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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

what is social marketing
What is Social Marketing?

Social marketing is increasingly being used to achieve and sustain behaviour goals on a range of social issues.

the ultimate goal behavioural change
The Ultimate Goal – Behavioural Change
  • The ultimate effectiveness and success of social marketing rests on whether it is possible to demonstrate direct impact on behaviour.
  • It is this feature that sets it apart from other communication or awareness raising approaches, where the main focus is on highlighting information and helping people to understand it.
the dynamics of behavioural communication
The dynamics of behavioural communication

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



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


as never before

media consumption
Media Consumption

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


communication channels and formats have exploded
Communication Channels And Formats Have Exploded


Digital Video


Digital Imaging


Watch movies and TV

Managing money

Listen to music

PC Broadband


Play games

Send & receive photos and video

Download songs

Browse the Internet

Online shopping


Chattingwith Friends

Fantasy sports

Digital Imaging


Shoot photos

and video

Download songs

Watch videos

Digital Video

Play games


Fantasy Sports


Fantasy Sports

Browse the Internet



Listen to Music



At Work

Talk to friends


Mobile Electronics

Managing money


PC Broadband


Trading Stocks

Trading Stocks


Digital Stream


Mobile Electronics


the fall out from this new landscape
The Fall Out From This New Landscape

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.

grabbing attention
Grabbing Attention

In future :

advertisers will have to earn people’s

attention rather than pay media owners

for it.

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

creating engagement
Creating Engagement

In the future it will be :

- pull rather than push

- pro-active rather than passive

- participation rather than


- people as media not just


what drives engagement
What Drives Engagement

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.

challenging the myth of brand simplicity
Challenging The Myth Of Brand Simplicity

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.

the increasing importance of behavioural economics in the communication process
The increasing importance of behavioural economics in the communication process

“ 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


Rory Sutherland

the increasing importance of behavioural economics in the communication process19
The increasing importance of behavioural economics in the communication process

It provides a better understanding for what drives actual behaviour and can, therefore, help contextualise what is most persuasive and engaging for people.

factors that influence behaviour
Factors that influence behaviour

The messenger



Emotional association


communication triggers
Communication “triggers”

Loss aversion

We are more eager to avoid a loss than bank a gain.

Communication context

The power of channel preference and interface e.g. the immediacy of text for young people.

Goal dilution

More successful when you promise to do one thing well.

communication triggers22
Communication “triggers”

Price perception

Price demanded of something can make us value it more. Context determines value.

Choice architecture

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.

communication channels
Communication channels

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.

communication channels24
Communication channels

“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

communication channels25
Communication channels

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.

developing interventions a 5step communication process
Developing interventions - a 5step communication process

(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”

social marketing campaign effectiveness measurement and evaluation
Social marketing campaign effectiveness – measurement and evaluation

low level measurement

high level measurement

Short Term

Long Term

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






audit or







Changes in





Measuring the

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.

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.


- Quantitative research is also used for ‘standard’ campaign tracking. This seeks to measure ‘recall’ – how many people recalled seeing the ad (N.B. this is usually less than the actual number who will have seen it based on analysis of the media research); did they understand it; are they likely to be influenced by the ad.

    • Most major research companies compare these results with their ‘normative’ levels. They derive a normative based on an analysis of all campaign evaluations conducted.
Qualitative Research

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.

Research Guidelines

International guidelines recommend that between 6 -10% of a campaign budget is dedicated to research both to inform and evaluate the campaign.

the do brief components
The Do Brief - components

The task

Success criteria

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.