Social Marketing Theories and Applications

Social Marketing Theories and Applications

Peter W. Vaughan, Ph.D.April 13, 2013

3 Objectives

1. Understand how to use Diffusion of Innovations & Stages of Change theories to make social marketing decisions

2. Apply Target Audience Characterization to Mini Campaign to demonstrate how to use DoI and SoC to make campaign decisions

3. Surface participant experiences and challenges doing these things

Activity 1:Diffusion of Social Networking

Wikipedia non-dating, well-known, active social networking sites: Classmates.com (1995) Care2 (green living/social activism) (1998) Vampirefreaks.com (1999) Habbo (2000) Mixi (2000) Friendster (2002) MySpace (2003) Linkedin (2003) Facebook (2004) Flickr (2004) Tagged (2004) 校内 (Xiaonei) or The Renren Network (2005) Douban (2005) Twitter (2006) Zoopa (2007) Yammer (2008) Google+ (2011)

Discussion PointsUsers of Social Networks:

How did you first learn about your social network? What convinced you to join a social network? Have you talked to friends/family about social networks? Generally, are you someone who is the first to adopt new things, or a later

adopter? Did anyone stop using social networks? Why?

Non-Users of Social Networks: Why haven’t you adopted use of a social network? What might convince you to adopt a social network? Have you talked to friends/family about social networks? Generally, are you someone who is the first to adopt new things, or a later

adopter?

Facebook is an Innovation!

Facebook may be past its inflection point! (http://octrooifabriek.blogspot.com)

Facebook IPO @ $38/share

Rate of Adoption of HerbicideSpray by Iowa Farmers (From Rogers, 1995)

Length of Time to go Through Stages of Change in adoption of 2,4 D Weed Spray

I n n o va to r s( 5 m o nt h s )

Laggards(56 months)

Stages of Change Model

Characteristic

Earlier adopters(Innovators, Early Adopters,

Early Majority)Later Adopters

(Late Majority & Laggards)

Education & literacyMore educated and more literate. Able to read and understand written materials (posters, pamphlets)

Less education and less literate. May need to use verbal (meetings, radio spots, festivals) or visual (photos, costumes) materials.

Social status, social mobility, & opinion leadership

Higher incomes, more material possessions, more able to move upward in social hierarchy. Likely to be opinion leaders you can use as advocates in your campaign. Adopting new modern behaviors is one way they assert their status, and you may be able to appeal to them on this level.

Lower incomes, fewer material possessions, less able to change social status. Unlikely to be local leaders, more likely to be followers. May role model their behaviors on what they see the early adopters do and what they see as the consequences of that behavior are.

Risk taking

Willing to take a risk by trying new things. Better able to weather the situation if the risk proves to have been a mistake, for example if fishing only outside of the NTZ results in a decline in income.

Risk-averse, wait to see what happens to others before they try something. Less able to weather the situation if the risk proves to have been a mistake, for example if fishing only outside of the NTZ results in a decline in income.

Empathy, or the ability to put oneself in the situation of another, including of other species

Higher empathy, increased ability to put themselves in the place of others. Lower empathy

Dogmatic, or rigidity of existing belief systems

Not dogmatic, open to new ideas. Will need less to persuade them of new behaviors benefits.

Dogmatic, resistant to new ideas. Will need lots of persuasion and demonstrations of new behaviors benefits.

Rationality

More rational decision making process; may respond to more rational arguments for behavior change. However, don’t eliminate emotional appeals, they work for everyone.

Less rational decision-making process. May respond to more emotional arguments for behavior change.

Characteristic

Earlier adopters(Innovators, Early Adopters, Early

Majority)Later Adopters

(Late Majority & Laggards)

Fatalism, or feeling of lack of control over future

Low; early adopters are more likely to believe they can control their own future. May respond well to messages that promote this control of the future.

High; late adopters are more likely to believe the future is controlled by chance or God.

Social participation High. Likely to attend community meetings, go to events, participate in community activities.

Low. Less likely to participate in local events like meetings.

Interpersonal networks

Large, diverse, and highly connected. They will be the first to hear about new ideas and will spread the new ideas through interpersonal communication with others in their networks. They are most likely to meet with you, with people from conservation groups, or government agents.

Small and weak connections outside of their immediate family and neighbors. Will hear about new ideas late and will not spread them very much outside of their immediate family and neighbors.

Information seeking High, it will not take much to get them to seek additional information about the new behavior

Low, will not take the initiative to seek out more information about the new behavior. You will have to deliver it to them.

Cosmopolitan, or amount of travel around area, or outside area

High, likely to be exposed to campaign materials in many different locations.

Low, likely to be exposed to campaign materials only in those places they normally go to shop, work, go to school, etc.

Mass media Will utilize radio, TV, newspapers and magazines, Internet, etc. much more.

Will have more limited access to mass media, and may utilize fewer types of media and less often. Harder to reach with mass media, although radio is often widely adopted and used in nearly all cultures around the world because it is inexpensive and verbal.

Activity 2: Mini Campaign Stage of ChangeWhich of the following statements best describes you the day

before the TTT started?

A. Had never heard that taking breaks during work to stretch or exercise can improve your mental and physical health.

B. Had heard that taking breaks during work to stretch or exercise can improve your mental and physical health.

C. Believed that taking a break during work to stretch or exercise will improve your mental and physical health.

D. Had talked to other Rare staff about taking breaks during work.

E. In the previous 6 weeks, had at least occasionally taken a work break in order to stretch or exercise.

F. In the previous 6 weeks, had regularly (2/day or more) taken work breaks in order to stretch or exercise.

Activity 2 Discussion Points1. How many stages did they progress on average? What is range of

progress in number of stages?2. Did anyone regress?3. Did anyone skip a stage or do stages in different order than Rare’s ToC?4. Are they with the same people now as at baseline? Why?5. Why did you move as many stages as you did? What caused you to

move?6. Why didn’t you move further? What blocked you?7. What would help you to move to the next stage?8. If you were designing a Pride campaign, what messages would you

suggest to reach your group?9. If you were designing a Pride campaign, what activities would you

suggest to reach your group?

Rate of Adoption of Weed Spray by Iowa Farmers (From Rogers, 1995)

How Can We Use DoI & SoC to Inform Pride Campaign Decisions?

Use Baseline Levels of K or BC to Guide Emphasis in Campaign

Situation at Baseline from KAP Survey

Stage of Change

Who has adopted

(if anyone)

Knowledge Messages

(Allocation / Emphasis)

Attitude Messages


IC Messages


BC Messages


K < 20%or

BC < 3%

Majority in precontemplation

stageInnovators 40% 25% 25% 10%

21% ≤ K ≤ 40%or

3% ≤ BC ≤15%

Majority in contemplation

stage

InnovatorsEarly Adopters 30% 25% 25% 20%

41% ≤ K ≤ 90%or

16% ≤ BC ≤83%

Majority in preparation,

validation, or action stages

InnovatorsEarly AdoptersEarly MajorityLate Majority

10% 30% 25% 35%

91% ≤ Kor

84% ≤ BC

Majority in action stage

InnovatorsEarly AdoptersEarly MajorityLate Majority

Laggards

5% 20% 35% 40%

2 Take-Home Points

1. You should have messaging strategy that targets all parts of the Stages of Change to create a “pathway to change”.

2. Campaign emphasis will shift, however, depending on where the majority of your target audience is at at baseline.

Using KAP Data to Design MessagingSituation at

Baseline from KAP

Survey

Adopter categories to focus on

Knowledge AttitudeInterpersonal

Communication Behavior Change

Activity Examples

Message Examples

Activity Examples

Message Examples

Activity Examples

Message Examples

Activity Examples

Message Examples

K < 20%or

BC < 3%(Majority in

precontemplation stage)

Innovators & Early Adopters

wCampaign launch events, something big or unusual to capture attentionwHighly visual Pride materials (Billboards)wRadio spots

wK SMART ObjectiveswAwareness knowledge of problem and BR solution


wA SMART ObjectiveswBenefit Exchange with emphasis on benefitsWTake control of your future


wIC SMART ObjectiveswTalk to your friends and family about problem and solutionwTalk to experts to learn how to adopt the BR

wDemonstrations of BR strategywTraining sessionswField visitswCelebrations of first adopterswGive-aways to make new adopters highly visible

wBC SMART ObjectiveswYou can be first to adoptwYou can be leaderwPeople will look up to you

K < 20%or

BC < 3%(Majority in

precontemplation stage)

Innovators & Early Adopters


wK SMART ObjectiveswAwareness knowledge of problem and BR solution


wA SMART ObjectiveswBenefit Exchange with emphasis on benefitswTake Pride in your local environment


wIC SMART ObjectiveswTalk to your friends and family about problem and solutionwTalk to experts to learn how to adopt the BR

wDemonstrations of BR strategywTraining sessionswField visitswCelebrations of first adopterswGive-aways to make new adopters highly visible

wBC SMART ObjectiveswYou can be first to adoptwYou can be leaderwPeople will look up to you

Using KAP Data to Design MessagingSituation at

Baseline from KAP

Survey

Adopter categories to focus on

Knowledge AttitudeInterpersonal

Communication Behavior Change

Activity Examples

Message Examples

Activity Examples

Message Examples

Activity Examples

Message Examples

Activity Examples

Message Examples

21% ≤ K ≤ 40%or

3% ≤ BC ≤15%(Majority in

contemplation stage)

Early adopters & Early Majority

wCampaign launch events, something big or unusual to capture attentionwProvide visual cues to keep it top of mind (posters, billboards)wProvide more detailed information(pamphlets)wRadio spots

wK SMART ObjectiveswAwareness knowledge of BR solutionwBenefit Exchange knowledge

wFestivalswSongswRadio spotswCompetitionswRadio drama

wA SMART ObjectiveswBenefit Exchange with emphasis on benefitswTake Pride in your local environmentwRadio spots

wFestivalswSongswRadio spotswCompetitionswCommunity meetingswInformation sessions with expertswRadio drama

wIC SMART ObjectiveswTalk to your friends and family about problem and solution wTalk to your peers (other fishers/agriculturalists)wTalk to experts to learn how to adopt the BR

wDemonstrations of BR strategywTraining sessionswGet early adopters to serve as role-models or spokespeople for behaviorwCelebrations of new adopterswGive-aways to make new adopters highly visible

wBC SMART Objectives wYou can be leaderwPeople will look up to youwThe benefits really worked for mewTry it, you’ll like it

91% ≤ Kor

84% ≤ BC(Majority in action stage)

Laggards & New Adopters

wProvide visual cues to keep it top of mind (posters, billboards)

wK SMART ObjectiveswThis new behavior is consistent with your culture and society normswAlmost everyone in your community is doing it now

wFestivalswSongswRadio drama

wA SMART ObjectiveswBenefit Exchange with emphasis on benefitswPeople like you have adopted the new behaviorwPeople expect you to do this

wFestivalswSongswCompetitionswCommunity meetingswRadio drama

wIC SMART ObjectiveswTalk to trusted opinion leaderswTalk to people who have tried behavior

wDemonstrations of BR strategy.wGet early adopters to serve as role-models or spokespeoplewCelebrations of new adopters

wBC SMART Objectives wThe benefits really worked for mewTry it, you’ll like itwReinforcement messages for those who have adopted

Using Survey Data to Characterize your Target Audience(s)

• You can use your responses to K, A, IC & BC questions to make an educated assessment of where your TA is along the stages of change.

• Because your survey questions are aligned with your K, A, IC & BC objectives, the baseline results are best indicator of what your messages need to emphasize.

• In no way does survey data replace qualitative data in understanding your target audience!

How to Assign Target Audience to Stages of Change

TA SMART Objective Survey QuestionBaseline

levelUpstream landowner (UL)

K1: To increase the percentage of UL who have heard of PES scheme to increase from 21% to 50%

Q7: Say yes they have heard abut PES in past 6 months 21%

Upstream landowner (UL)

K2: To increase the percent of UL who say the correct amount they can get paid for each hectare they enroll in the PES scheme to increase from 10% to 40%

Q11: Say they can get paid between 100 and 150 Pesos per hectare per year 10%


A1: Percent who say they agree or strongly agree that they can make more money by preserving their forests through PES than by clearing their forests for grazing cattle will increase from 5% to 35%

Q17: Agree/Disagree scale question about relative amount of money they can make from two land uses (PES vs. cattle grazing)

5%


IC1: Percent of UL who report having talked to their neighbors or other farmers about PES will increase from 20% to 60%

Q20: Say yes on question about whether or not they have talked to a farmer or neighbor about PES in past 6 months

20%


IC2: Percent of UL who report having talked to an extension agent about PES will increase from 2% to 25%

Q21: Say yes on question about whether or not they have talked to an extension agent about PES in past 6 months

2%


BC1: Percent of UL who report having signed a PES agreement to not cut their land for 5 years will increase from 1% to 12%

Q25: Say yes on question about whether or not they have signed an ARA agreement in the past 12 months

1%

PES Example

StageBaseline

level Calculation

Percentage at this stage Comment

Action/Maintenance BC = 1% None 0% Because PES not yet implemented, 1% must be false

positives

1. Start at highest stage (Maintenance); work towards Precontemplation.

2. Use Critical thinking skills!

PES Example

StageBaseline

level Calculation



positives.

Validation IC1 = 20%IC2 = 2% 20% - 0% = 20% 20%

I chose to use IC1 because I deemed IC among farmers more important than IC with extension agents who were not active yet.

Calculation: Take the percentage that answer the validation question correctly and subtract out anyone that is at a higher stage

PES Example

StageBaseline

level Calculation



positives.

Validation IC1 = 20%IC2 = 2% 20% - 0% = 20% 20%


Preparation A = 5% 5% - 20% < 0% 0%Although 5% agree with A question, all of these respondents also said they had talked to someone, so were really in validation. Not everyone at validation has a positive attitude.

PES Example

StageBaseline

level Calculation



positives.

Validation IC1 = 20%IC2 = 2% 20% - 0% = 20% 20%



Contemplation K1 = 21%K2 = 10% 21% - 20% = 1% 1%

I deem K1 (awareness) to be more important than K2 (detailed knowledge) because PES is so new, I want to increase awareness first. K2 will be addressed later in campaign with training sessions and demonstrations.

PES Example

StageBaseline

level Calculation



positives.

Validation IC1 = 20%IC2 = 2% 20% - 0% = 20% 20%



Contemplation K1 = 21%K2 = 10% 21% - 20% = 1% 1%

I deem K1 (awareness) to be more important than K2 (detailed knowledge) because PES is so new, I want to increase awareness first.

Precontemplation

K1 = 21%K2 = 10%

100% - 21 % = 79% 79% 79% had no awareness knowledge.

Total 100%

Characterization• My survey questions don’t do a great job of distinguishing between the “action” stage (new adopters) and the

“maintenance” stage (continuous behavior for 6 months or more), so I will just combine these stages.• Although 1% of farmers reported they had signed a PES agreement, these must be false positive responses

because the PES scheme has not yet been implemented. There can’t be anybody in the action or maintenance stages.

• Of the two SMART objectives for knowledge, I feel I need to emphasize K2 (knowledge of payment per hectare) because the payment is the real benefit to farmers and that will capture their attention. Also, by educating about the payment level, I will also raise awareness of the PES scheme (K1) at the same time.

• Clearly most people (79%) are in the precontemplation stage, although the estimates vary moderately depending on which K question I look at. There is also a fairly large group (20%) that has discussed PES with other farmers, and so are in the validation stage.

• I am surprised by the fact that I got a high response of farmers who report talking about PES even though attitudes are still low. Clearly, the work WCP did last year got farmers talking, but may have raised suspicions among farmers that the PES won’t fully compensate them for protecting their land.

• Some basic awareness of the PES scheme already exists because of the work done last year by WCP. Many of the people who have heard of PES though, are no longer in the contemplation stage, but they have started talking about PES with other farmers. However, positive attitudes towards PES are low. I need to focus on improving attitudes. Even though there are few people at the contemplation stage (1%), I need to focus on improving attitudes because many of the people I classified as being at the validation stage actually have negative attitudes towards PES. I also need to focus on increasing awareness of PES because there is a long way to go to get to our SMART objective, which is the level we think we need to get good participation in PES.

Activity 3: Mini-Campaign for Rare Employees (RE)

SMART Objective Survey QuestionBaseline

levelK1: To increase the percentage of RE who know that taking breaks to exercise during work hours improves mental and physical health from X% to Y%

Q: Which of the following activities do you know can improve your mental and physical health during working hours? Check all that apply.

Physical Break = 88%

K2: To increase the percentage of RE who know that taking breaks to exercise during work hours improves efficiency from X% to Y%

Q: What are the ways you know can make you more efficient during work hours? Check all that apply.

Physical Break = 82%

K3: To increase the percentage of RE who know that taking breaks to exercise during work hours increases mental and physical health from X% to Y%

Q: Is there a link between taking short physical breaks during working hours and mental and physical health?

Yes = 96%

K4: To increase the percentage of RE who know that taking breaks to exercise during work is supported by Rare from X% to Y%

Q: Yes or No: Rare encourages taking short physical breaks during working hours Yes = 47%

A1: To increase the percentage of RE who are willing to take breaks to exercise during work from X% to Y%

Q: From a range of 1 to 5 (5 being most willing) how willing are you to take short physical breaks during working hours?

1 = 2%2 = 3%

3 = 12%4 = 21%5 = 62%

IC2: To increase the percentage of RE who have talked to other Rare staff about taking breaks to exercise during working hours from X% to Y%

Q: In the last 6 weeks, has anyone from Rare come to you and talk about taking short physical breaks during working hours

Yes = 31%

BC1: To increase the percentage of RE who take breaks during work hours to exercise from X% to Y%

Q: In the last 6 weeks, on a daily basis how many times did you take short physical breaks within regular working hours in the office? Select the best that describes you.

1/day = 44%Every hour = 4%

2/day = 20%>2/day = 9%Never = 24%

Mini-Campaign Data

StageBaseline

level Calculation


Maintenance BC1 = 20% None 20%

I chose to use only 2/day because that is the behavior Rare wants to promote. (1) anything less is not healthy, (2) anything more cuts into work time. I slightly redefined Maintenance because it didn’t seem right to call people who were doing some activities in validation only.

Action BC1 = 57% 57% - 20% = 37% 37%There were three response options that indicated “action”, but not the right action (1) 1/day, (2) every hour, (3) > 2/day. These people were clearly at action stage

Validation IC1 = 31% 31% - 57% < 0 0% Interestingly, discussion levels are pretty high, but all of these people have moved on to higher stage

Preparation A1 = 62% 62% - 57% = 5% 5%I chose to include only “5, Most Willing” because it seems a high level of motivation would be needed to sustain action.

ContemplationK1 = 88%K2 = 82%K3 = 95%K4 = 47%

47% - 62% < 0 0%I chose to use K4 because (1) it was the only one that was low, and (2) it would seem to be a strong barrier; if people don’t know Rare supports breaks, they would worry about job if they took breaks.

Precontemplation

K1 = 88%K2 = 82%K3 = 95%K4 = 47%

100% - 62% = 38% 38%It appears that over 1/3 of Rare employees are at precontemplation with respect to knowing that Rare supports staff taking 2 breaks/day to exercise.

Total 100%

Audience Characterization• There is a dumbbell distribution, with a lot of staff at Action & Maintenance and a lot at

Precontemplation. With BC of some sort at 57%, I really need to focus on Late Majority and Laggards.

• I would want to know by doing further analysis if there are differences are between Arlington & Regional staff, that might affect placement of my messages.

• Almost everyone understands the health benefits of short exercise breaks, but I need to emphasize the message that Rare supports this practice at 2/day only both for those at Precontemplation and for those at Action (but doing wrong frequency).

• Interestingly, there is almost nobody in middle stages; it seems like if I can get them to understand Rare supports this strategy, the only place they “pool” is at preparation, so I need to emphasize messages to increase willingness to exercise.

• Because the knowledge I need to change has to do with employee work performance and remuneration, the message needs to come “from the Boss”, that is who they will trust that it is “safe” to take breaks to Exercise. I will work with Brett on a communication message to staff, and get all VPs to echo it.

• For the large group at Action/Maintenance, I need to emphasize reinforcement messages to sustain their good behavior.

• There are other serious constraints (time, facilities, don’t like exercise) mentioned in qualitative work that may be just as important to form campaign around that are not in KAP data.

Audience Characterization Review

• Social Networking Activity to learn Diffusion of Innovations

• Participant response to Audience Characterization activity:– Discussions you had?– Problems you had?– Solutions you had?– Questions you still have?

Clarify the application of quantitative vs. qualitative data in the Target Audience Characterization

• Can qualitative data help you make decisions around which of the 4 K questions you should use?

• Can qualitative data help you think about which response options to use in BC and A questions that had multiple responses?

• Can qualitative data help you think about additional quantitative data analyses you should do?

• Did your quantitative data miss something really important that your campaign needs to address?

Follow Up Item #2

• Clarify the role of the Target Audience Characterization vs. Audience Persona.

Audience Persona

A narrative description of your target audience using one member to typify the entire audience

Audience Persona• Age• Education• Gender (split)• Ethnicity • Size of the target audience• Attitudes• Values• Interests• Worries• Current behaviors• What is important to this target audience member? • Benefits of the current behavior • Benefits to trigger the new behavior?• Barriers • Motivational levers for behavior change?

Qualitative Questions to Aid Audience Persona

5. What does your target audience perceive as the benefit(s) in carrying out the new behaviors?

4

4. What does your target audience perceive as the barrier(s) to taking on the new behavior(s)?

3. Are there audiences that have major influence over your target audience (i.e. key influencers)?

1. Why is the target audience carrying out their current behavior(s)?

7. Who does the target audience trust as an information source?

Make recommendations for the process for teaching and coaching CMs on the Target Audience Characterization, given

short timelines for learning the use of the new tables.

• CMs need to understand Diffusion of Innovation and adopter categories.– Activity we did only works with large numbers.

• CMs need to understand Stage of Change:– Prochaska exercise

• Teaching emphasis table’s 2 take-home points:– Messages targeted to K, A, IC, BC to create pathway to change– Emphasis shifts towards BC as you move along the DoI curve

• Teaching message/activity table:– Make sure they understand the suggestions come from the differences among

adopter groups table.• Schedule time with CMs to work through Characterization activity and

with their data 1 on 1.• Try to have the CMs understand the people, not just the numbers.

Working in small groups (2-3)• Use survey results to make some decisions about:– Campaign emphasis across stages.– Discuss which adopter groups have already

adopted; which have not.– Calculate what percentage of your TA (Rare

employees) are at each stage of change.– What stage is the majority of your TA at?– Write a characterization of your TA.– Make a few suggestions about your marketing mix:• What might be good media to use?• What might be good messages to use?

Some questions to start discussion

• If you asked multiple K (or A, or IC) questions, how do you know which one to use in calculations?

• If a question had multiple “correct” responses, how did you handle that?

• If you also asked the single question to assign respondents to stage-of-change, what do you do if you get different assignment to stages than using individual questions? Should you do both methods?

Percentage of Americans with wireless only phones by Age

Social Marketing Theories and Applications

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