2. SOCIAL MEDIA MARKETING
Use of marketing principles and techniques to
influence a target audience to voluntarily
accept, reject, modify, or abandon a behavior
for the benefit of individuals, groups, or
society as a whole.
3. • Focus on the "consumer" involves in-depth
research and constant re-evaluation of
every aspect of the program.
• Research and evaluation together form the
very cornerstone of the social marketing
process.
• Like commercial marketing, the primary
focus is on the consumer--on learning what
people want and need rather than trying to
persuade them to buy what we happen to
be producing.
5. i was born like this
/ 1950- India started family campaigns
/ 1970- Sweden introduced to turn itself into a nation
of non smoker and non drinkers
/ Australian Gov. started with “wear your seat belt”
/ 1980- World Bank and WHO started using this
techniques for their benefits
7. Numbers to prove:
/ 85 % likely to switch from one brand to another
/ 86 % considered company social or environmental
commitment when recommending product and also
during their own need
/ 87 % decided where to work too with the above
mentioned facets
/ 86 % were of the fact that the company showcase
positive image when involved in a social or
environmental cause
Source: 2010 Cone Cause Evolution Study
8. The benefits
/ Build Brand Awarness
/ Enhance Brand Image
/ Establisg Brand Credibility
/ Evoke Brand Feeling
/ Create sense of brand community
/ Ecilit Brand Engagement
!!! Mostly created interest in civic minded customer
Source: Cone Cause Evolution Study
9. The important Funda . . .
There is always a triple bottom line –
People, Planet and Profit wherein the
people part of the equation must come
first.
Lifebouy takes many initiative in this genre
10. Marketing Memo
/ Select a focus area which align with your
mission. Goals and org
/ Evaluate institute WILL and resource
/ Analyze competitors
/ Choose partners CAREFULLY
/ Namakaran
/ Create sustainable effective program
/ Bring program to life
/ Communicate
/ Innovate
- These programmes are complex and take time with required phase
programs and actions
11. Soft Sell Approach
Nike’s alliance with
Lance Armstrong
Foundation for
cancer research
sold over 8000
million bands
12. Additional Social Marketing "P’s
Publics
Social marketers often have many
different audiences that their
program has to address in order to
be successful. "Publics" refers to both
the external and internal groups
involved in the program
Partnership
Social and health issues are often
so complex that one agency can't
make a dent by itself. You need
to team up with other
organizations in the community to
really be effective
13. Policy
Social marketing programs can do
well in motivating individual behavior
change, but that is difficult to
sustain unless the environment
they're in supports that change for
the long run
purse string
Most organizations that develop
social marketing programs operate
through funds provided by sources
such as foundations, governmental
grants or donations
14. HOW TO MANAGE A SOCIAL MARKETING CAMPAING
• Defining and understanding: the problem, your goals,
your target audience, and what they think about the
problem
• Choosing strategies: Brainstorming possible strategies,
choosing those which are most appropriate, designing
messages, and pretesting your ideas
• Implementing and evaluating your work
• Do it all over forever
15. • Managing an effective social marketing
campaign takes a lot of thought, resources,
and elbow work.
• Social marketing is no less than a shift in
how you view and run your program or
organization. It can be a very effective
approach, but it's one with many details to
consider.
