Aug

27

2017

How do you inspire behavioural change in young people?

A decade ago, parents were making all of the decisions for their young ones, certainly until they reached 16.  Young people have changed – and that’s because society has changed, families are different, and the demands of modern living have escalated.  Fuelled perhaps by the arrival of social media...
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Aug

26

2017

How to use sport to connect with communities and change behaviours

Sport is followed by millions of people across the globe.  Here in the UK, in the USA, Russia – any country where it is played, televised or supported, sport inspires belief and following across all ages.  And it’s that belief that makes it such a useful tool in...
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Aug

24

2017

What common problems occur with a social marketing campaign?

It would be wrong to assume that every social marketing campaign is always successful. While there are plenty of schemes that have delivered behaviour change on an unprecedented scale, sometimes things don’t always go according to plan.  People are unpredictable hence social marketing campaigns may need tweaking You...
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Aug

23

2017

Which innovations have been applied to the social marketing approach?

Innovation is hugely important in any business or industry.  To embrace it, is to move on. To disregard it, is a definite mistake. In the context of social marketing, new innovation linked to positive social partnerships, can produce great things and better outcomes for people, for communities and for...
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Aug

21

2017

Which social marketing tools should I use on a campaign?

From examining how people behave, to understanding why they do it, who influences them and how incentives can be introduced to positively influence this behaviour, social marketing is a powerful tool.  But a social marketing approach is completely lost, if you don’t properly understand and apply the right...
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Aug

19

2017

Where do I start when building a social marketing campaign?

To be honest, you start at the very beginning by identifying ‘the issue’ and understanding your audience. That naturally leads you to what you want to say, how you think you want to communicate it, and how it will be implemented, delivered and measured. Behaviour change marketing campaigns are popping...
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Aug

16

2017

Why hasn’t my social marketing campaign worked?

You’ve done your research, outlined your objectives, written a stunning ITT, found your ideal social marketing partner, implemented phase 1 and things aren’t right.  Worse still, this is phase 2 and you don’t feel that the scheme is meeting your objectives.  It’s easy to spot a...
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Aug

15

2017

How can I use psychology theories in behaviour change marketing?

A social marketing plan is founded on a collective group of proven theories that provide insight in terms of how to successfully deliver socially advantageous campaigns.  These theories are used in combination to promote and discourage social behaviours – whether good or bad. A framework for change – based on proven...
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Aug

13

2017

What KPIs should I use when measuring behaviour change marketing?

In business, any key performance indicator (KPI) is a measurable value that demonstrates how effectively your campaign (or project) has performed in relation to your objectives or goals. Generally speaking these are used to measure the level of success, against predetermined criteria.  And that’s no different when it...
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Aug

10

2017

Can health promotion campaigns use a social marketing approach?

Social marketing is a technique that most people now have an awareness of, albeit limited.  The healthcare sector, in particular, has adopted behaviour change marketing campaigns, as part of targeted health interventions for over a decade. While each campaign, whether a charity marketing project, or health intervention, is designed...
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