The Little Blue

Fold-out Book
of
Social Marketing
Conceptual Models
Professor Jeff French Clive Blair-Stevens
2011

Strategic Social Marketing Ltd. Attabara, Conford , Hants, GU307QW. Tel 01428 751 475
Registered Company No : 6963216
www.strategic-social-marketing.org
 Social Marketing is:

“The systematic application of marketing,

alongside other concepts & techniques,
to achieve specific behavioural goals,
for a social good”
 The Social Marketing Customer Triangle

Behaviour
Behaviour Theory & Behavioural Goals

INSIGHT

Customer

Audience
Method Mix
Intervention mix & Marketing mix Segmentation

French & Blair Stevens 2006

The Key 8 Social Marketing Features
Customer orientation
Behavioural focus
Theory informed
Insight
Exchange
Competition
Segmentation
Methods mix
French & Blair Stevens 2006
The Social Marketing Mind-set

French 2010
 Strategic and Operational Social Marketing

POLICY
Strategic
Social
Marketing STRATEGY
informing & enhancing
policy, strategy
operational
& it’s implementation social marketing
IMPLEMENTATION
applied as a planned process
ie: as a programme,
campaign or initiative

French & Blair Stevens 2006

 Inputs citizen
insight into
policy and
strategy
development

Contributes
Citizen driven
to knowledge
systems
management
analysis
and learning
Strategic
Social
Inputs to
behaviour
Marketing Informs the
selection of
target setting
intervention
and
Types and
performance
Forms
management
Contributes
to strategic
review and
analysis French 2011
French 2011
 Social Marketing contribution to Strategic planning

Social Marketing Strategic planning

Function Function

Evidence Insight & Planning and analysis

recommendations

Social marketing plans Organisational goals & resources

Implementation Results evaluation learning

Strategic Social Marketing Ltd

 The STELa Social Marketing
Planning Framework

Learn
Scope Test Enact &
Act

French 2010
 BEHAVIOUR: Integrated Theory Framework
Wide range of different disciplines that can contribute
Trans-theoretical model ‘Stages of Change’ Behavioural modification

Theory of planned behaviour Environmental studies Genetic pre-disposition

Theory of reasoned action Political sciences Behavioural Economics Prototype / willingness model

Self efficacy – perceived control Communications Ecology Economics Immune-system functioning

Social learning theory Marketing Physiological responses

environmental
Health Promotion
Cognitive dissonance / Hormonal responses
consistency PR & media Public Health
Media studies theory
HAPA: Health action Social media Sociology
process approach:
social
Systems theory
intention to act Advertising Anthropology
Rossiter-Percy opportunities constraints Social capital

motivational model Architecture Cultural studies Social influences &

interpersonal
Social norms & Philosophy & communication
group dynamics Engineering options choices ethics Social networks
Theory of trying
bio-physical
Town planning & support
psycho-logical Social work
Exchange theory Brain functioning
Physics Education
Goal setting theory Endogenous growth

Health Belief Model

Biology Theology Cultural capital theory

Learning styles theory Physiology Religious studies Social cognitive theory

Domains
Model of action phases Pharmacology Adaptive structuration theory
Social Criminology
Model of inter-personal behaviour Psychiatry Psychology Heuristics & consumer information
Neurology processing model
Instrumental & classical conditioning Disciplines Psychology
Genetics Attribution & balance theories
Protection Motivation Theory Living space & design
NLP:Neuro-linguistic programming Economic market theory
Diffusion of innovations Theories Technological determinism

Instrumental & classical conditioning Illustrative examples only of disciplines and theories that can contribute Economic determinism
 Behaviour is affected by more than ‘what I
know’ or ‘what I value’

wide range
of other
Information influencing
Knowledge factors
KNOW

Attitudes VALUE DO
Values
Beliefs
Actions
Behaviour
 Incentives & Barriers

promote remove
increase reduce

desired
BEHAVIOUR
problematic
remove promote
reduce increase

French & Blair Stevens 2006

 5 Types of Intervention
‘de-CIDES’

Control
Inform Control

Inform

Design
Design
Educate
Educate
Support
Support
French & Blair Stevens 2006
 4 Forms of Intervention:
The Value/Cost Exchange Matrix

Active
eg: Financial Decision eg: Penalty
reward for not Conscious / Considered fine for
smoking littering

Hug Smack
Incentive Disincentive
Reward Punish

Nudge Shove
eg: Road
eg: Default bump to
savings Automatic / Unconscious reduce car
scheme Passive speed
Decision French 2011
 Behaviour Intervention Matrix
‘Value/Cost Exchange’

‘de-CIDES’ Hug Nudge Shove Smack

Control

Inform

Design

Educate

Support
French 2011
The Marketing Mix: The 4P’s

PRODUCT PLACE
Physical product Channel Type
Service offer Transporting/Storage
Range Service Levels
Branding Location, Site
Packaging

Customer
PROMOTION PRICE
Form and Type of Demand
intervention mix Strategy
Promotions Discounts/Allowances
Offers Cost, Value
Advertising
PR
 Product / Service descriptor
1. Core Product / Service. (The benefits promised):

2. Actual Product / Service. (The product or service you will develop

to deliver the core product benefits):

3. Augmented Product / Service. (The features that encourage

and support uptake of the actual product or service):
 PROMOTION

AIDA
Hierarchy of Effects model

Attention Interest Desire Action

 Promotions Check List
1. Keep it simple, avoid complex messages
2. Don’t preach empathise
3. Be specific in what you are communication
4. Hearts first, minds second focus on emotional appeal
5. Make it sticky, e.g. memorable
6. Make it easy for people to respond or act
7. Think about what incentives you can offer
8. Create decision points e.g. national days or weeks and
setting deadlines, e.g. closing dates
9. Use insight to help you select the most appropriate
message giver and the best channels to use
10.Tell people at least five times in five different ways
11.Keep a consistent and sustained approach
12.Do it well, ensure that promotions are of high quality
 Behavioural analysis: WHAT WHY HOW
Understanding Understanding Considering the mix
the behaviour key influences of options to use
behavioural
behaviour intervention
patterns & trends theory options
WHAT they do WHY they do it HOW to influence
‘Patterns Integrated 5 primary
domains Types and
& Trends’ Theory Framework
4 Forms of intervention
alongside: – Bio-physical – Inform
- their knowledge – Psychological – Educate
- their attitudes – Social – Support / Service
- their beliefs & values – Environmental – Design
- their lifestyle – Control

Hug Smack

Nudge Shove