Post on 09-Apr-2018
8/7/2019 Social Marketing principles and processes
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Social Marketing
principles andprocesses
Jeff FrenchJeff.french@strategic-social-marketing.org
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I believe in
evidence basedpresentations!
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WARNINGThe views expressed in this presentation are purely
my own and those of all right thinking people
everywhere. I may start to rant because I
passionately believe that Social Marketing can do a
tremendous amount of good in the world. These
thought have been put together over many years
and should only be engaged with by citizens and
professionals who are prepared to take a critical
look at what they are doing. Those seeking to
replicate these ideas and recommended actions at
home do so at their own risk.
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Which shape and colour best
represents the way youoperate at work ?
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My thesis
We face massive behavioural challengesthat can only be tackled by:
Using insight that to create value for people
&
Systemic delivery through a planned Social
Marketing approach across civic society
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Health Promotion
Public Health
Health Education
Communityempowerment /
engagement
Socialmarketing
Other
forms of
interventio
n: Design,
Informatio
n etc.
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The discipline of socialmarketing
Scope Develop Implement Evaluate Follow-up
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Sir John Harvey-Jones (1924 - 2008)
The nicest thing about not planning isthat failure comes as a complete surprise
rather than being preceded by a period
of worry and depression."
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What SM can deliver
Ensure that every £ is spent where it
can have the most effect
Save you money by reducing and
redirecting funding
Provide a clear line of connection
between investment and outcome
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We cant afford the waste of not learning and reinvention
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Ernest Rutherford
(1871 - 1937)
By 1902 Rutherford had
established a new
branch of physics called
radioactivity. His work
on radioactive decaywon him the 1908 Nobel
Prize in Chemistry.
He also established the
nuclear theory of the
atom. In 1919, he
announced his successin the artificially
disintegration of an
atom.
He died at Cambridge,
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Opportunities
Growing user , citizen powerand the need for citizen driven
solutions.
Big demand for effective andefficient ways to tacklebehavioural changes.
New technology,methodologies and evidencethat enable more user drivensolutions and customisation.
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The big societal challenges
climatechange
poverty
recyclingalcoholphysical
activity
theft
obesitypollution
drug usesexual health
smoking
violence
inequality
HIV / Aids
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Put your hands up generation LXyou are the Charmed Generation Typically, people born between1950 and 1970
Highest disposable income
Huge and growing Capital worth
More technologically advanced than people think
Increasingly disability-free and healthy life expectancy
Buy over half of luxury goods
Women spend 20% more on clothes than youngercounterparts
You want it how you want it
Strategic Social Marketing LtdStrategic Social Marketing Ltd
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Citizens want to be listened to and engaged
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Gener llyGener lly
tr sted t telltr sted t tell
t e tr t ?t e tr t ?
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Responsive pubic services?MORI survey in 2005 following words best described public service,
Highest ranked words:
Bureaucratic
Infuriating
Faceless Hardworking
Unresponsive
Unaccountable.
The lowest ranked words:
Friendly,
Efficient
Honest
Open.
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Over 1,000 unique usersvisited the webpage (out of
around 3,000 employees).
7% more customers are
happy
4% rise in the numberwho think the council ishelpful.
What made it work was that it was
driven by the audience and centered
on them interacting with the activities
set up
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How it feels the fatal conceit
The State andExperts know
best
They dontThey dontThey dont
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Jeff,W
elcome to YourA
mazon.com(If you're not Jeff French, click here.)
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Its not about
telling and selling.
Its about bringinga relationship
mind set to
everything we do
Jim Stengel Global Marketing Chief Proctor & Gambel
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The new driver: Citizen Perceived Value
The challenge of communication and
engagement and coproduction
The legitimacy and
necessity of actionon:
± Knowledge
±Attitude
±Beliefs
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How many sociologists does it take to change a light bulb ?
What do you get when you crossan economist with a
psychologist and a member of
the mafia?
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Valuing different sources of learning
criminology
marketing
AND MANY MORE
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If you can get them
asking the wrong
question the answers
dont matterThomas Pynchon
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the futility of isolated
initiatives.
Wrong question:
How about a new
initiative?
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Wrong question:
How do we tell people what to do?
Strategic Social Marketing LtdStrategic Social Marketing Ltd
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Postpone 1st sexual activity
Don¶t idle the car
Don¶t smoke in public places Eat 5-a-day fruit & veg
Don¶t binge drink Don¶t vandalise Go to screening service
RecycleCut back on fatty foods Don¶t falsely claim benefits
Don¶t drug driveConserve energy Register to vote
Don¶t drink & drive Get immunised Don¶t graffiti
Don¶t smoke while pregnant Cut-down on red meat Vote
Exercise Use public transport
Don¶t steal Cut down on calories
Drink sensibly Don¶t speed in carsDon¶t carry knives
Don¶t bully & threaten othersComplete tax forms Reuse bags
Use smoking cessation service Volunteer Don¶t litter Use a condom Limit water useGo for a check-up
Don¶t smoke Use helpline Don¶t start fires Safer sex
Don¶t drive using mobile phone Avoid sugary foods & drinks
Report crimeCut back on waste Check on neighbour
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Sometimes creative insight driven
communication does work by itself
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The Right Question
How can I create systems,
environments, products
and services that will help
people change andcommunicate this is a way
that they will understand
and respond to?
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3 core concepts3 core concepts
Insight
Competition
Exchange & Choice Architecture
Strategic Social Marketing LtdStrategic Social Marketing Ltd
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Why demography is not enough
demographic
male
born 1948British
2nd marriage
affluentwell known
family
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W hat causes bingedrinking ? You only haveto look at the price list (Bar manager)
Binge drinkers consider it their right, Its a release
for the working class to forget their lives
(Youth worker)
Supply Side logic
Socio political logic
Insight is the key
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Its very important to get
drunk. Im spending money
and I want to get drunk, and
if I dont its just a waste of
money!
Quoted in Alcohol Harm Reduction Strategy for England
CabinetOffice 2004
Personal contextual logic
Insight is the key
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attention
engagement