On this episode of the GovComms Podcast, contentgroup CEO David Pembroke speaks to the Founding Director of Social Marketing @ Griffith, Sharyn Rundle-Thiele. Joining us from Queensland, Sharyn is an expert in all things social marketing. Drawing from her background in commercial marketing, her current research focuses on applying marketing to benefit both people and the planet. In this conversation Sharyn discusses the true meaning of marketing and explains to us why it is one of the most misunderstood terms in the corporate world, and how we as communications professionals can learn to explain marketing to the world in the correct way. Sharyn also explains how effective good social marketing can be, using as an example a project that her and the team at Social Marketing @ Griffith worked on where they used social marketing to successfully reduce the death rate of Koala’s by dogs. Following on from this example, Sharyn shares with David and the audience some tips for creating a successful social marketing campaign, and how these steps can be incorporated into the work of all communications professionals. In the episode, Sharyn also shares with us how she feels digital technology has changed and evolved the communications professions. David and Sharyn finish off the episode focusing on the future of Social Marketing @ Griffith, and where Sharyn sees the organisation 12-18 months from now. To get in contact with Sharyn and the team at Social Marketing @ Griffith, visit their website where you can learn about all the courses that they offer on Social Marketing and find all their contact details. Discussed in this episode: Why is marketing such a misunderstood term? How social marketing can create behaviour change. Tips for creating a successful social marketing campaign.