So… WTF is social marketing?
Max St John – April 2010
def.
“The systematic application of marketing, alongside other concepts and techniques to
achieve specific behavioural goals, for a social good”
or (better)...
“Consumer behaviour is our bottom line”
starting point
identifying behavioural challenges
developing behavioural interventions
the roots
social policy marketing
_social sciences
_social reform
_social campaigning
_commercial
_public sector
Allied with: behavioural economics, health promotion, publichealth, behavioural psychology, environmental advocacy.
social marketing via the core concept of marketing
three factors
to create a socially just and fairer society
set of tools or technologies
why it matters: joyless growth
why it matters: an unequal society
core principles: focus on behaviour
typically want people to do one of four things:
_accept a new behaviour
_reject an undesirable behaviour
_modify and existing behaviour
_abandon an old, undesirable behaviour
core principles: people first mindset
systematic audience understanding
beneficiary is the individual, group or society: not us.
in-depth understanding of audience: deep truths
principle elements
_Customer or consumer orientation
_Behaviour and behavioural goals
_'Intervention mix' and 'marketing mix’
_Audience segmentation
_‘Exchange’
_‘Competition’
Demographic
male
born 1948
British
2nd marriage
affluent
well known family
Where demographics fail
the individual in a wider context
Individual
Friends and family
Communities and neighborhoods
Wider society
Global context
Directly influence
Indirectly influence
what is behaviour?
Not a single action
But ‘a series of actions over time’
Behaviour is ‘inherently dynamic’.
The result of conscious decisions but often driven by learned patterns or unconscious decisions
Variation and inconsistency is common
behavioural models
Pre-Pre-ContemplationContemplation
MaintenanceMaintenance ContemplationContemplation
ActionAction PreparationPreparation
TerminationTermination
ways of influencing behaviour
Communicate Remind Trigger
Teach Engage Inspire Skill
Service Provide Assist
Alter environment EngineerChange context
Regulate Legislate Monitor Police
Make aware
Model
Inform
Educate
Support
Design
Control
Some examples
behavioural economics
“Decision making under uncertainty.”
the difference
standard economic model behavioural economics
_rational
_governed by selfishness
_treat all assets as fungible
_motivated by expected utility maximisation
_consistent time preferences according to discounted utility
_ ?
economics meets psychology
why we behave the way we do
how we make choices
why we shop and buy things the way we do
how choices affect markets
how to influence choices
two kinds of behaviour
reflective automatic/limbic
_thinking
_rational
_self aware
_”turbulence is fine”
_deductive
_mr spock
_emotional
_intuitive
_unconcious
_”we’re all gonna die”
_associative
_homer simpson
behavioural economics
heuristics
prospect theory
anchors
loss aversion / the endowment effect
etc
