Transcript This thing called social marketing

Elaine Wilson
Social Marketing lead alcohol
National Social Marketing
Centre
[email protected]
National Social Marketing Centre
What is social marketing?
National Social Marketing Centre
Social Marketing & Health-Related Behaviour
Social marketing puts the consumer at the
heart of policy, delivery and marketing
planning
Policy
Policy
Environment
Proposition
Insight
Experience
Delivery
CONSUMER
Access
Segmentation
People
Delivery
Integrated
Communication
Partnerships
Marketing &
Communication
Delivery
National Social Marketing Centre
Defining social marketing
“the systematic application
of marketing and other concepts and
techniques, to achieve specific behavioural
goals, for a social or public good”
French, Blair-Stevens 2006
marketing
and other
concepts and
techniques
systematic
application
for
‘social good’
behavioural goals
National Social Marketing Centre
Social marketing ‘customer triangle’
A simple device for highlighting some of the
key features of social marketing
With the ‘customer’
at the centre
or
citizen
consumer
client
patient
person
service user
etc
National Social Marketing Centre
‘Total Process Planning’ – TPP model
Scope
Develop
Implement
Evaluate Follow-up
A systematic and staged process
A deliberately simple and straight-forward process to help
“managing the complexity” within each stage & keep the process ‘on-track’
National Social Marketing Centre
Focus on the bottom line… behaviour!
What people actually do!



We need to become
obsessed with measuring
impact on peoples actual
behaviour ‘if you can’t
measure it, you can’t
manage it.’
Campaigns must have
defined success criteria and
robust evaluation
Awareness raising is step
one on the road to changing
behaviour
National Social Marketing Centre
The 4 primary ways to influence behaviour
DESIGN
EDUCATE
CONTROL
EXCHANGE
National Social Marketing Centre
The 4 primary ways to influence behaviour
CONTROL
DESIGN
EDUCATE
legislate, regulate,
enforcement
The ‘stick’
EXCHANGE
National Social Marketing Centre
CONTROL….
National Social Marketing Centre
The 4 primary ways to influence behaviour
set environmental & physical
context, service design,
availability, distribution
EXCHANGE
CONTROL
DESIGN
EDUCATE
National Social Marketing Centre
DESIGN…
National Social Marketing Centre
The 4 primary ways to influence behaviour
Give people what
they need, want, or value
‘What’s in it for me?’
The ‘carrot’
EDUCATE
DESIGN
EXCHANGE
CONTROL
National Social Marketing Centre
EXCHANGE…
National Social Marketing Centre
The 4 primary ways to influence behaviour
Raise awareness
Allow people to make informed
choices
DESIGN
National Social Marketing Centre
CONTROL
EXCHANGE
EDUCATE
EDUCATE…
National Social Marketing Centre
The 4 primary ways to influence behaviour
CONTROL
DESIGN
EDUCATE
Social marketing
considers how
to utilise each
area & get an
appropriate
balance
or ‘mix’
between
different
ways to
influence
behaviour
SUPPORT
National Social Marketing Centre
Key attributes of Social Marketing
1: BEHAVIOUR & BEHAVIOURAL GOALS
2: CUSTOMER UNDERSTANDING / RESEARCH
3: THEORY BASED & INFORMED
4: ‘INSIGHT’
5: ‘EXCHANGE’
6: ‘COMPETITION’
7: SEGMENTATION
8: INTERVENTION & MARKETING MIX
National Social Marketing Centre
Why are segmentation and insight
so important in social marketing?
National Social Marketing Centre
‘Competition’ our messages
my
attention
?
National Social Marketing Centre
‘Competition’
everyday life !
my
attention
?
National Social Marketing Centre
‘Competition’
my
attention
?
happiness
pleasure
fun / enjoyment
satisfaction
National Social Marketing Centre
Is choice always a good thing?

Unlimited choice can lead to choice
overload resulting in a worse outcome

In guiding people’s behaviour we need to
consider the effects of ‘choice architecture.’
National Social Marketing Centre
Is behaviour emotional or rational?




FACT
Our public health campaigns are usually
designed to appeal to the rational mind
FACT
The point of choice is arguably always
based on emotion (Damascio)
National Social Marketing Centre



We are marketing against
excessive choice
We need to develop services
based on real rather than
perceived need
Social marketing is potentially a
powerful tool which can help us
to achieve our objectives
National Social Marketing Centre
Hogarth’s
Gin Lane 1750
Drunk for 1 penny, Dead drunk for tuppance.’
National Social Marketing Centre
Newcastle 2009
‘Trashed’ night at the Attic…
“£1 entry 50p a drink – get nailed, battered,
done in and, well, proper f***ing trashed
If you’re legal to drive at 3am, we’ll refund
your entry because we’ve failed in our mission.”
National Social Marketing Centre
Thank You!
National Social Marketing Centre