MODULE - 4

SOCIAL MARKETING Ms. Amira Zainab Khanum

Faculty
DOS&R in Business Administration
Tumkur University, Tumkur

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
 Table of Content

1. Planning of Social Marketing Campaign

2. Evolution of Social Marketing Campaign
3. Dangers of Social Marketing
4. Pitfalls of Social Marketing
5. Ethics in Marketing
6. Future of Social Marketing

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
 Planning and Evolution of Social Marketing Campaigns

Social Marketing Campaigns

• Social marketing campaigns are those that borrow from commercial marketing techniques for
social engagement – influencing a target audience to change their social behaviours and to
benefit society.

• The importance of social marketing cannot be underestimated because it often raises

awareness of far-reaching topics that are often out of the sight and mind of the mainstream
population.

• Whether it’s related to the environment, public health, safety, or community development,
marketing for good is a methodology for creating change

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ How to plan a social media marketing campaign, step by step

To make sure your campaign is as successful as possible, you need to plan and strategize the
campaign in advance.

• If you have a new feature coming out, a holiday that you want to capitalize on, or maybe you’re
releasing a brand new product, there are always plenty of reasons to start a new social media
marketing campaign.

• But in order to make sure your campaign is as successful as possible, you need to plan and
strategize the campaign in advance.

• In this blog post, I'll share seven steps you need to go through to help plan a social media
campaign to improve your chances of achieving your goals.
Ms. Amira Zainab Khanum M, Faculty,
DOS&R in Business Administration,
Tumkur University, Tumkur
1. Set campaign Goals

The first question you need to ask before a campaign is: why am I running this campaign? Answering
this question will determine other steps you take during your campaign
Generally, common goals for running social media campaigns include:
➢ Increasing brand awareness, Acquiring leads, Increasing sales, Acquiring customers, Increasing
engagement
• However, after setting these goals, you need to be specific. What level of brand awareness do
you want to achieve with your campaigns? More website traffic? 2,000 new social media
followers?
• To set effective goals, they need to be specific, measurable, attainable, relevant, and time-bound
(SMART).
• Then, after setting your goals, it's vital to state the metrics you'll use to measure the achievement
of your goals.
Ms. Amira Zainab Khanum M, Faculty,
DOS&R in Business Administration,
Tumkur University, Tumkur
2. Create Buyer Personas

• Even if you create the best campaign content ever, if you're not targeting the right audience with
your content, the campaign will likely fail. That's why you need to understand your ideal target
before a social media campaign.
• A buyer persona is a document that contains extensive details of your ideal customers. This helps
you to create messages in your campaigns that can resonate with your target audience.

➢ Some details to have in your buyer persona include:

• Name • Pain points
• Gender • Favorite social media
• Age channels
• Income • Hobbies
• Location • Interests

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
• Knowing these details will help you create messages to build trust and convince your prospects to
take action.
• With a tool like Facebook Audience Insights, you can input a few details and then get more details
from Facebook's huge database.

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
3. Choose Your Social Media Channels

• When running a social media campaign, you're likely to get better results when you focus on a
few social media channels
• From your buyer persona, you have an idea of your ideal audience's favourite social media
channels. Most times, it also depends on the type of product or service you're offering. For instance,
LinkedIn is a popular social media network for B2B companies because many decision-makers are
present on the platform.
• Another way to select social media channels for your campaign is to look at past results on your
website analytics. Which channels have referred more visitors to your website in the past? Which
channels have brought in more leads?
• Stating these channels will affect your campaign as each channel has its best practices. Furthermore,
each channel has its best content type and posting frequency. For example, what works on Twitter
won’t necessarily work on Instagram and there’s a huge difference between LinkedIn and most other
major social networks.
Ms. Amira Zainab Khanum M , Faculty,
DOS&R in Business Administration,
Tumkur University, Tumkur
4. Have a Social Media Calendar

• When you run a social media campaign, timing is very important.

• Using a social media calendar, you can outline your content from the beginning of your campaign
to the end.

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
• With a calendar in place, your team can focus on what needs to be done at a particular time. Some important
tasks to have in your social media calendar include:

➢ Content creation overview to track that content is created in time.

➢ Content curation posts: when to share curated content.
➢ Employee advocacy posts: if/when your employees share updates from their personal accounts.
➢ Social media updates for each channel, throughout the campaign.

Your social media calendar will help ensure that you don’t miss any important steps in your strategy, while also
helping you be more productive with your time

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
5. Research the Right Tools to Boost Productivity

• If you're running a social media campaign, you'll inevitably need tools at various stages of your
campaign. You can increase your chances of success if you have a list of the tools you want to
use at each stage of your social media campaign

➢ Here are some aspects where tools are vital:

• Content creation
• Content curation
• Social media management
• Social media analytics

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
6. Carry out Competitive Analysis

• Performing competitive analysis can help you understand what your competitors’ strategy is like
as well as see what tactics and channels work for them and which don’t. This can then inform
your own social media campaign strategy

Some vital parts to watch from your competitors are:

➢ Social media channels used
➢ Type of content shared
➢ Frequency of social updates
➢ Results generated

• Apart from watching your competitors for their great practices, you also need to watch out for
their mistakes Thereby, you can exploit them to gain an edge on your competitors.

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
7. Put a System in Place to Track Performance

• Tracking performance for your campaign helps to determine the success or failure of your
campaigns. More so, it can provide insights to help adjust your social media strategy even while
a campaign is still running.
• Another benefit you get from tracking your metrics is that it can necessitate changes for your
future campaigns. It's vital to note though, that the metrics you track for your campaigns will
depend on your goals.
• For instance, you can use UTM parameters to track traffic from your campaign to your website.
A tool such as Google Analytics will provide details about traffic from a source and its behaviour
on your website

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ Conclusion

• To increase the chances of success for your social media marketing campaign, you need a robust
plan in place before you start.

• This starts with setting your goals. Then, you need to understand your audience, use a social
content calendar to plan the actual content, use the right tools to run your campaign, and track your
campaign performance throughout.

• By following these steps, you’re well on your way to developing a successful social media
campaign.

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ Evolution of Social Marketing Campaign

• Over time, as social channels have become paramount to every marketer’s toolkit, the term social
marketing has taken on a new meaning that has been widely adopted and accepted within the
modern marketing world. At Marketo, we define social marketing as the strategy of including social
channels in every aspect of your marketing. In our guide we state “social is more than just a
channel or a tactic, it is a strategy that has to be present in every aspect of your marketing”. In this
case, social marketing refers to the the practice of infusing your entire marketing strategy with
social elements. We believe that the term social media marketing just isn’t accurate to how
marketers should be using social channels in their marketing. To define what a social strategy
strictly in the terms of social media is quite limiting.

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
• So, who else is using social marketing in this way? Mashable uses it in a recent article titled How
to Choose the Right Social Marketing Platform, Awareness Inc put out a recent study called 2012
Social Marketing & New Media Predictions featuring insights on social from 34 business and b2b
marketing leaders, and when you search for social marketing in Amazon you will find a mix of
content that focuses social media in addition to the traditional definition of the term. Also, there are
a slew of applications popping up that call themselves Social Marketing Platforms, such as Extole,
Vitrue, and Wildfire. And this is only to name a few examples. Clearly, the new definition of social
marketing has taken hold

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
• It seems that many companies and marketers have taken the traditional term of social marketing
and have begun evolving it to fit a concept that far surpasses the idea of social media marketing.
But, can the two definitions of social marketing exist simultaneously? I believe that they can. It is
clear that the Kotler definition of social marketing for the inducing social change still is widely used
in the sphere of marketing health communities. However, as the definition of marketing itself has
changed over the years, the definition of social marketing has also begun to shift. And this new
definition has become widely accepted as part of the marketing tech revolution that we all find
ourselves in

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ Dangers of Social Marketing

The government has cottoned on to the advantages of social marketing to create camapign
engagement and deliver a message without preaching to the audience. But it's still easy to get it
wrong. The CIM's Mark Stuart looks at what commercial marketers can learn from their social
counterparts and how to foster better dialogues with consumers.

• Social marketing, broadly speaking, is the application of techniques from commercial marketing
and, to an extent social sciences, for social good. Currently, the UK government is recognising
its importance and much investment is being allocated to social marketing, particularly in the
NHS. Witness the number of campaigns recently for responsible drinking, smoking cessation,
and diet and exercise (such as the Change 4 Life programme)

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
The idea is to use techniques that understand how and why people behave in certain ways, and to
influence them to make positive choices that will be good for them, for the people around them and
the environment. Rather than a doctor telling you to not do something because it’s bad for you, you
try to show why it’s in the person’s interests to change their behaviours.

For example, in smoking cessation campaigns, social marketing approaches can identify why
smokers act the way they do, what the barriers to them changing their behaviours are and offer
solutions that will achieve ‘buy-in’ from the patient. This is like the way commercial marketing offers
a process of exchange that shows people it’s to their advantage to make certain choices, rather
than others.

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
• Social marketing has been shown to be highly successful in responsible drinking campaigns, anti-
crime initiatives, environmental behaviour schemes, obesity and many other projects. It fits
strategically with the Government’s desire to focus on prevention rather than cure, and its successes
are widespread. Look at the NHS adverts now running on TV; very different in tone and scope from
how they used to be and much more effective for their use of social marketing techniques.

• The smoke alarm ‘pull your finger out’ campaign, for example, is a textbook piece of social
marketing – especially the reminder that comes at the end of the ad break. We don’t just want to
give you a message, we want to say something that you will buy into, agree with and identify with,
and be able to change behaviour with a minimum of inconvenience.

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
• Another example would be smoking cessation principles tailored to teenagers. Telling them
smoking is bad for them isn’t likely to have much of an effect, but showing them the benefits of not
smoking more money, cleaner teeth, you’ll smell nicer, you’ll be more attractive to the opposite sex,
for example is more likely to work
Not just adverts
• Communication, however, is only part of a social marketing campaign. The process is essentially
about a dialogue with the customer, which builds a trusted relationship over time. Social marketers
don’t take an agenda to the people they’re trying to help. They build up an understanding of their
behaviour, discover what their needs are, understand the barriers to change (for example, smokers
living in areas where smoking is the norm) and work out strategies to motivate people to voluntarily
change by making the process easier for them, engaging to adopt and offering further support when
needed further down the line.

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
• Another issue with social marketing is that it’s very easy to get wrong, from having good intentions
that don’t quite roll out as planned. Consider some initiatives designed to stop young
people carrying knives or taking drugs. Depending on how they appear, it’s possible to glamorise
the very subject you’re trying to diminish, or create an ‘us and them’ culture that makes vulnerable
or easily influenced people more keen to join the ‘other side’. Social marketing campaigns have to
be carried out carefully and sensitively to avoid this.

• A significant amount of social marketing is carried out in health areas, but it has other applications
too. Social marketing can be used for environmental schemes, for example to influence public
transport initiatives, because it can show why people don’t use public transport, what they would
like to see instead and show how to improve the plan.

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
 Social marketers now taking the lead
• Historically, social marketing has tended to take its cue from commercial marketing, but the
discipline is now reaching the point where there are many ways commercial marketers can learn
from social marketers. Marketers want to know how customers think and how to best influence
them to make one set of choices over another. That’s not necessarily to drive up consumption or
for manipulative purposes but to identify where a choice is going to be made, the customer can
choose your product or service over a competitor’s.

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
• Social marketers have become experts in behaviour change because they often deal with people
whose behaviours are the hardest of all to change – whose norms are influenced by their cultural and
situational surroundings and the attitudes of their peers. Often they have near-insurmountable
barriers to change or are simply not motivated to change. The fact that social marketers are so
successful in creating behavioural change in difficult areas like obesity, drug abuse and anti-social
behaviour, is testament to their mastery of building relationships, innovating effective marketing
practices and developing a true understanding of psychology and decision-making; both at individual
and broader segment levels.
• The Government’s recognition of social marketing’s value means that a large number of new roles
and vacancies are opening up in the public sector for the professional who wants to move into this
area. At a time when job opportunities are thinner on the ground than normal, it’s worth bearing social
marketing in mind as an area with much latent potential.

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ Pitfalls of Social Marketing

1. Irregular Posting

• One of the biggest mistakes companies make is not integrating social media into their
daily business tasks. Do you post once every week when you find the time? Or randomly
when you come across an interesting article?
• This won’t work. Brands like State Bicycle Company have attributed their social media
success to frequent and regular posting on a schedule

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
2. Brand Inconsistencies

• When you’re fighting with large numbers for space on social media, there’s a limited probability of
your content even making it into the intended social media feeds. Of that limited reach, even
fewer people pay attention to your posts and follow through on your Call To Actions.
• This means you have a small window to introduce your message and have it heard. To make the
best of that window your brand has to have a strong identity, a personality. Something consistent
for your audience to recognize and connect with

3. The Blanket Approach

• When your social media marketing isn’t focused on your niche and buyer personas, you’re very
likely to attract the wrong followers, people who may never buy or engage with your brand.

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
4. Impersonal Posting

• More often than not, your posts aren’t geared towards your target audience. This is mostly
because you aren’t aware of exactly who your target audience is, and more importantly what
their behavioral patterns are. Unless you have those details down and documented, they won’t
reflect in the content you create and will affect the impact of your content.
5. Unplanned Content

• Several companies outsource their writing and have multiple authors involved in the process.
When doing that, it is very hard to maintain an overview of the content strategy to ensure that
it is well in place and fits your plan.
• The consequence is disorganized content without intention and direction. Unplanned content
leaves you little control over the overall effect that it may have on your social media audience.

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
6. Overbearing Textual Content

• Enough with the text. It has been ages since many institutes proved that visual content not
only attracts more attention, but prompts more shares and engagement in general. Even if
you’re design–challenged, there are tools that can help you succeed with visual content.

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
Ethics in Marketing

➢ Ethics
• Ethics is the art and science of determining good and bad or right and wrong moral behaviour of a
single or group of people.

➢ Marketing

• Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a
target market at a profit
- Philip Kotler
➢ Marketing Ethics

• Marketing ethics is an area that deals with the moral principle behind marketing. Ethics in marketing
applies to different spheres such as in product, pricing, placing(Distribution), promotion and
advertising etc..
Ms. Amira Zainab Khanum M , Faculty,
DOS&R in Business Administration,
Tumkur University, Tumkur
➢ Why We Need Ethics in Marketing

There are many reasons but will notify some.,

• When an organisation behave ethically, customers develop more positive attitudes about the firm,
its products, and its services,
• To create values or trust with key stakeholders
• To build good image about the organization in the minds of customer, employees, shareholders
and society.

Ms. Amira Zainab Khanum M, Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ Ethical Issues in Marketing

We discuss marketing issues by using 4P’s of Marketing:

• Product & Packaging

• Price
• Placing ( Distribution )
• Promotion ( Advertising & Branding )

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ PRODUCT
• Consumer safety
• Product liability and reliability
• Designing for special needs

➢ PACKAGING

• Label information
• Packaging graphics
• Packaging safety
• Environmental implication of packaging

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ PRICE
• Bid rigging
• Supra competitive pricing
• Price fixing
• Price skimming

➢ PLACING ( DISTRUBUTION )
• Product distribution ( or place ) is one of the four elements
of the marketing mix
• Distribution of product or services is transporting them from
manufacture to stockiest, wholesalers, retailer and then to
consumers

Ms. Amira Zainab Khanum M , Faculty,

DOS&R in Business Administration,
Tumkur University, Tumkur
➢ Future of Social Marketing

• Influencer Marketing
• Chatbots and Al
• Employee Advocacy
• Driving Sales Through Social Media
• The Importance of Engagement
• The Rise of Groups
• Transparency
• Stories
• Live Videos
• Importance of Messaging
• Augmented Reality
Ms. Amira Zainab Khanum M, Faculty,
DOS&R in Business Administration,
Tumkur University, Tumkur
Ms. Amira Zainab Khanum M , Faculty,
DOS&R in Business Administration,
Tumkur University, Tumkur