Role of Strategic Social Marketing - Civil Service · 2017-05-05 · Role of Strategic Social...

www.strategic-social-marketing.org

Role of Strategic

Social Marketing

Professor Jeff French

Cabinet Office Presentation

14th Jan 2016


[email protected]

Twitter: Twitter.com/jefffrenchSSM or @jefffrenchSSM

Linkedin: http://uk.linkedin.com/pub/professor-jeff-french/14/998/582

Academia.edu: http://vpweb.academia.edu/JeffFrench

mailto:[email protected]





http://uk.linkedin.com/pub/professor-jeff-french/14/998/582





http://vpweb.academia.edu/JeffFrench

http://vpweb.academia.edu/JeffFrench


I swim in the muddy waters

of real life programme

implementation

rather than the crystal waters of

pure theory and policy


Marketing?


Big Problem: Under utilisation &

Misinterpretation

of Marketing

in Government


Not just Social Advertising


Not just Social Media


Content in 30 mins !

1. Why we need a more citizen centric approach to social policy

2. What Social Marketing is

3. How Social Marketing can add value to social policy, strategy and operational delivery


Why


The big frustrating questions for Donors and Governments

• What is the impact of the funds we invest?

• What is the ROI?

• What have we learnt?


A lady who sold her house to raise funds for Kids Company said

“ the evaluation report is completely unclear 5 of

its 11 pages are just photographs of children”.


Started in a New Jersey prison in the 1970’s. Research conducted by Petrosino & the Campbell Collaboration shows that :

Instead of turning kids

away from crime they are about 12% more likely to commit a crime


Social Marketing

Works! 1000’s of social marketing

programmes have demonstrated effectiveness


CDC on Social Marketing: Health Communication Campaigns Review April 2011

• Median increase of 8.4% in the proportion of people who engaged in a healthy behaviour.

• Overall, results were consistently favourable

"Combining product

distribution with health

communication campaigns

results in greater behaviour

change than using health

communication campaign

alone."


Consumer Citizen One of the key social phenomena of the last fifty years.

As people become educated, empowered & wealthier they experience more power.

Expectations increase about how government should behave


From passive recipients of social programmes

to

active co-creators

What this means in practice


Citizens want to be part of the solution.

They are saying to us:

I do not believe you

I do not trust you

Listen to me

I am in control

now, help me

solve the

problems


Customer Focused Government From Policy to Delivery Lynton Barker (2002)


Nathan Coley

1. Informed by Evidence

2. Informed by citizen Insight

3. Informed by Science

4. Clear objectives

5. Embedded learning systems

6. Stakeholders involved

7. Strategic focus and congruent tactics

Effective Policymaking involves:


The Action Imperative


Premature

Tactictification


Premature question: What message will help me change people?

Strategic Social Marketing Ltd

www.strategic-social-marketing.orgc


S.A.P.

Spray And Pray



Some Posters

Leaflets, App’s, TV,

Education Radio &

Social Media (Thanks Alan Tapp and Co)

S.P.L.A.T.E.R.S.



Premature

Tactical

Question 2

How can I

Nudge people

into the

change I want?


GONADS The answer to everything

• Government • Organised • Nudge • Affect (EMOTION) • Defaults • Social Norming


The value/cost exchange matrix© 4 Primary Forms of intervention

Incentive Reward

Disincentive Punish

Active Decision

Conscious / Considered

Automatic / Unconscious

Passive Decision

Hug Smack

Shove Nudge

eg: A Fine eg: Reward for not smoking

eg: A default saving scheme

eg: Restrictions on sale time for

alcohol


Intervention Agnosticism


What


1953

Neil Borden

“Marketing Mix”

1960

E. Jerome McCarthy

The 4 P’s of Marketing.



Key Marketing Theory and Practice

Service and intangible benefits

Personalisation


Social Marketing Principles Concepts and Techniques

Hierarchy Model(French & Russell-Bennett 2015)

• Systematic planning

• Segmentation

• Intervention mix

• Competition analysis

• etc.

Techniques

The Key Concepts

The Key Principle

1. Citizen insight informed

2. Systemic analysis & action

3. Relationships and co-creation

4. Compelling Social Offers

Personal & Social

Value


1. Citizen insight informed

2. Systemic analysis & action

3. Relationship &

co-creation

1. Compelling social Offers

Personal & Social

Value


The Behavioural Bottom Line


SMART Behavioural goals


Personal & Social

Value


Social Value

Do People in Rotterdam cycle to save the environment?

S No they cycle because its:

1. Faster 2. More convenient 3. Low cost 4. Easy 5. Gives them independence


‘Expert Derived Interventions’

‘Value to

Citizen’

Based Strategy


How


c

1 Citizen insight informed



https://www.youtube.com/watch?v=tuAPPeRg3Nw


This Girl Can 2015 > http://www.thisgirlcan.co.uk/

Developed by Sport England and a wide range of partnership organisations

• Insight: 3 common barriers: appearance, ability and priorities

• 6% increase in target groups being active = ½ million women

https://www.youtube.com/watch?v=MkLUyhmJbto


2 Systemic Analysis and Action



Systemic

Applies a range of

theories & a systematic

reflective process to

develop bespoke

strategies to influence

specifically identified

behaviours


Policy

Strategy

Tactics

Operations

Strategic

Social Marketing

Operational Social Marketing


Contributions to Social Policy

Strategic Social

Marketing

1. Citizen insight into policy and strategy

selection and development

3. The selection of intervention Types

and Forms

4. Citizen input into strategic review, performance

management and evaluation

2. Target setting, segmentation and

competition analysis


Social Marketing

Citizen Informed Planning

http://www.ecdc.europa.eu/en/publications/Publications/social-marketing-guide-public-health.pdf












For more details see: http://www.epode-international-network.com/

http://www.epode-international-network.com/






Rotterdam City Council Senior management embrace Social Marketing as a standard policy tool.

All senior staff trained in Social Marketing.

All programmes aimed at influencing behaviour apply Social Marketing.

Measurable impact on wide range of city programmes.

Vincent Roozen, CEO, Municipal Health Service, Rotterdam


Vic Health Systems Approach Australia

https://www.youtube.com/watch?v=pZU8MYGqm2s


3 Relationships and

co-creation



Hug Support


c

4 Compelling

Relevant and

Sustained Social Offer



59

Total casualties and

accidents declined

by 12% and 11%

respectively.

For more information see:

www.thinkroadsafety.gov.uk

http://www.thinkroadsafety.gov.uk/


Summary


1. Set measurable behavioural goals and evaluate programmes

2.Develop citizen insight informed

policy, strategy & programmes

3.Build and sustain relationships and co-creation with stakeholders and citizens


A focus on individuals, on tactics and on systems


Little Fish

More efficient, effective and

responsive social

programmes



Big Fish Increased Social Value Powered by insight, co-creation and systemic programmes


Social Marketing is a deeply respectful, democratic and empowering way to work


http://wsmconference.com/espoo-2016/


Professor Jeff French PhD, MBA, MSc, Dip HE, BA, Cert.Ed.

[email protected]

Many

Thanks

Role of Strategic Social Marketing - Civil Service · 2017-05-05 · Role of Strategic Social...

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