social marketing as a tool in effecting change :
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Social Marketing as a tool in effecting change : The National Social Marketing Centre perspective. Nicola O’Reilly, The NSMC Thursday 28 October 2010. Why are we here?. HCC a new CVO network with building influence regionally in the area of NCDs and healthy living - PowerPoint PPT PresentationTRANSCRIPT
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Social Marketing as a tool in effecting change: The National Social Marketing Centre perspective
Nicola O’Reilly, The NSMC
Thursday 28 October 2010
www.thensmc.com
Why are we here?
HCC a new CVO network with building influence regionally in the area of NCDs and healthy living
Social marketing help deliver behaviour change to improve health internationally.
NSMC: Currently providing social marketing advice and communications support to the Caribbean Public Health Agency (CARPHA)
Today: Provide an introduction to the core principles and concepts of social marketing as a tool for effecting behaviour change – its all about change
www.carpha.org www.carpha.org
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NSMC: Focusing on behaviour change
• Centre of Excellence
• Strategic advice
• Capacity building
• Planning Guide
• Professional Standards
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Five key things about social marketing
1. Social marketing can help design better policy
2. Focused on behaviour
3. Start with audiences first
4. Cost-effective approach
5. Greater collaboration with stakeholders
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Cost-effectiveness
• £250 million on health promotion in UK
• £540 million on government advertising in UK
• £33 million – UK’s Central Office of Information spend on insight/evaluation
But by comparison...
• £1.8 billion - commercial market research
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The ‘expert knows best’ model
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The ‘public-driven’ model
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Expert Target
“Eat 5 Fruit and Veg Each Day”
“I’ve never eaten broccolli - ever”
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Research Design
Product
Place
Price
Promotion
Marketing Mix
Support me to get an HIV test
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What is social marketing?
• A management system for achieving behaviour change
• Combines marketing and social sciences
• Delivers a positive benefit for the individual and society
• Informs policy and programme development
• Improves public services and products
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The Most Important Thing
• We need to LISTEN to the people whose behaviour we want to change
• Whatever people do – they have their reasons
• They may not be “rational” and they may not even know what they are
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Everyday life is not about disease
CARINGCARINGTRAVELINGTRAVELING
EARNINGEARNING SPENDING /SAVINGSPENDING /SAVING
LIMINGLIMING LEARNINGLEARNING
EATINGEATING
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Basic principles
1. Put yourself in the shoes of the target group
2. Action is what counts (not beliefs or knowledge)
3. People take action when it benefits them - barriers keep people from acting
4. Professional’s activities should maximise these benefits and minimise the barriers
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It’s more than communications!
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“Customer intelligence is now a key factor in differentiating winners from the losers.” Business Week Best Performers 2007
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So what is insight?
• REALITY? Does it reflect something significant in people’s lives?
• RELEVANT? Is it applicable to our task or issue?
• RESONATES? Does it “ring bells” or ring true with the target audience?
• REACTION? Can we really see people acting or thinking differently as a result of applying it?
Source: UK Government Communications Network
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“So what?…”
WHAT? WHY? SO WHAT?
DataUnderstanding
Insight
Source: Government Communications Network
Facts & observations related to our insight task
Explaining what’s going on
The deep truth that strikes a chord with
people
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Rear seat beltsUnderstandingKey Data & Information Insight
Source: Government Communications Network
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When we forget marketing
We create messages to EDUCATE people about risks, benefits, laws.
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When we add marketing
We create programmes, services and products which help people overcome barriers and add benefits they care about.
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Exchange: What can you offer me that is better than what I’m currently doing?
BENEFITS
BEHAVIOUR CHANGE
BARRIERS
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Benefits
• Improved self-image
• Good health
• Peace of mind
• Convenience
• Approval of people who matter
• Monetary costs
• Inconvenient hours
• Social stigma
• Ignorance about how to act
• Lack of belief in ability to act
Barriers
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Getting a breast exam
barriers benefits
• Fear of finding cancer
• Getting to the hospital
• Waiting for the results
• Offer counselling
• Mobile surgeries
• Reduce wait time
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Key elements of marketing
PRODUCT
PLACE
PROMOTION
PRICE
What we are offering to help the audience adopt the new behaviour
The costs/barriers to engagingin the new behaviour
Where you offer your Product - distribution, sales, support
How we persuade the audience to use the product
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Traditional ‘spray and pray’ MESSAGEDon’t sniff glue or aerosols, they can kill you
How terrifying, I won’t be doing that!
So what? It’s a kids drug, I wouldn’t be seen dead doing that.
Hmm, I didn’t know you could sniff glue – I’ll give that a try!
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A segmented approachBreak down the audience into clusters with
targeted interventions for each group
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Common variables
Demographic
Behavioural Psychographic
Geographic
AgeGenderFamily SizeIncomeOccupation
World, region or countryCountry regionPostcodeCity / inhabitants sizeDensity – urban / ruralClimate
Occasions – regular, social Benefits – quality, service, convenienceUser status – non-user, ex-user, potentialUsage rateLoyalty statusReadiness stageAttitude towards product
Attitudes Motivations Personality Values Beliefs Social ClassLifestyle
Adapted from Kotler, Roberto, Lee (2002)
Education Religion RaceGeneration Nationality
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We need to ensure the segmentation is relevant
“Just because single left-handed blonde
customers who drive Volvos purchase 1,450
per cent more widgets on alternative
Thursdays than their married non-blond,
right-handed, domestic car-driving
counterparts does not a marketing epiphany
make”
Michael Strange, 1999, Fortune Magazine
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Selecting segments
• Are they at risk?
• Do they contribute to the problem?
• Is the segment big enough?
• What are they currently doing?
• Can we reach them?
• Can we influence them?
• Can they influence others?
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‘Competition’
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Understanding social marketing
“We don’t see things as they are; we see them as we are”
Anais Nin
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Five key things
1. Social marketing can help design
better policy
2. Focused on behaviour
3. Start with audiences first
4. Cost-effective approach
5. Greater collaboration with stakeholders
www.thensmc.com
The NSMC tools and resources
The NSMC website www.thensmc.com •ShowCase database•Planning guide and toolbox•The NSMC e-bulletin
Other resources•Guide to procuring social marketing services•The National Occupational Standards for social marketing: a short guide•Benchmark criteria•Value for money calculator•Quality improvement framework•Behaviour change resource centre
Contact
Nicola O’[email protected] The NSMC4th Floor, Artillery HouseArtillery RowLondon SW1P 1RT
+4420 7799 [email protected]