Getting Social Marketing Wrong in Health Behavior and Health Education

Social Marketing and Social Change

You have to do focus groups to do social marketing. Social marketing is about reducing the barriers and costs to engaging in healthier behaviors. Social marketing is a framework to identify what factors might drive and maintain behavior change. I just finished reading the chapter on social marketing in the 4th edition of Health Behavior and Health Education edited by Karen Glanz, Barbara Rimer and K.

Why Donor Opinions Could Steer You Wrong

The Agitator

Specifically, they will try to do what they believe to be appropriate behavior. Likewise, if you have a survey audience –or, worse, a focus group– and ask them if they want lower-priced products, they will say yes. It’s not their fault; it could be yours.

Q & A on Social Marketing

SocialButterfly

In sum and in brief, I would say that social marketing begins with influencing behavior change for social good. In the United States, the CDC’s e-Health Marketing group tends to lead the way. In sum, many of these questions focused around evaluation.

Remapping Food and Activity in Communities

Social Marketing and Social Change

My proposal is that we expand the use of GIS mapping software to develop an objective base from which to evolve environments to ones that provide equitable opportunities and access for people - to purchase affordable, healthy products; use safe places for physical activity; and engage in behaviors that improve their health and well-being. didn't use focus groups but designed research to fit the puzzle and people.

Concept Testing: The Most Important Step for Social Marketing Research

Social Marketing and Social Change

As I described it in my book , concept testing is the phase of research “in which options for the target behavior and its associated value of benefits are validated among members of the priority group” (p. Are there other behaviors that make more sense to them than what we present?

Social Marketing Resonance with Students: Part 1

Social Marketing and Social Change

The definition of social marketing has certainly evolved since the 1970s, which reveals the shift in focus from influencing ideas (i.e. racism) to influencing behavior change. This was the first behavioral theory class that I have enjoyed in a very long time. This was a nice break from prior classes that examined behavioral theory. The idea of designing behaviors for a target audience that fit their reality was new to me.

The Empathy Link in Social Marketing

Social Marketing and Social Change

Such empathetically directed techniques, in contrast to data-driven ones, can help to uncover both the needs people have that they may not be aware of and the emotions that guide their behaviors.

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Concept Testing: The Most Important Step for Social Marketing Research

Social Marketing and Social Change

As I described it in my book , concept testing is the phase of research “in which options for the target behavior and its associated value or benefits are validated among members of the priority group” (p. Are there other behaviors that make more sense to them than what we present?

USF Field School on Social Marketing

Social Marketing and Social Change

Class sessions will combine didactic presentations with group discussions and in-class exercises. Focus Group Research Strategies with Dr. Richard Krueger. This course is an intensive overview of focus group procedures in the public and non-profit environment. Attention will be placed on question development, moderator skills, analysis strategies and planning critical logistical details of focus group interviews, and analyzing results of focus group interviews.

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How to Define Your Target Audience: Is Your Nonprofit a Match for Your Community?

Fundraising 123

Many nonprofits make the mistake of trying to get the people they want to reach to think exactly like them, when they really should focus on getting people to take action by understanding their audiences better.

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Why Everyone Needs Marketing Skills

Social Marketing and Social Change

There is a palpable tension in the behavior and social change worlds between people who believe that all marketing is evil and those who believe marketing can be used for good.

The Best in Social Marketing in 2013

Social Marketing and Social Change

What is notable about this study is that it is one of the few that have documented differential impacts of interventions on specific priority groups (yes, we claim that segmentation is important, but rarely do evaluations demonstrate it!). All but 1 program focused on behavior change.

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#Interview: Nedra Kline Weinreich, Social Marketer, Author, and Owner of the “Spare Change” Blog

Non Profit Marketing 360

It’s focused on changing behavior. We’re not as interested in just raising awareness or changing attitudes, we have to stay focused on behavior change. We’re still figuring out the best way to measure behavior change.

5 Fictions About Social Media for Public Health and Healthcare

Social Marketing and Social Change

“We can reach and change the behavior of our target audience through social networking sites like Facebook and Twitter.” There are also circumstances in which public health people believe that there are groups who are not involved with social media.

10 "What Ifs" for Social Marketing

Social Marketing and Social Change

The new edition contains some updating of information and insertion of ideas from the behavioral economics, design thinking and social media worlds. didn't use focus groups - but designed research to fit the puzzle and people.

Why Everyone Needs Marketing Skills

Social Marketing and Social Change

There is a palpable tension in the behavior and social change worlds between people who believe that all marketing is evil and those who believe marketing can be used for good.

The 7 Deadly Sins of Organizational Leadership Communication

Get Fully Funded

My project began searching for the underlying cause of these issues through interviews, focus groups and observation. These behaviors had caused significant damage to my client’s business, estimated at about $5 million over 10 years: Communication Sin #1: Lack of Specificity. Communication Sin #2: Lack of Focus on Desirable Behaviors. Where your focus goes, grows, so people are getting more of what they don’t want because they continue to focus on it.

Going Deep for Insight

Social Marketing and Social Change

This research is commonly understood to involve learning more about the people we serve in order to create or improve the products we offer, the services we deliver or the behaviors we want to encourage them to adopt. They can readily explain their thinking and behavior.

The Best of Social Marketing in 2016

Social Marketing and Social Change

Delivery Model 1 was conducted in the Northern Region of Ghana and used a mixture of health extension workers (delivering behavior change communications and demand creation activities at primary healthcare centers and in the community) and petty traders recruited from among beneficiaries of a local microfinance initiative (responsible for the sale of the complementary food supplement at market stalls and house to house). Get Firefighters Moving”), and behavioral competition ((e.g.,

A Radical Fundraising Idea

The Agitator

With that, a reader, using the alias thatguy@largenationalagency.org , weighed in saying that, while he was a “huge proponent of predictive modeling and more advanced analytic frameworks”, he challenged the notion that “Loyalty can be quantified from self-reported survey or focus group research” for predictive purposes. FIRST… A REMINDER : Learn more about 2017 US giving trends.

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#INTERVIEW: Derrick Feldmann, CEO of Achieve, Discusses The Millennial Impact Report Coming June 11

Non Profit Marketing 360

Organizations might not have them as a focus because they may not have the largest capacity to give right now. The first year was focused on giving aspects, and in the second year we concentrated on giving and volunteerism. That’s why we focus so much on it.

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Read the Book: On Social Marketing and Social Change

Social Marketing and Social Change

If there is a theme to this collection, it is that social marketers need to stop thinking about passive audiences, or persons they invite to focus groups, and seek to understand them and know them as people first who have as much to contribute to what we do as the so-called experts.

The Best of Social Marketing in 2014

Social Marketing and Social Change

Just collecting more stories, or case studies, about social marketing needs to end; we need a stronger focus on research with better descriptions of methods, collection and analysis of relevant data - not convenient ones, and the use of experimental designs. They present a wealth of data, and I was particularly impressed to see the attention to measures of program exposure - and that exposure was related to behavioral outcomes. Focus on Improved Cookstoves Shankar, A.

The yellow boom box and the perils of giving research

Nonprofit Marketing Blog

Because human beings are dreadful at accurately predicting their own behavior. She knew of a research company that did focus-group research with young people on Sony boom boxes, and the participants all said a yellow boom box was a great idea. Now there’s a study out that shows this situation extends to people predicting their giving behaviors. If you read this blog, you know how much I adore research. But here’s the thing about research.

Applying Service-Dominant Logic to Social Marketing Programs

Social Marketing and Social Change

Many social marketing programs, and most public health ones, have shied away from working with their customers or members of their priority groups. Rather, we have stuck with the ‘marketing-to’ approach that Lusch (2007) describes as one of stimulating demand through use of the 4Ps in order to get customers to purchase goods, use services or adopt behaviors, and then be satisfied with their decision, in order to meet organizational (or social) objectives.

Water Is Wet

The Agitator

specific letters, emails, calls), which behavior can then be tracked, measured, analyzed and fairly accurately relied upon for future fundraising planning and executions. Now, I endorse wholeheartedly in the ‘real world’ focus that Jeff always brings us back to. But that said, I do confess to a soft spot in my heart for research — surveys, focus groups and the like. Jeff Brooks blogging at Future Fundraising Now is always making fun of research.

The Public Health Market Planner

Social Marketing and Social Change

They lose sight, if they ever had it, that this magic and excitement should come from what we know about our priority group - the people we intend to serve. Messages for tweens should focus on helping tweens discover their passion.

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Marketing Solutions to Employee Health Care Costs

Social Marketing and Social Change

An article in The Wall Street Journal by Anna Wilde Mathews reports on an experiment in progress at AmeriGas Propane where, for a number of years, voluntary wellness programs to encourage healthier behaviors, discounted premiums for nonsmokers and cash rewards for completing health risk appraisals were not working to reduce costs – or engage many employees it seems. Behavior changes that lead to decreases in weight and smoking do.]

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What Public Health and Social Marketers Can Learn From P&G

Social Marketing and Social Change

I was tuned into Proctor & Gamble's new values-based strategy to touch and improve more consumer's lives in more parts of the world. more completely via @GrahamHill on Twitter (my social source of news) and his RT of the link to Rosabeth Moss Kanter's blog post.

The Best of Social Marketing in 2014

Social Marketing and Social Change

Just collecting more stories, or case studies, about social marketing needs to end; we need a stronger focus on research with better descriptions of methods, collection and analysis of relevant data - not convenient ones, and the use of experimental designs. They present a wealth of data, and I was particularly impressed to see the attention to measures of program exposure - and that exposure was related to behavioral outcomes. Focus on Improved Cookstoves Shankar, A.

Fundraising North Of The Border

The Agitator

The day before President Obama made his first “foreign” visit to meet with Canada’s Prime Minister Stephen Harper we received from the FLA Group in Ottawa their sixth annual poll of direct mail charitable giving behavior of Canadians. Here’s the topline findings of the FLA Group’s poll. For 2009 FLA Group estimates the gross value of charitable giving by direct mail in Canada will be $1.32 FLA Group’s Finding/Recommendations. FLA Group you deserve a raise!

Social Media Research: Interview with Joel Rubinson of ARF - Part 2

Diva Marketing Blog

Also, let me say that focus groups have their own problems when a strong personality becomes the group leader, which often happens. Joel Rubinson : We have formed a Research Transformation Super-Council of the top leaders in our industry which started on July 15, 2008 with a small group of industry leaders. Then we will have a panel of scientists (anthropology, behavioral economics, cognitive science) advise us.