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Professor Jeff French
I believe in evidence based presentations!
Working together - better for less 25th -28th May The Rose Bowl - Leeds Metropolitan University
The views expressed in this presentation are purely my own and those of all right thinking people everywhere. I may start to rant because I passionately believe that Social Marketing can do a tremendous amount of good in the world. These thought have been put together over many years and should only be engaged with by citizens and professionals who are prepared to take a critical look at what they are doing. Those seeking to replicate these ideas and recommended actions at home do so at their own risk.
Which shape and colour best represents the way you operate at work ?
We face massive behavioural challenges that can only be tackled by: Using insight that to create value for people & Systemic delivery through a planned Social Marketing approach across civic society
Our job is to not only apply science and evidence driven social marketing but to also market social marketing to non marketers
The discipline of social marketing
The nicest thing about not planning is that failure comes as a complete surprise rather than being preceded by a period of worry and depression."
Sir John Harvey-Jones (1924 - 2008)
What SM can deliver
Ensure that every £ is spent where it can have the most effect Save you money by reducing and redirecting funding Provide a clear line of connection between investment and outcome
We can t afford the waste of not learning and reinvention
Growing user , citizen power and the need for citizen driven solutions. Big demand for effective and efficient ways to tackle behavioural changes. New technology, methodologies and evidence that enable more user driven solutions and customisation.
The big societal challenges
alcohol climate change physical activity recycling theft violence
inequality obesity poverty pollution HIV / Aids smoking drug use sexual health
Put your hands up generation LX
you are the Charmed Generation Typically, people born between1950 and 1970
Highest disposable income Huge and growing Capital worth More technologically advanced than people think Increasingly disability-free and healthy life expectancy Buy over half of luxury goods Women spend 20% more on clothes than younger counterparts
You want it how you want it
Strategic Social Marketing Ltd
Citizens want to be listened to and engaged
Gener lly tr sted t tell t e tr t ?
Responsive pubic services?
MORI survey in 2005 following words best described public service,
Highest ranked wordsr:
Bureaucratic Infuriating Faceless Hardworking Unresponsive Unaccountable.
The lowest ranked words:
Friendly, Efficient Honest Open.
What made it work was that it was driven by the audience and centred on them interacting with the activities set up
Over 1,000 unique users visite the webpage (out of
around 3,000 employees).
7% more customers are happy 4% rise in the number who think the council is helpful.
How it feels the fatal conceit
They don t
The State and Experts know best
Jeff, Welcome to Your Amazon.com (If you're not Jeff French, click here.)
It s not about telling and selling. It s about bringing a relationship mind set to everything we do
Jim Stengel Global Marketing Chief Proctor & Gambel
Why demography is not enough
demographic male born 1948 British 2nd marriage affluent well known family
Insight is the key
What causes binge drinking ? You only have to look at the price list
Supply Side logic
Binge drinkers consider it their right, It s a release for the working class to forget their lives
Socio political logic
Insight is the key
Its very important to get drunk. I m spending money and I want to get drunk, and if I don t its just a waste of money!
Quoted in Alcohol Harm Reduction Strategy for England Cabinet Office 2004
Personal contextual logic
Strategic Social Marketing Ltd
The new driver: Citizen Perceived Value The challenge for great communication The legitimacy and necessity of action on:
± Knowledge ± Attitude ± Beliefs
How many sociologists does it take to change a light bulb ? What do you get when you cross an economist with a psychologist and a member of the mafia?
Valuing different sources of learning
criminology AND MANY MORE
If you can get them asking the wrong question the answers don t matter
Wrong question: How about a new initiative?
the futility of isolated initiatives.
Wrong question: How do we tell people what to do?
Strategic Social Marketing Ltd
Cut back on waste Check on neighbour Report crime Avoid sugary foods & drinks Don¶t drive using mobile phone Don¶t smoke Use helpline Don¶t start fires Safer sex Use a condom Go for a check-up Limit water use Don¶t litter Use smoking cessation service Volunteer Complete tax forms Reuse bags Don¶t bully & threaten others Don¶t carry knives Don¶t speed in cars Drink sensibly Don¶t idle the car Cut down on calories Don¶t steal Postpone 1st sexual activity Exercise Use public transport Cut-down on red meat Don¶t drink & drive Vote Don¶t smoke while pregnant Get immunised Don¶t graffiti
Conserve energy Register to vote Don¶t drug drive Cut back on fatty foods Recycle Don¶t falsely claim benefits Don¶t vandalise Go to screening service Don¶t binge drink Don¶t smoke in public places Eat 5-a-day fruit & veg
Sometimes creative insight driven communication does work by itself
The Right Question
How can I create systems, environments, products and services that will help people change and communicate this is a way that they will understand and respond to?
de-CIDES behaviour framework©
(Improving lives together. Prof Jeff French Clive Blair-Stevens Harnessing the best behavioural interventionand social marketing approaches)Westminster City Council. 2010)
5 primary intervention domains
Be Active , Birmingham City Council & PCT
(1.3.10) 37,500 new members 175 Lives saved each year 1600 cases of hypertension discovered
Improved social cohesion 70 per cent participants from minority ethnic communities
Inform Design Educate Support
Inform Educate Support Design ontrol
The 5 influencing domains Control Inform Design Educate Support
Penalty Legislate Monitor Police
All forms of Communicate Remind Make aware Trigger intervention need Alter environment System change communications support
Teach Engage Inspire Engineer
Build skills Incentive Provide
Service change Assist
The rational exchange (Is most often internal)
Psychological cost Social cost Financial cost Physical cost Time cost Psychological benefit Social benefit Financial benefit Physical benefit Time benefit
Incentives to reduce or increase
However ...... We know we are seldom fully rationale in the economic and scientific sense
The Challenge of Behavioural Economics Homer v Spock Mid brain v Prefrontal Cortex
Nudges are not enough
We also need :
± ± ± ± ± ± ± ± ± ± ± ±
Policy and political science Communications Biological science Environmental management Advertising New media Management science Community Development Health promotion Health Education Design Etc:
The key is using social marketing to add value to these other fields of understanding and action.
The value/cost exchange matrix© Active Decision
Conscious / Considered eg: eg:
Financial reward for not smoking
Penalty fine for littering
Savings default scheme
Road bump to reduce car speed
Automatic / Unconscious
The value/cost exchange matrix 2010©
E.G.: Financial reward for not smoking
E.G.: Penalty fine for littering
Reward E.G. : Savings default scheme
All forms of intervention need communications support
Punishment E.G.: Road bump to deduce car speed
I can see that look!
OK OK, how do we embed Social Marketing across our work?
The courage to Speak truth to power
(Professor Peter Hennessy of Queen Mary College London
The courage of power to accept the truth, and insist on:
1. Clear Aims and behavioural goals 2. Evidence and data driven interventions. 3. Connections with organisational strategy 4. Clear evaluation metrics + VFM and ROSMI
Social Marketing Strategic Planning
Evidence Insight & recommendations
Planning and Analysis
Social Marketing plans
Org Goals & Resources
From hand made to mass production
More plug and play interventions Protocols Insight packs Standards Evaluation tools Audit
Now a bit Italian
(Creative Flair, Passion and Style)
(Technocratic & Systematic)
(Thought leaders and Pragmatists)
When it gets tough, remember:
Social marketing is a philosophy as well as process. It is a deeply respectful, democratic and empowering way to work. Be a reflective practitioner (Worry, learn and share)
Dates for your diary th - 12th 11 April 2011
Professor Jeff French PhD, MBA, MSc, Dip HE, BA, Cert.Ed Strategic Social Marketing Ltd Registered Company No : 6963216 www.strategic-social-marketing.org Attabara, Conford , Hants, GU307QW