The Rand Corporation, not ever known as a repository for social marketing thought or activities, has decided that social marketing should be part of the military toolbox in Iraq [and we are not talking about the pretensions of the social network marketers]. In the report released this week, Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation, they look at using marketing approaches within the context of 'shaping,' or developing strategies and tactics that limit opponent options or increase friendly force options in battle. Recent analysis of field requirements and joint urban doctrine has expanded the concept of shaping to include influencing resident populations in military operational theaters. These populations constitute a significant component of stability operations, particularly through their decision to support friendly force objectives or those of the adversary. Their recommendations for "using marketing in war zones" include:
- Branding. Just as people think “safety” when they think of Volvo automobiles, the U.S. military needs to establish a strong brand identity that is consistently communicated through all U.S. force actions and messages. U.S. forces entered Iraq with a “force of might” brand identity ill-suited to earning local support. The armed forces should craft a new brand identity that incorporates their civilian shaping mission into their war-fighting role.
- Instilling customer satisfaction. The armed forces should manage civilian expectations by not making promises they can't keep. They also should monitor civilian satisfaction through town hall meetings and other venues to continually improve operations and services.
- Customer-informed decision-making. Occupying a foreign territory automatically makes U.S. forces a target of resentment, but the U.S. military can help reduce this by making sure civilians are consulted on governance, civil affairs and reconstruction projects. Problems can ensue when U.S. and allied forces assume they know what the local civilians want, much like American businesses that mistakenly adopt an “if we build it, they will come” strategy.
- Harnessing the power of influencers. Many U.S. businesses have blogs or journals written on the Internet. Often, these are written by employees who follow a set of guidelines but are allowed to both praise and criticize the company. Criticism gives the bloggers a dose of credibility. Blogging provides a unique opportunity for indigenous civilians and government employees to express their opinions relatively safely and anonymously on the Internet without the risk of being killed by insurgents.
- Social marketing. In order to get civilians to cooperate with coalition forces, the U.S. military needs to identify and emphasize the benefits of doing so in a way that motivates the population. For example, providing tips on insurgents can improve civilians' safety, if safety is a motivating benefit.
[excerpts from the news release]
Social marketing is the application of well-grounded commercial marketing techniques to influence noncommercial behavioral change (e.g., quitting smoking and giving blood) in a target audience. Social marketing practices provide a template for U.S. military efforts to
motivate specific behaviors in the indigenous population. [from the Executive Summary, pdf file]
That's what happens when people read one introductory textbook on the subject. From MySpace to Iraq; maybe it was better with a lower profile, or is it time to step up?
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