Welcome to class of

Social and Social Media Marketing

Dr. Satyendra SinghProfessor, Marketing and International Business

www.uwinnipeg.ca/~ssingh5

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

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Where is a cause?

• Art• Clubs• Charity• Animals• Religion• Education• Environment• Social benefits• Anything that improves individual or society; e.g…

– They’re linked

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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…

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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

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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

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The Marketing Process

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Market Segmentation and the Mix• Demographics• Psychographics• Product• Price

– Cost +, Cost -, value-based

• Promotion• Place• People• Process• Physical evidence

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

Media Selection

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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

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Social Media Strategy

EngageEngage

ListenListen

RespondRespond

LearnLearn

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

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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 media19

Questions?

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