Distinguishing Experiences

Going off of the topic of the day from the Social Marketing Listserv, I would like to add to the conversation some of my experiences when people get social marketing confused with social media marketing. (For more information regarding the differences, click here.)

When I tell many friends, family or professors that I’m studying social marketing as my focus in graduate school, oftentimes it is embraced by excitement. This is then followed by a huge conversation about all the cool, new technology that’s coming out. Which to note, I also do enjoy because I like talking about new technology. But, I thirst for full conversations with those practicing the real social marketing.

Another time, I was interviewing to help volunteer for a new business in town. Knowing the confusion surrounding the term ‘social marketing,’ I started out early in the interview describing it in brief-length…the application of the marketing mix to change behavior, do good…mostly found in health communications but is branching out into other realms…main distinction is that its end objective is not related to commercial profit” and so on…After my 2-3 minute speal and promotion of social marketing, the interviewer exclaimed, ‘Great! You might have a few great ideas for our blog and can work with our IT person.” Now, if this was framed in a social marketing context, then I would have been overjoyed. But, he was getting it confused I believe with social media marketing.

A third experience. I was at the annual dinner for Kansas City’s Sister Cities Association and began talking with a gentleman. He asked what I was studying and I said, “Well, you could describe it as kind of like non-profit advertising.” Which, understandably, he asked what exactly that was. So I replied, well, the technical term of what I’m studying is social marketing, but sometimes that’s confusing –” and he jumped right in and knew all about it! It was a first for me, a very exciting first. I wanted to talk to this older gentleman all night! He said that he thought social marketing will be the next great realm as more organizations see its benefits, etc. and that it was a really exciting area to be in. It made my night.

Curious, what are some fun experiences you have had when distinguishing between social marketing and social media marketing?

Web 2.0 Wednesdays

With the growth of Web 2.0 (and the up and coming uses of Web 3.0), I plan to showcase an organization/cause that’s using great Web 2.0 strategies to further its mission within its social marketing strategies.

Today’s Web 2.0 Wednesday honors The National MS Society’s site centered around its latest re-branding for raising awareness and support for MS, their micro-site Join The Movement.
Changing MS Logo

On this site, they have ‘The Wall’ and the option to ‘Create Your Mark.’ Here, users of the site can literally draw their own statement against MS, including the cause’s new logo and rebranded mission. Then, it can be submitted to The Wall, with hundred’s of other users’ drawings. This not only reenforces the newly packaged mission, but allows for customization, interaction with the cause and shows how the disease affects others.

Props to the MS Society! PS: They also have another cool micro-site they use to share and submit various personal stories about the effects of Multiple Sclerosis, http://www.faceofms.org/.

The 'Good' Concept

This article from Advertising Age’s online homepage looks at the concept of ‘Good’ Marketing. In brief, Self Magazine conducted a research study about how consumers perceptions changed about a product that promoted itself through ‘Good’ Marketing. From the article, it seems that the study is offering the concept of ‘good marketing’ as an umbrella term for all social-related strategies such as corporate social reponsibility, cause marketing, public service advertising, etc. As an advertising gal myself, I understand the points of the article, yet I think it almost makes the world more confusing. Though I do admire its attempts in finding an umbrella term.

In my graduate classes, we discuss at length on the definition of advertising and whether or not the definition is outdated or too limiting. With the explosion of public relations in relative years, combined with viral, guerilla, social networking (the evolution of interactive media), one must admit that the tides are changing.

So my question to you: What is your reaction to the term ‘Good Marketing?’ Is there an umbrella term to describe not for profit or socially-related message strategies?

About

This site is to highlight the growing movement of social marketing. Who is a social marketer? My answer, anyone can be. This site has a few objectives:

1. Showcase how two main concepts can come together powerfully – social marketing and Web 2.0 (now Web 3.0)
2. Inspire the use of social marketing by discussing current trends and being a learning resource center to cultivate more socialbutterflies.
3. As a resource for social marketing networks and practitioners to learn, grow and fly.

SocialButterfly

Defined – a social butterfly is someone who is amazing at socializing, making connections and creating conversation…appearing to ‘fly’ about the room. In the context of this website, it is a play on words.

‘Social’ is taking from the term social marketing, in which marketing efforts are applied to create behavior changes that are beneficial to society. In other words, depending on one’s view, it is learning to examine social issues and look for ways to ignite social change for the better.

‘Butterfly’ is taken from the butterfly insect, which goes through a metamorphasis, and changes into a beautiful creation. Thus, this site works to promote and increase understanding surrounding the practice of social marketing by inspiring any and all to create change for the better. Then, in a ripple effect, maybe we could all become SocialButterflies in creating social change for the betterment of society.