Social Marketing

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Table of Contents
About This Book
Overview
The Single Most Important Thing
The Basics
Social Marketing
Thinking Like a Marketer
1. Know exactly who your audience is and look at everything from that group’s
point of view.
2. Your bottom line: When all is said and done, the audience’s action is what counts.
3. Make it easy-to-irresistible for your audience to act.
4. Use the four Ps of marketing.
5. Base decisions on evidence and keep checking in.
The BEHAVE Framework
Working Toward a Strategy
Determining the Kind of Change Problem You Face
Research
What is Behavior?
What’s a behavior?
Observable Actions
Target Audience
Under specific conditions
Behavioral Science
Determinants of Behavior
Theory and Practice
Social Learning Theory (or the role of social norms)
Stages of Change (or a way to segment audiences)
Diffusion of Innovation (or how to define benefits that audiences care about)
Research
Source research
Qualitative research
Quantitative research
Doer/Nondoer Analysis
From Behavior to Strategies
Determinants and the Concept of Exchange
Determinants and the Concept of Exchange
Benefits: what’s in it for them, if they perform the action?
Support
The Competition
From Determinants to Program Activities
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