Download National Social Marketing Centre - East Midlands Public Health

EMPHIN forum
Kelly Evans
Regional Social Marketing
Development and Support
Manager (East Midlands)
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
Who am I?
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
why?
1. Why should we focus
on Social Marketing?
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
www.nsmcentre.org.uk
Economic and Societal Costs
Behaviour/
Illness
Alcohol
misuse
Smoking
Obesity
Cost to individuals
and households
(less benefits)
£22.6b
(£1.6b)
£18.9b
(£1 b)
£4.7b
Cost to public health
/ care services
Less null hypothesis
£3.2b
(£0.4b)
£2.7b
(£0.3b)
£1.5b
(£0.2b)
£1.7b
(£0.2b)
£9.1b
(£1b)
Costs to other public
services ( Less
taxes)
£5.0b
(£2.9b)
£1.1b
(£9.1b)
£0.1b
NA
£10.2b
Costs to employers
£7.3b
£2.0b
£1.5b
£2.2b
£4.2b
Human values
£21.9b
£25.9b
£11.4b
£40.8b
£25.0b
Total Economic Cost
Total Societal Cost
£33.2b
£55.1b
£14.3b
£40.2b
£7.6b
£19.0b
£16.3 b
£57.1b
£27.9b
£52.9b
QALYs
507,000
529,000
233,000
829,000
1,085,000
Value per QALY
Economic
Societal
£65,000
£109,000
£27,000
£77,000
£33,000
£82,000
£20,000
£69,000
£26,000
£49,000
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CVD
£12.6b
Mental
Illness
£15.6b
(£10.2b)
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.
www.nsmcentre.org.uk
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
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Kicking bad habits
• 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.
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what?
2. What is social marketing?
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
Social marketing is
NOT
social advertising
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Social Marketing Centre
Social Marketing in not advertising
on bus shelters, buses, billboards…
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Social Marketing is not about
good creative and shock tactics…
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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
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The roots of social marketing
‘two parents’
Social policy
Marketing
social sciences,
social reform,
social campaigning
commercial
&
public sector
SOCIAL MARKETING
Both areas contribute valuable expertise,
skills, techniques and theory
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Difference of approach
Communications & ‘message based’ approach
crafting
‘our messages’
accurate / relevant / clear
communicating
the messages
creative / clever / funny / impactful /
interesting / attention grabbing / etc
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
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Seeing the customer
in their social context
indirect
degree of
personal control
Each level has
direct and indirect
influences on the
other levels
direct
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Expert defined objectives
and targets
Strategies:
programmes and plans
Expert
knows
best
model
Implementation: adapt to
consumer wants and needs
Evaluate programme
and plans
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Moving toward consumer orientation
Consumer wants
and needs
Public
driven
model
Policy objectives
and targets
Marketing strategy
Evaluation
Learning and
refinement
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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
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Benchmark Criteria
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Customer
orientation
Developing a full understanding of your
audience, based on good market and
consumer research and combining data
from different sources.
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
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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
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
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The joy of exercise ?
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The Stacker Quad Burger
“We’re satisfying the serious
meat lovers by leaving off
the produce and letting them
decide exactly how much
they can handle”
“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”
Denny Marie Post
Chief Concept Officer Burger King
“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
Research – plenty of it!
• Industry monitoring
• Social climate monitoring
• Consumer research
• Family shopping behaviour
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Information is a key critical success
Information is a key critical success
factor
factor
“Customer intelligence is now a key factor in differentiating winners
from the losers..” Business Week Best Performers 2007
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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.
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
It’s not just about collecting lots of data…
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…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 of
information &
intelligence
data
understanding
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insight
pre-testing
sharing &
applying
Starts with understanding people
How do you make men’s urinals cleaner
and cut down on cleaning costs?
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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.
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Exchange
What’s in it for me?
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Social Marketing Centre
Exchange
Financial
Embarrassment
Physical pain
Fear of
unknown
Time consuming
Make friends
Feel included
Feel better
Energy
Look better
COSTS
BENEFITS
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A balancing act
1: Giving up smoking
2: Immunisation
3: Condom use
1: Loss of enjoyment
1: Saves me money
2: Fear of doing harm
2: Peace of mind that
my child is protected
3: Lost of ‘the moment’
3: Free from risk of pregnancy
costs
benefits
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Example: Going for a Mammogram
• Fear of finding cancer
• Offer counselling
• Going to the hospital
• GP surgeries
• Waiting for the results
• Reduce wait time
• Finding a parking place
• Provide adequate parking
costs
benefits
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Drinking and Driving
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Problem solved?
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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.
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
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
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Segmentation
YUPPIES
Young Upwardly Mobile Professional People
DINKE
Double Income No Kids
DUMP
Destitute Unemployed Mature Professional
PIPPIE
Person Inheriting Parents Property
SCUM
Self Centred Urban Male
SILKY
Single Income Loads of Kids
SINBAD
Single Income No Boyfriend Absolutely Desperate
SITCOM
Single income Two Children Outrageous Mortgage
WOOPIE
Well-Off Older Person
LOMBARD
Loads Of Money But A Right Dickhead
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Common Variables
Demographic
Age
Gender
Family Size
Income
Occupation
Education
Religion
Race
Generation
Nationality
Behavioural
Geographic
World, region or country
Country region
Postcode
City / inhabitants size
Density – urban / rural
Climate
Psychographic
Occasions – regular, social
Benefits – quality, service, convenience
User status – non-user, ex-user, potential
Usage rate
Loyalty status
Readiness stage
Attitude towards product
Attitudes
Motivations
Personality
Values
Beliefs
Social Class
Lifestyle
Adapted from Kotler, Roberto, Lee (2002)
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Tools and techniques
SOCIO-DEMOGRAPHIC
Who people are
Demographics
What people do
BEHAVIOURS
Use and behaviour
Media consumption
How people think & feel
ATTITUDE
Needs, benefits, motivations
Values and beliefs
Influences (reference groups)
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A combination of many factors
Common segmentation factors
Tools and techniques
Using common tools and resources
SOCIO-DEMOGRAPHIC
acorn
BEHAVIOURS
Academia
ATTITUDES
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Overview of common segmentation factors
BEHAVIOURS / ‘MODE’
SOCIO-DEMOGRAPHIC
ATTITUDES
based on
what people do
based on
who people are
based on how people
think & feel
Behaviour & usage, eg
Demographics, eg
– frequency
– place
– time
– occasion
– extent of use (a little / a lot)
– persistency (loyalty)
– 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
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
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
MULTI-FACTORAL SEGEMENTATION
based on combination of data and factors
Adapted from GCN Engage
www.comms.gov.uk/engage
– data fusion and synthesis
– statistical modelling
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Tools and techniques
Using influencers
Personality types
Information Networks
Protagonists
Friendship makers
Persuasive
Encouraging
Perceivers
Majority
Listen to others
Pursue brands
The New Persuaders: The changing nature of influence, Opinion Leader Research (2003)
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Tools and techniques
Using influencers
Personality types
The Tipping Point
Mavens
Connectors
Accumulate
knowledge
Impart information
Authoritative
Information broker
Provide the message
Make friends &
acquaintances
Know lots of people
Belong to a number of
social groups
Salesmen
Natural exuberance
Optimistic &
enthusiastic
Emotionally
contagious
Spread the message
The power to start ‘word of mouth’ epidemics
The Tipping Point, Malcolm Gladwell (2002)
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Persuaders
Tools and techniques
Strengths and weaknesses
SOCIO-DEMOGRAPHIC
BEHAVIOURS
ATTITUDE
USING INFLUENCERS
SOCIAL NETWORK
ANALYSIS
Extensively applied (top-down approach).
Use of common variables has limited
success at grass roots level
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
Researched, but where has this been applied?
Well researched by social scientists,
but where has this been applied?
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Behavioural analysis: behavioural goals
and segmentation
Example:
smoking behaviour
SEGMENTATION
e.g. by relationship to
‘smoking behaviour’
BEHAVIOURAL
GOALS
“never smoked,
never will”
behaviour allies /
mobilise asset
“susceptible to
pressure to smoke”
positive behaviour
promotion - incentives
current
non-smokers
“recent quitter –
potential to restart”
dynamic interface
current
smokers
behaviour reinforcement,
Maintenance support
“would like to quit
but finding it hard”
behaviour ‘change’
“strong entrenched
resisters”
behaviour controls
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Segmentation & targeting
A three-staged approach
ACTIVITY
STAGE 1
INSIGHT
Quantitative/qualitative research
STAGE 2
PEOPLE
PICTURE
Explore target audience, develop
people portrait
STAGE 3
PRIORITISE
Target audience/groups
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Segmentation & targeting
Stage 1: Insight sources
RESEARCH
Political, legal & economic framework
Environmental issues
Social trends
Technological advancement
External
Factors
Audience
Perspectives
“Value-Action Gap”…
Door stepping/home visits
Interviews, focus groups
Ethnography
Quant & qual surveys
Consultation and engagement
Existing social research and data sets
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Segmentation & targeting
Stage 2: Building a ‘people picture’
3 KEY CONCEPTS
General
Motivations
Reaching Out
Adapted from GCN Engage
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Segmentation & targeting
Stage 2: Building a ‘people picture’
GENERAL
Vital statistics
Age, gender, location, mobility, trends
Social status
Social class, income, education
Lifestage/family cycle
Single, DINKY, family, retirement
General attitudes
Attitudes to life, work, leisure, family, friends
Adapted from GCN Engage
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Segmentation & targeting
Stage 2: Building a ‘people picture’
MOTIVATIONS
Current behaviour
Triggers, drivers and barriers, frequency
Needs
Rational, functional and emotional needs
Feel good factor
Attitude, beliefs, values, aspirations
Passions
Loves, hates, must haves
Lifestyle
Activities, interests, leisure, hobbies
Adapted from GCN Engage
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Segmentation & targeting
Stage 2: Building a ‘people picture’
REACHING OUT
Information
& Messages
Where, when and how get information
Level and type of information
Where information is derived/sought
When and where are most receptive
Media picture
Key
influencers
Who do and don’t listen to
Who respect
Who delivers
Adapted from GCN Engage
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Segmentation & targeting
Stage 3: Prioritising target groups
PRIORITIES
Readiness to change
Stages of change
Lower barriers/increase benefits
Attractive exchanges
Relevance to resource
Reachability
Bang for buck!
Greatest need
Characteristics
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Segmentation & targeting
Seeing the customer/consumer in the round
A framework tool
(illustrative
examples only)
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The importance of segmenting
Volatile substance abuse –
traditional approach
How
terrifying
, I won’t
be doing
that!
So
what
?
It’s a kids
drug, I
wouldn’t be
seen dead
doing that.
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MESSAGE
Don’t sniff glue or
aerosols, they can
kill you
Hmm, I didn’t
know you could
sniff glue – I’ll give
that a try!
Safer sex – traditional approach
MESSAGE
Practice Safer Sex – Use a Condom Every Time
Yes
I always do
I abstain
That’s only for
people who sleep
around
Breaking the
rules increases
the excitement
(transgression)
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The importance of segmenting
Volatile substance abuse –
way forward
Break down the audience into
clusters with targeted interventions
for each group
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Theory
What do we know about Human
behaviour?
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
A basic theory framework
A range of DISCIPLINES offering potential insights
Ecology
Environmental studies
Cultural studies
Anthropology
Environmental
factors
Economics
Marketing
Political sciences
Sociology
Advertising
social
Engineering
Religious studies
Physics
Education
Biology
Physiology
biophysical
Criminology
psychodynamic
Psychology
Neurology
Social Psychology
Genetics
Psychiatry
Pharmacology
(examples only)
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A basic theory framework
DISCIPLINES offering potential insights using THEORIES
Ecology
Cultural studies
‘Heuristics’ & consumer
information-processing model
Social influence & interpersonal
Communication
Marketing
Diffusion of innovations
Economic market theory
Cognitive consistency & dissonance
Anthropology
Environmental
factors
Economics
Social norms & group dynamics
Environmental studies
Protection Motivation Theory
Political sciences
Self-efficacy – perceived control
Sociology
Advertising
Stages of change model
Social learning theory
Social cognitive theory
Social capital
social
Engineering
Media studies theory
Religious studies
Theory of trying
Education Theory of planned behaviour
Physics
Attribution & balance theories
Theory of reasoned action
Social networks & support
Biology
Living space & design
Indigenous growth
Physiology
Neuroscience
Models of pro-environmental
behaviour
biophysical
Criminology
psychodynamic
Learning styles theory
Instrumental & classical
Conditioning
Psychology
Rossiter-Percy motivational model
Neurology
Behavioural modification
Social Psychology
Genetics
Psychiatry
Pharmacology
(illustrative examples
of disciplines and theories only)
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Value-Action Gap
THEORY: Do humans behave in
“rational” ways that maximise their
individual self-interest?
• People do many things by observing others and copying
• People do many things without consciously thinking
about them
• Money undermines people’s intrinsic motivation to do the
right thing
• People’s self-expectations influence how they behave
• People are loss-averse and hang on to what they consider
‘theirs’
• People are genuinely bad at reaching decisions – fear of
failure and the consequence of action
• People need to feel involved and effective to make a
change
Source: the New Economics Foundation
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Behaviour is affected by more
than ‘what I know’ or ‘what I believe’
What I know
Information,
Knowledge
What I believe
or feel
How I
actually act
congruence
Attitudes,
Values
Beliefs
Actions,
Behaviour
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Major influences on behaviour
Options and choices
To consider and assess the impact of different influences on the behaviour
of the target audience or customer
Re-considering
the significance
of the market
Government
policy and its
implementation
Community
assets and
resources
Social
circumstances
and context
Market forces
The economic &
business climate
Physical
and material
circumstances
Environmental
and cultural
context
Behaviour
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Recognising the significance of
markets on options and choices
Markets
Considering the
‘exchange’ of goods
and services across all
sectors
Statutory
Commercial
Wide range of
government
and NHS related
services local,
regional, national)
Wide range
of private businesses
and services
(local, national,
international)
partnerships
& alliances
Not-for-profit
Wide range of bodies &
organisations across voluntary
and community sector
(local, national,
international)
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Recognising the significance of
markets on options and choices
Markets
While statutory and
not-for-profit sectors are
important, for most people
in terms of the impact on
their everyday lives,
this diagram might better
reflect the reality as it is
experienced
Commercial
Statutory
Not-for-profit
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Competition
Look at the market place…
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Social Marketing Centre
‘Competition’
Less about a specific company
and much more about what is
being offered to people…
fun/pleasure/enjoyment/taste/
affordability/speed/convenience
CB-S 2006
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‘Competition’
our messages
my
attention
?
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‘Competition’
everyday life !
my
attention
?
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‘Competition’
reality check
my
attention
?
happiness
pleasure
fun / enjoyment
satisfaction
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The marketing mix
The ‘P’s in marketing
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Social Marketing Centre
It might be advertising
on bus shelters, buses, billboards…
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Or shock tactics…
www.nsmcentre.org.uk
Seeing the customer
in their social context
indirect
degree of
personal control
Each level has
direct and indirect
influences on the
other levels
direct
www.nsmcentre.org.uk
Can I have another ‘P’ please Bob?
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
Marketing mix
• Product:
what will we be offering the target audience?
• Price:
what will be the cost (psychological, social, financial) to the consumer to take up
this offer?
• Place:
where are we making this offer available?
• Promotion:
how are we going to effectively engage with the target audience and promote this
offering?
• And the 7 P’s applied to the public sector – People, Process and Physical
evidence!
The 4 Ps of marketing are not Posters, Pamphlets,
Public advertising and Publicity events
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80
Accessible
Not just another
silly promotion
We ‘buy into the product’
Price is realistic
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Thank you!
Nationalwww.nsmcentre.org.uk
Social Marketing Centre
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