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Presentation for the WSMC Conference
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Reigniting the Fire
Dr Stephen Dann
The Back Story
• 2006 ANSM Conference
• 2006 ANZMAC Panel
• 2007 Journal of Public Affairs
2008 (Re)Ignite the Fire
Where we stand…
• the definition and domain of social marketing– Means by which we operate– Social marketing mechanism
• Need to defend the domain– Resist the online newcomers and the social media
marketers ambushing the discipline
Where we stand…
• understanding the m-word– what constitutes the ‘marketing’ aspect of ‘social
marketing’?• American Marketing Association (2007)?• Chartered Institute of Marketing (1971)?
• Future developments in the definition– Charted Institute of Marketing 2009?
Where we stand…
• Application, adaptation and adoption of…– service dominant logic
• Unlocking the embedded health/wellbeing service
– value-in-use• When does a seatbelt become valuable?
– Customer co-creation of value• The Health Club Membership versus healthy exercise
Where we stand…
• Exporting social marketing theory – Adaptation, adoption and exportation?
• Online marketing is behavioural based
• Brand is attitude based
• Emotions?
From here…
Defend the Spend
Metrics, measurement and self confidence
Changing demographics
Population spikes, ageing, and the consequence of the baby boom
Marketing as a societal force
Social marketing, social change, commercial change, commercial marketing.
Discussion
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