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A mindset shift about social marketing

1) Social marketing has become a buzzword that means different things to different people, creating both opportunities and challenges with lack of shared understanding. 2) Social media tools are now widely used for communicating information and engaging audiences, often with lower budgets than traditional media, but evaluation of social marketing effectiveness remains an area needing more development. 3) For social marketing to be successful, strategies should clarify how social media fits into broader goals and consider social media's role in development, delivery, and evaluation, not just as a delivery mechanism in itself.

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Social Marketing What conversation should we be having? Julie Houston Nitty Gritty Social Marketing Insight and Research June 2 2011
Social marketing has exploded with people using the term to mean quite different things – which is a good and bad thing This presentation is about making mileage from this fact ( and keeping us on our toes)
The buzz word Everyone is keen to apply social marketing It crosses sectors It crosses professional boundaries Takes marketing out the „marketing group‟ control Its dynamic ‘Social Marketing’ is the new ‘hat’
Everyone is a mini expert on ‘social marketing’ plus there are few rules to follow even if you wanted to
Marketers, NFP, Government are backing the trend towards social marketing tools Marketing/comms budgets have switched to social marketing budgets Social marketing managers are being employed Community managers are evolving Greater investment in digital technology and services than before Expect to cost less, gain more
Social marketing tools are now used traditionally Used for communicating news, information and benefits Usually instead of mainstream media With lower budgets Short term cycles Notion of campaign is now evolving into a mini campaign or series of events Source Brainmates
Most are planning to use Social Marketing tools More Source Brainmates
The ‘Media is the Message’ (and the Response) Social Marketing is also taking on the evaluation/feedback role Gauging feedback this way sends a message too Source Brainmates
Social Marketing Tool Evaluation is on the rise Source Brainmates
Social Marketing Social Marketing  Social networking  Behaviour change  Digital  Individual or groups  Online tools (  Mindshifts Twitter, Facebook, Linked  Engagement In, YouTube, Blogs, vlogs)  Media and non media  Youth focus  Community/influencer focus Social Marketing  5Ps  individuals  Comms  Campaigns Different Emphasis = Some Confusion
Communications campaigns Social Good initiatives Behaviour Change Methods Social media Digital applications Online engagement 5Ps of Marketing Leadership Capacity Building In practice, good Social Marketing is multifaceted – social media is just one component for some programs
Stopping/ Engaging Switching Maintaining  Interest • Suggestions  Reminders  Inform • Alternatives  Rewards  Influence • Enforcement Social Marketing is generally concerned with a behavioural continuum
 Suddenly social media has swallowed social marketing  Many approaches are „unproven‟ and may not fit  Does it mean a “down- tools” for other traditional social marketing methods/evaluations? Social media is the ‘tempting’ fruit within the social marketing fruit bowl
This hat doesn’t always fit the original Social Marketing Sometimes a complex level of information/discussion to convey Transience of online information/messages Targeting Individual vs. Group or household? Not „in the moment‟ „Word of mouth‟ rather than „Word of Mouse‟
Trust in networks in decline?
So what does this mean for best practice in ‘contemporary’ social marketing? How should we tread with little shared understanding, language and few shared evaluations?
Basic Questions to ask ourselves as social marketers 1. What is the social marketing strategy trying to achieve (and how does social media fit within it) 2. What would social media offer the social marketing, if anything 3. Could social media develop the SM program (co-creation) rather than deliver it 4. Could social media evaluate the SM program rather than deliver it? 5. Is intended use of social media a means, an end or result area? For e.g. what will 1500 followers deliver? LOTS OF CONSIDERATIONS BEFORE HEADING OUT!
Characteristics when it works:  Seamless  Movements not campaigns  Organic  People powered, not agency run  Owned by community  People-speak (not corporate speak)  Conversation not information Strategic use of social media
 Social media can be used an entry point to achieve better social marketing (behaviour change)  If its all about the social media its probably not going to work in all situations  Learn from social media  Explore the possibilities for numerous roles  Test and evaluate what role is possible  Train and educate staff on the philosophy not just the mechanics Conclusion is Exploit the confusion ! We can have our cake and eat it too
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