Social Marketing

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Social Marketing

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Social Marketing

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Question:
What is social Marketing? Explain.

Answer:
Project Title
Social Marketing: Social Networks more Persuasive than Traditional Word-of-mouth. The project discusses the concept of social marketing and its preference over the old-age marketing trends.

Research Questions
Traditional marketing practices have used a number of modes of communication for the marketing purpose such as television, radio and print media. However, with the increase in the use of Internet, there has been a shift of marketing techniques from the traditional to the social marketing.The research targets the advantages and significance of the social marketing over traditional word-of-mouth. It also makes an attempt to answer the reasons for the immense shift in the marketing techniques over a period of a few years (Shima, 2008).

Project Description
Marketing is a concept that works towards forming a bridge between company’s capabilities and customer’s expectations such that both the parties are satisfied as an end result. The basic aim behind any of the marketing strategy is to fulfill the needs of the customers with utmost perfection (Wood, 2014). There are a number of marketing strategies that are adapted by the organizations since a long period of time. Over the past few years, social media marketing has emerged as a concept and marketing strategy that has taken over the traditional practices. The project discusses the same and outlines a comparison between the two along with the significance, assessment milestones and team charter.
Project Aims
The project is a research work that analyzes the concept of social marketing and the preference of social networks over the traditional practices in the domain of marketing. Following are the aims that must be accomplished by the end of the project:• To determine and understand the meaning of social media marketing (Cowden, 2014)• To list the advantages and reasons of preference among the users for choosing social networks over the traditional word-of-mouth• To explain the significance of social media marketing at local, national and international level• To discuss the research questions around the project title in detail• To list the assessment milestones and team charter for the successful completion of the project

Project Background
Internet is the basic necessity in the present generation and the application of the same has spread over every single sector in the current era. One such area in this regard is the marketing processes and principles. Social marketing is a concept that makes use of social networks over the internet for the application of marketing techniques and processes with the basic aim of reaching out to maximum number of customers to fulfill their needs and requirements. The project explains the concept along with its reasons of increase in use and practice over the traditional concepts.The concept of social marketing has grown to such level that dedicated social marketing teams are being deployed in the organizations for the development of effective marketing strategies to achieve success of the brand and the product.
Project Phases
The project will be completed in three phases as:
Evaluate and Plan
This phase will include the research on the basic details essential for the project such as study of the project background and understanding of the project objectives. It will also include the carry out of situational analysis to understand the specific requirements of the project. The task of budgeting will also be done in this project to determine the expenses required in each of the activities. The outcomes from this phase will include:• Evaluation Plan• Project Budget
Design and Develop
After gathering the requirements and gaining an understanding of project background and objectives, design of the marketing strategy along with the development of the strategic marketing mix will be done. Strategic marketing mix will be based upon the 4Ps associated with the project as:• Product• Price• Place• PromotionThe outcomes from this phase will include:• Marketing Strategy
Implementation
The final phase will be the implementation phase in which the marketing strategy developed earlier will be applied in practice. It will begin with the creation of an implementation plan and implementation of the marketing strategy as per the plan. The outcomes from this phase will include:• Implementation Plan• Implementation Report
Significance of Social Marketing
The significance of social marketing at local, national and international level is huge. It has become relevant and mandatory for the companies to develop social marketing strategies to spread awareness about their products among the customers and gain customer loyalty in return through this very medium. Big giants in the market along with small and medium level industries and the new entries in the business world, all are trending towards social networks for marketing. Social networks such as Twitter, Facebook, Instagram and blogs are used by the companies to reach out to the customers. It is significant at all level of business due to the following reasons:• Social marketing helps in developing customer base with ease at any of the geographical location. It makes it easy to reach out to the international customers by promoting their products on the social media.• Customers are also involved in the process of decision making by including the feedback received on the social networks. It helps in gaining the customer engagement and also provides a personal connect.• Social marketing also promotes connecting with the peers and gaining an insight in their target audience (Neti, 2011).
Social Marketing over Traditional Marketing Techniques
There are a number of reasons behind the preference of social marketing over the traditional word-of-mouth practices which are as listed below:• Social marketing enables the organizations to have increased traffic and subscribers associated with them.• Social marketing allows the companies to build new business partnerships which are rather difficult to achieve through traditional practices.• Marketing expenses are lesser in the social marketing approach as compares to the traditional practices.• Social marketing does not rely on the geographical location or area which enables more and more customers to be associated with the brand and the product.• Ease of availability and accessibility allow the social marketing medium to be preferred by the customers.• Customer interaction and involvement with the product and the marketing strategy provides a flavor of personalization in case of social marketing. The same is the reason for increased customer engagement and association through social marketing and networks.• Exposure for the business is increased through the use and practice of social marketing.
Team Process Management
Team MeetingsThe team meetings that will be conducted during the project timeline will include the following procedure:• Circulation of project agenda before the meeting.• Code of conduct to be followed by all attendees which includes timely arrival, advanced communication in case of absence, active participation and use of polite tone.• Record of minutes of meeting will be kept and circulated to all the team members (www.teamhelper.com, 2016).
Decision Making Process
• The decisions will be taken by the project manager after taking and considering the view points of the entire team.• In case of conflict, final decision will be of the Project Manager after the round of voting in which majority decision will be considered.

Roles and Responsibilities
• Project Sponsor: Responsible for funding the project and providing the project requirements• Project Manager: Responsible for creating the project plan and other deliverables along with resource allocation• Marketing Head: Responsible for developing a social marketing strategy and the evaluation and implementation plan• Social Media Expert: Responsible for assisting the Marketing team with the latest trends in the social media world• Marketing Resources (2): Responsible for fulfilling the actions as guided by the Marketing Head

References
Adshead, F. (2016). Social Marketing Works. Retrieved 26 July 2016, from https://www.nsmcentre.org.uk/sites/default/files/Social_marketing_works_NHS.pdfCowden, A. (2014). https://skemman.is/stream/get/1946/18659/43199/1/MIB0614_Thesis_Anna_Cowden_EffectofSocialMediaMarketingonTraditionalMarketingCampaignsinYoungIcelandicCompanies.pdf. Retrieved 26 July 2016, from https://skemman.is/stream/get/1946/18659/43199/1/MIB0614_Thesis_Anna_Cowden_EffectofSocialMediaMarketingonTraditionalMarketingCampaignsinYoungIcelandicCompanies.pdfLefebvre,. (2016). Theories and Models in Social Marketing. Retrieved 26 July 2016, from https://socialmarketing.blogs.com/Publications/Theoretical_Models_in_Social_Marketing.pdfMerrill, T., Latham, K., Santalesa, R., & Navetta, D. (2016). Social Media: The Business Benefits May Be Enormous, But Can the Risks — Reputational, Legal, Operational — Be Mitigated?. Retrieved 26 July 2016, from https://www.acegroup.com/us-en/assets/ace-progress-report-social-media.pdfNeti, S. (2011). SOCIAL MEDIA AND ITS ROLE IN MARKETING. Retrieved 26 July 2016, from https://www.ijecbs.com/July2011/13.pdfShima, A. (2008). Traditional Marketing vs. Internet Marketing A comparison. Retrieved 26 July 2016, from https://www.diva-portal.org/smash/get/diva2:121411/FULLTEXT01.pdfWood, M. (2014). Introduction to the Principles of Social Marketing. Retrieved 26 July 2016, from https://wsmconference.com/wp-content/uploads/2014/10/ESMC-Intro-to-Social-Marketing-Sept-2014.pdfwww.teamhelper.com,. (2016). Team Charter. Retrieved 26 July 2016, from https://www.teamhelper.com/sample/TC_GuideSample.pdf

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