SocialButterfly

Where Have All the Social Products Gone?

Wednesday, October 28th, 2009 | Social Marketing | 1 Comment

The debate between marketing and sales is not an old one. In fact, we’ve looked at this debate here at SB before. But one thing both sides can agree on: is that both have a relationship with products and services. Thus, if we are talking about social marketing, you don’t have to go far before you start wondering: Where are all the social products?

I’m not the first to ask this question, as I was inspired a bit back by Bill Smith of AED who challenged us social marketers to balance the scales more between the promotion side of marketing and the product side of marketing. And it was again highlighted in the Social Marketing Quarterly’s Summer issue.

Now, some people when they hear products–the hairs on the back of their neck raise. How can marketing products be in line with social marketing behaviors? This is because some people align a “product” with “revenue.” Then, it just gets sticky–often, these arguments are short sighted in my opinion. Before I get completely side tracked from my original purpose of this post, let’s keep moving forward.

I like the concept of “social products” also because it’s a moment to be creative. What products could exist that would help us live healthier, happier? Thus, instead of creating yet another 30-second PSA, take time in the conference room to consider the product side of marketing.

There’s more research available about leveraging products in a social marketing strategy, but I like how Nedra Weinreich sums it up on her company Web site:

“In order to have a viable product, people must first perceive that they have a genuine problem, and that the product offering is a good solution for that problem. The role of research here is to discover the consumers’ perceptions of the problem and the product, and to determine how important they feel it is to take action against the problem.”

Some Examples

• The Red Card. Bill Smith shared this example with us at the 2008 World Social Marketing Card. Rather than just create a PSA to curb sexual pressure and abuse among young girls in Madagascar, AED created the red card–a product–that girls could use as an added to tool to say no.
• FDA’s Peanut Recall Widget. In addition to creating press releases and sending out Tweets, the FDA and CDC worked together to create a tool in the form of a widget–a product–that people could use to find recalled food items they should avoid purchasing.
• Road Crew. Services can also be part of the “product” piece of marketing. In Wisconsin, Road Crews offer rides to those who have drank too much to drive as a way to curb drunk driving.

Do you know where all the social products have gone? Feel free to share examples or future ideas.

Tags: AED, Bill Smith, Marketing, marketing mix, product, psa, research, Road Crew, sales, services, Social Marketing, social product, social strategy, strategy