What is Social Marketing?

Social Marketing is the application of commercial marketing tools in conjunction with deep individual/community behavioural knowledge and analysis to improve social well-being by changing attitudes and actions in regard to a product, a concept, a societal issue or a political idea. Social marketing and communications strategies and techniques are now an essential component of the marketing mix for corporations, Government and Charitable Organizations.

S + I x 3 (Innovation Inspiration Interchange) = SI3

SI3 has identified a substantial and growing need for clear and innovative thinking as it applies to managing issues and opportunities in ever more complex communications systems. In particular, that requirement touches all organizations so profoundly that communications strategies that do not consider this Social Marketing component have a much lower success factor.

Some elements of Social Marketing

Social branding. The success of Naomi Klein and the no-logo movement are making companies understand that brands have social as well as economic value. This is a lesson that companies such as the Body Shop have long recognized. As a result, companies are increasing sponsorships of a wider variety of social movements, ranging from the anti-fur movement to micro-loans in third-world countries. Companies are also paying greater attention to corporate governance, recognizing the strong effect that transgressions can have on their brands.

Social Network Marketing. Emphasizes interactive communities centered on a company's brand. In these networks content is provided by individual members through personal blogs and podcasting with the help of subject matter experts, Audience participation and community building happens through uploading and sharing of videos, sound files and text. True conversation and dialogue are developed and sustained.

Social Media and Search Engine Optimization (SEO) A  social media strategy and mplementation plan - i.e. Facebook, YouTube and Twitter are essemtial elements. SEO implemntation ongoing management are keys to a succesfull push/pull online comunication plan.