Transcript Bacau_URBACT_presentation_what_is_social_marketing

WP 4: Updating the Barnsley Exchange.
Working on social marketing
What is social marketing?
What is 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
The Social Marketing Difference
Traditional Health Promotion
Problem
Product
Message
Communicate
Hoping the customer chooses to act
Social Marketing
Insight
Product Message
Measure
Conversation
Develop intervention (product) which is focused on the
customers needs –
and makes adopting the behaviour easier
The Social Marketing Process
• Robust focus on process, measurement and
evaluation – continuous improvement
The 8 Benchmark Criteria
1.
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3.
4.
5.
6.
7.
8.
Customer orientation
Clear focus on behaviour & behavioural goals
Informed by behavioural theory
Insight – what moves/motivates?
Exchange – increase benefits/reduce barriers
Competition – internal/external
Segmentation – targets specific audience groups
Mix of methods – right service for right people
A way to identify Social
Marketing
1. Customer Orientation
Puts the customer at the centre – seeks to understand the target
audience by using a mix of quantitative and qualitative research
Vox pops
Focus groups
interviews,
consultation
Diaries
Existing
research and
publications
and data
From selling what WE want…
From selling what WE want…
Health
To selling what our AUDIENCE wants
To selling what our AUDIENCE wants
To selling what our AUDIENCE wants
Convenient
Something for Me
Fun
Popular
Not as Bad
Easy
2. Behavioural Goals
We sell behaviours…
›Accept a new behaviour (plan to breastfeed)
›Reject a new potentially undesirable
behaviour (encourage young people to not start smoking)
›Modify a current behaviour (responsible drinking)
›Abandon an old undesirable behaviour (stop
smoking)
Behavioural Goals
› It’s about more than just telling – it’s about behaviour.
› Raise awareness of the ‘five a day’ message
Media campaign to inform the community
› Increase the number of people eating ‘five a day’.
Retailer partnership with incentives for people who buy
five portions of fruit and vegetables in their shopping
(encourages behaviour and provides a mechanic for
measurement)
› NOTE: Awareness is acceptable, as a step on the way to achieving behaviour
3. Behavioural Theory
When you know their behaviour
use behaviour theory PLUS
insight & experience to add
‘WHY they do what they do’….
Stages of Change
Where people are at…
Social Cognitive Theory
Maibach & Cotton, ‘95 & Bandura ’86)
Why they do what they do
Our behaviour is influenced by internal
and environmental factors. Internal –
knowledge, ability, desire, attitudes.
Environmental – resources,
availability, accessibility.
Pre-contemplation –
contemplation – preparation –
action – maintenance termination
Exchange Theory
How to get them to do something else
Win:Win Not just individual needs /
wants but what society allows. If
exchange is intangible – need to add
value / branding.
4. Customer Insight
›Taking what we know from the research as part
of the customer orientation – and turn these
learnings into “actionable insights”
›Find out what is going on in people’s lives to
help you design a solution – don’t always rely
on what people are telling you
›Ask yourself the simple question “How will this
insight help me change a behaviour?”
5 & 6 Exchange and Competition
›As part of developing the insight, need to
consider:
What are the costs and benefits of adopting a
new behaviour?
What/who else is competing for your audience’s
time, attention and inclination to change?
Influences on the consumer
Lifestyle Factors
Social Context
Stress
Society
Physical Activity
Communities and
Neighbourhoods
Diet
Consumer
Sexual Behaviour
Family and Friends
Drug Use
Direct &
Indirect
Impact
Individuals
Smoking
Wider Determinants of Health & Wellbeing
Neighbourhood renewal
Employment
Transport
Environment
Education
Economy & business climate Inequalities Housing
Regeneration Crime & fear of crime
Arts & culture
Leisure activities
Community development & involvement
The Rational Exchange
Is most often internal:
› Psychological cost
› Social cost
› Financial cost
› Physical cost
› Time cost
› Psychological benefit
› Social benefit
› Financial benefit
› Physical benefit
› Time benefit
Incentives to reduce or increase
Understanding the competition
‘our’ mission & messages
Understanding the competition
Everyday life
Understanding the competition
Reality check
Bring real benefits to the present
›Health isn’t seen as an important
issue to most consumers, it’s taken for
granted
›People tend to chose what’s best for
them in the short term
›People ignore long-term implications
Often what we offer can be:
•Boring
•Difficult
•Lonely
•Can you offer something:
•Fun
•Easy
•Popular
Public Health Campaigns
›Often focused on getting people to:
–Stop doing what is fun, easy, popular
–Add a new hassle into an already
hectic life
May be the opposite of current
prevailing behaviour
Offers benefits in the distant future
–
–
Marketing recognises
›People’s desire for fun, easy and
popular
›Easy: fitting in with daily hassles
›Need to increase benefits, decrease
barriers
›Appeals to immediate self interest
7. Audience Segmentation
› Ideally we would communicate with every person individually –
but this is not cost effective or practical!
› Segmentation divides an audience into groups which behave in
the same way, or have the same needs – so that interventions
can be tailored to suit.
› Segments can be prioritised based on a number of factors:
those in need of most help, most likely to respond, quantity,
health needs etc
› Enables us to focus the people/groups critical to the success of
the program
Segmentation Variables
Demographic
Age
Gender
Life stage/Marital Status
Sexuality
Income
Occupation
Geographic
Education
Religion
Race
Generation
Nationality
World, region or country
County region
Postcode
City / inhabitants size
Density – urban rural
Home type
Home ownership
Climate
Behavioural
Psychographic
Occasions (regular, social)
Benefits (quality, service, convenience)
User status (non user, ex user, potential..)
Usage Rate
Loyalty status
Readiness stage
Attitude towards product
Social Class
Motivations
Aspirations
Lifestyle
Values
Beliefs
Attitudes
Personality
Adapted from Kotler, Roberto, Lee (2002)
Classifying consumers by postcode
Example Lifestyle Group : Ties of Community
Key Features
• Young couples
• Children
• Family close by
• Older houses
• Small industrial towns
• Traditional
• Close knit
communities
• Working family tax
credit
• Inactive lifestyles
Communication
• Receptive – Communal centres, Red top newspapers
• Unreceptive – Heavyweight magazines, Broadsheet
newspapers
8. Methods mix and interventions
› It is not ONE activity but a mix of interventions and methods
that is tailored to the audience we are working with
› The key is that this intervention is based on where our
audience are now in reality not where think they are or
should be
› The interventions are tailored to the outcome we want to
achieve –
Positive behaviours = increase incentives and remove
barriers.
Problem behaviours = reduce benefits and add barriers
In any marketing mix, the key is ‘What’s in it for me?’
– We need to offer benefits and incentives
relevant to our audience
Methods mix and interventions
DESIGN
SUPPORT
CONTROL
set environmental & physical
context, design, engineer,
availability, distribution
INFORM
SUPPORT
INFORM
DESIGN
provide a service support
& respond ‘give people what
they need, want, or value’
CONTROL
INFORM
CONTROL
SUPPORT
inform, advise, build
awareness, encourage,
persuade & inspire
DESIGN
CONTROL
legislate, regulate,
enforce, police, require,
set standards
INFORM
DESIGN
SUPPORT
For example – childhood obesity
Educate
Design
Motivating materials
Peer led activity
Curriculum
Branding
Through partners
Cycle paths
Walking shelters
Play areas
Local food co-ops
Growing facilities
Support
Control
Parents Toolkit
Activities
Recipes
Cooking skills
Price promotions
Ban advertising of junk
food
Labelling
Remove excess salt
Evaluation
• If you can’t measure it should you be doing it all?
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10.
Create a Test-Learn-Refine culture
Proportionate evaluation budget allocation
Start the process early
Clarity of social marketing objectives
Build behavioural change hypotheses to drive the evaluation
thinking
Evaluation measures to include a ‘line of sight’ to behaviour
change
Use a range of measures
Adopt a consistent and rigorous approach to evaluation
Maximise evaluation learning from negative sources
Question activities that cannot be evaluated
Social Marketing at work: the Lidingo
case
› Use the 8 benchmark criteria to assess a new or
›
existing project
Lidingo case
– Problem: not enough older people attending a new venue for
social activities
– Questions we asked:
» Who is your audience?
» What do you want them to do?
» What are the barriers?
» Could you offer incentives?
» What’s going on in their lives? What’s the
competition?
» How can you make it fun, easy, popular?
» If you started the process again, would you have
done the same thing?
Thanks