Social marketing in a nutshell

Transcription

1 EHFG 2013 Social marketing in a nutshell Presented by Hédinn Svarfdal Björnsson Icelandic Directorate of Health With huge thanks to Clive Blair-Stevens for the slides! [email protected]

2 What works...? 1. Motivational Interviewing 2. Social Marketing 3. Brief Interventions

3 Effectiveness? GOOGLE social marketing & you will get both: EFFECTIVE social marketing social marketing in practice RUBBISH social marketing Being able to recognising the good stuff

4 Integrated Theory Framework Wide range of different disciplines that can contribute Advertising Engineering Physics Biology Physiology Environmental studies Political sciences Behavioural Economics Communications Ecology Economics Marketing PR & media Social media Architecture Town planning opportunities options environmental Pharmacology Psychiatry Neurology Genetics social Domains Disciplines biophysical psychological Social Criminology Psychology Psychology Health Promotion constraints choices Public Health Sociology Anthropology Cultural studies Education Religious studies Blair-Stevens 2004 Philosophy & ethics Social work Theology

5 2 parents of social marketing Social parent social sciences social policy social reform social campaigning Marketing parent marketing commercial & public sector Social Marketing Both areas contributing valuable expertise, skills, techniques & theory

6 Different types of Marketing product / service marketing PROFIT societal marketing pro-social marketing cause-related marketing social marketing SOCIAL GOOD relationship marketing social media marketing viral marketing guerrilla marketing undercover buzz marketing multi-level marketing integrated marketing communications direct marketing C.S.R. marketing service/organisational marketing

7 The classic 4 P s of marketing Product What does the customer/consumer get? What s being offered to them? Price How much will it cost them? (Not just money, but also time, effort, emotional costs, etc) Place Where does the relevant behaviour happen? Where are there opportunities to reach the customer/consumer? Promotion marketing mix What package of measures and incentives can be put in place which will be valued by the customer/consumer?

8 Going beyond the simplistic 4 P s One response has been to add some more P s Proposition Partnerships Purse-strings Politics Policy People P How it is envisaged that the intervention will help and support the customer to move from current to desired behaviour. Identifying common goals and working together in genuine collaborative partnerships Looking at ways to maximise resources by engaging across all sectors not just financial but also human resources Recognising the political drivers and potential constraints and looking at ways to inform, influence and engage the relevant political players Using social marketing to help link and connect different policy agendas maximising its impact across a whole system Public, Professionals, Politicians recognising the customer can be any or all of these and gearing efforts accordingly. & potentially many, many more!

9 Effective social marketing combines: a strong customer-focus + consideration of the wider social context Reflecting on the term customer This may not only be the public But also professionals & politicians Adopting whole-systems thinking

10 Individuals in their social context Each level has direct & indirect influences on the other levels

11 The wider determinants of influences on peoples behaviour Adapted Blair-Stevens from Dahlgren & Whitehead

12 What is social marketing?

13 a discipline trade method technique conceptual tool Social marketing can be understood in different ways a profession strategic framework mind-set Social Marketing an approach marketing box of tricks project tool-box campaign planning tool programme

14 Social Marketing is the systematic application of marketing, alongside other concepts & techniques, to achieve specific behavioural goals, for a social good. French, Blair-Stevens 2006 marketing alongside other concepts & techniques systematic application to achieve social good behavioural goals

15 Key features to look for 8 point consistency criteria Customer orientation Behavioural focus Theory informed Insight Exchange Competition Segmentation Methods mix inc: Intervention Mix or Marketing Mix Key features to look for to determine if something is consistent with social marketing customer triangle

16 The customer triangle Behaviour Behaviour Theory & Behavioural Goals INSIGHT Customer Method Mix Intervention mix & Marketing mix Audience Segmentation Blair-Stevens, French 2005

17 Distinction between: strategic & operational strategic POLICY social marketing informing & enhancing policy, strategy & it s implementation STRATEGY IMPLEMENTATION operational social marketing applied as a planned process ie: as a programme, campaign or initiative

18 Strategic Social Marketing is the whole-system application of social marketing to inform policy; assist strategy development; & guide implementation (i.e.: development, delivery & evaluation) social marketing French, Blair-Stevens 2010 whole-system application Policy Strategy Implementation

19 Social Marketing As a mind set customer triangle As a process & set of techniques total process planning framework

20 de-cides framework 5 primary domains de-cides influencing behaviour framework French, Blair-Stevens 2007 Control Inform Control Inform Design Design Educate Educate Support Support

21 de-cides framework 5 primary domains de-cides influencing behaviour framework French, Blair-Stevens primary domain clusters Control Rules Requirements Monitoring Enforcement Police Regulate Legislate Dis-incentivise Inform Communicate Make aware Advise Highlight Signal Remind Trigger Design Alter physical environment Address social context Harness technology Engineer Change systems Educate Engage Mobilise Motivate Inspire Empower Teach Build skills (analytical & practical) Support Assist Provide tailored service Reconfigure a service Provide Incentivise Reward

22 de-cides framework 5 primary domains Control Inform Design Educate Support Example: Intervention mix

23 Value / Cost exchange matrix French 2010 Active Decision Conscious / Considered Incentive Reward Hug Nudge Smack Shove Disincentive Punish Automatic / Unconscious Passive Decision

24 Strategic integration Hug Nudge Shove Smack Control Inform Design Educate Support

25 Example: Sexual health behaviour Sex industry workers Traditional focus on building skills to negotiate safer sex Behavioural focus: a) avoid any discussion never ask! b) Just get condom out c) Avoid direct challenge focus on play Taking control not asking for it

26 Example: High levels of sickness absence Don t take sickie days & win a car No sick leave in a six month period gets employees entrance into a lottery Imagination caught by the possibility of a car or holiday The value of a day off work vs value of the possible prize Results: Absenteeism down 6.4% to 5.7% = 1000 more people working every day Cost of the prizes 500k

27 Example: Pregnant women smoking Give It up for baby Tayside The community pharmacist recruits women. Provides 12 weeks of support & nicotine replacement therapy if required + a financial incentive Women monitored weekly with carbon monoxide breath test. If clear they get a credit of 50 per month (for purchasing groceries & fresh fruit & vegetables from a local store) Ultimately the financial incentive was NOT about the money! but about the social legitimacy with friends

28 Example: Child safety seats Car seats = self evidently safer! Directly reducing injury & deaths

29 Example: Child safety seats CORE INSIGHTS My child is safest in my arms God will decide when to take my baby How to create a valued product or service? Priests bless the car seats AED

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31 Example: Drunk behaviour in Torquay flip-flops & lollipops

32 a renewed focus on customer understanding & insight allied to a behavioural goals based social marketing approach has real potential to bring new energy & drive to our individual & collective efforts

33 Many thanks