Mount Minutes - What is Social Marketing?

Summary

In this video, marketing professor Sido Bear explores the concept of social marketing, clarifying that it goes beyond social media to focus on behavioral changes that benefit society. She introduces a holistic approach that includes both the traditional four Ps (Product, Price, Place, Promotion) and four additional Ps specific to social marketing: Publics, Partnerships, Policy, and Purstrings. These elements highlight the importance of engaging key audiences, collaborating with organizations, establishing supportive policies, and securing funding. Bear emphasizes that social marketing can lead to significant societal improvements by fostering better individual behaviors.

Takeaways

• 😀 Social marketing focuses on behavioral change for societal benefit, not just digital platforms like Facebook and Twitter.
• 😀 A holistic approach is essential for effective social marketing campaigns.
• 😀 The traditional four Ps of marketing are complemented by an additional four Ps in social marketing.
• 😀 The first P, Publics, involves identifying key audiences, such as healthcare providers, to support initiatives.
• 😀 Partnerships are crucial for amplifying messages through channels like radio and television for public service announcements.
• 😀 The third P, Policy, addresses the need for supportive policies that facilitate long-term behavioral change.
• 😀 The final P, Purse strings, highlights the importance of securing funding from grants or corporate sponsorships.
• 😀 Social marketers do not generate income directly from their target audience; they must seek external funding sources.
• 😀 Effective social marketing campaigns require collaboration with various stakeholders to maximize impact.
• 😀 Social marketing aims to foster a better world by encouraging positive individual behaviors.

Q & A

What is the main focus of social marketing?

Social marketing is primarily concerned with encouraging behavioral change in individuals to benefit society as a whole.

How does social marketing differ from traditional marketing?

Unlike traditional marketing, which aims to sell products or services, social marketing seeks to change behaviors for societal benefit.

What are some common misconceptions about social marketing?

Many people mistakenly equate social marketing with social media platforms like Facebook and Twitter, but these tools are not the essence of social marketing.

What is meant by a 'holistic approach' in social marketing?

A holistic approach means incorporating both traditional marketing elements and additional strategies to effectively promote behavioral change.

What are the four additional Ps in social marketing?

The four additional Ps are Publics, Partnerships, Policy, and Purse Strings, each playing a crucial role in successful social marketing campaigns.

Why is identifying 'Publics' important in social marketing?

Identifying 'Publics' helps social marketers target specific audiences, such as healthcare providers, who can assist in spreading their message.

How do Partnerships contribute to social marketing efforts?

Partnerships with organizations like media outlets can amplify the campaign's reach through public service announcements and other collaborative efforts.

What role does Policy play in social marketing?

Policy development is essential for ensuring that behavioral changes are sustainable over the long term.

What are 'Purse Strings' in the context of social marketing?

Purse Strings refer to the funding sources that social marketers seek, such as grants or corporate sponsorships, since they do not typically earn income directly from their target audience.

What is the ultimate goal of social marketing?

The ultimate goal of social marketing is to foster better behaviors among individuals, leading to a better world through societal improvement.