2014 Health Cam FINAL
- 1. Behaviour change at your fingertips: Social Marketing’s use of Smartphone Apps and SMS Professor Rebekah Russell-Bennett Queensland University of Technology HealthCAM 30 September 2014
- 2. My experience with social marketing
- 3. Definition of Social Marketing Developing and applying marketing theories and concepts In addition to other approaches To influence individuals, communities, structures, and societies To bring about positive social change
- 4. Different to.... 1. Education Education informs (job is done when people know) Social marketing influences behaviours (job is done when people do)
- 5. Some misconceptions and mythunderstanding 1. Social media A medium or communication channel Can be used as part of an overall social marketing programme 2. Social Advertising One of the communications options There are 3 other powerful tools in the marketing mix Review of 34 healthy eating studies: • 16 studies that met the definition of social marketing were more effective in achieving behavioural change than the 18 studies defined as social advertising • Carins and Rundle- Thiele, Public Health Nutrition, 2013
- 6. This is social marketing Success measure: behaviour Obesity Example This is not Success measure: awareness • Change4Life was England’s first ever national social marketing campaign to reduce obesity 2007+ • Full marketing mix used • Engaged with networks and partners • Database of local products and services • Behaviour outcomes: e.g. reduced sugar intake/portion size, 60 min activity done • Go for 2&5 was introduced in 2005 by Qld government • TVCs, online information • Campaign outcomes: awareness of 47%, 61% felt campaign was a good reminder
- 7. Digital is being used everywhere
- 8. The customer’s reality Smartphone Ownership UK 70% (Arthur, 2014) Australia 64.6% (Godrey, 2013) USA 61% (Nielsen, 2013) Ireland 50% (RTE, 2013) Mobile app stores saw annual downloads reach 102 billion in 2013 (Riveria & Meulen, 2013) 145 billion SMS text messages were sent in the UK in 2013 (Donnelly, 2014)
- 9. How can technology be used in social marketing Services? Cost- effective for large markets Personalised and tailored Peer support Facilitates self- monitoring Interactive and real- time Overcomes embarrass ment and social barriers
- 10. •Making a complex task simpler (eg. give them tips)Reduction • Customization; providing more relevant information to individualsTailoring •Guided persuasion; giving control over to an expert (the app)Tunnelling •Intervene at the right time with a compelling suggestionSuggestion •Automatically tracking desired behaviour (eg. a drink counter)Self-monitoring •Reinforcing target behaviour (eg. give users praise and reward them for good behaviour)Conditioning •Observing one’s behaviour publicly (eg. sharing progress with peers)Surveillance Smartphone apps in Social Marketing Design Principles in Gamified Apps-Eagle, Dahl, Muscat & Low (2013)
- 11. Cases MumBubConnect: SMS program to support breastfeeding mothers Quit for you, Quit for Two: Smartphone app for pregnant women Citysmart digital project: Low Income Earners Energy Use
- 13. MumBubConnect: A digital Service intervention
- 14. The mbc support system was accompanied by: 1. A custom website offering information resources and further links to parenting and government support websites 2. Support provided by ABA and Womens Health with ABA Counsellor providing outbound calls 3. a Facebook page that enables participants to discuss common issues and receive peer based, and Mum Bub Connect based professional support and advice.
- 15. Social Media Strategy Facebook 285 people ‘liked’ the page (compared to 167 at UQ Centre for Mothers and Babies) Not an advice/problem-solving site Generic mother-oriented issues Issues based- to media articles/youtube Comments about mothering and lifestyle that invited responses
- 16. Theoretical Framework •Confidence in perceived capacity to control their motivation, thought processes, emotional states and social environment in performing specific behaviours (Bandura, 1977; Dennis 1999) •When women feel disempowered and helpless in managing breastfeeding they stop (Dennis & Faux, 1999). •When women feel confident, they breastfeed longer (Dennis & Faux, 1999). Self- Efficacy •Social support usually refers to roles performed for an individual by significant others, such as partners, family members, friends, relatives and neighbours (Thoits, 1985) •Support validates behaviour and reduces anxiety •When women have social support, they are more loyal to breastfeeding (Parkinson, Russell-Bennett and Previte forthcoming) Social Support
- 17. Participant Profile How many women involved 130 women registered to participate 6 women withdrew before the trial began 4 women ceased participation during the trial 120 women completed the full 8 weeks 114 women completed the second survey 95% response rate Demographics Mean age of 31.2 years Mean age of infants was 6.7 weeks Focus is therefore on the medium to long term postnatal period where biggest drops in breastfeeding occur 95% were married or in a defacto relationship 92% born in Australia
- 18. Results • Self-efficacy • Positive Coping • Seeking social support • Positive emotions • Responsibility for BF • Breastfeeding duration • Negative Coping • Feeling challenged
- 19. Impact on Breastfeeding 0 10 20 30 40 50 60 70 80 90 2 -3 months 4 -5 months MBC AIFS QLD 2007 Women Fully Breastfeeding at start (6 week baby) MBC National 83% 62% Women fully breastfeeding 8 weeks later (14 week baby) MBC National 79% 46% (-4%) (-16%)
- 20. Quit for you, Quit for Two
- 21. Evaluation Timing Launched July 2013 Target Hard to reach market- young pregnant smokers Challenges: Low self-efficacy Language/literacy barriers Judgement-free and discrete Insights: Pressure to confirm to friends and family smoking behaviours is strong A craving lasts for approx. 3 min, need distraction •High penetration, with downloads in the first week equating to approximately 15% of all pregnant women who smoke •9 months later the app has been downloaded nearly 25,000 times(out of 40,000). •Ongoing tracking research will measure the actual shifts in behaviour, but early indications from the level of adoption of the app, are very positive Outcomes
- 22. Understanding Consumer Motivation to Reduce Energy Consumption: A Digital approach Jo Little 18 March 2014
- 23. Marketing Energy Consumption Not on the agenda Low involvement category Intangible and invisible What is a high bill? Scepticism Online noise / competition Social change via digital channels
- 24. • Cost of living challenges • Unemployment / underemployment • Time at home • Lack of control • Live in the now, instant gratification • Materially endowed • Middle-class aspirations • Digitally engaged and connected • Sceptical • Financially motivated Motivations and barriers
- 25. Customer segments Intent to Reduce Energy Use Low (1-4 rating) Medium (5 & 6 rating) High (7 rating) ElectricityBill Size Low (<$301) Whatevs… (38%) Medium ($300-$500) Breaking Even (34%) Help Me! (28%) High ($501+) Avoid TargetEngage
- 26. Digital strategy …build a digital solution which guides households through a phased journey of stealthy learning to make • the invisible visible • the intangible tangible • the unvalued valuable
- 27. Goals Cognitive/ information processing Use when: - High involvement behaviour, importance to customer - Possibly high risk - Customer willing to make effort - Knowledge and attitudes occurs before the behaviour. Theories: social cognitive theory, stages of change, standard learning hierarchy (learn, feel do), theory of planned behaviour. Behavioural Use when: - Low involvement behaviour, not central to customer’s life - Possibly low risk - Consumer not willing to make effort - Behaviour needs to occur to achieve learning & knowledge. Theories: instrumental learning (reinforcement), classical conditioning, experiential learning (do, feel learn). Behaviour change theory
- 28. Experiential learnikng REINFORCEMENT, MOTIVATION REINFORCEMENT REWARDS FEEDBACK EXPERIENTIAL HIERACHY
- 29. Best practice Simple, visual approach Tailored, interactive features and content Customised, instant feedback Continuous engagement and reminders Online community / collective engagement Motivation and encouragement Challenge or competition Progression and reward Ability to meet needs at different stages Social sharing and pledges
- 30. The program will be… Relevant Real-time/ live Interwoven/ complement s lifestyle Valued/helpful content Tailored/ Personalised Personal Agile Flexible Evolving ResponsiveSimple – but not simplistic Visual Free – time, effort and money Effortless Easy Supportiv e Credible and trustworthy Innovative New and fresh Leverages all benefits of digital Sociable/ shareable Community/ collective engagement Meshing online/ offline Seamless interface Accessible and convenient Entertaining Engaging Fun Addictive Interesting Clever Interactiv e Learning by stealth Recognitio n and rewardEdutainmen t Quality content Subtle Continuous engagemen t & feedback Progressiv e journey Makes me feel good / motivationa l
- 31. Game 2 Washing in cold water Game 1 Keeping Cool w/0 air-con Game 3 Turning switches off
- 32. So……… Decide on strategic purpose of your digital approach (awareness/education vs behaviour change) Identify key motivators/barriers in your target market Co-create your digital concept with the target market Evaluate • Social marketing uses all marketing mix tools • Works with communication but is not a substitute • Smartphones can be used as more than communication tools – they can also be a service to facillitate behaviour
Editor's Notes
- #2: Materials Copies of the weekly readings
- #8: http://www.nydailynews.com/life-style/app-user-quit-job-text-message-article-1.1578077
- #10: Technologyis a cost-effective means of reaching large audiences in a personalised way which engages people with the product, is empowering, and can be anonymous which is desirable for problems which are personal and private The use of social technologies in health can address some of the key barriers for health services by creating peer support networks, self-monitoring devices and easy access to information.
- #13: Brand Name Mum Bub Connect Creative Rationale The branding concept has been specifically devised to appeal to mothers from a wide socioeconomic and geographic area. Understanding that many mothers are time poor, stressed but information hungry the brand concept has specifically followed a set of pre-requisites: To be super simple, fresh and lively Professional and reputable but not corporate Feminine but not stereotypical Fun but not childish A balanced reference to technology and mothering To have a good assimilation with current ‘social networking’ styles and identity (and functionality)
- #20: Beh loyalty: 68% of babies were exclusive BF – higher than national average of x%?? 97% were supplying more than 50% of babys intake with BF – higher than national average of x% After MBC: Even though 15% had thought of stopping feeding during the pilot: Beh loyalty: 80% of babies were exclusive BF – higher than national average of x% 94% were supplying more than 50% of babys intake with BF – higher than national average of x% 115/126 women were feeding baby with any BF 91%– higher than national average of x% Mean of 5/7 for “The SMS encouraged me to continue breastfeeding” and “The messages made me feel more in control” As a result of these messages I felt:
- #21: Start at 40:30min