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Social marketing planning process

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How to develop a Social Marketing plan?

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Social marketing planning process

  1. 1. Strategic Marketing Planning Process Dr. Samir Al-Alfy Senior Communication Advisor JHU/CCP February 2010 [email_address]
  2. 2. Traditional planning models rely too much on tactical interventions and too little on strategy needed to sustain long-term change. In social marketing, consumer research provides the gene pool and strategy serves as the DNA structure needed to bring that information to life. -Carol Bryant University of South Florida
  3. 3. “ A logical process to follow when developing a marketing plan- whether for a for-profit corporation, nonprofit organization, or public sector agency” Strategic Marketing Planning Process <ul><li>Why are you doing this? </li></ul><ul><li>Where are you today? </li></ul><ul><li>Where do you want to go? </li></ul><ul><li>How are you going to get there? </li></ul><ul><li>How will you keep on track? </li></ul>
  4. 4. Marketing Concepts ( customer-centered mind-set ) Strategic Marketing Planning Process <ul><li>The Production Concept: widely available & inexpensive </li></ul><ul><li>The Product Concept: build it and they will come </li></ul><ul><li>The selling Concept: selling & promotion efforts </li></ul><ul><li>The Marketing Concept: sense-and-respond </li></ul><ul><li>The Holistic Marketing Concept: </li></ul>- Relationship marketing - Integrated marketing - Internal marketing
  5. 5. Shift in Marketing Management Strategic Marketing Planning Process <ul><li>From Marketing does the marketing to everyone does the marketing </li></ul><ul><li>From organizing by product units to organizing by customer segments </li></ul><ul><li>From building brands through advertising to building brands through performance and integrated communications </li></ul><ul><li>From focusing on profitable transactions to focusing on customer lifetime value </li></ul><ul><li>From being local to being “glocal” </li></ul>
  8. 8. STEPS OF SOCIAL MARKETING PLAN Differences from commercial plans <ul><li>Target markets selected prior to establishing objectives & goals </li></ul><ul><li>Competition isn’t identified in situation analysis </li></ul><ul><li>Goals are the quantifiable measures of the plan </li></ul>
  9. 9. STEPS OF SOCIAL MARKETING PLAN Step 1: Background, Purpose, and Focus What’s the problem? What happened? (Epidemiological, scientific, research data) Purpose statement : reflects the benefit of a successful campaign Focus : to narrow the scope of the plan
  10. 10. STEPS OF SOCIAL MARKETING PLAN Step 2: Conduct Situation Analysis SWOT analysis : S trengths, W eaknesses, O pportunities, T hreats Review existing: <ul><li>Health & demographic data </li></ul><ul><li>Survey results </li></ul><ul><li>Study findings </li></ul><ul><li>Any available data </li></ul><ul><li>Past or similar efforts </li></ul>Internal Factors External Factors
  11. 11. STEPS OF SOCIAL MARKETING PLAN Step 3: Select Target Markets <ul><li>Geographic, demographic, economic, and social factors. </li></ul><ul><li>Knowledge, attitudes, practices, and advocacy. </li></ul><ul><li>Community variables. </li></ul><ul><li>Mass media exposure. </li></ul>Look for: 1- Segmentation: 2- Evaluate Segments: 3- Targeting: 1ry Target Audiences 2ry Target Audiences Profile : Prepare an audience profile.
  12. 12. STEPS OF SOCIAL MARKETING PLAN Step 4: Objectives & Goals <ul><li>Behavior Objectives: </li></ul><ul><li>Behavior to do, Accept, Reject, Modify, Abandon </li></ul><ul><li>Knowledge Objectives : Information, facts </li></ul><ul><li>Belief Objectives : feelings, attitude </li></ul>SMART Objectives محدده لفترة زمنية T ime bound واقعية R ealistic ملائمة A ppropriate قابلة للقياس M easurable محددة S pecific
  13. 13. STEPS OF SOCIAL MARKETING PLAN Step 5: Competition, Barriers & Motivators What target market is currently doing or prefer to do (competition) What real and/or perceived barriers to the desired behavior What would motivate them to “buy” it. Step 6: Positioning How you want your target audience to see the behavior you want them to buy – relative to competing behavior. Branding
  14. 14. STEPS OF SOCIAL MARKETING PLAN Step 7: Marketing Mix (4Ps) Product: Core Product : Benefits of desired behavior Actual Product : desired behavior Augmented product : additional tangible objects/services Price: monetary costs, incentives, disincentives nonmonetary incentives, disincentives Place: your delivery system or distribution channel Promotion: Communication Strategy messages, messengers, communication channels. + Logos, Slogans, Taglines
  15. 15. STEPS OF SOCIAL MARKETING PLAN Step 8: Plan for Monitoring & Evaluation Measures will be used to evaluate the success of your effort Desired levels of changes in behavior, knowledge, beliefs Categories of evaluation: Output : measures campaign activities Outcome : target market responses & changes in knowledge, beliefs, behavior Impact : contribution to the plan purpose
  16. 16. STEPS OF SOCIAL MARKETING PLAN Step 9: Budget & Funding Sources Step 10: Implementation Plan Final budget delineating secured funding sources & reflecting any contributions from partners. Who will do what , when , for how much <ul><li>Marketing activities (outputs) </li></ul><ul><li>Responsibilities </li></ul><ul><li>Time frames </li></ul><ul><li>Budgets </li></ul>
  17. 17. STEPS OF SOCIAL MARKETING PLAN Marketing Research