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Toward Global Social Marketing Network 13 March 09

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craig lefebvre
craig lefebvre

Presentation by Craig Lefebvre on a proposal to develop a global social marketing network for program managers, implementing agencies and donors.

BusinessTechnologie
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GLOBAL SOCIAL MARKETING NETWORK Created by R. Craig Lefebvre, PhD George Washington University School of Public Health & Health Services 12 March 2009 All Rights Reserved. This information is confidential and should not be copied or distributed without written permission of Craig Lefebvre.
We Start with the Universal Problems Bedeviling All Social Marketing Project Managers…
How do I get started with this new project? Does anyone know what it’s like being me? How do I get better at improving and saving lives? Hasn’t someone done this before? I need HELP – NOW!
… And Find One Kernel of Insight that Suggests Solutions Beyond “ More Training and Technical Assistance…”
“ The most frequently cited benefit of the internet was in helping people tap into [their] social networks” – Susannah Fox, Pew American Life and Internet Project, 6 Nov 2006.
And Let’s Take for a Moment These Two Perspectives to Heart…
The business enterprise has two - and only two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. - Peter Drucker. Not all problems have a technological answer, but when they do, that is the more lasting solution. - Andy Grove
And Consider Where We As Social Marketers Come from… And Where We Find Ourselves Today.
INTRODUCTION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE PROBLEM ,[object Object],[object Object],[object Object],[object Object],[object Object]
THE OPPORTUNITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
MARKET SWOT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Taking ALL of this Into Account, We Propose the Following Solutions… Based On a Social Network Site Platform .
SOLUTION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POSITIONING THE NETWORK TO KEY AUDIENCES ,[object Object],[object Object]
Globally Connected… Locally Engaged.
How the Social Network Site Would Work for Social Marketing Managers… Staff… Implementing Agencies… AND Investors (or Donors).
THE SOCIAL NETWORK FUNCTIONS
HOW IT WOULD WORK: STRUCTURE
HOW IT WOULD WORK: INDIVIDUAL
AND WE HAVE A MODEL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
What Makes This More Than a Peer2Peer Site are the Functions that Allow Projects, Implementing Agencies and Investors to Develop Programs and Track Their Progress According to Best Practices in Social Marketing .
HOW IT WOULD WORK: INVESTORS
PROJECT PROFILES
PROJECT MANAGEMENT
The Idea Will Be to Have Off-Network Activities to Strengthen Ties, Build Relationships and Expertise, Deepen Community Engagement, Advocate for Social Marketing.
OFF NETWORK ACTIVITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WE ARE SUGGESTING A 3 STAGE PROCESS OF COMMUNITY DEVELOPMENT.
COMMUNITY DEVELOPMENT
PHASE I: WILL THEY COME? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PHASE II: ESTABLISHING NORMS [YEARS 2-3] ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PHASE III: SUSTAINABILITY? [YEARS 3-5] ,[object Object],[object Object],[object Object],[object Object],[object Object]
Our Vision and Aspiration for a Global Network of Social Marketing Managers, Programs, Agencies and Investors…
THE POWER OF THE NETWORK WITHIN A CLICK OF DESIRE

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Toward Global Social Marketing Network 13 March 09

  • 1. GLOBAL SOCIAL MARKETING NETWORK Created by R. Craig Lefebvre, PhD George Washington University School of Public Health & Health Services 12 March 2009 All Rights Reserved. This information is confidential and should not be copied or distributed without written permission of Craig Lefebvre.
  • 2. We Start with the Universal Problems Bedeviling All Social Marketing Project Managers…
  • 3. How do I get started with this new project? Does anyone know what it’s like being me? How do I get better at improving and saving lives? Hasn’t someone done this before? I need HELP – NOW!
  • 4. … And Find One Kernel of Insight that Suggests Solutions Beyond “ More Training and Technical Assistance…”
  • 5. “ The most frequently cited benefit of the internet was in helping people tap into [their] social networks” – Susannah Fox, Pew American Life and Internet Project, 6 Nov 2006.
  • 6. And Let’s Take for a Moment These Two Perspectives to Heart…
  • 7. The business enterprise has two - and only two - basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. - Peter Drucker. Not all problems have a technological answer, but when they do, that is the more lasting solution. - Andy Grove
  • 8. And Consider Where We As Social Marketers Come from… And Where We Find Ourselves Today.
  • 9.
  • 10.
  • 11.
  • 12.  
  • 13.  
  • 14.
  • 15. Taking ALL of this Into Account, We Propose the Following Solutions… Based On a Social Network Site Platform .
  • 16.
  • 17.
  • 19. How the Social Network Site Would Work for Social Marketing Managers… Staff… Implementing Agencies… AND Investors (or Donors).
  • 20. THE SOCIAL NETWORK FUNCTIONS
  • 21. HOW IT WOULD WORK: STRUCTURE
  • 22. HOW IT WOULD WORK: INDIVIDUAL
  • 23.
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29. What Makes This More Than a Peer2Peer Site are the Functions that Allow Projects, Implementing Agencies and Investors to Develop Programs and Track Their Progress According to Best Practices in Social Marketing .
  • 30. HOW IT WOULD WORK: INVESTORS
  • 33. The Idea Will Be to Have Off-Network Activities to Strengthen Ties, Build Relationships and Expertise, Deepen Community Engagement, Advocate for Social Marketing.
  • 34.
  • 35. WE ARE SUGGESTING A 3 STAGE PROCESS OF COMMUNITY DEVELOPMENT.
  • 37.
  • 38.
  • 39.
  • 40. Our Vision and Aspiration for a Global Network of Social Marketing Managers, Programs, Agencies and Investors…
  • 41. THE POWER OF THE NETWORK WITHIN A CLICK OF DESIRE