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

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

5. 1. Customer orientation 2. Clear focus on behaviour & behavioural goals 3. Informed by behavioural theory 4. Insight – what moves/motivates? 5. Exchange – increase benefits/reduce barriers 6. Competition – internal/external 7. Segmentation – targets specific audience groups 8. Mix of methods – right service for right people The 8 Benchmark Criteria

6. A way to identify Social Marketing

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

8. From selling what WE want…

9. Health

10. To selling what our AUDIENCE wants

12. Easy Convenient Popular Fun Something for Me Not as Bad

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 Social Cognitive Theory Maibach & Cotton, ‘95 & Bandura ’86) Why they do what they do Stages of Change 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. Our behaviour is influenced by internal and environmental factors. Internal – knowledge, ability, desire, attitudes. Environmental – resources, availability, accessibility. When you know their behaviour use behaviour theory PLUS insight & experience to add ‘WHY they do what they do’…. Where people are at… Pre-contemplation – contemplation – preparation – action – maintenance - termination

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. Consumer Social Context Lifestyle Factors Stress Physical Activity Diet Sexual Behaviour Drug Use Smoking Wider Determinants of Health & Wellbeing Neighbourhood renewalTransportEnvironmentEducation EmploymentEconomy & business climate InequalitiesHousing Regeneration Crime & fear of crimeArts & cultureLeisure activities Community development & involvement Direct & Indirect Impact Society Communities and Neighbourhoods Family and Friends Individuals Influences on the consumer

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

20. Understanding the competition ‘our’ mission & messages

21. Understanding the competition Everyday life

22. Understanding the competition Reality 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 BehaviouralPsychographic Geographic Age Gender Life stage/Marital Status Sexuality Income Occupation World, region or country County region Postcode City / inhabitants size Density – urban rural Home type Home ownership Climate Occasions (regular, social) Benefits (quality, service, convenience) User status (non user, ex user, potential..) Usage Rate Loyalty status Readiness stage Attitude towards product Social Class Motivations Aspirations Lifestyle Values Beliefs Attitudes Personality Adapted from Kotler, Roberto, Lee (2002) Education Religion Race Generation Nationality

30. Classifying consumers by postcode

31. Example Lifestyle Group : Ties of Community 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 are now 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. CONTROL SUPPORT INFORM DESIGN Methods mix and interventions

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

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

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

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

38. For example – childhood obesity Educate Design SupportControl Motivating materials Peer led activity Curriculum Branding Through partners Cycle paths Walking shelters Play areas Local food co-ops Growing facilities Parents Toolkit Activities Recipes Cooking skills Price promotions Ban advertising of junk food Labelling Remove excess salt

39. Evaluation If you can’t measure it should you be doing it all? 1.Create a Test-Learn-Refine culture 2.Proportionate evaluation budget allocation 3.Start the process early 4.Clarity of social marketing objectives 5.Build behavioural change hypotheses to drive the evaluation thinking 6.Evaluation measures to include a ‘line of sight’ to behaviour change 7.Use a range of measures 8.Adopt a consistent and rigorous approach to evaluation 9.Maximise evaluation learning from negative sources 10.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