What is social marketing?
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National Social Marketing Elaine Wilson Elaine Wilson Social Marketing lead Social Marketing lead alcohol alcohol National Social National Social Marketing Centre Marketing Centre [email protected] [email protected]
description
Elaine Wilson Social Marketing lead alcohol National Social Marketing Centre [email protected]. What is social marketing?. Social Marketing & Health-Related Behaviour. Policy. Policy. Proposition. Environment. CONSUMER. Insight. Experience Delivery. Access. Segmentation. - PowerPoint PPT Presentation
Transcript of What is social marketing?
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
National Social Marketing Centre
What is social marketing?What is social marketing?
National Social Marketing Centre
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
Delivery Marketing & Communication
Policy
Environment Proposition
Access
IntegratedCommunication
Partnerships
PeopleDelivery
ExperienceDelivery CONSUMER
Insight
Segmentation
Soci
al M
arke
ting
& H
ealth
-Rel
ated
Beh
avio
ur
National Social Marketing Centre
“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
National Social Marketing Centre
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
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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’
National Social Marketing Centre
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
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The 4 primary ways to influence behaviour
CONTROL
EXCHANGE
EDU
CA
TE DESIG
N
National Social Marketing Centre
The 4 primary ways to influence behaviour
EXCHANGE
EDU
CA
TED
ESIGN
CONTROLlegislate, regulate,
enforcement The ‘stick’
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CONTROL….
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The 4 primary ways to influence behaviour
CO
NTR
OL EXCH
AN
GE
EDUCATE
DESIGNset environmental & physical
context, service design, availability, distribution
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DESIGN…
National Social Marketing Centre
The 4 primary ways to influence behaviour
CONTROL
EDU
CA
TEDES
IGN
EXCHANGE Give people what
they need, want, or value‘What’s in it for me?’
The ‘carrot’
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EXCHANGE…
National Social Marketing Centre
The 4 primary ways to influence behaviour
CO
NTR
OLEX
CH
AN
GE
DESIGN
EDUCATERaise awareness
Allow people to make informed choices
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EDUCATE…
National Social Marketing Centre
The 4 primary ways to influence behaviour
CONTROL
SUPPORT
EDU
CA
TED
ESIGN
Social marketing considers how to utilise each area & get an appropriate balance or ‘mix’ between different ways to influence behaviour
social marketing intervention
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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
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Why are segmentation and insight so important in social marketing?
National Social Marketing Centre
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
National Social Marketing Centre
sex
available time / boredom
take drugs for fun /
drink & get plastered
eat crisps, burgers,
convenience foodcomputer games
street cred /
streetwise / sussed
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’
National Social Marketing Centre
‘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 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
sex
available time / boredom
take drugs for fun / drink & get plastered
eat crisps, burgers,
convenience food
computer games
street cred /
streetwise / sussed
friends / social life
music
cars /
motorbikes youth clubsomething
for nothingsmoke
speed / exhilarationconvenience
risk taking
buy latest
clothes
peer approval
adulthood / maturity
excitement
sugar / sweets
internet
mobile phones
hair, nails, complexion
myattention
?
fun / enjoyment
plea
sure
happiness
satisfaction
families & childrenuse
NRT
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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
National Social Marketing Centre
Thank You!Thank You!
