《social_marketing》.ppt

MARKETING 1.0 vs 2.0 vs 3.0 Product-centric Marketing Customer-oriented Marketing Value-driven Marketing Objective Enabling Forces How companies see the market Key marketing concept Company marketing guidelines Value propositions Interaction with consumers MARKETING 1.0 MARKETING 2.0 MARKETING 3.0 Sell products Satisfy and retain the consumers Make the world a better place Industrial Revolution Information Technology New Wave Technology Mass Buyers with Physical Needs Smarter Consumer with Mind and Heart Whole Human with Mind, Heart, and Spirit Product development Differentiation Values Product specification Corporate and Product Positioning Corporate , Vision, Values Functional Functional and Emotional Functional, Emotional, and Spiritual One-to-Many Transaction One-to-One Relationship Many-to-Many Collaboration Values-Based Matrix Model For SC Johnson, creating sustainable economic value means helping communities prosper while achieving profitable growth for the company. Sustaining Values: SC Johnson Public Report We believe our fundamental strength lies in our people. MIND HEART SPIRIT Promoting reusable shopping bags Base of the Pyramid Mission Contributing to the community well –being as well as sustaining and protecting the environment Vision To be a world leader in delivering innovative solutions to meet human needs through sustainability principles Values Sustainability We create economic value We strive for environmental health We advance social progress S. C. JOHNSON VALUE-BASED MATRIX * Content-based social media marketing Focuses on the content to be posted and passed around: blogs, videos, photos, news stories, podcasts Or bookmarks to the content Feeds viral marketing Content sites Bookmarking sites Call to action Register your organisation’s name on popular social media. E.g. Twitter/Facebook Give someone the task of adding tweeting adding news to facebook, blogging etc Google Places – register NOW! Tell people you are using social media Add links