Bachelor)Thesis)) ) ) )))))))Author)Number)of)characters)) ) ) )))))))Karina)Søndergaard)Nielsen)55.022) ) ) )))))))Exam)no.)301242)) ) ) )))))))Supervisor--) ) ) )))))))Trine)Mørch)Østergaard)) )) )) ) ) )))))))) )) ) ) ) ))) ) ) ) )

The Role of Social Media in Social Marketing Campaigns Marketing and Management Communication

AARHUS UNIVERSITY! BUSINESS & SOCIAL SCIENCES

3rd)MAY)2012)

Executive)Summary)

Title:'The'Role'of'Social'Media'in'Social'Marketing'Campaigns'

Author:'Karina'Søndergaard'Nielsen,'Aarhus'School'of'Business'and'Social'Sciences,'May'2012'

'

The' present' thesis' focuses' on' the' influences' and' benefits' of' using' social' media' in' effective'

social'marketing'campaigns.'However,'the'concept'of'social'media'is'much'too'broad'to'be'of'

any'use'without'further'definitions,'and'the'thesis'will'only'deal'with'a'certain'aspect,'namely'

social'communities'and'social'networks'such'as'twitter'and'facebook.'

Since' online' communities' are' not' limited' by' geographical' borders' –' globalization' and' the'

technologies'which'enable'news'and'campaigns' to'spread' throughout'cyberspace,'ads' to' the'

importance' of' using' social' media' wisely.' The' science' of' social' constructivism' claims' that'

people' construct' their' interpretation' of' the' world' in' accordance' with' other' people,' which'

becomes'essential'when'social'media'is'the'channel'used'to'reach'a'certain'objective'of'a'social'

marketing'campaign.'It'means'that'the'consumers'of'the'specific'medium'jointly'constructs'a'

‘reality’'and'thereby'make'the'marketing'campaign'come'alive.'

The'theoretical'background'of'social'marketing'will'among'others'come'from'Kotler'and'Lee,'

who' have' developed' a' 10Pstep' plan' to' an' effective' social' marketing' strategy.' Safko' (2010)'

contributes'by'providing'a'definition'of' social'media'as'well'as'giving'an' introduction' to' the'

importance' of' focusing' in' ones' target' audience.' Safko' is' supplemented' by' Qualman’s'

theoretical' framework' concerning' the' ‘Word' of' Mouth’' approach' to' the' spreading' of' news'

among'people'in'general.'

To'reach'an'understanding'of'the'importance'of'the'target'audience'in'connection'with'a'social'

marketing'campaign,'a' thorough'analysis'of' the'consumers' targeted' is'essential.'This'will'be'

dealt' with' extensively' by' describing' the' usefulness' of' different' models' such' as' VALS'

segmentation'system'and'the'Health'Belief'Model.''

The'theoretical'approach'as'well'as'the'analysis'of'the'target'audience'will'lead'to'7'guidelines'

meant'for'marketing'personnel'as'a'list'of'things'to'consider'when'implementing'social'media'

in'a'social'marketing'campaign.'The'same'guidelines'will'prove' their'worth' in'an'analysis'of'

the' Movember' campaign,' which' is' a' social' marketing' campaign' focusing' on' altering' men’s'

attention'to'health'issues.'

The'purpose'of'the'thesis'is'to'contribute'to'existing'literature'and'research'on'the'subject'of'

social'marketing'by'showing'the'importance'of'the'closely'considered'implementation'of'social'

media'as'the'chosen'channel'of'communication.''

! ! ! ! !

!

Table&of&Contents&!

Chapter&1:&Introduction&and&contextual&framework&.......................................................................&1!1.0&Introduction&...........................................................................................................................................&1!1.1!Thesis!Statement!...................................................................................................................................................................!2!1.2!Structure!of!the!assignment!..............................................................................................................................................!2!1.3!Delimitations!...........................................................................................................................................................................!2!1.4!Scientific!Approach!...............................................................................................................................................................!3!1.5!Literature!review!...................................................................................................................................................................!4!

Chapter&2:&Linking&social&marketing&and&social&media&..................................................................&4!2.1!An!introduction!to!social!marketing!.............................................................................................................................!4!2.1.1!An!approach!to!social!marketing!................................................................................................................................!4!2.1.2!Social!marketing!as!opposed!to!commercial!marketing!..............................................................................!6!2.1.3!How!to!develop!a!social!marketing!plan!............................................................................................................!6!

2.2!An!introduction!to!social!media!......................................................................................................................................!7!2.2.1!Defining!social!media!..................................................................................................................................................!7!

2.3!The!relationship!between!social!marketing!management!and!social!media!..............................................!8!2.3.1!Implementation!of!social!media!in!the!marketing!strategy!............................................................................!9!

Chapter&3:&Choosing&the&right&target&audience&...............................................................................&11!3.1!The!consumers!of!social!marketing!............................................................................................................................!11!3.2!The!consumers!of!social!media!....................................................................................................................................!14!3.3!Double!consumerism!........................................................................................................................................................!15!3.4!How!to!work!with!the!consumers!...............................................................................................................................!16!

Chapter&4:&Guidelines&on&the&use&of&social&media&in&social&marketing&campaigns&.............&17!Chapter&5:&The&role&of&social&media&in&the&Movember&campaign&..............................................&19!5.1!A!few!words!of!introduction!..........................................................................................................................................!19!5.2!Analysis!of!Movember!campaign!according!to!guidelines!...............................................................................!20!

Chapter&6:&Conclusion&..............................................................................................................................&26!Bibliography&...............................................................................................................................................&28!!

!

!!!! !!!

Chapter!1:!Introduction!and!contextual!framework!

1.0!Introduction!‘Globalization’! is! a! buzzword! in!many! contexts! influencing! our! everyday! lives.! It! takes! place!

everywhere!and!is!a!phenomenon!widely!used!when!describing!some!kind!of!change!–!almost!

independent!of!the!field!to!which!is!referred.!This!thesis!will!not!seek!to!argue!for!or!against!

globalization!or!involve!it!in!any!other!way!than!by!stating!that!globalization!is!considered!the!

common!reason!why!the! fields!of!social!marketing!and!social!media,!examined! in! this! thesis,!

have!grown!tremendously!in!the!previous!years.!

Globalization! is! to!a!high!degree! influenced!by!three!media!factors,!namely!new!technologies!

enabling! international! interaction,! the! leading! media! industries! pushing! towards! global!

expansion!and!finally!the!media!providing!highly!informational!content!and!images!of!distant!

places!of! the!world!–!creating!a!common!understanding.!The! three!media! factors!provide!an!

almost!limitless!informational!society,!opening!a!window!for!exploring!how!different!fields!of!

knowledge!and!businesses!can!function!together!(Flew!&!McElhinney,!2002,!p.!305).!

Put!in!other!words,!globalization!is!creating!a!platform,!on!which!the!fields!of!social!media!and!

social!marketing!can!meet.!The!field!of!social!media!is!in!this!thesis!believed!to!be!a!platform!

on!which! social! marketing! can! benefit! from!making! an! entry.! This! is! a! point! which!will! be!

elaborated!on!further!throughout!the!paper.!!

As! indicated! above,! the! link! between! social! marketing! and! social! media! is! not! only!

believed!to!be!found!in!the!repeated!use!of!the!word!‘social’.!!Throughout!this!thesis,!relations!

between!the!two!fields!of!science!will!be!the!focal!point! in!order!to!create!a!list!of!guidelines!

useful! for! the!development!of! a! social!marketing!campaign!entailing! the!use!of! social!media.!

The!idea!of!using!social!media!for!social!marketing!campaigns!is!not!new,!and!examples!of!such!

campaigns!can!easily!be!found.!However!what!can!be!harder!to!find!is!literature!on!the!subject.!

Henceforth,! this! thesis!will!provide! the!reader!with! theories! from!both!knowledge! fields!and!

seek!to!answer!how!the!ground!pillars!of!the!two!fields!can!interact!with!each!other.!!

In! the! world! of! social! marketing,! one! of! the! buzzwords! for! success! is! participation.!

Without!participation!from!the!target!audience,!social!marketing!campaigns!would!simply!not!

be! possible.! Henceforth,! this! thesis! will! also! elaborate! further! on! how! this! engagement! is!

created.

! ! ! ! 2!

!1.1!Thesis!Statement!This%thesis%will%describe%how%social%marketing%campaigns%can%benefit%from%the%use%of%social%media%

–% more% specifically% social% communities.% Focus% will% be% on% the% importance% of% choosing% the% right%

target%audiences%and%engaging%them,%since%this%is%considered%a%premise%for%the%social%marketing%

campaign%to%exist.%%

The%findings%throughout%this%thesis%function%as%the%foundation%for%a%set%of%guidelines%to%be%used%by%

marketing%personnel.%The%guidelines%will%supplement%existing%research%on%how%to%integrate%social%

media% in% social% marketing% campaigns% and% furthermore% be% used% for% analysis% of% the% Movember%

campaign.%%

!

The!intention!of!this!paper!is!not!to!be!prescriptive!or!give!solutions!to!any!specific!problem!

concerning!marketing!campaigns,!but!to!raise!awareness!of!how!social!media!can!be!integrated!

in!social!marketing!campaigns!in!a!constructive!and!effective!way.!!

1.2!Structure!of!the!assignment!

This!thesis!is!divided!into!6!chapters.!Chapter!one!answers!the!question!of!the!relevance!of!the!

paper! and! provides! the! background! information! and! theoretical! framework! on! which! the!

paper!is!based.!Furthermore,!this!chapter!serves!to!present!the!problem!statement!from!which!

this! paper! will! work! and! the! scientific! approach! used! throughout! the! paper.! Chapter! two!

provides!background!information!on!the!implicit!fields!of!knowledge,!namely!social!marketing!

management!and!social!media.!Moreover,!chapter!two!will!form!the!ground!on!which!the!two!

fields!of!knowledge!meet.!From!there,!chapter!three!will!serve!to!elaborate!the!importance!of!

finding!the!right!target!audience,!who!are!possible!consumers!of!social!marketing!campaigns!

and!have!a!high!usage!of!social!media.!Chapter!four!will!then!provide!the!reader!with!a!set!of!

guidelines,! created! from! the! theoretical! findings! throughout! the! earlier! chapters.! In! chapter!

five,! the! social! marketing! campaign! –! Movember! will! be! introduced! for! analysis! using! the!

guidelines.! Finally! the! results! of! the!paper!will! be!presented! in! a! conclusion.!The!paper!will!

furthermore!include!a!bibliography!and!appendixes.!

1.3!Delimitations!

Social! marketing! is! a! knowledge! field! too! extensive! to! cover! in! detail! in! a! thesis! like! this.!

Therefore,!not!all!aspects!of!the!10\step!plan!on!how!to!develop!a!social!marketing!campaign!

will!be!dealt!with!but!only!the!steps!found!necessary!to!the!support!the!claims!of!this!thesis.!

! ! ! ! 3!

However,!it!is!important!to!notice!that!all!parts!of!a!social!marketing!campaign!are!considered!

equally!important.!

Neither!will! the!field!of!social!media!be!covered!in!full!due!to!space!limitations.!Social!

media! can! be! used! for! both! organizational! internal! and! external! use.! An! example! of! social!

media!used!internally!could!be!motivational!employee!competitions!or!a!forum!for!discussion!

of!work!issues.!However,!this!assignment!will!focus!only!on!the!external!use!\!that!is!the!role!

social!media!play!in!the!promotion!of!social!marketing!campaigns.!!

Furthermore,! the!use!of!social!media!will!be! limited! to! include!social!platforms!on!campaign!

websites,!facebook!and!twitter,!even!though!possibilities!of!social!media!are!almost!countless.!

Thus,! when! referring! to! social! media,! the! assignment! will! more! specifically! refer! to! social!

media!communities!and!not!all!types!of!social!media.!!

For! the! convenience! of! both! author! and! reader,! the! companies! behind! the! social!marketing!

campaigns!will! be! referred! to! as!NPO’s! (Non\profit! organizations),! even! though! the! theories!

and!results!may!be!applied!to!any!organization!profit!or!non\profit.!!

Theories,! like! the! ‘Diffusion! of! Innovation! Model’! can! be! used! for! analysis! of! the!

adoption! of! social! media! within! a! population! (Fidler,! 1997,! p.! 12\14).! However,! since! this!

thesis! works! from! the! premises! that! social! media! is! already! widely! adopted! throughout!

population,!further!back!up!of!this!statement!will!not!be!made!throughout!the!paper.!

1.4!Scientific!Approach!

As! a! returning! theme! in! this! thesis,! social! constructionism!has! been! chosen! as! the! scientific!

approach.! Social! constructionism! is! influenced! by! several! disciplines,! including! philosophy,!

sociology! and! linguistics,!making! the! approach!multidisciplinary! in! nature! (Burr,! 2001,! p.2).!

This! paper! benefits! from! the! multidisciplinary! aspect! of! social! constructionism,! since! the!

discipline! of! sociology! is! influencing! both! social!marketing! and! social!media.! They! are! both!

reliant! on! the! fact! that! their! target! audience! construct! reality! from! relational! processes,!

through!which!rationality!and!morality!emerge!(Gergen,!2009,!p.32).!In!other!words!people!are!

believed!to!construct!the!world,!by!communicating!with!each!other,!thereby!using!the!linguistic!

approach!of!social!constructivism.!With!social!media!as!a!tool,!human!beings!are!constructing!

their!perceptions!of!the!world!across!physical!boundaries.!This!construction!is!also!happening!

in!relation! to!social!marketing!causes,!creating!a!kind!of!mutual!understanding!of! the!causes!

globally.!

!

! ! ! ! 4!

1.5!Literature!review!

This! paper! is! based!on! several! theorists!within! the! fields! of! knowledge! examined.!However,!

when!describing! the! field! of! social!marketing,! Phillip!Kotler! and!Nancy!R.! Lee’s! book! ‘Social!

Marketing! –! Influencing! Behaviours! for! Good’,! is! used! more! frequently! than! any! other.!

However! scholars! such! as! Adrian! Sargeant,! Rob! Donovan! and! Nadine! Henley! are! used!

throughout!the!paper!to!back!up!Kotler!and!Lee’s!statements!and!theories.!

To! describe! the! field! of! social!media,! Erik!Qualmans! book! ‘Socialnomics! –! how! social!media!

transforms!the!way!we!live!and!do!business’!as!well!as! ‘The!Social!Media!Bible’!by!Lon!Safko!

are!used! as!main! literature.! Furthermore,! the! fundamentals! of! ‘Groundswell’,! by!Charlene!Li!

and!Josh!Bernoff!play!an!important!role!in!the!elaboration!on!how!to!work!with!social!media!

consumers! and! provide! a! solid! framework! from! which! parts! of! the! guidelines! have! been!

inspired.!

Finally,!Vivien!Burr!provides!an!introduction!to!social!constructionism!and!thus!this!reading!is!

found!to!be!of!importance!for!this!thesis,!too.!

Chapter!2:!Linking!social!marketing!and!social!media!

In!order!to!answer!the!problem!statement,!the!following!part!of!the!paper!will!be!dedicated!to!

introducing!relevant!definitions,!concepts!and!ideas!behind!the!fields!of!social!marketing!and!

social!media.!!

2.1!An!introduction!to!social!marketing!!

2.1.1!An!approach!to!social!marketing&

Social!marketing!can!be!defined!in!numerous!ways,!depending!on!the!scholar!asked.!This!paper!

will! take! its!point!of!departure! in!Philip!Kotler! and!Nancy!R.!Lee’s!definition,!defining! social!

marketing!as:!

a%process% that%applies%marketing%principles%and% techniques% to% create,% communicate,%and%deliver%value%in%order%to%influence%target%audience%behaviors%that%benefit%society%as%well%as%the%target%audience.%% % % % % % %%%%%%%%%%%%(Kotler!&!Lee,!2008,!p.!7).!

!

In! line!with! the!definition! of! social!marketing! is! the! definition! of! the! companies,! behind! the!

campaigns,! namely! the! non\profit! organizations! (NPO’s).! Adrian! Sargeant! defines! non\profit!

organizations!as:!

! ! ! ! 5!

ones% that% exist% to% provide% for% the% general% betterment% of% society,% through%marshalling% of%appropriate% resources% and/or% the% provision% of% physical% goods% and% services.% Such%organizations%do%not%exist% to%provide% for%personal%profit%or%gain%and%do%not,%as%a% result,%distribute%profits%or%surpluses%to%shareholders%or%members.%% %%%%%(Sargeant,!2005,!p.!7).!

!

The! two! definitions! logically! match! each! other! by! focussing! on! the! benefit! of! society! and!

thereby!derive! at! the!main! idea! of! the! field! of! social!marketing,! including!both! the! business!

aspect!(the!marketing)!and!the!organisers!(the!non\profit!organisations).!!

In!order!to!describe!the!field!of!social!marketing!satisfactory!it!has!been!found!helpful!to!

look!at!the!factors!driving!the!development!of!the!voluntary!sector.!!Sargeant!lists!six!drivers,!

which! each! will! be! shortly! described! in! the! following! part.! He! begins! with! the! concept! of%

‘heterogeneity’,!which!is!related!to!the!size!and!diversity!of!the!non\profit!sector!in!the!country!

of! interest! –! meaning! that! the! more! diverse! a! population! is,! the! more! different! non\profit!

organizations!are!to!be!found.!Secondly! ‘the%scope%of%the%welfare%state’%is!mentioned,!since!the!

governmental! involvement! in! general! social! welfare! is! also! influencing! the! amount! of! non\

profit!organizations!needed.!This!is!so,!since!the!NPO’s!will!typically!fill!in!the!gaps!left!by!the!

state.!The!third!factor!listed,!is!the%‘level%of%development’.!The!less!developed!countries!have!a!

history!of!mutual! aid! and!alliance,!but! it! has!proven! to!be! the!middle! class!who! invest! their!

time! and! money! in! the! NPO’s,! hence! the! NPO’s! are! more! likely! to! be! found! in! developed!

countries!with!a!larger!part!of!the!population!being!middle!class.!The!fourth!factor!is!the!‘legal%

framework’,!which!entails!that!common\law!systems!are!found!to!be!more!favourable!towards!

non\profit! organizations,! than! civil! law! systems.! The! fifth! factor! is! the! ‘historical% traditions’,!

which! the! country! has! within! the! non\profit! sector,! either! encouraging! or! discouraging! the!

voluntary!sector.!The!sixth!and!final! factor!is%‘freedom’,!referring!to!how!the!voluntary!sector!

has!experienced!suppression! in!some!countries.! In!order! for!the!voluntary!sector!to!prosper,!

the!population!must!be!allowed!to!associate,!deliberate!and!act! together! it! the!public!sphere!

(ibid.,!p.!10\11).!!

The!driving! factors! exclude! some! countries! from!being! ideal! for! social!marketing! campaigns!

and! question! internationalization! of! all! campaigns,! since! the! countries! in! question! may! be!

different! in! relation! to! the! drivers.!However,! it! can! be! argued! that! creating! an! international!

campaign! is! possible,! if! the! six! driving! factors! are! considered.! The! countries! in! which! the!

campaign! will! run! should! have! most! of! the! drivers! in! common,! though,! they! need! not! be!

entirely!homogenous.!!

! ! ! ! 6!

The!six!driving!factors!that!partly!describe!the!history!and!culture!of!a!country!thereby!support!

the! idea! of! a! social! constructivistic! approach! to! the!matter! of! international! campaigns.! The!

reason!being!that!social!constructivism!takes!as!its!starting!point!that!we!understand!life!and!

the!world!depending!on!our!history!and!culture!(Burr,!2001,!p.!4).!!

2.1.2!Social!marketing!as!opposed!to!commercial!marketing!To! better! understand! social! marketing! it! has! been! found! useful! to! relate! it! to! commercial!

marketing,! which! is! more! often! reoccurring! in! the! mind! of! the! general! public.! There! are!

numerous!differences!between!the!two!fields!of!marketing!and!thus!only!the!ones!found!most!

important!for!the!thesis,!will!be!taken!into!consideration.!!!

Generally! speaking,! there! is! a! huge! difference! in! the! goals! set!within! commercial! and! social!

marketing.! The! goals! in! commercial! marketing! will! most! frequently! be! financial,! related! to!

gains! in! market! penetration,! market! shares! etc.,! whereas! the! goals! in! social! marketing! are!

societal,! and! often!more! ‘dramatic’,! trying! to! change! underlying! behaviours! or! habits! in! the!

target! audience! \! often! a! relatively! large! group! of! people! (Kotler! &! Lee,! 2008,! p.! 13).! This!

means!that!the!objectives!of!a!social!marketing!campaign!will!differ!vastly!from!the!objectives!

of!a!commercial!marketing!campaign!and! include!at! least!one!of! the! following!three!kinds!of!

objectives!according!to!Kotler!&!Lee,!2008!(p.138):!!

• the%behaviour%objective,!getting!the!target!audience!to!do!something,!!

• the!knowledge%objective,!teaching!the!target!audience!something!and!

• the!belief%objective,!pursuing!to!make!the!audience!believe!or!feel!something.!!

!

Another! aspect,! which! is! of! big! influence! when! listing! the! differences! between! the! two!

marketing! fields,! is! often! funding! of! the! campaigns.! ! Commercial! marketing! campaigns! are!

often! created! with! a! larger! budget! than! social! marketing! campaigns,! which! are! more!

dependent! on! the! help! of! other! organizations! and! individuals! to! achieve! their! goals! and!

objectives! (Andreasen!&!Drumwright,! 2001,! p.! 96).! Because! of! the! financial! aspect! of! social!

marketing!campaigns,!the!senders!of!a!campaign!are!often!depending!on!working!closely!with!

other! organisations,! governments! and! individuals,! thereby! making! them! vulnerable! to! i.e.!

trends!in!society!as!well!as!monetary!situations!and!political!restrictions.!

2.1.3!How!to!develop!a!social!marketing!plan!When!creating!a!social!marketing!plan!there!are!naturally!many!of!steps!from!getting!the!idea!

to!a!campaign!to!creating!an!actual!campaign.!In!order!to!describe!this!process,!the!thesis!will!

! ! ! ! 7!

take!its!point!of!departure!in!Kotler!and!Lee’s!10!steps!to!develop!a!social!marketing!plan.!The!

steps!will!shortly!be!described!in!order!to!be!included!in!the!thesis!at!a!later!stage.!

Step!1!of!the!marketing!plan!is!to!describe!the!plan!background,!purpose!and!focus!where!step!

2! is! to! conduct! a! situation! analysis.! Step! 3! and! 4! focus! on! target! markets! as! well! as! the!

objectives!and!goals.!Step!5!identifies!the!competition,!target!market!barriers!and!motivators!

and!step!6!crafts!a!desired!positioning.!The!7th!step!develops!a!strategic!marketing!mix!and!in!

step! 8! the! outline! of! a! plan! for! monitoring! and! evaluation! is! conducted.! During! step! 9! the!

budgets! are! established! and! the! funding! sources! are! found! and! finally! step! 10! describes!

completion!of!an!implementation!plan!(Kotler!&!Lee,!2008,!p.!35\43).!

2.2!An!introduction!to!social!media!

2.2.1!Defining!social!media!In!order!to!define!and!describe!the!scope!of!social!media!satisfactorily,!different!definitions!of!

the!knowledge!field!will!be!considered.!In!Lon!Safko’s!work!‘The!Social!Media!Bible’!from!2010,!

he!defines!social!media!very!simply!by!saying!that!!

Social%media%is%the%media%we%use%to%be%social.%That’s%it.! ! !!!!!!!!!!!!!(Safko,!2010,!p.!3)!!

!

He! continues! by! explaining! the! first! part! of! the! terminology,! namely! social.! The!word! social!

refers! to! the! human!need!of! interacting! and! connecting!with! other! people.!Humans!have! an!

internal!drive!to!be!included!in!groups!of!people!who!are!like\minded!and!with!whom!we!share!

interests,!thoughts,! ideas!etc.!The!second!part!of!the!terminology,!namely!media!refers!to!the!

way!we!create!the!above\mentioned!connection!to!other!humans.!The!media!can!be!everything!

from!a!piece!of!paper!and!a!pen,! to! smoke!signals!or!modern! technologies! including!phones!

and!computers!(ibid.,!p.!4).!

However,!when!referring!to!social!media!in!the!context!of!this!thesis,!the!above!definition!will!

not! cover! the! term! satisfactorily,! since! social! media! is! considered! the! media! used! in! the!

groundswell.!The!groundswell!is!defined!as:!!

A% social% trend% in% which% people% use% technologies% to% get% the% things% they% need% from% each%other,%rather%than%from%traditional%institutions%like%corporations.!! ! !! ! ! ! ! ! ! ! !!!!!!!!!!!!!(Li!&!Bernoff,!2008,!p.!9)!

!

The! groundswell! is! a! digital! trend,! including! all! forms! of! social! networks! like! MySpace,!

facebook,!youtube!and!member\driven!news!sites!like!digg.com!etc.!(ibid.,!p.!9).!

!

! ! ! ! 8!

Connecting!these!two!definitions,!social!media!is!in!this!thesis!considered!to!be:!

The%consumerGgenerated%media%we%use%to%be%social%within%the%groundswell%G%where%people%seek%information%from%each%other%instead%of%through%traditional%institutions.!

!

This!definition!is!in!accordance!with!Blackshaw!&!Nazzaro’s,!who!define!social!media!as:!

a%variety%of%new%sources%of%online% information%that%are%created,% initiated,%circulated%and%used% by% consumers% intent% on% educating% each% other% about% products,% brands,% services,%personalities,%and%issues.% % % % %%%%%%%!(Blackshaw!&!Nazzaro,!2004,!p.!2)!

!

The! use! of! social! media! has! increased! expansively! within! the! last! few! years! and! Qualman!

describes!the!reason!for!the!popularity!with!the!claim!that!human!beings!have!the!need!to!be!

individualistic!and!at!the!same!time!feel!connected!to!and!accepted!by!the!people!surrounding!

them! (Qualman,! 2011,! p.! 4).! Social! media! enables! people! to! be! exactly! that,! by! allowing!

individuals! to! sit! at! home!with! their! laptops! and! simultaneously! be! social! with! friends! and!

likeminded!online.!Since!a!large!percentage!of!the!population!read!the!news!online,!old!forms!

of! media! like! magazines! and! newspapers! diminish! in! power.! That! being! the! reason! why!

companies!need!to!be!present!online!to!maintain!a!relationship!with!the!consumers!(ibid.,!p.!

12\21).! These! reasons! should! be! considered! when! creating! a! marketing! campaign! that! is!

hopefully!effective.!!

2.3!The!relationship!between!social!marketing!management!and!social!media!In!the!hands!of!competent!marketing!employees,!social!media!can!be!an!effective!tool!to!reach!

ones! goals! in! relation! to! reaching! the! target! audience! and! spreading! the! campaign! through!

digital!word!of!mouth.!The!link!between!the!target!audience!and!the!size!of!the!campaign!can!

be!found!through!a!combination!of!Safko’s!and!Qualman’s!scientific!approach!to!social!media.!!

Safko!explains!how!to!reach!a!specific!audience!through!media!such!as!i.e.!communities,!

facebook! or! twitter,! through! the! simple! idea! of! two\way! communication.! He! argues! that! a!

product! should!be!able! to! sell! itself! through! recommendations! from! trusted! sources! such!as!

friends,!relatives!or!other!customers!rather!than!from!the!company!behind!the!product.!Safko!

writes:!!

The%new%way%to%sell%is%not%to%sell%at%all.! ! ! ! !!!!!!!!!!!!!(Safko,!2010,!p.!5)!!

This! is! in!accordance!with!Eric!Qualman’s!concept!of!the! ‘World!of!Mouth’,!deriving!from!the!

concept!of!‘Word!of!Mouth’,!which!he!claims!to!be!central!in!any!marketing!strategy!to!achieve!

maximum!effectiveness!(Qualman,!2011,!p.!1).!The!idea!behind!the!two!concepts!is!the!same,!

namely! spreading! news! about! products! through! people! instead! of! through! traditional!

! ! ! ! 9!

marketing! techniques! and! channels.! However,! the!main! difference! between! the! concepts! of!

‘Word! of!Mouth’! and! ‘World! of!Mouth’! is! the!way! the!word! is! spread,! being! analogue!when!

speaking!of!‘Word!of!Mouth’!and!digital!when!referring!to!‘World!of!Mouth’.!The!digital!way!of!

spreading! the!word! is!much! faster! than! the! traditional!analogue!way,!which!also!means! that!

news!can!reach!a!bigger!crowd!across!borders!and!cultures!before!it!is!out\dated!(ibid.,!p.!2\3).!

Also!pointing!towards!the!positive!effects!of!using!social!media!as!a!communication!channel!is!

Graeme! Foux,! who! has! found! that! it! is,! by! customers,! perceived! to! be! a! more! trustworthy!

source! of! information! than! corporate\sponsored! communications! transmitted! through! the!

traditional!elements!of!the!promotion!mix!(Foux,!2006,!p.!38).!

!

Social!networks/communities!encourage!conversation!by!being!a!digital!place!where!members!

discuss,!write!or!chat!about!anything! that!comes! to!mind!(Safko!&!Brake,!2009,!p.!451).!The!

social!networks!are! thus!platforms!where!consumers!can!obtain!awareness!of!e.g.!a!product,!

brand,!or!an!awareness!campaign,!which!serves!to!inform!and!thus!alter!behaviour.!In!order!to!

encourage!the!consumer!to!engage!in!a!certain!brand,!companies!can!create!a!trusted!network!

on!their!own!website,!hoping!for!a!wide!support!of!like\minded!people!who!wish!to!share!their!

ideas,!thoughts,!photos!etc.!in!the!name!of!the!brand!(Safko,!2010,!p.!21).!Engaging!customers!

is!not!only!ideal!as!a!part!of!a!commercial!marketing!campaign!wishing!to!create!a!relationship!

between! the! crowd!and!a! certain!product!but!also!as!a!part!of! a! social!marketing! campaign,!

where! the! product! is! a! desired! behaviour.! Hence,! in! social! marketing! campaigns! the! social!

media!platforms!can!be!used!for!creating!a!relationship!with!a!crowd!wishing!to!support!and!

promote!a!certain!behaviour.!!

2.3.1!Implementation!of!social!media!in!the!marketing!strategy!The! relationship! between! social! marketing! and! social! media! has! been! elaborated! on! in! the!

previous! section,! however! in! continuation! of! this! line! of! thought,! implementation! of! social!

media! in! Kotler’s! and! Lee’s! ten! step! plan! (see! section! 2.1.3),! will! be! elaborated! on! in! the!

following!section.!!

When! using! the! 10\step! plan! the! reader! is! left! with! the! impression! that! the! actual!

implementation! of! social!media!will! not! take! place! until! step! 7.! However,! it! is! important! to!

notice! that! social! media! should! only! be! implemented! in! step! 7,! if! step! 1\6! create! the! best!

possible!setting!for!the!use!of!social!media!in!the!campaign.!Social!media!should!be!considered!

appropriate! for! the! campaign,! in! relation! to! its! background,! focus! and! purpose,! situation!

analysis,!target!market!profile,!goals!and!objectives!etc.!(Kotler!&!Lee,!2008,!p.!36).!

! ! ! ! 10!

When! one! reaches! step! 7! the! strategic!marketing!mix% is! developed! and! planned.! The! use! of!

social! media! will! be! most! evident! under! ‘promotion’! in! the! marketing! mix,! where! the! key!

messages,!messengers! and! communication! channels! are! chosen! (Kotler! &! Lee,! 2008,! p.! 42).!

The!use!of!the!word!‘messengers’!in!plural!is!very!important!when!speaking!of!social!media!in!

social!marketing!relations,!since!this!channel!creates!not!one,!but!several!messengers.!Both!the!

non\profit! organizations! and! the! customers! become! messengers! communicating! about! the!

campaign!(cf.!Safko’s!two\way!communication).!!

That!the!implementation!of!social!media!takes!place!during!step!7!of!the!marketing!plan!

is!supported!by!Glynn!W.!Mangold!and!David!J.!Faulds,!who!argue!that!social!media!is!a!hybrid!

element!of! the!promotion!mix,! enabling! the!NPOs! to! communicate!with! their! customers!and!

furthermore!enables!customers!to!talk!directly!to!each!other!(Mangold!&!Faulds,!2009,!p.!357).!!

Hence,!the!NPOs!can!use!social!media!not!to!send!a!certain!one!message,!but!instead!as!a!tool!

for! pointing! the! discussion! among! the! target! audience! in! a! certain! direction! and! create!

awareness! of! the! purpose! of! the! marketing! campaign.! Thereby,! the! NPOs! work! towards! a!

change!in!behaviour!in!accordance!with!the!desired!objectives.!!!!

!

Social!media!are! functioning! independently! from!the!barriers!of!space!and!time,!creating!the!

possibility! of! on\going! and! interactive! communication.! Henceforth,! the! social! marketing!

campaigns,! working! with! social! media! as! a! part! of! the! promotion! strategy,! is! an! effective!

platform! for! international,! as! well! as,! national! campaigns,! not! having! time! and! space! as! a!

constraint.! In! their! article! on! globalization! and! the! structure!of! new!media! industries,!Terry!

Flew! and! Stephen!McElhinney! describe! the! possibility! of! internationalisation! as! part! of! the!

‘Media! globalization’,! allowing! for! new! opportunities! for! sharing! information,! borderless!

communication! and! global! commerce! (Flew! &! McElhinney,! 2002,! p.! 308).! Media,!

communication! technologies,! corporations! and! services! have! become! central! features! of!

globalization.!This!is!specifically!in!relation!to!the!way!political,!social!and!cultural!subjects!are!

affected!across!geographic!and!national!borders.!It!can!be!argued!that!globalization!has!not!led!

to! a! homogenization! of! cultures,! but! rather! a! re\emphasis! of! valued! cultural! and! social!

differences!(ibid.,!p.!317).!This!latter!point!is!very!much!in!line!with!the!thought!of!using!social!

media! for! international! social! marketing! campaigns,! since! globalization! is! then! seen! as!

foundation! for! an! understanding! of! social! issues! in! different! parts! of! the! world,! and! social!

media!enhances!the!possibility!of!supporting!these!social!issues.!!

! ! ! ! 11!

! The! constant! reconstruction! of! the! world! due! to! globalization! is! according! to! social!

constructionism!happening!between!people!(Gergen,!2009,!p.32).!These!people!are!interesting!

for!marketers!behind!social!campaigns!to!know!more!about,!since!they!are!possibly!the!target!

audience.!The!following!chapter!will!through!a!variety!of!models!illustrate!how!to!analyse!the!

motivations! and! lifestyles! of! the! target! audience! in! order! to! evaluate!whether! or! not! social!

media!can!effectively!influence!them.!

Chapter!3:!Choosing!the!right!target!audience!A!complete!answer!to!the!thesis!statement!cannot!be!reached!without!focusing!on!the!people!

involved!in!the!campaign,!since!they!are!the!basis!for! it! to!even!exist.!Therefore,!this!chapter!

serves!the!purpose!of!elaborating!on!who!can!be!targeted!through!social!media!initiatives.!In!

order!to!create!a!successful!social!marketing!campaign,!choosing!the!right!target!audience,! is!

considered! the! most! crucial! part.! When! using! social! media! as! a! marketing! tool,! the! target!

audience!play!an!important!part!in!spreading!the!campaign!message!(cf.!Qualman’s!concept!of!

‘World!of!Mouth’).!If!the!target!audience!is!not!as!active!online!as!hoped!for!by!the!marketing!

personnel,! the!campaign!may!be!better!of! through!other!kinds!of!media.!The!target!audience!

should! be! addressed! through! the!medium! that! gives! them! the! best! possible! foundation! for!

spreading!the!campaign!message!and!for!that!matter!the!following!sections!will!take!a!closer!

look! at! the! consumers! of! social! marketing! and! social! media! respectively! and! afterwards!

conclude!on!the!findings!found!crucial!for!campaign!success.!

3.1!The!consumers!of!social!marketing!Social!marketing!can!stretch!over!many!kinds!of!initiatives!and!relative!to!this!attract!different!

target!audiences!too.!With!inspiration!from!step!3!(creating!a!target!market!profile)!and!step!5!

(defining! the!barriers,!benefits!and!competition)!of!Kotler!and!Lee’s!10\step!plan,! it! is! found!

important! to!make!an!analysis!of! the! target!audience! in! terms!of! their!motivations,! lifestyles!

and!benefits!and!barriers.!In!order!to!do!so,!two!models!will!be!presented.!

To! analyse! the! motivations! and! lifestyles! of! the! target! audience,! VALS! segmentation!

system! can! be! applied.! The!model! is! in! the! horizontal! dimension! presenting! three! primary!

motivations!a!person!can!have! for!engaging! in!a! social!marketing!campaign.!These! three!are!

‘ideals’,! ‘achievement’!or! ‘selfexpression’.!The!vertical!dimension!of! the!model!represents! the!

person’s! resources! available! –! either! being! high! or! low.! The! resources! are! furthermore!

connected!to!the!drive!of!innovation!within!the!consumer!–!also!being!either!high!or!low.!The!

! ! ! ! 12!

two!dimensions!and!the!drive!of! innovation,!create!eight!

segments! into!which! the! consumers! can! be! categorised.!

People!who!are!primarily!motivated!by! ideals! are! called!

thinkers! and! believers.! Those! who! are! primarily!

motivated! by! achievements! are! named! innovators,!

achievers,! strivers! and! survivors! and! finally! the!

consumers!mainly!motivated!by!self\expression!are!called!

experiencers! and! makers! (Kotler! &! Lee,! 2008,! p.! 126).!

With! the! same! primary!motivation,! the! segmentation! to!

an!exact!category!is!dependent!on!the!resources!available!

to!the!consumer.!Resources!are!not!only!considered!to!be!

monetary! but! also! refer! to! ones! level! of! energy,! self\

confidence,! intellectualism,! novelty! seeking,! innovativeness,! impulsiveness,! leadership,! and!

vanity.!The!level!of!resources!enhances!or!constraints!the!consumers!ability!to!express!his!or!

her!primary!motivation!and!thus!deciding!to!which!category!the!consumer!belongs!(Strategic!

Business!Insights!2009\2012).!

! A!social!marketing!campaign!can!use!VALS!segmentation!system!to!decide!upon!one!or!

more!of!the!categories!as!primary!target!audience.!A!social!marketing!campaign!benefits!from!

the!fact!that!it!is!able!to!motivate!through!all!of!the!three!primary!motivators!simultaneously!

and!is!thus!mostly!dependent!on!the!level!of!resources!and!innovation!in!the!target!audience.!A!

campaign!can!motivate!through!the!ideals!included!in!the!campaign,!e.g.!eating!healthier.!It!can!

motivate! through! achievement! by! e.g.! making! contests! in! relation! to! the! highest! amount! of!

funds!raised!and!finally!through!self\expression!by!giving!people!the!opportunity!of!showing!

their!surroundings!how!‘good’!they!are!by!showing!that!they!actively!work!to!make!the!world!a!

better!place.!!

!

In! order! to! reach! the! target! group! in! the! best! possible!manner,! it! is! not! only! important! to!

analyse!it!in!relation!to!motivations!and!lifestyles.!It!can!be!crucial!to!look!into!the!barriers!and!

benefits!of!the!campaign,!seen!from!a!target!audience’s!perspective.!This!can!be!done!through!

various! behaviour\change! models,! like! the% theory% of% reasoned% action! by! Ajzen! and! Fishbein!

(1980)! or! the% social% cognitive% theory! by! Bandura! (1986).! However,! the! one! chosen! for! this!

paper!is!the!Health!Belief!Model!(HBM),!since!it!provides!marketers!with!a!distinct!insight!into!

how!the!target!audience!perceive!themselves!in!relation!to!the!specific!social!problem.!!

! ! ! ! 13!

The!theory!was!developed!by!US!Public!Health!Service!workers!who!wished!to!explain!

participation!and!non\participation!of!a!tuberculosis\screening!programme!in!the!1950’s.!The!

theory! offers! a! list! of! factors,! presumed! to! influence! behaviour! change! in! response! to! a!

potential!health!threat.!The!factors!listed!are;!!

Perceived!Susceptibility:!The!individual’s!perceived!susceptibility!to!the!disease!

Perceived!Seriousness:!The!individual’s!perceived!severity!of!the!disease!

Perceived! Benefits! of! Taking! Action:! The! individual’s! perception! that! the! recommended!

behaviour!will!avert!the!threat!

Perceived! Barriers! to! Taking! Action:! The! individual’s! perception! of! the! costs! and! perceived!

barriers!to!adopting!the!recommended!behaviour!!

The!presence!of!cues!to!action:!Cues!to!action!can!be!internal,!e.g.!symptoms!or!external!such!

as!advertising!(Donovan!&!Henley,!2003,!p.!92).!

! Analysing!the!target!audience!through!the!HBM!gives!the!social!marketing!campaign!the!

advantage!of!knowing!how!to!frame!the!campaign.!The!threat!appraisal!is!high!if!the!perceived!

susceptibility!and!seriousness!of! the!social! issue! is!high!and!the!benefits!of! taking!action!are!

many.! If! the!cost\benefit!appraisal! is! low!because! the!perceived!barriers! to! taking!action!are!

few,!then!the!campaign!have!a!high!possibility!of!influencing!the!target!audiences!behaviour.!If!

the! situation! is! reversed,! the!marketing! personnel! have! an! important! job! of! convincing! the!

target!audience!that!the!perceived!barriers!are!less!essential!and!easy!to!overcome!and!that!the!

target! audience! is! really! threatened! by! the! social! issue! and! have! to! take! action! to! avoid! an!

unfavourable!situation.!If!the!target!audience!does!not!experience!any!internal!cues!of!action,!it!

can!prove!an!advantage!to!create!external!cues!in!stead,!e.g.!in!the!form!of!advertising.!!

!Having!analysed!the!target!audience!through!VALS!segmentation!system!and!the!Health!Belief!

Model,! the! campaign! is! a! lot! stronger,! since! the! marketing! personnel! are! aware! of! the!

underlying!motivations! in! the! target! group! and!where! the! focus! of! the! campaign! should! be.!

This! thesis! works! from! a! hypothesis! that! a! social! marketing! campaign! can! work! most!

efficiently!with! its! target! audience! through! social!media,! since! social!media! can! be! used! for!

downscaling! the!perceived!barriers! and!upscaling! the!perceived!benefits! from!engaging! in! a!

social!campaign.!An!example!of!downscaling!the!perceived!barriers!can!be!e.g.!by!convincing!

the! target! audience! that! being! involved! in! a! social! marketing! campaign! online! is! less! time\

consuming!and!more!convenient!than!first!perceived.!The!following!section!will!look!into!how!

consumers!can!use!social!media!differently!and!thus!how!it!affects!them!differently.!!

! ! ! ! 14!

3.2!The!consumers!of!social!media!A!description!of! social!media! consumers! can! start!out!very!broadly!by! referring! to! the!well\

known!media!scholar,!Henry!Jenkins.!According!to!him,!social!media!can!be!classified!as!‘new!

media’! and! the! consumers!of!new!media!are! seen!as! ‘new’! consumers.! Jenkins!discusses! the!

difference! between! the! old! and! the! new! consumers! and! states! that! old! consumers! are!

perceived! to! be! passive,! predictable! and! stationary!whereas! new! consumers! are! active! and!

migratory.!Furthermore!he!sees!old!consumers!as!isolated!and!compliant!individuals!whereas!

new!consumers!are!more!socially!connected!and!resistant,!taking!media!into!their!own!hands!

(Jenkins,!2004,!p.!37\38).!!Jenkins’!description!of!the!social!media!consumers!corresponds!with!

the!very!idea!behind!using!social!media!as!a!tool!for!marketing!campaigns,!offering!the!target!

audience!the!possibility!of!being!socially!connected!with!each!other!and!take!part! in!shaping!

the!debate.!!

!

Another! categorisation! of! the! social! media! users! can! be! made! on! the! basis! of! their! habits!

online,! that! is!what! they! use! social!media! for.! The! Social! Technographics! ladder! divides! the!

consumers!into!six!groups.!Each!step!on!the!ladder!represents!a!group!of!consumers!who!are!

more! involved! in! the!social!media,! than! the!group!on! the! lower!steps.!The!different! types!of!

consumers!are!\!beginning!from!the!top!\!the!creators,!critics,!collectors,!joiners,!spectators!and!

finally! the! inactives! (Li!&!Bernoff,! 2003,!p.!

43).!The!model!presents!how!each!group!of!

consumers!contribute!to!online!content.!!

To!get!to!know!the!target!audience!in!terms!

of!how!many!creators,!critics,!joiners!etc.!it!

entails,! a! Social! Technographics! Profile! of!

the!target!audience!can!be!created!online!at!

www.forrester.com! (Forrester,! 2011\

2012).! Through! this! tool,! the! marketing!

personnel! can! get! an! impression! of! how!

much! the! target! audience! is! going! to!

contribute! with! on! e.g.! the! community,!

facebook! page! or! trusted! network! created!

for! the! social! campaign.! Each! group! of!

consumers!see!different!sets!of!barriers!and!

! ! ! ! 15!

benefits! of! joining! the! campaign,! and! with! the! knowledge! on! which! group! constitutes! the!

majority,!the!marketers!can!seek!to!downscale!their!barriers!and!upscale!the!benefits!(cf.!the!

HBM!model).!

!

As!seen!above,!Henry!Jenkins’!description!of!social!media!is!very!broad,!but!supports!the!claim!

of! this!paper,! that!consumers!of!social!media!are!very! interested! in!engaging! in!and!creating!

content! online,! in! order! to! influence! the! agenda.! To! find!more! specific! information! on! how!

certain!target!audience!use!social!media,!the!Social!Technographics!profile!is!very!useful.!It!can!

be!helpful! for!determining!whether!the!campaign!would!benefit! from!targeting!at!consumers!

through! social!media! or! it!would!be! a!waste! of! time! and!money.! If! a! big! part! of! he!primary!

target!audience! is! ‘inactive’,!an!online!approach!to!reaching!them!would!be!a! total!waste.!An!

elaboration! on! this! conclusion!will! be!made! in! the! next! section! dealing!with! the! concept! of!

what!this!thesis!will!refer!to!as!double\consumerism.!

3.3!Double!consumerism!Section! 3.2! and! 3.3! illustrate! approaches! to! analysing! the! consumers! of! social! marketing!

campaigns!and!social!media,!respectively.!What!is!needed!for!a!social!marketing!campaign!to!

reach!its!target!audience!effectively!through!social!media,!is!a!target!audience!that!is!willing!to!

be!consumers!of!both!social!marketing!and!social!media.!Being!double\consumers!enables!the!

target! audience! to! affect! the! social! marketing! campaign! in! a! very! direct! way,! which! is! also!

elaborated!on!in!section!2.3!–!where!the!relationship!between!the!two!fields!of!knowledge!is!

described.!!

This!conclusion!is!in!agreement!with!social!constructionism,!which!argues!that!humans,!

in!terms!of!the!world!and!personality,!construct!the!world!through!relationships!to!each!other!

(Gergen,!2009,!p.!2).!Social!media!can!be!used!as!a! tool! for!creating! these!constructions,!and!

social! marketing! campaigns! can! serve! to! be! part! of! the! reality! and! relationships! created!

between!human!beings.!!

In! order! to! create! the! set! of! guidelines,! which! is! referred! to! in! the! thesis! statement,!

section!3.4!serves!to!present!theories!on!how!social!marketing!campaigns!can!work!with!their!

consumers.!!!

!

!

! ! ! ! 16!

3.4!How!to!work!with!the!consumers!!

In% order% to% receive% maximum% benefit% from% their% campaigns,% marketers% should% listen,%analyse,%engage%and%interact%with%their%customers%to%deliver%their%brand%promise.%

%%%%%%%%!!!!!!!(Geoffrey!Hamelin,!2011,!p.11)!!

In!section!3.1,!3.2!and!3.3,!the!issue!of!how!to!analyse!the!target!audience!is!addressed,!but!this!

knowledge!is!pointless!without!knowing!how!to!actively!engage!and!interact!with!consumers.!!

Li!and!Bernoff!address!this!issue!in!their!book!‘Groundswell’.!‘Groundswell’!is!written!for!use!in!

the!field!of!commercial!marketing,!but!several!concepts!and!ways!of!thinking!can!be!applied!to!

the!management!of!a!social!marketing!campaign.!

The!target!audience!must!be!encouraged!to!take!active!part!in!the!campaign!and!to!ensure!this!

engagement,!it!is!important!to!create!an!environment!of!sharing!and!interaction.!In!order!to!do!

so,!Li!and!Bernoff!present!the!concept!of!energizing!the!groundswell:!

Energizing%the%groundswell%means%tapping%into%the%power%of%word%of%mouth%by%connecting%with,%and%turning%on,%your%most%committed%customers.!

!!!!!!!!(Li!&!Bernoff,!2008,!p.!131)!!!

There! are! several! different!ways! for! companies! to! energize! their! consumers,! and! two!of! the!

most! useful! in! social! marketing! relations! are,! ‘the! creation! of! a! community! to! energize! the!

customers’!and!to! ‘choose!an!appropriate!number!of!ambassadors!for!the!campaign’!(Ibid.,!p.!

134).!The!first!tool!for!energizing!is!through!a!community,!which!is!a!space!where!enthusiasts!

can!communicate!and!interact,!guide!and!talk!to!each!other.!A!community!in!this!respect!does!

not!include!social!networks!like!facebook!and!twitter.!!

The!second!way!of!energizing!the!consumers!is!by!choosing!an!appropriate!amount!of!

ambassadors! as! front! figures! of! the! campaign.! The! ambassadors! need! not! to! be! celebrity!

endorsements!nor!people!who!necessarily!function!as!front!figures!of!the!whole!campaign,!but!

only! of! the! social! media! part! of! the! campaign.! A! third! way! of! energizing! the! consumers! is!

presented!by!Mangold!and!Faulds,!who!argue!that!contests!can!be!used!for!engaging!customers!

in!a!certain!brand!or!product!to!ensure!an!extra!element!of!interaction!between!the!consumers!

and!the!campaign!(Mangold!&!Faulds,!2009,!p.!362).!!

!

As!a! tool! for! interaction!with! the!consumers,!Li!and!Bernoff!describe! the!concept!of! ‘talking’!

with! the! groundswell.! They! clarify! the! huge! difference! between! ‘shouting’! at! the! consumer!

through! e.g.! major! adds! and! ‘talking’! to! the! consumers! by! listening,! communicating! and!

! ! ! ! 17!

engaging!with!them!(Li!&!Bernoff,!2003,!p.!102).!This!goes!hand!in!hand!with!Safko’s! idea!of!

the!importance!of!two\way!communication!(see!section!2.3).!There!are!many!different!ways!of!

talking!to!consumers,!but!depending!on!the!social!marketing!campaign!in!question,!there!may!

only!be!one!good!choice.!Four!of!the!most!common!and!effective!ways!to!talk!to!the!consumers!

are;!!

1.!Posting!a!viral!video!and!letting!consumers!share!it,!!

2.!Engaging!in!social!networks!and!user\generated!content!sites!

3.!Joining!the!blogosphere!and!finally!!

4.!Create!a!community!! ! ! ! ! ! !!!!!!!! ! !!!!!!!(ibid.,!p.!103).!!

!

The!fit!between!the!social!marketing!campaign!and!the!way!it!chooses!to!energize!and!talk!to!

the!consumers!is!very!important,!in!order!for!the!initiatives!to!succeed.!The!way!the!campaign!

chooses!to!talk!to!and/or!energize!its!crowd!should!at!all!times!be!in!synch!with!the!goals!and!

objectives!of!the!social!marketing!campaign!and!work!towards!reaching!these.!A!certain!way!of!

energizing! the! crowd! should! not! simply! be! embedded! in! the! social! marketing! campaign,!

because!of! earlier! success! stories,! but! serve! a! specific!purpose!based!on!already!established!

analyses.!!!

Chapter! 4:! Guidelines! on! the! use! of! social! media! in! social! marketing!campaigns!Based!on!the!theoretical!framework!described!throughout!the!thesis,!a!set!of!guidelines!on!how!

to!prepare!a!social!marketing!campaign!for!social!media,!can!now!take! its! form.!The!focus!of!

the! guidelines!will! primarily!be!on! aspects! relating! to! social!media! and! thus!not! explain! the!

entire!procedure!of!developing!a!marketing!campaign!from!a!to!z.!!

The!guideline!consists!of!seven!points,!which!should!be!taken!into!consideration!before!and!

while!using!social!media!for!social!marketing!campaigns.!The!guidelines!draw!upon!Kotler!and!

Lee’s!ten!step!plan!on!how!to!develop!a!social!marketing!campaign!!(section!2.1.3)!and!theories!

in!connection!with!both!social!marketing!and!social!media.!The!guidelines!are!as!follows:!

!

1. Conduct!a!situation!analysis!of!the!market,!on!which!the!social!marketing!campaign!will!

be!running,!through!a!SWOT!analysis.!!

Create% a% SWOT% analysis% and% have% in% mind% the% six% driving% factors% by% Sargeant:% the%

heterogeneity,% the% scope%of% the%welfare% state,% the% level%of%development,% legal% framework,%

! ! ! ! 18!

historical% traditions% and% freedom%of% the% country/countries% involved.%By%making%a% SWOT%

that% includes% these% factors,% the%NPO%will% gain% an% insight% into% the% strengths,%weaknesses,%

opportunities%and%threats%of%the%campaign.%

%

2. Analyse!the!target!audience!in!relation!to!the!social!marketing!campaign.!

Use% the% VALS% segmentation% system% and% the% HBM% model% (or% another% appropriate%

alternative)%to%analyse%the%target%audience%in%terms%of%their%motivation%for%participation%

and% in% relation% to% their% knowledge% and% awareness% of% the% subject% and% perceived%

susceptibility%on%the%social%issue.%

%

3. Analyse!the!target!audience!in!terms!of!their!social!media!usage.!

Use%the%‘Social%Technographics%Ladder’%to%ensure%that%the%target%audience%are%active%users%

of%the%social%media%in%question%and%thus%ready%to%engage%in%a%social%marketing%campaign%

through%these%media.%%

%

4. Choose!an!appropriate!social!medium.!

Think%of%the%social%medium%as%an%extension%of%the%social%marketing%campaign.%Consider%the%

alternatives:% community% building,% micro% blogging,% network% interaction% etc.% and% choose%

accordingly%to%what%fits%the%specific%campaign%best.%%

%

5. Get!to!know!the!social!medium!chosen!for!the!campaign.!

Read,%learn%and%try%out%the%possibilities%of%the%social%medium.%Get%to%know%its%possibilities,%

advantages% and% disadvantages.% Consider% how% the% social% medium% can% contribute% to% the%

social%marketing%campaign%and%what%can%be%gained%through%social%media%that%cannot%be%

done%in%‘real%life’.%%

%

6. Decide!on!the!level!of!control!the!organization!behind!the!campaign!should!take!when!

campaigning!online.!!

How%the%organization%behind%the%campaign%should%talk%to%and%energize%their%consumers,%

e.g.%by%putting%things%up%for%debate,%uploading%videos,%making%contents%etc.%%

%

7. Continue!to!support!the!social!media!aspect!of!the!social!marketing!campaign.!

! ! ! ! 19!

Keep%a%close%eye%on%the%social%media%part%of%the%campaign.%News%travel% fast%through%the%

‘World% of% Mouth’% creating% both% advantages% (e.g.% reaching% a% larger% audience)% and%

disadvantages% (inability% to% control% the% stream% of% information% among% consumers% of% the%

community).%%

%

The! idea!behind!the!seven!guidelines! is! to!provide!the!marketing!manager!with!a!structured!

approach!to!take!advantage!of!the!social!media!in!the!marketing!plan!while!at!the!same!time!

being!aware!of!diminishing!the!more!or!less!uncontrollable!aspects!of!online!communities.!The!

guidelines! are! not! purely! a! theoretical! exercise,! but! also! highly! usable! for! a! review! of! ones!

current!social!media!campaign.!To!illustrate!the!use!of!the!guidelines,!the!Movember!campaign!

will!be!analysed!in!the!following!chapter.!

Chapter!5:!The!role!of!social!media!in!the!Movember!campaign!

5.1!A!few!words!of!introduction!The!Movember!campaign!began!as!a!small!effort! in!Melbourne!Australia!and!has!now!grown!

into!being!a!global!movement,!including!more!than!1.8!million!registered!supporters!who!take!

part! in!spreading!the!message!of! the!campaign.!The!campaign! is! international,!having!formal!

campaigns!in!Australia,!New!Zealand,!the!US,!Canada,!the!UK,!South!Africa,!Ireland,!Finland,!the!

Netherlands,!Spain,!Denmark,!Norway,!Belgium!and!the!Czech!Republic.!!

The!Movember!campaign!can!be!defined!as!a!social!marketing!campaign!as!it!seeks!to!influence!

its! target! audience! to! adopt! a! certain! behaviour.! Furthermore,! the! campaign! seeks! to! raise!

monetary! funds! and! awareness! for! men’s! health,! more! specifically! with! focus! on! prostate!

cancer!and!depression!in!men!(Movember,!2011).!

The! concept! of! the! Movember! campaign! can! be! found! in! the! actual! name! of! the!

organization,!being!a!contraction!of!the!words!‘moustache’!and!‘November’.!It!encourages!men!

to!grow!a!moustache,!from!November!1st!and!throughout!the!month.!!

By! growing! a!moustache,! the! participating!men! become! living! billboards! for! the! 30! days! of!

November! and! independent! on! how! much! money! they! raise,! they! create! an! immeasurable!

amount!of!awareness.!

The! primary! target! audience! of! the! Movember! campaign! is! men,! called! Mo! Bros,! in! the!

vocabulary! of! the! Movember\movement.! However,! women! are! not! excluded! from! the!

! ! ! ! 20!

campaign!–!they!are!called!Mo!Sistas!and!have!the!role!of!supporting!and!cheering!their!men!on!

in!the!battle!of!raising!funds!and!seeking!out!sponsorships!for!their!moustaches!(ibid.).!

The!goal!of!the!Movember!campaign!is!to!create!an!innovative,!fun!and!engaging!setting!for!!

men!to!grow!moustaches!that!cause!spectators!to!look!twice,!making!them!curious!enough!to!

seek!information!of!the!campaign!themselves!!(Movember,!2010,!p.!15).!

The!objectives!of!a!campaign!are,!according!to!Kotler!and!Lee,!both!knowledge!objectives!and!

behaviour!objectives.!The!knowledge!objectives!serve!to!educate!the!target!audience!through!

facts,! statistics!and!other! information! (Kotler!&!Lee,!2008,!p.!142).!A!knowledge!objective!of!

the!Movember!campaign!is!

to%work% to% change% established%habits% and%attitudes%men%have%about% their% health% and% to%educate%men%about%the%health%risk%they%face.%% % % %%%%%%%%%%%(Movember,!2011)%

!

The!knowledge!objectives!work!as!a!premise!for!the!behaviour!objectives,!which!describe!what!

the!campaign!aims! for! the! target!audience! to!do!(Kotler!&!Lee,!2008,!p.!138).!The!behaviour!

objective!is!in!the!Movember!campaign!to!get!the!target!audience!to!

act%on% their%knowledge,% thereby% increasing%the%chances%of%early%detection,%diagnosis%and%effective%treatment.!! ! ! ! ! ! ! !!!!!!!!!! ! !!!!!!!!(ibid.)!

!Having!given!a!basic!description!of!the!Movember!campaign,!the!guidelines!created!in!chapter!

four,!can!now!be!applied!to!obtain!an!understanding!of!how!social!media!is!used!throughout.!

5.2!Analysis!of!Movember!campaign!according!to!guidelines!According! to! its! annual! report,!2010! the!Movember! campaign!has!been!a!huge! international!

success!with!a!growing!number!of!supporters!(p.!11).!This!could!be!due!to!a!special!attention!

given!to!the!background,!purpose!and!focus!of!the!Movember!campaign,!by! its! founders.!The!

analysis! will! take! its! point! of! departure! in! the! Australian! part! of! the! campaign,! since! the!

findings! throughout! this! thesis! have! demonstrated! that! each! country! may! have! different!

premises!for!a!social!marketing!campaign!(cf.!Sargeant’s!six!driving!factors).!

!

The!scope!of!the!campaign!can!be!presented!through!its!background,!purpose!and!focus,!which!

are!as!follows.!The!background!of!the!Movember!campaign!is!the!issue!addressed,!here!

%%increased%focus%on%men’s%health,%more%specifically%on%prostate%cancer%and%depression.%%

% % % % % % % % ! !!!!!!!!!!!(Movember,!2011)!

!

! ! ! ! 21!

In! 2010! in! Australia! alone! 1! in! 11! men! developed! prostate! cancer,! which! corresponds! to!

20.000!diagnoses.!!

!

! ! ! ! ! ! ! ! ! ! (Movember,!2010,!p.!17)!

The! campaign! focuses! on!men,! because! they! are! being! less! healthy! and! unconscious! of! the!

health!risks!they!face.!Furthermore,!men!are!more!likely!to!smoke,!drink!too!much!alcohol!and!

eat!fatty!foods!than!women,!contributing!to!problems!like!heart!disease,!stroke,!diabetes!and!

some!types!of!cancer!(Movember,!2010,!p.!17).!

The!purpose!of!a!social!marketing!campaign!is!the!ultimate!benefit!realized!from!making!the!

target!audience!change!behaviours!in!accordance!with!the!intention!of!the!campaign!(Kotler!&!

Lee,!2008,!p.!97).!The!purpose!of!the!Movember!campaign!is!to:!!

raise% much% needed% funds% and% awareness% for% men’s% health% issues,% specifically% prostate%cancer%and%male%depression.!!! ! ! ! !!!!!!!!!! ! !!!!!!!!!!!(ibid.,!p.!11)!!

!

The!focus!of!a!campaign!is!chosen!to!narrow!down!the!scope!of!the!plan!in!order!to!contribute!

to! the! purpose! of! the! campaign! (Kotler! &! Lee,! 2008,! p.! 98).! The! focus! of! the! Movember!

campaign!is!to!change!already!established!habits!and!attitudes!in!men!concerning!their!health!

by!educating!them!about!the!risks!they!face!and!act!on!that!knowledge.!The!focus!is!behaviour\

related!–!seeking!to!change!the!behaviour!of!the!target!group,!from!being!inactive!in!relation!to!

health!issues!into!being!proactive!on!the!subject.!!

With! the! scope! of! the! campaign! in! mind,! it! will! now! be! analysed,! based! on! the! seven!

guidelines,!developed!in!chapter!four.!

!

1. Conduct& a& situation& analysis& of& the& market,& on& which& the& social& marketing&

campaign&will&be&running,&through&a&SWOT&analysis.&&

!

Guideline!1!says! to!conduct!a!situation!analysis!of! the! internal!and!external! factors! that!may!

influence! the! campaign.! This! analysis!will! be! conducted! through! the! framework! of! a! SWOT\

analysis,! listing! the! strengths,! weaknesses,! opportunities! and! threats! of! the! marketing!

! ! ! ! 22!

campaign! (SWOT! analysis! in! appendix! 1).! In! short,! the!microenvironment! is! found! to! entail!

much! strength! such! as! trustworthiness! through! the! collaboration! with! the! Australian! NPO!

beyondblue% and! Prostate% Cancer% Foundation% of% Australia.! Furthermore! the! campaign! has! a!

strong! history! and! so! does! the! voluntary! sector! in! Australia! (Volunteering! Australia,! 2008).!

However,!weaknesses!are!also!found!in!the!campaign,!such!as!the!challenge!of!actually!getting!

supporters!to!change!behaviour!and!not!just!support!the!idea.!Another!weakness!could!be!the!

fact!that!the!campaign!is!not!supported!by!any!governmental!organization,!which!may!for!some!

people!decrease!its!trustworthiness.!The!macro\environment!has!also!been!analysed!through!

the! SWOT,! having! found! both! opportunities! and! threats.! An! opportunity! is! the! increased!

awareness!on!a!healthy! lifestyle! in! the!general!public!and!the!heterogeneity!of! the!voluntary!

sector!in!Australia!(Dolnicar!&!Randle,!2007,!p.!13).!Threats! listed!in!the!analysis!are!e.g.! the!

threat! of! being! ‘just! another! campaign’! supporting! the! fight! against! cancer! and! political!

restrictions!concerning!the!voluntary!sector.!!

!

2. Analyse&the&target&audience&in&relation&to&the&social&marketing&campaign.&

The!target!audience!has!several!times!during!this!thesis!been!emphasised!as!one!of!the!most!

important,!since!it!eliminates!or!qualifies!the!use!of!social!media!for!the!campaign.!The!target!

market! of! the! Movember! campaign! can! be! described! through! a! series! of! segmentation!

variables!(Appendix!2).!!

The!target!audience!of!the!Movember!campaign!is!mainly!men!of!all!ages!with!no!specifics!on!

demographics! such! as! class,! religion! or! race.! In! terms! of! geographical! variables! the! target!

audience!is!from!all!over!Australia!with!no!specification!to!region!or!population!density!since!

the!campaign!is!mainly!online.!!

In! order! to! segment! the! target! audience! more! thoroughly,! Movember! could! use! the!

VALS!segmentation!system!and!the!Health!Belief!Model.!By!segmenting!the!target!audience!in!

accordance! with! VALS! segmentation! system,! the! marketers! achieve! knowledge! of! the!

motivations! of! joining! a! campaign.! In! section! 3.1! it!was! found! that! the! innovators,! thinkers,!

achievers! and! experiencers! are! the! best! target! audiences! for! a! social! marketing! campaign,!

having!high!resources!and!a!high!level!of!innovation.!With!this!knowledge!in!mind,!it!is!highly!

probable! that!Movember! seeks! to! influence! the!behaviour!of! these! segments! too.!Movember!

can!motivate!the!target!audience!through!the!ideals!they!may!have!in!relation!to!their!health,!

through! the! achievements! they!may! reach! in! the! form! of! getting! donations! and! finally! also!

! ! ! ! 23!

through!self\expression,!giving!the!target!audience!the!possibility!of!showing!their!friends!and!

families!that!they!support!a!good!cause.!

Analysing!the!target!audience! in! terms!of! the!HBM!model,! the!threat!appraisal! is!rather!high!

since!the!individuals!of!the!target!audience!are!believed!to!perceive!their!susceptibility!to!the!

health!threat!of!prostate!cancer!and!depression!as!rather!high.!Furthermore,!it!is!assumed!that!

the! target! group,! through! proof! such! as! statistics! on! prostate! cancer! and! depression,! will!

believe!that!the!recommended!behaviour!can!lower!the!threats!of!the!diseases.!In!addition!to!

this,!the!cost\benefit!appraisal!is!believed!to!be!rather!low!among!the!target!audience,!since!the!

individual’s!perception!of!the!costs!and!perceived!barriers!is!considered!low.!!!

The! high! threat! appraisal! combined! with! the! low! cost\benefit! appraisal! will! call! for!

action!in!the!individual.!Simultaneously,!the!internal!and!external!cues!to!action!such!as!health!

worries! and! advertisements!will! also!prompt! the! target! audience!of!Movember! to! act! in! the!

form!of!participating!in!the!campaign!(Donovan!&!Henley,!2003,!p.!92).!

!

3. Analyse&the&target&audiences&in&terms&of&their&social&media&usage.&

Analysing!Movember’s!target!audiences!in!relation!to!their!online!behaviour!and!social!media!

habits! can!be!made! through! the! social! technographics!profile! tool,!mentioned! in! section!3.2.!!

Appendix!3! entails! six! social! technographics! profiles! –! one! showing! the!profile! of! the! entire!

target!audience!(age!18\55+)!and!five!others!where!the!target!audience!is!segmented!through!

the!age!variables!available.!Comparing!the!different!profiles!show!that!men!between!the!ages!

18\24!are!the!ones!most!active!on!social!media!with!only!4!per!cent!‘inactives’.!The!percentage!

of!creators!and!critics!is!the!highest,!being!36!and!43,!respectively,!giving!the!impression!of!a!

target! audience! that! publishes! a! lot! of! content! online! in! the! forms! of! blogs,! stories! and!

contributions!to!online!forums!etc.!The!percentage!of!collectors,!who!e.g.!use!RSS!feeds!and!ad!

‘tags’! to!websites! is!19.!However,! the!amount!of! joiners!(68!%)!and!spectators!(87!%)! is! the!

highest! of! all! of! the! profiles,! showing! that! Movember’s! target! audience! is! very! willing! to!

maintain! online! profiles! and! interact! in! the! form!of! reading! blogs,! online! forums! and!watch!

content!created!by!other!users.!!

The!Movember!target!audience!does!not!only!include!men!in!the!age!of!18\24,!and!the!social!

technographics!profiles!of!the!rest!of!the!target!audience!show!high!levels!of!online!activities!

too,!creating!a!good!basis!for!the!social!media!part!of!the!Movember!campaign.!!

Even!though!men!are!the!primary!target!audience,!Movember!benefits! from!analysing!

the!women!(Mo!Sistas)!who!have! the!role!of! supporting! their!men! throughout! the!campaign!

! ! ! ! 24!

too.!In!appendix!3,!the!technographics!profiles!of!the!Australian!women!in!different!age!groups!

are!available!too.!As!was!concluded!in!concern!with!the!male!target!audience,!the!general!total!

female! activity! on! social!media! is! high.! From! the!profiles! it! becomes! evident! that! the! young!

women!(age!18\24)!are!also!the!group!of!women!who!contribute!with!the!highest!amount!of!

online!content.!The!group!of!women!most!valuable!for!Movember!are!the!spectators,!who!do!

not!produce!a!lot!of!content!themselves,!but!are!interested!in!the!content!produced!by!others!

and!thereby!intrigued!to!donate!money.!!

In! relation! to! both! target! groups,! the! social! technographics! profiles! show! a! high!

percentage!of!inactives!from!the!age!of!45!and!up.!This!proves!the!main!point!of!chapter!3,!that!

a!social!marketing!campaign!should!analyse!its!target!audience!thoroughly!in!order!to!target!it!

most!effectively.!If!Movember!wish!to!target!the!‘older’!segment,!it!should!not!be!done!through!

social!media,!but!rather!through!another!channel,!found!more!useful!for!this!age!group.!!

!

4. Choose&an&appropriate&social&medium.&

The!Movember!campaign!has!chosen!to!spread!its!appearance!on!several!kinds!of!social!media.!

It!is!visible!both!on!twitter,!facebook!and!have!build!its!own!trusted!network!on!the!website,!

movember.com,! called! the!Mo!Community.! The!Mo!Community! is! the!most! important! social!

platform!for!the!campaign.!Here,!contributors!can!make!a!personal!profile!and!upload!pictures!

of! themselves! and! their! moustache,! as! it! grows! throughout! the! month.! Furthermore,! the!

members!can!write!about!their!own!motivation!for!participating!in!the!campaign!and!they!can!

receive!donations!from!friends,!families!and!anyone!else,!who!would!like!to!support!the!cause.!!

The!choice!of!medium!selected!by!Movember!seems!to!be!made!from!knowledge!of!the!above\!

mentioned! social! technographics! profiles.! Creating! a! community,! where! members! can!

contribute!with!more! or! less! content! is! ideal! for! the! target! audience! of!Movember,! since! it!

consists!mainly!of!spectators!and!joiners!(see!appendix!3).!

!

5. Get&to&know&the&social&medium&chosen&for&the&campaign.&

Since! the!Movember!campaign!has!build! its!own! trusted!network,! it! is!aware!of! the! features!

offered! by! the! social! medium.! The!Mo! Community! offers! the! possibility! of! connecting! ones!

profile! to! facebook! and! twitter,! in! order! to! receive! more! donations.! Through! this! function,!

Movember!also!takes!advantage!of!the!digital!spread!of!the!word!of!mouth!(cf.!Qualman)!and!

two\way!communication!(cf.!Safko).!!

!

! ! ! ! 25!

6. Decide&on&the&level&of&control&the&organization&behind&the&campaign&should&take&when&campaigning&online&&

Movember!has!created!a!community,!on!which!one!must!have!a!profile! to!know!exactly!how!

Movember! tries! to! control! discussions! and! debates! and! how! they! talk! to! and! energize! their!

target!audience.!However,! even!without!a!profile! it! is!possible! to! find!some!examples!where!

Movember!energizes!its!crowd.!This!can!be!seen!e.g.!through!the!creation!of!a!list!called!‘Top!

Mo!Space!Pages’,!where!the!Mo!brothers!are!listed!accordingly!to!their!monetary!contribution!

to!Movember.!Movember!also!creates!contests!and!gives!out!prizes!to!e.g.!‘the!best!Mo!Space’!

and! the! best! ‘Team! Mo’! (Movember,! 2011).! The! latter! way! of! energizing! the! crowd! is! in!

accordance!with!Mangold!and!Faulds’!idea!of!creating!an!extra!element!of!interaction!between!

the! target! audience! and! the! NPO! (see! section! 3.4).! Furthermore! Movember! energizes! their!

crowd!(both!the!members!of!the!community!and!the!visitors)!through!the!possibility!of!rating!

the! different! profiles! and! moustaches.! Movember! also! provide! target! audience! with! the!

opportunity! to! tell! their! personal! story,! to! which! new! members! may! feel! touched! and!

sympathise!with!–!going!into!the!cause.!This!also!creates!an!environment!of!trust,!since!it!has!

been!concluded!in!the!thesis!that!people!tend!to!believe!and!trust!fellow!consumers,!to!a!higher!

degree,!than!the!organization!behind!the!campaign.!!

!

7. Continue&to&support&the&social&media&aspect&of&the&social&marketing&campaign.&

Looking! at! the! Movember! campaign\website,! it! is! evident! that! the! marketers! behind! the!

campaign!have!continued! to! support! the!social!media!channel!of! the!campaign.!Even! though!

the!campaign!is!officially!in!focus!in!November,!it!is!possible!to!support!the!cause!at!all!times.!

The!Mo! Bros! continue! to! have! their! personal! profiles! all! year,! welcoming! the! possibility! of!

supporting!the!cause!once!again!the!following!year.!This!is!a!way!of!downscaling!some!of!the!

barriers!that!may!be!related!to!time\consumption!and!inconvenience!of!supporting!Movember.!

!

In! conclusion! to! the! guideline! analysis! of! the! Movember! campaign,! it! can! be! said! that! the!

Movember!campaign!have!had!great!success!with!their!implementation!of!social!media!as!part!

of! their! social!marketing! campaign.!The!exact! considerations!made!by! the!marketers!behind!

the!Movember!campaign!are!impossible!to!know,!however!it!seems!from!the!analysis!as!if!they!

have! considered! some! of! the! points,! which! have! been! stressed! throughout! this! thesis.! The!

annual! report,! 2010! provides! the! reader! with! statistics! showing! a! huge! success! of! the!

campaign,! though! these! figures! come! from! Movember’s! own! sources! one! would! have! to!

evaluate! their! neutrality.! Considering! the! numbers! to! be! reliable,! the! growing! popularity! of!

! ! ! ! 26!

Movember! is! evident! through! its! major! growth! in! terms! of! awareness! from! 2009! to! 2010,!

where!the!number!of!total!website!visits!have!grown!with!54,47!%.!!

The! continuous! success! of! Movember! indicates!

that! being! available! for! consumers! through!

social!media! is! the! right! choice! for! this! specific!

campaign.!It!gives!Movember!the!opportunity!to!

reach! out! in! a! way! they! would! not! be! able! to!

through!traditional!channels!and!furthermore!to!

stretch! the!campaign! in! terms!of! the! time,!since!

social! media! provides! consumers! with! the!

opportunity! of! only! engaging! in! the! campaign!

throughout! November! or! all! year! if! they! like.! Finally,! Movember! makes! good! use! of! the!

introduced!concept!of!‘World!of!Mouth’,!by!giving!their!supporters!the!possibility!of!spreading!

the!word!through!other!kinds!of!social!media!(facebook!and!twitter).!!

Chapter!6:!Conclusion!With!a!starting!point! in!a!social!constructivistic!approach!to!social!marketing,! this! thesis!has!

illustrated!how!the!knowledge!field!can!benefit!from!the!use!of!social!media!–!more!specifically!

social! communities.! The! first! established! meeting! point! of! the! two! fields! of! knowledge! is!

globalization.!The!media!factors,!mentioned!in!the!introduction,!create!an!interesting!platform!

for! the! two! sciences! to! merge! and! thereby! constitute! the! basis! for! international! social!

marketing!campaigns.!Social!media!diminishes!restrictions!such!as!time!and!space!by!allowing!

consumers! to! participate! despite! of! e.g.! geographical! boundaries.! Following! citation! from!

Movember!supports!this!claim.!

Word% of% mouth,% the% movement% of% expats% and% the% incredible% power% of% the% internet% all%contributed%to%Movember%reaching%people%across%the%globe.! !!!!!!!!! ! !! ! ! ! !!!!!!!!! ! !!!!!!!!!!!! ! !!!!!!!!!!!!!(Movember,!2010,!p.!11)!

!With! the! support! of! Mangold! and! Faulds,! to! integrate! the! social! media! as! part! of! the!

promotion,!in!step!7!of!Kotler!&!Lee’s!10\step!plan,!social!marketers!can!benefit!from!the!fast!

spreading!of!the!campaign!through!the!concept!of!World!of!Mouth!(cf.!Qualman).!This!concept!

has!been!drawn!upon!several!times!throughout!the!thesis!since!it!is!considered!an!important!

aspect!for!creating!a!higher!amount!of!trustworthiness!among!possible!consumers!(cf.!Foux).!!

! ! ! ! 27!

Chapter!3!serves! the!purpose!of!providing! the!reader!with!analysis! tools! for!choosing!

the!right!target!audience.!The!target!audience!should!be!considered!the!most!valuable!tool!of!

an!online!social!marketing!campaign.!This!is!evident!since!the!target!group!needs!to!spread!the!

word!about!the!campaign!and!engage!in!it!with!enthusiasm,!for!it!to!even!exist.!Choosing!the!

right! target!audience! is! considered! important!both! in! relation! to! the!social!marketing!aspect!

and!the!social!media!aspect.!In!relation!to!social!marketing!the!target!groups’!motivations!for!

participation! and! perceived! benefits! and! barriers! are! vital! information.! For! analysing! these!

factors,!this!paper!suggests!the!use!of!VALS!segmentation!system!and!the!Health!Belief!Model.!

In!relation!to!the!social!media!aspect!of!the!campaign!it!has!been!found!crucial!to!analyse!the!

social!media!habits!of!the!target!groups,!which!can!be!done!through!the!tool!called!the!Social!

Tecnographics! Profile.! The! thesis! refers! to! the!most! appropriate! target! audience! as! double\

consumers,!since!they!are!participating!in!online!communities!as!well!as!willing!to!engage!in!

social!campaigns.!!

As!an! important! framework! for! the!creation!of! the!7!guidelines,! is!Li!&!Bernoff’s!concepts!of!

energizing! and! talking! to! the! consumers.! Here! different! possibilities! of! engaging! with!

consumers! such! as;! building! communities,! choosing! ambassadors! and! engaging! in! already!

established! networks,! are! listed.! Furthermore! Mangold! and! Faulds! idea! of! engaging! with!

customers!through!the!creation!of!contests!is!found!useful!for!describing!how!to!work!with!the!

target!audience.!!

! The!7!guidelines!are!presented! in!chapter!4!of! the! thesis!and!give! the!reader! ideas!of!

how!to!address!the!integration!of!social!media!in!a!social!marketing!campaign.!The!guidelines!

are!used!in!chapter!5!as!a!tool!for!analysis!of!the!Movember!campaign.!This!chapter!serves!to!

prove!the!validation!of!the!guidelines!and!thereby!the!foundation!of!the!entire!thesis.!!

What! can!be! retrieved! from! this! thesis! is! knowledge!of! the! important! role! that! social!

media!plays!in!effective!social!marketing!campaigns!of!today.!For!a!campaign!to!be!successful!it!

has!been!found!of!utter! importance!to!analyse!the!target!audience!thoroughly! in! terms!of! its!

motivations!to!participate,! its!perceived!barriers!and!the!way!social!media!is!used!within!the!

target! group.! There! is!more!work! to! be! done,! new! things! to! learn! about! the! advantages! of!

combining!the!two!knowledge! fields!and! further!research!on!the!subject!will!hopefully!serve!

this!purpose.!

!

! ! ! ! 28!

Bibliography!

Andreasen,!A.!R.,!&!Drumwright,!M.!E.!(2001).!Alliances!and!ethics!in!social!marketing.!In!A.!R.!Andreasen,!Ethics%in%social%marketing%(pp.!95\116).!Washington,!D.C.:!Georgetown!University!Press.!!Australian!Government.!(2012,!Februrary).!http://www.dfat.gov.au.!From!http://www.dfat.gov.au:!http://www.dfat.gov.au/facts/legal_system.html!!Blackshaw,!P.,!&!Nazzaro,!M.!(2004,!March!1).!nielsenGonline.com.!From!http://www.nielsen\online.com/downloads/us/buzz/nbzm_wp_CGM101.pdf!!Burr,!V.!(1999).!social!constuctionism.!social%constuctionism!,!13\16.!!Dolnicar,!S.,!&!Randle,!M.!J.!(2007).!What!Motivates!Which!Volunteers?!Psychographic!Heterogeneity!Among!Volunteers!in!Australia.!Voluntas:%International%Journal%of%Voluntary%and%Nonprofit%Organizations!,%18,!135\155.!!Donovan,!R.,!&!Henley,!N.!(2003).!Social%Marketing.%Principles%&%Practice.!East!Hawthorn!!Victoria:!IP!Communications!Pty!Ltd.!!Fidler,!R.!(1997).!Principles!of!mediamorphosis.!In!R.!Fidler,!Mediamorphosis:%understanding%new%media!(pp.!1\29).!Thousand!Oaks,!California:!Pine!Forge!Press.!!Flew,!T.,!&!McElhinney,!S.!(2002).!Chapter!18:!Globalization!and!the!Structure!of!New!Media!Industries.!In!L.!A.!Lievrouw,!&!S.!Livingstone,!The%handbook%of%new%media:%social%shaping%and%consequences!(pp.!304\319).!London:!Sage.!!Forrester.!(2011\2012).!empowered.forrester.com.!Retrieved!April!8,!2012!from!empowered.forrester.com:!http://empowered.forrester.com/tools.html!!Foux,!G.!(2006,!May).!Consumer\generated!media:!Get!your!customers!involved.!Brand%Strategy,!38\39.!!Gergen,!K.!J.!(2009).!An%invitation%to%Social%Construction.!London:!Sage!Publications!Ltd.!!Hamelin,!G.!(2011).!Consumers!Power!Transformational!Marketing.!Customer%Relationship%Management!,%15!(9),!11.!!Jenkins,!H.!(2004).!The!Cultural!Logic!of!Media!Convergance.!International%Journal%of%Cultural%Studies!,%7!(1),!33\43.!!Kotler,!P.,!&!Lee,!N.!R.!(2008).!Social%Marketing,%Influencing%Behaviors%for%Good.!London:!Sage!Publications,!Inc.!!Li,!C.,!&!Bernoff,!J.!(2008).!Groundswell.!Boston,!Massachusetts:!Forrester!Research,!Inc.!!Mangold,!G.!W.,!&!David,!F.!J.!(2009).!Social!media:!The!new!hybrid!element!of!the!promotion!mix.!Business%Horizons!,%52!(4),!357\365.!

! ! ! ! 29!

Movember.!(2011).!http://au.movember.com.!Retrieved!April!13,!2012!from!http://au.movember.com:!http://au.movember.com/about/!!Movember.!(2010).!Movember%Global%Annual%Report%.!Melbourne,!Australia:!Movember.!!Qualman,!E.!(2011).!Socialnomics.!Hoboken,!New!Jersey:!John!Wiley!&!Sons,!Inc.!!Safko,!L.!(2010).!The%Social%Media%Bible.!Hoboken,!New!Jersey:!John!Wiley!&!Sons,!Inc.!!Safko,!L.,!&!Brake,!D.!K.!(2009).!The%Social%Media%Bible.!Hoboken,!New!Jersey:!John!Wiley!&!Sons,!Inc.!.!!Sargeant,!A.!(2005).!Marketing%Management%for%Nonprofit%Organizations.!Oxford:!Oxford!University!Press.!!Strategic!Business!Insights.!(2009\2012).!www.strategicbusinessinsights.com.!Retrieved!April!14,!2012!from!www.strategicbusinessinsights.com:!www.strategicbusinessinsights.com/vals/ustypes.shtml!!Volunteering!Australia.!(2008).!Creating%a%Vision%for%the%Future%of%Volunteering%and%the%Voluntary%Sector%in%Australian%Society%.!Melbourne:!Volunteering!Australia.!&

!

!

!

!

Appendix(1(–(SWOT(analysis(!

!

The$microenvironment$Strengths) Weaknesses)

• The!trustworthiness!of!the!

sender!is!supported!through!the!

collaboration!between!

Movember!and!meaningful!

health!partners,!e.g.!the!

Australian!NPO,!beyondblue,!working!against!depression!and!

the!Prostate$Cancer$Foundation$of$Australia,!both!perceived!to!be!reliable!sources,!having!

explicit!knowledge!on!the!

subjects!in!question.!!

• The!history!of!the!campaign.!

The!campaign!began!in!2003!

and!is!able!to!draw!on!previous!

years!of!experience!and!

expertise!!

• The!history!of!the!voluntary!

sector!in!Australia!

(Volunteering!Australia!report,!

2008,!p.!2)!

• The!legal!framework!–!

Australian!law!system!is!based!

on!common!law!(Australian!

Government,!2012).!

• The!concept!growing!a!

moustache!in!order!to!support!

the!campaign!is!rather!unique!

and!offers!the!contributors!with!

a!visible!symbol!that!they!are!

supporting!a!good!cause.!

• It!does!not!necessarily!cost!any!

money!to!support!the!cause,!

simply!the!effort!of!growing!a!

moustache.!

• The!embracment!of!the!

supporters!who!are!not!able!to!

grow!a!moustache,!by!enabling!

them!to!donate!money!to!

specific!people!who!are!part!of!

the!Mo!community!online.!

!

!

• Movember!faces!the!challenge!

of!convincing!supporters!not!

‘just’!to!support!the!idea!of!

changing!behaviour!but!also!to!

actually!change!their!own!

behaviour.!

• Another!weakness!of!the!

campaign!is!its!target!audience,!

which!is!mainly!men.!Trying!to!

target!at!women!(Mo!Sistas)!

too,!may!prove!difficult.!

• The!campaign!is!in!no!countries!

supported!by!governments,!

which!could!help!in!increasing!

trustworthiness!even!more.!!!

• Focusing!on!both!prostate!

cancer!and!depression!may!

cause!confusion!!

• Having!both!cancer!and!depression!as!main!causes!increases!the!possible!number!of!supporters!of!Movember.!

!The$macroenvironment$

Opportunities) Threats)• The!increased!focus!on!health!in!

the!general!public!and!in!the!media!focus.!

• Geographical!expansion!of!the!campaign!due!to!globalization!!

• The!high!focus!on!cancer!in!general,!creating!the!threat!of!leaving!Movember!as!just!another!NPO!in!the!bunch.!

• In!some!countries,!there!may!be!more!direct!threats!towards!society,!than!the!health!threat!addressed!by!Movember!

• Political!restrictions!concerning!the!voluntary!sector!!

!

Appendix(2(–(Segmentation(Variables(for(Consumer(Markets(!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(Kotler!&!Lee,!2008,!p.!119)!

Appendix(3(–(Social(Technographics(Profiles(!Social'Technographics'Profile'of'Australian'men,'age'18955+:'

!!Social'Technographics'Profile'of'Australian'men,'age'18924:'!

!

Social'Technographics'Profile'of'Australian'men,'age'25934:'!

!!!Social'Technographics'Profile'of'Australian'men,'age'35944:'

!!

!! !!!!!!!!!!!!!!!!!!!!

Social'Technographics'Profile'of'Australian'men,'age'45954:'!

!!!Social'Technographics'Profile'of'Australian'men,'age'55+'!

!!!!!!!!!!!!

!!!!!!!!!

!

Social'Technographics'Profile'of'Australian'women,'age'18955+:'!!!'''''''''''''''''''

''Social'Technographics'Profile'of'Australian'women,'age'18924:'

!!''''''''''''''''''''

'

'Social'Technographics'Profile'of'Australian'women,'age'25934:'!

!!''''''''''''''''''''

''Social'Technographics'Profile'of'Australian'women,'age'35944:'

''!!!!!!!!!!!!!!!!!!!

!!Social'Technographics'Profile'of'Australian'women,'age'45954:'

'!''''''''''''''''''''

''Social'Technographics'Profile'of'Australian'women,'age'55+!