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USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE
 

USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE

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How can social media influence positive beahviour change? Can social media change the world? Kelly Evans gave this presentation at the East of England Social Marketing and behaviour Change conference ...

How can social media influence positive beahviour change? Can social media change the world? Kelly Evans gave this presentation at the East of England Social Marketing and behaviour Change conference in 2012 for the Chartered Institute of Marketing (CIM)

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    USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE Presentation Transcript

    • USING SOCIAL MEDIA TOINFLUENCE POSITIVEBEHAVIOUR CHANGEKELLY EVANS BA (Hons), AMRS, MCIM Chartered MarketerSocial Change UK
    • INTERACTIVE WEBPLATFORMS VIA WHICHINDIVIDUALS ANDCOMMUNITIES SHARE, CO-CREATE, DISCUSS, ANDMODIFY USER-GENERATEDCONTENT
    • MASSIVEASSUMPTION
    • THE POWER OFSOCIAL MEDIA TOINFLUENCEPOSITIVEBEHAVIOUR CHANGE
    • I M GOING TO STICK MY NECK OUTAND SAY THAT WE (SOCIALMARKETERS) ARE NOT USING SOCIALMEDIA TO FULL POTENTIAL
    • COSTCAPABILITYCAPACITYCYNICISM
    • SOCIAL MEDIA WILL BE A POTENTDRIVER OF SOCIALRESPONSIBILITY AND POSITIVESOCIAL CHANGE IN YEARS TOCOME, INFLUENCING THEBEHAVIOURS OF INDIVIDUALS,CORPORATIONS ANDGOVERNMENTS(DAVID JONES)
    • THOSE WHO DISMISS SOCIALNETWORKS AS PLATFORMSFOR INANE CHATTERARE MISSING THESIGNIFICANCE OF THECHANGES TAKING PLACE INTHE WORLD TODAY.
    • IF THIS GENERATION OF YOUNG PEOPLECAN TOPPLE PREVIOUSLYIMMOVABLEDICTATORSHIPSAS WE HAVE SEEN ACROSS THE ARABWORLD, THEN IMAGINE WHAT THEYCAN DO TO YOUR BRAND, YOURCAUSE.
    • AGE  OF  DEFERENCE      AGE  OF  REFERENCE    
    • GLOBAL BRANDSRECOGNISINGTHE POWER OF SOCIALMEDIA TO GAINCOMPETITIVEADVANTAGE, WINCUSTOMERS AND EARNLOYALTY.A POSITIVE FORCE FORCHANGE?
    • •  BEFORE THE FINANCIAL MELTDOWN, THEFASTEST GROWING TREND IN BUSINESSWAS THE MOVE TOWARDS SOCIALRESPONSIBILITY.•  THE RUTHLESS PURSUIT OF PROFIT ATALL COSTS ALMOST LED TO A TOTALCOLLAPSE OF THE GLOBAL FINANCIALAND ECONOMIC SYSTEM.•  DOING WELL AND DOING GOOD ARE NOLONGER SEEN TO BE MUTUALLYEXCLUSIVE.•  A STUDY CARRIED OUT IN 2010 FOUNDTHAT 86% OF CONSUMERS BELIEVE IT ISIMPORTANT THAT COMPANIES STANDFOR SOMETHING OTHER THAN PROFIT
    • GE WANTSCONSUMERS TOTAG GREENINNOVATIONS INTHEIR NEIGHBOUR-HOOD AND THENCHECK IN WHILE ONFOURSQUARE
    • STARBUCKS ASKSCONSUMERS TO PLEDGETO SWITCH FROM PAPERCUPS TO REUSABLE MUGS‒ AND THEN PUBLICISE ITTO THEIR FRIENDS
    • LEVI CREATED A FACEBOOK GAME TO EDUCATE FANSABOUT WATER CONSERVATION. THE MORE THEYSHARED NEWS OF THE GAME WITH OTHERS VIA SOCIALMEDIA, THE MORE LITRES OF WATER THEY UNLOCKEDIN THE GAME ‒ GETTING THE COMBINED TOTAL CLOSERTO LEVI S 200M LITRE GOAL, AT WHICH POINT IT WOULDDONATE $250,000 TO HELP WATER.ORG
    • THESE SOCIAL MEDIA- DRIVEN INITIATIVESARE NATURALLY INTENDED TO BUILDGREATER AWARENESS OF THE BRAND SOWN SOCIAL REPONSIBILITY POSITIONING.BUT IN ASKING CONSUMERS TO CREATE,VOTE, LIKE, PLEDGE AND SHAREONLINE, THESE TACTICS CAN FOSTER ACHANGE IN ATTITUDE AND BEHAVIOUR.
    • THE FIGHT AGAINST GLOBALWARMING WON T BE WONSIMPLY BY CONSUMERSVOTING FOR THEIRFAVOURITE SUSTAINABILITYPROJECT ON NOKIA S CLIMATEMISSION MOBILE GAME,HOWEVER THESE DIGITALINITIATIVES DO IMPART PRO-ENVIRONMENTAL VALUES ANDHELP SHAPE CONSUMERPREFERANCE FORGREENERLIFESTYLES.
    • THE  TOBACCO  INDUSTRY  MAY  BE  USING  WEBSITES  SUCH  AS  YOUTUBE  TO  GET  AROUND  A  BAN  ON  ADVERTISING  CIGARETTES,  A  STUDY  SAYS.    RESEARCHERS  IN  NEW  ZEALAND  STUDIED  THE  VIDEO-­‐SHARING  SITE  AND  FOUND  A  NUMBER  OF  PRO-­‐TOBACCO  VIDEOS  "CONSISTENT  WITH  INDIRECT  MARKETING  ACTIVITY  BY  TOBACCO  COMPANIES  OR  THEIR  PROXIES".  SOURCE:  BBC  NEWS  
    • SO CAN SOCIAL MEDIAREALLY CHANGEBEHAVIOUR?
    • TECHNOLOGY LINKSACTIVISTS, CHANGE AGENTSWITH THE REST OF THEWORLD, ALLOWING THEM TOAMPLIFY THEIRCAUSE AND FINDSUPPORTERS.
    • SOCIAL MEDIA HELPS TACKLE THOSEBARRIERS TO ADOPTING ASUSTAINABLE LIFESTYLE.SOCIAL MEDIA TAKES THE SMALL, INVISABLEACTIONS AND BROADCASTS THEM TO THEREST OF THE WORLD. WHEN POOLED WITHTHE ACTIONS OF OTHERS, SUDDENLY ONEINITATIVE IS SEEN TO HAVE ASIGNIFICANT IMPACT.GLOBAL STUDY FROM THE NETHERLANDS ORGANISATION
    • SO WHAT OR WHOIS DRIVING THIS?
    • 82% OF YOUNG PEOPLE BELIEVETHEIR GENERATION HAS THEPOWER TO BRING ABOUTPOSITIVE GLOBALCHANGE AND THE SOURCE OFTHAT POWER IS SOCIAL MEDIA.
    • ARMED WITH MORE INFORMATIONTHAN EVER AND EMPOWERED BYTHEIR CONNECTIONS TOONE ANOTHER, THEY ARECOLLECTIVELY INSISTINGTHAT THE WORLD BECOME ABETTER PLACE.
    • HOW  ONE  PERSON  TOOK  ON  A  GLOBAL  BRAND  
    • MEET LEROY STICK
    • •  TWITTER - @BPGLOBALPR (AKA LEROY STICK) BEGANTWEETING SARDONIC MESSAGES HIGHLIGHTING BP S HAMFISTED APPROACH TO THE CRISIS.•  POSTS SUCH AS SAFETY IS OUR PRIMARY CONCERN. WELL,PROFITS THEN SAFETY. OH NO, PROFITS, IMAGE THENSAFETY. BUT STILL IT S RIGHT UP THERE BEGANAPPEARING AND WENT GLOBAL IN MERE SECONDS MAKINGBP A LAUGHING STOCK.•  PEOPLE FAR MORE INTERESTED IN THE SPOOF POSTS THANBP S OFFICIAL TWITTER POSTS ‒ THE FORMER HAD 190,000FOLLOWERS AND THE LATTER JUST 18,000•  THIS MEANT THAT EVERYTIME SOMEONE CARRIED OUT ANONLINE SEARCH FOR BP, THE FIRST RESULTS THEY SAWWERE DAMNING CONDEMNATIONS OF BP!•  PROOF THAT AN INDIVIDUAL CAN TAKE ON A COMPANY ASBIG AS BP.
    • TECHNOLOGY HASDRAMATICALLYEMPOWEREDEVERYBODY AND GIVENTHEM THE ABILITY TOACT AND INFLUENCEOTHERS.
    • ORDINARY PEOPLEACTUALLY BELIEVETHEY HAVE THEPOWER TO EFFECTPOSITIVE CHANGE.
    • BEHIND BARS LIVESTAFFORDSHIRE POLICE USE SOCIALMEDIA TO PUBLISH LIVE UPDATES ONWHAT LIFE BEHIND BARS IS LIKE TODETER CRIMINALS.DID IT WORK? WHO KNOWS, BUT IT SAN INNOVATIVE WAY TO TRY, AND TOCREATE TRANSPARENCY INPOLICING.
    • AN ACCOUNTCALLED@RIOTCLEANUPATTRACTEDMORE THAN70,000FOLLOWERSAND HELPED TOCO-ORDINATEEFFORTS. ITSTARTED WITHJUST 10 PEOPLE
    • NESTLE LEARNED THE HARD WAY WHEN ITWAS ATTACKED FOR ITS PART IN THEDEFORESTATION OF INDONESIANRAINFORESTS, THREATENING ANIMALS WITHEXTINCTION IN ORDER TO MAKE WAY FORPALM OIL PLANTATIONS.SUPPORT GREW FOR CAMPAIGNSDEMANDING NESTLE TO CHANGE ITS WAYS.NESTLE BACKED DOWN.
    • THE EFFECT QUICKLYSNOWBALLS AS PEOPLE AREMORE LIKELY TO TAKE PART ININITATIVES THAT HAVE ALREADYATTRACTED A CRITICAL MASS OFPARTICIPANTS; LARGE NUMBERSSEND A SIGNAL THAT THIS ISSOCIALLY ACCEPTABLE BEHAVIOUR(OR NOT).
    • TECHNOLOGY AND SOCIALMEDIA HAVE DRAMATICALLYSHRUNK THE WORLD ANDMADE PEOPLE REALIZE THATWE ARE ALL CONNECTED.
    • MAP THE SPILL IS AMOBILE APP ANDWEBSITE BUILT FORTHE PUBLIC TORECORD THE IMPACTSOF THE OIL SPILL. THEPUBLIC RECORD FIELDNOTES, TAKE PHOTOSAND VIDEO AND MARKLOCATIONS ON A MAP.DESIGNED TO COLLECTDATA, SHARED WITHTHE PUBLIC. USED BYRESPONSE TEAMS,GOVERNMENT ANDSCIENTISTS TO TAKEACTION
    • INCREASES AWARENESS ABOUTA CAUSE AND ENABLES USERSTO TAKE ACTION IN SUPPORT OFIT.
    • SO WHAT MAKES A SUCCESSFULSOCIAL MEDIA CAMPAIGNONE THAT CAN POTENTIALLY BRINGABOUT POSITIVE SOCIAL CHANGE?
    • SOCIAL MEDIA IS AN IMPORTANTADDITION TO A CHANGEPROGRAMME. IT CANDRAMATICALLY INCREASE THEACCEPTANCE OF CHANGE ANDADVANCE YOUR EFFORTS
    • MY KEY INGREDIENTS
    • 1. COMMUNITY
    • •  DON T UNDERESTIMATE THE ABILITY OFPEOPLE TO COME TOGETHER AND FORMCOMMUNITIES OF INTEREST•  TRY TO BUILD YOUR OWN COMMUNITIES TOSUPPORT YOUR CAUSE OR EFFORTS
    • 2. CUSTOMISATION
    • SNAP  PHOTOS  OF  YOUR  FOOD.  THIS  APP  WILL  GIVE  YOU  SOMETHING  MUCH  MORE  HELPFUL  THAN  CALORIE  COUNTS.    
    • WILL  PROVIDE  A  BIG  PICTURE  BREAKDOWN  OF  YOUR  HABITS  INCLUDING  YOUR  STRENGTHS,  WEAKNESSES  AND  THE  BEST  PLACES  TO  START  MAKING  A  CHANGE.  
    • DID  YOU  EAT  BETTER  THIS  WEEK  OR  LAST?  DO  YOU  EAT  BETTER  IN  THE  MORNIGN  OR  EVENING?  OTHER  APPS  TELL  YOU  ABOUT  YOUR  FOOD,  THIS  APP  TELLS  YOU  ABOUT  YOURSELF.    
    • WHEN  IT  COMES  TO  EATING  CHOICES,  THIS  APP  GIVES  YOU  A  SECOND,  THIRD,  OPINION…FROM  PEOPLE  LIKE  YOU!    
    • 3. CONNECTION
    • 4. CO- CREATION
    • 5. CONVERSATION
    • 6. TRANSPARANCY•  ONE  WORD  AS  A  GUIDELINE  FOR  RUNNING  A  BUSINESS  /ORGANISATION  IN  THIS  NEW  SOCIAL  WORLD?  TRANSPARANCY!    •  BUSINESSES/  ORGANISATIONS  THAT  ARE  TRANSPARENT,  AUTHENTIC  AND  FAST  WILL  BE  BETTER  ON  EVERY  LEVEL  AND  BE  IN  A  STRONGER  POSITION  IN  THE  NEW  WORLD.  
    • SPREADING YOUR MESSAGE IS A LOTEASIER WHEN YOU DON T HAVE TOREPEAT YOURSELF. MAKE YOURMESSAGE STRONGER, DEEPER ANDMORE IMPACTFUL BY FINDING WAYS TOHELP OTHERS SHARE IT. THIS IS ONLYPOSSIBLE IF YOU HAVE CRAFTED YOURSTORY WITH TRUST AND TRUTH.7. STORYTELLING
    • 8. EXCHANGE
    • •  SIMPLE CAMPAIGN ‒ LEVEREDBOTH CONSUMER INVOLVEMENTAND USED SOCIAL MEDIA IN ANINNOVATIVE WAY•  IKEA UPLOADED ALL THE PAGESFROM THEIR CATALOGUE TO AFACEBOOK PAGE. PEOPLE COULDTAG THEMSELVES ON APARTICULAR ITEM OFFURNITURE.•  THE FIRST PERSON WHO TAGGEDTHEMSELVES WON THAT ITEM OFFURNITURE•  GREAT EXAMPLE OFCOLLABORATIVE PROMOTIONAND A VERY FAST WAY OFBUILDING A MAJOR DATABASE
    • •  http://www.youtube.com/watch?v=0TYy_3786bo
    • SOCIAL MEDIA ANDTECHNOLOGYWON T CHANGETHE WORLD.PEOPLE WILL.
    • ANY QUESTIONS?Email me: kellyevans@social-change.co.ukTweet us: @socialchangeukPoke us: www.facebook.com/socialchangeukWebsite: www.social-change.co.uk