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Social Marketing: The Art and Science of Behavior Change

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Social Marketing: The Art and Science of Behavior Change Northland Bioneers Conference October 20, 2006 The Watson Group Marketing Communications The Watson Group ... – PowerPoint PPT presentation

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Title: Social Marketing: The Art and Science of Behavior Change


1
Social Marketing The Art and Science of
Behavior Change
  • Northland Bioneers
  • Conference
  • October 20, 2006

2
The Watson Group Marketing Communications
  • The Watson Group works with organizations that
    seek to change health behavior and prevent
    violence. We use marketing to persuade people to
    voluntarily adopt behaviors that improve health
    or benefit society.

3
The Watson Group Marketing Communications
  • In the spirit of the Northland Bioneers
    Conference, which is a zero-waste event, I have
    no handouts for you today.
  • Were going low-techjust you and me and a
    whiteboard.

4
Social Marketing Defined
  • Show of hands. Marketing and advertising Evil
    or good? Okay, well I know where I stand now.
    Today Im going to show you how to use marketing
    for good.
  • Im going to introduce you to social marketing.

5
Social Marketing Defined
  • Using marketing principles to influence human
    behavior in order to improve health or benefit
    society. (Turning Point Social Marketing National
    Excellence Collaborative)
  • It is persuading people to voluntarily change
    their behavior, usually health or environmental
    behaviors, or violence prevention.

6
Social Marketing Defined
  • Social Marketing Is Not
  • Just advertisingor marketing for nonprofits or a
    cause
  • A clever slogan and a logo on a sport bottle or
    canvas bag
  • Reaching everyone through a media blitz
  • An image campaign
  • Done in a vacuumyou have to know your audience
  • A quick processscientific and research-based

7
Social Marketing Defined
  • Social Marketing Is
  • A behavior change strategy
  • Targeted to those who have a reason to care and
    who are ready for change
  • Strategic
  • Makes efficient use of resources

8
Social Marketing Defined
  • In social marketing, awareness is not enough.
    The goal is to change behavior, to move the
    needle, to make a meaningful difference in
    peoples lives.
  • Example Target Market campaign

9
Continuum of Ways to Change Behavior
Entrenched/ No Desire to Change Law

Unaware/ Considering Change/ Maintaining
Behavior Education
Aware/ Not Considering Change Social
Marketing Voluntary Behavior Change How?
10
Key Concept Know Your Audience
  • You conduct audience research
  • Put them at the center of decisions
  • Understand that you are (usually) not the target
    audience
  • Test your assumptions

11
Key Concept Exchange
  • You give me X, I give you Y. You give me a
    mercury thermometer, I give you a free
    non-mercury thermometer
  • Research helps us understand how to make that
    attractive
  • Change what we are offering to make the exchange
    work
  • You give me your toxic mercury thermometer at any
    Cub Foods on any Saturday in November and Ill
    give you a free replacement thermometer that will
    keep your family safer.

12
Key Concept Exchange
  • Increase or highlight the benefits
  • Decrease or de-emphasize the barriers

13
Key Concept Competition
  • Target audience can go somewhere else or do
    something else or maintain current behavior
  • Example childhood obesity prevention project in
    NC, research told us the Competition was Whining
    and hollering
  • Modify program, delivery, service provider or the
    product or message to make the competing behavior
    less attractive, less available, or more costly

14
Social Marketing Process
  • Define the social or health or environmental
    problem
  • Identify who must act to change the problem

15
Social Marketing Process
  • Conduct market research
  • Do surveys, interviews, and/or focus groups to
    find out what makes it easier (benefits) or
    harder (barriers) for the target audience to do
    the desired behavior
  • Ask about wants, hopes, fears, knowledge,
    attitudes, behavior, perceived risk, messengers
    and gatekeepers

16
Social Marketing Process
  • What is the difference between the people who are
    doing what you want, and the people who arent?
  • Put aside your assumptions, listen carefully.
  • Use what you learn to form ideas for your social
    marketing campaign

17
Develop Program or Campaign
  • Apply marketing principles Four Ps/Marketing
    Mix
  • Product
  • Price
  • Place
  • Promotion
  • Plus Policy
  • Pre-test all products, services and messages

18
Product
  • Behavior, service, product being exchanged with
    the target audience for a price and benefit
  • Behavior, service, product must compete
    successfully against the benefit of the current
    behavior

19
Price
  • Cost to the target audience of changing behavior
  • Can be financial, or more often related to other
    costs
  • time
  • effort
  • lifestyle
  • psychological cost

20
Place
  • Channels through which products or programs are
    available (access)
  • Move programs or products to places that the
    audience frequents, in order to ease access

21
Promotion
  • Communicating to the audience about
    product/program, price, and place variables
  • advertising
  • media relations
  • Events/entertainment
  • Web
  • personal selling
  • direct mail

22
Policy
  • Encourage and leverage policies/rules that
    influence voluntary behavior change
  • Consider and compensate for policies that
    discourage voluntary behavior change
  • Avoid policies that punish bad behaviors

23
Launch Your Program or Campaign
  • Create, deliver and monitor your program
  • Evaluate results
  • Did you reach target audience?
  • Did program have an impact?
  • Did desired outcome occur, why/why not?
  • Course correct your program if needed

24
Workshop
  • Target behavior Reduce trips by car by
    increasing carpooling
  • Target audience People who value sustainability
    and the environmentpeople like you.
  • Incentives
  • Preferred parking
  • Commuter book clubs
  • Coffee coupons

25
Think Like a Marketer
  • Think behavior change
  • Know your audience
  • Think benefits and costs and exchange
  • When/where in right frame of mind?
  • When/where is right place and time?

26
Please contact me with questions or for resources
  • Danie Watson
  • The Watson Group
  • 339 Barry Ave. S.
  • Wayzata, MN 55391
  • 952-404-1314
  • dwatson_at_millcomm.com
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