ISMC Annual Conference 2018WebinarsMembership
iSMA Webinar Series PDF Print Email
Written by Winthrop Morgan   

The 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:

November 16/17, 2017

When Tigers and Social Marketing Meet: innovative formative research and impact evaluation approaches used to mitigate human-tiger conflict in Nepal

with Diogo Veríssimo (Oxford University and Chester Zoo, UK) and Tilak Chaudhary (Green Governance Nepal).

Diogo Verissimo         Tilak - social marketing webinar

A sound social marketing program is based on solid formative research and evaluation. But what do you do when the behavior you are mitigating is not only hard to observe but also illegal - so people won’t tell you they are doing it? In this webinar, you’ll hear how one program in rural Nepal grappled with the ethical implications of conducting its impact evaluations, and collected data using the unmatched count technique to ensure anonymity for survey respondents. You’ll also see a great example of a relatively small program using comparison communities as controls when attributing program impacts (Quasi-Experimental Design), and learn about the evidence-based method used for selecting these comparison communities. In the context of the Living with Tigers program in Nepal, this webinar will describe the development and implementation of interventions to mitigate human-tiger conflict, as well as results to date. 

Last Updated on Monday, October 30, 2017 10:46 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