the little blue book of social marketing models

The Little Blue Fold-out Book

of

Social Marketing Conceptual Models

Professor Jeff French Clive Blair-Stevens

2011

Strategic Social Marketing Ltd. Attabara, Conford , Hants, GU307QW. Tel 01428 751 475

Registered Company No : 6963216

www.strategic-social-marketing.org

http://www.strategic-social-marketing.org/





Social Marketing is:

“The systematic application of marketing,

alongside other concepts & techniques,

to achieve specific behavioural goals,

for a social good”

INSIGHT

Behaviour

Method Mix Audience

Segmentation

Behaviour Theory & Behavioural Goals

Intervention mix & Marketing mix

The Social Marketing Customer Triangle

Customer

French & Blair Stevens 2006

The Key 8 Social Marketing Features

Customer orientation

Behavioural focus

Theory informed

Insight

Exchange

Competition

Segmentation

Methods mix


The Social Marketing Mind-set

French 2010

Strategic and Operational Social Marketing

POLICY

Strategic

Social

Marketing

informing & enhancing

policy, strategy

& it’s implementation

STRATEGY

operational social marketing

applied as a planned process

ie: as a programme,

campaign or initiative

IMPLEMENTATION


Strategic

Social Marketing

Inputs citizen insight into policy and strategy

development

Citizen driven systems analysis

Informs the selection of intervention Types and

Forms

Contributes to strategic review and

analysis

Inputs to behaviour

target setting and

performance management

Contributes to knowledge management and learning

French 2011 French 2011

Social Marketing contribution to Strategic planning

Social Marketing Strategic planning

Function Function

Evidence Insight & Planning and analysis

recommendations

Social marketing plans Organisational goals & resources

Implementation Results evaluation learning

Strategic Social Marketing Ltd

Scope Test Enact Learn

&

Act

The STELa Social Marketing

Planning Framework

French 2010

environmental

social

bio-physical psycho-logical

Theories

Disciplines

Domains

Biology

Physics

Physiology

Neurology

Genetics Psychology

Psychiatry

Sociology

Cultural studies

Ecology

Social Psychology

Anthropology Advertising

Education

Economics

Engineering

Pharmacology

Marketing

Criminology

Religious studies

PR & media

Environmental studies

Political sciences

Philosophy & ethics

Social work Town planning

Behavioural Economics

Architecture

Public Health

Health Promotion

Communications

Social media

Theology

Illustrative examples only of disciplines and theories that can contribute

Trans-theoretical model ‘Stages of Change’

Self efficacy – perceived control

Social learning theory

Theory of reasoned action

Theory of planned behaviour

Exchange theory

HAPA: Health action process approach: intention to act

Rossiter-Percy motivational model

Cognitive dissonance / consistency

Social norms & group dynamics

Protection Motivation Theory

Health Belief Model

Goal setting theory

Model of inter-personal behaviour

Learning styles theory

Instrumental & classical conditioning

Model of action phases

NLP:Neuro-linguistic programming

Diffusion of innovations

Instrumental & classical conditioning

Theory of trying

Behavioural modification

Genetic pre-disposition

Hormonal responses

Physiological responses

Prototype / willingness model

Immune-system functioning

Brain functioning

Social networks & support

Social influences & interpersonal

communication

Heuristics & consumer information processing model

Social cognitive theory

Systems theory

Adaptive structuration theory

Social capital

Cultural capital theory

Media studies theory

Attribution & balance theories

Living space & design

Economic market theory

Technological determinism

Endogenous growth

Economic determinism

Wide range of different disciplines that can contribute

options choices

opportunities constraints

BEHAVIOUR: Integrated Theory Framework

Behaviour is affected by more than ‘what I know’ or ‘what I value’

Information Knowledge KNOW


Attitudes Values Beliefs

VALUE


Attitudes Values Beliefs

VALUE DO

Actions Behaviour

wide range of other

influencing factors

promote

increase

remove

reduce

promote

increase

remove

reduce

Incentives & Barriers

problematic

desired BEHAVIOUR


5 Types of Intervention

Inform

Educate

Support

Design

Control

‘de-CIDES’

Design

Inform

Educate

Support

Control


4 Forms of Intervention: The Value/Cost Exchange Matrix

Incentive Reward

Disincentive Punish

Active

Decision Conscious / Considered

Automatic / Unconscious

Passive

Decision

Hug Smack

Shove Nudge

eg: Penalty

fine for

littering

eg: Financial

reward for not

smoking

eg: Default

savings

scheme

eg: Road

bump to

reduce car

speed

French 2011

Inform

Educate

Support

Design

Control

Hug Nudge Shove Smack

Behaviour Intervention Matrix

‘de-CIDES’

‘Value/Cost Exchange’

French 2011

The Marketing Mix: The 4P’s

PLACE

Channel Type

Transporting/Storage

Service Levels

Location, Site

PRICE

Demand

Strategy

Discounts/Allowances

Cost, Value

PROMOTION

Form and Type of

intervention mix

Promotions

Offers

Advertising

PR

PRODUCT

Physical product

Service offer

Range

Branding

Packaging

Customer

Product / Service descriptor

1. Core Product / Service. (The benefits promised):

2. Actual Product / Service. (The product or service you will develop

to deliver the core product benefits):

3. Augmented Product / Service. (The features that encourage

and support uptake of the actual product or service):

PROMOTION

AIDA Hierarchy of Effects model

Attention Interest Desire Action

Promotions Check List

1. Keep it simple, avoid complex messages 2. Don’t preach empathise 3. Be specific in what you are communication 4. Hearts first, minds second focus on emotional appeal 5. Make it sticky, e.g. memorable 6. Make it easy for people to respond or act 7. Think about what incentives you can offer 8. Create decision points e.g. national days or weeks and

setting deadlines, e.g. closing dates 9. Use insight to help you select the most appropriate

message giver and the best channels to use 10.Tell people at least five times in five different ways 11.Keep a consistent and sustained approach 12.Do it well, ensure that promotions are of high quality

intervention options

Considering the mix of options to use

HOW to influence 5 primary

domains Types and 4 Forms of intervention

– Bio-physical

– Psychological – Social

– Environmental

– Inform

– Educate – Support / Service

– Design – Control

alongside: - their knowledge

- their attitudes - their beliefs & values

- their lifestyle

behaviour patterns & trends

behavioural theory

WHY they do it Integrated

Theory Framework

Understanding key influences

Understanding the behaviour

WHAT they do ‘Patterns & Trends’

Behavioural analysis: WHAT WHY HOW

Hug Smack

Shove Nudge

the little blue book of social marketing models

Documents