1 SOCIAL MARKETING What is it? Why is it so hard? What makes it easier? 2 TOPICS • Definition • Applications • Why It’s So Hard • 4 Success Stories • 12 Principles Behind Their Success 3 DEFINITION: FORMAL “A process that uses marketing principles and techniques to influence a target audience behavior that will benefit society, as well s the individual.” BEHAVIORS TO REJECT, MODIFY, ACCEPT, ABANDON 4 DEFINITION: INFORMAL Changing Behaviors for Good 5 IT’S ALL ABOUT BEHAVIORS • Eat 5 fruits and vegetables a day. • Move right for sirens and lights. • Exercise 30 minutes, 5X a week. • For toddlers, wear a lifevest around a swimming pool, on the beach, and on a boat. • Store handguns in a lockbox or safe. • Know your BMI. • Immunize on time. 6 TYPICAL APPLICATIONS • Improving Health • Preventing Injuries • Protecting the Environment • Mobilizing the Community 7 HOW DIFFERS • Commercial Sector Marketing – Selling goods and services – For a profit – Benefit of shareholders • Non-Profit Marketing – Promoting services – Supporting fundraising • Social Marketing – Influencing behaviors for good 8 HOW DIFFERS From Education: – Education informs – Social Marketing changes behaviors From Advertising and Social Media: – Only two of the Promotion options (Communications) – There are 3 other powerful tools: Product, Price and Place 9 SOCIAL DIFFUSION • Everett Rogers http://upload.wikimedia.org/wikipedia/en/4/45/DiffusionOfInnovation.png Adapted from Jay Kassirer, Tools of Change and Dave Ward, Puget Sound Partnership 10 Adapted from Jay Kassirer, Tools of Change and Dave Ward, Puget Sound Partnership 11 12 WHY IT’S 1000 TIMES HARDER We ask people to . . . • Be uncomfortable • Risk rejection • Reduce pleasure • Give up looking good • Be embarrassed • Go out of their way • Spend more time • Spend more money 13 FOUR SUCCESS STORIES 1. Tobacco Cessation 2. Pedestrian Safety 3. Food “Recovery” 4. Litter Prevention 14 FOR EACH STORY • Target Audience • Behavior Objective • Guiding Theory • 4Ps in Toolbox – Product – Price – Place – Promotion • Results 15 TOBACCO CESSATION • Situation: Washington State – Year 2000: 1 million adult users – $1800 taxpayer cost per smoker/per year • Target Audience: – 70% wanting to quit • Behavior: – Call the Quit Line • Theory: – Stages of Change 16 STAGES OF CHANGE 1. Precontemplation Not thinking about making a change 2. Contemplation Thinking about making a change, but have barriers and concerns 3. In Action Actively preparing for or attempting the change 4. Maintenance Committed to the behavior and have no intention to return earlier behavior 17 • Quit counselor • Quit plan • Quit kit • Quit resources PRODUCT PRICE PLACE PROMOTION 18 Toll Free Number Free Counselor Free Quit Plan Kit Online Calculator PRODUCT PRICE PLACE PROMOTION 19 PHONE – 7 days a week – 5am – 9pm – Message 24/7 WEB SITE – Worksheet – “Click to Call” button FAX FROM PHYSICIAN’S OFFICE PRICE PLACE PROMOTIONPRODUCT 20 • Messages – Encouraging – Understanding – Assuring PRICE PLACE PROMOTIONPRODUCT 21 • Media Channels – Television – Outdoor – Posters – Brochures – Wallet cards – Bar coasters – Workplace activities – Publicity PRICE PLACE PROMOTIONPRODUCT 22 RESULTS • 2007, seven years later • 100,000th call • 13% of callers quit • 235,000 fewer smokers in state • From 22.4% to 17% users • From 20th to 5th in nation 23 PEDESTRIAN SAFETY • Situation: City of Kirkland – Pedestrian flags since 1996 – 2007, 11% usage • Target Audience: – Workers, shoppers • Behavior: – Use a flag every time • Theory: – Health Belief Model: • Barriers Focus 24 BARRIERS • What are they for? • No flags on my side. • Holder hard to use. • I feel safe. 25 • Old Design • New Design PRODUCT PRICE PLACE PROMOTION 26 • Adopt a Crosswalk Partners PRODUCT PRICE PLACE PROMOTION http://www.youtube.com/watch?v=TMqfPlIFnbg http://www.youtube.com/watch?v=TMqfPlIFnbg 27 PRODUCT PRICE PLACE PROMOTION 28 • Improving Access PRICE PLACE PROMOTIONPRODUCT 29 • Drink Coasters • Posters PRICE PLACE PROMOTIONPRODUCT 30 • Downtown Banner • Sidewalk Stencils PRICE PLACE PROMOTIONPRODUCT 31 RESULTS: 5 MONTHS LATER 2007 2008 % CHANGE # People/ Groups 2426 2363 3% Decrease # Flags 267 438 64% Increase % Usage 11.0% 18.5% 68% Increase FORK IT OVER! • Year 2000. Metro Regional Government • Perfect storm in Portland Oregon: – 180,000 tons food disposed annually in solid waste system – Oregon Food Bank struggling 32 FORK IT OVER! • Food Rescue Program • Partners: Restaurant Association, Chef’s, Food Bank, 3 Counties, 25 cities, Food Alliance • Provide food business a safe and convenient way to donate their perishable and surplus prepared foods to agencies that serve the hungry 33 FORK IT OVER! • Restaurant Concerns: – How do we get involved? – How do we get the food to you? – Can we select the agency closest to us? 34 FORK IT OVER! • Response of Fork it Over: – Online registration – Online selection of agency – Picked up at scheduled time 35 FORK IT OVER! • Making a difference: – 1999 -2005, 18 million pounds forked over – Spent $700,000 to administer program – Saved $647,650 in disposal costs – Food worth $17 million – Every dollar invested, $31 benefit 36 37 LITTER PREVENTION • Situation: Washington State 2001 – 16 million pounds of litter/year (Just on roads) – $4 million for only 25% • Target Audience: – 20% tossing stuff or not securing loads – 80% watching! • Behavior: – Proper disposal – Report littering • Theory: – Social Norms http://www.ecy.wa.gov/programs/swfa/litter/pdf/urinal.pdf 38 Social Norms Theory • Behaviors influenced by what we think others we like/respect do • Increase perception that “everyone” is doing the desired behavior 39 • Toll-free Hotline • Web site PRODUCT PRICE PLACE PROMOTION http://www.ecy.wa.gov/programs/swfa/litter/images/Keychain.jpg 40 • Highlight fines • Hotline & Web site: Free PRODUCT PRICE PLACE PROMOTION 41 • Hotline Available 24/7 PRICE PLACE PROMOTIONPRODUCT 42 PRICE PLACE PROMOTIONPRODUCT 43 RESULTS • Outcome: – Calls to Hotline: Over 15,000/year – 100,000 call Fall 2007 • Impact: – 2003-2007 – 24% Reduction (From 8000 to 6000 tons) 44 ICING ON THE CAKE 45 PRINCIPLES FOR SUCCESS 1. Start with target audiences most ready for action. 2. Promote single, simple doable behaviors. 3. Understand barriers to behavior change. 4. Bring real benefits to the present. 5. Use all 4Ps. 6. Find a tangible good or service to include. 7. Look for a price that matters. 8. Make access convenient. 9. Practice effective communication techniques. 10. Get commitments and pledges. 11. Use prompts. 12. Determine a Return on Investment (ROI) 46 #1. START WITH TARGET AUDIENCES MOST READY FOR ACTION •Targets first time donors •Costs 10 times as much to acquire a new donor •If 10% of current donors give just one more time each year, reach donation goals 47 #1. TARGET AUDIENCE • Who is the target audience for this? http://www.youtube.com/watch?v=h-8PBx7isoM http://www.youtube.com/watch?v=h-8PBx7isoM 48 #1. TARGET AUDIENCE #2. PROMOTE SINGLE, SIMPLE DOABLE BEHAVIORS • EPA • Reducing consumption of fish with contaminants • Phase I: – Targeting “Lots of Fish” • Course Correction • Phase II: – One Behavior 49 ORIGINAL CAMPAIGN: MULTIPLE FISH & RECOMMENDATIONS 50 REVISED CAMPAIGN: ONE FISH 93% REDUCTION 51 52 OBESITY CAMPAIGN • Now right up there with tobacco • Close to 400,000 deaths a year • Dept. Health & Human Services • http://www.youtube.com/watch?v=X3vlIF1Orr4 http://www.youtube.com/watch?v=X3vlIF1Orr4 Small Steps 53 54 #3. UNDERSTAND BARRIERS TO BEHAVIOR CHANGE • Situation: Rural Wisconsin – Spring 2002 Wisconsin DOT • Target Audience: – 21-34-year-old single men • Behavior: – Take Alternative Rides 55 ROAD CREW “Why do you drive after drinking excessively?” – To get home! – I need my car in the morning – Everybody does it – I feel safe (especially at 1am) – Low risk of getting caught 56 ROAD CREW “What do you want instead?” – Nice vehicles (no school buses) – Ride from home – Ride between bars – Ride back home – With my buddies – Smoking and drinking • Old limos • Pick up at home, work or hotel • Scheduled time • Can take you between bars • Can smoke & drink 57 PRODUCT PRICE PLACE PROMOTION • Average $15-$20 evening /per person 58 PRODUCT PRICE PLACE PROMOTION 59 PRICE PLACE PROMOTIONPRODUCT 60 • Thailand, 1991, 140,000 AIDS cases/yr. PRICE PLACE PROMOTIONPRODUCT 61 RESULTS • Outcome: – 4 years – 32 communities – 97,200 rides (by 2008) • Impact: – July 1, 2002 – June 30, 2003: 17% reduction in crashes – No observable increase in consumption compared to control groups • ROI: – Cost of Accident: $56,000 – Cost to Avoid: $15,000 62 #4. BRING BENEFITS CLOSER TO THE PRESENT. • Chesapeake Bay – largest estuary in U.S. • 11% of nitrogen loading from lawn fertilizers • 2003 Blue Crab Harvest hit historic low • 2004 Campaign: – Target Audience: Homeowners with lawns – Behavior: Skip spring fertilizing; choose fall 63 WHAT’S IN IT FOR ME? 64 WHAT’S IN IT FOR ME? http://www.youtube.com/watch?v=AMOBPQ55zKw http://www.youtube.com/watch?v=AMOBPQ55zKw 65 WHAT’S IN IT FOR ME? 66 #4. BRING BENEFITS CLOSER TO THE PRESENT. BEHAVIOR CHANGE OUTCOMES • Before campaign: – 52% planning to fertilize in spring • After 2 weeks of campaign: – 39% planning to fertilize in spring (25% improvement) 67 #5. USE ALL 4PS Tobacco Quit Line Pedestrian Flags Food Rescue Litter Product Quit Line Quit Kit Quite Counselor Improved Flags Reuse unwanted food Hotline Price Toll Free Savings Medications Discount coupons from Partners Free Free to Call Fines Place Line: 5am-9pm Web site: 24/7 Buckets to ease use and closer to crosswalk Picked up at the restaurant when scheduled 24/7 Promo- tion Integrated Mix Testimonials Healthcare Providers Drink coasters Banners Newspaper Stories Posters Partner mention Web sites Staff Road signs Radio ads TV ads Outdoor Posters 68 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE • The F’Poon • 1500 tea drinkers in 6 hours; 65% less sugar • Liked the idea 69 70 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE 71 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE. • Reducing Anemia in Cambodia • November 2011 • Research scientist charged with – What would it take to get women to put the chuck of iron in the pots? – Small circle of iron . . wouldn’t use – Lotus flower shape . . .didn’t like 72 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE. • Conversations revealed shape of a local river fish believed to be lucky! • Women happy to put it in the pot 73 74 #6. FIND A TANGIBLE GOOD OR SERVICE TO INCLUDE • Chicago alone: 175 schools 75 #7. LOOK FOR A PRICE THAT MATTERS http://www.youtube.com/watch?v=nojWJ6-XmeQ • To your Target Audience http://www.youtube.com/watch?v=nojWJ6-XmeQ 76 #7. LOOK FOR A PRICE THAT MATTERS 77 #8. MAKE ACCESS CONVENIENT NEW YORK CITY • 3% of population • 18% of HIV/AIDS • Increasingly (2003) – Black (44%) – Latinos (32%) – Women (31%) – The Poor • Since 1971: Condoms at health clinics 78 #8. MAKE ACCESS CONVENIENT • 2007: A New Approach • “Grab a Handful & Go” – Subways, – Barber shops – African hair braiding – Nail salons, – Laundromats – Bath houses, – Tattoo parlors – Ethnic cafes • Dial 311 to order • 2.5 million/year to 18 million 79 #8. MAKE ACCESS CONVENIENT • Highest voter turnout in the nation • 74% vs. 64% nationwide 80 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Messengers Matter. 81 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Be There Just In Time. 82 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Be Concrete. 83 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Be Clear. Is this? 84 MUCH CLEARER 85 CPR EASY TO REMEMBER #9. USE EFFECTIVE COMMUNICATION TECHNIQUES • Have Some Fun! 86http://www.youtube.com/watch?v=2lXh2n0aPyw http://www.youtube.com/watch?v=2lXh2n0aPyw 87 #9. USE EFFECTIVE COMMUNICATION TECHNIQUES 88 BRANDING BREASTFEEDING 73% vs. 63% IN 1 YEAR INCREASING FAMILY PLANNING IN THAILAND • The Condom King • Targeting Married Couples • “Mechai Viravaidya, Ex- Senator in Thailand and Chairman of Population and Community Development Association has been credited w ith decreasing the average number of children per family from 7 in 1974 to 1.5 in 2005.” - TEDxChange 2010 90 • The Pill, Condoms & Vasectomies – Renamed birth control pill “Family Welfare Vitamin” – Nurses could prescribe the pill – Free vasectomy festivals once a year – Free clinics next door to popular restaurants – Buddhist monks sprinkled holy water on pills PRODUCT PLACE PROMOTIONPRICE 91 – Passed out at McDonald’s, tool booths, gas stations – Nurses could prescribe the pill – Cabbage & Condoms Restaurants “Our food is guaranteed not to cause pregnancy” PRICE PLACE PROMOTIONPRODUCT 92 PRICE PLACE PROMOTIONPRODUCT 93 “The only restaurant I 've been to where you are given a condom w ith your bill. The food here was very good on my first visit and at a reasonable price(can't remember exactly how much) and the service impeccable. No rubbery taste to any of the food unless you think the condom is an after dinner mint.” PRICE PROMOTIONPRODUCT PROMOTIONPLACE INCREASING FAMILY PLANNING IN THAILAND • OUTCOMES – From 3.3 % population growth rate to .5 percent – Using same approach to prevent HIV/AIDS 95 #10. GET COMMITMENTS & PLEDGES 96 #10. GET COMMITMENTS & PLEDGES 97 #10. GET COMMITMENTS & PLEDGES • Followup Survey 500HH: 6 months • Among those who saw campaign: – 21% who had allowed smoking in their car changed their rules • “We don’t smoke in the cars with kids anymore” • “I don’t smoke when the nephews are in my car now.” – 17% who used to allow smoking in their home changed their habits: • “I don’t let people smoke inside anymore” • “I don’t smoke around the grandkids now and if they’re coming over, I air out the house. 98 #11. USE PROMPTS SIDS & Pampers • Health Canada Research • From 44% to 66% saying back sleeping position reduces risks 99 #12. DETERMINE AN ROI • Remember the WA State Quit Line? • State cost per quit: $830 • State savings per quit: $1800/year • For every dollar spent, saved $2.16 • That’s a 116% ROI for the first year • A 216% ROI every year stays quit. 100 IN SUMMARY • Social Marketing is Changing Behaviors for Good. • It’s hard. • There are Principles and Techniques that will help you succeed. SOCIAL MARKETING�� TOPICS DEFINITION: FORMAL DEFINITION: INFORMAL IT’S ALL ABOUT BEHAVIORS TYPICAL APPLICATIONS HOW DIFFERS HOW DIFFERS SOCIAL DIFFUSION � � WHY IT’S 1000 TIMES� HARDER FOUR SUCCESS STORIES FOR EACH STORY TOBACCO CESSATION STAGES OF CHANGE Slide Number 17 Slide Number 18 Slide Number 19 Slide Number 20 Slide Number 21 RESULTS PEDESTRIAN SAFETY BARRIERS Slide Number 25 Slide Number 26 Slide Number 27 Slide Number 28 Slide Number 29 Slide Number 30 RESULTS: 5 MONTHS LATER FORK IT OVER! FORK IT OVER! FORK IT OVER! FORK IT OVER! FORK IT OVER! LITTER PREVENTION Social Norms Theory Slide Number 39 Slide Number 40 Slide Number 41 Slide Number 42 RESULTS ICING ON THE CAKE PRINCIPLES FOR SUCCESS #1. START WITH TARGET AUDIENCES MOST READY FOR ACTION� #1. TARGET AUDIENCE #1. TARGET AUDIENCE #2. PROMOTE SINGLE, SIMPLE� DOABLE BEHAVIORS ORIGINAL CAMPAIGN: MULTIPLE FISH &� RECOMMENDATIONS REVISED CAMPAIGN: ONE FISH� 93% REDUCTION OBESITY CAMPAIGN Small Steps #3. UNDERSTAND BARRIERS TO� BEHAVIOR CHANGE� ROAD CREW� ROAD CREW� Slide Number 57 Slide Number 58 Slide Number 59 Slide Number 60 RESULTS #4. BRING BENEFITS CLOSER TO� THE PRESENT.�� WHAT’S IN IT FOR ME? WHAT’S IN IT FOR ME? Slide Number 65 #4. BRING BENEFITS CLOSER TO THE PRESENT.� #5. USE ALL 4PS #6. FIND A TANGIBLE GOOD OR� SERVICE TO INCLUDE #6. FIND A TANGIBLE GOOD OR� SERVICE TO INCLUDE Slide Number 70 #6. FIND A TANGIBLE GOOD OR�SERVICE TO INCLUDE #6. FIND A TANGIBLE GOOD OR�SERVICE TO INCLUDE. #6. FIND A TANGIBLE GOOD OR�SERVICE TO INCLUDE. #6. FIND A TANGIBLE GOOD OR� SERVICE TO INCLUDE #7. LOOK FOR A PRICE THAT� MATTERS #7. LOOK FOR A PRICE THAT� MATTERS #8. MAKE ACCESS CONVENIENT #8. MAKE ACCESS CONVENIENT #8. MAKE ACCESS CONVENIENT #9. USE EFFECTIVE COMMUNICATION TECHNIQUES #9. USE EFFECTIVE COMMUNICATION� TECHNIQUES #9. USE EFFECTIVE COMMUNICATION� TECHNIQUES #9. USE EFFECTIVE COMMUNICATION� TECHNIQUES MUCH CLEARER CPR EASY TO REMEMBER #9. USE EFFECTIVE COMMUNICATION� TECHNIQUES #9. USE EFFECTIVE COMMUNICATION� TECHNIQUES BRANDING BREASTFEEDING 73% vs. 63% IN 1 YEAR INCREASING FAMILY PLANNING� IN THAILAND Slide Number 90 Slide Number 91 Slide Number 92 Slide Number 93 INCREASING FAMILY PLANNING� IN THAILAND #10. GET COMMITMENTS &� PLEDGES #10. GET COMMITMENTS &� PLEDGES #10. GET COMMITMENTS &� PLEDGES #11. USE PROMPTS #12. DETERMINE AN ROI� IN SUMMARY