Social Marketing-SM PowerPoint Presentation

Slide 1 -

Social Marketing : An Introduction Sara Ackerman, MPH, PhD

Slide 2 -

What is Social Marketing? The use of concepts and strategies from commercial marketing to influence individual and social practices, with a goal of improved human or environmental health

Slide 3 -

How does social marketing differ from commercial marketing? similar strategies: both sell products, ideas, practices different goals: profit vs. health or well being

Slide 4 -

Social marketing is not the same as social media marketing!

Slide 5 -

“Social marketing critically examines commercial marketing so as to learn from its successes and curb its excesses.”

Slide 6 -

www.adbusters.org

Slide 7 -

Dominant behavior change communications campaigns aim to: PROTECT WARN

Slide 8 -

PROTECT WARN

Slide 9 -

Beyond warn and protect…

Slide 10 -

…integrating interests of the audience with those of the sponsor… photo credit: www.adpunch.org

Slide 11 -

Social marketing can be used to influence: individual behaviors social processes and norms policies institutional practices image credit: http://culturegenderhealth.blogspot.com/

Slide 12 -

Social marketing draws on methods and theories from: Anthropology Behavioral economics Design Persuasive technology research Public health Social psychology

Slide 13 -

Social marketing strategies are used to: Develop communication campaigns AND… Design educational materials Improve services Re-design structural/environmental conditions

Slide 14 -

Some health topics that have been addressed by social marketing:

Slide 15 -

Why might social marketing be more difficult than commercial marketing?

Slide 16 -

You’re trying to influence people to do things they are uncomfortable with, don’t want to do, or can’t do

Slide 17 -

social marketing principles and methods

Slide 18 -

focus on audience Do you really know what’s best for your audience? Start by engaging and understanding your audience photo credit: Ian Webster

Slide 19 -

audience insight formative research process and outcome evaluation using “participant observation” and other qualitative methods

Slide 20 -

audience segmentation one size fits all solution rarely works for complex behaviors “psychographics”: values interests activities opinions geographic location

Slide 21 -

your audience/ target may be: people whom you want to do something different enablers barriers

Slide 22 -

how are audience segments chosen? persuadable? size and potential impact need influence on primary audience accessibility resources needed to reach audience equity/social justice considerations

Slide 23 -

exchange what I need for target audience vs. what they desire, care about, aspire to

Slide 24 -

exchange image credit: http://bit.ly/nvfY0Z

Slide 25 -

ppt slide no 25 content not found

Slide 26 -

questioning the “rational man” theory of exchange Image credit: Fairfax County, Virginia: http://www.fairfaxcounty.gov/hd/flu/

Slide 27 -

“Marketing Mix”/4Ps PRODUCT and its presumed benefit PRICE, or what audience has to do to obtain product PLACE, or how product reaches audience PROMOTION, or strategy to create and sustain demand for product

Slide 28 -

4Ps + PUBLICS PARTNERSHIP POLICY PURSE STRINGS POLITICS

Slide 29 -

Critique of 4Ps Checklist? The 4Ps are not behavior change tools What about barriers/benefits?

Slide 30 -

Alternatives to 4Ps Community-Based Social Marketing: behavior change via addressing barriers less focus on attitudes & beliefs http://www.cbsm.com/public/world.lasso

Slide 31 -

Total Process Planning Model image and content credit: UK Alcohol Learning Centre

Slide 32 -

SCOPE DEVELOP Identify and consult with stakeholders Conduct preliminary research Learn about your audience using qualitative methods Segment your audience Decide on research methods Develop evaluation procedures Look at current services Involve stakeholders Look at similar or competing programs – how will they reinforce or undermine your project? Use theory appropriate to problem and audience Develop barrier and exchange model Test your project

Slide 33 -

IMPLEMENT EVALUATE Use a range of strategies and tailor campaign to audience segments Conduct process evaluation to determine if program is being implemented as planned and how people are responding Continue working with stakeholders PROCESS and OUTCOME equally important. Process evaluation: insight into deviations from plan; understand what produced observed outcomes Outcome evaluation: did you reach target audience; did desired outcome occur?

Slide 34 -

FOLLOW-UP Share/disseminate best practices Continue to track outcomes and assess sustainability of target behavior

Slide 35 -

theories/explanatory models used in social marketing individual social/relational Social Cognitive Theory Health Belief Model Stages of Change Diffusion of Innovations social theory: citizenship, subjectivity, embodiment, social/symbolic capital, power, historical context social network analysis coalition/collaboration (PAR) social justice, environmental justice

Slide 36 -

critiques of social marketing individual social, economic, environmental, institutional context

Slide 37 -

Historical changes in smoking practices in U.S.

Slide 38 -

SM relies too heavily on psychological behavior change theories “One principle that distinguishes the best social marketers is an unrelenting understanding, empathy and advocacy of the perspective of our priority population or community that is not slanted by what the theory or research evidence does or does not tell us.” - Craig Lefebvre

Slide 39 -

Health behaviors are “wicked problems”! Effective change programs do not ONLY communicate persuasive messages. They also try to modify the context using multi-faceted strategies. photo credit: NY Times, Dec.13, 2009

Slide 40 -

Another example of redesigning the environment to promote behavior change

Slide 41 -

Unintended consequences of social marketing: Australia’s Slip Slop Slap campaign to prevent skin cancer

Slide 42 -

Case Study: Cleanyourhands campaign UK National Social Marketing Center (NSMC) Social marketing strategies Scale

Slide 43 -

NSMC hand hygiene project in a Scottish hospital hand hygiene compliance high, but hospital acquired infections increasing running out of new ways to “sell” hand hygiene carrot not stick – need to persuade people that it’s in their interests to comply Project: tailored interventions “clean leaders”

Slide 44 -

NSMC hand hygiene project in a Scottish hospital WHO 5 moments depiction: great in principle but not in practice

Slide 45 -

alternative representation of 5 moments:

Slide 46 -

gel: myths and dispensers can patients remind staff to clean hands? clean zones image and content credit: UK National Social Marketing Centre

Slide 47 -

Case Study #2: Copenhagen cycling campaign Goal: increase commuting by bicycle to: - reduce pollution and congestion - improve public health Strategy: - foster and spread “bicycle culture” - change infrastructure to reduce barriers to cycling photo and content credit: City of Copenhagen Technical and Environmental Administration

Slide 48 -

infrastructure

Slide 49 -

bicycle culture http://www.copenhagencyclechic.com/

Slide 50 -

outcomes 2010: 37% of people in greater Copenhagen commuted by bike planners’ goal: 50% by 2015 public satisfaction with cycling 1995: 17% 2004: 83% 2010: 94% survey: why do you cycle? 55% it’s faster 33% it’s more convenient 32% it’s healthy 29% it’s cheap

Slide 51 -

Thank you! photo credit: William Couch