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Social Marketing: some definitions
Its objectives are: 
• To change behavior
• To promote the social goals of the projects
• To enlarge networks

1. The strategic social marketing: using social marketing to inform policy and strategy development. This part focuses on policy and strategy:
· Policy: it helps to ensure policy is based on an understanding of people’s lives, making policy goals realistic and achievable.
· Strategy: it enables you to target your resources cost effectively, and select interventions/actions that have the best impact over time.
2. The operational social marketing: using social marketing to address specific behavioural issues. This part focuses on the implementation.
· Implementation (the social marketing P’s): it enables to develop products, services and communication that fit people’s needs and motivations

SOCIAL MARKETING IS
• A staged planning approach
• A tool to help achieve behavioural change
• Proven to work
• Customer-centric
• A strategic as well as an operational tool
• Measurable – return on investment can be demonstrated

SOCIAL MARKETING IS NOT
• Advertising and communications – social marketing is much more than communicating. Just because you know something doesn’t mean you do it – in social marketing, it is action that counts!
• Social networking/media – these are potential channels for reaching some audiences – but again, alone they may not change behaviour.
• A quick fix – seeing things through the eyes of your audience can reveal opportunities to change certain things in the short term. However, developing an intervention using a combination of methods to change a problematic behavior requires more time.



Questions for you
Could you find a social project in your region and point our its specificities regarding its marketing strategy comparatively to a regular company?





















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