Comments on: Communications, social marketing and behavioural change http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/ public sector communications and marketing Sat, 24 Jul 2010 17:35:30 +0000 http://wordpress.org/?v=abc hourly 1 By: Social marketing: Changing public behaviour through communications | Simon Wakeman - public sector communications, marketing and public relations http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91380 Social marketing: Changing public behaviour through communications | Simon Wakeman - public sector communications, marketing and public relations Sun, 03 Jan 2010 22:37:16 +0000 http://www.simonwakeman.com/?p=1697#comment-91380 [...] month I posted about social marketing and how I see it will become increasingly important in public sector [...] [...] month I posted about social marketing and how I see it will become increasingly important in public sector [...]

]]> By: Dan Wood http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91368 Dan Wood Sun, 20 Dec 2009 14:41:25 +0000 http://www.simonwakeman.com/?p=1697#comment-91368 Thanks Simon - I'm really pleased you like it. I started writing it a while back (to see if I could keep it up) but only went live when I started working as a consultant a few weeks ago. Hope to see you over there some time! Thanks Simon – I’m really pleased you like it. I started writing it a while back (to see if I could keep it up) but only went live when I started working as a consultant a few weeks ago. Hope to see you over there some time!

]]> By: Simon http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91365 Simon Fri, 18 Dec 2009 21:02:06 +0000 http://www.simonwakeman.com/?p=1697#comment-91365 Hi Dan - great comment, thanks. Agree with you completely - the reach of genuine social marketing goes well beyond comms and engagement and stretches into areas like policy - which means communicators/social marketers need to have the skills to have effective dialogues with those working in policy development. Like your blog btw - hadn't seen it before so have added to my RSS reading list! Hi Dan – great comment, thanks.

Agree with you completely – the reach of genuine social marketing goes well beyond comms and engagement and stretches into areas like policy – which means communicators/social marketers need to have the skills to have effective dialogues with those working in policy development.

Like your blog btw – hadn’t seen it before so have added to my RSS reading list!

]]> By: Dan Wood http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91356 Dan Wood Tue, 15 Dec 2009 22:46:42 +0000 http://www.simonwakeman.com/?p=1697#comment-91356 Hi Simon, Social marketing certainly has grown in prominence in recent years. There has been a lot of interest from the NHS where the potential to deliver public health improvements has been viewed enthusiastically. Awareness and understanding of social marketing techniques has been led by the National Social Marketing Centre, set up by the Department of Health in 2006 in partnership with Consumer Focus (which used to be the National Consumer Council). Although it has focused on health issues, it supports a wide range of public bodies. It has a very good database of case studies at: http://www.nsmcentre.org.uk/component/nsmccasestudy/?task=view&Itemid=42 But in my experience, although awareness and use of social marketing is increasing – which will only be accelerated by COI’s recent initiatives – there is still a lot of misunderstanding among many non-comms colleagues. Quite a few don’t get the principles of social marketing. Many focus on the ‘promotion’ aspect of marketing, ignoring the ‘product’, ‘price’ and ‘place’ and subsequently think that any PR / public information campaign is social marketing. True social marketing is about understanding the behaviours of the people we serve and shaping our services to ensure we offer them in the right way at the right time in the right place. It is not something that has traditionally come naturally in public services, but I’m confident we’re gradually changing that. Hi Simon,

Social marketing certainly has grown in prominence in recent years. There has been a lot of interest from the NHS where the potential to deliver public health improvements has been viewed enthusiastically. Awareness and understanding of social marketing techniques has been led by the National Social Marketing Centre, set up by the Department of Health in 2006 in partnership with Consumer Focus (which used to be the National Consumer Council). Although it has focused on health issues, it supports a wide range of public bodies. It has a very good database of case studies at: http://www.nsmcentre.org.uk/component/nsmccasestudy/?task=view&Itemid=42

But in my experience, although awareness and use of social marketing is increasing – which will only be accelerated by COI’s recent initiatives – there is still a lot of misunderstanding among many non-comms colleagues.

Quite a few don’t get the principles of social marketing. Many focus on the ‘promotion’ aspect of marketing, ignoring the ‘product’, ‘price’ and ‘place’ and subsequently think that any PR / public information campaign is social marketing. True social marketing is about understanding the behaviours of the people we serve and shaping our services to ensure we offer them in the right way at the right time in the right place. It is not something that has traditionally come naturally in public services, but I’m confident we’re gradually changing that.

]]> By: zuwairiaiman http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91346 zuwairiaiman Thu, 10 Dec 2009 02:52:52 +0000 http://www.simonwakeman.com/?p=1697#comment-91346 great entry, thanks for sharing great entry, thanks for sharing

]]> By: craig http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91340 craig Tue, 08 Dec 2009 15:30:11 +0000 http://www.simonwakeman.com/?p=1697#comment-91340 Using theory responsibly in social marketing programs is an important topic Simon, and one that keeps me up at night as well. Mostly because we seem to limit ourselves to theories about how to change individuals through communication rather than aspire to social change through all the tools of marketing. Secondly, because we are conditioned to think about change at the individual level rather than at the level of social networks - a place where the evidence is suggesting we really should focus on. I have been writing a number of posts about 'making theory relevant' and 'social theories of change' for social marketers that I invite you and your readers to explore. You'll find them under the 'Theory' categories at On Social Marketing and Social Change. http://tinyurl.com/ye8uahz I look forward to more conversation about the subject. Using theory responsibly in social marketing programs is an important topic Simon, and one that keeps me up at night as well. Mostly because we seem to limit ourselves to theories about how to change individuals through communication rather than aspire to social change through all the tools of marketing. Secondly, because we are conditioned to think about change at the individual level rather than at the level of social networks – a place where the evidence is suggesting we really should focus on.

I have been writing a number of posts about ‘making theory relevant’ and ’social theories of change’ for social marketers that I invite you and your readers to explore. You’ll find them under the ‘Theory’ categories at On Social Marketing and Social Change. http://tinyurl.com/ye8uahz

I look forward to more conversation about the subject.

]]> By: JDenniston (Jeri Denniston) http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91339 JDenniston (Jeri Denniston) Tue, 08 Dec 2009 05:27:59 +0000 http://www.simonwakeman.com/?p=1697#comment-91339 <strong>Twitter Comment</strong> <a href="http://twitter.com/JDenniston" title="Twitter Comment" rel="nofollow"> <div class="ccimg1" title="JDenniston (Jeri Denniston)" style="float:left;margin-right:10px;padding:0;width:60px;height:60px;background:url(http://www.simonwakeman.com/wp-content/plugins/chatcatcher/picbg.jpg) no-repeat top;cursor:hand;"> </div> <div class="ccimg2" title="JDenniston (Jeri Denniston)" style="float:left;margin-left:-70px;margin-right:10px;padding:0;width:60px;height:60px;background:url(http://purl.org/net/spiurl/JDenniston) no-repeat top;cursor:hand;"> </div> </a> Communications, social marketing and behavioural change | Simon ... [link to post]<br /><br /> - <a href="http://chatcatcher.com" target="_blank" rel="nofollow">Posted using Chat Catcher</a> Twitter Comment


Communications, social marketing and behavioural change | Simon … [link to post]

– Posted using Chat Catcher

]]> By: Simon http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91337 Simon Mon, 07 Dec 2009 22:06:39 +0000 http://www.simonwakeman.com/?p=1697#comment-91337 Hi Adrian, Thanks - completely agree with you that this could be a big step forward. I think the challenge will be adopting an approach akin to the COI model, but one that works on smaller scale (budgets, target audiences) than most national campaigns where a decent amount of money can be spent on pre-research and pre-testing. Will blog about any steps forward we make on this - but as you say won't be easy! cheers sw Hi Adrian,
Thanks – completely agree with you that this could be a big step forward.

I think the challenge will be adopting an approach akin to the COI model, but one that works on smaller scale (budgets, target audiences) than most national campaigns where a decent amount of money can be spent on pre-research and pre-testing.

Will blog about any steps forward we make on this – but as you say won’t be easy!
cheers
sw

]]> By: Adrian Capon http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/#comment-91336 Adrian Capon Mon, 07 Dec 2009 20:43:46 +0000 http://www.simonwakeman.com/?p=1697#comment-91336 Simon I was thinking along the same lines when the article surfaced a few days ago. Pleased to see you mention this. As marketers this is something that's been desperately needed in the Public sector for sometime. And highlights the persuasive charms of adopting social marketing techniques. This certainly would be central to my marketing philophosy. Although trying to apply these principles in local government will not be easy but that doesn't mean we should try. Another recommended read is along the same lines - COI's How Public Sector Advertising Works! Adrian Capon Strategic Marketing Manager North Lincolnshire Council Simon

I was thinking along the same lines when the article surfaced a few days ago.

Pleased to see you mention this. As marketers this is something that’s been desperately needed in the Public sector for sometime. And highlights the persuasive charms of adopting social marketing techniques. This certainly would be central to my marketing philophosy. Although trying to apply these principles in local government will not be easy but that doesn’t mean we should try.

Another recommended read is along the same lines – COI’s How Public Sector Advertising Works!

Adrian Capon
Strategic Marketing Manager
North Lincolnshire Council

]]>