‘Flesh out the Intervention’

1. FROM PSYCHOLOGY TO MARKETING ‘Flesh out the Intervention’

2. Steps in concept development

3. Total Process Planning Model

4. Segmentation, Targeting, Positioning CUSTOMER INSIGHT

5. TYPES OF SEGMENTATION “Dividing the market into distinct groups with distinct needs, characteristics, or behaviour who might require separate ‘messages’ or marketing mixes” Geographic Demographic Psychographic Behavioural

6. EFFECTIVE SEGMENTATION OF MARKETS

7. Why Personas? • “A social role or a character” • Create a bridge between disciplines • Underpinned by high quality analysis • Accessible to creative professions • Create a consistent reference point for campaign development

8. Planning a Social Marketing Campaign – Scoping • Customer insight - Segmentation Meet ‘Motorway Man’

9. TARGETING A target market consists of ‘customers’ who share common needs or behavioural characteristics that the organisations wish to engage with. Undifferentiated (mass) Differentiated (segmented) Concentrated (niche) Micromarketing (individual)

10. TARGETING – A BALANCED APPROACH

11. POSITIONING How does it measure up to the competition? How does the citizen see the product/message? How are we regarded?

12. Fun Theory – Piano Stairs • https://www.youtube.com/watch?v=2lXh2n0aPyw

13. Social Marketing Price Matrix Campsall, 2010

14. Social marketing guide for public health programme managers and practitioners, European Centre for Disease Prevention and Control (ECDC) and the World Health Communication Associates Ltd (WHCA), 2014

15. Competitor Analysis

16. claim benefits safer sex HIV/Aids ‘5-a-day’ eat fresh fruit & vegetables report domestic violence recreational drugs social networking mobile phones park & ride physical activity friends peer approval music internet avoid drugs & limit alcohol the environment fast food computer games risk taking excitement fun/enjoyment fashion don’t smoke binge drinking recycling attention & engagement ring the helpline being connected pleasure happiness beauty use public transport adulthood / maturity don’t speed sports clubs satisfaction get child immunised convenience report crime youth club cars / motorbikes families & children speed / exhilaration cross road safely vote careers advice ‘rat on a rat’ nicotine replacement education youth culture volunteer money smoke sex

17. Competitor Analysis ABC • Competing for Attention • Who or what is making the most noise? What is resonating with your target market? What might you need to do to be heard? • Competing for Behaviour • What are the competitive behavioural alternatives to you preference? • Competing for Channel • Is your channel preference being overrun by

18. Competition – 3Cs • Combat • Do you work against the competitor message and seek to overpower it? • Compliment • Do you find a way of communicating that resonates in a similar way? • Collaborate • Do you try and join forces through CSR or influencer programmes?

19. ROAD CREW

20. NSMC – ROAD CREW • https://www.youtube.com/watch?v=-gOfbL3Fh8k

21. ROAD CREW EXERCISE

22. Channel Selection

23. CATEGORIES & CHANNELS

24. Affordability Marketing Factors Scalability SEGMENTATION Efficacy Behavioural Factors Proximity Channel Strategy TARGETING DOSAGE Complexity Content Factors POSITIONING Quality Desirability Competitive Factors Receptivity

25. Exercise: Dosage

26. GOING SOCIAL

27. History of Social Media • Definitions • Personal profiles • Friending • Sharing

28. Who Owns Social Media?

29. History of social media Exercise: Social Media & me

30. Social Media & Me discuss in groups your own personal experiences of social media. Things to think about: • What platforms do you use on a regular basis? • What have you used before but didn’t like? • How do you interact with the things you see? (like, share, comment) • What type of messages / content do you share? • What type of content do you hate? • Do you interact with any brands? • Do you have arguments online? There will then be a class discussion covering these points and discussing how each of you use your own personal social media accounts.

31. Social Media in 2016 CHANNEL EXPLOSION

32. 5 Important Questions • Channel purpose • Channel values • Channel demographics • Channel reach • Channel advertising

33. global DIGITAL COMMUNITY

39. Engagement is king

40. How to Win at The Internet

42. Engagement is King Exercise

43. Types of Engagement • In groups list out each of the various social networks that are AVAILABLE TO YOU and come up with ways in which you might ENGAGE with your TARGET AUDIENCE through each of the platforms.

44. Amazing Examples & total #fails

45. EMBRACE LIFE • https://www.youtube.com/watch?v=h-8PBx7isoM

46. #HASHTAGFAILS

47. #HASHTAGFAILS • Check for existing content. Search for how the hashtag is used on Twitter. • If you hijack a hashtag, make sure you know what it means. • Always check the meaning of an acronym before using it. • Make hashtags as narrowly focused as possible. • Do not use trending hashtags to capitalise on the misfortune of others. • When combining words, always review for alternative interpretations. Capitalise words to eliminate confusion. • Run hashtag ideas by multiple people. • Read it out loud. Read it again. Out loud.

48. Social Media Re-Cap • Keep Social Media social • Think about 4 Big questions for each channel • Are there any competing messages? • Do you have the resources to do it?