{"id":863,"date":"2019-11-19T17:40:16","date_gmt":"2019-11-19T12:10:16","guid":{"rendered":"https:\/\/www.newszii.com\/marketing\/?p=863"},"modified":"2019-11-19T17:40:16","modified_gmt":"2019-11-19T12:10:16","slug":"behaviour-change-platform","status":"publish","type":"post","link":"https:\/\/www.newszii.com\/marketing\/behaviour-change-platform\/","title":{"rendered":"Using Social Media As A Behaviour Change Platform"},"content":{"rendered":"

Published on November 19th, 2019<\/p>

When it comes to behaviour change marketing, the most valuable tool for any behaviour change company<\/a>, alongside a slew of other digital agencies, is social media analytics<\/a>.<\/p>\n

Building social media campaigns is inherently different from advertising in other mediums, simply because you get immediate results on the efficacy of your work.<\/p>\n

But the immediacy of these results is offset by the amount of research and planning required to even get a social media campaign off the ground. Read on if you\u2019d like to learn how to approach using social media as a platform for behaviour change.<\/p>\n

1. Identify The Scope Of Your Campaign<\/h4>\n

\"Internet<\/p>\n

Whether you\u2019re overseeing a public health initiative or operating an eCommerce venture, arguably the most important decision you\u2019ll need to make is regarding the scope of your campaign<\/a>.<\/p>\n

It\u2019s recommended that you identify your scope as soon as possible in order to greatly simplify the rest of this process.<\/p>\n

In other words, your first step is to decide who you\u2019re going to speaking to before you move on to what you\u2019re going to be saying.<\/p>\n

If you have a clear understanding of your target audience<\/a> and primary demographics, setting the specific tone of your message and establishing the desired behavioural outcomes becomes child\u2019s play.<\/p>\n

2. Understand The Five Behaviour Basics<\/h4>\n

Now, it\u2019s time to move on to building a foundation for your campaign, which entails chiselling around the marble block that is your scope and forming the crude outlines of your social media campaign.<\/p>\n

This can be achieved by addressing the five pillars of behaviour change marketing<\/a>, these being:<\/p>\n

    \n
  1. Attitude<\/li>\n
  2. Competences<\/li>\n
  3. Environment<\/li>\n
  4. Expectations from the messenger<\/li>\n
  5. Triggers<\/li>\n<\/ol>\n

    Anybody who\u2019s familiar with the five pillars would know that in the formation of any campaign, it\u2019s vital that all five are addressed if you\u2019re looking to adopt a whole-systems approach to ensuring your desired behaviour change is attained.<\/p>\n

    However, you\u2019ll be happy to hear that unlike traditional marketing campaigns, social media marketing does not demand that all of the five pillars be addressed together.<\/p>\n

    In fact, due to the prolific and changeable nature of social media ads, the more small variations of your original message<\/a> you have, the better.<\/p>\n

    This is simply due to the fact that the more variations you post, the higher the likelihood of any single one of those variations being recalled and acted upon by different audience members within your chosen demographic.<\/p>\n

    3. Apply The \u2018New 4Ps\u2019 Of Social Marketing<\/h4>\n

    \"Geofencing<\/p>\n

    It wouldn\u2019t be digital marketing if it didn\u2019t come with multiple sets of the same rule. So you may not be surprised to hear that social media marketing<\/a> does away with traditional marketing\u2019s \u20184Ps\u2019 (price, place, promotion, and product), and have opted to recreate the rule as it pertains to social marketing. These \u2018new 4Ps<\/a>\u2019 are as follows:<\/p>\n

      \n
    1. Population \u2192 what is the impact of the current behaviour on the population?<\/li>\n
    2. Products \u2192 how does the design or marketing of your product or service impact your target audience?<\/li>\n
    3. Place \u2192 where does your audience live, work, and play, and how will these places impact marketing?<\/li>\n
    4. Political Structure \u2192 how does the current political climate impact current behaviour, and what alterations will need to be encouraged in order to attain the desired behaviour change?<\/li>\n<\/ol>\n

      These \u20184Ps\u2019 should act as points of reference which you should continuously revisit during the development and delivery of your campaign. Keeping track of them will allow you to better evaluate the efficacy of your social marketing strategy.<\/p>\n

      Like all forms of marketing, social marketing naturally requires consistent collaboration and evaluation to ensure that your content stays relevant and up-to-date.<\/p>\n

      The particulars of your campaign will also need to be consistently revisited to ensure that its efficacy stays optimal.<\/p>\n

      If you\u2019re willing to put in this extra work, you will be able to reap some powerful results in regards to changing audience behaviour.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Published on November 19th, 2019When it comes to behaviour change marketing, the most valuable tool for any behaviour change company, alongside a slew of other digital agencies, is social media analytics. Building social media campaigns is inherently different from advertising in other mediums, simply because you get immediate results on the efficacy of your work. […]<\/p>\n","protected":false},"author":1,"featured_media":864,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[150,111],"yoast_head":"\nUsing Social Media As A Behaviour Change Platform<\/title>\n<meta name=\"description\" content=\"Read on if you\u2019d like to learn how to approach using social media as a platform for behaviour change.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.newszii.com\/marketing\/behaviour-change-platform\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Social Media As A Behaviour Change Platform\" \/>\n<meta property=\"og:description\" content=\"Read on if you\u2019d like to learn how to approach using social media as a platform for 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