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Managed by Julie Hentz and Nathaly Aya

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Next World Social Marketing Conference
Written by Nathaly Aya Pastrana   

 

The 5th World Social Marketing Conference will take place in Washington D.C, USA in April 2017. Date and venue details will be announced in September 2015. If you want to recommend a keynote speaker or are interested in sponsoring or exhibiting, please email to [email protected] In the meantime for information you can click here.

 
The Measure of Everyday Life, podcast episode on Social Marketing PDF Print Email
Written by Nathaly Aya Pastrana   

The Measure of Everyday Life is as weekly interview program, hosted by Dr. Brian Southwell, featuring social science researchers who endeavor to improve the human condition.

Last June 24, 2015, the program released a podcast episode called “Social Marketing”, where the presenter discussed with Dr. Craig Lefebvre the fascinating work occurring with social marketing and public health.

The 30-minute interview started with the question “Can we sell brotherhood like soap?”, and covered, among others, topics such as brands, behavior change, and health systems.

The podcast is available for free at iTunes Click here.

Join the conversation on Twitter @MeasureRadio.

 
Discussion: Triggering Behavior Change, children`s role in development PDF Print
Written by Nathaly Aya Pastrana   

Discussion WB and Sesame WorkshopFor the first time, on June 17, 2015, at the World Bank Group Headquarters, two organizations committed to education shared a stage together. Jeffrey Dunn, President and CEO of Sesame Workshop, and Jim Yong Kim, President of the World Bank Group; discussed the importance of behavior change, particularly the power of children in global development.

Following a live Sesame Street performance by Count Von Count, Math Expert of Sesame Street, and Raya, Health Ambassador from Sesame Street, the panelists talked about how Sesame Workshop helps kids everywhere in the world grow smarter, stronger and kinder.

The development of children to age five produces a high impact on their future, and this is one of the reasons for which the Workshop focuses on children of early years. They reach boys and girls internationally, taking into account their local needs and culture, and educate them on safe access to water, sanitation, and hygiene, as well as better health and nutrition.

The educational content and communication channels used by the Workshop, transmit important messages that motivate real behavior change among children. The values promoted by Sesame Street generate social cohesion and kindness, and prepare children to be better citizens.

Dr. Kim mentioned that to end poverty it is necessary to invest in infrastructure and other areas, but that “the real key is behavior change”; while Dr. Dunn said “if you want to change the world, start with a kid”. Both leaders agreed in the importance of working with the younger members of society to have long lasting impact.

The discussion between Sesame Workshop and the World Bank Group on the role of education to achieve behavioral impact on children, confirms the importance of driving behavior change to end extreme poverty, share prosperity and reach global development.

To watch the discussion click here

To follow the conversation use #KidsEndPoverty and @worldbankwater

To know more about Sesame Workshop click here

 
Re-Quilibrium Podcast is now live! PDF Print Email
Written by Nathaly Aya Pastrana   

Starting June 16th, 2015, Re-Quilibrium brings you the Re-Quilibrium Podcast, a weekly production with a focus on social marketing and behavior change. The Re-Quilibrium Podcast was created by Danielle Caldwell and Ashley Babbitt, and provides a voice to those working in social marketing, behavior change communication, and demand reduction on a weekly basis.

The first four episodes include interviews with Nedra Weinreich, Dr. Christy Seifert, Dr. Nadia Zainuddin, and Neil Hopkins; and cover topics such as social marketing, mentorship and the academic track in social marketing, and, the Embrace Life Campaign.

Available for free on a number of different podcast platforms, including iTunes and Stitcher, you can look forward to a new guest and a new conversation every Tuesday. For more information, visit www.re-quilibrium.com.

 

 
5 skills to be a well-rounded social marketer PDF Print Email
Written by Nedra Weinreich   
Sunday, June 28, 2015 03:21 PM

                          Social Marketer Skills

Changing human behavior is a complex process, and social marketers working to influence people’s actions on health or social issues must possess a wide array of skills.

The field has evolved over the years, drawing on proven methods and tools from other disciplines to create behavior change in individuals and across societies. Students and professionals, too, come to social marketing from a variety of paths.

Because the approach initially came of age in the 1970s and 80s in an international development context to promote behaviors like family planning, immunizations and use of oral rehydration solution, public health tends to be the field that generates the most social marketers. However, the field also draws professionals from the commercial marketing side who are attracted to making a positive impact on social issues, as well as those working on environmental issues, social services and nonprofit management.

If social marketing interests you as a career, the more such skills you acquire, the more attractive you will be to a potential employer. But what is that combination of knowledge and skills you need to pursue to become a well-rounded social marketer?

1. A solid understanding of marketing.

Obviously, a good understanding of how marketing — and specifically social marketing — works is critical. Many from outside the field assume that marketing equals advertising. Communications may be one piece of it, but a marketing approach is about much more than just providing information. We need to know how to create a product that meets the audience’s needs, how to analyze the competition, how to take price and barriers into account, how to utilize distribution systems and more.

You’d be at a disadvantage without that fundamental marketing know-how.

2. Strong research skills.

A key principle of social marketing is using research with your priority audience to better understand their needs and how the desired behavior could fit into their lives. To that end, building your formative research skills will serve you well.

This includes research design, implementation and data analysis for both quantitative methods, like surveys, and qualitative methods like focus groups and interviewing. At a minimum, you need a strong grasp on how research and statistics work.

Program evaluation is another set of research skills that will help you track the progress of your program so you can make adjustments along the way and assess how effective the program is in creating change.

3. Familiarity with behavioral sciences and management.

Familiarity with the behavioral sciences gives you a framework on which to structure your program. Build expertise in health and consumer behavior theory, principles of community organizing, user experience design, behavioral economics and other models of how individual and social change occurs.  

In addition to guidance from theoretical models, social marketers follow a distinct process for designing and implementing programs; skills in project planning and management will help you stay on top of all the moving parts.

4. Production and design knowledge.

Though many social marketers work as part of a team that may include graphic designers, web developers and multimedia producers, you will benefit from having some of those production skills at hand to be able to mock up drafts for quick prototyping and feedback.

This know-how also applies to social media. Build proficiency in using the different social networks and producing short videos and graphics to post on them.

5. A balance of soft skills.

Beyond the types of skills you can learn directly, the best social marketers have particular qualities that can be developed with conscious effort. First of all, internalize the fact that you cannot design an effective program sitting in your office on your own. Your audience members are the experts on their own lives, so you will need to be comfortable setting aside your own assumptions to really listen and be responsive to their needs and desires.

Good social marketers are also flexible and adaptable, making changes to their plans in response to new information. At the same time, you must be willing to stick to your convictions and act as an advocate for your audience, especially when your boss or client wants to disregard the research. A strong dose of curiosity is also a must, along with a passion to change the world for the better.

Most of these skills can be developed through formal academic programs, trainings like my Social Marketing University program and through self-directed learning, which is often available for free online.

Last Updated on Monday, June 29, 2015 10:21 AM
 
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