Marketing is a broad term but social marketing is a branch that we usually do everyday without much effort and attention. Social marketing can be typified to the way that we use the cheapest form of marketing today, word of mouth. There are not financial rewards involved in the task and it is more of a voluntary act of passing the buck to friends, peers and other associated people in a person’s circle that such a product or service exists that they may want to try out.

The main resource here is the availability of contact. Through relationships and acquaintances, social marketing can pretty much prey on them and use them as well while not paying a single cent for them to be able to attract them. There are a lot of social networking sites today that can add testimony to this fact, most of which are heard from people who are affiliated and members of such groups or organizations.

Perhaps the key point here is getting the first couple of people to start out the craze. It is through their willingness and overall enthusiasm that social marketing can boom. Showing them features and the difference of trying out their services and other connected benefits is something that will surely make or break the whole concept. You just have to target one aspect of the whole mix and the rest will run automatically, especially with social marketing in tow.

There are numerous personality types to consider when designing a social marketing campaign. Some examples include:

1. The first to introduce a new idea; participants want to be seen as an innovator and market leader, and want to be the first to introduce friends and colleagues to new and exciting ideas.
2. The first to send on something funny; participants want to be known for their sense of humour, and for being the one who brightens up their friends days.
3. The first to warn of impending danger; participants want to be known as someone who cares for the well being and safety of their friends.
4. The first to support a good cause; participants want to be known as someone who cares for their environment.

Source: Goodbye viral marketing, hello social marketing

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This entry was posted on Friday, November 23rd, 2007 at 5:54 am and is filed under Social Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.