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social marketing behavior change

Questions and Answers of Social Marketing Behavior Change

What are the components of a social intelligence system?
How can researchers use netnography?
Visit Social Mention (www.socialmention.com) and run an analysis on a brand of interest to you. Do you agree with the analysis? Read the information provided from Social Mention on the sites from
Identify five videos on YouTube that include mentions of a single brand. The videos should include at least one corporate piece but the others may be user-generated. View the videos and read the
Visit www.brandwatch.com/case-studies and view one of its videos on social intelligence.What insights were provided?
What is the role of metrics in social media marketing programs? How should metrics vary according to the level of decision-making in the organization?
How can the marketing funnel, customer journey, and levels of engagement guide marketing objectives and the appropriate choice of KPIs?
What are the steps in the DATA approach to measurement? What are the three types of metrics?
How do we calculate social media ROI?
How is A/B testing used to assess the costs and value of social media tactics?
How do we track social media results?
What is a metric? What is a KPI?
Why is the Social Media ROI Pyramid useful in selecting appropriate KPIs?
Explain the meaning of SMART objectives.
How can marketing managers apply the DATA process to evaluate social media marketing efforts?
Describe the differences among activity metrics, interaction metrics, and return metrics.
What is A/B testing and how is it used?
What kinds of adjustments might marketers make after the metrics are assessed?
Identify a student organization that uses social media to promote its activities and membership opportunities. Briefly review the social media zones in use by the organization and define three SMART
Using the SMART objectives developed in Exercise 1, identify two metrics appropriate to measure the success of each objective.Data from in exercise 1Identify a student organization that uses social
Explore the insights offered for each of the social network sites you use. What can you conclude about your use of social media on each channel?
Explore a few free social media analytics tools. Based on your experience, what value do you think enterprise platforms provide to social media marketers?
Many nonprofit organizations use social media due to its low cost and wide reach. These “social communities” are places where organizations can provide influential information about their cause,
The travel and tourism industry most likely has a love/hate relationship with the Internet. On the one hand, the Internet can make for smarter and savvier travelers, eager to see the world. On the
Lisa attentively pays attention to the posts her network of friends and family have posted today on Facebook. After all, this is the best way of getting her news and connecting with what’s going on
Sport marketing has contributed to a new revitalization of marketing activities and trends. Whenever the author ventures and delivers lectures, seminars and workshops, the conversation always returns
Sneakers have evolved from being functional footwear to being a fashion staple underpinned by brand loyal consumers and a subculture of #sneakerheads with their own language, rituals, and sneaker
In the summer of 2016, the twentieth anniversary of Pokémon, the Pokémon GO app was released. The game was developed by Niantic who collaborated with Nintendo, by way of the Nintendo Company.
The Amazon Kindle eBook brand is one of the most popular forms of digital publishing in today’s social community. As of early 2016, the direct-to-consumer online retailer was selling 1.06 million
Mila is a milk cooperative of 2,600 small dairy farmers in northern Italy (South Tyrol). The dairy industry represents a unique agribusiness sector: dairy production is an agricultural commodity and
What is your impression of the strategy described in the Research Highlight to increase graduation rates? Why, if it works, might other schools not adopt it?
Share an example of a midcourse correction, either one you are aware of or one you can imagine might be needed.
Describe, in your own words, the difference between the “staircase” housing model and the “leap” to a home model discussed in the opening case. What concerns, if any, do you have with the
Give an example of a social marketing campaign that has a visible corporate sponsor, one not mentioned in this chapter.
What ideas do you have for a potential corporate partner for a campaign influencing women to know the signs of a heart attack? What about one for literacy?
Discuss responses to the questions posed in the opening examples, as well as those in the ethical considerations section.
Give an example of an actual or hypothetical randomized controlled trial, using the schematic presented in the chapter.
Explain the difference between output and outcome measures.
Why is establishing the purpose of the evaluation the recommended first step in developing an evaluation plan?
For the opening Marketing Highlight regarding the truth campaign, how would you describe the core product (benefit highlighted) of the revised/new campaign? How does it differ from the core product
Share examples of social marketing efforts using social media that you are aware of or have implemented.
How would you explain the difference between social media and social marketing to someone who thinks they are the same?
In the opening Marketing Highlight regarding Preventable, how would you describe the stage of change for the intended priority audience?
Why is the promotional tool the last of the 4P tools to be considered?
How might you use crowdsourcing to develop creative elements for a campaign to reduce texting and driving?
What are the three major factors contributing to messenger credibility? Give an example of a credible messenger for a campaign you have seen. It can be for a commercial, nonprofit, or social
The authors suggested that you might be surprised that you are two thirds of the way through the planning process and just now getting to what some people think is marketing: promotion. Why is the
Regarding social franchising, what opportunities do you see that might be considered for existing programs or products?
Does a safe gun storage campaign that distributes coupons for lockboxes send a message that having guns is a norm and thereby increase ownership?
These questions were posed in the ethical considerations section of this chapter. Discuss responses to the following:1. Do critics of the ecstasy-testing volunteers at dance clubs have legitimate and
To further explore the strategy of being where your priority audience hangs out, imagine places where these priority audiences hang out that you might consider distribution channels for the services
In the Research Highlight in India, what was the nonmonetary incentive and what did you think about the evidence that showed it made a difference? Were you surprised?
Discuss the outcomes of the opening case. Do you think the strategy was too far removed from koala bear protection?
Share about pledges or commitment programs you have used or are aware of.
One of the concerns that has been expressed regarding the use of monetary incentives is their “durability,” meaning that behaviors that are influenced primarily through monetary incentives might
What examples could you add to the list of social marketing brands, even if they are not well known?
How would you describe the difference between an actual product and an augmented product?
How do the authors define core product? What is its relation to service-dominant logic?
In the opening highlight addressing pet adoption, there were two priority audiences. Why did program planners develop a strategy for the animal shelters as well as potential adopters?
If your agency/program were a dog, what dog would your key publics say you are? What dog do you want to be? Do the same for “a car” and “a famous person.”
One exercise that can inspire repositioning is to complete the following grid.
What does positioning inform?
How would you describe positioning to someone who asked?
Why is this Step 5 in the planning process?
Discuss how you might influence dog walkers who value the benefit of “joy” in their outing to leash their dogs.
What is the difference between perceived benefits and potential motivators? Why do you need to know both?
It is argued in this chapter that benefits to the priority audience for performing a proposed behavior are likely to be different than those identified by the campaign sponsor. What might be
In the opening highlight, what barrier might you have (or imagine) to designating a sober skipper?
What is your experience with the use of the term goal?
For a campaign addressing the social issue of suicide, share a potential purpose, focus, priority audience, behavior objective, and target goal.
Why do the authors stress that behaviors need to be specific, or as Doug McKenzie-Mohr says, “non-divisible”?
Share an example of a social marketing effort that you are aware of.Social marketing is a process that uses marketing principles and techniques to change priority audience behaviors that will benefit
What is the biggest distinction between social marketing and commercial marketing?
How does social marketing differ from education? Health communications? Social media? Behavioral economics?
Reflect back on the Marketing Highlight. What was the key to success in influencing addicts to come to the police station for help?
Referring back to Table 4.1, for each of the steps, point out one of the theories/frameworks/models that you see as potentially useful and how it could inspire your development of that step. Table
Why do you think behavioral economics has gained more visibility to date than social marketing? In your own words, how does it differ from social marketing? What do the authors argue are the
What is the distinction between a social issue and a campaign purpose?
Identify four potential areas of focus for an effort to decrease youth gun violence.
How are strengths and weaknesses distinguished from opportunities and threats?
Give an example of a campaign that is “already out there” that an organization planning a similar effort could take advantage of.
In your own words, what is the difference between a population and a priority audience? Give an example of each.
What segmentation variables are you most familiar with and/or use the most? Which new variables did you read about that interest you for future audience segmentation?
Describe the difference between a segmentation variable and a descriptive variable.
Reflect back on the Marketing Highlight on working with weather forecasters. What are the strengths of choosing this midstream segment as a priority audience?
What are the major criteria you would use to select among major potential priority audiences?
How does social marketing, as described in this chapter, differ from what you thought it was in the past?
Which of the 19 theories, models, and frameworks do you find most inspiring? Why?
In the Research Highlight, what were the two major shifts in decisions that the research informed?
Crowdsourcing is a relatively new research technique. Are you familiar with any application of this?
Why do the authors strongly recommend that a research project begin with asking the question, “What decisions will you be making that this research is intended to inform?”
What type of research is most often conducted: formative, pretest, or monitoring/evaluation? Which is least often conducted? Why?
What, in your experience, are the biggest barriers to conducting research for a social marketing effort?
Reflect back on the Marketing Dialogue. What additional “P” have you thought about and where might it fit in this 10 step model?
Reflect back on the litter campaign example. Why did they develop the toll-free number for reporting litterers? If the letter that violators get isn’t a ticket, why does it appear that it worked to
Similarly, reflect back on the sequence of determining the 4Ps:product, price, place, promotion. Why is it recommended they be determined in this order?
Reflect back on Table 2.1 (Social Marketing Planning Primer).Review the order of the 10 steps and discuss any that are not in a sequence you are familiar with using, or that you question. Table 2.1

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