Once in a while you find a free resource that is too good not to share. That’s why I’m pleased to direct you to the Social Marketing Resource Guide. This online publication and PowerPoint deck was developed in 2002, but it is just as useful today for folks who want to understand, explain and use social marketing strategies.
Social marketing is more than a media campaign, a Facebook strategy or an advertising strategy; it is a comprehensive marketing strategy to change people’s behavior on a large scale. Remember the Five P’s of Marketing (product, price, place, promotion, and people)? You need to use each of them as effectively to sell healthy behaviors as you do to sell cereal.
Great social marketers partner with effective direct service programs and with researchers to figure out what works and use that knowledge to create large scale change. Successful social media campaigns have reduced teenage smoking, increased condom use and prevented domestic violence.
Check out the Social Marketing Research Guide and start thinking about how you can employ a comprehensive marketing approach to your work. If you need help, give us a call.