Social marketing campaign effectiveness

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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?
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

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”

                               FORRESTER RESEARCH
    Connecting online, people
CONTRIBUTE, CREATE, COLLABORATE
    as never before
HOW DO WE CRASH THE CONSUMER
CONTROLLED PARTY
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
                                      however…
  Communication Channels And Formats Have
                      Home
  Exploded
                                                                   Digital
                                                                   Video               Gaming
                                           Digital
                                                                                                         Audio
                                           Imaging
                                                                Watch movies and TV
                                                          Managing money       Listen to music
                                                                                                                  PC Broadband
                           iTV                       Play games
                                                                    Send & receive photos and video
                                           Browse the Internet       Online shopping      Download songs
                                                                                                E-mail
                                                   Chatting
                                                 with Friends                             Fantasy sports
             Digital
             Imaging
                                 Shoot photos                                                                             Audio
                                                                                                     Download songs
                                 and video
                                                                                                        Watch videos
                                  Play games
                                  on-the-go                                                            Fantasy Sports
            Gaming                                                                                                                Digital
                                 Fantasy Sports                                                         Browse the                Video
                                                                                                          Internet
                                        E-mail
                                                                                                        Working
                                     Listen to Music
                                                                                             E-mail
On-the-Go       Mobile Electronics
                                        Talk to friends
                                                                                                 Managing                                   At Work
                                                       Managing money                             money
                                                                                Collaborating
                                                   Shopping                                                             PC Broadband
                                                                              Trading Stocks
                                                           Trading Stocks

                            Digital
                            Stream
                                                                                                       Wireless

                                              Audio
                                                                                       Mobile
                                                                                       Electronics
                                                                Wireless
The Fall Out From This New Landscape

This new digitally converged world has created two
scarce inter-related commodities :
Attention
Relentless communication onslaught makes it harder
than ever to get and keep people‟s attention.
Communication that cannot rise above the clutter will
fail.
Engagement
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

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

In the future it will be :

            - pull rather than push

            - pro-active rather than passive

            - participation rather than
              interruption

            - people as media not just
              audience
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

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



 “ 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
  smoking”

                              Rory Sutherland
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

The messenger

Incentives

Norms

Emotional association

Ego
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 “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

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 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 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

(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




   low level measurement                                                                             high level measurement


                       Short Term                                                                    Long Term



                  Qualitative
                                                   Analysis of
                  research –
Analysis of                        Campaign        editorial
                   audience                                      Audience
reach / ratings                    tracking –      media
                   reaction,                                     engagement –        Q                                  Health,
as per media                      quantitative     coverage                                            audit or
                   insights,                                     calls to            Q Qualitative
plan                                research                                                           Study            Economic
                                                                 information line,     Research
                  perceptions   tracking recall,
                                                                 SMS, website                          Observing        Social
                                     impact,
                                                                 hits, requests
                                                                                       Changes in                       outcomes
                                understanding                                          Awareness       Behaviour
                                                                 for information
                                , call-to-action
                                                                                       Knowledge       change
                                                                                       behaviour
   Communications Task at Each Stage                                     Measuring
                                                                               the
                                                                       effectiveness
1. Awareness    Make audience aware of the importance of the issue.    of campaigns
                                                                          requires
                                                                           explicit
2. Outreach     Educate audience about the issue;overcome barriers.
                                                                      agreement on
                                                                      the campaign
3. Engagement               Change audience attitudes.                    aim and
                                                                      objectives i.e.
                                                                      is it to change
4. Conversion            Get audience to change behavior.             attitudes or is
                                                                           it to get
5. Advocacy           Engage audience as active supporters.             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.
Alcohol
Mental Health
Cocaine
Obesity
Tobacco
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
communication.
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.