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Understanding

social marketing

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What happened around us?

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BackgroundHealth

-each day , more than 4,000 youths aged

11-17 tried their first cigarette

-An estimated more than 1 million teens

became pregnant

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Safety

1.More than 3,000 teens and children

died from gunshot wounds

2. More than 16,000 people were killed in

alcohol-related crashes

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Environment

4 million tons of paper were throw

away (in garbage) by Americanoffice workers

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Community

More than 5,000 people on waiting lists for

organ transplants died

Only 51.29% of eligible voters voted in the U.S.presidential election

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What should we do?

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HOW?

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What the definition of SM?

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SM is:

the use of marketing principles & techniquesto influence a target audience to voluntarilyaccept, reject, modify, or abandon a behaviorfor the benefits of individuals, groups, or asociety as a whole

SM seeks to influence social behaviors, not tobenefit the marketers, but to benefit the targetaudience and the general society

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The history

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Social marketing was "born" as adiscipline in the 1970s, when Philip

Kotler and Gerald Zaltman realized

that the same marketing principlesthat were being used to sell

products to consumers could be

used to "sell" ideas, attitudes and

behaviors.

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The focus

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Like commercial marketing,the primary focus is on the

consumer--on learning what people

want and need rather than trying to

persuade them to buy what we

happen to be producing.

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SM n commercial sector marketing

* pemasaran komersial berfokus pada

keuntungan organisasi dan material,

sedangkan pemasaran sosialberkonsentrasi pada peningkatan

kesehatan & keamanan, baik individu,

komunitas, maupun lingkungan

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* Konsekuensinya, pemasaran komersialtermasuk bagaimana mempengaruhi sikapdan perilaku konsumen untuk membeli (dr

berbagai mcm alternatif pilihan), sedangkantujuan dari pemasaran sosial adalah

diterimanya ide-ide sosial dan dampakperilaku secara sukarela.

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SM = promosi kesehatan

* suatu proses yang memungkinkan

pada individu dan masyarakat untuk

meningkatkan kontrol tentangdeterminan-determinan kesehatan,

sehingga kesehatannya dapat

diperbaiki

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SM = difusi inovasi

* kebanyakan menggunakan

pendekatan sosiologis psikologis,

sedangkan pemasaran sosialmenggunakan pendekatan bisnis.

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When it is used

and for what purpose?

*memberikan informasi jika diperlukan

perilaku baru

*memberikan informasi untuk melawanadvertensi negative

*menggerakkan orang agar mengambil

langkah-langkah realistis ke arah yanglebih menguntungkan baginya

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Elemen-elemen dasar

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Cause Change agent

Target adopters

Channels

Change strategy

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STEPS

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* Menganalisis lingkungan

* Meneliti dan menganalisis kel. sasaran

* Menyusun strategi