Comments on: Social Marketing in the 21st Century (Paperback) http://twitteruse.net/social-marketing-in-the-21st-century-paperback.html Learn how to use Twitter to your advantage! Sat, 07 Nov 2009 17:49:26 -0600 http://wordpress.org/?v=2.8 hourly 1 By: Ivette http://twitteruse.net/social-marketing-in-the-21st-century-paperback.html/comment-page-1#comment-214 Ivette Thu, 13 Aug 2009 03:19:35 +0000 http://twitteruse.net/social-marketing-in-the-21st-century-paperback.html#comment-214 </div> The book was purchased and used as material for a short, summer course offered at Georgetown University with Dr. Andreasen. The text is reader friendly and presents supportive examples. I am very pleased with this purchase (as a novice in the field of social marketing) and recommend it to anyone (e.g., student, professional) interested in the field. The book was purchased and used as material for a short, summer course offered at Georgetown University with Dr. Andreasen. The text is reader friendly and presents supportive examples. I am very pleased with this purchase (as a novice in the field of social marketing) and recommend it to anyone (e.g., student, professional) interested in the field.

]]> By: Orane http://twitteruse.net/social-marketing-in-the-21st-century-paperback.html/comment-page-1#comment-213 Orane Wed, 12 Aug 2009 20:27:24 +0000 http://twitteruse.net/social-marketing-in-the-21st-century-paperback.html#comment-213 </div> I think you'll find its descriptions of "upstream" social marketing and the concepts and tools from Dr. Alan Andreasen helpful for becoming more aware of how comprehensively social marketing really ought to be done. <br/><br/>We're usually using "downstream" social marketing to influence behavior (staying with a behavior like not smoking or changing to a more health enhancing behavior) in individuals. "Upstream" targets audiences or audience segments of people (often in organizations like media, script writers, hospital, private sector/commercial business people, even legislators) to influence their behavior to do things to help us change the environment, policies or provide other services or information for the downstream individuals. In both cases Andreasen says great social marketers have a "slavish attention to target audiences" to learn about their interests, needs, thinking, attitudes, knowledge before creating any programs or interventions. <br/><br/>Andreasen uses theories those in health promotion use but some are named differently or, possibly, business terminology. The process is to use stages of change for your target audience, BCOS (benefits, costs: like decisional balance; O for others who influence us; S for self-assurance maybe like Theory of Planned Behavior or Theory of Reasoned Action) plus Competition. The book has many very good examples of good approaches to conducting social marketing. I think you’ll find its descriptions of “upstream” social marketing and the concepts and tools from Dr. Alan Andreasen helpful for becoming more aware of how comprehensively social marketing really ought to be done.

We’re usually using “downstream” social marketing to influence behavior (staying with a behavior like not smoking or changing to a more health enhancing behavior) in individuals. “Upstream” targets audiences or audience segments of people (often in organizations like media, script writers, hospital, private sector/commercial business people, even legislators) to influence their behavior to do things to help us change the environment, policies or provide other services or information for the downstream individuals. In both cases Andreasen says great social marketers have a “slavish attention to target audiences” to learn about their interests, needs, thinking, attitudes, knowledge before creating any programs or interventions.

Andreasen uses theories those in health promotion use but some are named differently or, possibly, business terminology. The process is to use stages of change for your target audience, BCOS (benefits, costs: like decisional balance; O for others who influence us; S for self-assurance maybe like Theory of Planned Behavior or Theory of Reasoned Action) plus Competition. The book has many very good examples of good approaches to conducting social marketing.

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