What segmentation, targeting and positioning strategies will you adopt to build awareness amongst the social media community?
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Suppose you're trying to put together a social marketing campaign to reduce youth violence in your community.
A lot of people are going to have to change their behavior for that to happen:
Gang members and other youth who engage in violence are going to have to find other ways to settle disputes and to solve problems, and to choose to use them.
Non-violent youth may need to learn to practice behaviors less likely to make them victims.
Teachers, policemen, and others who deal with youth may have to change their approaches.
Adults in general may have to pay more attention to young people.
Community residents may have to make it a point to be on the streets more, especially at night.
Parents may have to change the ways they discipline their children, or even change their own attitudes about violence, and their own violent or violence-accepting behavior.
In addition, some of these people may welcome the opportunity to change, and others may resist it. Others may not even be aware that youth violence is a community problem.
You might conduct your violence reduction campaign with a single message, delivered through a particular channel - let's say a TV campaign.
But each of these groups may need a different approach to be convinced to change in ways that will affect the issue. Each of these groups is a different segment of the market. If you were selling them cars instead of promoting violence reduction, you'd do market research to find what each of them wanted in a vehicle, and then gear your ad campaign to convince them that they'd get it if they bought what you were selling.
You can segment the market in the same way for a social marketing campaign, making it more likely that your message will be heard. This section will help you understand what market segmentation is, why you'd want to use it, and how to make it work for you.
Much of the literature on social marketing seems to assume that all social marketers are large organizations with access to big media outlets and professional-quality ad campaigns. This chapter of the Tool Box assumes that social marketing can be done on any number of levels, and that even small organizations with minimal budgets can use social marketing principles to achieve change in their communities.
A lot of people are going to have to change their behavior for that to happen:
Gang members and other youth who engage in violence are going to have to find other ways to settle disputes and to solve problems, and to choose to use them.
Non-violent youth may need to learn to practice behaviors less likely to make them victims.
Teachers, policemen, and others who deal with youth may have to change their approaches.
Adults in general may have to pay more attention to young people.
Community residents may have to make it a point to be on the streets more, especially at night.
Parents may have to change the ways they discipline their children, or even change their own attitudes about violence, and their own violent or violence-accepting behavior.
In addition, some of these people may welcome the opportunity to change, and others may resist it. Others may not even be aware that youth violence is a community problem.
You might conduct your violence reduction campaign with a single message, delivered through a particular channel - let's say a TV campaign.
But each of these groups may need a different approach to be convinced to change in ways that will affect the issue. Each of these groups is a different segment of the market. If you were selling them cars instead of promoting violence reduction, you'd do market research to find what each of them wanted in a vehicle, and then gear your ad campaign to convince them that they'd get it if they bought what you were selling.
You can segment the market in the same way for a social marketing campaign, making it more likely that your message will be heard. This section will help you understand what market segmentation is, why you'd want to use it, and how to make it work for you.
Much of the literature on social marketing seems to assume that all social marketers are large organizations with access to big media outlets and professional-quality ad campaigns. This chapter of the Tool Box assumes that social marketing can be done on any number of levels, and that even small organizations with minimal budgets can use social marketing principles to achieve change in their communities.
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