Design Thinking in Social Marke2ng Campaigns
DESIAP , NCD, Singapore Suthasina Chaolertseree 5 February 2015
Silo effect in the real world is inevitable …
Process Price Promo5on Product
Place
Physical Evidence People
SERVICE MARKETING
7 Ps
Service Marke2ng offers holis2c picture of a business but a decision is s2ll come from top management.
SERVICE DESIGN introduces …
7 Ps
Sequencing the whole journey
Visualisa2on
Itera2on
Holis2c
Co-‐crea2on from all par2es and levels
User-‐centered
An independent state agency according to the Health Promo2on Act 2001 funded by 2% surcharge tax of tobacco & alcohol excise taxes. Spends around $US 100 millions on health promo2ng ac2vi2es a year
Source : h:p://en.thaihealth.or.th/about
To promote ini2a2ve, enthusiasm, coordina2on and mobiliza2on in all sectors to have capability to form a society conducive to good health.
12 Years of service … with many successful and notable campaigns
SOCIAL MARKETING
Instead of trying to sell products or services like commercial marke2ng, Social marke2ng tries to sell ideas, prac2ces and a^tude.
SOCIAL MARKETING … seeks to influence behaviours that benefit individuals and communi2es for the greater social good. -‐ The Interna5onal Social Marke5ng Associa5on
!
…aims at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole. -‐ Na5onal Social Marke5ng Centre, UK
CURRENTLY Acknowledge Thai people to have well-‐being in rela5on of na5on’s healthcare expenditure and country’s manpower.
REALITY Each of us has different preferences and living condi2ons. There is no ‘universal well-‐being prac5ce’. Well-‐being can’t be designed, but we can ‘design for well-‐being’.
NEXT STEP … To assist Thai people to make more ‘informed choices’ to be able to design and manage their own ra5onal life and well-‐being.
SOCIAL MARKETER ROLE Provide right well-‐being understanding and mindset
OPPORTUNITY FOR TRANSFORMATION Elevate strategy and communica2on based on user-‐centered approach
= 400 g. / day
= meat-‐based street foods
= 30 mins / day
= 5ght budget
= 8 glasses / day = 8 hours / day
= 4 hours traffic
= media bombardment
= None = Socialize
EXPLORING SOCIAL MARKETING CHALLENGES
CHALLENGE 1
Complex structure Numbers of par2es and partners
3 Layers of stakeholders MICRO -‐ Social marke2ng unit MESO -‐ Other units in Thai Health MACRO -‐ External stakeholders
CHALLENGE 2 Large scale and wicked issues Commercial marke2ng > covers specific segmenta2on Social marke2ng > covers all segmenta2ons
Age
Income
Gender
Educa2on Marital Status
Geography
Psychographic
Role A^tude
Lifestyle Consump2on
CHALLENGE 2 Large scale and wicked issues Issues are interrelated in non-‐linear manner
Alcohol consump2on control
Financial plan Accidents preven2on
Spiritual health
Youth and family health
Physical ac2vity Healthy ea2ng
Community
Tobacco consump2on control
Specific group of popula2on
CHALLENGE 3 Personal media diet has shifed …
Homogeneous choices Heterogeneous selec2on
CHALLENGE 4 A call for user-‐oriented
Financial Career
Physical
Fragmented communica2on & academic-‐oriented
Spiritual
Intellectual Habitat
Social Life
Community
Feasible,manageable & comprehensive prac2ces
HOW DESIGN THINKING CAN TRANSFORM WORKING PROCESS AND THINKING FRAMEWORK
CURRENT SOCIAL MARKETING CHALLENGEs
Organisa2on level
Issue jus2fica2on
Media plan Key message design
1
Complex structure
2
Large scale & wicked issues
Numbers of par5es & partners
Every life dimensions of 65 Millions people
3
New media diet
Personalised selec5on
4
Call for user-‐oriented
Fragmented com. & Academic-‐oriented
CHALLENGE 1 : Complex structure Lessen silo effect through co-‐crea2on within the team Know each other more, Understand each other more, Carry each other beier
CHALLENGE 1 : Complex structure Approach and collaborate with relevant units Enrich rela2onship, Address each other more precisely, Ini2ate co-‐project
CHALLENGE 2 : Large scale and wicked issues Using BIG DATA to manage the scale and to see a big picture for issue selec2on and strategic plan
Variety, independent & fragmented sources of informa2on To build a central reference of informa2on and research Depict mutual picture of overall situa2on and future projec2on Turn from reac2ve thinking to proac2ve thinking
CHALLENGE 3 : New media diet Trial of net idol and viral marke2ng New media diet leaves us a challenge as well as more direct path to penetrate target audiences
CHALLENGE 4 : Call for user-‐oriented Bringing in audience-‐perspec2ve Turn thinking framework from silo issue to be a holis2c picture of well-‐being
Financial Intellectual Career Physical Spiritual
Habitat Social Life Community
CHALLENGE 4 : Call for user-‐oriented Using small data to design communica2on message Prototyping ‘well-‐being map’ to develop empathy in target group
small data Life dimensions Life in a day Life stage Choice decision making Mo2va2on
CHALLENGE 4 : Call for user-‐oriented Develop empathy in target group with “Daily Journey Map”
ZOOM OUT Daily Journey Map 0
6
12
18
24
& ZOOM IN
TRANSFORMATION TAKES TIME BUT TRANSFORMATION IS POSSIBLE
STATE OF THE NATION of Service Design in Thailand
At a breeding stage in Thailand
SD gains high aien2on especially in tourism, banking, and healthcare industries
The thinking process is well accepted especially in the young genera2on
Need more people to build a SD community
Challenges Organisa2on Readiness SD is not a magic pill
Make people understand their contribu2on that they are an exper2se in their role
Seniority system in some Asian countries, a challenge to build co-‐crea2on across levels
SERVICE DESIGNER ROLE
BRIDGE
SERVICE DESIGNER AS A
BRIDGE ISSUES to visualise and understand causes and effects
BRIDGE PEOPLE to collaborate and co-‐create with each other
BRIDGE SOLUTIONS to make a strategic move
BRIDGE THE TIME of the past with the present to bridge the present with the future
THANK YOU