NSMC e-learning preview.
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This document provides an introduction to the key concepts of social marketing, including the four questions at the core: 1) audience's perspective, 2) benefits and barriers, 3) competition, and 4) exchange. It discusses how social marketing involves understanding audiences through segmentation, using behavioral theory to understand their behaviors, and ensuring the benefits outweigh the barriers. The competition, like tobacco companies, aims to influence behaviors and offers benefits to make their options easy and normal.
NSMC e-learning preview.
- 2. Welcome to the second topic in The NSMC’s introduction to social marketing. This topic looks at the essence of a social marketing approach to change, or maintain, behaviours. At the end of this topic, you will be able to: Recognise the four key questions at the core of a social marketing approach
- 3. Describe the key concepts of socialmarketingClick the next button to continue.Aims for this topic
- 4. The essence of social marketing Using a social marketing approach to change or maintain people’s behaviour can be complex. But even if you don’t take social marketing any further, just considering these four questions will add value to your projects and policies.Click the next button to continue.
- 5. The audience’s perspectiveSo, to help us understand our audience and how they see things, a social marketing approach prompts us to: Askthemaboutwhatisreallydrivingtheirbehaviour,andlistentowhattheysay–thisiscalled‘buildingpracticalinsight’
- 6. Recognisethatonesizedoesn’tfitall – this iscalled‘segmentation’We will now briefly look at these two concepts. They are covered in more detail in Module 5: Insight into action.Clickthenextbuttontocontinue.
- 7. The audience’s perspective: segmentationSegmentation recognisesthatonesizedoesnotfitall. Itisakeypartofseeingthingsthroughtheeyesofouraudience.Itinvolvesgroupingpeoplebycommonfeaturesorcharacteristics(needs,behavioursandattitudes)sothatwecan:Targetoureffortsonprioritisedgroups
- 10. A focus on behaviour: using theoryBehaviouraltheorycanhelpusunderstandouraudiencesandtheirbehavioursbetter.Ithelpsusto:Takeastepbackandseebehavioursinabroadercontext
- 13. Benefits and barriers: exchangeEnsuring that the benefits outweigh the barriers and costs is called ‘exchange’.For our audience, benefits are the answer to the question, ‘what’s in it for me?’ The barriers and costs are the answer to the question, ‘what is stopping me from acting?’Barriers could be to do with access to services or supply of goods.Costs could be financial or non-financial (e.g. time, effort, standing among peers and psychological risks).Click the next button to continue.
- 14. Benefits and barriers: the competitionA social marketing approach recognises that we are not the only people trying to change behaviours. We need to understand what competes for our audience’s time, attention and inclination to act. We compete against a variety of things: Those promoting behaviours we are trying to discourage (e.g. in terms of smoking, tobacco companies)
- 15. The psychological benefits of the behaviour (e.g. ‘pleasure’ or ‘looking cool’)
- 16. Personal influencers or peer groups (e.g. ‘All my friends smoke’)
- 17. The ‘noise’ of other messages, including colleagues trying to promote other positive behaviours and targeting the same audience
- 18. The pressures of ‘everyday life’ and other prioritiesClick the next button to continue.
- 19. Benefits and barriers: the competitionThe competition tends to be very good at exchange. They offer benefits that are likely to be valued by their audience and they make it easy and normal for people to take action. For example, if you want to encourage breastfeeding, consider the benefits offered by the formula option and how you can offer or counter them: Fewer feeds, it’s less tiring
- 20. More freedom
- 21. Other family members can help and bond with baby
- 22. Easier to know how much baby is getting
- 23. Less embarrassing in publicClick the next button to continue.
- 24. Topic summary The NSMC’s benchmark criteria summarisethe key concepts described above. The criteria have been identified as common elements in successful social marketing interventions. They are available from the course menu. We’venowfinishedthistopicwhichintroducedtheessenceofsocialmarketing. Inthenexttopic,wewilllookatthesocialmarketingplanningprocess,thekeystepsthatensureyourprojectbenefitsfromtheconceptswehavecoveredinthistopic.ClickEXITtocontinue.