Insights into Social Marketing: Enhancing Behavioral Change

1. WP 4: Updating the Barnsley Exchange. Working on social marketing What is social marketing?

2. What is Social Marketing…? 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

3. Product Message Communicate Hoping the customer chooses to act The Social Marketing Difference Traditional Health Promotion Problem Social Marketing Insight Product Message Conversation Measure Develop intervention (product) which is focused on the customers needs – and makes adopting the behaviour easier

4. The Social Marketing Process • Robust focus on process, measurement and evaluation – continuous improvement

5. Customer orientation Clear focus on behaviour & behavioural goals Informed by behavioural theory Insight – what moves/motivates? Exchange – increase benefits/reduce barriers Competition – internal/external Segmentation – targets specific audience groups Mix of methods – right service for right people The 8 Benchmark Criteria

6. A way to identify Social Marketing

7. 1. Customer OrientationPuts the customer at the centre – seeks to understand the target audience by using a mix of quantitative and qualitative research Vox pops Focus groups interviews, consultation Diaries Existing research and publications and data

8. From selling what WE want…

9. From selling what WE want… Health

10. To selling what our AUDIENCE wants

11. To selling what our AUDIENCE wants

12. To selling what our AUDIENCE wants Convenient Something for Me Fun Not as Bad Popular Easy

13. 2. Behavioural Goals We sell behaviours… Accept a new behaviour (plan to breastfeed) Reject a new potentially undesirable behaviour (encourage young people to not start smoking) Modify a current behaviour (responsible drinking) Abandon an old undesirable behaviour (stop smoking)

14. Behavioural Goals It’s about more than just telling – it’s about behaviour. Raise awareness of the ‘five a day’ message Media campaign to inform the community Increase the number of people eating ‘five a day’. Retailer partnership with incentives for people who buy five portions of fruit and vegetables in their shopping (encourages behaviour and provides a mechanic for measurement) NOTE: Awareness is acceptable, as a step on the way to achieving behaviour

15. 3.Behavioural Theory When you know their behaviour use behaviour theory PLUS insight & experience to add ‘WHY they do what they do’…. Social Cognitive Theory Maibach & Cotton, ‘95 & Bandura ’86) Why they do what they do Our behaviour is influenced by internal and environmental factors. Internal – knowledge, ability, desire, attitudes. Environmental – resources, availability, accessibility. Stages of Change Where people are at… Pre-contemplation – contemplation – preparation – action – maintenance - termination Exchange Theory How to get them to do something else Win:Win Not just individual needs / wants but what society allows. If exchange is intangible – need to add value / branding.

16. 4. Customer Insight Taking what we know from the research as part of the customer orientation – and turn these learnings into “actionable insights” Find out what is going on in people’s lives to help you design a solution – don’t always rely on what people are telling you Ask yourself the simple question “How will this insight help me change a behaviour?”

17. 5 & 6 Exchange and Competition As part of developing the insight, need to consider: What are the costs and benefits of adopting a new behaviour? What/who else is competing for your audience’s time, attention and inclination to change?

18. Influences on the consumer Lifestyle Factors Social Context Stress Physical Activity Diet Sexual Behaviour Drug Use Smoking Society Direct & Indirect Impact Direct & Indirect Impact Communities and Neighbourhoods Consumer Family and Friends Direct & Indirect Impact Individuals Wider Determinants of Health & Wellbeing Neighbourhood renewal Transport Environment Education Employment Economy & business climate Inequalities Housing Regeneration Crime & fear of crime Arts & culture Leisure activities Community development & involvement

19. The Rational Exchange Is most often internal: Psychological cost Social cost Financial cost Physical cost Time cost Incentives to reduce or increase Psychological benefit Social benefit Financial benefit Physical benefit Time benefit

20. Understanding the competition‘our’ mission & messages

21. Understanding the competitionEveryday life

22. Understanding the competitionReality check

23. Health isn’t seen as an important issue to most consumers, it’s taken for granted People tend to chose what’s best for them in the short term People ignore long-term implications Bring real benefits to the present

24. Often what we offer can be: • Boring • Difficult • Lonely • Can you offer something: • Fun • Easy • Popular

25. Often focused on getting people to: Stop doing what is fun, easy, popular Add a new hassle into an already hectic life May be the opposite of current prevailing behaviour Offers benefits in the distant future Public Health Campaigns

26. People’s desire for fun, easy and popular Easy: fitting in with daily hassles Need to increase benefits, decrease barriers Appeals to immediate self interest Marketing recognises

27. 7. Audience Segmentation Ideally we would communicate with every person individually – but this is not cost effective or practical! Segmentation divides an audience into groups which behave in the same way, or have the same needs – so that interventions can be tailored to suit. Segments can be prioritised based on a number of factors: those in need of most help, most likely to respond, quantity, health needs etc Enables us to focus the people/groups critical to the success of the program

29. Segmentation Variables Demographic Geographic World, region or countryCounty regionPostcodeCity / inhabitants sizeDensity – urban ruralHome typeHome ownership Climate AgeGenderLife stage/Marital StatusSexualityIncomeOccupation Education Religion RaceGeneration Nationality Behavioural Psychographic Occasions (regular, social) Benefits (quality, service, convenience)User status (non user, ex user, potential..)Usage RateLoyalty statusReadiness stageAttitude towards product Social ClassMotivationsAspirationsLifestyleValues BeliefsAttitudesPersonality Adapted from Kotler, Roberto, Lee (2002)

30. Classifying consumers by postcode

31. Example Lifestyle Group : Ties ofCommunity Key Features • Young couples • Children • Family close by • Older houses • Small industrial towns • Traditional • Close knit communities • Working family tax credit • Inactive lifestyles Communication • Receptive – Communal centres, Red top newspapers • Unreceptive – Heavyweight magazines, Broadsheet newspapers

32. It is not ONE activity but a mix of interventions and methods that is tailored to the audience we are working with The key is that this intervention is based on where our audience arenow in reality not where think they are or should be The interventions are tailored to the outcome we want to achieve – Positive behaviours = increase incentives and remove barriers. Problem behaviours = reduce benefits and add barriers In any marketing mix, the key is ‘What’s in it for me?’ – We need to offer benefits and incentives relevant to our audience 8. Methods mix and interventions

33. DESIGN CONTROL SUPPORT INFORM Methods mix and interventions

34. DESIGN CONTROL SUPPORT INFORM set environmental & physical context, design, engineer, availability, distribution

35. SUPPORT DESIGN INFORM CONTROL provide a service support & respond ‘give people what they need, want, or value’

36. INFORM SUPPORT CONTROL DESIGN inform, advise, build awareness, encourage, persuade & inspire

37. CONTROL DESIGN INFORM SUPPORT legislate, regulate, enforce, police, require, set standards

38. For example – childhood obesity Educate Design Motivating materialsPeer led activityCurriculumBrandingThrough partners Cycle pathsWalking sheltersPlay areasLocal food co-opsGrowing facilities Support Control Parents ToolkitActivitiesRecipesCooking skillsPrice promotions Ban advertising of junk foodLabellingRemove excess salt

39. Evaluation • If you can’t measure it should you be doing it all? • Create a Test-Learn-Refine culture • Proportionate evaluation budget allocation • Start the process early • Clarity of social marketing objectives • Build behavioural change hypotheses to drive the evaluation thinking • Evaluation measures to include a ‘line of sight’ to behaviour change • Use a range of measures • Adopt a consistent and rigorous approach to evaluation • Maximise evaluation learning from negative sources • Question activities that cannot be evaluated

40. Social Marketing at work: the Lidingo case

42. Use the 8 benchmark criteria to assess a new or existing project • Lidingo case • Problem: not enough older people attending a new venue for social activities • Questions we asked: • Who is your audience? • What do you want them to do? • What are the barriers? • Could you offer incentives? • What’s going on in their lives? What’s the competition? • How can you make it fun, easy, popular? • If you started the process again, would you have done the same thing?

43. Thanks