The document provides an overview of social marketing, which involves applying commercial marketing concepts and techniques to achieve specific behavioral goals for social good. It discusses key principles like understanding the target audience, defining behavioral goals, and developing marketing mixes to address behaviors. The presentation also covers topics like segmentation, exchange theory, and using insights about audiences to design effective social marketing campaigns.

1. SOCIAL MARKETING
An Introduction

2. WELCOME
From Social Change

3. ABOUT US
Who we are and what we do...
Marketing agency specialising in social marketing and green, ethical and sustainable
marketing: Hands-on campaign strategy and delivery.
Based in Lincoln but work across the UK and Europe
A number of clients - mainly public sector
Over the last 18 months we have been working on behaviour change for addressing obesity,
teenage pregnancy, smoking in pregnancy, alcohol harm reduction and dentistry to name a
few...
We also specialise in service redesign and social research to improve public services so they
meet the wants and needs of local people

4. TODAY’S AGENDA
A lot to get through today...
The basics: Key concepts and principles
Part 1: Getting to know the customer
Part 2: Segmentation and Targeting, Exchange and competition
Part 3: Behavioural goals and behavioural theory
Part 4: Marketing/Intervention Mix and evaluation
Close & any other questions

5. THE BASICS
Philosophy, principles & process

6. PRINCIPLES
What is Social Marketing?
Understanding the customer (customer
orientation and insight)
The change you want to see (behaviour goals)
Understanding human behaviour
(behavioural theory)
Always there is an exchange
Not ignoring the competition 8
Segmentation and targeting Benchmark
criteria
Marketing/Intervention mix

7. PROCESS
What is Social Marketing?
Refine Scope
Evaluate Develop
Implement

8. PROCESS
What is Social Marketing?
Co-Refine Co-Scope
Co- Co-
Evaluate Develop
Co-
Implement

9. THE DEFINITION
“The systematic application of marketing alongside other concepts
and techniques to achieve specific behavioural goals for a social good”
Jeff French & CB Stevens (NSMC)

10. THE DEFINITION
“Social marketing represents a unique system for understanding
who people are, what they desire and then organising the
creation, delivery and communication of products, services and
messages to meet their desires while at the same time meeting
the needs of society” AED

11. CONFUSION
What it isn’t...
Tools!

12. HISTORY
Where and How...

13. HISTORY
Where and How...
Originally there were “public service ads”
1942 - US created War Advertising Council
1950 - Public service campaigns emerged
Discipline of “marketing” harnessed to influence public attitude
and behaviour
“Born” as a discipline in the 1970’s
Kotler and Zaltman: “sell ideas”
Social marketing - influence social behaviour

14. GROWTH...
Popularity, Evidence, Experience...

15. WHY SOCIAL MARKETING?
“Social Marketing is a powerful tool to improve our lives as well as sell
consumer products. It fuses the power of marketing, advertising, PR,
advocacy and community organising in a seamless approach to achieve
positive social change ” Bill Smith, AED

16. Message based, traditional communications only have a very limited
impact on people’s actual behaviour.

17. WHAT CAN IT DO?
Change behaviours positively
Create awareness, engage, build trust
Save money in the long term
Improve peoples’ lives
Inform
Not ‘what does it cost’ but ‘what is it worth’

18. Huge Debt
VfM/ ROI
Focus on behaviour
change
OLD GOVT/ NEW GOVT ?
“The new government white paper ‘Healthy Lives, Healthy
People’ outlines a radical shift in the way we tackle public
health challenges. It outlines a new approach – a move away
from Whitehall ‘diktat’ and ‘nannying’ to empowerment within
local communities and help for individuals and families to
address their own, particular needs”

19. U- TURN
The Department of Health (DoH) is putting £14m behind its
Change4Life campaign.The DoH has set out a three-year strategy,
focusing all marketing on Change4Life, Smokefree, 'young
people' and 'older people'. It has slashed its annual
communications budget from £93m to £44m.

20. EXPERT KNOWS BEST?
Moving to a ‘public driven model’

21. EXPERT KNOWS BEST
Expert defined objectives and targets
Strategies, programmes and plans
Implementation adapting to consumer wants
and needs
Evaluate programmes and plans

22. PUBLIC DRIVEN MODEL
Consumer wants and needs
Policy objectives and targets
Marketing Strategy
Evaluation
Learning and refinement

23. DIFFERENT TIMES
Age of Deference to Age of Reference
In an age of reference, the greatest intangible asset of all is TRUST

24. SO WHAT IS MARKETING?
A means of influencing behaviour...

25. The right product, in the right place, at the right time, at
the right price
The achievement of corporate goals through meeting and
exceeding customer needs better than the competition.
SO WHAT IS MARKETING?
Satisfying customer needs and desires.
Customer focused
philosophy
Marketing is the social process by which individuals and
groups obtain what they need and want through creating
and exchanging products and value with others.
Marketing is the management process that identifies,
anticipates and satisfies customer requirements

26. BRANDSTORMING
Exercise

27. BRAND STORMING
What about these?
Can we sell these brands/behaviours in the same way?

28. TRUE MARKETING
What about these?
True marketing approach – about making what we can sell not
selling what we can make – moving away from communicating a
message WE have crafted to using audience to craft a product and
message that will be received
‘The meaning of communication is the response we get – start from
what the audience will respond to
The right product to the right people at the right price in the right
place at the right time with the help of the right people
Our ‘sales force’ are as important as our ‘customers’

29. SELLING WHAT WE WANT

30. TO SELLING WHAT OUR
AUDIENCE WANT

31. LETS NOT FORGET...
UK annual expenditure = £800m
(Social Marketing = £5m)

32. Social Advertising
“I don’t need a message that I already know,
I need a programme that will help me solve my
problem.
Social Marketing

33. IN A NUTSHELL...
About understanding people
Creation, delivery and communication of products, services and messages to meet their
desires (not just promotion!)
Meeting the needs of society
Application of commercial marketing
Achieve specific behavioural goals, for a social good.
Sells a behaviour change to a targeted audience
Cannot promise an immediate payback
Integrates people in the process of change
Moving away from what we want to sell

34. ANY QUESTIONS SO FAR?
Next: Getting to know your customer

35. PART ONE: THE CUSTOMER
Getting to know the customer

36. IF YOU DO NOTHING ELSE...
Get to know your audience...

37. THE CUSTOMER
Getting to know your customer
Customer Orientation: Developing a robust understanding of the
audience, based on good market and consumer research, combining
data from different sources.
“If I had six hours to chop
down a tree, I’d spend the
first two hours
sharpening the axe.”
Abraham Lincoln
Scoping

38. A DIFFERENT KIND OF
CUSTOMER
50% of teenagers consume another media while watching
TV(Pincott, Russell 2006)
70% of three year olds recognise the McDonalds symbol but only
half of them know their own surname (NCC 2005)
Pester Power…67% car purchases are influenced by children (US) –
(Sue Palmer)
Double the number of 2-5 year olds can play with a smartphone app
(19%) than can tie their own shoes (9%) Daily Telegraph
Scoping

39. KNOWLEDGE IS POWER
Getting to know your customer
One every
six miles “Customer intelligence is now a key factor in differentiating
winners from the losers.” (Business Week)

40. “You never really know a man until you stand in his shoes and walk
around in them” (To Kill a Mocking Bird)

41. KNOWLEDGE IS POWER
“Healthy eating is more a state of “We listened to consumers who said
intention than it is of action” they wanted to eat fresh fruit
(Burger King) – but apparently they lied.”
(Wendy’s Spokesperson)
“We’re satisfying the serious “A typical buyer isn’t driving in
meat lovers by leaving off the there with a BMW and an expense
produce and letting them decide account. They’ve got a couple of
exactly how much they can bucks in their pocket and their big
handle” objective is to get full”
(Denny Marie Post Research – plenty of it! (Denny Marie Post
Chief Concept Officer Burger Chief Concept Officer
King) Burger King)
Industry monitoring
Social climate monitoring
Consumer research
Family shopping behaviour

42. BUT IT IS NOT ALL ABOUT
COLLECTING DATA...

43. INSIGHT GENERATION
A deep truth
“A deep ‘truth’ about the customer based on their behaviour,
experiences, beliefs, needs or desires, that is relevant to the task or
issue and ‘rings bells’ with target people”

44. INSIGHT GENERATION
A deep truth

45. INSIGHT GENERATION
A deep truth
My child is always safest in my arms.
God decides when to take my baby.

46. INSIGHT GENERATION
A deep truth
Sales
rocketed
700%

47. CHANGE IN APPROACH
The communications approach -versus- The social marketing approach
Crafting our Communicating
Audience
message our message
Intervention/
Understanding Generating
Audience marketing
our audience insight
mix

48. DATA TO INSIGHT
DATA UNDERSTANDING INSIGHT
WHAT? WHY? SO WHAT?
Information, facts and A deeper truth that strikes a chord
An understanding of what’s going
observations related to with people
on
understanding the
people involved
SOURCE:GOVERNMENT COMMUNICATIONS NETWORK

49. THE THINK CAMPAIGN
REAR SEAT BELTS
Initial range of data / information! Understanding Insight
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RESULTS!

50. RESULTS!
Moment of doubt’ campaign targeting young men 17-29
Perception you’d get caught: 58% pre-campaign, 75% 6 months in
Deaths from drink driving: 560 in 2006, 430 in 2008
Has saved 1,000 lives and prevented 90,000 injuries
Every £1 spent on Think! has saved society £9.36
RESULTS!
SOURCE: DEPT FOR TRANSPORT 2010

51. SEGMENTATION
A deep truth
“Segmentation is the process of subdividing a market into distinct
groups that behave in the same way or have similar needs”.
YUPPIES
DINKE
DUMP
PIPPIE
SCUM
SILKY Dividing people into groups of
SINBAD similar characteristics or
SITCOM behaviours
WOOPIE
LOMBARD

52. HEALTHY TAKEAWAYS

53. HEALTHY TAKEAWAYS

54. HEALTHY TAKEAWAYS

55. HEALTHY TAKEAWAYS

56. HEALTHY TAKEAWAYS

57. HEALTHY TAKEAWAYS

58. SEGMENTATION
Why is it important?
MESSAGE
Message Don’t sniff glue or aerosols, they can kill you
How terrifying,
I won’t be
doing that!
It’s a kids
So what? drug, I
wouldn’t be
seen dead
doing that

59. SEGMENTATION
Why is it important?
MESSAGE
Message Don’t sniff glue or aerosols, they can kill you
Hmm, I didn’t know you
How terrifying,
could sniff glue – I’ll give
I won’t be that a try!
doing that!
It’s a kids
drug, I
So what?
wouldn’t be
seen dead
doing that

60. SEGMENTATION
Why is it important?
Strategy Strategy Strategy Strategy
Break down the audience into clusters with targeted interventions for each group

61. Demographic
male
born 1948
British
2nd marriage
affluent
well known family

62. Demographic
male
born 1948
British
2nd marriage
affluent
well known family

63. Demographic
male
born 1948
British
2nd marriage
affluent
well known family

64. SEGMENTATION
One size doesn’t fit all
“Segmentation is the process of subdividing a market into distinct
groups that behave in the same way or have similar needs”.
Socio- Who people are
Old and only way (Geodemographic) demographic
!"#$%&'()*$("$+"%)(,"+)#-$./"
Demographics
Geography, age, gender, income,
household composition, social class
What people do
New and best way (Psychographic) Behaviours Use and behaviour
Media consumption
Based on personality traits, beliefs,
values, behaviours, preferences,
habits… what moves and motivates How people think and
feel
Attitude Needs, benefits, motivations
Values, beliefs
Influences (reference groups)

65. ILLICIT TOBACCO
One size doesn’t fit all

66. EXAMPLE
Illicit tobacco use in London

67. EXERCISE
Illicit tobacco use
KEY
SEGMENT CHARACTERISTIC
Harden regular Defiant regular user - no care about legality
Conscious but indifferent Sees illicit tobacco as harmless, a victimless
crime, you simply save money
Culturally ingrained Buying illicit cigarettes is the done thing
Concerned Infrequent Perceived cheap cigarettes as harmful but
may partake in casual purchasing
Last resorts Buy cheap cigarettes as a last resort when
their normal supply has run out

68. EXERCISE
Illicit tobacco use
BASED ON ALL THE INFORMATION YOU HAVE, WHAT
STRATEGY WOULD YOU ADOPT?
(20 MINUTES)

69. EXCHANGE & COMPETITION
What’s in it for me?

70. EXCHANGE
Social marketing is an exchange. If you want people to change their
behaviour, you have to offer them something…
What does the person have to give to get the benefits proposed?
Forces us to listen to what people want as well as what we want from them
Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process'
Costs Benefits
Inconvenience
Improved health
Travel time KEY QUESTION:
Discounted fares
Facilities What’s in it for me?
More regular services
Staying in bed/going out
Incentives
Distance
Rewards
Child dependence

71. EXCHANGE
How do you persuade young people to pee in a pot?

72. EXCHANGE
How do you persuade young people to pee in a pot?

73. Within this exchange transaction customers will only exchange what they
value (money, time, effort) if they feel that their needs are being fully
satisfied.
VALUE EXCHANGE

74. COMPETITION
Less about a specific company and much more about what is being
offered to people…
Fun
Pleasure
Enjoyment
Taste
Affordability
Speed
Convenience !
"
#$%
Conform &
'
'
(%
Average number of commercial messages seen a day: 1300
Number recalled = 3

75. BEHAVIOURAL GOALS
A focus on behaviour
Social
Marketing
has a clear focus on behaviour based
on behavioural analysis with
SPECIFIC
BEHAVIOURAL
GOALS.
Problem Statement
What is the social problem I want to address?
Who or what is to blame for this problem?

76. BEHAVIOURAL GOALS
Be SMART!
Specific Not open to different interpretations
Measurable Tangible, concise
Achievable With the resources available
Reliable Durable and consistent data can be gathered
Can be measured within the timeframe of the
Time bound
intervention

77. BEHAVIOURAL THEORY
What do we know about human behaviour?

78. BEHAVIOURAL THEORY
Behaviour is affected by more than “what I know” or “what I
Other influencing factors
What I know
How I actually act
Information
Knowledge
Attitudes Other influencing factors
Actions
Values
Behaviour
Beliefs
What I believe or feel Other influencing factors

79. BEHAVIOURAL THEORY
Behaviour is affected by more than “what I know” or “what I
Government policy and Community assets and resources
implementation
Social circumstances and context
Market forces, the economic and
business climate
Physical and material circumstances Environmental and cultural context
Behaviour

80. EXAMPLE
When push comes to nudge...
How can we get people to reduce carbon emissions
and congestion?
Fun
Easy
Popular!

81. UNDERSTANDING
WHERE PEOPLE
ARE...

82. WHAT MOTIVATES
PEOPLE TO ACT?

83. WHAT MOTIVATES
PEOPLE TO ACT?

84. WHAT MOTIVATES
PEOPLE TO ACT?
SOCIAL PROOF
More people recycled their towels if the message in
a hotel bathroom informed them of the behaviour
of others

85. WHAT MOTIVATES
PEOPLE TO ACT?
FEAR OF LOSS
Worrying about loss of attractiveness
was found to be a major motivator for
young people to stop smoking

86. WHAT MOTIVATES
PEOPLE TO ACT?
PROMPTS
Worrying about loss of attractiveness
was found to be a major motivator for
young people to stop smoking

87. BEHAVIOURAL THEORY
In a nutshell
People do many things by observing others and copying
People do many things without consciously thinking about
them
Money undermines people’s intrinsic motivation to do the right
thing
People’s self-expectations influence how they behave
People are loss-averse and hang on to what they consider
‘theirs’
People are genuinely bad at reaching decisions – fear of failure
and the consequence of action
People need to feel involved and effective to make a change

88. BEHAVIOUR
Motivation and Ability

89. BEHAVIOUR
Motivation and Ability
Fun
Easy
Popular!
Community
Co-creation
Custom

90. BEHAVIOUR
Motivation and Ability
One year, one goal
Tour the city, regular weekly spots
Record of BMI, questionnaire, starter pack
Free tools - pedometers, recipe cards, gym passes
Health experts - personalised advice
community based services - health trainers, community food workers
Tanker - 3 zones (food, exercise and live events)
Access to nutritionalists
Outside fitness - free induction at 16 lifestyle centres
cooking demonstrations, interactive exercise demos, performances
Interactive website, free phone number, film footage, vox pops

91. MARKETING MIX
The 4 P’s
What does the customer get?
PRODUCT
What’s being offered to them?
How much will it cost them? Not just money but
PRICE
time, effort, emotional costs
Where does the relevant behaviour happen?
PLACE Where are there opportunities to reach the
customer
How will you promote your offer? How will your
PROMOTION
communicate with your target audience and inspire

92. MARKETING MIX
The 4 P’s
What does the customer get?
PRODUCT
What’s being offered to them?
The Red Card

93. MARKETING MIX
The 4 P’s
How much will it cost them? Not just money but
PRICE
time, effort, emotional costs
Those plush
toilets!

94. MARKETING MIX
The 4 P’s
Where does the relevant behaviour happen?
PLACE Where are there opportunities to reach the
customer
Dental Spa
Ideal place? Where your
customer is.

95. MARKETING MIX
The 4 P’s
How will you promote your offer? How will your
PROMOTION
communicate with your target audience and inspire
PLAY VIDEO

96. MARKETING MIX
The 4 P’s
PROMOTION

97. HAVE YOU CAUGHT UP
Marketing in the new world: mobile and online
Moved from mass media to niche media to micro media
The environment has changed
Communities do not necessarily mean ‘local areas’ millions of
online communities
89% of major brands expected to market via a mobile this year
41% of retailers have a mobile app
Biggest spend this year in advertising is via mobile advertising.
M&S have over 1million unique users a day to their mobile platform
Text messages: more are sent in one day than the total population
of the planet.
moving to location based marketing and augmented reality

98. SAFE SEX
We are going mobile and online!
Condom locator App (location based technology)
Social Media
Advertising on porn sites?????

99. MARKETING MIX
Social Mix Elements
How it is envisioned that we can help and support the customer to
Proposition move from the current to desired behaviour
Identifying common goals and working together in genuine
Partnerships collaborative partners
Looking at ways to maximum resources by engaging across all
Purse strings sectors - not just financial but HR and sharing expertise
Recognising the political drivers and potential constraints and
Politics looking at ways to inform, influence and engage the relevant political
players
Using social marketing to help link and connect different policy
Policy agendas - maximising the impact across the whole system
Public, professionals, politicians - recognising the customer can be
People any or all of these and gearing efforts accordingly.

100. OUR MARKETING MIX
The Social Change 4 C’s
Community Consumption, it appears, really is
best served in a crowd.
From viewer, reader and listener
to broadcaster &content provider
Conversation
No longer about acquisition but
relationships...
Customisation Tailored content. Amazon, I
Player...
Actively help design, develop and
distribute the products and
services they value. Co-creation
Customer innovation

101. SOCIAL MARKETING MIX
Sometimes known as the ‘intervention mix’
Inform, advise, build
Environment, context, design,
awareness, encourage,
persuade, inspire Educate Design engineer, availability,
distribution
Provide service support and
Legislate, regulate, enforce,
police, require, set standards Control Support respond, give people what
they need, want or value

102. SOCIAL MARKETING MIX
Childhood Obesity
Motivating materials, peer led
cycle paths, walking shelters,
activity, curriculum, branding,
through partners Educate Design play areas, local food co-ops,
growing facilities
Ban advertising of junk food, Parents toolkit, activities,
food labelling, remove trans Control Support recipes, cooking skills, price
fat, salt promotions

103. SOCIAL MARKETING MIX

104. CASE STUDY
Behavioural goal: To increase breastfeeding initiation rates amongst the target
audience
Promote breastfeeding amongst 16-25 year old mothers,
by celebrating mothers who breastfeed as ‘stars’, and
supporting them through the breastfeeding process
For the campaign, local breastfeeding mums were
transformed to look like models, celebrities, singers and
actresses, making breastfeeding glamorous, sexy and
appealing for the campaign’s target audience Increase in breastfeeding
initiation rates within the
Strategies for 4 audiences: 16-25 year old mums, their
peers, their partners, their families target group from 52% to
63% But in Bolton,
Not just a ‘ad’ campaign - peer to peer support, blog, increase from 65.1% to
support for partners, great use of online 82%

105. EVALUATION
How do you demonstrate that all important ‘return on investment’?
What are you Stats at the
measuring beginning... what
against? are you measuring
-Smoking (4 week quit data) SMART
– Bowel cancer (number of test completed)
– Obesity (BMI data & psychical activity levels)
– Alcohol (brief interventions)
OBJECTIVES
- Breast feeding (6-8 week data)
How are you Was it cost effective compared to other alternatives?
measuring?
Was the intervention a success – what is the evidence?
Collect diaries, stories, quotes, views...
What can be learned from the process as well as the impact?

106. SUMMING UP
6 underlying principles
We can persuade people to change their behaviour
To do so, you need to understand exactly who your audiences are
You also need to be clear about the behaviour you seek and the
benefits and barriers of adopting that behaviour (and competitive
behaviours)
You also need to understand what would motivate your specific
audiences to adopt the behaviour you seek
You can then design interventions that will help achieve that goal
And collaborate with others to help achieve real change

107. TEST AND PILOT!
Test, pilot
“I made 5,127 prototypes of my
vacuum before I got it right. There
were 5,126 failures. But I learned
from each one. I don't mind failure.”
“Our society has an instant-
gratification thing. We admire
instant brilliance, effortless
James brilliance. I think quite the reverse.
You should admire the person who
Dyson perseveres and slogs through and
gets there in the end.”

108. A TRENDMILL
That is getting faster and faster!!!
“Marketing takes a day to learn. Unfortunately
it takes a lifetime to master”
Phillip Kotler, Marketing Guru

109. LOOKING FOR HELP?
Our services
Social research/ scoping
Social marketing programme design and strategy
Evaluation Check us out
on Facebook and
Service redesign Twitter!
Branding, design and illustration

110. CLOSE
Thank you. Any questions?