Social marketing planning process pdf

The first step in social media campaign planning is determining your audience. Pdf positioning social marketing as a planning process for health. The tool takes you stepbystep through the process, giving you. To create an effective social marketing program, you must understand the problem you are addressing, the audiences you are targeting, and the environment in which the program will operate. It may be used to promote breastfeeding practices in community, hospital, and workplace settings. Behaviour the goal of social marketing is always to change or maintain how people behave not what they think or how aware they are about an issue. This could be your core customer base, or simply a specific segment of your total audience. Health communication planning, execution, and evaluation. While social marketing is flourishing, there appears to be confusion regarding what it is, what it can reasonably do, and how it should be applied to health education. The purpose of this paper is to position social marketing as a systematic planning process similar to those used in health education.

The very first fonnal definition of social marketing was tbat offered by kotler and zaltman in 1971 p. Social marketing is a systematic and strategic planning process that results in an intended practice or program. A market strategy is a plan of action for your entire social marketing program. While acknowledging that planning needs to occur in a comprehensive, integrated manner, it is important that the social component be. To create an effective social marketing program, you must understand the problem you are addressing, the audiences you are targeting, and the environment in.

Typically, the process of marketing planning produces the marketing strategy which is in fact, used to enhance the sales for the business producing it. Jul 18, 2015 02 marketing planning in which certain marketing plans or strategies are developed so that the overall objective of the marketing should be accomplished. Taking stock of your current social media accounts and networks, as well as the number and efficacy of users and owners. So managers focus a lot of their attention on planning and the planning process. The marketing planning process structure discussed above can further be elaborated.

To advance current knowledge, we provide a practical definition and discuss the conceptual underpinnings. There are three core steps to the channel planning process. It provides a concise map for how the project will be conducted. Managing a social marketing campaign might look fairly simplelike youre just putting up more posters to raise awareness of the lead poisoning problem in your community, for example. Social planning committee of council, adoption of various social planning policies, and pursuit of numerous social planning initiatives in accordance with the social planning framework set forth in the 1987 ocp. Designs an evaluation process and sustainability strategy for measuring project outcomes and continuing those outcomes after the end of project funding. Objective determination objectives of the social media marketing plan are the goals that inform ones strategy for what platforms to be on, some of the things that he or she should post and the kind of metrics to track and this is a determination of ones investment returns. There are three core steps to the channelplanning process. The primary problem facing many public sector and nonprofit managers who want to develop a social marketing plan is information overload. I find the social marketing process is a great way to mobilize groups and coalitions around a common goal. This article discusses the 8 steps in a planning process. Goals can focus on foundational activities such as sustainability and partnership growth, or programmatic activities, such as increasing access to services and participation in the system of care. Social marketing complements the publicsector family planning distribution system by utilizing the extensive network of commercial and nongovernmental sector outlets, such as pharmacies, shops, communitybased distributors, private health care providersoutlets, kiosks, and.

Some confusion relates to a perception that social marketing is limited. This tool is based on best practice social marketing principles, and assists in developing, implementing and evaluating an effective social marketing plan. Social marketing is a process that applies marketing principles, tools and techniques to create, communicate and deliver value in order to influence target audience behaviors that benefit society public health, environment. Social marketing seeks to influence and change behaviour to benefit the target audience and society at large. Introduction to social marketing planning page 1 of 84 centre of excellence for public sector marketing introduction to social marketing planning. Social marketing came into being as a separate discipline in the 1970s as a result of the acceptance of environmental approach by the western countries. Social marketing is a systematic and planned process. Marketing planning includes specific, market precise, or companywide policy that describes actions involved in achieving a particular objective that is set within a selected timeframe for the biz. It introduces or reinforces a marketing message while pushing a user to another profile or business site.

Pdf positioning social marketing as a planning process. It introduces or reinforces a marketing message while pushing a. One of your system of care rfa requirements is to develop a social marketing plan that will serve as your. When designing a project, 90% of the work should go into project planning and development and only 10% in the writing of the application. The future of social marketing asian development bank. Dec 25, 2017 the steps in the planning process are such that they lead to the translation of an idea into action by reaching to the state of establishing of sequences of activities. Through a marketing plan, the management can have control in terms of ensuring that the specific activities and strategies that are parts of the marketing plan will be implemented. The applicability of marketing concepts to such social problems is examined in this article. In social marketing, consumer research proides the gene pool and strategv serues as tbe dn,4. A health communication program can take more than a year to develop, particularly if a great deal of. Goals can focus on foundational activities such as sustainability and partnership growth, or programmatic activities, such as increasing access to services and participation in. How to build your social media marketing strategy sprout social.

Social marketing marketing, being a social and managerial process, it must have social environmental approach, unfortunately very few business organisations cared for it. Let us see the eight important steps of the planning process. One of the most important aspects in running a business is to be able to come up with and strategize a good marketing plan. A comprehensive plan will help you reach your program goals and support your expansion and sustainability. Social marketing is a process that applies marketing principles, tools and techniques to create, communicate and deliver value in order to influence target audience behaviors that benefit society public health, environment kotler and lee 2008, social marketing, sage. Social planning is a process for planning social services programs, services, and policies. Most successful social marketing campaigns can be broken down into the following 10. How to create a social media marketing strategy in 8 easy steps. The elements of successful mark eting marketing resear ch within the definition of marketing is the discussion of a process of planning and executing to meet consumer needs. First, the choice of the term social marketing was itself a source. Social marketing is an approach that uses commercial marketing strategies to drive behavior change around a social issue. Andreasen the author argues that social marketing has been defined improperly in much ofthe literature. Social marketing, the use of marketing to design and implement programs to promote socially beneficial behavior change, has grown in popularity and usage within the public health community.

It is a logical, stepbystep process that makes sense. Developing social marketing plan for health promotion. The social marketing wheel found in multiple social marketing resources, including those supported by the u. The planning phase step 1 forms the foundation on which the rest of the process is built. To this end, social marketing too proposes a useful framework for planning, a framework that social marketers can associate with other approaches at a time when global, regional, national. Social marketing is no less than a shift in how you view and run your program or organization. Social marketing not to be confused with social media marketing smm. Social marketing is the design, implementation and control of programs calculated to influenc e th acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing researcb.

If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing. Social marketing made simple social marketing made simple is a lighter version of the cdcynergy. The adoption of strategies used by commercial marketers. For example, if you sell automotive parts, you might create a campaign promoting winter vehicle accessories to followers in snowy areas. Social marketing guide for public health programme. Government agencies engage in largescale development, research, and planning to address social problems. He concludes with suggestions for implications for fitture growth ofthe discipline. The planning function involves the decision of what to do and how it is to be done. Ten steps to developing a compelling social marketing plan are then outlined ones we hope will demonstrate that the process can be simple and efficient and. If a service business wishes to survive and prosper in a competitive environment, it needs to establish a set of marketing goals that explicitly recognizes where the organization is now, where it would like to be, and how it proposes to get from here to there. Social marketing campaigns are those that borrow from commercial marketing techniques for social engagement influencing a target audience to change their social behaviours and to benefit society. Tbis definition proved problematic in several ways. Nowadays, it is important that businesses are able to compete in the market by planning out every single process. Social media plan strategy template content marketing institute.

And it demands continuous monitoring that allows for midcourse corrections. The planning process in general includes three steps. Pdf developing social marketing plan for health promotion. The steps of marketing planning process we are going to discuss almost remains the same for each kind of business with a little amendments according to the scenario, 1. Planning is the first primary function of management that precedes all other functions. Understanding the starting point and including each individual component shown above will make your. Monash marketing business breakfast 2019 at some point in time, salt, gold, crude oil were all highly revered as profitable trading commodities.

In todays world, the highest commodity is personal data yours, mine, ours. Social marketing complements the publicsector family planning distribution system by utilizing the extensive network of commercial and nongovernmental sector outlets, such as pharmacies, shops, communitybased distributors, private health care providersoutlets, kiosks, and community health workers. The allinone social media strategy workbook 3 assess your social media presence before you create a social media marketing plan, its important to conduct a social media audit. Once people saw they worked, they started using them. Ten steps for developing a social marketing campaign prevention. Jun 21, 2016 the marketing planning process structure discussed above can further be elaborated. Traditional planning models rely too much on tactical interventions and too little on strategy needed to sustain longterm change. This can direct the business to the right direction when it comes to successfully getting its marketing goals and aspirations. Chapter steps in the strategic marketing planning process.

Market strategy encompasses the specific target audience segments, the specific desired behavior change goal, the benefits you will offer, and the interventions that will influence or support behavior change. System of care history system of care program goals. Marketing planning process traditional planning models rev too much 011 tactical interuentions and too little on strateg needed to sustain longterm change. See reverse side for detailed descriptions of each step. Social media marketing plan template for word, pdf.