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Why social marketers must accept that we cannot change everyone... ...and what to do instead
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Why social marketers must accept that we cannot change everyone... ...and what to do instead

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This presentation was given by Kelly Evans at the 2nd World Social Marketing Conference in Brighton, UK

This presentation was given by Kelly Evans at the 2nd World Social Marketing Conference in Brighton, UK

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Why social marketers must accept that we cannot change everyone... ...and what to do instead Why social marketers must accept that we cannot change everyone... ...and what to do instead Presentation Transcript

  • Kelly  Evans  BA  (Hons),  AMRS,  MCIM  Chartered  Marketer    Why social marketers must acceptthat we cannot change everyone……and what to do instead
  • A socialmarketingjourney
  • I  know  I  should  KNOWLEDGE  I  want  to  DESIRE  I  can  SKILLS  It’s  worthwhile  OPTIMISIM  It’s  easy  FACILITATION  I’m  joining  in  STIMULATION  Well  done  REINFORCEMENT  7  STAGES  OF  BEHAVIOUR  CHANGE  ROBINSON  (1998)  
  • I  didn’t  know  IGNORANCE  I  don’t  want  to  REJECTION  I  Can’t  INABILITY  It  won’t  work  PESSIMISM  It’s  too  hard  COMPLICATION  I  couldn’t  be  bothered  APATHY  I’ll  get  back  at  them  UNDERMINE  7  STAGES  OF  BEHAVIOURAL  INERTIA  
  • 10  REASONS  WHY  WE    RESIST  CHANGE  •  THE  RISK  OF  CHANGE  IS  SEEN  AS  GREATER  THAN  THE  RISK  OF  STANDING  STILL  •  PEOPLE  FEEL  CONNECTED  TO  OTHER  PEOPLE  WHO  ARE  IDENTIFIED  WITH  THE  OLD  WAY  •  PEOPLE  HAVE  NO  ROLE  MODELS  FOR  THE  NEW  ACTIVITY  •  PEOPLE  FEAR  THEY  LACK  THE  COMPETENCE  TO  CHANGE  •  PEOPLE  FEEL  OVERLOADED  AND  OVERWHELMED  •  PEOPLE  HAVE  A  HEALTHY  SKEPTICISM  AND  WANT  TO  BE  SURE  NEW  IDEAS  ARE  SOUND  •  PEOPLE  FEAR  HIDDEN  AGENDAS  AMONG  WOULD-­‐BE  REFORMERS  •  PEOPLE  FEEL  THE  PROPOSED  CHANGE  THREATENS  THEIR  NOTIONS  OF  THEMSELVES  •  PEOPLE  ANTICIPATE  A  LOSS  OF  STATUS  OR  QUALITY  OF  LIFE  •  PEOPLE  GENUINELY  BELIEVE  THAT  THE  PROPOSED  CHANGE  IS  A  BAD  IDEA  A.  J.  Schuler,  Psy.  D  (2003)  
  • MY  OWN  RESEARCH  •  SOME  PEOPLE  JUST  DON’T  WANT  TO  CHANGE  •  MANY  DON’T  FEEL  COURAGEOUS  ENOUGH  •  THE  ENVIRONMENT  IS  HOLDING  THEM  BACK  •  THEY  FEEL  LIKE  GIVING  UP  -­‐  SEVERAL  ATTEMPTS  •  THEY  DON’T  FEEL  ENOUGH  PAIN  YET  •  THEY  DON’T  KNOW  HOW  TO  PRACTICALLY  MAKE  THE  CHANGE  
  • THE  ANSWER:  STEALTH  I  didn’t  know  IGNORANCE  I  don’t  want  to  REJECTION  I  Can’t  INABILITY  It  won’t  work  PESSIMISM  It’s  too  hard  COMPLICATION  I  couldn’t  be  bothered  APATHY  I’ll  get  back  at  them  UNDERMINE  
  • KEY  SUCCESS  FACTORS  FOR  A  STEALTH  APPROACH  TO  BEHAVIOUR  CHANGE  •  NOT  OBVIOUS  •  IS  DECREET/  COVERT  •  REPRESENTS  THE  ‘SAME’/  FAMILIARITY  •  DETECTION  IS  DIFFICULT  •  REQUIRES  NO  EFFORT  EVANS,  K  (2011)  IDEAS  KEY  SUCCESS  FACTORS:  STEALTH  APPROACH  
  • EXAMPLE:  HEALTH  BY  STEALTH  •  PROBLEM:  1  IN  6  MEALS  ARE  EATEN  OUTSIDE  OF  THE  HOME.  MANY  FOODS  ARE  HIGH  IN  SATURATED  FAT,  SALT  AND  CALORIES  (ESPECIALLY  TAKEAWAYS)  
  • SEGMENTATION  DIFFERENT  STRATEGIES  
  • Change  the  behaviour  of  those  who  supply  the  food  rather  than  the  consumers  who  buy  it.    STEALTH  APPROACH  FOR  FOOD  HEDONISTS  
  • Consumer  taste  tests  showed  that  most  people  couldn’t  tell  the  difference.  Those  who  blind  tasted  the  two  dishes  preferred  the    reformulated  dishes.    REFORMULATION  
  •  NOT  OBVIOUS   IS  DECREET/  COVERT   REPRESENTS  THE  ‘SAME’/  FAMILIARITY   DETECTION  IS  DIFFICULT   REQUIRES  NO  EFFORT  KEY  SUCCESS  FACTORS  
  • Thank  You!  Sign  up  to  our  ‘communicate  only  what  maders’  newsleder  for  great  change  ideas  www.social-­‐change.co.uk    EMAIL:  Kellyevans@social-­‐change.co.uk  CALL:  +44  (0)1522  837250