Social Marketing

A workshop for Education & Training

Agenda

• What is social marketing?

• Spot the difference!

• 5 key concepts

• Summary

Agenda

• What is social marketing?

• Spot the difference!

• 5 key concepts

• Summary

It can help us meet our goals

more effectively...

more cheaply...

and without intrusive

regulations

The Times

”

“

George Osborne

The Guardian

What is Social Marketing?

70’s

80’s 90’s

00’s

Commercial marketing

AIDA

• Attention

• Interest

• Desire

• Action

But what we do is different…

• Lifestyle changes

• Personal benefits aren’t

always so clear

• People aren’t that rational – Social norms

– Habit

– Mental short-cuts (heuristics)

Social norms

Habits

Heuristics

Agenda

• What is social marketing?

• Spot the difference!

• 5 key concepts

• Summary

• Aimed at everyone

• Focused on the

product

• What’s it asking

me to do?

• Targeted at 18-34

working women

• Focused on the

customer benefit

• Clear call to

action

Agenda

• What is social marketing?

• Spot the difference!

• 5 key concepts

• Summary

1) Segmentation

There’s a tendency to try to focus on everybody.

You can’t.

Please don’t try.

Demographic

Behavioural Attitudinal

Geographic

Age

Gender

Family size

Income

Occupation

City or borough

Postcode

Urban / rural

User status – non-user, ex-user, potential

Usage rate or occasions

Loyalty status

Readiness stage

Motivations

Personality

Values

Beliefs

Lifestyle

Education

Religion

Race

Generation

Nationality

How do you segment?

24

Environmentally Aware

Income

40

60

80

100

120

140

160

“Rupert & Penelope”

2) Insight

A deep truth about the citizen based on

their behaviour, experience, beliefs, needs

or desires, that is relevant to the task or

issue and rings bells with targeted people ”

“

Sir David Varney

Truth campaign

Traditional messages

Life expectancy, illness

& disease

Cost, disposable

income

Teen insights

Living in ‘the now’

Self-perception as ‘an adult’

not ‘a child’

Distrust of authority;

rebellion

3) Behavioural goals

Your campaign should focus on changing

actual behaviour.

Not just raising awareness or changing attitudes.

4) Methods mix

Use a mix of interventions to achieve your goals.

4) Methods mix

5) Evaluation

Awareness

Understanding

Behaviour (claimed or actual)

Attitudes

from 12% to 61%

from 54% to 69%

“very likely” to join:

from 2% to 4%

Membership from 654 to 2,158

Agenda

• What is social marketing?

• Spot the difference!

• 5 key concepts

• Summary

38

Don’t die before you’ve lived

• Segmentation: 11-15yr, weighted BAME, boys and girls

• Insight: Most teens aspire to a dream; death seems a

long way off. Linking carelessness on the road with

shattered dreams strikes a chord

• Behavioural goal: Reduce the number of Teens killed or

seriously injured on London’s roads by 40%

• Methods mix: Advertising, partnerships with Bebo /

Channel 4, work in schools etc

• Evaluation: Proved effective with “medium risk” teens;

“high risk” teens tend to ignore any road safety messages

Further reading

• National Social Marketing Centre’s Big Pocket Guide to Social Marketing:

http://www.thensmc.com/sites/default/files/Big_pocket_guide_2011.pdf

And finally…

A small group of thoughtful people

could change the world.

Indeed, it’s the only thing that ever has.

US anthropologist Margaret Mead

”

“