NOSP FORUM 28TH APRIL 2010
What is Social Marketing? Social marketing is increasingly being used to achieve and sustain behaviour goals on a range of social issues.
The Ultimate Goal – Behavioural Change • The ultimate effectiveness and success of social marketing rests on whether it is possible to demonstrate direct impact on behaviour. • It is this feature that sets it apart from other communication or awareness raising approaches, where the main focus is on highlighting information and helping people to understand it.
The dynamics of behavioural communication To start or adopt a new behaviour To stop doing something damaging To prevent the adoption of negative or harmful behaviour To change or modify existing behaviour
BUT THE MARKETING/COMMUNICATION WORLD BEGAN TO MUTATE !
We are living in THE SOCIAL AGE and brand communication must recognise: “ the necessity to adapt to the rapidly changing “social” consumer” FORRESTER RESEARCH
Connecting online, people CONTRIBUTE, CREATE, COLLABORATE as never before
Media Consumption There has been a seismic shift in the way media is now consumed. People mix, blend, surf channels and create their own because their relationship with media is now active and not passive as it used to be. People are no longer linear consumers of media. Old boundaries have collapsed and communication is now seamless - convergence rules however…
Communication Channels And Formats Have Exploded Home Digital Video Gaming Digital Imaging Audio Watch movies and TV Managing money Listen to music PC Broadband iTV Play games Send & receive photos and video Download songs Browse the Internet Online shopping E-mail Chattingwith Friends Fantasy sports Digital Imaging Audio Shoot photos and video Download songs Watch videos Digital Video Play games on-the-go Fantasy Sports Gaming Fantasy Sports Browse the Internet E-mail Working Listen to Music E-mail On-the-Go At Work Talk to friends Managingmoney Mobile Electronics Managing money Collaborating PC Broadband Shopping Trading Stocks Trading Stocks Wireless Digital Stream Audio Mobile Electronics Wireless
The Fall Out From This New Landscape This new digitally converged world has created two scarce inter-related commodities : Attention Relentless communication onslaught makes it harder than ever to get and keep people’s attention. Communication that cannot rise above the clutter will fail. Engagement Passive mass communication techniques must give way to placing more emphasis on downstream experiential/interactive activities that empower people to tailor the brand experience to suit their own distinctive needs.
Grabbing Attention In future : advertisers will have to earn people’s attention rather than pay media owners for it. to earn people’s attention they will have to provide people with information and content that fit people’s individual agendas, rather than their own. they must deliver their brand promise through an interactive experience
Creating Engagement In the future it will be : - pull rather than push - pro-active rather than passive - participation rather than interruption - people as media not just audience
What Drives Engagement Personal stuff, human stuff not marketing stuff. People engage in communication when it provides something useful, being entertaining, provoking thoughts, reinforcing ego and status, making the person feel more clever or better about themselves – i.e. treating them as people not consumers, targets, users and segments. Branding, clarity, message take-out do not correlate with engagement.
Challenging The Myth Of Brand Simplicity The existing media neutral model assumes that the brand is founded on one simple, single-minded communication idea that is applied in a linear fashion across different communication channels. In the new world of convergence a non-linear communication model is more appropriate where a matrix of different channels is used to communicate unique, self-contained brand messages that together build into a bigger more complex brand narrative/ideal. Welcome to the world of the polyphonic brand – it is fluid, dynamic and above all multi-dimensional.
The increasing importance of behavioural economics in the communication process “ There is a big difference between asking someone to move their arm a little to the right in a supermarket and asking them to give up smoking” Rory Sutherland
The increasing importance of behavioural economics in the communication process It provides a better understanding for what drives actual behaviour and can, therefore, help contextualise what is most persuasive and engaging for people.
Factors that influence behaviour The messenger Incentives Norms Emotional association Ego
Communication “triggers” Loss aversion We are more eager to avoid a loss than bank a gain. Communication context The power of channel preference and interface e.g. the immediacy of text for young people. Goal dilution More successful when you promise to do one thing well.
Communication “triggers” Price perception Price demanded of something can make us value it more. Context determines value. Choice architecture This concerns itself with the process as to how people gather information and how absolute value can be crowded out by other influences. In other words why we choose to buy a product in one set of circumstances but not in another.
Communication channels It is imperative to select the most efficient and effective communication channels based on an in-depth understanding of behaviour and its influences. People look to those around them to guide their behaviour and help them through change. The internet creates powerful new opportunities for communicators.
Communication channels “Earned” communication opportunities, including blogs and user-generated content, can be effective ways to achieve social proof and peer group support. “Owned” communications like call centres offer valuable opportunities for providing face to face support and personal encouragement that is such an important part of the behaviour change process. “Paid for media” channels are still important for information and persuasion
Communication channels Within the ecology of influences on human behaviour we need to develop communication programmes that seed, start or simply nudge a wider narrative amongst our audiences. This may mean we have to shift away from discrete campaigns and embrace multiple messaging and propositions that stimulate on-going relationships with those we need to engage, for sustained and successful behaviour change.
Developing interventions - a 5step communication process (1) Use market research to identify behaviours (2) Understand the influences and influencers (3) Develop segmented behavioural insights (4) Develop communication objectives and implementation brief. (5) Establish success metrics and “count the beans”
Social marketing campaign effectiveness – measurement and evaluation low level measurement high level measurement Short Term Long Term Qualitative research – audience reaction, insights, perceptions Analysis of editorial media coverage Analysis of reach / ratings as per media plan Campaign tracking – quantitative research tracking recall, impact, understanding, call-to-action Audience engagement – calls to information line, SMS, website hits, requests for information QQ Health, Economic Social outcomes audit or Study Observing Behaviour change Qualitative Research Changes in Awareness Knowledge behaviour
Measuring the effectiveness of campaigns requires explicit agreement on the campaign aim and objectives i.e. is it to change attitudes or is it to get people to do something or to stop doing something?
Best Practice in Campaign Evaluation Best practice for major public information, public awareness or social marketing campaigns is to conduct pre and post campaign quantitative research. Quantitative Research the pre and post campaign research is conducted with an independent market research company via omnibus (i.e. included on a questionnaire along with many other topics and usually conducted face to face). Omnibus research is deliberately nationally representative i.e. it is based on quotas derived from CSO statistics. Basically, a series of questions are asked before the campaign and the exact same questions are asked after the campaign.
- Quantitative research is also used for ‘standard’ campaign tracking. This seeks to measure ‘recall’ – how many people recalled seeing the ad (N.B. this is usually less than the actual number who will have seen it based on analysis of the media research); did they understand it; are they likely to be influenced by the ad. • Most major research companies compare these results with their ‘normative’ levels. They derive a normative based on an analysis of all campaign evaluations conducted.
Qualitative Research this type of research usually involves focus groups and facilitated discussion. This research is most useful to garner insights such as perceptions and barriers and plays a primary role in the early stage development of campaigns. Research Guidelines International guidelines recommend that between 6 -10% of a campaign budget is dedicated to research both to inform and evaluate the campaign.
The Do Brief - components The task Success criteria Why is this brief here What do we want people to do as a result of this communication. How do we expect the communication to work in achieving this. Who are we trying to influence What are we trying to convey. What will help people know this. What will help people feel this.