24762 Chap.11 Beyond the 4Ps: Social Media, Branding and Services
Beyond the 4Ps: Social Media, Branding and Services
Tools beyond the 4Ps
Week 10 adds social media, branding, services, storytelling, games, public relations, advocacy and lobbying to the mix, and asks that tools be used strategically, holistically and creatively.
Experience and story
How services are designed and delivered shapes outcomes, and frontline staff are the critical touch points.
Good stories need identifiable characters, an imaginable plot and believable detail.
Influence upstream
Advocacy and lobbying align with upstream social marketing; the Bootheel Heart Health Project used lobbying to get walking paths built in low-income communities.
Justify every tool
The lecture’s advice for the assessments is to be open minded and creative with the mix, and to justify each tool by saying why it is relevant and appropriate for the target group.
What this chapter covers
- 01
Social media and the four-step process
- 02
What brands do
- 03
Services and frontline staff
- 04
Storytelling and its three features
- 05
Public relations
- 06
Advocacy and lobbying
Worked example · free
Plan a social media approach for a blood donation drive
- 1Participants: young adults, who are reached on short video and messaging platforms rather than email.
- 2Objectives: invite new ideas and get feedback on what stops them, not only deliver information.
- 2Strategy: donors share short stories of their first donation and tag friends to book together.
- 1Technology: choose the platforms and a booking link last, based on steps one and two and the budget.
Key terms
- Brand
- In Kapferer’s terms, a name standing for a lasting commitment to a distinctive set of values.
- Advocacy
- A political process that aims to influence public policy and resource decisions.
- Verisimilitude
- Lifelikeness: the quality that makes a story believable even when parts are fictional.
- Public Relations
- Strategic communication that creates relationships benefiting both an organisation and its publics, often through earned rather than paid exposure.
Beyond the 4Ps: Social Media, Branding and Services FAQ
What makes a good story in social marketing?
The lecture names three features: identifiable characters the audience can empathise with, an imaginable plot with a clear structure, and verisimilitude, meaning the story stays believable even if parts are invented. Energy+Illawarra used narrative videos in this way.
Why do services matter in social marketing?
Services are often a core part of a programme, and the way they are designed and delivered can change outcomes significantly. Frontline staff are the critical touch points, and users help create value before, during and after the service.
Is lobbying ethical in social marketing?
The lecture acknowledges that lobbying can be controversial or serve narrow interests, but notes that from a social justice perspective it can represent minority or disempowered groups, as in the Bootheel Heart Health Project.
Why is branding used less in social marketing?
Many social issues need long-term relationships, which branding supports, yet the lecture says social marketing uses branding less effectively and consistently than commercial marketing, which leaves room for stronger programme identities.
What are the four steps for using social media in a programme?
Decide which participant groups to engage and which media they use; set objectives such as delivering information, gaining feedback or inviting ideas; build a strategy to engage them; and choose the technology last, based on the first two steps and the resources available.
What do brands do for a social marketing programme?
Brands symbolise functional and emotional value, signal quality, help win attention, encourage deeper processing of messages and can build a sense of community, which suits issues that need a long-term relationship with the people involved.
What is the difference between advocacy and lobbying?
Advocacy is the broad political process of influencing policy and resource decisions, through mass media, public speaking, research or polls. Lobbying is the form of advocacy in which groups approach policy makers and other decision makers directly about an issue.
Assessment move
For each tool in this chapter, write one sentence on when it would suit your Assessment 1 problem and one on its risk. Then outline a 60-second story using the three features and check it ends with a clear next step. The lecture asks you to justify every tool you choose, so practise that justification in a sentence.
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