Social media and behaviour change
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Transcript of Social media and behaviour change
Page 1 | Social media and behaviour change
Social media and behaviour change: planning and doing
Max St JohnHead of Non-Profit and Public Sector@maxwellinever
Page 2 | Social media and behaviour change
Not me
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Me
Page 4 | Social media and behaviour change
Who I work with
Page 5 | Social media and behaviour change
Social media, blah blah blah
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What am I talking about?
Designing a campaign
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Who’s NixonMcInnes?
You know your target audience but what do you know about their life online?
• Where do they go and what do they do?
• What are their attitudes and language?
• Who do they listen to?
Insight and planning
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Understanding audience hangouts
google.com/adplanner
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Researching attitudes
brandwatch.net
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Finding out who they listen to
google.com (look left!)
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Who’s NixonMcInnes?
• Find where they are and what they do online
• Understand their attitudes and language
• Map their influencers – people they listen to
• Don’t do this in isolation, talk to them too.
• Use all of this to help inform your campaign.
Planning: conclusion
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Who’s NixonMcInnes?
Social media for changing behaviour:
• Case study: Social games / stages of change
• Case study: Online community / social cognitive
• Overview: Social norms and social proof
Changing behaviour
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Stages of change
Pre-contemplation: “I’m unaware I have a problem”
Contemplation – “I need to do something about this”
Preparation – “I know what I’m going to change”
Action – “I’ve recently changed my behaviour”
Maintenance – “I haven’t relapsed”
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Stages of change and social games
bit.ly/thinkpig bit.ly/thinkpig
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Stages of change and social games
Pre-contemplation: “I’m unaware I have a problem”Soft introduction of the issues, through game play.
Contemplation – “I need to do something about this”Educate through community engagement via Facebook page.
Preparation – “I know what I’m going to change”Provide recipes and other take aways to make change easy.
Action – “I’ve recently changed my behaviour”Encourage the audience to self-report through comments.
Maintenance – “I haven’t relapsed”Use long term contact through Facebook to help maintain.
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Social games: evaluation
Pig farming methods are reported on at a national level.
We can’t realistically tie this back to Facebook activity.
Instead we look for indicators that demonstrate success.
• Awareness: exposure to messaging – game plays.
• Contemplation: engagement through page – likes/comments.
• Preparation: uptake of tools – downloads of recipes.
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Social Cognitive
Reciprocal determinism – “What’s telling me to change?”
Behavioural capability – “Am I able to make this change?”
Self-efficacy – “Can I really do this?”
Observational learning – “If they can do it, so can I.”
Reinforcements – “How can I celebrate my achievement?”
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Social cognitive and communities
virginmediapioneers.com
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Social cognitive and communities
Reciprocal determinism – “What’s telling me to change?”Find the right partners, traffic drivers and channels.
Behavioural capability – “Am I able to make this change?”Provide tools, advice training and information.
Self-efficacy – “Can I really do this?”Build confidence through the ability to create new networks.
Observational learning – “If they can do it, so can I.”Promote realistic role models that prove it’s possible.
Reinforcements – “How can I celebrate my achievement?”Use feedback mechanisms to provide encouragement.
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Online communities: evaluation
Core evaluation was Social Return on Investment.
Jobs created, decrease in people claiming benefits etc.
Measured using on/offline qual and quant surveys.
We used social media to measure social capital:
• Community make-up: size and segmentation by behaviour.
• Intensity of use: regularity and depth of engagement.
• Network data: number and strength of connections.
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Time to change and social proof
facebook.com/timetochange
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What is social proof?
“The positive influence created when someone finds out that others are
doing something.”
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Five ‘types’ of social proof
1) Expert social proof – credible experts in the field.
2) Celebrity social proof – celebs your audience identify with.
3) User social proof – individual’s stories of their experience.
4) Wisdom of the crowds social proof – weight of numbers.
5) Wisdom of friends – endorsement of people that are trusted.
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Who’s NixonMcInnes?
• Know your audience in context of their digital lives
• Social games are huge and can be used to educate
• Online communities = multiple levers for change
• Social proof is powerful and an innate part of digital
• Social media isn’t a ‘cheap option’, get the mix right
• Always be engaging (or be invisible)
• Evaluate indicators - don’t measure everything
• The theory still counts but we’re all still learning
Rounding up
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Any questions?
I like feedback – find me at:
twitter.com/maxwellinever
uk.linkedin.com/in/maxstjohn
All links here: bit.ly/charitycommslinks