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6.9.06

Social marketing revisited

I am indebted to Nedra Kline Weinreich for her take on "Social Marketing" - see previous posts about what I thought it meant. Nedra has come up with a neat definition - two in fact.
One on Social Marketing - which actually aims to make a difference to society and Social Media Marketing - I suppose the stuff that I do. Check out Nedra at Spare Change.

Any way look at the table below:

Social Marketing vs “Social Marketing”

Social Marketing AKA Social Marketing

Definition: The use of marketing techniques to promote the adoption of healthy or pro-social behaviors
Purpose: Changing individual behaviors to improve their own health or well-being, or to help society for the greater good
Who Uses It: Nonprofit organizations, government agencies, other organizations working toward health or social change
Who "Profits": Individuals at risk for a particular health or social problem, those who are likely to adopt positive behaviors to help society
Target Audiences: Individuals or society
Related Fields/Terms: Nonprofit marketing, cause marketing, health marketing
Examples: Verb Campaign, truth Campaign
For More Info: Wikipedia, Squidoo, Social Marketing Wiki

Social Marketing AKA Social Media Marketing
Definition:
Marketing via online tools and platforms that people use to share information with each other, such as blogs, social networking sites, wikis, podcasts and shared media sites
Purpose: Involving consumers in marketing efforts designed to generate positive word of mouth or personal investment in the brand
Who Uses It: Companies or other organizations that want to add an online peer-to-peer or participative component to their marketing
Who "Profits": The organization doing the marketing
Target Audiences: Tech-savvy consumers who are already using social media tools, whether as a creator or consumer of content
Related Fields/Terms: Social media optimization, social network marketing, word of mouth marketing, viral or buzz marketing, citizen marketing
Examples: Snakes on a Plane, Chevy Tahoe (add to that the Artic Monkeys, Lilly Allen etc)
For More Info: Wikipedia, SEOMoz blog, Marketing with Social Media

1 comment:

Simon Collister said...

A good run-down, Ian. Thanks.

If it's what I'm thinking of, the Chevy Tahoe campaign backfired somewhat.

For a good post on social media marketing optimisation see Antony Mayfield: http://open.typepad.com/open/2006/08/the_art_of_bein.html