Social Marketing Masterclass - Dr Stephen Dann
Join us as Dr Stephen Dann presents "Audience-Led Research and Action for Effective Social Change."
This masterclass overviews the philosophy and principles of social marketing as a lever for delivering social change. Understanding the needs of an audience has been the ‘heart and soul’ of marketing for decades. From the data driven insights of market research to the personal touch of the sales pitch, social marketing has used its collective knowledge of the motivations of individuals and groups to effectively persuade, engage and support social change across a wide range of health, social and cultural issues.
Audience-led interventions are at the heart of social change through social marketing. Social marketing, adapting the practices of commercial marketing, takes an end-user approach to understanding the needs of the individual when structuring social, health and behavioural change campaigns. Where research teams strive to create new
knowledge, and translate this into various types of campaigns and social change endeavours, the individual and their groups are needed to make the social change happen.
Dr Dann will outline the principles and practices of social marketing, from the philosophy of ‘audience-led intervention’ that combines evidence led outcomes with the subjective experience of the target audience. He will be drawing upon his recent work in applying social marketing to new contexts, and social media content classification for Twitter and Instagram to explain how to capture the audience driven insight to drive social
change. It also examines how the marketing philosophy of competition can guide better offers to encourage greater uptake of healthy behaviour.
Dr Stephen Dann is a Senior Lecturer in the Research School of Management, College of Business and Economics at the Australian National University. He has been recognised as one of world’s senior social marketing researchers by the National Centre for Social Marketing (UK) at the World Social Marketing Conference in 2008. He is a Senior Fellow of the Higher Education Academy (UK), and recipient of the Australian and New Zealand Marketing Academy Conference Emerging Educator award, the College of Business and Economics Education Innovation award and the Australian National University Vice Chancellor’s Citation for Outstanding Contribution to Student Learning. His research work has been published in Marketing Theory, Social Marketing Quarterly, and Journal of Business Research. In practice, he has consulted to alcohol harm reduction campaigns, mental health support and suicide awareness campaigns. He is also well versed in social media, internet marketing, and has research interest in the Twitter communication styles and social media presence of Australian state and federal politicians during election campaign periods.
This is a free event - all welcome.
RSVP by 10th July to bronwyn.hemsley@newcastle.edu.au
This presentation is supported in part by the Australian Research Council, Discovery Early Career Award to A/Prof Bronwyn Hemsley, Leader of the Health, Culture, Disability, Social Research Group and Convenor of the Disability Research Network at The University of Newcastle, on Social Media and Communication Disability. Dr Stephen Dann is a research collaborator on the UON led DECRA project “Tweet Reach: Use of Twitter by People with Communication Disability.”
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.