social media and behaviour change

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Page 1 | Social media and behaviour change Social media and behaviour change: planning and doing Max St John Head of Non-Profit and Public Sector @maxwellinever

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Social media and behaviour change: planning and intervention takes a look at the some of the theory and practice of researching and implementing behaviour change campaigns using social media. Part one is about practical, low cost ways to understand your audience and their behaviour online, and part two looks at case studies in using online communities to support behaviour change, delving a little into how you might apply social marketing theory to a social media campaign.

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Page 1: 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

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Page 2 | Social media and behaviour change

Not me

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Page 3 | Social media and behaviour change

Me

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Who I work with

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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:

[email protected]

twitter.com/maxwellinever

uk.linkedin.com/in/maxstjohn

All links here: bit.ly/charitycommslinks