Welcome to class of Social and Social Media Marketing Dr. Satyendra Singh Professor, Marketing and International Business

Difference Between Commercial Marketing –$, customers, products, services…dreams… –Any thing that we can sell Social Marketing –We’ve a cause –Need to change behavior –Why are we so concerned? –Is it not the job of the government? Social Media Marketing –Viral connection in real time –Awareness and fundraising 2

Where is a cause? Art Clubs Charity Animals Religion Education Environment Social benefits Anything that improves individual or society; e.g… –They’re linked 3

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Who’re our Targets/Publics? Political  campaigns… Social cause  safe driving, fire prevention… Charitable  help needy, donation, sick… Government  immigrants, tourists… Private nonprofit  university, museum… Association  improve public image… Individual donor  general public… 9

Type of Competition Desire competition –What desire, e.g. higher education … Generic competition –How to fulfill the desire, e.g. face, online… Form competition –Form of desire, e.g. part-time, weekend… Enterprise competition –AIDA… college, university, cont. education 10

What can Social Marketing Do? Supports mission; does not drive nonprofit orgn. Benefit to the general society The behavior is socially desirable One time vs. continuing behavior change –Low involvement behavior change –Increase self-efficacy –Campaigns are important –High involvement behavior change –Change in perception, values is required –Move to a point where benefits exceeds costs (Take action) –Sufficient rewards to sticking to the behavior 11

The Marketing Process 12

Market Segmentation and the Mix Demographics Psychographics Product Price –Cost +, Cost -, value-based Promotion Place People Process Physical evidence 13

Integrated Marketing Communications (For consistent message and brand image) 14

Media Selection 15

Challenges in Social Marketing Intense public scrutiny  public relations  important Extravagant expectations Influence nonexistent demand Influence negative demand  driving habit Target illiterate audiences  pictures Understand highly sensitive issue  food habits Invisible benefits Benefits to third party 16

Social Media Strategy Engage Listen Respond Learn GOAL: Traffic  Leads  Sales  Publics  Retain  Improve Tracking System: Google Analytics and in all social media 17

Challenges in Social Media Marketing Labor Intensive Low investments, but –can be expensive if not managed labor properly Viral marketing is both positive and negative Video as leverage, but must be motivated Survey, but must be interested Your competitor can sabotage your online campaign… Easy to delete postings If too active, publics are suspicious 18

Marketing Effectiveness Measurement Our aim is to measure –Public awareness, comprehension, attitude Difficult to evaluate –Cannot separate marketing activities from pr activities No of exposures –Column inches, photographs No of enquiries  Survey methodology –Before and after the pr activity Tracking is possible in online social media 19

Questions? 20