New Blog on Community Based Social Marketing
Hey ERs!
Please look up 'community-based social marketing' on Google. Respond with 3-4 sentences
about what CBSM is, an example of how CBSM was used, and how you think it might help with a specific Eco-Rep action.
You will be brainstorming ideas with your campus on Monday!
posted by UVM Eco-Reps Program Coordinator @ 4:28 PM
37 Comments:
Community based social marketing is the systematic application of marketing, within a community that is used to achieve specific behavioral goals for a socially good cause. This is used to promote behavior change and is most affective because it involves working closely with a group of people that you get to know. I think that we can use this as Eco-Reps by focusing on small achievable behaviors that people will be responsive to, such as turning off your lights when you leave a room. It is much easier to target a large group of people with something simple that they can achieve than bombarding them with ideas such as installing solar panels.
Community-Based Social Marketing includes the concept strategy of turning attitudes into action.
“Community-based social marketing (CBSM) is based on social service research that proposes that behavior change is unlikely to occur merely as a result of increased information—an informational strategy is not enough. CBSM sees human behavior as a complex mix of individual feelings, social interactions, and cultural practices. CBSM methodically identifies and removes the barriers to positive behavior and simultaneously heightens the rewards and benefits of the positive behavior. For environmental initiatives, projects focus on communities to make an impact.”
- http://www.suite101.com/content/environment-and-communitybased-social-marketing-a113355
An example of CBSM is:
20/20 The Way to Clean Air involves individuals in the Greater Toronto Area in reducing home energy use and vehicle use by 20%. It asks participants to make a small commitment (some easy-to-do activities done for a period of two weeks), leading to a larger commitment (longer-term, greater cost savings actions), and connects them with programs and services that help them succeed.
Source: http://www.toolsofchange.com/en/case-studies/
It can help with a specific action for Eco-Reps because it can help students who are less motivated to practice environmentally friendly habits. It can start them on the small scale and they can work their way up. This will work in such a way that they are not doing that much at first and as the rewards of living such a lifestyle come through, the student is then motivated to take it a step further.
Community based social marketing is research based within the social sciences that demonstrates that behavioral change is most effectively achieved by through community-level initiatives.
The fours steps so CBSM are:
1)identifying barriers and benefits of an activity
2)develope a strategy that utilizes "tools" that have been shown to be effective in changing behavior
3)pilot the strategy plan
4)evaluate outcome of the strategy once it has been implemented.
-Livy
CBSM stands for "community based social marketing", a technique used to foster sustainable behaviors by breaking down barriors that might inhibit poaitive change. It provides effective tools and strategies that focus on promoting change at the community level through direct people to people contact. One supermarket used the CBSM approach to encourage customers to buy environmentally friendly products. I think CBSM could be used to help encourage people to reduce and reuse.
Community-based social marketing is based on social science research that indicates that behavioral changes occur on a community level by removing barriers to and simultaneously enhancing specific activities. Education and marketing can only be so effective; community-based social marketing works to alter the trends of entire communities by changing the way activities are seen and accessed. A local example of CBSM is the One Less Cup campaign on campus. As we recently talked about in my ENVS 151 class, up to about 5 years ago it was normal to carry plastic water bottles on campus. Students collaborated on the One Less Cup campaign to make it easy to have and use a refillable water bottle. Since then, plastic bottles carry a certain stigma with them on campus. I think that Eco-Reps serve as trend-setters in making these specific CBSM projects popular, while working through the red tape with faculty and staff of UVM to make these changes easily possible.
-Nancy Jones
CBSM is a particular path of education that evaluated and practices through a community. It states that change is most achievable through local, community-based initiatives. A good example of this is 350 work day - 10/10/10! This is a global interest that is going to be practiced and experienced locally all over the world in small communities. The eco-reps can make a difference using this principle by creating a loud voice and more visible presence! (more interaction and physical/tangible presentation.
Community based social marketing is the use of marketing methods for societal improvement. This is used in the community, where direct contact and effectiveness is found. This was used in a campaign to increase "bear smart" practices in communities, where bears and human habitats overlap. This could be used in EcoReps in marketing practices that could be widely adopted but are not yet popular, such as composting or use of laundry racks. Showing people that others do it in their community would be very effective in changing their practices.
"Community Based Social Marketing" is a marketing strategy that promotes socialization and interactions with the surrounding communities. This marketing strategy is based off the idea that providing information in marketing simply isn't enough, and that to further the success of the project one must become involved with their surroundings. It seems to be a well thought out and effective technique that truely involves the needs of the community, while at the same time trying to help the community benefit sustainably from whatever is being marketed. One example of past projects is the California LEAN project which took place in 1999 and was established to promote healthy eating and exercise among low-income Californians. (http://www.phi.org/pdf-library/ProjectLEANExperience.pdf) It proved be an overall success because the project allowed different communities to develop in different ways that best suited them. I feel as if there are many opportunities on campus where this approach could work quite well as long as it is executed in the right way.
Respond with 3-4 sentences
about what CBSM is, an example of how CBSM was used, and how you think it might help with a specific Eco-Rep action.
Community-based social marketing is based on research of a society from the psychological aspect, indicating that in order to successfully bring about behavior change, you must do it at the community level, with direct contact with people. CBSM was used in Wisconsin when they organized a presentation to foster sustainable behavior as a community. This method will definitely be helpful with our actions as an Eco-Rep, allowing us to talk directly to our peers about environmental issues.
Community-based social marketing is a marketing technique for sustainable behavior that engages with the community in a hands-on manner. Community members are actively involved in the idea that is being campaigned, which enables them to experience the benefits of the idea that is being marketed. The reasoning of this technique is- if community members take part in the behavioral change (that the marketers are working towards) and they realize the benefits from first-hand experience, they will be likely to carry out the change. An example in which CBMS was used was during a study to encourage electricity use to be reduced below the norm in the City of San Marcos, California. Information sheets were posted on the doors of houses, providing tips of how to conserve energy and the benefits that come along with doing so. The houses were monitored for three weeks. After the first and second week the houses were informed and graded on their energy conservation. They were informed of their progress once again by a posting on their doors. Overall, households with higher-than-average electricity use at the outset of the campaign had reduced their electricity use by 6.0 percent. I think that this technique is a great one to implement in our goal of promoting sustainability on campus. We can use this technique during the upcoming bulb exchanges.
Community-based social marketing is a marketing technique for sustainable behavior that engages with the community in a hands-on manner. Community members are actively involved in the idea that is being campaigned, which enables them to experience the benefits of the idea that is being marketed. The reasoning of this technique is- if community members take part in the behavioral change (that the marketers are working towards) and they realize the benefits from first-hand experience, they will be likely to carry out the change. An example in which CBMS was used was during a study to encourage electricity use to be reduced below the norm in the City of San Marcos, California. Information sheets were posted on the doors of houses, providing tips of how to conserve energy and the benefits that come along with doing so. The houses were monitored for three weeks. After the first and second week the houses were informed and graded on their energy conservation. They were informed of their progress once again by a posting on their doors. Overall, households with higher-than-average electricity use at the outset of the campaign had reduced their electricity use by 6.0 percent. I think that this technique is a great one to implement in our goal of promoting sustainability on campus. We can use this technique during the upcoming bulb exchanges.
Community based social marketing is basically a way to put an idea, activity, or plan into action and continue to be successful by getting people and communities involved. This is done by understanding the barriers to your plan, making a plan to help change peoples behaviors, putting this plan into action, and determining whether it was effective or not. Composting on campus is an example of where CBSM has been used. A barrier of composting is not a lot of people are knowledgable on the subject. The plan to change behavior is through education of composting and is put into action through programs like Eco-Reps. Eco reps could use CBSM in order to lower our energy consumption by educating students on how much energy they consume through everyday actions and the environmental consequences.
Community based social marketing is a way to reach your peers more actively and successfully via initiatives that are enacted at the community level. This, as opposed to simple marketing, or advertising, is a way to get the entire community involved in a meaningful topic. CBSM is a technique used in shopping markets, where diagrams are placed in aisles to emphasize the importance of buying recycled items; getting at the people and showing the significance of their buying dollar and how THEY make an impact.
This could certainly be of use to the ER's in that community relationships are what can drive success as a whole. We, as ER's, have little power over residents, but if we empower our peers and bring them together, we can make a difference. A specific example would be to appeal to your hall-mates at a community meeting and ask them to switch to local vendors for their in-home snacks; showing them how they each make an impact - especially if they all switch as a COMMUNITY.
This is a fun one for me, the business major! Let's start out with the whole "social marketing" bit. The name pretty much says it all: it is the marketing of social issues. You are trying to "sell" somebody a concept, which, in our case, is sustainable living. In order to get somebody on board (selling), one must address to their target audience in a way that appeals to their own interests and concerns. The goal is to break through to an audience in hopes that they might act to fight a social issue.
Now on to that "community based" fun. Let's face it: none of us have an S on our chest. There is only so much we can do and only so many people we can reach, so we must focus on influencing those people to whom we have the closest connection (i.e. our community).
There you have it! That's Community-Based Social Marketing! Terribly sorry that the explanation is well over 3-4 sentences (this little spiel at the end isn't helping for length, either). ONE MORE THING! Check out this site: http://www.cbsm.com/public/world.lasso
It's a barrel of fun times.
I found a great website that described CBSM as an effective way to influence behavior change because it involves the community and focuses on contact with people (versus traditional marketing which only puts information out there but doesn't actively engage with the audience).
This particular site used an example of CBSM in action as a campaign for individuals to become "bear smart" (i.e., create a society where bears and humans can safely coexist). The "tools of behavior change" mentioned to effectively educate the public about safe bear practices as well as influence behavior change included: creating a public community commitment for change (such as signing a pledge), developing prompts for community behavior change (like signs to remind people of certain practices), making the preferred behavior a social norm, increasing communication, creating incentives, and evaluating the progress of the CBSM.
Source: http://www.bearsmart.com/becoming-bear-smart/community/education/community-based-social-marketing
Community-based social marketing relies heavily on research in social psychology where the promotion of a desirable behavior can only be achieved by its target audience through direct contact on a community level. An example of how CBSM was used occurred at Pacific University where a university-wide green office campaign was implemented to promote recycling,paper reduction, and environmentally preferable purchasing. CBSM has the potential to help with all the actions of Eco-Reps, especially in regards to the issue of composting in residence halls.
Community Based Social Marketing uses social phscology research to promote behavior changes at the community and individual level. It relies heavily in media advertising to create public awarness and understanding issues. In many cases CBSM is used in communities to promote sustainability. In California the regional agencies of the LEAD project, whose goal was to promote healthier living used social marketing as an approach to the planning and execution health behavior change in a community. CBSM is great strategy or tool for Eco-Reps to help change the behaviors and mind-sets of our audiences. We can work with are residents to change thier behavior about being sustainable or 'geen' through CBSM.
Community- based social marketing is a way to change people’s behavior at a more relatable level. It involves figuring out specific obstacles that people face in order to change their ways. By working at a community level it creates more of an understanding of why a change is beneficial and thus leads to a higher rate of change in behavior.
An example of this can be seen with the Reuse-Reuse-Respork campaign right here on campus! Students are taught that by reusing a spork reduces waste. At the same time they are given a discount at the Market Place (an incentive), which promotes the using of the spork.
The CBSM method would be good to incorporate with our composting mission. By having composting events that show the benefits of composting rather then people just thinking of it as the gross smelly fly ridden buckets in the trash room may encourage composting.
community-based social marketing is an alternative way to convince people to change their behaviors. unlike advertising and marketing, these try to convince you with idealistic images and mostly intangible 'benefits' that a product would induce. community based social marketing, however, aims to change behaviors by removing barriers that would otherwise prevent social benefits - such as encouraging reasonable commitments, changing social norms and offering incentives. these marketing tactics are supposed to be used for the benefit of society as a whole, not for the profit or benefit of a select few.
CBSM is a concept based around the idea that change is brought on most effectively through means of working with a community on it's own level. That is, by breaking down barriers that curb shifts from the status quo and by shying away from spouting facts and cold information that leaves people feeling alienated and helpless.
A good example of this was the 350 global work party day that happened all over the Burlington community yesterday. These workshops were teaching people to live more sustainably in a CBSM manner.
I think it would be great to implement CBSM into a workshop to teach not only residents, but everyone who handles waste at UVM, how to recycle and compost properly. It's still an issue.
Community based social marketing is a method used to turn ideas into action. The method scientifically suggests that in order to change people's behavior, it is most effective to approach them personally and directly speak to their community. Regular marketing tactics, like advertisements, raise awareness about an issue but they do not necessary convince one to change their behaviors.
CBSM was used at a the Milwaukee Irish Fest to encourage people to recycle and use reusable cups. Vendors agreed to give refills at reduced prices encouraging to keep and reuse their cups . There were also waste reduction-themed games at the festival educating people of all ages about the impacts of reducing waste.
Eco-Reps can CBSM in order to make change in their buildings as well. The light bulb swap is a great example. We are personally getting involved, going door to door meeting people and educating them about the benefits of using CFLS.
Community-based social marketing is a method of influence to alter behavior. It follows the idea that behavior change mechanisms work best at the community level and involve direct contact with people. The Bear-Smart Society used CBSM to foster sustainable bear-smart behavior by creating visually interesting, well-placed signs and prompting first small, and then larger commitments from people. I think that CBSM could be a very effective method we could use as Eco-Reps. For example, prompting people to get rid of bottles; starting with small, frequent, colorful and interesting signs about bottled water that they can relate to; handing out stickers and such, and moving towards creating people to pledge to stop using bottled water, or to buy a reusable bottle from us, for example. Starting small and building, and making the issue relatable are important.
From the site I checked out, community-based social marketing has been defined as a way social psychology is used to promote certain behaviors in a community environment. In order for CBSM to work pilot "test runs", framing issues, and including incentives in the process usually results in positive results. An example of CBSM is how energy conservation was promoted (when given CFLs and information on energy use, many individuals changed how long they would keep lights on, etc.). As eco-reps, we could promote alternatives to hyper-consumerism - with the promotion of thrift shops and reusing what they already have.
CBSM is a tool to foster change based on the book "Fostering Sustainable Behavior". The basis of CBSM is that behavioral change happens through community projects and direct contact with people. One example is an "Anti Idling Campaign" in Mississauga. I think CBSM methods could work in any Eco Rep action. Specifically, by getting more volunteers at waste sorts, Eco Reps could combat the contamination problem in compost and recycling.
Community-based social marketing is a tool used to foster sustainable practices within a community. It is focused on changing individual behaviors by working on a small scale and removing barriers that might be keeping people from adopting new behaviors. It requires encouraging behaviors such as commitments, challenging norms, good communication, and personal incentives.
Community-based social marketing is a method of encouraging behavioral change by working on a local and individual level. It relies upon good communication to break down barriers that may be preventing people from adopting more sustainable practices. Good social marketing encourages commitment, prompts, and incentives. It also requires challenging social norms.
Community-based social marketing is a type of marketing that is used to promote merit goods (i.e. wearing a seat belt) or to make people avoid demerit goods (i.e. smoking in public areas). In contrast to other types of marketing, the motivation of CBSM is to improve society as a whole. In respect to the environment, CBSM could be used to encourage people to recycle, compost, shut their lights off, avoid bottled water, and countless other things. This type of marketing focuses on influencing the behavior of society, not solely encouraging them to buy more and more things.
Community based social marketing promotes behavioral changes (which are the cornerstone of sustainability) at the level of a community's activity. It is used instead of more large-scale, information-intensive social campaigns in hopes that social changes will take place faster and with more frequency across populations. Studies have shown that a huge influx of information rarely affects behavior in the long run, and that removing the barriers to change is far more effective. An example would be if Eco-Reps were to try to make students dispose of their E-Waste properly, we would do research on what the barriers are on proper disposal (why people aren't doing it), plan an event accessible to the whole community, and then spread the word via a socially friendly network such as Facebook.
Community based social marketing demonstrates that changing one's habits can be achieved through a community level much easier than on a single-person basis. Doing as a community is much more motivating compared to the single-person basis.
Anti smoking campaigns are an example of community based social marketing. Quitting smoking is something that can be very challenging for one to do on his own. However, when a community of people are all trying it at the same time, it can become quite effective.
Community based social marketing can help make the job as an eco-rep easier and more rewarding. If we create communal events devoted to ways of reducing footprints, people will become more active with it. For example, making a community clothes line so that students aren't wasting electricity on energy sucking drying machines. If everyone is doing it together, it becomes a social norm.
Community-based social marketing focuses on behavioral change through community level initiatives and contacting people directly while trying to remove an activity's barrier and enhancing its benefits. An example of how it was used is San Marcos, California, where researchers focused on neighborhoods' energy levels; they handwrote the amount of energy that a household wrote and compared it the other households in the neighborhood, and also printed information on how to conserve more energy. The researchers left smiley faces attached to the doors of the households with the best energy conservation, and sad faces of the households with the worst energy conservation. Ultimately, there was a significant decrease of energy usage in the neighborhood. I believe that this could be applied to eco-rep project with a similar San Marcos project, where we compare dormitory energy use and inform the students about who conserves the most energy and how to conserve more energy, etc.
Community-based social marketing seeks to invoke behavioral change through initiatives based at the community level, person-to-person. Media advertising is limited in its effectiveness because it lacks the intimacy of direct personal contact. An example of CBSM is when shoppers are asked to make a written commitment to shop for environmentally friendly products. Prompts may be employed through Eco-rep work, for example, by using stickers on light switches saying "Conserve energy!" -Martine Wong
CBSM is a way to target a behavior and improve it at a community level. An example of CBSM could be to promote the use of public transportation. I think that it can definitely be used to help with all topics Eco-Reps address.
I am really sorry that it took me so long to do the blog response. Community-based social marketing for me is a hard topic to understand even after looking up different website sites about it. Community-based social marketing is the merging of social and environmental psychology ideas. The social idea helps promote changes in behavior to improve public health etc. CBSM helps alter human behaviors in at a community level.
Community-based social marketing is a way to change social behavior by examining barriers to an activity to break them down, and encourage the benefits of different behaviors. This is community-based; it means taking action in a personal hands-on way. It can be used in many ways. For example, becoming "bear smart", or behaving to create a safe environment for bears and people (in ares where bears live). This "Bear Smart" organization identifies barriers that prevent people from performing bear-safe behaviors.
CBSM is very important for Eco-Reps for many reasons. It is a great way to effectively communicate our goals to our target audience. For example, in the case of plastic water bottles, it's important that we realize WHY people keep buying the bottles. Then, we must present our reasoning in a way that encourage people to stop buying bottled water.
Community Based Social Marketing is a way in which you can examine and eventually alter a behavior through social marketing technique. By selecting a very specific and narrow behavior, the more thorough your social marketing technique can be. In light of the campus behaviors, working towards the understanding of compost or the problems with plastic water bottles, the use of surveying, signage, or educational programs can allow for a change in behavior.
-Sarah Lundy
Community-based social marketing is an attractive alternative to information-based campaigns.
Community-based social marketing is based on the theory that behavior change is most effectively achieved through initiatives delivered at the community level, specifically focusing on removing barriers of an activity while also enhancing the activities benefits.
One example of CBSM is promoting and informing customers of environmentally responsible goods and seeing if the information has any impact on consumer choices.
Community-based social marketing is based on the idea that in order to change the behavior of a large group, the best method is direct involvement and contact with people at a community level. One example I found of CBSM was a project done in California to try to collect and recycle used motor oil, because a survey was done and it was found that a significant percentage of people were disposing of the oil improperly. Information on oil recycling was distributed regularly through radio, television, print, and billboards, collection centers were set up, and weekly collection events were organized, where there were giveaways of free oil storage containers. There was a significant increase in the amount of motor oil the centers were collecting and recycling. I think CBSM would be very effective for an eco-reps action because students are much more likely to change their behaviors if they are told how to change and the benefits of doing so.
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