The Basics of Social Marketing

Transcription

1 The Basics of Social Marketing

2 Marketing? Under Utilisation & Misinterpretation of Marketing in Government

3 Modern Marketing Theory and Practice

4 Building Relationships

5 Global Effectiveness of Social Marketing 2017 Reviewed 18,974 records, 125 studies met inclusion criteria Vol 32 Issue 1 Feb 2017 New positive systematic review of the global effectiveness of Social Marketing rticle/32/1/110/ /theeffectiveness-of-social-marketing-inglobal 97 studies reported on changes in behaviour Most programmes used a range of methods Statistically significant findings were more likely to apply audience insights and cost-benefit analysis

6 We Know it works ESMA, AASM, ISMA; George Washington Cases data base: Journal of Social Marketing, World Social Marketing Conference, Social Marketing Quarterly, SSM, NSMC, Tools of change, NICE; Campbell Collaboration, Cochrane ; CDC, ECDC, GCS; Institute of Social Marketing,

7 Social Good

8 Concept 1 Explicit Social Goals and Objectives

9 SMART Behavioural Goals

10 Concept 2 Citizen Orientation and Focus

11

12 CASE STUDY EXAMPLE REPOSITIONING The Ride Home

13 Concept 3 Value Proposition Development and Delivery via an Intervention Mix

14 CASE STUDY EXAMPLE Creating Social Value

15 Strategic Social Marketing Hug Nudge Shove Smack Control Inform Design Educate Support

16 Concept 4 Insight, Data & Evidence Informed Segmentation

17 Food = Love

18 An Insight Driven Approach Insight helps us to find out what will enable people to make the changes they want and can make

19 One Size does not fit all Segment interventions Demographic male born 1948 British 2 nd marriage affluent well known family

20 Segmentation Variables Demographic Geographic Who? Age Gender Life stage Sexuality Income Occupation Behavioural l Education Religion Race Generation Nationality Occasions (regular, social) Benefits (quality, service, convenience) User What? status (non user, ex user, potential..) Usage Rate Readiness stage Attitude towards product Segmentation Variables Where? World, region or country Postcode City / inhabitants size Density urban rural Home type Home ownership Climate Psychographic Social Class Motivations Aspirations Lifestyle Values, Beliefs Attitudes Personality Why?

21 Concept 5 Competition / Barrier and Asset Analysis & Action

22 The Competition is massive and persistent

23 Our competition is also internal 1. Over confidence 2. Temporal discounting 3. Loss aversion 4. Pleasure

24 Our Competition is also economic, cultural and environmental We need more holistic ways of understanding challenges and new systems for crafting solutions

25 Concept 6 Systemic Analysis and Systematic Planning

26 Four levels of social marketing influence 1. Strategic policy selection 2. Environmental diagnosis and strategy selection 3. Strategic coordination and management 4. Operational and tactical delivery and evaluation

27 For more details see: CASE STUDY EXAMPLE

28 Social Marketing the best Software for: Selecting Developing Applying Evaluating Programmes focused on influencing social behaviour European Centre for Disease Control (ECDC) Technical Guide to Social Marketing (2014). French J, Apfel F.

29 Conclusion

30 Social Good

31 Social Marketing is a deeply respectful, democratic and empowering way to work