Using Social Marketing Principles to Motivate Your...
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Behavior, Energy, and Climate Change Conference, 2008
Using Social Marketing Principles to Motivate Your Audience in a Green-
Washed Marketplace
Anne E. Dougherty
Opinion Dynamics
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Behavior, Energy, and Climate Change Conference, 2008
What is Social Marketing?
“Social Marketing is the systematic application of marketing, along with other
concepts and techniques, to achieve specific behavioral goals, for a social
good”
- French, Blair-Stevens, NSMC 2006
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Behavior, Energy, and Climate Change Conference, 2008
Social marketers understand that. . .
� Behavior change is always the goal
� To change behaviors you don’t have to change people’s fundamental attitudes and beliefs
� You can work within their current attitudes and beliefs
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Behavior, Energy, and Climate Change Conference, 2008
Everyone is talking about climate change
95%
80%74%
59%
51%
0
20
40
60
80
100
TV
News
Mov ies Other
TV
News
Radio
Talk
Radio
Percent replied “yes” to having been exposed to climate change messaging
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Behavior, Energy, and Climate Change Conference, 2008
But what are people hearing?
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
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Behavior, Energy, and Climate Change Conference, 2008
It is time for pragmatism
� Social marketers seek to change behaviors for the social good
� They don’t care why people change their behaviors, they care that they do
� Climate change messaging works for many, but not all
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Behavior, Energy, and Climate Change Conference, 2008
Identify the path of least resistance
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Behavior, Energy, and Climate Change Conference, 2008
Behavior change or climate change?
� Focus on behaviors that reduce CO2 emissions
� Find the right message for the right audience
� The wrong message can act as a barrier instead of a driver
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Behavior, Energy, and Climate Change Conference, 2008
Know who you are talking to
� Climate change is still a partisan issue
� Ideological views have an impact on how people receive your message
81%
59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Democrats Republicans
Percent recalled climate change messaging after verified exposure
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Behavior, Energy, and Climate Change Conference, 2008
Missing an audience not because you planned to, but because you failed to
understand them
A Cardinal Sin of Social Marketing:
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Behavior, Energy, and Climate Change Conference, 2008
Top-down messaging misses the mark� You audience will hear
what they want to hear
� What motivates one person could alienate another
� Success requires careful segmentation and messaging strategy
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Behavior, Energy, and Climate Change Conference, 2008
Seeing your audiences’ perspective
Psychological
Social Sphere
Political/Economic Sphere
Family
DemographicsSocio-cultural beliefs
Social Networks
WorkSelf-efficacy Psychographics
Geography
Policies
Access
Technologies
Economies
Cultural Currency
Psychological Sphere
Psycho-graphics Self Efficacy
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Behavior, Energy, and Climate Change Conference, 2008
Political and Economic Considerations
Psychological Considerations
Social Considerations
� Who are the key social stakeholders in the life of the target audience?
� What is the cultural currency of the target audience?
� What are the prevailing belief
systems of the target audience?
� What are symbolic and actual needs of the target audience?
�What are the perceived & actual institutional barriers that enable and/or constrain behavior?
� How do structural limitations limit behavior choice?
Seeing your audiences’ perspective
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Behavior, Energy, and Climate Change Conference, 2008
Identify where you can have an impact
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Behavior, Energy, and Climate Change Conference, 2008
Messaging must be deliberate and targeted� Policy makers must carefully
choose their objectives: changing beliefs or changing behavior
� Messaging must speak to the most appropriate values, attitudes, and beliefs of your audience
� Changing behavior does not necessarily require changing beliefs, rather working within belief systems
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Behavior, Energy, and Climate Change Conference, 2008
Anne E. DoughertyOpinion Dynamics
1999 Harrison Street Suite 650
Oakland, CA 94612
(510) 444-5050 ext 102
wwww.opiniondynamics.com