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iSMA Webinar Series PDF Print Email
Written by Winthrop Morgan   

webinar logoThe International Social Marketing Association (iSMA) webinar series provides timely, widely relevant and ‘newsworthy’ information on evidence-based social marketing advances and resources worldwide.  Next up is:

March 28/29, 2018

Messages that Motivate: Leveraging behavioral insights to design powerful social marketing messages

with Brooke (Sadowsky) Tully (USA)

As part of your social marketing strategy, you’ve clarified which behavior(s) to promote, identified the priority audience(s), and coordinated interventions to make the desired behavior as viable as possible. Now it’s time to design the messaging strategy. But that’s much easier said than done! This webinar focuses on five key ingredients needed to create powerful marketing messages that motivate your audiences to take action and shift behaviors. These ingredients work together to overcome many of the psychological barriers to behavior change, such as status quo bias, choice overload, confirmation bias, and hassle factors by leveraging behavioral insights around priming, time discounting, herd behavior, and self-efficacy. To demonstrate how these ingredients can look in practice, the presentation will showcase commercial and non-profit examples from the Jay Chiat advertising awards, in addition to a sustainable fishing campaign example from WWF-Mongolia. This webinar will not only look at why these ingredients work to motivate change, but will also provide tips on how to apply them to your own behavior change messaging strategy.

Last Updated on Friday, January 26, 2018 09:44 AM
Global Consensus Brings “A Necessary Marker” to Social Marketing Field PDF Print Email
Written by Patrick Cook   

iSMA is pleased to announce the release of the “Global Consensus On Social Marketing Principles, Concepts and Techniques,” a brief paper that provides essential guidance to social marketers around the world.

Developed by a 13-member working group chaired by Professor Jeff French (ESMA) over the past two and half years, the Global Consensus paper represents a broad agreement about the fundamental concepts and central principle of social marketing. To date, in addition to iSMA, it has been endorsed by AASM, ESMA, SMANA, and our newest member association, Asociación Latinoamericana de Mercadeo Social.

The paper builds on and provides more details to support the global consensus definition of social marketing, a definition that was also endorsed by the social marketing professional associations in 2013.

According to the paper’s authors, the paper sets out the core principle of social marketing—“the facilitation of personal and social good”—as a necessary marker for all social marketing programmes.” In addition to the core principle, the six core social marketing concepts include: 

  • Setting of explicit social goals
  • Citizen orientation and focus
  • Value proposition delivery via the Social Marketing intervention mix
  • Theory, insight, data & evidence informed audience segmentation
  • Competition/ Barrier and asset analysis
  • Critical thinking, reflexivity, and being ethical

Along with this consensus definition, the Global Consensus paper helps to bring some common terms and approaches to social marketing, providing a necessary resource for social marketers around the world. We encourage all of our members to use and adopt this principle and these concepts.

Social Marketing Definition PDF Print Email
Written by Winthrop Morgan   

The following definition was endorsed by the Boards of the International Social Marketing Association, European Social Marketing Association, and Australian Association of Social Marketing. 

"Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good.Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable."

Last Updated on Tuesday, November 07, 2017 02:36 PM