Nudge dig til forandringer - Andreas Maaløe Jespersen

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Nudging er det nye buzz, som en slags mirakelstrategi, der blidt puffer målgruppen i den rigtige retning. Hør hvordan feltet kan bidrage til din næste kampagne.

Technology

v/ ANDREAS MAALØE JESPERSEN
CAND. MAG. / FILOSOFI
FORSKNINGSASSISTENT / ISSP
ADFÆRDSRÅDGIVER / KFST
NUDGE
FREMTIDENS
KAMPAGNE
(MÅSKE)
Tuesday, June 18, 13

2
47 % af den voksne befolkning er
overvægtige (BMI≥25)
Omkring 13 % af befolkningen er svært
overvægtige (BMI≥30)
Tuesday, June 18, 13

3
Fejlmedicinering er hvert år skyld i 4.800
dødsfald
Fejlmedicinering koster samfundet
mellem 4-6 mia. årligt
Tuesday, June 18, 13

4
Tal fra RKI viser, at over 200.000
danskere nu har så stor gæld, at den
beløber sig til 13,5 milliarder kroner.
Tuesday, June 18, 13

HOMO OECONOMICUS
TÆNKER
LANGSIGTET
MAKSIMERER
BRUGER
INFORMATION
AKTIVT
HAR
VELDEFINEREDE
MÅL
Tuesday, June 18, 13

8
ADFÆRD
BI=(W1)AB[(b)+(e)]+(W2)SN[(n)+(m)]+(W3)PBC[(c)+(p)]
Behavioral
Intention
Attitude
toward
behavior
Subjective
Norms
Perceived
Behavioral
Control
THEORY OF PLANNED ACTIONS
S1 S2
A1
A2
O O
OO
Empirically
Derived
Weight
Tuesday, June 18, 13

10
TRADITIONELLE
LØSNINGER
Tuesday, June 18, 13

11
INFORMATION
UDDANNELSE
ADFÆRDSFORANDRING?
MÅL
Tuesday, June 18, 13

HOMO OECONOMICUS 2.0
Tuesday, June 18, 13

15
TILSKUD
AFGIFTER
ADFÆRDSFORANDRING?
MÅL
INFORMATION
UDDANNELSE
Tuesday, June 18, 13

16
VÆGTAFGIFT
EJERAFGIFT
REGISTRERINGSAFGIFT
AFGIFT AF ANSVARSFORSIKRING
AFGIFT AF BENZIN
AFGIFT AF VISSE
OLIEPRODUKTER
AFGIFT AF ELEKTRICITET
AFGIFT AF FLASKEGAS
AFGIFT AF KUL MV.
AFGIFT AF KULDIOXID (CO2)
AFGIFT AF SPIRITUS
AFGIFT AF VIN
AFGIFT AF ØL
AFGIFT AF KAFFE
AFGIFT AF TE
AFGIFT AF MINERALVAND
AFGIFT AF CHOKOLADE
AFGIFT AF IS
AFGIFT AF CIGARETTER
AFGIFT AF ANDRE TOBAKSVARER
AFGIFT AF GLØDELAMPER
AFGIFT AF LYSTFARTØJSFORSIKRING
AFGIFT AF VISSE
DETAILSALSGSPAKNINGER
AFGIFT AF ENGANGSSERVICE
PASSAGER AFGIFT
AFGIFT AF BEKÆMPELSESMIDLER
AFGIFT AF LEDNINGSFØRT VAND
AFGIFT AF POSER, PAPIR MV.
AFGIFT AF SPILLEKASINOER
AFGIFT AF TIPNING, VÆDELØB MV.
STEMPELAFGIFT
AFGIFT AF NATURGAS
AFGIFT AF SVOVL OG SO2
AFGIFT AF AFFALD
AFGIFT AF NUMMERPLADER
AFGIFT AF FEDT
Tuesday, June 18, 13

17
FORBUD
ADFÆRDSFORANDRING?
MÅL
TILSKUD
AFGIFTER
INFORMATION
UDDANNELSE
Tuesday, June 18, 13

19
MANGLER VIDEN?
MANGLER MOTIVATION?
MANGLER BEGRÆNSNINGER?
Tuesday, June 18, 13

HOMO REALISTICUS
FANGET I
NUTIDEN
PRAGMATISK
BEGRÆNSET
OPMÆRKSOMHED
SKIFTENDE OG
UERKENDTE
MÅL
Tuesday, June 18, 13

REFLEKSIV AUTOMATISK
- Hypotetisk
- Abstrakt
- Bevidst
- Krævende
- Praktisk
- Ubevidst
- Let
Fokus
Tanker
Ønsker
Kontrol
Intuitioner
Følelser
Vaner
Tuesday, June 18, 13

‘6 om dagen’
Kostpyramide
Moms-fritagelse på frugt
Fedtafgift
Grænseværdier
Forbyd McDonaldsREFLEKSIVE
LØSNINGER
PROBLEMET
AUTOMATISKE
PROBLEMER
Mindless-Eating
Tuesday, June 18, 13

Norms
Understand mappings
Defaults
Give feedback
Expect error
Structure complex choices
REDSKABER
GØR DET
NEMT
Tuesday, June 18, 13

25-30 PCT. MINDRE
AFFALD
Tuesday, June 18, 13

NYE LØSNINGER
NYE PROBLEMER
VIDEN + MOTIVATION
ADFÆRD
VIDEN + MOTIVATION
ADFÆRD
BIAS HEURISTIKKER
MÅL PÅ
MÅL PÅ
Tuesday, June 18, 13

INEFFEKTIVITETENS
AKSE
BUERAUER/
EKSPERTER
KUNDER/
OFFENTLIG BEFOLKNING
FORKERTE
ANTAGELSER
Tuesday, June 18, 13

“Dare to be trivial.” Self aggrandizement
often leads policy-makers to seek
solutions in proportion to the size of
their available budgets. This may be a
terrible mistake.
Rory Sutherland
Creative Director - Ogilvy & Mather
TØR DET SIMPLE
Tuesday, June 18, 13

Har dit tv-program fået et Twitter-liv endnu? Og hvor meget ved du egentlig om livet på verdens hurtigste medie? Næst efter dansk politik, var X Factor det mest tweetede emneord i Danmark i 2012. I England, hvor brugen af Twitter er langt mere udbredt end herhjemme, bliver Twitter omtalt som ”det lejrbål, vi ser fjernsyn omkring”. Kommunikationshuset Bysted har lavet en stor analyse af de Danske Twitterbrugere, så vi for første gang opnår en større forståelse for de mekanismer, der ligger bag både virale succeser og såkaldte shitstorms. Analysen kortlagede fem hovedmålgrupper blandt de Danske Twitterbrugere. Vi kan nu sammenligne den strategiske målgruppe med den faktiske. Mikkel Noe Westh fra Bysted præsenterer et visuelt kort over de fem målgrupper og beskriver, hvordan den nye viden kan benyttes til at skabe den forankring blandt målgruppen, som sikrer at tv bliver mere end bare tv. Susanna Rankenbergs var ansvarlig for DR’s social medie indsats for X Factor i 2012 og 2013. Hun vil vise, hvad der foregik på Twitter under X Factor, og hvordan X Factor-team’et arbejdede strategisk med Twitter (og Facebook) for at skabe en bredere og mere engagerende TV-oplevelse. Du vil også blive præsenteret for ideer om, hvordan du som programproducerende eller broadcaster kan gebærde dig på Twitter for at få glade, engagerede og nyttige seere. Sammen kombinerer Mikkel og Susanna Bysteds analyse om målgrupper med DR’s konkrete erfaringer fra X Factor, så du på denne måde får en konkret sammenkædning mellem en tv-udsendelse og målgruppens snak på twitter om udsendelsen. Du vil gå fra sessionen med nye indsigter omkring danskernes brug af Twitter, konkrete råd til community management omkring et tv-program og nye tanker om, hvordan du kan koble TV og Twitter sammen til en givende oplevelse for både tv-folk og publikum.

Effektivitet = kreativitet - Sofie Schneider og Mads Vibe

Bysted

Effekt på sociale medier - Rasmus Ellegaard Haukrogh

Bysted

INTERNAL FINANCIAL COMMUNICATION ANALYSIS

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Chr hansen quarterly_bysted_30052013_nonotesBysted

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Nudge dig til forandringer - Andreas Maaløe Jespersen

1. v/ ANDREAS MAALØE JESPERSEN CAND. MAG. / FILOSOFI FORSKNINGSASSISTENT / ISSP ADFÆRDSRÅDGIVER / KFST NUDGE FREMTIDENS KAMPAGNE (MÅSKE) Tuesday, June 18, 13

2. 2 47 % af den voksne befolkning er overvægtige (BMI≥25) Omkring 13 % af befolkningen er svært overvægtige (BMI≥30) Tuesday, June 18, 13

3. 3 Fejlmedicinering er hvert år skyld i 4.800 dødsfald Fejlmedicinering koster samfundet mellem 4-6 mia. årligt Tuesday, June 18, 13

4. 4 Tal fra RKI viser, at over 200.000 danskere nu har så stor gæld, at den beløber sig til 13,5 milliarder kroner. Tuesday, June 18, 13

5. 5 Tuesday, June 18, 13

6. HOMO OECONOMICUS Tuesday, June 18, 13

7. HOMO OECONOMICUS TÆNKER LANGSIGTET MAKSIMERER BRUGER INFORMATION AKTIVT HAR VELDEFINEREDE MÅL Tuesday, June 18, 13

8. 8 ADFÆRD BI=(W1)AB[(b)+(e)]+(W2)SN[(n)+(m)]+(W3)PBC[(c)+(p)] Behavioral Intention Attitude toward behavior Subjective Norms Perceived Behavioral Control THEORY OF PLANNED ACTIONS S1 S2 A1 A2 O O OO Empirically Derived Weight Tuesday, June 18, 13

9. 9 TÆ MA BR HAR Tuesday, June 18, 13

10. 10 TRADITIONELLE LØSNINGER Tuesday, June 18, 13

11. 11 INFORMATION UDDANNELSE ADFÆRDSFORANDRING? MÅL Tuesday, June 18, 13

12. 12 Tuesday, June 18, 13

13. HOMO OECONOMICUS 2.0 Tuesday, June 18, 13

14. 14 Tuesday, June 18, 13

15. 15 TILSKUD AFGIFTER ADFÆRDSFORANDRING? MÅL INFORMATION UDDANNELSE Tuesday, June 18, 13

16. 16 VÆGTAFGIFT EJERAFGIFT REGISTRERINGSAFGIFT AFGIFT AF ANSVARSFORSIKRING AFGIFT AF BENZIN AFGIFT AF VISSE OLIEPRODUKTER AFGIFT AF ELEKTRICITET AFGIFT AF FLASKEGAS AFGIFT AF KUL MV. AFGIFT AF KULDIOXID (CO2) AFGIFT AF SPIRITUS AFGIFT AF VIN AFGIFT AF ØL AFGIFT AF KAFFE AFGIFT AF TE AFGIFT AF MINERALVAND AFGIFT AF CHOKOLADE AFGIFT AF IS AFGIFT AF CIGARETTER AFGIFT AF ANDRE TOBAKSVARER AFGIFT AF GLØDELAMPER AFGIFT AF LYSTFARTØJSFORSIKRING AFGIFT AF VISSE DETAILSALSGSPAKNINGER AFGIFT AF ENGANGSSERVICE PASSAGER AFGIFT AFGIFT AF BEKÆMPELSESMIDLER AFGIFT AF LEDNINGSFØRT VAND AFGIFT AF POSER, PAPIR MV. AFGIFT AF SPILLEKASINOER AFGIFT AF TIPNING, VÆDELØB MV. STEMPELAFGIFT AFGIFT AF NATURGAS AFGIFT AF SVOVL OG SO2 AFGIFT AF AFFALD AFGIFT AF NUMMERPLADER AFGIFT AF FEDT Tuesday, June 18, 13

17. 17 FORBUD ADFÆRDSFORANDRING? MÅL TILSKUD AFGIFTER INFORMATION UDDANNELSE Tuesday, June 18, 13

18. 18 Tuesday, June 18, 13

19. 19 MANGLER VIDEN? MANGLER MOTIVATION? MANGLER BEGRÆNSNINGER? Tuesday, June 18, 13

20. HOMO REALISTICUS Tuesday, June 18, 13

21. HOMO REALISTICUS FANGET I NUTIDEN PRAGMATISK BEGRÆNSET OPMÆRKSOMHED SKIFTENDE OG UERKENDTE MÅL Tuesday, June 18, 13

22. REFLEKSIV AUTOMATISK - Hypotetisk - Abstrakt - Bevidst - Krævende - Praktisk - Ubevidst - Let Fokus Tanker Ønsker Kontrol Intuitioner Følelser Vaner Tuesday, June 18, 13

23. ‘6 om dagen’ Kostpyramide Moms-fritagelse på frugt Fedtafgift Grænseværdier Forbyd McDonaldsREFLEKSIVE LØSNINGER PROBLEMET AUTOMATISKE PROBLEMER Mindless-Eating Tuesday, June 18, 13

24. 24 NUDGE Tuesday, June 18, 13

25. 25 Tuesday, June 18, 13

26. Norms Understand mappings Defaults Give feedback Expect error Structure complex choices REDSKABER GØR DET NEMT Tuesday, June 18, 13

27. 25-30 PCT. MINDRE AFFALD Tuesday, June 18, 13

28. NYE LØSNINGER NYE PROBLEMER VIDEN + MOTIVATION ADFÆRD VIDEN + MOTIVATION ADFÆRD BIAS HEURISTIKKER MÅL PÅ MÅL PÅ Tuesday, June 18, 13

29. INEFFEKTIVITETENS AKSE BUERAUER/ EKSPERTER KUNDER/ OFFENTLIG BEFOLKNING FORKERTE ANTAGELSER Tuesday, June 18, 13

30. “Dare to be trivial.” Self aggrandizement often leads policy-makers to seek solutions in proportion to the size of their available budgets. This may be a terrible mistake. Rory Sutherland Creative Director - Ogilvy & Mather TØR DET SIMPLE Tuesday, June 18, 13

31. 31 Tuesday, June 18, 13

32. TAK! anmaje@ruc.dk Tuesday, June 18, 13

Nudge dig til forandringer - Andreas Maaløe Jespersen

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