Social marketing: advancing a new planning framework to guide programmes

Abstract

Purpose This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES). Design/methodology/approach The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches. Findings The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms. Research limitations/implications The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources. Originality/value This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.

Online reach and engagement of a child nutrition peer-education program (PICNIC): insights from social media and web analytics

“…Finally, analytics can help describe users’ behaviours on a platform and their interactions with the content but cannot be used to understand the ‘why’. Therefore, the results from this study will be used as a ‘piece in the puzzle’, considered together with qualitative findings from the PAR process [ 16 ] and interpretation of the PICNIC intervention outcomes to better understand the mechanisms of impact [ 35 , 36 ].…”

“…In addition to PICNIC specific recommendations, this table provides general considerations for using web and social media analytics that is applicable to any type of online health intervention that includes a planned social media component. We have also been guided by useful recommendations of others about online recruitment [ 58 ], the methodological and ethical consideration of using a website and/or social networks for health promotion or behaviour change interventions [ 22 , 25 , 37 , 55 , 68 , 69 ], and the application of social marketing principles [ 35 , 70 ]. Despite challenges, web and social media analytics can provide useful insights into intervention program content and strategy improvements.…”

“…This evaluation is an important aspect of the PICNIC PAR process, facilitating adjustment of the social media content for optimal alignment with end-users’ needs [ 16 ]. According to the newly described CSD-IES social marketing planning framework, the evaluation stage is important for understanding reach and efficiency of an implemented program, and should be used as part of an iterative process towards sustainability and behaviour change [ 35 ]. In the present study we focused on the growth and reach of the program online (i.e., number of people that encounter the intervention on social media and the website; who; when; and how), as well as their interaction and engagement (i.e., post likes/shares/comments/clicks, website page views etc.)…”

“…Social media algorithms determine which posts are shown to whom in their News Feed, presenting challenges when trying to disseminate content, especially organic (non-paid), through these platforms [ 33 , 34 ]. Therefore, online interventions need to be co-developed with end-users and evaluated continuously (both subjectively and objectively) to understand program success and identify opportunities for improvement [ 35 – 37 ].…”

BUILD: a five-step process to develop theory-driven social marketing interventions

“…There are numerous social marketing frameworks and processes for the development, implementation and evaluation of social marketing programs (Rundle-Thiele et al , 2021; French and Russell-Bennett, 2015; French and Blair-Stevens, 2006; Akbar et al , 2021). The most recently developed process to apply social marketing principles to marketing programs is the CBE process (Rundle-Thiele et al , 2021).…”