Description
Book SynopsisReviewing and analysing the most relevant concepts, theories and strategies related to the field, this timely book reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social advertising models and their applications, chapters present original case studies and scenarios from international researchers to illustrate strategies and concepts in practice.
Exploring the mechanics of social media, contributors highlight what makes a successful campaign. They evaluate the use and impact of emotions in social power, exploring the power of storytelling, whilst weighing ethical implications. The book covers important and upcoming areas of interest in the field including the rise of social media influencers, the use of memes, the functionality of social media, and the use of fear, guilt and shame in communications campaigns as well as positive emotions.
This book will assist marketing academics and practitioners in the development of successful campaigns as it highlights not only what these campaigns look like, but also why they achieve success. It will also prove an excellent guide for government organisations and public policy makers interested in using social marketing for health promotion and social change.
Trade Review'This is something that is long overdue - a full reference work offering contemporary insight into a confusing relationship between social marketing and social media marketing. Where other publications provide only basic practical ''how-to'' guides on social media, this both scholarly and extremely readable book is a ''must read'' for social marketers wanting to include social media in their behaviour change communication toolkit and communication practitioners trying to harness the power of social media for the social good.' --Krzysztof Kubacki, Auckland University of Technology, New Zealand
'If you want people to change you need to give them a reason why. Telling stories and use of humour are powerful mechanisms that connect people. This book delivers tools and frameworks you can apply to bring people with you.'
--Sharyn Rundle-Thiele, Griffith University, Australia
'There are three important contributions this book can make to enhancing the practice of social marketing: it stresses the impact of a systems approach to behaviour change; it advocates for consideration of upstream and midstream audience strategies; and it makes a strong case for social and cultural change to support individual behaviour change.'
--Nancy R. Lee, Social Marketing Services, Inc., US
Table of ContentsContents: 1 Reinforcing the ‘social’ in social marketing 1 Lukas Parker and Linda Brennan So what is social marketing? 1 What social marketing is not 3 Book structure 4 References 6 2 Social marketing frameworks 8 Linda Brennan, Lukas Parker and Ella Chorazy Approaches to social marketing 8 Social marketing frameworks 9 Social marketing and de-marketing strategies 13 Systems thinking and behavioural ecological systems 15 A targeted social marketing toolkit 19 The types of social marketing activities undertaken at each level 22 Conclusion 24 References 25 3 Social media mechanics and marketing strategy 27 Dang Nguyen, Linda Brennan, Lukas Parker, Nhat-Tram Phan-Le and Ella Chorazy Getting started: from social network sites to social media 27 People power: how information spreads on social networks 28 Experience and engagement: how social media function 34 Conclusion 43 References 44 4 The Four Es: ingredients for successful social advertising 47 Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna Prasch Introduction 47 Developing the Four Es of a social advertising toolkit 48 Case 1: NSW Health – ‘Safe Sex. No Regrets’ campaign 52 Case 2: Cancer Institute NSW – ‘Breast Cancer: Early Detection is Vital’ 58 Case 3: Sydney Water – voluntary water saving: every drop counts 60 Conclusion 62 References 63 5 The use of emotions in social marketing and social advertising 69 Tej Pochun, Linda Brennan and Lukas Parker Introduction 69 Definitions 69 Types of affect 74 Affect and its use in social marketing 78 Negative emotions and social marketing 81 Positive emotions and social marketing 82 Conclusion 82 References 82 6 Social marketing with fear, guilt and shame 86 Linda Brennan, Tej Pochun and Lukas Parker Introduction 86 Fear appeals in social marketing 87 Guilt appeals in social marketing 91 Shame appeals in social marketing 94 Conclusion 96 References 96 7 Positive emotions in social marketing and social advertising using humour 102 Linda Brennan, Lukas Parker, Dang Nguyen and Tej Pochun Positive emotions in advertising 102 Humour appeals and social advertising 105 Conclusion 115 References 116 8 Telling stories: the science of social media content 120 John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella Chorazy Introduction 120 Storytelling is the foundation of a shared humanity 120 Principles of storytelling 123 Social media connects people to both a real and virtual world 125 Social media is driven by content creation 127 Social media storytelling techniques connect and persuade 128 Social marketing and digital storytelling 130 Conclusion 132 References 132 9 Ethical challenges associated with social marketing communication 137 Michaela Jackson Introduction: why a chapter on ethics and social marketing? 137 That’s immoral! Criticising marketing communication practices 139 Using marketing communication for good: the utilitarian defence 144 Do the ends justify the means used in these campaigns? 145 Duty, behaviour, and codes of ethics 147 Social media: opportunities and challenges for social marketers 148 Examples highlighting the challenges and opportunities of social media for social marketers 149 A timely opportunity for reflection 151 Concluding remarks 151 References 152 Glossary 157 Index
