Pulu Social Marketing

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Introduction of social marketing

Social marketing is the systematic application ofmarketing, along with other concepts andtechniques, to achieve specific behavioral goals for a social good.

[1]Social marketing can be

applied to promote merit goods, or to make a society avoid demerit goods and thus to promotesociety's well being as a whole. For example, this may include asking people not to smoke in

public areas, asking them to use seat belts, or prompting to make them follow speed limits.

Although "social marketing" is sometimes seen only as using standard commercial marketing

practices to achieve non-commercial goals, this is an over-simplification.

The primary aim of social marketing is "social good", while in "commercial marketing" the aimis primarily "financial". This does not mean that commercial marketers can not contribute to

achievement of social good.

Increasingly, social marketing is being described as having "two parents"a "social parent" =social sciences and social policy, and a "marketing parent" = commercial and public sectormarketing approaches.

Beginning in the 1950s when Weibe asked "Why cant you sell brotherhood and rationalthinking like you can sell soap?, it has in the last two decades matured into a much moreintegrative and inclusive discipline that draws on the full range of social sciences and socialpolicy approaches as well as marketing.

Shaklee Coorporation, who pioneered social marketing over 50 years ago, has trademarked the

term "Social Marketing."[2]

Social marketing must not be confused withsocial media marketing.

Applications of social marketing

Health promotion campaigns in the late 1980s began applying social marketing in practice.

Notable early developments took place in Australia. These included the Victoria Cancer Council

developing itsanti-tobaccocampaign "Quit" (1988), and "SunSmart" (1988), its campaign

againstskin cancerwhich had the slogan Slip! Slop! Slap!.[3]

WorkSafe Victoria, a state-run Occupational Health and Safety organization in Australia has

used social marketing as a driver in its attempts to reduce the social and human impact ofworkplace safety failings. In 2006, it ran"Homecomings", a popular campaign that was later

adopted in New South Wales, Queensland and Western Australia, and named the 2007

Australian Marketing Institute Marketing Program of the Year[4]

DanceSafefollowed the ideas of social marketing in its communication practices.[citation needed]
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On a wider front, by 2007, Government in the United Kingdom announced the development of

its first social marketing strategy for all aspects of health.[5]

Two other public health applications include the CDC's CDCynergy training and software

application,[6]

and SMART (Social Marketing and Assessment Response Tool).[7]

Social marketing theory and practice has been progressed in several countries such as the US,

Canada, Australia, New Zealand and the UK, and in the latter a number of key Governmentpolicy papers have adopted a strategic social marketing approach. Publications such as

"Choosing Health" in 2004,[5]

"It's our health!" in 2006; and "Health Challenge England" in

2006, all represent steps to achieve both a strategic and operational use of social marketing. InIndia,AIDScontrolling programs are largely using social marketing and social workers are

largely working for it. Most of the social workers are professionally trained for this particular

task.[citation needed]

In the U.S. the Washington D.C. based organization "Men Can Stop Rape" Anti-Rape Movement

have successfully used social marketing in anti-rape posters and other media targeting a rape-prevention message at boys and young men.[8]

A variation of social marketing has emerged as a systematic way to foster more sustainablebehavior. Referred to as Community-Based Social Marketing (CBSM) by Canadian

environmental psychologist Doug McKenzie-Mohr, CBSM strives to change the behavior ofcommunities to reduce their impact on the environment

[9]Realizing that simply providing

information is usually not sufficient to initiate behavior change, CBSM uses tools and findingsfrom social psychology to discover the perceived barriers to behavior change and ways of

overcoming these barriers. Among the tools and techniques used by CBSM are focus groups and

surveys (to discover barriers) and commitments, prompts, social norms, social diffusion,

feedback and incentives (to change behavior). The tools of CBSM have been used to fostersustainable behavior in many areas, including energy conservation[10], environmental regulation[11]

and recycling[12]

Types of social marketing

Social marketing uses the benefits and of doing social good to secure and maintain customerengagement. In social marketing the distinguishing feature is therefore its "primary focus on

social good, and it is not a secondary outcome. Not all public sector and not-for-profit marketing

is social marketing.

Public sector bodies can use standard marketing approaches to improve the promotion of theirrelevant services and organizational aims. This can be very important, but should not beconfused with social marketing where the focus is on achieving specific behavioral goals with

specific audiences in relation to different topics relevant to social good (e.g.: health,

sustainability, recycling, etc.). For example, a 3-month marketing campaign to encourage people

to get a H1N1 vaccine is more tactical in nature and should not be considered social marketing.Whereas a campaign that promotes and reminds people to get regular check-ups and all of their
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vaccinations when they're supposed to encourages a long-term behavior change that benefits

society. It can therefore be considered social marketing.

As the dividing lines are rarely clear it is important not to confuse social marketing with

commercial marketing.

A commercial marketer selling a product may only seek to influence a buyer to make a product

purchase.

Social marketers, dealing with goals such as reducing cigarette smoking or encouraging condomuse, have more difficult goals: to make potentially difficult and long-term behavioral change in

target populations.

It is sometimes felt that social marketing is restricted to a particular spectrum of clientthe non-profit organization, the health services group, the government agency.

These often are the clients of social marketing agencies, but the goal of inducing social change isnot restricted to governmental or non-profit charitable organizations; it may be argued that

corporate public relations efforts such as funding for the arts are an example of social marketing.

Social marketing should not be confused with theSocietal Marketing Conceptwhich was a

forerunner ofsustainable marketingin integrating issues ofsocial responsibilityinto commercialmarketing strategies. In contrast to that, social marketing uses commercial marketing theories,

tools and techniques to social issues.

Social marketing applies a "customer oriented" approach and uses the concepts and tools used by

commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising

for NGOs.

Social marketing confusion

In 2006,Jupitermediaannounced its "Social Marketing" service,[13]

with which it aims to enablewebsite owners to profit fromsocial media. Despite protests from the social marketing

communities over the hijacking[unbalanced opinion] of the term, Jupiter decided to stick with the

name.[14]

However, Jupiter's approach is more correctly (and commonly) referred to as socialmedia optimization. Another similar, but different marketing approach isHolistic Marketing

which also aims to benefit society, but through aligning the values and ethics of employees and

owners of a company with their marketing goals, regardless of the product being marketed.

Definition of Social Marketing

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" (Andreasen, 1995).This definition encompasses several key aspects of the social

marketing approach; it is seen as:
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1. A focus on behavior, not awareness or attitude change2. Results in a benefit to individuals and/or society; is not focused on profit and

organizational benefits as commercial marketing practices are

3. An approach centered on the target audiences having a primary role in the process, andmore and more audience's having an interactive, not one way, role in the program.

4.

One that considers the competitive landscape and plans for ways to manage thecompetition

5. One that considers how each element of the marketing mix could be applied to thesituation and selects the best elements to address based on goals and resources.

6. Divides large audience groups into smaller segments for the purpose of finding andaddessing common benefits and barriers.

Social marketing practices are based on commercial marketing practices that make the consumer

the central focus for planning and conducting a program. The program's components address:

Pricewhat the consumer must give up in order to receive the programs benefits (thesecosts may be intangible [e.g., changes in beliefs or habits] or tangible [e.g., money, time,

or travel])

Productwhat the program is trying to change within the intended audience and whatthe audience stands to gain

Promotionhow the exchange is communicated (e.g., appeals used) Placewhat channels the program uses to reach the intended audience (e.g., mass media,

community, or interpersonal)

The formulation of price, product, promotion, and place evolves from research with the

consumers to determine what benefits and costs they would consider acceptable and how theymight be reached. Lessons learned from social marketing stress the importance of understanding

the intended audiences and designing strategies based on their wants and needs rather than what

good health practice directs that they should do.

Social factors

Social factors play an essential role in influencing the buying decisions of consumers.

Human beings are social animals. We need people around to talk to and discuss various issues to

reach to better solutions and ideas. We all live in a society and it is really important forindividuals to adhere to the laws and regulations of society.

Social Factors influencing consumer buying decision can be classified as under:

Reference Groups Immediate Family Members Relatives


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Role in the Society Status in the society

1. Reference GroupsEvery individual has some people around who influence him/her in any way.

Reference groups comprise of people that individuals compare themselves with .

Every individual knows some people in the society who become their idols in due course

of time.

Co workers, family members, relatives, neighbours, friends, seniors at workplace oftenform reference groups.

Reference groups are generally of two types:

a.

Primary Group - consists of individuals one interacts with on a regular basis.

Primary groups include:

Friends Family Members Relatives Co Workers

All the above influence the buying decisions of consumers due to followingreasons:

They have used the product or brand earlier.

They know what the product is all about. They have complete knowledge aboutthe features and specifications of the product.

Tim wanted to purchase a laptop for himself. He went to the nearby store andpurchased a Dell Laptop. The reason why he purchased a Dell Laptop was

because all his friends were using the same model and were quite satisfied with

the product. We tend to pick up products our friends recommend.

A married individual would show strong inclination towards buying productswhich would benefit not only him but also his family members as compared to a

bachelor. Family plays an important role in influencing the buying decisions

of individuals.

A consumer who has a wife and child at home would buy for them rather than

spending on himself. An individual entering into marriage would be more

interested in buying a house, car, household items, furniture and so on. When an


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individual gets married and starts a family, most of his buying decisions are taken

by the entire family.

Every individual goes through the following stages and shows a different buying

need in each stage:

Bachelorhood: Purchases Alcohol, Beer, Bike, Mobile Handsets (Spends Lavishly) Newly Married: Tend to purchase a new house, car, household furnishings.

(Spends sensibly)

Family with Children:Purchases products to secure his as well as his familysfuture.

Empty nest (Children getting married)/Retirement/Old Age: Medicines, HealthProducts, and Necessary Items.

A Ford Car in the neighbourhood would prompt three more families to buy the

same model.

b. Secondary Groups - Secondary groups share indirect relationship with the consumer.These groups are more formal and individuals do not interact with them on a regular

basis, Example - Religious Associations, Political Parties, Clubs etc.

2. Role in the SocietyEach individual plays a dual role in the society depending on the group he belongs

to. An individual working as Chief Executive Officer with a reputed firm is also

someones husband and father at home. The buying tendency ofindividuals depends onthe role he plays in the society.

3. Social StatusAn individual from an upper middle class would spend on luxurious items whereas anindividual from middle to lower income group would buy items required for his/her

survival.

Social Factors in Marketing That Influence ProductsBy Steve Brachmann, eHow Contributor


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Successful

marketing relies on an understanding of important social factors.

A successful business hinges on both an effective marketing plan and product quality. However,there are many market forces that play a part in how well the company's product is accepted by

consumers. A market's social forces are incredibly important in deciding what gets purchased.

Companies who completely disregard the social norms of a group of people when marketing tothem aren't successful in business. Understanding the more important social factors in your

market help inform your business decisions on what to make and how to sell it.

1.Demographicso Demographics are the social makeup of a group of people living within a certain

area, like a city or a county. Demographics look at how the population shifts in

one place and how that changes the age range and ethnic background there. These

different groups of people can be seen as segments of the market in which your

business operates; understanding the buying attitudes of those groups is of crucialimportance in both marketing and product development.

Ethnicity and Culture

o Marketing and product development must be in tune with the social standards thatthe different groups in your market possess. A consumer won't normally buy a

product with which he doesn't identify or feel as though someone like him could

use. Important ethnic and cultural factors that define a company's market

opportunities include religion, ethnic background, language and gender roles.American cultural values typically include the ability to be self-sufficient, success

for hard work and social equality.o Sponsored Links

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Social Interests

o Fads, even the most short-lived ones, can greatly affect the purchasing choices ofconsumers. In turn, this affects the products that are offered and the way those

products are packaged. Interest in popular diets that stressed lower carbohydrate

intake resulted in low-carb product packaging for snack food products such asDoritos. Another area of social interest is environmental protection; this has led to

any number of products marketed as "environmentally friendly" or "green." Even

where one cultural group predominates, minority groups in the area might create aniche market strong enough for a business to thrive.

Time

o Another factor that can impact a consumer's buying decisions is the amount ofleisure time that person has or, instead, how busy her work schedule is. A person

with more leisure time will be able to focus more on personal interests and willpurchase more items that don't necessarily have great practical purpose, such as

music recordings or games. People with busier work schedules tend to favor

products that help them take care of their needs quicker, such as microwaves or

cell phones. From 2001 to 2004, the amount of Americans reporting that they didnot have enough time to do what they needed to on a daily basis rose from 73

percent to 77 percent, according to the book, "Essentials of Marketing."

Problems and challenges in social marketing.

This article reviews the problems that arise when general marketing principles are applied to social

programs. Social marketing is conceptualized as the design, implementation, and control of programs

seeking to increase the acceptability of a social ideal or practice in a target group. These problems can

occur in 8 basic decision-making areas: market analysis, market segmentation, product strategy

development, pricing strategy development, channel strategy development, communications strategy

development, organizational design and planning, and evaluation. Social marketers find that they have

less good secondary data about their consumers, more problems obtaining valid and reliable measures

of relevant variables, more difficulty sorting out the relative influence of determinants of consumer

behavior, and more problems getting consumer research funded than marketers in the commercialsector. They tend to have less flexibility in shaping their products and more difficulty formulating

product concepts. Problems associated with establishing, utilizing, and controlling distribution channels

comprise another major difference between social and more conventional forms of marketing. Social

marketers also find that their communications options are somewhat limited as a result of problems

associated with use of paid advertisements, pressures not to use certain types of appeals in their

messages, and the need to communicate large amounts of information in their messages. Moreover,


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social marketers must function in organizations where marketing activities are poorly understood,

underappreciated, and inappropriately located. Finally, they face problems trying to define effectiveness

measures or estimating the contribution their program has made toward the achievement of certain

objectives. If all these problems are anticipated and handled creatively, social marketing efforts can

succeed.

5 problem and measuring of social marketing

For weeks now, Ive been struggling with offering social media marketing services to clients andbeing charged with coming up with some rational, defensible measurement system, so that

someone, somewhere can justify their company or organizations foray into using soc ialnetworks, blogs and the like.

For weeks now, Ive been struggling with offeringsocial media marketing services to clients and being charged with coming up with some rational,

defensible measurement system, so that someone, somewhere can justify their company ororganizations foray into using social networks, blogs and the like.

Im pulling my hair out, and not because there is no way to measure these things, but because Ifeel that were limiting ourselves by using antiquated ways of measuring online activity andinteractions. We are also hamstrung by how each site, network and tool defines and dictates

measurement in their own proprietary terms.

So while we can construct measurement grids, and gather metrics such as friends, fans,

followers, connections, likes, comments, posts, views, downloads, @s, DMs, retweets, and thelike, we are still at the mercy of the companies that develop these sites and tools were using.

And Im sure Im not the only one to notice that these companies often seem to have little or nostrategic consideration for their business users (Facebook, anyone?).

Were also still hampered by the fact that we are all still developing and honing the tacticalframeworks that were using. Even those of us who have been marketing and communicatingonline since the 80s are challenged as the online landscape continues to morph and change.

While we can find references to what we are doing now by looking at the things weve been
http://gigaom2.files.wordpress.com/2010/05/stock-ruler-ambrozjo.jpg


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doing things over the last ten years, Im worried that many people are using the wrong referencesfrom the past.

Here are some key points Id like to make about the problems with social media marketingmeasurement. Id love to hear your thoughts on these, and any others that may come to mind as

you read this:

1. Social media is nebulous.The term social media can encompass many tools from theWeb 2.0 era, depending on who is using the term and what they are trying to

communicate. There is no definitive, well-understood, totally agreed upon definition of

social media,Wikipedia be damned. Lacking clearly defined and agreed-upon terms is abig barrier to measuring anything.

2. Its not social media, stupid. I dont think any of us are actually trying to measuresocial media, per se. Were looking to measure the reach or the interactions or (moreimportantly) the conversions generated as a result of social media activity, or using socialmedia tools and tactics. Social media is not measurable, because it consists of things

i.e. sites and tools. The tactics we are using, however, sure as heck better have some kindof measurability, or were in big trouble.3. Its really social marketing.Im already sick and tired of the misuse and abuse of the

term social media marketing, and Ive only been using it since early 2009. 4. Social marketing is old school, baby. Ad agencies and PR firms tend to approach social

marketing using the inflexible lenses of their industries. Old school Internet marketersand online community builders, however, take a distinctly different approach. There are

far more commonalities between what I was doing in the early 90s, even pre-Web, and

the marketing and community building I do today for my clients, than there is betweenany online advertising or online PR that Ive also provided to clients over the years.

5. Social marketing is trapped in old marketing speak. In the constant quest to findcomparables, people keep defining and gauging social marketing using antiquated andirrelevant terms. Hey, Im as guilty of anyone of falling back on old familiar terms likecirculation, reach, promotions and campaigns to try to express what were doingin social marketing. Social marketing deserves a new set of recognizable but fresh terms

to help us better wrap our collective heads around measuring what were doing here.

Integrated Solutions

Social Marketing Solutions, LLC understands your companys social networking wants andneeds. In todays market your business MUST have an active social networking presence, but

who has the time or expertise to update everyday? Why spend time marketing your business onsocial networking sites when you can spend more time focusing on your business?

At Social Marketing Solutions, LLC we take all the stress out of social networking by creating

and managing yourFacebook, Twitter, and LinkedIn presence on a daily basis. We take the

time to get to know your company, your target audience, and research your companyscompetitors in order to stay ahead of the competition.
http://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Social_media


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As technology changes, Social Marketing Solutions, LLC stays ahead of this niche market. We

create a personalized plan for any company in any industry. With three different levels ofservices, we have a plan to fit every business's needs at an affordable price. Our social

networking representatives will create the social networking pages, help write and find content

for postings, and connect your company with others to build your presence.

For a NO COST,no obligation consultation in order to learn more about how Social Marketing

Solutions, LLC can benefit your businesses online identity, call 973-265-2833 to speak with oneof our social networking experts!

Lithium Rolls Out Next-Generation Facebook Social

Marketing Solution

David Cohenon May 3, 2012 5:33 PM

Facebook and social customer-experience providerLithiumTechnologiesrolled out its next-generation solution today, adding features such as rich media

interactions, ad hoc groups, streaming conversations, and an improved ratings and reviewsmodule.

Lithium countsSephora, Aruba Networks, and Fox Networks among its clients, and it said its

new solution will allow marketers to combine their efforts in search, digital properties, and social

media to increase engagement and conversation.

Features of the Lithium Social Marketing Solution include:

A strategic partnership withShoutletthat allows brands to public content acrossFacebook and Twitter, including blog posts, knowledge articles, and contest entries.

Enhanced photo sharing. In-line conversations. Group spaces. Deeper integration with social networks via social login, Lithium LevelUp for Facebook,

and Lithium Twitter Integration.

A new ratings and reviews module, which allows brands to incorporate widgets on Webpages and gather content and feedback from trusted peers.

New iOS applications that make it easier for brands to integrate social conversations withtheir iPhone and iPad apps.

An integration with Socialcast byVMwarethat allows Socialcast users to automaticallyreceive posts from their companies Lithium communities in their work streams.

Lithium President and Chief Executive Officer Rob Tarkoff said:
http://allfacebook.com/lithium-social-marketing-solution_b87881http://allfacebook.com/lithium-social-marketing-solution_b87881http://allfacebook.com/lithium-social-marketing-solution_b87881http://allfacebook.com/author/davidcohenhttp://allfacebook.com/author/davidcohenhttp://allfacebook.com/facebook-likes-marketing_b71874http://allfacebook.com/facebook-likes-marketing_b71874http://allfacebook.com/facebook-likes-marketing_b71874http://allfacebook.com/facebook-likes-marketing_b71874http://allfacebook.com/facebook-fans-engagement_b60955http://allfacebook.com/facebook-fans-engagement_b60955http://allfacebook.com/facebook-fans-engagement_b60955http://allfacebook.com/facebook-page-developers_b66836http://allfacebook.com/facebook-page-developers_b66836http://allfacebook.com/facebook-page-developers_b66836http://allfacebook.com/brightedge-app-uses-facebooks-open-graph-for-seo_b62423http://allfacebook.com/brightedge-app-uses-facebooks-open-graph-for-seo_b62423http://allfacebook.com/brightedge-app-uses-facebooks-open-graph-for-seo_b62423http://allfacebook.com/files/2012/05/LithiumLogo.jpghttp://allfacebook.com/brightedge-app-uses-facebooks-open-graph-for-seo_b62423http://allfacebook.com/facebook-page-developers_b66836http://allfacebook.com/facebook-fans-engagement_b60955http://allfacebook.com/facebook-likes-marketing_b71874http://allfacebook.com/facebook-likes-marketing_b71874http://allfacebook.com/author/davidcohenhttp://allfacebook.com/lithium-social-marketing-solution_b87881http://allfacebook.com/lithium-social-marketing-solution_b87881


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While new social networks offer a host of opportunities for marketers, they also introduce

unprecedented complexity. Marketers need to use all of these social networks to acquire new

customer leads. However, they arent the way to deeply engage with customers and ignite theiradvocacy. To get the most out of your social programs, we have completely reimagined the

brand-owned marketing community as a driver for deep engagement and a catalyst to creating

customer advocates.

Brands that dont embrace this strategy fail to create a social customer experience that they cancontrol and, ultimately, are missing brand-building and sales opportunities.

5 Fresh Ideas for Social Media Marketers

August 28, 2009 byJennifer Van Grove231

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Social media may be fornarcissists, but its also proving to be abusiness utility. Retailers areshifting their marketing dollarssuch that social mediabudgets are

swelling, andcreative contestsare popping up all over the web. In case you havent noticed,social media marketing is big business.

Should you find yourself in a social media marketing lull, we think you can take inspiration from

these five innovative and fresh ideas currently making their mark on both the online and offline

worlds. The important thing to keep in mind is that whether youre trying to engage a unique

audience, tailor deals using location, advertise in new ways, go bold, or tackle your Twitter fearhead on, youre likely to find the most success if you can shake things up a bit.

1. Engage a Unique Audience with Themes

Mommy bloggers are all the rage, and theres been significant uptake when it comes to bigbrands turning to influential moms in creative social media marketing campaigns. Instead of
http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/author/jennifer-van-grove/http://mashable.com/author/jennifer-van-grove/http://mashable.com/2009/08/28/social-media-marketing-ideas/#commentshttp://mashable.com/2009/08/28/social-media-marketing-ideas/#commentshttp://mashable.com/2009/08/28/social-media-marketing-ideas/https://twitter.com/intent/tweet?original_referer=http%3A%2F%2Fmashable.com&source=tweetbutton&text=5+Fresh+Ideas+for+Social+Media+Marketers&url=http%3A%2F%2Fmashable.com%2F2009%2F08%2F28%2Fsocial-media-marketing-ideas%2F&via=mashablehttps://twitter.com/intent/tweet?original_referer=http%3A%2F%2Fmashable.com&source=tweetbutton&text=5+Fresh+Ideas+for+Social+Media+Marketers&url=http%3A%2F%2Fmashable.com%2F2009%2F08%2F28%2Fsocial-media-marketing-ideas%2F&via=mashablehttp://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://www.google.com/url?ct=abg&q=https://www.google.com/adsense/support/bin/request.py%3Fcontact%3Dabg_afc%26url%3Dhttp://mashable.com/2009/08/28/social-media-marketing-ideas/%26hl%3Den%26client%3Dca-pub-9942038924324175%26ai0%3DB53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE%26gl%3DIN&usg=AFQjCNHDYIYvMxt3zsu5CKd0ZnU5Yi-oEghttp://www.google.com/url?ct=abg&q=https://www.google.com/adsense/support/bin/request.py%3Fcontact%3Dabg_afc%26url%3Dhttp://mashable.com/2009/08/28/social-media-marketing-ideas/%26hl%3Den%26client%3Dca-pub-9942038924324175%26ai0%3DB53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE%26gl%3DIN&usg=AFQjCNHDYIYvMxt3zsu5CKd0ZnU5Yi-oEghttp://www.googleadservices.com/pagead/aclk?sa=L&ai=B53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE&num=1&cid=5GhZB8WrwuxSLHvSVqai9-ae&sig=AOD64_0tn2RGjHzDzrheuuaF3o0ZimrG0w&client=ca-pub-9942038924324175&adurl=http://join.jugnoo.com/social-media-marketing/%3Futm_campaign%3DADW_Social_Media_Marketinghttp://www.googleadservices.com/pagead/aclk?sa=L&ai=B53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE&num=1&cid=5GhZB8WrwuxSLHvSVqai9-ae&sig=AOD64_0tn2RGjHzDzrheuuaF3o0ZimrG0w&client=ca-pub-9942038924324175&adurl=http://join.jugnoo.com/social-media-marketing/%3Futm_campaign%3DADW_Social_Media_Marketinghttp://www.googleadservices.com/pagead/aclk?sa=L&ai=B53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE&num=1&cid=5GhZB8WrwuxSLHvSVqai9-ae&sig=AOD64_0tn2RGjHzDzrheuuaF3o0ZimrG0w&client=ca-pub-9942038924324175&adurl=http://join.jugnoo.com/social-media-marketing/%3Futm_campaign%3DADW_Social_Media_Marketinghttp://www.googleadservices.com/pagead/aclk?sa=L&ai=B53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE&num=1&cid=5GhZB8WrwuxSLHvSVqai9-ae&sig=AOD64_0tn2RGjHzDzrheuuaF3o0ZimrG0w&client=ca-pub-9942038924324175&adurl=http://join.jugnoo.com/social-media-marketing/%3Futm_campaign%3DADW_Social_Media_Marketinghttp://mashable.com/2009/08/25/gen-y-social-media-study/http://mashable.com/2009/08/25/gen-y-social-media-study/http://mashable.com/2009/08/25/gen-y-social-media-study/http://mashable.com/2009/05/05/retail-social-media-marketing/http://mashable.com/2009/05/05/retail-social-media-marketing/http://mashable.com/2009/05/05/retail-social-media-marketing/http://mashable.com/2009/03/23/social-media-marketing-budgets/http://mashable.com/2009/03/23/social-media-marketing-budgets/http://mashable.com/2009/03/23/social-media-marketing-budgets/http://mashable.com/2009/03/23/social-media-marketing-budgets/http://mashable.com/2009/08/11/social-media-contests/http://mashable.com/2009/08/11/social-media-contests/http://mashable.com/2009/08/11/social-media-contests/http://mashable.com/author/jennifer-van-grove/http://mashable.com/author/jennifer-van-grove/http://mashable.com/2009/08/11/social-media-contests/http://mashable.com/2009/03/23/social-media-marketing-budgets/http://mashable.com/2009/03/23/social-media-marketing-budgets/http://mashable.com/2009/05/05/retail-social-media-marketing/http://mashable.com/2009/08/25/gen-y-social-media-study/http://www.googleadservices.com/pagead/aclk?sa=L&ai=B53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE&num=1&cid=5GhZB8WrwuxSLHvSVqai9-ae&sig=AOD64_0tn2RGjHzDzrheuuaF3o0ZimrG0w&client=ca-pub-9942038924324175&adurl=http://join.jugnoo.com/social-media-marketing/%3Futm_campaign%3DADW_Social_Media_Marketinghttp://www.googleadservices.com/pagead/aclk?sa=L&ai=B53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE&num=1&cid=5GhZB8WrwuxSLHvSVqai9-ae&sig=AOD64_0tn2RGjHzDzrheuuaF3o0ZimrG0w&client=ca-pub-9942038924324175&adurl=http://join.jugnoo.com/social-media-marketing/%3Futm_campaign%3DADW_Social_Media_Marketinghttp://www.google.com/url?ct=abg&q=https://www.google.com/adsense/support/bin/request.py%3Fcontact%3Dabg_afc%26url%3Dhttp://mashable.com/2009/08/28/social-media-marketing-ideas/%26hl%3Den%26client%3Dca-pub-9942038924324175%26ai0%3DB53G6QMogUI7AConAige02YDwBeixmc0CuM61uS7AjbcB4KcSEAEYASDSrZ0COABQhZGiifj_____AWDl0uaDvA6gAcjBx-EDsgEMbWFzaGFibGUuY29tyAEB2gE8aHR0cDovL21hc2hhYmxlLmNvbS8yMDA5LzA4LzI4L3NvY2lhbC1tZWRpYS1tYXJrZXRpbmctaWRlYXMvgAIBqQKhnfeS08ewPsgC6MbXI6gDAegDkQToAwzoAxnoAxL1AwAIgASIBgE%26gl%3DIN&usg=AFQjCNHDYIYvMxt3zsu5CKd0ZnU5Yi-oEghttp://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/https://twitter.com/intent/tweet?original_referer=http%3A%2F%2Fmashable.com&source=tweetbutton&text=5+Fresh+Ideas+for+Social+Media+Marketers&url=http%3A%2F%2Fmashable.com%2F2009%2F08%2F28%2Fsocial-media-marketing-ideas%2F&via=mashablehttp://mashable.com/2009/08/28/social-media-marketing-ideas/http://mashable.com/2009/08/28/social-media-marketing-ideas/#commentshttp://mashable.com/author/jennifer-van-grove/http://mashable.com/2009/08/28/social-media-marketing-ideas/


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repeating a common pattern, Sony, decided to put their products into the hands of dads, a

relatively under-utilized segment in the social media realm, and empower them to tell their ownstories using Sony products.

With marketerChris Brogans guidance, Sony created theDigiDadsprogram to specificallytarget influential dads with a series of different projects where their unique take on gadgets and

life could really add a little social media magic to the brands new products. The three-monthcampaign, launched in mid-August, provides dads with Sony productstelevisions, PCs,DSLRson loan (theyre not being paid) that they will use to capture and share familyexperiences as part of their current social media use.

The campaign is so creative that it captured the attention ofAdvertisingAge, and is likely to

continue to make waves as the daddy bloggers produce their digital content. Sony took a now

common practice of utilizing bloggers and put a fresh spin on it by crafting their initiative withan untapped audience in mind. It is certainly an interesting way to get consumers excited about

electronics.

2. Deals for the New Generation

Coupons are not buzzworthy. The very nature of them makes them unappealing to younger

generations of consumers who dont want to deal with the hassle of coupon clipping.8couponsisobviously hip to this fact, as they recently decided to take their discounts on the road, tap into the

advantages of GPS-enabled phones, and leverage one of the hottest location-based mobile apps

aroundFoursquare.
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The marriage between8coupons and Foursquareserved up some innovative deals to New

Yorkers during the limited promotion period. Foursquare users received automatic notifications

with discounts when they were within a 3 block radius of an 8coupon deal. The result is thatdeals were delivered to people when they could actually benefit from them, no clipping required.

As more phones become location-aware, the opportunity for location-based deals are endless.

The ingenuity of the Foursquare and 8coupons partnership demonstrates that conceptsconsidered old-fashioned can be refreshed and re-presented to captive audiences.

3. Advertise In a Whole New Space

Advertisers place their messages where they hope people will see them, with spots purchased for

television, print, web, and radio. But what about buying ad space on a person for a day? Now

theyre doing that too.
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Withmore demandthan ever, Jason SadlersIWearYourShirtinitiative is flipping the advertisingworld upside down. In a nutshell, you pay for any day of the calendar year, send Sadler your

swag, and the entrepreneur and his business partner will wear your shirt and chat up your brandvia various social distribution channels like Twitter, Ustream, and YouTube.

The best part about IWearYourShirt is that its the cheapest ad buy youll ever make, with pricesstarting at $2 for January 1st and going up by $2 p/day. Of course, youll have to act fast for thebest deals because the first half of 2010 is pretty much completely sold out.

4. Be Extreme

Normally wed never advocate sending dead grasshoppers or death notices in the mail, but twovery different businesses found great success and immediate buzz by doing exactly those things.

In a rebranding effort Grasshopper, an 800 phone number provider, spent months putting

together a list of the 5,000 most influential people in the US. They sent each of them a care

package with realchocolate covered grasshoppers. The end result was a barrage of mainstreammedia coverage and social media mentions.

In a similarly bizarre ploy, the Discovery Channel freaked out influential new media types with a

large package that practically appeared to be a death notice. TheFrenzied Waterscampaign waslaunched in preparation for the cable networks highly anticipated annual Shark Week, andrecipients received a jar with a note in it that read, This jar holds a story the story of a singletragic incident that needs to be unlocked. Dive in, investigate the evidence and discover what lies

beneath the surface of frenziedwaters.com.

Among other things, the jar also included included a large warning sign, shredded swim trunks

(presumably from a deadly shark bite), and a detailed obituary dated for July 9th (a future date at

the time of the campaign). Because the focus was on the Frenzied Waters website and theominous date, recipients were initially at a loss as to what the mysterious package was all about.

So, they were forced to do a little online digging before they discovered that the Discovery

Channel was behind the whole thing. The Frenzied Waters campaign was a clever, if a bit

creepy, way to get the right people talking and build up anticipation.

5. Embrace the Twitter Effect

Twitter can be a scary place if youre in a business where breaking news could make or breakyour bottom line. Regardless of whether or not you believe thatTwitter sunk Bruno, Hollywood

has already accepted the reality of the Twitter Effect. Instead of cowering in a corner as
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Twitter ruins their box office, theyve decided to give Twitter the full red carpet treatment andembrace it.

Stephen Bruno of the Weinstein Co. recently told theBaltimore Sunthat, I think Twitter cantbe stopped. So hes going to do something about it by taking a proactive stance. Now you have

to see it as an addition to the campaign of any movie People want real-time news andsuddenly a studio can give it to them in a first-person way.

Eaamon Bowles, president of Magnolia Pictures, went on the record in the same piece to say

that, people will be twittering during the opening credits and leaving when they dont likethem the next step [for the Twitter Effect] is for studio marketing to manipulate it.

As self-serving as this sounds, its actually quiet genius. In the case of Inglourious Basterds,which didextremely well at the box officeand saw78% of tweets being positive, the Weinstein

Co. held a private screening of the movie, with tickets given away only via Twitter, during

Comic Con. They also used Twittering celebrities to their advantage and held a Red CarpetTwitter meetup at the movie premiere. Clearly their proactive Twitter-specific engagement

efforts are starting to pay off
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