NOSP FORUM. 28 TH APRIL 2010. Social marketing campaigns - the role of advertising companies. What is Social Marketing?. Social marketing is increasingly being used to achieve and sustain behaviour goals on a range of social issues. . What are its key features?.
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28TH APRIL 2010
Social marketing campaigns - the role of advertising companies
Social marketing is increasingly being used to achieve and sustain behaviour goals on a range of social issues.
To start or adopt a new behaviour
To stop doing something damaging
To prevent the adoption of negative or harmful behaviour
To change or modify existing behaviour
BUT THE MARKETING/COMMUNICATION
WORLD BEGAN TO MUTATE !
We are living in THE SOCIAL AGE and brand communication must recognise:
“ the necessity to adapt to the rapidly
changing “social” consumer”
Connecting online, people
CONTRIBUTE, CREATE, COLLABORATE
as never before
HOW DO WE CRASH THE CONSUMER CONTROLLED PARTY
There has been a seismic shift in the way media is now consumed.
People mix, blend, surf channels and create their own because their relationship with media is now active and not passive as it used to be.
People are no longer linear consumers of media.
Old boundaries have collapsed and communication is now seamless - convergence rules
Watch movies and TV
Listen to music
Send & receive photos and video
Browse the Internet
Browse the Internet
Listen to Music
Talk to friends
This new digitally converged world has created two scarce inter-related commodities :
Relentless communication onslaught makes it harder than ever to get and keep people’s attention.
Communication that cannot rise above the clutter will fail.
Passive mass communication techniques must give way to placing more emphasis on downstream experiential/interactive activities that empower people to tailor the brand experience to suit their own distinctive needs.
In future :
advertisers will have to earn people’s
attention rather than pay media owners
to earn people’s attention they will
have to provide people with information and
content that fit people’s individual agendas,
rather than their own.
they must deliver their brand promise through
an interactive experience
In the future it will be :
- pull rather than push
- pro-active rather than passive
- participation rather than
- people as media not just
Personal stuff, human stuff not marketing stuff.
People engage in communication when it provides something useful, being entertaining, provoking thoughts, reinforcing ego and status, making the person feel more clever or better about themselves – i.e. treating them as people not consumers, targets, users and segments.
Branding, clarity, message take-out do not correlate with engagement.
The existing media neutral model assumes that the brand is founded on one simple, single-minded communication idea that is applied in a linear fashion across different communication channels.
In the new world of convergence a non-linear communication model is more appropriate where a matrix of different channels is used to communicate unique, self-contained brand messages that together build into a bigger more complex brand narrative/ideal.
Welcome to the world of the polyphonic brand – it is fluid, dynamic and above all multi-dimensional.
“ There is a big difference between asking someone
to move their arm a little to the right in a supermarket and asking them to give up
It provides a better understanding for what drives actual behaviour and can, therefore, help contextualise what is most persuasive and engaging for people.
We are more eager to avoid a loss than bank a gain.
The power of channel preference and interface e.g. the immediacy of text for young people.
More successful when you promise to do one thing well.
Price demanded of something can make us value it more. Context determines value.
This concerns itself with the process as to how people gather information and how absolute value can be crowded out by other influences. In other words why we choose to buy a product in one set of circumstances but not in another.
It is imperative to select the most efficient and effective communication channels based on an in-depth understanding of behaviour and its influences.
People look to those around them to guide their behaviour and help them through change.
The internet creates powerful new opportunities for communicators.
“Earned” communication opportunities, including blogs and user-generated content, can be effective ways to achieve social proof and peer group support.
“Owned” communications like call centres offer valuable opportunities for providing face to face support and personal encouragement that is such an important part of the behaviour change process.
“Paid for media” channels are still important for information and persuasion
Within the ecology of influences on human behaviour we need to develop communication programmes that seed, start or simply nudge a wider narrative amongst our audiences.
This may mean we have to shift away from discrete campaigns and embrace multiple messaging and propositions that stimulate on-going relationships with those we need to engage, for sustained and successful behaviour change.
(1) Use market research to identify behaviours
(2) Understand the influences and influencers
(3) Develop segmented behavioural insights
(4) Develop communication objectives and implementation brief.
(5) Establish success metrics and “count the beans”
low level measurement
high level measurement
Qualitative research – audience
reaction, insights, perceptions
Analysis of editorial media coverage
Analysis of reach / ratings as per media plan
Campaign tracking – quantitative research tracking recall, impact, understanding, call-to-action
Audience engagement – calls to information line, SMS, website hits, requests for information
effectiveness of campaigns requires explicit agreement on the campaign aim and objectives i.e. is it to change attitudes or is it to get people to do something or to stop doing something?
Best Practice in Campaign Evaluation
Best practice for major public information, public awareness or social marketing campaigns is to conduct pre and post campaign quantitative research.
the pre and post campaign research is conducted with an independent market research company via omnibus (i.e. included on a questionnaire along with many other topics and usually conducted face to face). Omnibus research is deliberately nationally representative i.e. it is based on quotas derived from CSO statistics. Basically, a series of questions are asked before the campaign and the exact same questions are asked after the campaign.
this type of research usually involves focus groups and facilitated discussion. This research is most useful to garner insights such as perceptions and barriers and plays a primary role in the early stage development of campaigns.
International guidelines recommend that between 6 -10% of a campaign budget is dedicated to research both to inform and evaluate the campaign.
Why is this brief here
What do we want people to do as a result of this
How do we expect the communication to work in achieving this.
Who are we trying to influence
What are we trying to convey.
What will help people know this.
What will help people feel this.