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EMPHIN forum

EMPHIN forum. Kelly Evans Regional Social Marketing Development and Support Manager (East Midlands). National Social Marketing Centre. Who am I?. National Social Marketing Centre. why?. 1. Why should we focus on Social Marketing?. National Social Marketing Centre.

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EMPHIN forum

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  1. EMPHIN forum Kelly Evans Regional Social Marketing Development and Support Manager (East Midlands) National Social Marketing Centre

  2. Who am I? National Social Marketing Centre

  3. why? 1. Why should we focus on Social Marketing? National Social Marketing Centre

  4. Economic and Societal Costs

  5. The bottom line “If we continue to do what we’ve always done, then we will only get what we’ve always got” • Social Marketing is not a panacea or magic bullet, but: • Growing evidence and experience (particularly from countries like Canada, Australia and USA) show that when Social Marketing is applied effectively, and in the appropriate context, it can be a powerful tool for achieving tangible and measurable impact on behaviours. • Currently across England we are missing a trick by failing to fully realise its potential. • Improving the level of understanding and application of Social Marketing is therefore critical if we are to achieve real and measurable impacts on people’s behaviour(s) across a range of different policy and practice agendas.

  6. Recognition of need to change Increasing recognition that traditional communications and ‘message-based’ approaches are only having a very limited impact on people’s actual behaviour

  7. The case for change is clear. Not only do unhealthy behaviours bring personal costs in terms of ill health but they also bring significant and rising costs to the NHS and to society as a whole. The NHS must now deliver by investing in interventions and programmes that provide effective support to help people change their behaviour, in the short term and the longer term. Kicking bad habits

  8. what? 2. What is social marketing? National Social Marketing Centre

  9. Social marketing is NOT social advertising National Social Marketing Centre

  10. Social Marketing in not advertising on bus shelters, buses, billboards…

  11. Social Marketing is not aboutgood creative and shock tactics…

  12. Some definitions Social Marketing is… ‘The systematic application of marketing alongside other concepts and techniques, to achieve specific behavioural goals, for a social good’ French, Blair-Stevens 2006

  13. Social policy social sciences, social reform, social campaigning Marketing commercial & public sector The roots of social marketing ‘two parents’ SOCIAL MARKETING Both areas contribute valuable expertise, skills, techniques and theory

  14. Communications & ‘message based’ approach crafting ‘our messages’ communicating the messages creative / clever / funny / impactful / interesting / attention grabbing / etc accurate / relevant / clear Customer based social marketing approach understanding the customer generating ‘insight’ what ‘moves & motivates’ directly informing intervention options (intervention mix & marketing mix) Starts with the customer and what’s important to them Difference of approach

  15. comunities & neighbourhoods Seeing the customer in their social context wider society indirect degree of personal control Each level has direct and indirect influences on the other levels family & friends individuals direct

  16. Expert defined objectives and targets Expert knows best model Strategies: programmes and plans Implementation: adapt to consumer wants and needs Evaluate programme and plans

  17. Moving toward consumer orientation Consumer wants and needs Public driven model Policy objectives and targets Marketing strategy Evaluation Learning and refinement

  18. Key attributes of Social Marketing 1: CUSTOMER UNDERSTANDING / RESEARCH 2: BEHAVIOUR & BEHAVIOURAL GOALS 3: THEORY BASED & INFORMED 4: ‘INSIGHT’ 5: SEGMENTATION 6: ‘COMPETITION’ 7: ‘EXCHANGE’ 8: INTERVENTION & MARKETING MIX National Benchmark Criteria

  19. Benchmark Criteria

  20. Customer orientation Developing a full understanding of your audience, based on good market and consumer research and combining data from different sources. National Social Marketing Centre

  21. 50% of teenagers consume another media while watching TV – Pincott, Russell 2006 70% of three year olds recognise the McDonalds symbol but only half of them know their own surname NCC 2005 Pester Power… 67% car purchases are influenced by children (US) – Sue Palmer A different kind of ‘customer’ “lifestyle magazine containing articles on fashion, beauty, reader stories, celebrities, song words… … everything that is important in the life of girls aged 7 to 11” – Go Girl Magazine

  22. The joy of exercise ?

  23. “We’re satisfying the serious meat lovers by leaving off the produce and letting them decide exactly how much they can handle” Denny Marie Post Chief Concept Officer Burger King “A typical buyer isn’t driving in there with a BMW and an expense account. They’ve got a couple of bucks in their pocket and their big objective is to get full” “Healthy eating is more a state of intention than it is of action” Burger King “We listened to consumers who said they wanted to eat fresh fruit – but apparently they lied.” Wendy’s Spokesperson The Stacker Quad Burger • Research – plenty of it! • Industry monitoring • Social climate monitoring • Consumer research • Family shopping behaviour

  24. Information is a key critical success factor Information is a key critical success factor “Customer intelligence is now a key factor in differentiating winners from the losers..” Business Week Best Performers 2007

  25. Insight A deep ‘truth’ about the customer based on their behaviour, experiences, beliefs, needs or desires, that is relevant to the task or issue and ‘rings bells’ with target people. National Social Marketing Centre

  26. It’s not just about collecting lots of data…

  27. …but developing ‘actionable insights’ Moving beyond the data • Important to move away from simply identifying and collecting a wide range of information, data and intelligence • Towards identifying potential ‘insights’ within the data and intelligence – and then testing these with the audience sources ofinformation & intelligence data pre-testing sharing & applying insight understanding

  28. How do you make men’s urinals cleaner and cut down on cleaning costs? Starts with understanding people

  29. My child is always safest in my arms. God decides when to take my baby. CREATE A SERVICE… …have a priest bless the car seats.

  30. Exchange What’s in it for me? National Social Marketing Centre

  31. Exchange Financial Embarrassment Physical pain Fear of unknown Time consuming Make friends Feel included Feel better Energy Look better COSTS BENEFITS

  32. A balancing act 1: Giving up smoking 2: Immunisation 3: Condom use • 1: Loss of enjoyment • 2: Fear of doing harm • 3: Lost of ‘the moment’ • 1: Saves me money • 2: Peace of mind that my child is protected • 3: Free from risk of pregnancy costs benefits

  33. Example: Going for a Mammogram • Fear of finding cancer • Going to the hospital • Waiting for the results • Finding a parking place • Offer counselling • GP surgeries • Reduce wait time • Provide adequate parking costs benefits

  34. Drinking and Driving

  35. Problem solved?

  36. Segmentation Come on! Are we really all the same? Segmentation…the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs. National Social Marketing Centre

  37. Segmentation • You need a different marketing strategy for each segment – based on a rich profile of their unique characteristics • Targeted strategies will appeal uniquely and effectively to your chosen segment • Detailed segment profiles provide critical insights into what will influence an audience to buy your behaviour

  38. Segmentation YUPPIES DINKE DUMP PIPPIE SCUM SILKY SINBAD SITCOM WOOPIE LOMBARD Young Upwardly Mobile Professional People Double Income No Kids Destitute Unemployed Mature Professional Person Inheriting Parents Property Self Centred Urban Male Single Income Loads of Kids Single Income No Boyfriend Absolutely Desperate Single income Two Children Outrageous Mortgage Well-Off Older Person Loads Of Money But A Right Dickhead

  39. Common Variables Demographic Geographic World, region or countryCountry regionPostcodeCity / inhabitants sizeDensity – urban / ruralClimate AgeGenderFamily SizeIncomeOccupation Education Religion RaceGeneration Nationality Behavioural Psychographic 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)

  40. SOCIO-DEMOGRAPHIC Who people are Demographics What people do Use and behaviour Media consumption BEHAVIOURS A combination of many factors How people think & feel Needs, benefits, motivations Values and beliefs Influences (reference groups) ATTITUDE Tools and techniques Common segmentation factors

  41. Tools and techniques Using common tools and resources SOCIO-DEMOGRAPHIC acorn BEHAVIOURS ATTITUDES Academia

  42. Overview of common segmentation factors BEHAVIOURS / ‘MODE’ based on what people do SOCIO-DEMOGRAPHIC based on who people are ATTITUDES based on how people think & feel Needs, benefits, motivations, eg– need, convenience, reliability, support – beliefs, desires, wants – deep seated drivers (love, hope) Attitudes & beliefs eg: – to life in general – to organisation intervening (local or national body, Govt etc) – life specific (health, food, exercise, race) Influences, eg: – authority figures (teachers, doctors, police, social workers) – parents, friends & peers – role models – community influences Behaviour & usage, eg– frequency – place – time – occasion – extent of use (a little / a lot) – persistency (loyalty) Activities & interest, eg – type of activity (sport) – lifestyle – car, bike, walk – leisure interest – what money spent on Media consumption, eg – TV channels, radio, press – where most info comes from – internet & digital use – how info is absorbed – what media engaged – access to media Demographics, eg– gender – family – age & life stage – household type / composition – education – income & social class – working status – physical status – urban vs rural – postcode & region – mobility – moving frequency – house ownership MULTI-FACTORAL SEGEMENTATION based on combination of data and factors – data fusion and synthesis – statistical modelling Adapted from GCN Engage www.comms.gov.uk/engage

  43. Tools and techniques Using influencers Personality types Information Networks Protagonists Perceivers Friendship makers Persuasive Encouraging Majority Listen to others Pursue brands The New Persuaders: The changing nature of influence, Opinion Leader Research (2003)

  44. Tools and techniques Using influencers Personality types The Tipping Point Mavens Connectors Salesmen Accumulate knowledge Impart information Authoritative Information broker Make friends & acquaintances Know lots of people Belong to a number of social groups Natural exuberance Optimistic & enthusiastic Emotionally contagious Provide the message Spread the message Persuaders The power to start ‘word of mouth’ epidemics The Tipping Point, Malcolm Gladwell (2002)

  45. Tools and techniques Strengths and weaknesses Extensively applied (top-down approach). Use of common variables has limited success at grass roots level SOCIO-DEMOGRAPHIC BEHAVIOURS Extensively applied and considered reasonably effective to determine e.g. usage patterns Usually limited to specific subject. Needs to focus on wider lifestyle issues to use as leverage. Difficult to measure ATTITUDE USING INFLUENCERS Researched, but where has this been applied? SOCIAL NETWORK ANALYSIS Well researched by social scientists, but where has this been applied?

  46. “never smoked, never will” behaviour allies / mobilise asset positive behaviour promotion - incentives “susceptible to pressure to smoke” “recent quitter – potential to restart” behaviour reinforcement, Maintenance support “would like to quit but finding it hard” behaviour ‘change’ “strong entrenched resisters” behaviour controls Behavioural analysis: behavioural goals and segmentation Example: smoking behaviour SEGMENTATION e.g. by relationship to ‘smoking behaviour’ BEHAVIOURAL GOALS current non-smokers dynamic interface current smokers

  47. ACTIVITY INSIGHT Quantitative/qualitative research STAGE 1 PEOPLE PICTURE STAGE 2 Explore target audience, develop people portrait PRIORITISE STAGE 3 Target audience/groups Segmentation & targeting A three-staged approach

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