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Social Marketing
A workshop for Education & Training
Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
It can help us meet our goals
more effectively...
more cheaply...
and without intrusive
regulations
The Times
”
“
George Osborne
The Guardian
What is Social Marketing?
70’s
80’s 90’s
00’s
Commercial marketing
AIDA
• Attention
• Interest
• Desire
• Action
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)
Social norms
Habits
Heuristics
Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
• 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
Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
1) Segmentation
There’s a tendency to try to focus on everybody.
You can’t.
Please don’t try.
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?
24
Environmentally Aware
Income
40
60
80
100
120
140
160
“Rupert & Penelope”
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
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
3) Behavioural goals
Your campaign should focus on changing
actual behaviour.
Not just raising awareness or changing attitudes.
4) Methods mix
Use a mix of interventions to achieve your goals.
4) Methods mix
5) Evaluation
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
Agenda
• What is social marketing?
• Spot the difference!
• 5 key concepts
• Summary
38
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
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
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
”
“
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