Social media and behaviour change: planning and doing

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1 Social media and behaviour change: planning and doing Max St John Head of Non-Profit and Public Page 1 Social media and behaviour change

2 Page 2 Social media and behaviour change Not me

3 Me Page 3 Social media and behaviour change

4 Who I work with Page 4 Social media and behaviour change

5 Social media, blah blah blah Page 5 Social media and behaviour change

6 Designing a campaign What am I talking about? Page 7 Social media and behaviour change

7 Insight and planning You know your target audience but what do you know about their life online? Where do they go and what do they do? What are their attitudes and language? Who do they listen to? Who s NixonMcInnes? Page 8 Social media and behaviour change

8 Understanding audience hangouts google.com/adplanner Page 9 Social media and behaviour change

9 Researching attitudes brandwatch.net Page 10 Social media and behaviour change

10 Finding out who they listen to google.com (look left!) Page 11 Social media and behaviour change

11 Planning: conclusion Find where they are and what they do online Understand their attitudes and language Map their influencers people they listen to Don t do this in isolation, talk to them too. Use all of this to help inform your campaign. Who s NixonMcInnes? Page 12 Social media and behaviour change

12 Changing behaviour Social media for changing behaviour: Case study: Social games / stages of change Case study: Online community / social cognitive Overview: Social norms and social proof Who s NixonMcInnes? Page 13 Social media and behaviour change

13 Stages of change Pre-contemplation: I m unaware I have a problem Contemplation I need to do something about this Preparation I know what I m going to change Action I ve recently changed my behaviour Maintenance I haven t relapsed Page 14 Social media and behaviour change

14 Stages of change and social games bit.ly/thinkpig Page 15 Social media and behaviour change

15 Stages of change and social games Pre-contemplation: I m unaware I have a problem Soft introduction of the issues, through game play. Contemplation I need to do something about this Educate through community engagement via Facebook page. Preparation I know what I m going to change Provide recipes and other take aways to make change easy. Action I ve recently changed my behaviour Encourage the audience to self-report through comments. Maintenance I haven t relapsed Use long term contact through Facebook to help maintain. Page 16 Social media and behaviour change

16 Social games: evaluation Pig farming methods are reported on at a national level. We can t realistically tie this back to Facebook activity. Instead we look for indicators that demonstrate success. Awareness: exposure to messaging game plays. Contemplation: engagement through page likes/comments. Preparation: uptake of tools downloads of recipes. Page 17 Social media and behaviour change

17 Social Cognitive Reciprocal determinism What s telling me to change? Behavioural capability Am I able to make this change? Self-efficacy Can I really do this? Observational learning If they can do it, so can I. Reinforcements How can I celebrate my achievement? Page 18 Social media and behaviour change

18 Social cognitive and communities virginmediapioneers.com Page 19 Social media and behaviour change

19 Social cognitive and communities Reciprocal determinism What s telling me to change? Find the right partners, traffic drivers and channels. Behavioural capability Am I able to make this change? Provide tools, advice training and information. Self-efficacy Can I really do this? Build confidence through the ability to create new networks. Observational learning If they can do it, so can I. Promote realistic role models that prove it s possible. Reinforcements How can I celebrate my achievement? Use feedback mechanisms to provide encouragement. Page 20 Social media and behaviour change

20 Online communities: evaluation Core evaluation was Social Return on Investment. Jobs created, decrease in people claiming benefits etc. Measured using on/offline qual and quant surveys. We used social media to measure social capital: Community make-up: size and segmentation by behaviour. Intensity of use: regularity and depth of engagement. Network data: number and strength of connections. Page 21 Social media and behaviour change

21 Time to change and social proof facebook.com/timetochange Page 22 Social media and behaviour change

22 What is social proof? The positive influence created when someone finds out that others are doing something. Page 23 Social media and behaviour change

23 Five types of social proof 1) Expert social proof credible experts in the field. 2) Celebrity social proof celebs your audience identify with. 3) User social proof individual s stories of their experience. 4) Wisdom of the crowds social proof weight of numbers. 5) Wisdom of friends endorsement of people that are trusted. Page 24 Social media and behaviour change

24 Rounding up Know your audience in context of their digital lives Social games are huge and can be used to educate Online communities = multiple levers for change Social proof is powerful and an innate part of digital Social media isn t a cheap option, get the mix right Always be engaging (or be invisible) Evaluate indicators - don t measure everything Who s The theory NixonMcInnes? still counts but we re all still learning Page 25 Social media and behaviour change

25 Any questions? All links here: bit.ly/charitycommslinks I like feedback find me at: max.stjohn@nixonmcinnes.co.uk twitter.com/maxwellinever uk.linkedin.com/in/maxstjohn Page 26 Social media and behaviour change