Social Marketing Definition – What Is Social Marketing
Social Marketing Definition – What Is Social Marketing – What is the definition of Social Marketing? social marketing definition – Recent search : social marketing definition philip kotler, social marketing definition of social in english. What is SOCIAL MARKETING? What does SOCIAL MARKETING mean? SOCIAL MARKETING meaning – SOCIAL MARKETING definition – SOCIAL MARKETING explanation . Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. It seeks to integrate research best practice theory audience and partnership insight to inform the delivery of competition sensitive and segmented social change programs that are effective efficient equitable and sustainable. Although “social marketing” is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals this is an oversimplification. The primary aim of social marketing is “social good” while in “commercial marketing” the aim is primarily “financial”. This does not mean that commercial marketers can not contribute to achievement of social good. Increasingly social marketing is being described as having “two parents”a “social parent” including social science and social policy approaches and a “marketing parent” including commercial and public sector marketing approaches. Recent years have also witnessed a broader focus in social marketing beyond the influences on and changing individual behaviour to socio-cultural and structural influences on social issues. Consequently social marketing scholars are beginning to advocate for a broader definition of social marketing beyond behavioural change which is equally concerned with the effects (efficiency and effectiveness) and the process (equity fairness and sustainability) of social marketing programs. Social marketing uses the benefits of doing social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its “primary focus on social good and it is not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing. Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims. This can be very important but should not be confused with social marketing where the focus is on achieving specific behavioral goals with specific audiences in relation to topics relevant to social good (e.g. health sustainability recycling etc.). For example a 3-month marketing campaign to encourage people to get a H1N1 vaccine is more tactical in nature and should not be considered social marketing. A campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they’re supposed to encourages a long-term behavior change that benefits society. It can therefore be considered social marketing. As the dividing lines are rarely clear it is important not to confuse social marketing with commercial marketing. A commercial marketer selling a product may only seek to influence a buyer to make a product purchase. Social marketersdealing with goals such as reducing cigarette smoking or encouraging condom usehave more difficult goals: to make potentially difficult and long-term behavioral change in target populations. It is sometimes felt that social marketing is restricted to a particular spectrum of clientthe non-profit organization the health services group the government agency. These often are the clients of social marketing agencies but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations; it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing. Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that social marketing uses commercial marketing theories tools and techniques to social issues. Social marketing applies a “customer oriented” approach and uses the concepts and tools used by commercial marketers in pursuit of social goals like anti-smoking campaigns or fund raising for NGOs. Social marketers must create competitive advantage by constantly adapting to and instigating change. With climate change in mind adaptations to market changes are likely to be more successful if actions are guided by knowledge of the forces shaping market behaviours and insights that enable the development of sustainable competitive advantages.
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As a marketer disguised as a consumer, I enjoy being actively solicited. I can’t tell you how many hundreds of friend requests I’ve received over the years via MySpace, Facebook and Twitter. What I can tell you is how many I’ve accepted – 3. Most of these were businesses reaching out in an attempt to introduce me to their products and yes, this does include bands. I consider musicians to be business owners with a product that needs to be sold just like anything else. I accept those 3 solicitations from a local cake decorator, a band from California and a fellow marketer. Maybe I am someone who critiques more difficultly then others because of my career but I would like to share with you the reasons I choose to accept these solicitations because I think it may help business sway their pathetic attempts at social networking in a more profitable direction.
When I was first confronted by a personalized friend request on MySpace from a local cake decorator, I was intrigued. The first reason I didn’t automatically click the “block” button was because it was something new, something I hadn’t seen before – a cake decorator who owned her own business reaching out to the local community, I was impressed to say the least. The second was because she sent a personalized message with the request, it said: “Hello, my name is [Name Here] and I decorate cakes. There is always a birthday, wedding or anniversary so I thought you would like to add me in case you should ever need a cake!” You can’t beat that message, you really can’t. I enjoyed its simplicity and how genuine it sounded. The third reason I accepted was because her picture wasn’t something obnoxious and distracting, it was a candid image of one of her best custom cakes. Maybe it was my passion to support local small businesses, the fact that the request was so refreshing or that she doesn’t SPAM bulletins or messages or status updates. That will get someone deleted quickly and I will get into that in my third and final example below.
If you (as a consumer) have a MySpace or Facebook – I can almost guarantee that you’ve been friend (fan) requested by a band at least once. These are some of the most struggling young individuals who actually know a lot about the different websites to join and how to send requests for better exposure but have absolutely no idea what they are up against. There are thousands, maybe hundreds of thousands of bands sending SPAMED requests each day – so what set this band apart from the rest and spiked my interest enough to accept their plea? Most of the examples of things I appreciated about the requests will run common through my three “acceptance” examples because they are all just proper conduct when sending a request.
The first thing I noticed about this band that made them different was their default picture. It wasn’t of flaming skulls or weird cryptic text written in blood, it did not contain weird cult-like images of cows being sacrificed or the typically image of a red rose – it was candid image of their band and it wasn’t professionally taken. The second thing and final thing that caught my attention was that they set the music player on their page to only play when you clicked play. Who here has visited a MySpace page before and been blasted by music? We all have. This showed me that they didn’t want to push their music on me and that they wanted me to make the first move. I browsed their images and read the short about me and clicked the Play button. The music wasn’t necessarily what I typically enjoy but I accepted the friend request and have started to listen to their music – and that’s what’s most important.
The third and final example of a business that I decided to accept a request from came via Twitter. Unfortunately, businesses are trying way too hard to force themselves into networking these days and Twitter is a terrible place to learn network etiquette. The way businesses treat a tweet-relationship is a terrible, terrible way to gain market share. I was recently ‘followed’ by a company that specializes in marketing and PR. At first, I felt that they simply aligned my interests with their own and sent the request, so I didn’t reciprocate the request by following them. However, when I had a few moments I looked over their recent tweets and found a few things that I enjoyed.
This company posted very useful, industry related information and links in their tweets and didn’t use their Twitter account to SPAM information or sales about their own organization. This is a common fault with businesses and Twitter – no one cares that you are the self-proclaimed experts in the field. I accepted this request because they posted short and useful tweets that also included brief updates about the new relationships they forge with clients. These are examples of ‘ok’ tweets. Finally, I noticed something else and this is very important. I looked at their following to followers ratio. About 50% of the people they are following follow them in return. This is an awesome ratio for a business and I was quickly impressed. You are always tipped off when the ratio is 17,385 following / 123 followed.
So what can you as a business do to improve your chances of being accepted in the online social networking world? It’s actually quite simple. Here are three rules to get started:
1 – DO NOT SPAM – This includes friend requests, bulletins, messages, status updates, tweets and referral requests.
2 – KEEP IT PERSONAL – When sending a request treat it very professionally but try to add a personal message, keep it short and to the point.
3 – DON’T TWEET NONSENSE – Consumers will quickly identify a tweeter who posts things that have no value and do it every few minutes.
Mega-corporations like Bank of America are starting to adapt to the sensitivity of social networking with their clients. In this case, it can become more harmful then helpful should you begin to bother your current customers. Small businesses seem to have jumped right into their efforts to network sometimes do not have the guidance to engage these methods properly just yet. You can quickly expand your online portfolio if you follow just a few simple steps (some listed above) and do so at a careful pace. I encourage business owners, especially small business owners to do some research and test it out personally before plastering their company names in front of everyone. Learn the programs, language and techniques first and lastly – have fun! Enjoy this opportunity, it will help you make it more personal!
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