Notes on Social Marketing and Social Entrepreneurship

Social Marketing

Distinction from Social Media Marketing

  • Social marketing is distinct from social media marketing; social media serves as a channel, not a goal.

  • Defined by Philip Kotler as the desig

    • Definition: Social marketing merges marketing concepts with social change to influence beneficial behaviors for the community.

    • Objective: To tackle issues like obesity and climate change by changing lifestyles and habits.

    Eight Features of Social Marketing

    1. Behavior: Focuses on altering actual behaviors, not just attitudes or awareness.

    2. Customer Orientation: Understand the target audience's perspectives to tailor interventions.

    3. Theory: Utilizes behavioral theories to inform change interventions.

    4. Insight: Conduct research on the target population for actionable insights.

    5. Exchange: Understand the perceived costs and benefits to incentivize desired behaviors.

    6. Competition: Assess other factors competing for the audience's attention and time.

    7. Segmentation: Acknowledge diversity in audiences; tailor interventions accordingly.

    8. Methods Mix: Employ the ‘7Ps’ of marketing: Product, Price, Place, Promotion, Process, Physical Evidence, People.n and control of programs to increase social idea acceptance in target groups.

Purpose of Social Marketing

  • Shift behaviors for societal benefit rather than commercial profit.

  • Campaigns aim for positive social changes regarding issues like public health, environment, etc.

Examples of Social Marketing

  • Child Car Seats: Campaigns to promote usage for safety.

  • Water Rationing: Initiatives to manage environmental resources.

  • Lung Disease Strategy: Programs targeting smoking cessation.

The 4 P’s of Marketing in Social Marketing

  1. Product: Develop relevant products or services to facilitate behavior change (e.g., health monitoring kits).

  2. Price: Identify and reduce barriers or costs for the target audience.

  3. Place: Ensure accessibility of products/services through strategic locations.

  4. Promotion: Choose effective communication channels tailored to the target audience.

Social Entrepreneurship

  • Definition: Recognizes social problems and seeks changes using entrepreneurial principles.

  • Focuses on creating social capital rather than measuring success primarily by profits.

  • Social ventures address various issues, including child rights and environmental sustainability.

Historical Context of Social Entrepreneurship

  • Emerged prominently in recent decades, tapping into the legacies of figures like Vinoba Bhave and Florence Nightingale.

Social Entrepreneurs

  • Definition: Individuals with innovative solutions to pressing social problems, aiming for lasting impacts.

  • Traits include ambition, persistence, and the ability to motivate local change.

Impact of Social Entrepreneurs

  • Similar to business entrepreneurs, they identify unmet needs and create solutions that bring societal changes.

  • Examples include Susan B. Anthony for women’s rights and Muhammad Yunus for microcredit promotion

Technology in Social Entrepreneurship

  • Enhances the ability to address social issues such as poverty, healthcare, and education access.

Advantages of Technology

  • Fast dissemination of information, reaching wider audiences efficiently.

  • Creates synergies, reducing costs, and maximizing positive social impacts through economies of scale.

Social Business Model Canvas

  • Purpose: A tool for designing and communicating social enterprises, focusing on social impact alongside profitability.

Components of the Canvas

  1. Customer Segments: Identify target beneficiaries.

  2. Value Proposition: Articulate the social issue addressed and the positive impact.

  3. Channels: Determine distribution methods for services/products.

  4. Customer Relationships: Build trust and engage communities.

  5. Revenue Streams: Outline income sources for sustainability.

  6. Key Resources: List necessary assets for impact delivery.

  7. Key Activities: Detail major operations for achieving objectives.

  8. Key Partnerships: Specify collaborations for better impact.

  9. Cost Structure: Identify associated costs for delivering impact.

  10. Impact Measurement: Develop metrics for tracking success.

Summary

  • Social entrepreneurship and marketing fundamentally prioritize societal benefits, using innovative approaches to provide solutions for pressing social challenges. The integration of technology and strategic marketing practices are central to fostering sustainable change in communities worldwide.