Social Marketing and Advertising in the Age of Social Media

Edited by Lukas Parker, Professor of Communication, School of Media and Communication and Linda Brennan, Emeritus Professor of Advertising, School of Media and Communication, RMIT University, Australia

• Contents:1 Reinforcing the ‘social’ in social marketing 1Lukas Parker and Linda BrennanSo what is social marketing? 1What social marketing is not 3Book structure 4References 62 Social marketing frameworks 8Linda Brennan, Lukas Parker and Ella ChorazyApproaches to social marketing 8Social marketing frameworks 9Social marketing and de-marketing strategies 13Systems thinking and behavioural ecological systems 15A targeted social marketing toolkit 19The types of social marketing activities undertaken at each level 22Conclusion 24References 253 Social media mechanics and marketing strategy 27Dang Nguyen, Linda Brennan, Lukas Parker, Nhat-Tram Phan-Le and Ella ChorazyGetting started: from social network sites to social media 27People power: how information spreads on social networks 28Experience and engagement: how social media function 34Conclusion 43References 444 The Four Es: ingredients for successful social advertising 47Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna PraschIntroduction 47Developing the Four Es of a social advertising toolkit 48Case 1: NSW Health – ‘Safe Sex. No Regrets’ campaign 52Case 2: Cancer Institute NSW – ‘Breast Cancer: Early Detection is Vital’ 58Case 3: Sydney Water – voluntary water saving: every drop counts 60Conclusion 62References 635 The use of emotions in social marketing and social advertising 69Tej Pochun, Linda Brennan and Lukas ParkerIntroduction 69Definitions 69Types of affect 74Affect and its use in social marketing 78Negative emotions and social marketing 81Positive emotions and social marketing 82Conclusion 82References 826 Social marketing with fear, guilt and shame 86Linda Brennan, Tej Pochun and Lukas ParkerIntroduction 86Fear appeals in social marketing 87Guilt appeals in social marketing 91Shame appeals in social marketing 94Conclusion 96References 967 Positive emotions in social marketing and social advertising using humour 102Linda Brennan, Lukas Parker, Dang Nguyen and Tej PochunPositive emotions in advertising 102Humour appeals and social advertising 105Conclusion 115References 1168 Telling stories: the science of social media content 120John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella ChorazyIntroduction 120Storytelling is the foundation of a shared humanity 120Principles of storytelling 123Social media connects people to both a real and virtual world 125Social media is driven by content creation 127Social media storytelling techniques connect and persuade 128Social marketing and digital storytelling 130Conclusion 132References 1329 Ethical challenges associated with social marketing communication 137Michaela JacksonIntroduction: why a chapter on ethics and social marketing? 137That’s immoral! Criticising marketing communication practices 139Using marketing communication for good: the utilitarian defence 144Do the ends justify the means used in these campaigns? 145Duty, behaviour, and codes of ethics 147Social media: opportunities and challenges for social marketers 148Examples highlighting the challenges and opportunities of social media for social marketers 149A timely opportunity for reflection 151Concluding remarks 151References 152Glossary 157Index

'This is something that is long overdue - a full reference work offering contemporary insight into a confusing relationship between social marketing and social media marketing. Where other publications provide only basic practical ''how-to'' guides on social media, this both scholarly and extremely readable book is a ''must read'' for social marketers wanting to include social media in their behaviour change communication toolkit and communication practitioners trying to harness the power of social media for the social good.'--Krzysztof Kubacki, Auckland University of Technology, New Zealand'If you want people to change you need to give them a reason why. Telling stories and use of humour are powerful mechanisms that connect people. This book delivers tools and frameworks you can apply to bring people with you.'--Sharyn Rundle-Thiele, Griffith University, Australia'There are three important contributions this book can make to enhancing the practice of social marketing: it stresses the impact of a systems approach to behaviour change; it advocates for consideration of upstream and midstream audience strategies; and it makes a strong case for social and cultural change to support individual behaviour change.'--Nancy R. Lee, Social Marketing Services, Inc., US