f&p powerpoint template
TRANSCRIPT
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Social Marketing
A workshop for Education & Training
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Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
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Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
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It can help us meet our goals
more effectively...
more cheaply...
and without intrusive
regulations
The Times
”
“
George Osborne
The Guardian
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What is Social Marketing?
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70’s
80’s 90’s
00’s
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Commercial marketing
AIDA
• Attention
• Interest
• Desire
• Action
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But what we do is different…
• Lifestyle changes
• Personal benefits aren’t
always so clear
• People aren’t that rational – Social norms
– Habit
– Mental short-cuts (heuristics)
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Social norms
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Habits
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Heuristics
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Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
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• Aimed at everyone
• Focused on the
product
• What’s it asking
me to do?
• Targeted at 18-34
working women
• Focused on the
customer benefit
• Clear call to
action
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Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
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1) Segmentation
There’s a tendency to try to focus on everybody.
You can’t.
Please don’t try.
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Demographic
Behavioural Attitudinal
Geographic
Age
Gender
Family size
Income
Occupation
City or borough
Postcode
Urban / rural
User status – non-user, ex-user, potential
Usage rate or occasions
Loyalty status
Readiness stage
Motivations
Personality
Values
Beliefs
Lifestyle
Education
Religion
Race
Generation
Nationality
How do you segment?
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24
Environmentally Aware
Income
40
60
80
100
120
140
160
“Rupert & Penelope”
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2) Insight
A deep truth about the citizen based on
their behaviour, experience, beliefs, needs
or desires, that is relevant to the task or
issue and rings bells with targeted people ”
“
Sir David Varney
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Truth campaign
Traditional messages
Life expectancy, illness
& disease
Cost, disposable
income
Teen insights
Living in ‘the now’
Self-perception as ‘an adult’
not ‘a child’
Distrust of authority;
rebellion
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3) Behavioural goals
Your campaign should focus on changing
actual behaviour.
Not just raising awareness or changing attitudes.
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4) Methods mix
Use a mix of interventions to achieve your goals.
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4) Methods mix
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5) Evaluation
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Awareness
Understanding
Behaviour (claimed or actual)
Attitudes
from 12% to 61%
from 54% to 69%
“very likely” to join:
from 2% to 4%
Membership from 654 to 2,158
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Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
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38
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Don’t die before you’ve lived
• Segmentation: 11-15yr, weighted BAME, boys and girls
• Insight: Most teens aspire to a dream; death seems a
long way off. Linking carelessness on the road with
shattered dreams strikes a chord
• Behavioural goal: Reduce the number of Teens killed or
seriously injured on London’s roads by 40%
• Methods mix: Advertising, partnerships with Bebo /
Channel 4, work in schools etc
• Evaluation: Proved effective with “medium risk” teens;
“high risk” teens tend to ignore any road safety messages
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Further reading
• National Social Marketing Centre’s Big Pocket Guide to Social Marketing:
http://www.thensmc.com/sites/default/files/Big_pocket_guide_2011.pdf
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And finally…
A small group of thoughtful people
could change the world.
Indeed, it’s the only thing that ever has.
US anthropologist Margaret Mead
”
“