to the other exchange for the promised party benefits Each party is capable of •  Acknowledge that all communication & delivery intermediaries enlisted to Each party is free to support a campaign also accept/reject the offer require something of value in return for their efforts Each party believes it is appropriate or desirable to deal with the other party.

conditions:

•  • 

•  •  • 

People go through a ‘cost/benefit’ analysis at some level when deciding to act

SOCIAL PRODUCT EXCHANGE

Pervite, 2011, Lecture 1 Social Marketing UQ Business School Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

Social Product

•  Increase or highlight the benefits •  Decrease or de-emphasise the

Belief

barriers

– The social marketing task is to maximise the perceived benefits and minimise the costs associated with the advocated change.

Attitude

Idea

Value

•  Example: 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 rather than their environmental consciousness Pervite, Lecture 1 Social Marketing UQ Business School Fitri H.2011, Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

Social Product

Act

Practice

Behaviour

Tangible

Sumber: Kotler & Lee (2008) Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

Page 24

4

18/09/14

Social Marketing is….

Social Marketing is….

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)


Page 25

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.


Not for Profit Marketing

‣  toInvolves not-for-profit organisation using marketing achieve organisational goals. ‣ Marketing activity benefits the organisation ‣  Not-for-profit organisation typically: – Rely on donations

– Performance is subject to public scrutiny – Relies extensively on volunteers •  Not-for-profit organisations also use social marketing strategy

Sumber: National Social Marketing Centre (NSMC), http://www.nsmcentre.org.uk/ Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014


5

18/09/14

Warning!

Message Alone ≠ Marketing!

≠


An integrated approach to social change focused on individual behaviour change and benefits for wider society.


Main concepts }  Donovan & Henley (2003) argue social marketing involves: ◦ The marketing philosophy (exchange, value creation, 4Ps) ◦ Education/information (as part of marketing) ◦ Use of persuasion strategies to motivate target audiences contemplation and behaviour change ◦ Attempts to achieve a legislative context that facilitates the marketing effort   E.g. Tobacco, legislative restrictions on advertising and promotion, packaging requirements, and no-smoking areas would constitute the legislative component of a comprehensive approach.

}  These would all be part of a comprehensive social marketing campaign Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

SM’s Focus is on Behaviours • 

Change agents want to influence target markets to do one of four things: 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 4.  Abandon an old undesirable behaviour (e.g. talking on the mobile when driving)


6

18/09/14

Example: Pedestrian Safety •  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

PRODUCT

PRICE

PLACE

•  Old Design

PROMOTION

•  New 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 Page 37


PRODUCT

PRICE

PLACE

PROMOTION


PRODUCT

PRICE

PLACE

PROMOTION

•  Improving Access •  Adopt a Crosswalk Partners

Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014 Melbourne, Australia.

PRODUCT

PRICE

}  Drink Coasters (tatakan minum)

PLACE

PROMOTION


PRODUCT

PRICE

PLACE

PROMOTION

}  Posters }  Downtown Banner

}  Sidewalk Stencils

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 Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014 Melbourne, Australia.


7

18/09/14

Hasil: 5 months later

Key characteristics of social marketing 1.  Set behavioural goals.

2007

2008

% CHANGE

2.  Use consumer research and pretesting 3.  Make judicious use of theory

# People/ 2426

Groups

2363

3% Decrease

4.  Is insight driven 5.  Applies the principles of segmentation and targeting

64% Increase # Flags

267

438

% Usage

11.0%

18.5%

6.  Thinks beyond communications 7.  Create attractive motivational exchanges with the target group

68% Increase

Source: Nancy Lee (2009) Presentation at the 2009 International Nonprofit & Social Marketing Conference, Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014 Melbourne, Australia.

8.  Pays careful attention to the competition faced by the desired behaviour


Why do social marketers communicate?

û ü ü

Not only to inform people about your organization!

Social marketing is NOT the same with …

To get them to do something! q Support

legislation

ü  Just an educational approach

q Be a partner q Write a letter

ü  Just a persuasion approach

to the editor q Use your services

ü  Corporate Social Responsibility (CSR)

To improve quality of their lives and increase their well-being


ASSESSMENTS AND ASSIGNMENTS Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

ü  A commercial marketing ü  Just a Social Advertising (IKLAN LAYANAN MASYARAKAT)

45 Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

1. Project Social Marketing Students make a project for behavior change using social marketing strategy. This year our topic will be “Ethic Project” Topics you can pick are: 1.  Kebiasaan antri di lift 2.  Kebiasaan merokok di luar gedung 3.  Kebersihan toilet 4.  Budaya membaca 5.  Budaya SMS/ email Santun 6.  Budaya parkir rapi Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

8

18/09/14

Penilaian Project: 1. Proposal Workshop: 15% •  Mahasiswa berkelompok dalam 5 kelompok kecil. Kelompok-kelompok kecil ini akan bekerja membuat: •  Proposal •  Satu elemen project •  Laporan akhir Namun, pelaksanaan kegiatan social marketing adalah gabungan dari 2 atau 3 kelompok. Fitri H. Oktaviani Jurusan Ilmu Komunikasi, Universitas Brawijaya 2014

Kriteria Penilaian

Mahasiswa melakukan seminar dihadapan kawan sekelas mengenai inisiatif social marketing dengan topik yang telah dipilih mahasiswa. Disini, mahasiswa diwajibkan datang ke kelas dengan Bahan Proposal yang diseminarkan terdiri dari: Tema, Analisa lingkungan dan Perilaku Klien, Tujuan (objektif), Segmentasi dan Targeting, Marketing Mix yang disarankan. Persiapan proposal ini sudah dilakukan dalam praktikum mahasiswa yang dimulai sejak minggu ke-3.


2. Progress presentation •  • 

Waktu: Minggu ke-13 dan ke-14 tergantung jadwal setiap kelompok Bobot: 15%

Deskripsi: • 


Mahasiswa melaporkan progress kegiatan kampanye mini yang dilakukan sejak workshop proposal dihadapan tim dosen dan kawan sekelas. Waktu presentasi setiap kelompok adalah 20 menit. Penilaian dilakukan untuk setiap individu


Outline dari presentasi adalah:

No

Kriteria Penilaian

Nilai Maksimal

•  Latar belakang dan permasalahan

1

Alur, logika, dan argumentasi

10

•  Analisa lingkungan dan Perilaku Klien,

2

Krea;vitas dan originalitas project components

3

3

Teknik dan presentasi (melibatkan 2 audiens, jelas, profesional tepat waktu)

•  Analisis SWOT •  Tujuan (objektif) •  Segmentasi dan Targeting, •  Marketing Mix

Total

15%

•  Jadwal implementasi •  Capaian saat ini dan saran untuk marketing terintegrasi (relational dan upstream marketing.) • 

Presentasi ini akan diberi feedback oleh dosen yang berguna bagi penulisan laporan


9

18/09/14

3. Laporan Akhir

•  Tenggat waktu: UAS Sosial Marketing, Bobot: 30% Deskripsi • 

Mahasiswa secara berkelompok membuat laporan kegiatan dalam program social marketing yang sudah dilaksanakan sejak paruh ke-2 semester, laporan ditulis sebanyak 2500 kata (toleransi 10%) dengan sistematika berikut:

1.  Executive summary atau Ringkasan Eksekutif 2.  Latar belakang dan permasalahan 3.  Analisa lingkungan dan Perilaku Klien, 4.  Analisis SWOT 5.  Tujuan (objektif) 6.  Segmentasi dan Targeting, 7.  Marketing Mix 8.  Jadwal implementasi

Kriteria Penilaian Kriteria Penilaian Laporan (max 30%) •  Alur, Logika dan Argumentasi = 10% •  Kejelasan dan Ketepatan pendekatan marketing dalam perubahan sosial = 8% •  Kreativitas dan originalitas komunikasi = 7% •  Teknis penulisan Karya Ilmiah = 5%

9.  Laporan dana 10.  Capaian saat ini dan saran untuk marketing terintegrasi (relational dan upstream marketing 11.  Lampiran-lampi



Daftar Pustaka Hastings, G. (2007). Social marketing: Why should the Devil have all the best tunes? Amsterdam: Elsevier. Karsten, C., & Rothschild, M. L. (2003). The Road Crew Final Report. Wisconsin: NHTSA Descretionary Cooperative Agreement. Kotler, P., Brown, L., Burton, S., Deans, K. R., & Armstrong, G. (2010). Marketing (8 ed.). Frenchs Forest: Pearson. Kotler, P. & Lee, N.R. (2008). Social Marketing: Influencing behaviors for good (3rd Ed), Los Angeles: Sage Pervite, J. (2011). Social marketing. UQ Business School. Unpublished


10

14. Contact L1 Introduction to Social Marketing. Lecture Overview. Ketua Kelas. Learning Resources. Assessment

Recommend Documents