The Purpose Driven Campaign: Social Marketing as the Possible Link Between Journalism and Advertising

After reflecting from the World Social Marketing Conference (which I promise updates eventually) and reading Craig Lefebvre’s recent post “Social Marketing: Hard Power and Soft Power in Social Change,” I want to finally share some tidbits from my thesis paper that I presented as a poster session at the conference. As, I think it rounds out and puts a lot of themes together as I studied: the elusive concept of influence.

Abstract: This research project looks at the concept of influence within social marketing as compared to journalism and advertising. This includes examining these professions’ definitions, ethics, standards, and agenda-setting capabilities. Through in-depth interviews, a further understanding of how these three practices relate within the gray matter of the media landscape is pioneered, as well as better defining the role and influence of social marketing.

Excerpt:

The Question of Influence

While the Information Age leaps into the Connected Age, the power of a free press is offered daily to start-up bloggers. Newspapers are downsizing. Amateurism is becoming the new professionalism. Online media producers replace today’s broadcast directors; all making the gray shades of influence between the information and its consumers a thunderstorm waiting to happen. Social marketing is in the business of change, whether it is behavioral change or attitude change, social marketing can also be described as the field for social change. But, how? In today’s world, who holds more influence to create these changes, a journalist, advertiser or a social marketer? How can one tell the difference? Is there a difference? And, do the professions work together? Could they? Should they? This research hopes to add to the discussion on the evolving definition and role of social marketing, using agenda-setting relationships to examine its influence and attempt to determine its position between advertising and journalism in the media landscape.

Literature Review

It is 1961. A time when questions were raised and hope diminishing as borders became gray and a rise of an international community emerged. Two Portuguese students were imprisoned for declaring a public toast towards their dream, rooted in an idea – freedom. Having their freedom stolen from them for displaying a human right of expression, a newspaper article was written, and with it, a movement spurred. This movement would form Amnesty International (www.amnesty.org). Social change is possible, and it begins with an idea. Social marketing is an increasing movement currently being expanded because of its foundation in ideas about positive change for the welfare of the public.

Though specific definitions differ, social marketing achieves social change objectives by applying the marketing mix of product, place, promotion and price. Currently, social marketing is used mostly in public health communications and is expanding in the realms of environmentalism, civil rights, urban renewal, public service and raising awareness of international issues.

Conclusion: The conclusion of course I can’t share here, but it involves what I found consistent between journalism and advertising, but interestingly, the field of public policy was drawn into the mix through the research as well.

Liked what you read? Feel free to share with others:

Defining Social Marketing: Lessons from London’s NSM Centre – 8 Benchmark Criteria

Being in the social media space, and telling others I write about social marketing, I often preface the convo with a 25-word de-briefer between social media and social marketing.

This post hopes to further clarify and define social marketing by highlighting the eight benchmarks that London’s National Social Marketing Centre developed. And, will be used to evaluate future social marketing campaigns in the future.

Background: Alan Andreasen, one of America’s social marketing thought leaders, originally developed 6 benchmarks for defining social marketing in 2001. The NSM Centre then embarked on further evaluating these benchmarks in 2006. Some may point out that other benchmarks should be used as defining criteria, so it is important to note the NSM Centre created these eight benchmark’s as the characteristics unique to social marketing.

How to Use: These benchmarks can be used as a tool when working to identify whether a certain approach or campaign is identifiable as social marketing. These benchmarks are not necessarily the approach to conducting social marketing. However, they can help inspire new ideas and be used as a resource.

These benchmarks may also be useful when: A) considering and/or developing social marketing strategy, B) conducting social marketing trainings, C) in academic research and for reference. If one can not find these benchmarks within the work, then that work could very well not be ‘official’ social marketing.

Who Should Use: Government agencies, consultants, changemakers, evaluators, researchers, professors, trainers, policy makers, non-profits, foundations, charities, Ad Agencies, Communications Firm, Environmentalists, International Development folks, and more.

The Eight Benchmarks:

1. Customer Orientation: Does the strategy develop a full understanding of the consumer? Is consumer research gathered from a variety of sources?
2. Behavior: Is there a clear focus on behavior? with specific behavior goals in mind?
3. Theory: Are the behavior goals theory-based and draw from an integrated theory-supported framework?
4. Insight: Does the strategy work to gain a deeper ‘insight’ approach? looking at what ‘moves’ and ‘motivates?’
5. Exchange: Does the strategy incorporate ‘exchange’ analysis? What must one give to get?
6. Competition: Does the strategy address the ‘competition?’ What behaviors compete for the time and attention of the audience?
7. Segmentation: Are you going beyond targeting and delving deep into various audience segments?
8. Methods Mix: Are you utilizing an appropriate ‘mix’ of methods?

Take Aways:

• The social marketing field is evolving. As the definition has continually been tweaked and expanded, it is helpful to decipher among what is and what is not, social marketing.

• Social marketing, as a field of study and practice, is increasing its professionalism. These benchmarks help to decipher social marketing from public service advertising, cause communications, health communications, education, corporate responsibility, nonprofit communications, advocacy, lobbying, and social advertising. These fields may overlap and share common factors within social marketing but they in and of themselves, are unique, but could be possible social marketing tools.

To Access: The full PDF outlining these social marketing benchmarks, along with other helpful social marketing materials, can be accessed on the NSM Centre’s Web site.

Join the Pledge for a Humanitarian Lion at Cannes

Awhile back, I wrote about a video that surfaced on YouTbue that was sending a message to Cannes to create a Humanitarian Lion at Cannes. The video has always been featured on my Events page. Now, I am excited to report that the video has turned into an official campaign.

Join us in sending a message to advertisers and clients everywhere: we want to elevate the good and generate a shift in the way we do business and increase our reputation as an industry. I just signed the pledge today, at did the folks over at Osocio.

The Cannes are a worldwide event, so this movement can be a worldwide effort.

Public Service, Journalism and Business: Standing for Freedom

Today, I saw a very amazing man I once interviewed a year ago: John Siegenthaler, Sr., civil rights activist and founder of the First Amendment Center. During that interview, he demonstrated through his own life and experiences how he has, and continues, to stand up for freedom.

I saw him on display actually when I visited the Newseum in Washington D.C. this past Saturday, which might have just edged out the Smithsonian’s American History museum as my favorite museum in Washington.

I will forever consider myself a journalist. Let me explain.

Walter Williams, esteemed Journalist and first dean of the world’s first journalism school, created the Journalist’s Creed. An excerpt:

I believe that the public journal is a public trust; that all connected with it are, to the full measure of their responsibility, trustees for the public; that acceptance of a lesser service than the public service is betrayal of this trust.

Sadly, with international bureaus decreasing, freedoms of speech being revoked, the modern day multi-media corporations….I feel as if journalism is becoming more of a business and less a public service.

What is journalism? Who is a journalist? We can all practice journalism. We can all follow the ideals and ethics a journalist applies to his or her craft. We can all be journalists, and in ways we may not realize, already ARE journalists.

I asked this very question to NBC’s News correspondent Pete Williams today during his interview at the Newseum. It was fascinating, covering topics from FOIA, government and press relations, bias and more. I left remembering why I went to journalism school and why I will always consider myself a journalist. He advised that to support the pillars of journalism, we should continue amazing reporting – showing others good journalism. I agree. But I also think, we can do more.

The other week I was live on Jonny’s Par-tay. One of the viewers asked each of us what particular cause might be our favorite. I said journalism. Journalism – as a profession- is largely under attack at times, largely criticized, largely…in debate. Journalism…is the conversation, the dialogue, the public sphere, the public agenda. You can’t NOT have journalism in a free society. Journalism, at its root, is the idea that you have the freedom to know, to be informed, to educate yourself and others, to learn, to ask, to question, and to speak.

Thus, I will always be a journalist. Like, Mr. siegenthaler, I will always stand up for freedom and for truth. Won’t you join us?

*I got inspired this weekend and worked on my paper more. Lots more where this came from. =)

Consumerism. What’s Your First Reaction?

My guess is that it might have caused a slight wrinkle in the face and a sigh of stress? confusion? frustration? I offer that more and more…it should bring a smile. Consumerism is not just about what you consume, but about the choice (and power) you have as well.

Been meaning to post on this topic for a while, but a discussion I had at a friend’s gathering the other day prompted me to post. (Plus, a recent article regarding the optimistic power of consumerism found by a colleague of mine). The conversation circled around consumerism and capitalism….leisurely, get-to-know you chit-chat right…lol

But I was listening to two new friends, acquaintances really, debate consumerism versus capitalism:

• Are they the same thing?
• Does one breed the other?
• Is one better than the other?
• How to stop it, can we stop it?

Etc., etc., etc….you can only imagine. How many of us have found ourselves in these slightly awkward conversations over the weekend, when all you want to do is relax and make friends. Truth is, I secretly LOVE these conversations. Yup, I’m one of ‘them.’ I love the people who are open to talking about how they feel about the things that really matter, especially those amongst my generation. We do DO more than check Facebook 10 times a day, ;).

Onward. Fact is, I enjoy listening to these conversations because they get my mind tinkering and fueled. After each person shared their viewpoint, I offered this:

Nowadays, the power is transferring from the organization or company to the consumer. Consumerism in today’s terms is increasingly more powerful than it’s given credit. We are all consumers. We all have a choice in the types of services, types of products, types of media we support. Think about the power we have as individuals, let alone when communities and groups surround a movement!”

The best I’ve heard what I’m trying to communicate was at my grad school graduation where Ken Paulson, Editor and Sr. Vice President of USA Today, told my class:

“You are not going to change the world…You already have.”

He went on to explain how the Millennial generation changed the world when they decided they didn’t want to have to pay for music. Or, when they made new phrases like brb, lol and ttyl become common. He also went on to describe the danger we in the media landscape – from advertisers, to journalists, broadcasters, etc – create by referring to ourselves as: The Media. What IS that anyway? The media.

Mr. Paulson, I applaud your speech and would love a copy if you ever read this. It very much reflects what my own master’s research reiterates. There was a time when ‘the media’ (whatever that is) was not a business…and when it was a public service. If you don’t think so, research 1776 or the first newspaper, Publick Occurances. Or, recall Walter WIlliams’ infamous Journalist’s Creed. Or, email/comment me, and let’s have a conversation. 😉

Thus, I leave you with this: What’s your choice? Where do you stand?

Skeptical? Check out Joseph Jaffe’s post and what his power as a consumer is doing to Delta Airlines…at this point, not sure who I feel worse for: Jaffe, or the PR mess Delta is now in, lol. Wow.

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As an FYI: My research is being presented at the 1st World Social Marketing Conference this upcoming September in Brighton, England. There’s more to it than this paragraph, and it’s not quite publication ready yet. Let me know if you’ll be there, and hopefully, we can meet! =)

Defining Health 2.0

According to a January 2008 study titled How America Searches, Health and Wellness:

• In the past 12 months, 59% of adults reference the internet to find or access health and wellness information.
• 67% of adult searchers use general search engines as an online tool or resource for health information and only 7% referred to online drug advertisements.
• 36% of adult searchers use online health information to see what other consumers say about a medication or treatment

Because of statistics like those above, the concept of ‘Health 2.0’ has increased its usage and importance. Simply, Health 2.0 = the merging of social media into healthcare. However, others see the movement of Health 2.0 as something much wider and farther reaching. Even Google image searching shows a variety of more complex definitions. I’d be interested to see how you all define it for yourselves or for your practice.

Examples of Health 2.0

Websites

• Carol.com , started in 2006, is the marketplace for care, allowing hospitals and providers to ‘bid’ for consumers’ care
• Vitals.com, allows patients to review their current doctor’s or a potential doctor’s reviews and ratings
• DoubleCheckMD, allows consumers to check for potential drug interactions quickly and easily
• American Well , creates a healthcare marketplace where consumers and physicians come together online to acquire and provide convenient and immediate healthcare services

Wikis

• Wikipedia
• FluWiki
• WiserWiki, a medical and healthcare information wiki edited exclusively by physicians
• Clinfo Wiki, a wiki devoted to clinical informatics
• Ask Dr. Wiki, allows those with a medical background to publish review articles, clinical notes, pearls and/or medical images to the wiki. The main focus has been on Cardiology and Electrophysiology, but they have expanded to other areas.

Blogs

• DiabetesMine, a blog all about diabetes
• HealthMatters (Healthline), a collection of weblogs by professionals, covering different aspects of health, wellness, treatments, and recent advances
• WebMD, provides health and health-related information

Social Networks

• OrganizedWisdom, the first human-powered search service for health information
• PatientsLikeMe, find patients who are receiving the same or similar treatments
• DailyStrength, helps one find support groups
• Sermo, a community for physicians to share information, questions and observations amongst themselves, encouraging collaboration
• ReliefinSite, helps with pain managemnt
• NursesRecommendDoctors
• TheHealthCareScoop

Video-Sharing

• ICYou, the source of healthcare videos and videos related to health information
• Cleveland Clinic on Google Video
• TauMed, a virtual health community where one can search and share information on a variety of health topics

Online Forums

• Revolution Health Groups
• Google Health Groups, find support and community groups
• iVillage

Podcasts

• Johns Hopkins Medical Podcasts
• NIH Podcasts
• NY Times Health Pocasts
• CDC Travelers Health
• dLife podcasts for diabetes, information and inspiration for those with diabetes

Caution

Health 2.0 researchers warn that patients should be cautious about posting personal health-related information through unsecured social media as health insurance providers could gain access to this information, as well as potential employers.

Future

Social Media combined with health information, patients and user-generated content can be used for:

• User-generated health ratings for hospitals and doctors
• Bridge the gap between doctor and patient
• Bring communities together in new, innovative ways
• Establishing patients as opinion leaders
• Managing health and managing community health in new ways

For specific case studies and more information, view this report titled: The Wisdom of Patients: Health Care Meets Online Social Media prepared for the California Healthcare Foundation by Jane Sarasohn-Kahn.

Questions to Ponder

• Is Health 2.0 helpful or harmful?
• Is the content trustrworthy? Does it matter? Will consumers take the information at face value?
• Why are patients labeled as consumers? What does this mean/say about how health 2.0 is being approached?
• What are the ethical concerns?
• What are the privacy concerns?

Can’t wait to read your insights in the comments. =)

Social Marketing vs. Social Change Marketing

In an earlier post, I clarified how social marketing differentiates itself from social media marketing. Now, I am asking for your thoughts on how the term social marketing relates to the term social change marketing.

 

Social marketing, as we’ve discussed, has decades of theoretical history and practice. It is a term constantly evolving and defining itself. However, the field also faces a challenge: branding itself…especially since the onset of social media marketing.

Reading through social marketing texts and journals, the terms – social change, marketing for social change, and social change marketing are making increasing appearances, so I am curious on others’ thought about how the two terms relate.

A good summary of the two concepts, including how they relate to commercial marketing, is found in Dr. Stephen Dann’s slideshow titled:

“Social change marketing in the age of direct benefit marketing – where to from here?”

In this presentation, Dann asks the question: Where to from here? which provides information on how social marketing has grown and compares to commercial marketing and what this may mean for the future. Other signs of the concept of social change’s relationship to social marketing dates back to Prof. Alan Andreason’s book: Marketing Social Change. So, there is a history. On the web, Craig Lefebvre’s blog is titled On Social Marketing and Social Change, suggesting the relationship.

Thus, I am curious on your thoughts about the terms/concepts of social marketing versus social change marketing:

• Can social marketing be renamed social change marketing?
• Or, is social marketing one component of social change?
• Or, is social marketing one piece of social change marketing? What’s the difference? Is there a difference?

It may seem like a matter of scrabble to some, but these discussions really engage me, and I hope the enthusiasm sparks interest as I think the relationship between the two terms is continuing to develop and will becoming increasingly important as we work to brand social marketing. =)

B2School Monday Minute: What is a ‘non-profit’

I recently overheard a conversation that got me thinking. Here’s a clip from the conversation:

Person 1: With the rise of a third sector, defined as the non-profit sector, how will this affect both the private and public sectors? And, what are the relationships between the three and what will that mean for the future?

Person 2: Well, what is non-profit? Non-profit means merely a tax break. You have two kinds of non profits. Those that are genuinely good and advocate for their cause efficiently and effectively, but then you have those that don’t. So, when you say non-profit, you’re merely talking about a tax break.

Needless to say, this conversation got me wondering, and I’m still pondering. What is a non-profit? And, say the word ‘non-profit’ is a brand….how do current consumers perceive this brand?

I feel these questions are important because whether you are a political organization, grassroots, religions, a charity, professional organization, foundation, community oriented, advocacy organization, special interest group, etc… how the broad term non-profit is ‘branded’ and perceived could have large implications for your success.

Graduate student from Case Western Reserve University, Kate Luckert, provides a great outline on the definition of non-profits and various examples, including why they may/are important.

About. com‘s definition tends to support Person 2’s definition of a nonprofit:

A nonprofit organization is one that has committed legally not to distribute any net earnings (profits) to individuals with control over it such as members, officers, directors, or trustees. It may pay them for services rendered and goods provided.

The European research Network states that there is no universally accepted definition to the term: non-profit sector. There is also no universally accepted social marketing definition. My view though is…. if the term non-profit lacks in credibility and reputation, the term social marketing should be used more often to describe certain effots.

Many organizations practice social marketing, but they don’t know it or realize it. Some people say that the term social marketing is too limiting, however, I see it more as an umbrella term backed with credible research.

Thoughts?

• nonprofit.
• social marketing.
• private sector.
• public sector.

How do they relate?

Defining Green, Including the FTC

Nowadays, when someone says Green, what’s the first thing that pops in your mind?

…a color? a movement? a cause? a political party? earth? environmentalists? global warming? a marketing tactic? Al Gore? Recycling?

Being a full supporter of going green, I still want to stand back, observe and ask the question: In today’s world, how do we, you, define the word green?

…Even the FTC is struggling to answer this very question. Today, the FTC held its first green marketing workshop to discuss its green advertising regulations a YEAR early because of the growing buzz…and concern! Check out this article for more information about the meeting.

It’s interesting how the choice of diction creates images or perceptions in our minds. Green, or going green, is becoming a mantra for environmental movements and going green is the new trend of ’08…or was it the trend of ’07? Even the AMA (American Marketing Association) has adopted the movement and now acknowledges the concept ‘green marketing.’ GreenBiz, a green conscious information resources that tracks companies eco-friendliness, offers green marketing as one of their hot topics by offering features about the various shades of green that run in-style among us marketers.

However what does being green really mean? In 2006, this same question was asked in an article written by Brandweek titled: Companies Find It’s Not Easy Marketing Green. In the article, the authors state quote:

“Spiraling fuel prices and global warming fears have increasingly put environmental issues on the front page and in advertising efforts. But as more companies adopt these campaigns, consumers are growing increasingly confused over what it means to be “green,” making it harder to create effective environmental marketing efforts, according to a recently released study by Landor Associates, New York.

“Is it about the environment, organic food or ‘good-for-you’ living? … It could be about all of those things,” said Allen Adamson, managing director at Landor. “It is easy to say you are green, but consumers are skeptical. And because everyone wants to jump on the green bandwagon, all of a sudden it is noisy in this space, and it is hard to break through.”

The article continues offering statistics on how consumers are weary of the increasing levels of products, services and companies who claim to be green. Though it is an older article, the trend seems to escalate still today, just do a Google search for ‘green marketing’ and it becomes clear that the term continues to grow discussion, especially since the FTC even took notice.

• So, how do we as social marketing break through the clutter?
• What does this trend mean for us?
• And, what does the word ‘green’ mean to you?

Feel free to share your thoughts. This discussion will be continued in my next post. =)

To get a sneak peak about the next post, read this article about greenwashing…

Future Social Marketers Unite

As the debate on the creation of a National Social Marketing Association continues, future social marketing and SM-related students/practitioners should check out FLiP (Future Leaders in Philanthropy). It is another online community that offers many great resources and connections for those exploring philanthropic related fields. According to the its homepage, FLiP’s mission statement includes:

We are the future leaders in philanthropy. By working together, we will further our careers, serve our organizations’ mission, and change the world. FLiP is dedicated to creating a community and a network where other future leaders can meet, learn, exchange ideas, and contribute to each other’s success.

They offer interviews with young professionals in a variety of social change/philanthropy related careers. They offers resources for further education, career guides, views from fellow interns, opportunities to network, online presence on Facebook, MySpace and AOL and much more.

This community is great for making connections with those who have related interests and goals. In the meantime, there is a Massachusetts Social Marketing Association and WOMMA (Word-of-Mouth-Marketing Association). However, a national social marketing association is still in progress. Nedra Weinreich, on her blog Spare Change, offers a better history about the creation of a professional social marketing society. Weinreich also offers her views on the status of such an organization. The big debate seems to rest on whether or not the SM Association should be underneath the AMA (American Marketing Association) or be its own separate identity.

As this blog has hinted at, I believe this relates to the ‘identity crisis’ that all of strategic communications is facing, whether commercial or not, in seeking universally accepted definitions. How do you draw the lines between what is and what is not advertising, marketing, dare I say journalism, corporate social responsibility, word of mouth marketing, social marketing, viral marketing, sponsorship, etc. I have my own ideas, of course. But, I’m more curious about learning what others think about this topic.

• Should social marketing have its own professional organization?
• How would you decide who could and could not join?
• Should it me under the AMA? If so, then should word-of-mouth-marketing also be under the AMA instead of having its own organization?
• ETC. There are much more questions than answers about this topic. Feel free to leave your own questions as comments.