Why Practice Social Marketing?
By Jubran Moe - Netstarter
If a business discovers that customers would prefer a product that is better for the environment, by listening to them and adjusting the product accordingly, the business will then be able to market the product’s new environmentally friendly features and appeal to their tastes, whilst also doing their part for the environment. This is an example of how applying social marketing can be beneficial for the business, the customer and society.
Online technologies are perfect for facilitating social marketing. Online technologies provide businesses with a means to discover what their customers want and give the customer a great platform to provide the business with useful feedback. These technologies include everything from a simple blog to an integrated social network. Businesses who employ such technologies will also receive fantastic praise for working with customers and working towards the ‘social good’.
Social Marketing Case Study: Starbucks
Starbucks created an online social network called ‘My Starbucks Idea’: http://mystarbucksidea.com.
The purpose of the website was to give Starbucks customers a platform where they could voice their ideas for improving the product, company and brand. Customers sign up for an account and post their ideas. The community then votes on ideas that they think are worth implementing. The idea is then discussed by both the community and Starbucks representatives. Finally, Starbucks allow the community to follow the idea to fruition and see how much of an impact their idea had on the product, company and brand. The majority of popular ideas that have been implemented have all been about helping the environment.
