Thank you to our Innovator Sponsor, Entercom, for supporting these webinars.
August 15 – Social Marketing 101 with the University of AZ Center for Rural Health
In this webinar conducted by Kelley Dennings and Anthony Panzera, board members of SMANA, learn: Why knowledge and attitudes alone do not change behavior but the use of research to decrease barriers and enhance motivation can; Establish familiarity with social marketing steps and their application; Outline mixed method research options that can be done on a shoe-string budget
June 12 – Nos gustaría recordarle sobre el seminario web de la Asociación de Mercadotecnia Social de Norte América (SMANA) para el día de mañana, el cual será impartido por Dulce Espelosin.
El uso de la Mercadotecnia Social como herramienta de cambio de comportamientos o conductas, ha sido utilizado por cientos de organizaciones de salud, consumo y otros, pero raramente para la conservación de la naturaleza.
En este webinario de una hora, usted podrá conocer la fórmula para modelar conductas y hábitos de conservación que se han usado en Rare por más de 40 años y en más de 300 sitios.
May 29 – When Social Marketing Doesn’t Look Like Social Marketing
Many social marketing initiatives are launched as promotional campaigns with a prominent advertising or branding component. But what does it look like when social marketing leads to behavior change with no advertising and no “campaign” at all? Dave Ward with Kitsap County, in Washington State, applied a social marketing approach to a process improvement question: How can we make building permit applications easier for applicants, while improving the quality of project information received from them? For an agency that reviews thousands of applications each year, at great cost to applicants and the public, this is a profound question. It led to an exploration of permit data, human behavior, decision science, and bureaucracy’s quintessential icon: the form. The result changed behavior, reduced private and public cost, reduced permit review time, reduced frustration, and improved public good will toward the County. No advertising, no campaigns, just social marketing. From the County’s perspective, however, it was “process improvement”.
May 14, 2019 – Measurements of and to Success: Full Circle Look at the Power of Analytics
There are many different analytic tools out there and it’s easy to get confused by which we should be using, how they differ, and how to compile all the reports to gain the most insight? The focus of this webinar, by Cate Worley with Entercom, was to show a full circle approach to utilizing analytics to maximize results. By the end, you will be shown how to dig deeper to obtain the most useful insight that will ensure greater success for future marketing endeavors.
Part 1 – Case study 1
Part 2 – Case Study 2
Part 3 – Analytics
April 30, 2019 – Driving Behavior Change
This webinar highlighted findings from a recent report commissioned by the Arcus Foundation entitled Driving Behavior Change Through Communications: Campaign Insights, Successes, and Lessons Learned. Initially intended to inspire the Foundation’s conservation portfolio, it was expanded to also address their social justice programming. George Perlov explains the motivation for the report, reviews key behavior change theories, explores a few successful campaigns from various sectors and provides lessons learned, as well as tools for planning new initiatives. It is intended for new or mid-career social marketing professionals as well as those more experienced social marketers interested in brushing up their skills.
Part 1 – Theory (30 min)
Part 2 – Case studies & Q&A (30 min)
December 4, 2018 – DIY Qualitative Research
Katrina Noelle of KNow Research participates in this final webinar of 2018. Qualitative research has a reputation for being lengthy, costly and potentially overwhelming to undertake. This can leave compelling, insightful feedback out of the research process entirely. But by leveraging DIY tools, platforms, processes and techniques, companies can keep qual in the mix. This session will guide attendees through the potential benefits (and pitfalls!) of DIY qual including guidelines, tips and tricks to guide you through your next project.
November 14, 2018 – Planning, Communicating and Measuring Digital Campaigns
This webinar was presented by Jennifer Dooley of Dooley Social Change. To be successful in a digital world, it’s essential to consider how your brand will live and behave online. Over the years, she has refined their digital marketing strategies by borrowing elements from psychology, visual advertising, and design thinking. In this webinar you will learn how to ask the right questions about your target audience, how to choose the right influencers, determine the ROI of online partnerships, connect with the right community and offer actionable solutions to clients.
Listen to the webinar below.
October 27, 2018 – Working at Various Intersections for Improved Social and Behavior Change
This presentation was given by Kelley Dennings, Founding President of SMANA, at the Conservation Marketing Conference. During this presentation Kelley urges everyone to work under a “big tent” and break down “silos”. She outlines the similarities and differences between social marketing, design thinking and behavioral economics. She also urges colleagues to work at “intersections” highlighting two case studies focused on the connection of health and environment – Meatless Monday and Endangered Species Condoms.
Watch the video of her presentation.
June 19, 2018 – Better Together: Public-Private Partnership Lessons from “My Life, Our Future” program
This webinar was presented by Darcy Sawatzki and Amanda Mulally of Kyne. The idea of public-private partnerships is a celebrated idea in the social marketing community. However, the reality of building and maintaining them is often far more complicated and sometimes elusive to campaign planners. In this webinar you will learn how to facilitate public-private partnerships and co-create products or services that meet the needs of both patients and the scientific community. The case study provided will be from ‘My Life, Our Future’ which focused on providing free genotyping to all US hemophilia patients. The goal of the program is to allow participants to gain deeper understanding of their hemophilia today, while helping to advance the breakthrough treatments of tomorrow.