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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:


January 23, 2018

From ‘So What?’ to ‘Wow!’ How Co-creation Energises Audience Research

with Rita Brophy, from Red B/SMS Research (United Kingdom).

Looking for ways to add value and insight to traditional research techniques? Consider co-creation! Hear how a co-creation research approach can provide a deeper, multi-dimensional understanding of your audience and a more fluid and innovative planning process, while inspiring and motivating your staff. It can also send a clear message that your service is designed by the public for the public (i.e. is user-centred). Rita Brophy, from Red B/SMS Research, UK, will share how embedding co-creation techniques into audience research uncovered the actionable insights used to design two programmes in Dudley, UK. In one, a multi-disciplinary team that included members of the community co-created the strategies, tone and delivery of a campaign to increase acceptability of breastfeeding in public. Post-campaign results showed a significant improvement. In the second program, aimed at increasing uptake in cervical screening, co-creation activities revealed key barriers and enablers, and led to the use of symbolic imagery and a youthful message that motivated higher attendance at the important first screening appointment. Rita will share effective co-creation techniques and processes, and answer audience questions.

Last Updated on Tuesday, November 28, 2017 10:21 PM
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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
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