Posts filed under ‘Identity Crisis’
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:
- Customer Orientation: Does the strategy develop a full understanding of the consumer? Is consumer research gathered from a variety of sources?
- Behavior: Is there a clear focus on behavior? with specific behavior goals in mind?
- Theory: Are the behavior goals theory-based and draw from an integrated theory-supported framework?
- Insight: Does the strategy work to gain a deeper ‘insight’ approach? looking at what ‘moves’ and ‘motivates?’
- Exchange: Does the strategy incorporate ‘exchange’ analysis? What must one give to get?
- Competition: Does the strategy address the ‘competition?’ What behaviors compete for the time and attention of the audience?
- Segmentation: Are you going beyond targeting and delving deep into various audience segments?
- Methods Mix: Are you utilizing an appropriate ‘mix’ of methods?
- 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.
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.
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.
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?
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.
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! =)
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
- 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
- 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.
- 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
- 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
- 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
- Johns Hopkins Medical Podcasts
- NIH Podcasts
- NY Times Health Pocasts
- CDC Travelers Health
- dLife podcasts for diabetes, information and inspiration for those with diabetes
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.
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. =)
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:
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. =)