Mediaboss Marketing

During the coverage of the #INSM09 conference, I mentioned a difference between the social and societal marketing concept. Twitter doesnt give a lot of space for details, so I figured Id follow up @Nedras question with a little more depth.

Societal marketing concept is evident when an organisation determines consumer needs and wants and then integrates all activities in the firm to serve these needs while simultaneously enhancing societal well being (McColl-Kennedy, Kiel, Lusch & Lusch, 1994)

Social marketing is the adaptation of commercial marketing technologies to programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of the society of which they are a part. Andreasen, (1995)

Societal marketing is the business driven, profit orientated way of changing the world as a means of developing revenue based product. Societal is about the direct benefits for the organisation (profit) and secondary benefit for the community. Social marketing is about changing behaviours for the benefit of the broader society. Social marketing is about the social gain, target markets gain, and the flow of benefits where profit may not actual exist, or if it does, then its just an incidental secondary benefit for the campaign.

Its a technical separation thats becoming less evident in the literature heading into 2010, and possibly a dichotomy that may have come to the end of the useful shelf-life as more emphasis is placed on sustainability, corporate social responsibility, environmental consideration and ongoing behavioural adjustments that permeat the commercial, government, non profit and social change applications for marketing.

That said, it may be worth re-examining the dividing line between for-societal gain and for-organisational gain as we move forward to ensure that societys needs arent being re-routed towards individual corporate profit-making solutions when theres a socially beneficial outcome that doesnt need the pay-per-use model to support it.

References

McColl-Kennedy, J., Kiel, G., Lusch, R., Lusch, V. (1994), Marketing: Concepts and Strategies, Nelson Australia, Melbourne

Andreasen, A. 1995, Marketing Social Change: Changing Behavior to Promote Health, Social Development and the Environment, San Francisco: Jossey Bass

Read this article:
Societal Marketing v. Social Marketing Stephendann.com

Why Social Media Marketing?

This program demystifies social media and enables you to develop the expertise necessary for creating and implementing effective social media marketing campaigns.

The certificate is designed for professionals in marketing, public affairs, strategic communications, visual communications/media design, and others who seek to implement social media more effectively for their respective organization. Applicable careers include:

Upon completion of the certificate program, youwill:

The immense popularity of interactive media and online communities is transforming how consumersand businesses view the world. Every organization must now interact with customers through digital channels to successfully compete in this constantly evolving marketplace. Experts in social media marketing are invaluable assets to any organization.

Students may take individual courses without commitment to the entire program. Students who successfully complete the required and elective courses are awarded a certificate from the School of Liberal Studies & Continuing Education, reflecting 8 continuing education units (CEUs).

Upon successful completion of this program, you will have mastered social media marketing principles, applied strategies and tactics to real projects, and developed a portfolio to showcase your achievements.

Certificate programs must be completed within three years unless approved by the director of continuing education.

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Social Media Marketing Continuing Education Purchase College

Create effective and strategic campaigns

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Premium magazine resources

Partner perks and special deals

Session 2Creative, Calculated Conversation

Session 3Measurement and Management

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Every business, regardless of size, needs a social media strategy. But if youre just starting out, using social media can be daunting. Which platforms are right for your brand? What do you post? How do you get followers?

This course demystifies social media marketing and guides you through the endless capabilities of platforms like Facebook and Instagram. You will learn to apply tactics and think strategically so you can begin to shape your brands perception, drive traffic to your site, sell products and eventually be seen as a leader within your corner of the industry. This course gives you a foundation from which to build a smart social media approach that over time, can direct your brand to social success

How to apply the 5 elements of successful social media marketing - Strategy, Frequency, Timing, Effective Content and Engagement

Identify your audience and discern which platforms they spend their time

Develop messaging for each platform to reach your intended audience

Experiment with the best times of day and frequency to post

Highlight positive comments, and use negative feedback as a tool to strengthen your brand

Capitalize on social trends, proper use of images, initiate and piggy back on hashtags

Understand performance/measurement basics from standard platform-native and third party measurement tools

Use your data to inform when, where, what and how you post moving forward

More:
Social Media Marketing - Mediabistro

"Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet." --Guy Kawasaki, co-founder of Alltop.com

"If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that." --Chris Brogan, President of New Marketing Labs

"This book demonstrates a beginning to the endless possibilities of the Social Web." -- Brian Solis, publisher of leading marketing blog PR 2.0

"Overall, The Social Media Marketing Book is an extremely valuable resource on understanding and applying social media for both the individuals, and business. The book is a great introduction that can help you to get started. Once done, you can move onto the next level. Hopefully, Zarrella is working on that book now."--Ben Rothke, Slashdot.org

"If you are new to social marketing and want an easy to understand book to break it all down, then I highly recommend The Social Media Marketing Book."--T. Michael Testi, Blogcritics.org

"After poring over The Social Media Marketing Book you may not come away with a master marketing strategy, but you'll get a good briefing on tactics."--Thomas E. Weber, Smart Money

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The Social Media Marketing Book: Dan Zarrella ...

There are some that think "social media marketing" is just the latest buzz phrase in marketing, but over time it has proven to be a new venue that you can use to market and promote your products and services. Social media centers around interaction with colleagues, potential customers as well as current customers.

I've found that when companies begin to dig into social media, they are not sure where to start. The information in this series will help you understand why social media marketing is important and how to begin to put it to work for you and your business.

Understanding the Role of Social Media in MarketingSocial media does have a role in marketing, but that role depends on your business and how it best fits the needs of your business. It also depends on the effort you are willing to put forward when it comes to social media. Learn the role social media can play in marketing and how it can benefit you as a company.Read more

Reasons to Adopt Social Meda in B2B MarketingAdopting social media marketing has been difficult for the B2B business. A 2008 study revealed that 69% of B2B buyers use social media to assist them in business development and decision making. Can B2B companies really afford to continue to dismiss social media marketing techniques as an effective way to get the word out about their products and services? Learn why it's time for B2B companies to take a deep look into the effect of social media marketing and how it can benefit them.Read more

Social Marketing via YouTubeWhen it comes to marketing, video can be a great way to interact with potential customers, but you must do it correctly in order to attract new customers and not chase them away. They must see your video as providing them with interaction as well as value in order to be an effective means of social media marketing. Learn how to use YouTube as a viable social media marketing tool.Read more

Social Marketing Via FacebookLet's face it in today's economy we are all looking for ways to be creative and innovative in our marketing. A month ago I asked for people to share their no-cost and low-cost tips and techniques for marketing, a common thread was social media marketing, particularly Facebook.

Does that peak your interest? Are you ready to start capturing your portion of that 140 million as customers? Of course, you are, so today I'm going to show you two different ways that you can use Facebook to market your business. Learn how to market your business on Facebook using both Facebook Pages and Facebook Group options.Read More

Social Marketing Via TwitterIf you have not heard about Twitter I have to ask where you have been. Not to worry, let me try to help. Twitter is one of the fast growing online platforms that is being used for communication and conversation. Twitter has over 1 million users and broadcasts over 3 million messages every day. It can be used as a marketing tool, but you must do it right by following the Twitter etiquette in order to be effective. Let me show you how to use Twitter as a marketing tool for your business.Read more

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Social Media Marketing for Your Business