The Basics of Social Marketing

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Transcription:

The Basics of Social Marketing

Marketing? Under Utilisation & Misinterpretation of Marketing in Government

Modern Marketing Theory and Practice

Building Relationships

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 https://academic.oup.com/heapol/a rticle/32/1/110/2555385/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

We Know it works ESMA, http://www.europeansocialmarketing.org/ AASM, http://www.aasm.org.au/ ISMA; http://www.i-socialmarketing.org/ George Washington Cases data base: WWW.casesjournal.org Journal of Social Marketing, http://www.i-socialmarketing.org/ World Social Marketing Conference, http://wsmconference.com/washington-dc-2017/ Social Marketing Quarterly, http://smq.sagepub.com/ SSM, http://strategic-social-marketing.vpweb.co.uk/ NSMC, http://www.thensmc.com/ Tools of change, http://www.toolsofchange.com/en/programs/socialmarketers/ NICE; https://www.nice.org.uk/ Campbell Collaboration, http://www.campbellcollaboration.org/ Cochrane ; http://uk.cochrane.org/ CDC, http://www.cdc.gov/nccdphp/dch/programs/healthycommunitiesprogram/ ECDC, http://ecdc.europa.eu/en/pages/home.aspx GCS; https://gcn.civilservice.gov.uk/about/government-communicationservice/ Institute of Social Marketing, http://www.stir.ac.uk/healthsciences/research/groups/social-marketing/

Social Good

Concept 1 Explicit Social Goals and Objectives

SMART Behavioural Goals

Concept 2 Citizen Orientation and Focus

CASE STUDY EXAMPLE REPOSITIONING The Ride Home

Concept 3 Value Proposition Development and Delivery via an Intervention Mix

CASE STUDY EXAMPLE Creating Social Value

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

Concept 4 Insight, Data & Evidence Informed Segmentation

Food = Love

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

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

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?

Concept 5 Competition / Barrier and Asset Analysis & Action

The Competition is massive and persistent

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

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

Concept 6 Systemic Analysis and Systematic Planning

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

For more details see: http://www.epode-international-network.com/ CASE STUDY EXAMPLE

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. http://ecdc.europa.eu/en/publications/publications/social-marketing-guide-public-health.pdf

Conclusion

Social Good

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

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