Social Marketing and Advertising in the Age of Social Media

Contents:

1 Reinforcing the 'social' in social marketing 1
Lukas Parker and Linda Brennan

So what is social marketing? 1
What social marketing is not 3
Book structure 4
References 6

2 Social marketing frameworks 8
Linda Brennan, Lukas Parker and Ella Chorazy

Approaches to social marketing 8
Social marketing frameworks 9
Social marketing and de-marketing strategies 13
Systems thinking and behavioural ecological systems 15
A targeted social marketing toolkit 19
The types of social marketing activities undertaken at each level 22
Conclusion 24
References 25

3 Social media mechanics and marketing strategy 27
Dang Nguyen, Linda Brennan, Lukas Parker, Nhat-Tram Phan-Le and Ella Chorazy

Getting started: from social network sites to social media 27
People power: how information spreads on social networks 28
Experience and engagement: how social media function 34
Conclusion 43
References 44

4 The Four Es: ingredients for successful social advertising 47
Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna Prasch

Introduction 47
Developing the Four Es of a social advertising toolkit 48
Case 1: NSW Health - 'Safe Sex. No Regrets' campaign 52
Case 2: Cancer Institute NSW - 'Breast Cancer: Early Detection is Vital' 58
Case 3: Sydney Water - voluntary water saving: every drop counts 60
Conclusion 62
References 63

5 The use of emotions in social marketing and social advertising 69
Tej Pochun, Linda Brennan and Lukas Parker

Introduction 69
Definitions 69
Types of affect 74
Affect and its use in social marketing 78
Negative emotions and social marketing 81
Positive emotions and social marketing 82
Conclusion 82
References 82

6 Social marketing with fear, guilt and shame 86
Linda Brennan, Tej Pochun and Lukas Parker

Introduction 86
Fear appeals in social marketing 87
Guilt appeals in social marketing 91
Shame appeals in social marketing 94
Conclusion 96
References 96

7 Positive emotions in social marketing and social advertising using humour 102
Linda Brennan, Lukas Parker, Dang Nguyen and Tej Pochun

Positive emotions in advertising 102
Humour appeals and social advertising 105
Conclusion 115
References 116

8 Telling stories: the science of social media content 120
John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella Chorazy

Introduction 120
Storytelling is the foundation of a shared humanity 120
Principles of storytelling 123
Social media connects people to both a real and virtual world 125
Social media is driven by content creation 127
Social media storytelling techniques connect and persuade 128
Social marketing and digital storytelling 130
Conclusion 132
References 132

9 Ethical challenges associated with social marketing communication 137
Michaela Jackson

Introduction: why a chapter on ethics and social marketing? 137
That's immoral! Criticising marketing communication practices 139
Using marketing communication for good: the utilitarian defence 144
Do the ends justify the means used in these campaigns? 145
Duty, behaviour, and codes of ethics 147
Social media: opportunities and challenges for social marketers 148
Examples highlighting the challenges and opportunities of social media for social marketers 149
A timely opportunity for reflection 151
Concluding remarks 151
References 152
Glossary 157

Index

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• Vendas e marketing
• Organizações não lucrativas

Social Advertising; Social Marketing book; Social Media; Social Networks; Advertising Design; Communication Campaigns