The reason the blog posts have been slow in coming is that I have been focusing my time and words on a textbook for social marketing - nothing like you have seen before, trust me. We are in the production phase and my editor has suggested that we crowd source the picures that appear in the book.
SO here's the offer: Submit one or more images, high resolution please, to me before 9 August 2012 and your picture will be considered for publication in Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being and the Environment (Jossey-Bass, publication in early 2013). Images will be reviewed by Jossey-Bass editors to select ones that exemplify or support major chapters and ideas in the book (see below for some guidance with what those will be, though don't feel constrained by them either if you have something that you think really works).
All submissions will have to sign a release giving the publisher nonexclusive right to use the photos in any/all ways related to the book, in print or electronic, for no fee, and in foreign as well as domestic editions. You can retain rights to the images for your own use. In exchange your work will be acknowledged in the book and every photographer whose image(s) are included will receive a copy of the book.
For more information to guide your planning and selection of images, here are the chapter titles and an illustrative idea from each one.
The history and domains of social marketing - The core of the marketing discipline is achieving social goals by meeting people’s needs, helping them in solving problems and enabling them to achieve their aspirations for themselves, family and community.
Principles for social marketing - People who receive value from each other through meeting or anticipating each other’s needs in the exchange of products, services, experiences and ideas with other people in their social network are a marketing system.
The determinants, context and consequences for individual and social change - Social change programs need to consider more than one scale of reality at a time, including individuals, social networks, formal and informal organizations, markets and government regulations and policies.
Segmentation and competition - Market segmentation helps marketers decide what types of behaviors, products and services should be offered to various priority groups.
Moving from descriptions of people to understanding, empathy and insight - The challenge of developing effective social marketing programs is this: we need to have deep insights from our customers in order to apply disciplined imagination and creativity in collaboratively working with them to address their needs, problems and hopes.
The consumer experience as the marketer’s touchpoint - World-changing research sets a direction for the program, often one that nobody expects at the beginning.
Strategic positioning and brand - The challenge of creating a positioning strategy is finding one or more unique places where an organization’s strengths and abilities create more relevant value propositions to customers than what the competition can offer.
Marketing strategy development - What distinguishes a marketing approach from other ways of developing interventions and social change programs is the core focus on a strategy that delivers value or benefit as the person can experience it in their life.
Marketing mixes - If all one knows how to do is design and test messages, then everything becomes a communication problem.
Monitoring and evaluations - A social marketing program is, at its best, a series of well-informed experiments being conducted over time that are constantly checking, testing and refining elements of the marketing mix to meet the changing needs and realities of the priority groups as well as adjusting to the shifting contours of the physical, social, technological and political environments in which they are being implemented.
Personal and community engagement in change - Change agents need to be using marketing to improve services in our communities, not just designing messages and products, to initiate and sustain positive individual, community and social change.
Social technologies - The essence of social media lies in its intrinsic capability to facilitate collaborations and interactions among others.
Social marketing for dissemination and program sustainability - Stories can be a valuable way to communicate the social and human value of the social marketing programs and the experiences of staff, stakeholders and clients.
Innovation and management - Innovation is a process for us to learn as individuals and organizations how to take risks that enable us to create more value for the people we serve and the communities in which we live.
If you want to get some more ideas and insight into what we will be looking for, you might read through The Change We Need, An Integrative Model for Social Marketing and Transformative Social Marketing [pdf].
Yes, this is a real offer to have your photo published in a social marketing and social change textbook AND receive a free copy of the book when it is available. The deadline is 9 August 2012. I look forward to seeing your ideas about social marketing and social change come to life. Send each image to me at rcraig[dot]lefebvre[at]gmail[dot]com.