social media for behaviour change
DESCRIPTION
Max St John, NixonMcInnes www.charitycomms.org.uk/eventsTRANSCRIPT
Social Marketing Conference: Changing Behaviour Through
Communications
30 November 2011
www.charitycomms.org.uk
www.twitter.com/CharityComms
www.facebook.com/CharityComms
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Social media and behaviour change: planning and doing
Max St JohnHead of Non-Profit and Public Sector@maxwellinever
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Not me
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Me
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Who I work with
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Social media, blah blah blah
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What am I talking about?
Designing a campaign
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Who’s NixonMcInnes ?
You know your target audience but what do you know about their life online?
• Where do they go and what do they do?
• What are their attitudes and language?
• Who do they listen to?
Insight and planning
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Understanding audience hangouts
google.com/adplanner
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Researching attitudes
brandwatch.net
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Finding out who they listen to
google.com (look left!)
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Who’s NixonMcInnes ?
• Find where they are and what they do online
• Understand their attitudes and language
• Map their influencers – people they listen to
• Don’t do this in isolation, talk to them too.
• Use all of this to help inform your campaign.
Planning: conclusion
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Who’s NixonMcInnes ?
Social media for changing behaviour:
• Case study: Social games / stages of change
• Case study: Online community / social cognitive
• Overview: Social norms and social proof
Changing behaviour
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Stages of change
Pre-contemplation: “I’m unaware I have a problem ”
Contemplation – “I need to do something about this”
Preparation – “I know what I’m going to change”
Action – “I’ve recently changed my behaviour”
Maintenance – “I haven’t relapsed”
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Stages of change and social games
bit.ly/thinkpigbit.ly/thinkpig
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Stages of change and social games
Pre-contemplation: “I’m unaware I have a problem ”Soft introduction of the issues, through game play.
Contemplation – “I need to do something about this”Educate through community engagement via Facebook page.
Preparation – “I know what I’m going to change”Provide recipes and other take aways to make change easy.
Action – “I’ve recently changed my behaviour”Encourage the audience to self-report through comments.
Maintenance – “I haven’t relapsed”Use long term contact through Facebook to help maintain.
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Social games: evaluation
Pig farming methods are reported on at a national level.
We can’t realistically tie this back to Facebook activity.
Instead we look for indicators that demonstrate success.
• Awareness: exposure to messaging – game plays.
• Contemplation: engagement through page – likes/comments.
• Preparation: uptake of tools – downloads of recipes.
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Social Cognitive
Reciprocal determinism – “What’s telling me to chang e?”
Behavioural capability – “Am I able to make this chan ge?”
Self-efficacy – “Can I really do this?”
Observational learning – “If they can do it, so can I .”
Reinforcements – “How can I celebrate my achievement? ”
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Social cognitive and communities
virginmediapioneers.com
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Social cognitive and communities
Reciprocal determinism – “What’s telling me to chang e?”Find the right partners, traffic drivers and channels.
Behavioural capability – “Am I able to make this chan ge?”Provide tools, advice training and information.
Self-efficacy – “Can I really do this?”Build confidence through the ability to create new networks.
Observational learning – “If they can do it, so can I .”Promote realistic role models that prove it’s possible.
Reinforcements – “How can I celebrate my achievement? ”Use feedback mechanisms to provide encouragement.
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Online communities: evaluation
Core evaluation was Social Return on Investment .
Jobs created, decrease in people claiming benefits etc.
Measured using on/offline qual and quant surveys .
We used social media to measure social capital:
• Community make-up: size and segmentation by behaviour.
• Intensity of use: regularity and depth of engagement.
• Network data: number and strength of connections.
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Time to change and social proof
facebook.com/timetochange
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What is social proof?
“A psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation, prominent in ambiguous social situations where people are
unable to determine the appropriate mode of behavior, and is driven by the assumption that surrounding people possess
more knowledge about the situation.”
OR:
“the positive influence created when someone finds out that others are doing something.”
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Five ‘types’ of social proof
1) Expert social proof – credible experts in the field.
2) Celebrity social proof – celebs your audience identify with.
3) User social proof – individual’s stories of their experience.
4) Wisdom of the crowds social proof – weight of numbers.
5) Wisdom of friends – endorsement of people that are trusted.
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Who’s NixonMcInnes ?
• Know your audience in context of their digital lives
• Social games are huge and can be used to educate
• Online communities = multiple levers for change
• Social proof is powerful and an innate part of digital
• Social media isn’t a ‘cheap option’, get the mix right
• Always be engaging (or be invisible)
• Evaluate indicators - don’t measure everything
• The theory still counts but we’re all still learning
Rounding up
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Any questions?
I like feedback – find me at:
twitter.com/maxwellinever
uk.linkedin.com/in/maxstjohn
All links here: bit.ly/charitycommslinks