national social marketing centre elaine wilson social marketing lead alcohol national social...

National Social Marketing Centre

Elaine WilsonElaine WilsonSocial Marketing lead alcoholSocial Marketing lead alcohol

National Social Marketing National Social Marketing CentreCentre

[email protected]@nsmcentre.org.uk


What is social marketing?What is social marketing?


Social marketing puts the consumer at the Social marketing puts the consumer at the heart of policy, delivery and marketing heart of policy, delivery and marketing

planningplanningPolicy

DeliveryMarketing &

Communication

Policy

Environment Proposition

Access

IntegratedCommunication

Partnerships

PeopleDelivery

ExperienceDelivery CONSUMERCONSUMER

Insight

Segmentation

So

cial

Mar

keti

ng

& H

ealt

h-R

elat

ed B

ehav

iou

r


“the systematic application of marketing and other concepts and techniques, to achieve specific behavioural goals, for a social or public good”

French, Blair-Stevens 2006

Defining social marketing

for‘social good’

marketingand other

concepts andtechniques

systematicapplication

behavioural goals


Social marketing ‘customer triangle’Social marketing ‘customer triangle’A simple device for highlighting some of the key features of social marketing

With the ‘customer’ at the centre

or

citizen consumer

client patient person

service user

etc


A systematic and staged process

Scope Develop Implement Evaluate Follow-up

‘Total Process Planning’ – TPP model

A deliberately simple and straight-forward process to help “managing the complexity” within each stage & keep the process ‘on-track’


Focus on the bottom line… behaviour! Focus on the bottom line… behaviour! What people actually do!What people actually do!

We need to become We need to become obsessed with measuring obsessed with measuring impact on peoples actual impact on peoples actual behaviour ‘if you can’t behaviour ‘if you can’t measure it, you can’t measure it, you can’t manage it.’manage it.’

Campaigns must have Campaigns must have defined success criteria and defined success criteria and robust evaluationrobust evaluation

Awareness raising is step Awareness raising is step one on the road to changing one on the road to changing behaviourbehaviour


The 4 primary ways to influence behaviour

CONTROL

EXCHANGE

ED

UC

AT

E DE

SIG

N



EXCHANGE

ED

UC

AT

E DE

SIG

N

CONTROLlegislate, regulate,

enforcement The ‘stick’


CONTROL….



CO

NT

RO

L EX

CH

AN

GE

EDUCATE

DESIGNset environmental & physical

context, service design, availability, distribution


DESIGN…



CONTROL

ED

UC

AT

EDE

SIG

NEXCHANGE

Give people what they need, want, or value

‘What’s in it for me?’The ‘carrot’


EXCHANGE…



CO

NT

RO

LEX

CH

AN

GE

DESIGN

EDUCATERaise awareness

Allow people to make informed choices


EDUCATE…



CONTROL

SUPPORT

ED

UC

AT

E DE

SIG

N

Social marketing considers how to utilise each area & get an appropriate balance or ‘mix’ between different ways to influence behaviour

social marketing intervention


2: CUSTOMER UNDERSTANDING / RESEARCH

1: BEHAVIOUR & BEHAVIOURAL GOALS

4: ‘INSIGHT’

5: ‘EXCHANGE’

6: ‘COMPETITION’

7: SEGMENTATION

Key attributes of Social Marketing

3: THEORY BASED & INFORMED

8: INTERVENTION & MARKETING MIX


Why are segmentation and insight so important in social marketing?


our messages‘Competition’

myattention

?

safer sex

HIV/Aids

‘the environment’: conserve energy

& recycle

avoid drugs &

limit alcohol

‘5-a-day’

eat fresh fruit & vegexercise /

physical activity

report

crime

claim benefitsreport domestic violence

‘Think!’

road

safety

vote

tax returnsdon’t

smoke

don’t speed

don’t drink drive

cross road safely

use public transportvolunteer

park & ride

‘rat on a rat’

get child immunised

ring the

helpline

use NRT


sex

available time / boredom

take drugs for fun /

drink & get plastered

eat crisps, burgers,

convenience food

computer games

street cred /

streetwise / s

ussed

friends /

social life

music

cars /

motorbikesyouth club

something for nothing

smokespeed / exhilarationconvenience

risk taking

buy latest

clothes

peer

approval

adulthood / maturity

excitement

myattention

?sugar / sweets

internetmobile phones

hair, nails,

complexion

families & children

everyday life !‘Competition’


‘Competition’

myattention

?

safer sex HIV/Aids

‘the environment’: conserve energy

& recycle

avoid drugs &

limit alcohol

‘5-a-day’ eat fresh fruit & veg

exercise / physical activity

report crim

e

claim benefitsreport domestic violence

‘Think!’

road safety vote

tax returns

don’t smoke

don’t speed

don’t drink drive

cross road safely

use public transportvolunteer

park & ride

‘rat on a rat’

get child immunised

sex

available time / boredom

take drugs for fun /

drink & get plastered

eat crisps, burgers,

convenience food

computer games

street cred /

streetwise / s

ussed

friends / social life

music

cars /

motorbikes youth club

something for nothing

smoke

speed / exhilaration

convenience

risk taking

buy latest

clothes

peer approval

adulthood / maturity

excitement

sugar / sweets

internet

mobile phones

hair, nails,

complexion

myattention

?

fun / enjoyment

ple

asu

reh

app

iness

satisfaction

families & childrenuse

NRT


We are marketing against We are marketing against excessive choiceexcessive choice

We need to develop services We need to develop services based on real rather than based on real rather than perceived needperceived need

Social marketing is potentially a Social marketing is potentially a powerful tool which can help us powerful tool which can help us to achieve our objectivesto achieve our objectives


Thank You!Thank You!

national social marketing centre elaine wilson social marketing lead alcohol national social...

Documents

behaviour social marketing

primary ways

intervention marketing

perceived needsocial

alternative titles

line behaviour

behaviour behavioural

different ways