Transcript Price Ladder - The University of Winnipeg

Welcome to class of
Social and Social Media Marketing
Dr. Satyendra Singh
Professor, Marketing and International Business
www.uwinnipeg.ca/~ssingh5
Difference Between
• Commercial Marketing
– $, customers, products, services…dreams…
– Any thing that we can sell
• Social Marketing
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We’ve a cause
Need to change behavior
Why are we so concerned?
Is it not the job of the government?
• Social Media Marketing
– Viral connection in real time
– Awareness and fundraising
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Where is a cause?
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Art
Clubs
Charity
Animals
Religion
Education
Environment
Social benefits
Anything that improves individual or society; e.g…
– They’re linked
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Who’re our Targets/Publics?
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Political  campaigns…
Social cause  safe driving, fire prevention…
Charitable  help needy, donation, sick…
Government  immigrants, tourists…
Private nonprofit  university, museum…
Association improve public image…
Individual donor  general public…
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Type of Competition
• Desire competition
– What desire, e.g. higher education …
• Generic competition
– How to fulfill the desire, e.g. face, online…
• Form competition
– Form of desire, e.g. part-time, weekend…
• Enterprise competition
– AIDA… college, university, cont. education
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What can Social Marketing Do?
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Supports mission; does not drive nonprofit orgn.
Benefit to the general society
The behavior is socially desirable
One time vs. continuing behavior change
– Low involvement behavior change
– Increase self-efficacy
– Campaigns are important
– High involvement behavior change
– Change in perception, values is required
– Move to a point where benefits exceeds costs (Take action)
– Sufficient rewards to sticking to the behavior
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The Marketing Process
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Market Segmentation and the Mix
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Demographics
Psychographics
Product
Price
– Cost +, Cost -, value-based
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Promotion
Place
People
Process
Physical evidence
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Integrated Marketing Communications
(For consistent message and brand image)
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Media Selection
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Challenges in Social Marketing
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Intense public scrutiny  public relations important
Extravagant expectations
Influence nonexistent demand
Influence negative demand  driving habit
Target illiterate audiences  pictures
Understand highly sensitive issue  food habits
Invisible benefits
Benefits to third party
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Social Media Strategy
Engage
Learn
Listen
Respond
GOAL: Traffic  Leads  Sales  Publics  Retain  Improve
Tracking System: Google Analytics and in all social media 17
Challenges in Social Media Marketing
• Labor Intensive
• Low investments, but
– can be expensive if not managed labor properly
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Viral marketing is both positive and negative
Video as leverage, but must be motivated
Survey, but must be interested
Your competitor can sabotage your online
campaign…
• Easy to delete postings
• If too active, publics are suspicious
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Marketing Effectiveness Measurement
• Our aim is to measure
– Public awareness, comprehension, attitude
• Difficult to evaluate
– Cannot separate marketing activities from pr activities
• No of exposures
– Column inches, photographs
• No of enquiries 
• Survey methodology
– Before and after the pr activity
• Tracking is possible in online social media
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Questions?
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