Social Marketing East on the Move

Transcription

1 Social Marketing East on the Move

2 CSP & social marketing Experienced strategic marketing managers who understand the principles of market research, innovation testing and growth. Who can apply the principles of social marketing and behaviour change to influence and educate partners on how a programme, product or approach is delivered locally. Sport England

3 Active Essex Our mission is to get 1 million people active by driving and sustaining participation in physical activity and sport. Drive & Sustain Participation Focus: More people in Essex being active, taking part and living healthy and active lifestyles Improve Health & Wellbeing Focus: Change behaviours to reduce inactivity and make a real impact on physical and mental health and wellbeing. Develop Individuals & Organisations Focus: Enable people and organisations to develop skills, achieve goals, ambitions, and maximise their potential. Strengthen Localities, Communities & Networks Focus: Lead, develop and drive the Eco-system across Essex, raising the profile and impact of physical activity and sport. 25/09/2018 3

4 25/09/2018 4

5 25/09/2018 5

6 Who are we? Established by the Department of Health in 2006, The NSMC is a centre of excellence for social marketing and behaviour change. Our Mission To maximise the effectiveness of behaviour change programmes. A social enterprise since April 2012, we do this for a growing number of organisations through provision of strategic analysis, advice, support and training.

7 Behaviour change equation P = S&K + I C + M&I + Env 25/09/2018 7

8 What is social marketing?

9 Focus on behaviour

10 Fun. Easy. Popular Three social science determinants: - Perceived benefits (fun) - Self-efficacy (easy) - Social norms (popular) Boring. Difficult. Lonely 25-Sep-18 10

11 Social marketing is: A planning approach that is used to influence people s behaviour These behaviours provide benefit for individuals and society as a whole It can help to design products and services that are more customer-centred

12 Social marketing approach

13 ISM Model and Active Essex 13

14 Social marketing example My child is always safest in my arms God decides when to take my baby

15 Social marketing example Blessing car seats Car seat use increased from 21% to 73%

16 Increasing the use of car seats Support Priests directly bless car seats Design Car Seat Inform You are doing what is expected in the eyes of the Church Control Subsidy for car seats Fine for non-compliance

17 What can you offer me that is better than what I m currently doing? Benefits Behaviour Change Barriers

18 Try it Work in pairs Think about a possible behaviour change in your life How can you make if fun, easy and popular?

19 The key elements of social marketing

20 Insight Segmentation Do I see things from my audience s perspective? Exchange Competition Am I clear about what I would like people to do? Am I using a combination of activities to encourage the desired action? Do the benefits of change outweigh the costs or barriers? Behavioural goal Behavioural theory Support Design Inform & Educate Control The key concepts of social marketing

21 The NSMC s Benchmark criteria 1. Customer orientation 2. Clear behavioural goals 3. Developing insight 4. Audience segmentation 5. Theory based 6. Competition 7. Exchange 8. Methods mix

22 The audience s perspective Insight Segmentation Do I see things from my audience s perspective?

23 Anais Nin We don t see things as they are; we see them as we are.

24 Determinants

25 Determinants Internal eg. the perception that my child may get kidnapped while out playing External eg. there are more cars on the road and it is not safe to play on the streets Can we influence them? Finding the key determinants is at the heart of social marketing

26 Research techniques

27 Importance of local knowledge

28 Observation example: Hand hygiene

29 What was observed: 1. Its like Piccadilly Circus here 2. The lady with the trolley 3. Where was the entrance? 4. The maintenance man 5. What lovely curtains 6. Is the bottle empty? 7. Oh hello have you come to audit us? Never assume anything it s important to talk but its more important to see!

30 Customer Journey Mapping Qualitative technique to understand the journey customers go through Looks at touchpoints within service that might be key in influencing behaviour Helps to identify patterns in interaction with customers Look for opportunities and barriers Identify where a poor service is being experienced

31 Behaviour journeys 31

32 Behaviour change theory

33 Stages of Change Action Making changes Precontemplation Sees no problem. No intention to change Preparation Wants & feels able to change Contemplation Ambivalent about will & ability to change Relapse Returned to old behaviour learning opportunity Maintenance Maintaining the change Established change No longer tempted 33

34 Segmentation Recognising that one size does not fit all is a key part of seeing things through the eyes of our audience It involves grouping people by common features (geographical, demographic) or characteristics (needs, behaviours and attitudes) so we can: Target our efforts on prioritised groups Ensure our interventions meet specific customer needs Ensure efficient use of resources (better results, less wastage)

35 Quiz time Male Born 1948 British 2 nd marriage Affluent Well known family Organic farmer & sceptic of modern architecture HRH Prince Charles Rock Star & bat decapitater Ozzy Osbourne 35

36 Drink driving segmentation 36

37 Essex s challenges 1. How do we co-ordinate the selection of target audiences and segments 2. How do we share insight with our partners? 3. How do we focus a co-ordinated approach on which behaviours to change, and how 37

38 Benefits & barriers Exchange Competition Do the benefits of change outweigh the costs or barriers?

39 What can you offer me that is better than what I m currently doing? Benefits Behaviour Change Barriers

40 Exchange Barriers Benefits

41 A combination of activities Support Design Inform & Educate Control Am I using a combination of activities to encourage the desired action?

42 Methods mix Support Design Inform Control

43 Behavioural insights Medicare! Donuts 43

44 Brushing your teeth 44

45 Habits habit cue benefit 45

46 Creatures of habit 1. Simple & obvious cue 2. Define the reward 3. Satisfy the need 4. Trigger routine 46

47 Audit Checklist /10 Good use of behavioural insight /10 Segments audiences effectively /10 Sets SMART behavioural goals /10 Good analysis of the competition /10 Demonstrates clear exchange /10 Demonstrates effective stakeholder engagement /10 Demonstrates effective use of behavioural theory /10 Effective Marketing Strategy & Marketing Mix /10 Demonstrates clear behavioural impact /10 Demonstrates effective use of resources 25-Sep-18 47

48 Strategic social marketing Essex s challenges 1. How do we share insight with our partners? 2. How do we co-ordinate the selection of target audiences and segments 3. How do we focus a co-ordinated approach on which behaviours to change, and how 4. How do we help partners offer a compelling exchange? 5. How do we ensure an integrated intervention? 6. How do we ensure a consistent evaluation approach across our partners? 48

49 Behaviour change equation P = S&K + I C + M&I + Env 25/09/

50 More information 25-Sep-18 50

51 CSP training - 16 th &17 th October We have all gained an enormous amount from our two days with you and we're looking forward to putting it all into practice. (7 days after 2 day training course) We are using the techniques that you taught us in structuring the deep dive stages of our research. We are also using the planning process a lot at the moment as we plan the project in greater detail and we have learnt not to assume anything. It has changed the way that we plan our work. (5 weeks after training course) The feedback from our social marketing work has been really good (even from those involved in social marketing) - it has taken us by surprise! That's all down to the tools and support that you gave us, so a massive thank you. (14 weeks after training course) 51