Mhike J. So   - KPS & JESCOMEAO- <ul><li>Bridging the Digital Divide:    Social Marketing Applied </li></ul>
 
Introducing Taiwan… <ul><li>Land Area – 35,801 km2  </li></ul><ul><li>13, 822.8 sq. mi. </li></ul><ul><li>Population – 30 ...
Religion <ul><li>93% - Buddhism, Confucianism & Taoism </li></ul><ul><li>4.5% - Christianity (Protestants, Catholics, Latt...
Internet users <ul><li>15.8 M as of Jan 3, 2009 = 69% </li></ul><ul><li>-Taiwan Network Info Center- </li></ul>
Taiwan Migrant Stat Jan. 2010 <ul><li>353,805  </li></ul><ul><li>- Indonesians as the largest in number - Vietnamese  - Fi...
Social Marketing background <ul><li>Social Marketing (SM) was “born” as a discipline in the 1970’s….  </li></ul><ul><li>wh...
What is Social Marketing? <ul><li>Kotler and Andreasen defined SM as: </li></ul><ul><li>“ differing from other areas of ma...
What is Social Marketing? <ul><li>In a book Social Marketing published by SIGNIS Asia,Conrad Saldana referred to </li></ul...
What is Social Marketing? <ul><li>SM seeks  to influence social behaviors   </li></ul><ul><li>not to benefit the marketer ...
3 STAGES of Social Marketing <ul><li>Pre SM Stage </li></ul><ul><li>SM Stage </li></ul><ul><li>Post SM Stage </li></ul>
PRE-SM STAGE <ul><li>Need analysis </li></ul><ul><li>Know the consumers/users </li></ul><ul><li>Create the Need </li></ul>...
SM STAGE (4 Ps + 1) <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>...
1 st  P <ul><li>PRODUCT  </li></ul><ul><li>refers to benefits that a recommended behaviour offers to the target audience. ...
2 ND  P <ul><li>PRICE </li></ul><ul><li>the cost that the target audience perceives it will have to pay when undertaking t...
3 rd  P <ul><li>PLACE  </li></ul><ul><li>Convenient venue and easily accessible. </li></ul><ul><li>Right time, occasion an...
 
4 th  P <ul><li>Promotion </li></ul><ul><li>refers to communicating about and urging the behaviors with a variety of messa...
 
5 th  P <ul><li>Permission  </li></ul>
POST Social Marketing STAGE <ul><li>Evaluate </li></ul><ul><li>Evolve </li></ul>
 
First Class Conducted <ul><li>Basic Module – July 17, 24, 31, 2005 </li></ul><ul><li>9 participants enrolled </li></ul><ul...
New developments… <ul><li>Another IT team in Hsinchu was created in 2008 from generous donations of used computers. </li><...
Further developments…. <ul><li>Surplus donations also went to: </li></ul><ul><li>Seminaries abroad </li></ul><ul><li>Prima...
 
Success Story <ul><li>Marita’s interview - DVD </li></ul>
 
Some personal observations… <ul><li>Long term process </li></ul><ul><li>Patience and Dedication </li></ul><ul><li>Media ex...
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Bridging the Digital Divide: Social Marketing Applied

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Bridging the Digital Divide: Social Marketing Applied

  1. 2. Mhike J. So - KPS & JESCOMEAO- <ul><li>Bridging the Digital Divide: Social Marketing Applied </li></ul>
  2. 4. Introducing Taiwan… <ul><li>Land Area – 35,801 km2 </li></ul><ul><li>13, 822.8 sq. mi. </li></ul><ul><li>Population – 30 M (2010 estimate) </li></ul>
  3. 5. Religion <ul><li>93% - Buddhism, Confucianism & Taoism </li></ul><ul><li>4.5% - Christianity (Protestants, Catholics, Latter-day Saints & non-denominational Christian groups </li></ul><ul><li>2.5% - others (Islam, etc…) </li></ul>
  4. 6. Internet users <ul><li>15.8 M as of Jan 3, 2009 = 69% </li></ul><ul><li>-Taiwan Network Info Center- </li></ul>
  5. 7. Taiwan Migrant Stat Jan. 2010 <ul><li>353,805 </li></ul><ul><li>- Indonesians as the largest in number - Vietnamese - Filipinos - Thais </li></ul>
  6. 8. Social Marketing background <ul><li>Social Marketing (SM) was “born” as a discipline in the 1970’s…. </li></ul><ul><li>when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers </li></ul><ul><li>could be used to “sell” ideas, attitudes and behaviors. </li></ul>
  7. 9. What is Social Marketing? <ul><li>Kotler and Andreasen defined SM as: </li></ul><ul><li>“ differing from other areas of marketing only with respect to the objectives of the marketer, and his or her organization. </li></ul>
  8. 10. What is Social Marketing? <ul><li>In a book Social Marketing published by SIGNIS Asia,Conrad Saldana referred to </li></ul><ul><li>“ social marketing’s intention to produce change which involves influencing the attitudes, beliefs and behaviors of individuals or organizations for a social benefit.” </li></ul>
  9. 11. What is Social Marketing? <ul><li>SM seeks to influence social behaviors </li></ul><ul><li>not to benefit the marketer </li></ul><ul><li>but to benefit the target audience and the general society. </li></ul>
  10. 12. 3 STAGES of Social Marketing <ul><li>Pre SM Stage </li></ul><ul><li>SM Stage </li></ul><ul><li>Post SM Stage </li></ul>
  11. 13. PRE-SM STAGE <ul><li>Need analysis </li></ul><ul><li>Know the consumers/users </li></ul><ul><li>Create the Need </li></ul><ul><li>Study & Understand Market </li></ul><ul><li>Look beyond </li></ul><ul><li>Give a thought </li></ul>
  12. 14. SM STAGE (4 Ps + 1) <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>P </li></ul>
  13. 15. 1 st P <ul><li>PRODUCT </li></ul><ul><li>refers to benefits that a recommended behaviour offers to the target audience. </li></ul>
  14. 16. 2 ND P <ul><li>PRICE </li></ul><ul><li>the cost that the target audience perceives it will have to pay when undertaking the behaviors. </li></ul><ul><li>i.e (monetary, psychological and sociological costs as well as the cost of foregone alternatives, e.g. continuing present behaviors.) </li></ul>
  15. 17. 3 rd P <ul><li>PLACE </li></ul><ul><li>Convenient venue and easily accessible. </li></ul><ul><li>Right time, occasion and season. </li></ul>
  16. 19. 4 th P <ul><li>Promotion </li></ul><ul><li>refers to communicating about and urging the behaviors with a variety of messages, </li></ul><ul><li>including visual images, sent through a variety of channels including the mobile phone and internet. </li></ul>
  17. 21. 5 th P <ul><li>Permission </li></ul>
  18. 22. POST Social Marketing STAGE <ul><li>Evaluate </li></ul><ul><li>Evolve </li></ul>
  19. 24. First Class Conducted <ul><li>Basic Module – July 17, 24, 31, 2005 </li></ul><ul><li>9 participants enrolled </li></ul><ul><li>2 participants attended first class only </li></ul><ul><li>1 absent 2 nd Sunday </li></ul><ul><li>1 absent 3 rd Sunday……why? </li></ul>
  20. 25. New developments… <ul><li>Another IT team in Hsinchu was created in 2008 from generous donations of used computers. </li></ul><ul><li>(Video clip) </li></ul>
  21. 26. Further developments…. <ul><li>Surplus donations also went to: </li></ul><ul><li>Seminaries abroad </li></ul><ul><li>Primary schools </li></ul><ul><li>Parishes </li></ul><ul><li>Aborigines </li></ul>
  22. 28. Success Story <ul><li>Marita’s interview - DVD </li></ul>
  23. 30. Some personal observations… <ul><li>Long term process </li></ul><ul><li>Patience and Dedication </li></ul><ul><li>Media exposure </li></ul><ul><li>Adapt </li></ul><ul><li>Try new tricks/Experiment </li></ul><ul><li>Reflect </li></ul><ul><li>( video ) </li></ul>

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