What i

s socia

l mark

eting?

Social marketing has been defined as : the application of commercial marketing

technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society .

Social marketing was formally launched in the 1970s

Searched for an identity in the 1980s

Had found a unique niche by the 1990s.

By 2000, social marketing was considered an established field; it now continues to grow and evolve.

History of social marketing

Social Marketing Planning Process

1. Analyze the social marketing environment.

2. Select target audience.

3. Set goals and objective.

4. Understanding the target audience and the competition

5. Determine Strategies – P’s-Product, Price, Place and Promotion

What does the social marketing mix look like, and how is it different from the Four Ps that commercial

marketers use?

product

The social marketing product is not usually a tangible item.

Generally, social marketers are selling a particular behavior.

social marketing behaviors are things that people don't particularly want to do Example( eat more fiber, conserve water and exercises).

To address this issue, use the same tools as commercial marketing to promote the product's benefits based on the target audience's core values. Show them how using the product helps them become the person they want to be

c

May have a monetary cost, the more important price considerations are social and emotional costs.

Emotional costs include the hassle factor of performing the behavior, time, embarrassment, deprivation of something they enjoy or fear of finding a medical problem.

The strategic issue is to figure out how to reduce the price as much as possible.

Place

How will you make the product available? In other words, how and where can people perform the behavior ?

Your potential participants will not go out of their way to look for your messages so you need to go to them and provide the opportunity to easily learn about the product and perform the behavior.

Promo

Promotional approaches for social marketing do not differ much from those used by commercial marketers.

One key difference may lie in the types of target audiences addressed. many are not the types of consumers that a for-profit business would even consider going after; they may be low-income, unable to speak English, difficult to find, and/or uninterested in making any changes in their lives.

Social marketers must be creative in the ways they promote their products to these hard-to-reach populations.

Example of a Social Marketing1. McDonald's

Offers D McDonalds make offer

Everyone bought children meals ,they will give one pound to 57357 hospital

This called social marketing Because McDonalds serve

society

Customers like buying children meals to help cancer hospital

 

2.Breast cancer screening campaign As an example, the marketing mix strategy for a

breast cancer screening campaign for older women might include the following elements:

The product could be any of these three behaviors:1. Getting an annual mammogram,2. Seeing a physician each year for a breast exam3. Performing monthly breast self-exams.

The price of engaging in these behaviors includes :

A. Monetary costs of the mammogram and exam

B. Social and emotional costs are potential discomfort and/or embarrassment, time and even the possibility of actually finding a lump.

1

The place

that these medical and educational services are offered

might be a mobile van, local hospitals and clinics depends on audience requirements.

Promotion

could be done through public service announcements, And community outreach.

.

The Importance of Social Media Marketing

A- Social media marketing is the process of promoting your site or business through social media channels

B- It is a powerful strategy that will get you links, attention and massive amounts of traffic.

C- There is no other low-cost promotional method out there that will easily give you large numbers of visitors, some of whom may come back to your website again and again.

Social Media Marketing