diva creative - social marketing specialists

What is it?

• Consumer led relationships and marketing behaviour
• Fun and engaging
• Sustained programmes
• Medium and longer term impacting
• Strategic focus
• Segment and tailored
• Empowers and mobilised
• Whole system delivered
• Life transforming
• A movement from 'expert led' approach to 'value to user' approach

Delivering a ‘value to user’ approach helps to

• Reduce health inequalities
• Provide the right mix of environment, support and education
• Create new social norms
• Fulfil the demand for choice and a voice

Currently...

• 43% of public sector workers consider it very important to develop more flexible and personalised services
• 71% think they have a good at understanding customer needs but only 52% of users agree.
• 82% think is easy for customers to contact them only 50% of citizens agree
• Increasing choice for users was seen as the least important strategic objective by senior public sector managers over the next year with 49% saying it was not important.
• (Source: House of Commons Public Accounts Committee AT Kearney Consultancy 2008)

How do we do it?

• Involve target audiences in needs assessment, setting targets, delivery and evaluation
• Set behavioural goals that are achievable and supported at a strategic and operational level
• Deliver intensive, sustainable interventions that are demand led
• Develop stakeholder and user group coalitions
• Identify and address key barriers and replace with enabling factors
• Develop evaluation and feedback mechanisms that are flexible enough to evolve through changing conditions

Key Attributes of Social Marketing

National Benchmarking Criteria - National Social Marketing Centre

• Involve target audiences in needs assessment, setting targets, delivery and evaluation
• Set behavioural goals that are achievable and supported at a strategic and operational level
• Deliver intensive, sustainable interventions that are demand led
• Develop stakeholder and user group coalitions
• Identify and address key barriers and replace with enabling factors
• Develop evaluation and feedback mechanisms that are flexible enough to evolve through changing conditions

Social Marketing Selling Behaviours

• Accept a new behaviour (e.g. composting)
• Reject a new potentially undesirable behaviour (e.g. starting smoking)
• Modify a current behaviour (e.g. increasing physical activity from 3 to 5 times a week)
• Abandon an old undesirable behaviour (e.g. talking on mobile whilst driving)

Theories

'Insight'

• Developing a genuine insight into the reality of the everyday
• lives and experiences of the audience is critical
• Understanding the motivations

'Exchange'

• What the person has to give in order to get the proposed benefit (e.g. time, effort, money, social consequences, loss of pleasure etc)
• Maximise the benefits, while working to minimise barriers

'Competition'

• Whatever is being ‘offered’ will always face competition, external and internal competition (e.g. the power of pleasure, habit, addiction etc).
• Can include direct counter messages and competing offers
• Or simply competition for the time and attention

3 core principles

Behaviour and behavioural goals

• The driving purpose is to achieve tangible and measurable impact on actual behaviour
• Moves beyond task of communicating information or messages

The ‘Marketing Mix’

Social Marketing should not been seen as a single approach. It is based on a premise that to achieve behavioural goals there will be a range of potential interventions.

Audience segmentation

• Looking at different ways to segment and differentiate audiences.
• Moving beyond the traditional focus on epidemiology and demography.
• Looking at behaviour and psycho-graphic aspects e.g. what people feel/think about the issue.

Total Process Planning Model

Focusing on the positive and problematic behaviour

Stages of Change

• Precontemplation – Not even thinking about it
• Contemplation – Thinking about it but haven’t done anything about it
• Preparation – Planning to act
• Action – Have made a move but not yet a habit
• Maintenance – Have established a behaviour but aren’t committed to it

Prochaska and DiClemente