How to incorporate psychology into your comms strategy | Psychology of communications conference | 28 June 2018
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Kate Brennan-Rhodes, senior planner, 23red Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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How to incorporate psychology into your comms strategy | Psychology of communications conference | 28 June 2018
- 1. How to incorporate psychology into your comms strategy Kate Brennan-Rhodes Senior Planner, 23red @kate_brennan
- 2. My experience on a slide
- 3. My experience on a slide
- 6. … but not-so-brilliant with behaviour
- 7. The mistakes we make Source: Kelly and Barker, 2016 It’s just common sense
- 8. The mistakes we make Source: Kelly and Barker, 2016 It’s about getting the message across
- 9. The mistakes we make Source: Kelly and Barker, 2016 Knowledge drives behaviour
- 10. The mistakes we make Source: Kelly and Barker, 2016 People act rationally
- 11. The mistakes we make Source: Kelly and Barker, 2016 People act irrationally
- 12. The mistakes we make Source: Kelly and Barker, 2016 We can accurately predict behaviour
- 13. Yes, information is part of the process (In fact, it’s a vital component) Image source: Flickr
- 14. But do we want to make components or create change? + Image source: Flickr
- 15. Some tools for the job Image source: Flickr
- 16. What we'll cover in the next 30 mins Strategy Tactics Know what you want to achieve Get specific about behaviours Pick a winnable battle Test, test, test Design a journey, not just a comm Emotion + Motivation + Solution
- 17. Strategy Tactics Know what you want to achieve Get specific about behaviours Pick a winnable battle Test, test, test Design a journey Tap into motivations
- 18. Common-sense thinking Vision A world where everyone who wants to own their own home can buy one Millennials are struggling to get on the housing ladder Issue Make millennials aware that they should be saving more for their deposit Comms strategy
- 19. This sequence make sense, right? Vision A world where everyone who wants to own their own home can buy one Millennials are struggling to get on the housing ladder Issue Make millennials aware that they should be saving more for their deposit Comms strategy
- 20. But does it work the other way? Vision A world where everyone who wants to own their own home can buy one Millennials are struggling to get on the housing ladder Issue Make millennials aware that they should be saving more for their deposit Comms strategy
- 21. No it does not Vision A world where everyone who wants to own their own home can buy one Millennials are struggling to get on the housing ladder Issue Make millennials aware that they should be saving more for their deposit Comms strategy X
- 22. Image source: Elle online
- 23. Being aware that you ‘should’ be saving more doesn’t help unless you are able to do it Image source: Elle online
- 24. Being aware that you ‘should’ be saving more doesn’t help unless you are able to do it There are lots of barriers to saving and few drivers Image source: Elle online
- 25. … and we’re sick to death of being told that we’re destroying our chances of ever buying a house because we eat too much avo toast Being aware that you ‘should’ be saving more doesn’t help unless you are able to do it There are lots of barriers to saving and few drivers Image source: Elle online
- 26. Interrogate your strategy before you commit to it • Why aren’t millennials saving enough? • What’s stopping them? • What would help them? • How will our strategy help millennials save more? • What might they say?
- 27. Strategy Tactics Know what you want to achieve Get specific about behaviours Pick a winnable battle Test, test, test Design a journey Tap into motivations
- 28. Two things to remember 1 2 Behaviour doesn’t occur in a vacuum Behaviours rarely occur in isolation
- 30. Use models like Com-B to help clarify behaviours Michie, Strachan & West (2011)
- 31. Elements of Com-B Capability Psychological: comprehension, reasoning Physical: stamina, skill The factors that lie outside an individual Physical: Environment, infrastructure Social: Norms, culture Opportunity Brain processes that energize and direct behavior E.g. goal setting, planning, impulses Motivation Michie, Strachan & West (2011)
- 32. An example THINK! – Think bike, think biker
- 33. How THINK! might have used the COM-B Motorists don’t see bikers…
- 34. How THINK! might have used the COM-B Motorists don’t see bikers… …when driving on the road
- 35. How THINK! might have used the COM-B Motorists don’t see bikers… …when driving on the road Humanise bikers in the minds of motorists
- 36. Resources to help Visit behaviourchangewheel.com
- 37. Motivation + Solution Strategy Tactics Know what you want to achieve Get specific about behaviours Pick a winnable battle Test, test, test Design a journey
- 39. An example of picking a winnable battle Source: WARC
- 40. The real competition… Is it your GP…. Or Dr Google? Image source: Flickr, Case study Source: WARC
- 42. Strategy Tactics Know what you want to achieve Get specific about behaviours Pick a winnable battle Test, test, test Design a journey Emotion + Motivation + Solution
- 43. Don’t fall into the emotional vs rational trap
- 44. Don’t fall into the emotional vs rational trap Because we are both. At the same time.
- 45. Components of effective ads MotivationEmotion Solution Create or boost the sense of there being a ‘job to be done’ Tap into our goal-oriented tendencies Helps deliver a message more effectively by making it more attention-grabbing, memorable & sharable Show how your organization can help your audience do that job + + Source: Phil Barden, Admap
- 46. How John Lewis does it… Source: Phil Barden, Admap MotivationEmotion Solution Make your loved ones happy this Christmas… Cuddly characters, kids & sweet stories …with John Lewis’s range of thoughtful gifts + +
- 47. Strategy Tactics Know what you want to achieve Get specific about behaviours Pick a winnable battle Test, test, test Design a journey, not a comm Emotion + Motivation + Solution
- 48. How long does it take to form a habit?
- 49. It takes time to form a habit… 18-254 days Source: Lally et al, 2010
- 50. It takes time to build a habit… 18-254 days (median 66) Source: Lally et al, 2010
- 52. Identifying and applying behavior change techniques • The BCT Taxonomy is another tool from UCL • 93 different Behaviour Change Techniques • A go-to for evidence based ideas
- 53. But one size does not fit all A recent meta-analysis of BCTs used in low SES groups found… = One type of intervention does not fit all behaviours Source: Bull, McCleary, Dombrowski, Johnston (2016) Eating ✓ Personal contact ✓ Targeting multiple behaviors ✓ Self-monitoring ☹️Feedback ☹️Prompts & Cues Physical activity ✓ Delivery at home ✓ Focus on PA only ✓ Info on antecedents Effective Not effective
- 54. Strategy Tactics Know what you want to achieve Get specific about behaviours Pick a winnable battle Test, test, test Design a journey Emotion + Motivation + Solution
- 55. There are no guarantees in behaviour change ‘The main lesson from our trial is the need to continue rigorously testing which interventions work and which do not, including any unintended effects they may have’ Source: Behavioral Insights Team
- 56. Test, test, test • We all know we should be doing more of this… • How can you make it happen in your organization? • Start with quick wins, such as email subject lines or landing page variations
- 57. & one more thing…
- 58. Don’t forget the pleasure principle Humans seek pleasure and avoid pain
- 59. Don’t forget the pleasure principle Humans seek pleasure and avoid pain Learning for us = avoid joylessness
- 60. ‘The thing that well-to-do food experts will never truly get is that, for millions of people, life is very hard and, via a million tiny ingrained cerebral signifiers, processed food is very cheering. You know these brands and they know you. They are our friends, even if they may be trying to kill us.’ Grace Dent, the Guardian
- 62. Be funny Dumb Ways to Die
- 63. Thank you – any questions? Kate.brennanrhodes@23red.com @kate_brennan Kate Brennan-Rhodes, 23red
- 64. Psychology of communications - tools from the Behavioural Sciences 28 June 2018 London #CCPsychComms
- 65. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk