Social Marketing principles and processes

8/7/2019 Social Marketing principles and processes

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Social Marketing

principles andprocesses

Jeff [email protected]



I believe in

evidence basedpresentations!





WARNINGThe views expressed in this presentation are purely

my own and those of all right thinking people

everywhere. I may start to rant because I

passionately believe that Social Marketing can do a

tremendous amount of good in the world. These

thought have been put together over many years

and should only be engaged with by citizens and

professionals who are prepared to take a critical

look at what they are doing. Those seeking to

replicate these ideas and recommended actions at

home do so at their own risk.



Which shape and colour best

represents the way youoperate at work ?



My thesis

We face massive behavioural challengesthat can only be tackled by:

Using insight that to create value for people

&

Systemic delivery through a planned Social

Marketing approach across civic society





Health Promotion

Public Health

Health Education

Communityempowerment /

engagement

Socialmarketing

Other

forms of

interventio

n: Design,

Informatio

n etc.



The discipline of socialmarketing

Scope Develop Implement Evaluate Follow-up



Sir John Harvey-Jones (1924 - 2008)

The nicest thing about not planning isthat failure comes as a complete surprise

rather than being preceded by a period

of worry and depression."



What SM can deliver

Ensure that every £ is spent where it

can have the most effect

Save you money by reducing and

redirecting funding

Provide a clear line of connection

between investment and outcome





We cant afford the waste of not learning and reinvention



Ernest Rutherford

(1871 - 1937)

By 1902 Rutherford had

established a new

branch of physics called

radioactivity. His work

on radioactive decaywon him the 1908 Nobel

Prize in Chemistry.

He also established the

nuclear theory of the

atom. In 1919, he

announced his successin the artificially

disintegration of an

atom.

He died at Cambridge,



Opportunities

Growing user , citizen powerand the need for citizen driven

solutions.

Big demand for effective andefficient ways to tacklebehavioural changes.

New technology,methodologies and evidencethat enable more user drivensolutions and customisation.



The big societal challenges

climatechange

poverty

recyclingalcoholphysical

activity

theft

obesitypollution

drug usesexual health

smoking

violence

inequality

HIV / Aids





Put your hands up generation LXyou are the Charmed Generation Typically, people born between1950 and 1970

Highest disposable income

Huge and growing Capital worth

More technologically advanced than people think

Increasingly disability-free and healthy life expectancy

Buy over half of luxury goods

Women spend 20% more on clothes than youngercounterparts

You want it how you want it

Strategic Social Marketing LtdStrategic Social Marketing Ltd



Citizens want to be listened to and engaged



Gener llyGener lly

tr sted t telltr sted t tell

t e tr t ?t e tr t ?



Responsive pubic services?MORI survey in 2005 following words best described public service,

Highest ranked words:

Bureaucratic

Infuriating

Faceless Hardworking

Unresponsive

Unaccountable.

The lowest ranked words:

Friendly,

Efficient

Honest

Open.



Over 1,000 unique usersvisited the webpage (out of

around 3,000 employees).

7% more customers are

happy

4% rise in the numberwho think the council ishelpful.

What made it work was that it was

driven by the audience and centered

on them interacting with the activities

set up



How it feels the fatal conceit

The State andExperts know

best

They dontThey dontThey dont



Jeff,W

elcome to YourA

mazon.com(If you're not Jeff French, click here.)



Its not about

telling and selling.

Its about bringinga relationship

mind set to

everything we do

Jim Stengel Global Marketing Chief Proctor & Gambel



The new driver: Citizen Perceived Value

The challenge of communication and

engagement and coproduction

The legitimacy and

necessity of actionon:

± Knowledge

±Attitude

±Beliefs



How many sociologists does it take to change a light bulb ?

What do you get when you crossan economist with a

psychologist and a member of

the mafia?



Valuing different sources of learning

criminology

marketing

AND MANY MORE



If you can get them

asking the wrong

question the answers

dont matterThomas Pynchon



the futility of isolated

initiatives.

Wrong question:

How about a new

initiative?



Wrong question:

How do we tell people what to do?




Postpone 1st sexual activity

Don¶t idle the car

Don¶t smoke in public places Eat 5-a-day fruit & veg

Don¶t binge drink Don¶t vandalise Go to screening service

RecycleCut back on fatty foods Don¶t falsely claim benefits

Don¶t drug driveConserve energy Register to vote

Don¶t drink & drive Get immunised Don¶t graffiti

Don¶t smoke while pregnant Cut-down on red meat Vote

Exercise Use public transport

Don¶t steal Cut down on calories

Drink sensibly Don¶t speed in carsDon¶t carry knives

Don¶t bully & threaten othersComplete tax forms Reuse bags

Use smoking cessation service Volunteer Don¶t litter Use a condom Limit water useGo for a check-up

Don¶t smoke Use helpline Don¶t start fires Safer sex

Don¶t drive using mobile phone Avoid sugary foods & drinks

Report crimeCut back on waste Check on neighbour



Sometimes creative insight driven

communication does work by itself



The Right Question

How can I create systems,

environments, products

and services that will help

people change andcommunicate this is a way

that they will understand

and respond to?





3 core concepts3 core concepts

Insight

Competition

Exchange & Choice Architecture




Why demography is not enough

demographic

male

born 1948British

2nd marriage

affluentwell known

family



W hat causes bingedrinking ? You only haveto look at the price list (Bar manager)

Binge drinkers consider it their right, Its a release

for the working class to forget their lives

(Youth worker)

Supply Side logic

Socio political logic

Insight is the key



Its very important to get

drunk. Im spending money

and I want to get drunk, and

if I dont its just a waste of

money!

Quoted in Alcohol Harm Reduction Strategy for England

CabinetOffice 2004

Personal contextual logic

Insight is the key




attention

engagement

Documents

Social Marketing principles and processes