The Social Innovation Lab for Kent
eople to change behaviour
eptember 2009 nability and Climate Change Team od House
Agenda for the day: Morning
Afternoon
• Introduction/ Icebreaker
• Channels for change
• Expectations of the day
• Action planning
• Who do we want to influence?
15.00 Break – tea/coffee
• What we say vs. what we really do
• Reflection
• Why do we do what we do?
31 x or pp A
11.15 Break – tea/coffee
• Close
Ice-breaker
Discussion
• What are your expectations of today? • What do you want to achieve?
Our role •Enable •Collaborate •Connect INSIGHT
IDEA
ACTION
SILK methodology Initiate Define the issue and parameters (write the brief)
Create Idea generation – how could we do it? •Customer insight •Motivation •Behaviour change
Test Refine and prototype selected concepts – practical exercises to test what works for you? Define Consolidate idea and prepare for the next stage •Action plan to take forward
Pause for thought
Initiate Discussion in groups • Who are your stakeholders? • What do we know about them? • What questions do we need to answer in this workshop to help you target them?
Create ‘Designing programs or communication plans to affect behaviour requires first to be able to understand why people behave the way they do.’ Using Behavior Change Theory to Communicate Effectively: The Case of Latino Parent Involvement Anne Pollock, Coffman and M. Elena Lopez
Customer Insight What sources of customer insight/ information do we have in KCC that could be used to understand audience better?
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Sources of insight Segmentation Utilisation data Predictive data Front line staff Surveys and consultation Customer journey mapping Correspondence & other contact Usability testing and website analysis Formal and informal contact Engagement and co-design Ethnography
Segmentation - Defra • Identified 12 behaviour goals
• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy
Segmentation - Defra • Identified 12 behaviour goals
• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy
Segmentation - Defra • Identified 12 behaviour goals
• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy
Segmentation - Defra • Identified 12 behaviour goals
• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy
Segmentation - Defra • Identified 12 behaviour goals
• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy
Segmentation - Defra • Identified 12 behaviour goals
• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy
Segmentation - Defra • Identified 12 behaviour goals
• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented Targeting strategy
Break
Motivation What would motivate you to change your behaviour?
Motivation Perception of ability = ‘can’ Perception of influence = ‘control’ internal external
factors
Motivation to recycle Internal - Behaviour is product of individual
No control
Ability
Beyond perceived control of individual
Control Within perceived control of individual
Extent to which someone sees themselves as naturally ‘green’, e.g. ‘I can’t do it so why try?’
Effort Extent to which some is prepared to keep trying – ‘if at first I don’t succeed’ e.g. no local recycling scheme so takes to nearby town
External – Behaviour is product of situation Luck
Extent to which outside factors play a part. e.g. no longer allowed to put glass in waste – have to use separate wheeley bin
Task Difficulty Extent to which task is complicated by situational factors. E.g. size of recycling bin given not big enough for waste
Activity Using the table on the previous slide to understand behaviour – map out the factors for motivation for ‘green’ procurement of items?
Changing behaviour Maintenance Action
Contemplation
Pre -contemplation
i v ahe B eh T AF A” ? w ) o2n991l at e aks ahc or P(
Preparation
Changing behaviour
CULTURAL FEATURES - the behaviours and attitudes considered acceptable in given contexts - eg. relating to sex, gender, drugs, leisure, participation. ETHICAL & SPIRITUAL FEATURES - influence of personal and shared values and discussion about moral systems from which those are derived – can include rituals, religion and rights of passage
Maintenance Action
Preparation Contemplation
Pre -contemplation
LEGAL FEATURES - laws determining what people can do and activities to encourage observance of those laws . POLITICAL FEATURES - systems of governance in which change will have to take place can, for example, limit access to information and involvement in social action. RESOURCE FEATURES - affect what is required to make things happen - covers human, financial and material resources; community knowledge and skills; and items for exchange
i v ahe B eh T AF A” ? w ) o2n991l at e aks ahc or P(
SOCIAL FEATURES - nature of personal relationships; expectations of class, position, age, gender; access to knowledge, information.
8 Factors to influence behaviour 1. Intention
5. Norms
2. Environmental Constraints
6. Self-standards
3. Skills
7. Emotion
4. Attitudes
8. Self-efficacy
Group discussion • How much do you currently know about each of the factors for your target group? • Which of the sources of customer insight from earlier could you use to find out more?
Lunch!
Reflection • How have we met expectations/achievements so far?
Social Marketing: A definition ‘Social marketing is a framework or structure that draws from many other bodies of knowledge such as psychology, sociology, anthropology and communications theory to understand how to influence people’s behaviour’ Kotler and Zaltman, 1971
Social Marketing: A definition ‘...more complex than generic marketing. It involves changing intractable behaviours in complex economic, social and political climates with often very limited resources’ Lefebvre and Flora, 1988
Social Marketing •Know your AUDIENCE •Its about ACTION •There must be an EXCHANGE
The Basics of social marketing: how to use marketing to change behaviour. From the Social Marketing National Excellence Collaborative
‘Channels for change’: A brief guide to marketing 4 P’s
Social Marketing - additional P’s
• Product
• Publics
• Price
• Partnership
• Promotion
• Policy
• Place
• Purse strings
1.
Knowledge
Aha! – Got it!
2.
Relevance
Does it affect me?
3.
Costs and benefits to change
What’s in it for me? Is it worth it?
4.
Barriers to change
Will it be a hassle?
5.
Self efficacy
Do I have what it takes?
6.
Self-image
Does it fit in with who I am and who I want to be?
7.
Norms
Does it fit in with what others like me are doing?
8.
Commitment
Now I’ve started why not do more?
9.
Prompts
That reminds me….
10. Incentives
That makes it rather more attractive a proposition
mor F
10 tips to communicate change
Group discussion •What ways/ methods do you currently use to communicate with people? •How effective are they?
Group Activity: Stakeholders
Stakeholder
Members / Senior mgrs
What is their motivation
What else do we need to know about their motivation
How are we going to find it out?
Current comms
Comms opportunities
Pause for thought
Action planning part 1
Break
Action planning part 2
Reflection • Expectations • What do you want to know more about? • Any questions? • What next?
Thank you Keep in touch For more information or to join our mailing list email: SILK.Team@kent.gov.uk Or come visit us! Room 3.23 Sessions House Telephone - 01622 694 657 www.kent.gov.uk/SILK