Introduction to Social Marketing Planning for

Behaviour ChangePresented by:

Jim Mintz

What we do

• Product & Service Marketing• Policy & Program Marketing• Social Marketing• Sponsorship/Partnerships• Organizational Branding• Social Media/Digital

Engagement

Agenda

• Introductions • Overview: Social marketing• Developing the Plan I • Lunch• Developing the Plan II• Wrap up

Social Marketing

Social Marketing

Social Marketing

Social Marketing

Social Marketing

Organizations don’t plan to fail … they fail to plan

Social Marketing

“Social marketing is simply about influencing the behaviour of target audiences. There are many more target audiences who need to act besides “problem people” if we are to solve major social problems.” Alan Andreasen, Social Marketing in the 21st Century

Social Marketing

What are the Benefits

of Adopting a SocialMarketing Approach?

Benefits of Social Marketing

Comprehensive integrated innovative strategic approach Integrate and coordinate other components Make better resource decisionsAssist in attraction of resources

Benefits of Social Marketing

Executing integrated campaignsOffers an organization a strategic framework from which to workBuilding your reputation with stakeholders Providing a performance measurement framework

Social Marketing

Social Marketing is a Way of Thinking

Our world is changing rapidly...Technology Health Demographics Social Values Economics

Environment

Social Marketing provides a strategic approach for dealing with these

changes…

Social Marketing

Who is doing Social Marketing to change peoples attitudes and encourage behaviour

change?

• Barrier of introducing "performance based culture”

• Conflict with core values• Requires significant

management support and time

Challenges of Introducing Social Marketing into a Public Sector/ Non-Profit Organization

Three Approaches to Social Change Education Law Social Marketing

Social Marketing Challenges

• Public scrutiny• Extravagant expectations• Non-existent or negative demand• Non-literate target audiences• Highly sensitive issues• Behaviors with invisible benefits

Current State

Desired State

Strategic Gap

Current State

Desired State

Strategic Gap

Filling the Strategic Gap:Using a social marketing approach will help move target audiences through the Stages of Change over time and help bring target audiences closer to desired state

Meaningful Impact Takes Time

• Only long-term efforts (3 to 5 years) produce measurable changes

• Sufficient investment, measurable goals, differentiation from other initiatives, strategic and creative approach, continuity in message

• Phased approach

“It’s easy to make a buck. It’s a lot

tougher to make a difference”.

- Tom Brokaw

Let’s Get Started

Situation Analysis

Background and Issue Definition

• The intended impact of a successful campaign

• The campaign focus• The purpose of the

campaign

Environmental Scan

An environmental scan is a synopsis of research on

external factors that could affect your campaign

PEST Analysis

SWOT Analysis

The SWOT/TOWS Matrix

Market Segmentation

Market SegmentationGEOGRAPHICALLY SETTINGS

RegionsCounties/CitiesNeighbourhoodsClimateNorth/South

HomeSchoolWorkplaceHealth care facilityCommunity facilityCommercial property

DEMOGRAPHICALLY PSYCHOGRAPHICALLY

AgeLife-cycleGenderLevel of educationReligion/nationalityLanguageUrban, rural, suburbanIncome /OccupationCultural background

AttitudesBeliefsValuesOpinionsHopes, fearsNeedsDesiresSocial norms/social classPerceptionsStage of Change

Identifying Target Audiences

Stages of Change Model

Psychographics

Personas

TARPARE Method

Analysis of Target Audience

Influencers

Gatekeepers

Selecting the Target Market

Greatest need Most ready for ‘action’ Easiest to reachBest ‘strategic fit’

Social Norms

• Beliefs about attitudes & behaviors that are normal and acceptable

• People's perception of these norms influence their behavior.

Social Norms

• Beliefs about attitudes & behaviors that are normal and acceptable

• People's perception of these norms influence their behavior.

7 Assumptions of Social Norms Approach

• Actions based on misinformation/misperceptions of others' attitudes/behaviour.

• When misperceptions defined/perceived as real, they have consequences.

• Individuals accept misperceptions rather than changing them, hiding from others true perceptions, feelings, or beliefs.

• Effects of misperceptions self-perpetuating they discourage expression of opinions & actions falsely believed to be nonconforming while encouraging problem behaviors falsely believed to be normative.

7 Assumptions of Social Norms Approach

• Information about actual norm encourage individuals to express beliefs consistent with true norm & inhibit problem behaviours inconsistent with it.

• Individuals who do not engage in problematic behaviour contribute to problem by how they talk about their behaviour. Misperceptions strengthen beliefs & values that they do not themselves hold & contribute to climate that encourages problem behaviour.

• For norm to be perpetuated not necessary for majority to believe it, but only for majority to believe majority believes it.

Competing Behaviours and Barriers

Competing Behaviours and Barriers

Mistake Number 4

Upstream Social Marketing

Upstream Social Marketing

Upstream Social Marketing

Setting Objectives

• Knowledge objectives• Belief objectives• Behaviour objectives

Setting Objectives

Mistake Number

Research in Objective Setting

• Important to consider research conducted with audience before the campaign.

• Research can help to identify information most needed by audience, current attitudes and perceived barriers, thus indicating what objectives may lead to behaviour change.

SMART Objectives

Specific

Measureable

Attainable

Relevant

Timed

Social Marketing Research

Social Marketing Research

Primary and Secondary Research

Social Marketing Research

• Exploratory• Formative• Pre-Test• Monitoring• Evaluation

Marketing Research Brief

Marketing Research Brief possesses clarity, depth of thought and provides direction

Branding

Branding

Social Marketing Branding

Social marketers branding serves a number of purposes:

• Provide a recognizable symbol • Create associations in the minds of consumers• Create a personality for intervention• Convey positioning & image • Make it easier and save money introducing new

products/programs/services• Less need to devote resources to communication

Positioning

The place the product occupies in the consumers’ minds relative to competing products.

Positioning

I want my target audience to see______ (desired behaviour) as ______ (a phrase describing positive benefits of adopting the behaviour) and as more important

and beneficial than______ (the competing behaviour).

“I want my target audience to see breastfeeding as loving and healthy and as more important than concerns with nursing in public”

“I want my target audience to see moderate physical activity as easy and something they can fit into their everyday lives and more important than sleeping in.”

Positioning

4 P’s of Marketing

4 P’s of Social Marketing

• 

Product - Desired behaviour change

Price - Costs to make the change

Place - Locations to deliver the message

Promotion - Messages to encourage change

Product

Product

Price

Price (monetary or non-monetary) associated with adopting new behaviour.

Monetary Costs

Tangible objects/services that accompany the campaign:

Bike helmets, life vests, emergency preparedness kits, sunscreen, condoms, birth control pills, recycled paper, energy saving appliances.

Fees for family planning services, swimming classes, parenting classes, smoking cessation products, fitness clubs, taxi rides.

Non-Monetary Costs

Time Sorting garbage, pulling over to use phone, cooking balanced meal, getting rid of weeds by hand, putting together emergency preparedness kit, reusing grocery bags, using mass transit instead of automobile.

Psychological risks Letting lawn go brown in summer, telling loved one that he/she drinks/eats too much, using sunscreen and coming back from “south” pale

Non-Monetary Costs

Physical discomfort or loss of pleasures from activities

Mammogram, wearing life vest, doing exercise when “out of shape”, craving drink or cigarette, rejecting dessert when on diet.

Some incentives will come naturally with behaviour change and in other cases campaign can build in rewards or recognition as incentives.

Place

• Place is where and when target will perform desired behaviour & access products and services.

• Objective is to make it as easy as possible for target to get the tools they need to make behaviour change.

Place

• Where does target make decisions about the desired behaviour

• Network of intermediaries may be established to reach target groups.

Promotion

Promotion is persuasive communication and a tool that ensures the target audience knows about the offer, believes they will experience the stated benefits and is inspired to act.

Promotion

Promotion has two components: The messages and the tactics used to deliver the messages.

Messaging: Key messages are not necessarily slogans or taglines but brief statements highlighting the bottom-line message(s) to a campaign.

Promotion

Segment messagesPre testCall to action

Promotional Tactics

• Advertising & Public service announcements • Proactive public relations • Promotional and collateral material• Web and digital /social media marketing • Direct marketing - print and e-mail• Face to face marketing • Publications/posters/ other print materials • Educational and promotional products• Strategic alliances and partnerships

Low Cost Tactics

• Misconception that you need a lot of money to develop a comprehensive social marketing campaign.

• Two reasons for this misconception:

• Organizations that don’t have a lot of money feel it is hopeless to do social marketing and run “public education” campaigns which focus on awareness but not much else.

• Organizations e.g. government believe they have to spend a lot of money on paid media

Low Cost Tactics

Strategic Alliances and PartnershipsFace to Face Marketing Proactive Public RelationsSocial Media Tools and Tactics

Strategic Alliances and Partnerships

Benefits of Strategic Alliances

• Financial• Credibility and enhanced

influence• Strengthened relationships• Access to new networks and

distribution channels• Access to new sources

Face-to-Face Marketing

Benefits of Face-to-Face Marketing

• Provides opportunity to meet with key stakeholders or targeted populations.

• Most appropriate for personal intervention to deliver detailed information, build trust and gain commitment.

• Excellent way to compile data and build a database.

• Provides fast and flexible solutions in a changing environment.

Success in Face-to-Face Marketing

• Staff involved must be well trained• Well defined plan • Pick the right opportunities• Have a great presence• Follow up and evaluate• Have a good partner

Proactive Public Relations

Social Media Tools and Tactics

Social Media Tools and Applications

5 Categories of Social Media Tools

• Social/relationship networks (there are numerous sub-categories here)

• Social/instant messaging• Blogging• Review/rating sites• Discussion forums

Creative Brief

3 key things your creative team needs to know:

Who are we talking to? What do we want them to do? And why should they do it?

Creative Brief

How not to do a creative brief

https://www.youtube.com/watch?v=Wac3aGn5twc&feature=youtu.be

Monitoring and Evaluation

Monitoring and Evaluation

Monitoring and Evaluation

Measuring Outputs

• web analytics • reach and frequency • media coverage • materials distributed. • accomplishment of planned activities• evaluating partnership relationships• campaign awareness• partnerships created• upstream programs

Measuring Outcomes

• changes in behaviour/behaviour intent• changes in knowledge• changes in belief/attitudes/opinions/perceptions/

values• also may include:

• response to social media and direct marketing • purchase of products and services • client satisfaction levels

Measuring Impacts

• lives saved• diseases prevented• violence prevented• injuries avoided• improvement in the environment • crimes prevented

Monitoring and Evaluation Methods

• Surveys of target audience• Benchmark surveys• Qualitative techniques• Records and databases • Scientific and technical surveys

Budgeting

The affordable method The competitive-parity method The objective-and-task method

Objective Task Method

Implementation

• What actions need to be performed;• Who will be responsible; • When activities will be completed; and • Costs associated with each activity

• Target audience • Geography • Objectives• By stage of change• A mix of several factors

Phased Approach Methods

Thank You!

“Marketing is not an event, but a process . . .

It has a beginning, a middle, but never an end, for it is a process.

You improve it, perfect it, change it, even pause it.

But you never stop it completely.” Jay Conrad Levinson

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E-mail: jimmintz@cepsm.caPhone: 343.291.1137Mobile: 613.298.4549Website: www.cepsm.caBlog: www.jimmintz.caTwitter: @jimmintz343 Preston Street Ottawa, ON  K1S 1N4Blog: www.jimmintz.ca