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What social marketing models do you use?

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Social marketing is the application of marketing principles and techniques to influence social change for the benefit of individuals and society. It is not the same as social media marketing, which focuses on promoting products or services through online platforms. Social marketing models are frameworks that help you plan, implement, and evaluate your social marketing campaigns. In this article, we will introduce you to some of the most common and useful social marketing models and how you can use them for your own projects.

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1 The 4 Ps model

The 4 Ps model is the classic marketing mix that consists of product, price, place, and promotion. In social marketing, product refers to the desired behavior or outcome that you want your target audience to adopt, such as quitting smoking or recycling. Price refers to the costs and benefits associated with the behavior, both monetary and non-monetary, such as time, effort, convenience, or social norms. Place refers to the channels and locations where you deliver your message and facilitate the behavior, such as online platforms, community centers, or schools. Promotion refers to the strategies and tactics that you use to communicate your message and persuade your audience, such as advertising, public relations, or social media.

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Janelle Zonts

Building Community @ SchoolAI | EdTech | AI For Education
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In social marketing, I use a mix of modern marketing models to stay relevant in the ever-changing digital landscape. It's all about being authentic and transparent because today's audience values honesty. I also leverage influencer marketing to connect with opinion leaders who resonate with our brand. User-generated content plays a significant role, too; involving our community in the brand story is a great way to build engagement. And, of course, data-driven insights are essential for precise targeting. The key is learning and adapting as the digital world evolves, staying true to these modern marketing principles.

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Joe Parkhurst
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I work in carbon-free energy. I use the 4 Ps model to inform communities of the work my organization is doing in their community and why. The 4 Ps is the foundation for all other marketing efforts.

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Noorul Hira

Your Partner in Supercharging Business Growth with Proven Lead Generation & Social Media Expert | CEO @ Aristo Solutions | Top Rated Lead Generation Expert on Upwork
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The Social Marketing Planning Model, emphasizing research, segmentation, and behavior change strategies. The 4Ps (Product, Price, Place, Promotion) framework adapted for social marketing to optimize marketing mix. The Transtheoretical Model of Behavior Change to understand stages of change and tailor interventions accordingly.

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2 The 6 Ps model

The 6 Ps model is an extension of the 4 Ps model that adds two more elements: policy and partnership. Policy refers to the rules and regulations that support or hinder the behavior change, such as laws, incentives, or sanctions. Partnership refers to the collaboration and coordination with other organizations or stakeholders that share your goals and can help you reach your audience, such as government agencies, NGOs, or media outlets.

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Joe Parkhurst
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My organization has a couple of individuals, including our Executive Director, who do work on policy and partnerships. Their policy and partnership wins provide more justification for our 4 Ps.

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3 The COM-B model

The COM-B model is a behavioral model that identifies three factors that influence behavior: capability, opportunity, and motivation. Capability refers to the physical and psychological ability to perform the behavior, such as knowledge, skills, or confidence. Opportunity refers to the external factors that enable or constrain the behavior, such as physical environment, social context, or resources. Motivation refers to the internal factors that drive or inhibit the behavior, such as attitudes, beliefs, or emotions. The COM-B model helps you understand the barriers and facilitators of behavior change and design interventions that address them.

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Joe Parkhurst
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COM-B is the final integrated part of the 4 Ps and 6 Ps pathway. COM-B is where we further inform the community of agencies and organizations that provide access to carbon-free energy. This is the soft sales of communicating to the communities we are serving.

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4 The SMART model

The SMART model is a planning model that helps you set specific, measurable, achievable, relevant, and time-bound objectives for your social marketing campaign. Specific objectives are clear and concise, such as increasing the recycling rate by 10%. Measurable objectives are quantifiable and verifiable, such as using surveys or indicators to track progress. Achievable objectives are realistic and attainable, such as considering the resources and constraints that you have. Relevant objectives are aligned with your overall goal and your audience's needs and interests, such as addressing a social problem or providing a benefit. Time-bound objectives are set within a defined timeframe, such as six months or one year.

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Joe Parkhurst
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We use polls to gauge community movement. A simple quantitative model where the more people who will try and adopt carbon-free energy is a win.

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5 The RACE model

The RACE model is an evaluation model that helps you measure and improve your social marketing campaign. RACE stands for research, action, communication, and evaluation. Research involves gathering and analyzing data about your situation, audience, and competitors, such as using secondary sources or conducting primary research. Action involves developing and implementing your strategy and tactics, such as using the 4 Ps or 6 Ps model. Communication involves delivering and managing your message and interactions with your audience, such as using the promotion mix or online tools. Evaluation involves assessing and reporting your results and outcomes, such as using the SMART objectives or key performance indicators.

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Joe Parkhurst
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I understand this is a subcategory of the 4 Ps, but a lot of these subcategories are simply integral to a marketing effort. The research, action, communication, and evaluation are all necessary for reporting after an effort.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What social marketing models do you use?

1

2

3

4

5

6

1 The 4 Ps model

2 The 6 Ps model

3 The COM-B model

4 The SMART model

5 The RACE model

6 Here’s what else to consider

Social Marketing

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