Today's episode continues exploring Social Marketing with Communications Strategy Consultant Neil Hopkins. Neil is also he founder of the Secret Social Marketers Club on LinkedIn. He has extensive experience in public service, particularly in road safety and local government communications.
Listen to the episode to as we explore
- what social marketing is (hint - not social media)
- where it sits in behaviour change.
- why it is the solution if you want to move beyond awareness raising campaigns
Because Social Marketing:
- Empowers target audiences
- Shifts power dynamics from deficit-based to skills-boosting approaches
- Fcuses on understanding lived experiences
We tackle industry challenges head on including
- Disconnect between marketing, communications, and academic research
- Pressure on professionals to perform multiple roles
- Limited resources in public sector communications
Quote from Neil:
"Social marketing is the application of commercial marketing principles for those social good outcomes that result in behaviour change. It's using that understanding, based in understanding of people and rooted in empathy for those people as well, and what will work for them."
If you enjoyed this episode (and Nedra's last week) you could:
- Join the Secret Social Marketers LinkedIn group
- Attend World Social Marketing Conference (5-7 November in Alicante, Spain)
- Attend the CIPR Ethics Webinar delivered through a social marketing lens
Special Offer:
Get 10% off the World Social Marketing Conference using discount code BRAINFUEL10 at www.wsmconference.com
p.s. for more on Social Marketing check out:
E22 - The TITE Process - 4 steps to applying theory in social marketing
E10. Don't engage too late! How to use social marketing concepts reward & exchange