WTF is social marketing? Campaigns, behaviour change and behavioural economics
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WTF is social marketing? Campaigns, behaviour change and behavioural economics
- 1. So… WTF is social marketing? Max St John – April 2010
- 2. def. “The systematic application of marketing, alongside other concepts and techniques to achieve specific behavioural goals, for a social good”
- 3. or (better)... “Consumer behaviour is our bottom line”
- 4. starting point identifying behavioural challenges developing behavioural interventions
- 5. the roots social policy marketing _social sciences _commercial _social reform _public sector _social campaigning Allied with: behavioural economics, health promotion, public health, behavioural psychology, environmental advocacy.
- 6. three factors set of tools or technologies social marketing via the core concept of marketing to create a socially just and fairer society
- 7. why it matters: joyless growth
- 8. why it matters: an unequal society
- 9. core principles: focus on behaviour typically want people to do one of four things: _accept a new behaviour _reject an undesirable behaviour _modify and existing behaviour _abandon an old, undesirable behaviour
- 10. core principles: people first mindset in-depth understanding of audience: deep truths systematic audience understanding beneficiary is the individual, group or society: not us.
- 11. principle elements _Customer or consumer orientation _Behaviour and behavioural goals _'Intervention mix' and 'marketing mix’ _Audience segmentation _‘Exchange’ _‘Competition’
- 12. Where demographics fail Demographic male born 1948 British 2nd marriage affluent well known family
- 13. the individual in a wider context Indirectly influence Global context Wider society Communities and neighborhoods Friends and family Individual Directly influence
- 14. what is behaviour? Not a single action But ‘a series of actions over time’ The result of conscious decisions but often driven by learned patterns or unconscious decisions Behaviour is ‘inherently dynamic’. Variation and inconsistency is common
- 15. behavioural models Termination Pre- Contemplation Maintenance Contemplation Action Preparation
- 16. ways of influencing behaviour Inform Communicate Remind Make aware Trigger Educate Teach Engage Inspire Skill Support Service Provide Assist Model Design Alter environment Change context Engineer Control Regulate Legislate Monitor Police
- 17. Some examples
- 18. Making it fun What about this...?
- 19. behavioural economics “Decision making under uncertainty.”
- 20. the difference standard economic model behavioural economics _rational _? _governed by selfishness _treat all assets as fungible _motivated by expected utility maximisation _consistent time preferences according to discounted utility
- 21. economics meets psychology why we shop and buy things the way we do why we behave the way we do how we make choices how choices affect markets how to influence choices
- 22. two kinds of behaviour reflective automatic/limbic _thinking _emotional _rational _intuitive _self aware _unconcious _”turbulence is fine” _”we’re all gonna die” _deductive _associative _mr spock _homer simpson
- 23. behavioural economics anchors heuristics prospect theory loss aversion / the endowment effect etc
Editor's Notes
- Strategy and policy represent… Behavioural changes must be sustained!
- Tools adapted from commercial/trad marketing and applied to behavioural issues Concept or philosaphy – a way of approaching a specific issue focusing on the audience’s perspective.
- Anchors: % of African countries in the UN – two groups of people given two numbers – 10 and 65 – 10 group guessed 25% – 65 group guessed 45. Examples of phone numbers or social security. When we have limited information – we use anchor points. Heuristics: 9/11 example – people can remember when it happened, how many people died (2948) – not how many people died the same year from cigarettes (400,000) – but affected travel decisions, resulted in increased RTA deaths. Prospect: We value a loss at twice that of a gain – people expecting £60k and got £50k is not as happy as someone expecting £40k and gets £50k. Gambling metaphor. Applications: 30 day money back or try before you buy. Talk about GDP measurement model and flaws. Endowment effect: students sleeping out for tickets – “ikea effect”. Loss aversion and the status quo effect.
- Anchors: % of African countries in the UN – two groups of people given two numbers – 10 and 65 – 10 group guessed 25% – 65 group guessed 45. Examples of phone numbers or social security. When we have limited information – we use anchor points. Heuristics: 9/11 example – people can remember when it happened, how many people died (2948) – not how many people died the same year from cigarettes (400,000) – but affected travel decisions, resulted in increased RTA deaths. Prospect: We value a loss at twice that of a gain – people expecting £60k and got £50k is not as happy as someone expecting £40k and gets £50k. Gambling metaphor. Applications: 30 day money back or try before you buy. Talk about GDP measurement model and flaws. Endowment effect: students sleeping out for tickets – “ikea effect”. Loss aversion and the status quo effect.
- Customer or consumer orientation - A strong ‘customer’ orientation with importance attached to understanding where the customer is starting from, their knowledge, attitudes and beliefs, along with the social context in which they live and work. Behaviour and behavioural goals - Clear focus on understanding existing behaviour and key influences upon it, alongside developing clear behavioural goals. These can be divided into actionable and measurable steps or stages, phased over time. 'Intervention mix' and 'marketing mix' - Using a mix of different interventions or methods to achieve a particular behavioural goal. When used at the strategic level this is commonly referred to as the 'intervention mix', and when used operationally it is described as the 'marketing mix’. Audience segmentation - Clarity of audience focus using audience segmentation to target effectively. ‘ Exchange’ - Use of the ‘exchange’ concept – understanding what is being expected of people, and the real cost to them. ‘ Competition’ - Use of the ‘competition’ concept. This means understanding factors that impact on people and that compete for their attention and time.
- Note: thanks to Jeff French for this fantastic example!
- 6.9 billion people on the planet – 6 billion decision makers making 100s of decisions a day – but short of time and with limited information. Becoming mainstream, reflected in party manifestos and policy making.
- Why we smoke, drink, have unprotected sex, play the lottery, gamble with other people’s money.
- Anchors: % of African countries in the UN – two groups of people given two numbers – 10 and 65 – 10 group guessed 25% – 65 group guessed 45. Examples of phone numbers or social security. When we have limited information – we use anchor points. Heuristics: 9/11 example – people can remember when it happened, how many people died (2948) – not how many people died the same year from cigarettes (400,000) – but affected travel decisions, resulted in increased RTA deaths. Prospect: We value a loss at twice that of a gain – people expecting £60k and got £50k is not as happy as someone expecting £40k and gets £50k. Gambling metaphor. Applications: 30 day money back or try before you buy. Talk about GDP measurement model and flaws. Endowment effect: students sleeping out for tickets – “ikea effect”. Loss aversion and the status quo effect.