Transcript Social Marketing Workshop

NOSP FORUM
28TH APRIL 2010
Social marketing campaigns - the role
of advertising companies
What is Social Marketing?
Social marketing is increasingly being used
to achieve and sustain behaviour goals
on a range of social issues.
What are its key features?
The Ultimate Goal – Behavioural Change
• The ultimate effectiveness and success of social
marketing rests on whether it is possible to
demonstrate direct impact on behaviour.
• It is this feature that sets it apart from other
communication or awareness raising approaches,
where the main focus is on highlighting information
and helping people to understand it.
The dynamics of behavioural communication
To start or adopt a new behaviour
To stop doing something damaging
To prevent the adoption of negative or harmful
behaviour
To change or modify existing behaviour
BUT THE MARKETING/COMMUNICATION
WORLD BEGAN TO MUTATE !
We are living in THE SOCIAL AGE and brand
communication must recognise:
“ the necessity to adapt to the rapidly
changing “social” consumer”
FORRESTER RESEARCH
Connecting online, people
CONTRIBUTE, CREATE, COLLABORATE
as never before
HOW DO WE CRASH THE CONSUMER
CONTROLLED PARTY
Media Consumption
There has been a seismic shift in the way media is now
consumed.
People mix, blend, surf channels and create their own
because their relationship with media is now active and
not passive as it used to be.
People are no longer linear consumers of media.
Old boundaries have collapsed and communication is
now seamless - convergence rules
however…
Communication Channels And Formats Have
Exploded
Home
Digital
Video
Digital
Imaging
Gaming
Watch movies and TV
Managing money
Listen to music
Play games Send & receive photos and video
iTV
Browse the Internet Online shopping
Chatting
with Friends
Digital
Imaging
Audio
Download songs
E-mail
Fantasy sports
Shoot photos
and video
Download songs
Fantasy Sports
Fantasy Sports
Browse the
Internet
E-mail
E-mail
Talk to friends
Mobile
Electronics
Digital
Video
Working
Listen to Music
On-the-Go
Audio
Watch videos
Play games
on-the-go
Gaming
PC Broadband
Managing money
Shopping
Trading Stocks
Managing
Collaborating money
Trading Stocks
Digital
Stream
Wireless
Audio
Wireless
Mobile
Electronics
At Work
PC Broadband
The Fall Out From This New Landscape
This new digitally converged world has created two
scarce inter-related commodities :
Attention
Relentless communication onslaught makes it harder
than ever to get and keep people’s attention.
Communication that cannot rise above the clutter will
fail.
Engagement
Passive mass communication techniques must give
way to placing more emphasis on downstream
experiential/interactive activities that empower people
to tailor the brand experience to suit their own
distinctive needs.
Grabbing Attention
In future :
advertisers will have to earn people’s
attention rather than pay media owners
for it.
to earn people’s attention they will
have to provide people with information and
content that fit people’s individual agendas,
rather than their own.
they must deliver their brand promise through
an interactive experience
Creating Engagement
In the future it will be :
- pull rather than push
- pro-active rather than passive
- participation rather than
interruption
- people as media not just
audience
What Drives Engagement
Personal stuff, human stuff not marketing stuff.
People engage in communication when it provides
something useful, being entertaining, provoking
thoughts, reinforcing ego and status, making the
person feel more clever or better about themselves –
i.e. treating them as people not consumers, targets,
users and segments.
Branding, clarity, message take-out do not correlate
with engagement.
Challenging The Myth Of Brand Simplicity
The existing media neutral model assumes that the
brand is founded on one simple, single-minded
communication idea that is applied in a linear fashion
across different communication channels.
In the new world of convergence a non-linear
communication model is more appropriate where a
matrix of different channels is used to communicate
unique, self-contained brand messages that together
build into a bigger more complex brand narrative/ideal.
Welcome to the world of the polyphonic brand – it is
fluid, dynamic and above all multi-dimensional.
The increasing importance of behavioural
economics in the communication process
“ There is a big difference between asking someone
to move their arm a little to the right in a
supermarket and asking them to give up
smoking”
Rory Sutherland
The increasing importance of behavioural
economics in the communication process
It provides a better understanding for what drives
actual behaviour and can, therefore, help contextualise
what is most persuasive and engaging for people.
Factors that influence behaviour
The messenger
Incentives
Norms
Emotional association
Ego
Communication “triggers”
Loss aversion
We are more eager to avoid a loss than bank a gain.
Communication context
The power of channel preference and interface e.g. the
immediacy of text for young people.
Goal dilution
More successful when you promise to do one thing
well.
Communication “triggers”
Price perception
Price demanded of something can make us value it
more. Context determines value.
Choice architecture
This concerns itself with the process as to how people
gather information and how absolute value can be
crowded out by other influences. In other words why
we choose to buy a product in one set of
circumstances but not in another.
Communication channels
It is imperative to select the most efficient and effective
communication channels based on an in-depth
understanding of behaviour and its influences.
People look to those around them to guide their
behaviour and help them through change.
The internet creates powerful new opportunities for
communicators.
Communication channels
“Earned” communication opportunities, including
blogs and user-generated content, can be effective
ways to achieve social proof and peer group support.
“Owned” communications like call centres offer
valuable opportunities for providing face to face
support and personal encouragement that is such an
important part of the behaviour change process.
“Paid for media” channels are still important for
information and persuasion
Communication channels
Within the ecology of influences on human behaviour
we need to develop communication programmes that
seed, start or simply nudge a wider narrative amongst
our audiences.
This may mean we have to shift away from discrete
campaigns and embrace multiple messaging and
propositions that stimulate on-going relationships with
those we need to engage, for sustained and successful
behaviour change.
Developing interventions - a 5step
communication process
(1) Use market research to identify behaviours
(2) Understand the influences and influencers
(3) Develop segmented behavioural insights
(4) Develop communication objectives and
implementation brief.
(5) Establish success metrics and “count the beans”
Social marketing campaign effectiveness –
measurement and evaluation
low level measurement
high level measurement
Short Term
Analysis of
reach / ratings
as per media
plan
Qualitative
research –
audience
reaction,
insights,
perceptions
Campaign
tracking –
quantitative
research
tracking recall,
impact,
understanding
, call-to-action
Long Term
Analysis of
editorial
media
coverage
Audience
engagement –
calls to
information line,
SMS, website
hits, requests
for information
Q
Q Qualitative
Research
Changes in
Awareness
Knowledge
behaviour
audit or
Study
Observing
Behaviour
change
Health,
Economic
Social
outcomes
Communications Task at Each Stage
1. Awareness
Make audience aware of the importance of the issue.
2. Outreach
Educate audience about the issue;overcome barriers.
3. Engagement
Change audience attitudes.
4. Conversion
Get audience to change behavior.
5. Advocacy
Engage audience as active supporters.
Measuring
the
effectiveness
of campaigns
requires
explicit
agreement on
the campaign
aim and
objectives i.e.
is it to change
attitudes or is
it to get
people to do
something or
to stop doing
something?
• Best Practice in Campaign Evaluation
• Best practice for major public information, public
awareness or social marketing campaigns is to
conduct pre and post campaign quantitative
research.
• Quantitative Research
– the pre and post campaign research is conducted
with an independent market research company
via omnibus (i.e. included on a questionnaire
along with many other topics and usually
conducted face to face). Omnibus research is
deliberately nationally representative i.e. it is
based on quotas derived from CSO statistics.
Basically, a series of questions are asked before
the campaign and the exact same questions are
asked after the campaign.
- Quantitative research is also used for ‘standard’
campaign tracking. This seeks to measure ‘recall’ –
how many people recalled seeing the ad (N.B. this
is usually less than the actual number who will have
seen it based on analysis of the media research);
did they understand it; are they likely to be
influenced by the ad.
Most major research companies compare these
results with their ‘normative’ levels. They derive
a normative based on an analysis of all
campaign evaluations conducted.
• Qualitative Research
this type of research usually involves focus groups
and facilitated discussion. This research is most
useful to garner insights such as perceptions and
barriers and plays a primary role in the early stage
development of campaigns.
• Research Guidelines
International guidelines recommend that between 6 10% of a campaign budget is dedicated to research
both to inform and evaluate the campaign.
Alcohol
Mental Health
Cocaine
Obesity
Tobacco
The Do Brief - components
The task
Success criteria
Why is this brief here
What do we want people to do as a result of this
communication.
How do we expect the communication to work in achieving
this.
Who are we trying to influence
What are we trying to convey.
What will help people know this.
What will help people feel this.