Social Marketing Panorama

Muddling through Newtown

I feel that I, like many others, should say something here to respond to the murders at Newtown, CT. To say, especially, how social marketing can be used to respond to violence or to prevent violence. Actually, very soon after I heard about the shootings in Newtown, I begin to think, "How can social marketing be used to prevent something like this?" Violence generally, handgun violence specifically, are some of those "wicked problems" that people often call upon social marketing to address. But to tell the truth, I am still trying to work my way through a fog of emotions to think very rationally or strategically about how to address a tragedy like this.

A couple things I do know, however. Gun violence is a multi-determined problem. It is like a spiderweb, and we need to look at every strand that supports gun violence and consider what can be done to address each of these strands. A single simple solution is not going to do it. And social marketing gives us that 360° view of all the factors that support a problem and of all the potential remedies. Having a marketing mindset helps us look at a mix of solutions they can have a synergistic effect, which can succeed where single or silo-ed solutions cannot.

The other thing I know is that we have to consider the worth and dignity of every individual involved in this: the children, the teachers, the mother of Adam Lanza, and yes, even Adam himself. The police and first responders. Gun owners and those who want nothing to do with guns. Individuals and society and our culture. We need to seek to understand, and we need to develop insight, if we are ever to reduce or prevent the problem of gun violence; to prevent a massacre like Newtown. Beyond these sureties, I am still muddling through the fog.

How do I Love Social Marketing? Let Me Count the Ways!*

*With apologies to Elizabeth Barrett Browning.

It is the time of year again when I do quite a few presentations about social marketing for classes and conferences.  Questions inevitably come up about how I got into social marketing, what I like about it, etc.  I always have to confess that I fell madly in love with social marketing.  I thought it would be a good time to confess my love here, too--and why!

• Social marketing gives me a 360 degree view of the causes of a problem and potential solutions.
  
• Social marketing provides a logic model that links together all of my interventions.
  
• It makes me think in terms of barriers and benefits of behavior--which I think are the quintessential determinants of all behavioral choices (and which I think is brilliant!).
  
• Because of this, it breaks down our "intervention silos" ("We have to raise awareness," "Policy change is the only way to go,"  "Dear 'ol Professor Whosit taught me this," "I heard this at the last conference"), and opens up the intervention landscape to what will move the needle on behavior change.
  
• Social marketing is a mindset and a process.  Thus, it is portable to any setting, applicable to any problem, and usable regardless of my resources.
  
• Because it is based in commercial marketing, which is always evolving, it keeps me on the cutting edge of what works (and thus is fun, because there is always something new to learn).
  
• Marketing reaches people and locations health and human service programs deem "unreachable."
  
• It allows me to meet and work with some very way cool people--who are passionate, very willing to share, and pulling on the same oar to make the world a better place.
  
• It brings together so many, many of my skills and interests and gifts.

 

O la la! Is it getting hot in here, or is it just me?!  It was not always this way. The first time I was exposed to social marketing I thought, "Isn't socialism dead?  Didn't the Berlin Wall just fall?" The next two times I was exposed I thought, "Well, that is interesting, but it sure seems like a lot of work." Then the fourth time...sigh...I heard Carol Bryant, from the University of South Florida, talk about it.  The key went in and turned. The heavens opened (pretty literally, but social marketing as a mystical experience is another post!), and I felt like I had just received a silver tray with all these goodies on it--goodies to help me finally understand why all my good communications didn't always work, goodies to understand why people do or don't do things, goodies to help me have a lasting impact for good.  I began the journey of discovering my heart's delight...sigh...

...Social marketing, it is my soul craft!

 

The Social Marketing National Excellence Collaborative

The Social Marketing National Excellence Collaborative is a bright, talented, supportive, fun loving, politically astute network of public health professionals from all sectors, who seek to increase the understanding and use of social marketing in public health at all levels.  The Robert Wood Johnson Foundation funded the SMNEC as part of its Turning Point Initiative.  Though the original funding for the collaborative is no longer available, the group continues to seek new funds in order to promote the use of social marketing in public health, and in related safety and environmental areas.  The Watson Group supports the collaborative's web site, in order to offer its tools and to provide an opportunity to engage its members and its constituencies.

The collaborative offers a number of helpful social marketing resources. Its signature resource is CDCynergy-Social Marketing Edition, a CD ROM based social marketing planning tool, developed jointly with the Academy for Educational Development and the Centers for Disease Control and Prevention.  To encourage use of CDCynergy-Soc, the collaborative offers user training, so individuals and organizations can make best use of the over 700 resources on the CD.  SMNEC also offers publications on social marketing basics and social marketing for managers, both geared to the steps in the CDCynergy-Soc planning model, as well as a collection of best practice social marketing case studies.  Finally, the collaborative offers access to an on-line video presentation on "Social Marketing on a Shoestring Budget." (Rebecca Brookes, a master social marketer, conducted this   workshop for a continuing education series offered by the State University of New York-Albany School of Public Health.) To view and order these and other resources, visit the collaborative's web site.

Increasing the Value of Social Marketing Inside Organizations--A Survey

There are several exciting efforts to establish the groundwork for new efforts to promote social marketing in the US, through audience research with social marketing practitioners.  I mentioned Bob Marshall's survey regarding a social marketing membership organization in my September 30th post.  The latest comes from Susan Kirby, principle of Kirby Marketing Solutions, in the form of a survey about the value of social marketing inside the organizations in which we work. Susan will present the findings at the CDC's National Center for Health Marketing and at other venues, in order to build support for a national social marketing strategy in the US.

You may take the survey before November 1, 2008, 5pm EST, by following this link:  http://www.questionpro.com/akira/TakeSurvey?id=1069832 .  I took the survey, and found the questions to be very interesting and thought provoking.  Additional information about the survey is provided when you click the link.

On a personal/professional note, I have had the opportunity to work with Susan on several occasions over the last seven years.  She always comes to mind when I think of branding public health programs, applying communication and marketing theory to practice, or working with complex organizational systems to use social marketing.  It is exciting to see her add her talents to efforts to promote social marketing nationally in the US!

A Shout Out!

This blog exists due to the inspiration and encouragment of several people!  (I recommend each of their blogs!)

Craig Lefebvre "On Social Marketing and Social Change", whose presentation on social networks led me to an intellectual acceptance that social marketing and public health needed to be using blogs and other e-tools.  And who then graciously answered many practical aspects about blogging, reminded me about branding and provided a blogging role model, once I felt that I had to do this. Keep howling, Craig!

Nedra Weinreich "Spare Change", who inspires my inner blogger by word and example, provided much practical advice, and gently encouraged me to join the blogging community. (I want my blog to be like hers, when it grows up.)

Kelley Dennings "RE3.org", whose early adopter attitude toward blogging technology and e-tools provided a "social norm" for me to emulate. Kelley is my colleague on the North Carolina's Division of Public Health Social Marketing Matrix Team, and a fellow deviant in pushing social marketing and e-tools in a state government environment.  (She also taught me how to e-mail cell phone pictures to myself!!)

Alexandra Rampy "Social Butterfly",  who talked with me about some important things--the rationale for creating a blog, names for blogs, her own journey to blogging--and who shared with me an amazing overview of various blogging solutions.  Seeing her own blog come to life inspired me to get on with it.  Alexandra is an energetic and inspiring new voice in the social marketing community. 

Finally, thanks to the other patient souls who thought through various permutations of names for this blog, Nancy Lee, Rebecca Brookes, and my wife, JW-N. (I think there is still room on some of the napkins for more names!)